LTC 514-2021 Miami Beach Live! Programming, Media, and Communications Plan514-2021
MIAMI BEACH
OFFICE OF THE CITY MANAGER
NO. LTC #
TO:
FROM: Alina T. Hudak, City Mana
DATE: December 6, 2021
LETTER TO COMMISSION
SUBJECT: Miami Beach Live! Programming, Media, and Communications Plan
The purpose of this Letter to Commission is to provide the Mayor and Commission with an update
on the Miami Beach Live! programming, media, and communications plan.
Miami Beach Live!
On June 23, 2021, the City Commission formally approved the "Spring Break 2022"
programming agreement with Tom Bercu Presents, to activate the area in and around Lummus
Park and the beachfront areas, from 7 to 13 streets between Sunday, March 1, 2022 through
Sunday, March 29, 2022 via Resolution 2021-31758.
On October 13, 2021, staff provided the City Commission with an update on programming and
selected artists , as well as requested additional funding to secure a stronger headliner for the
pop weekend. Resolution 2021-31894 was approved.
Miami Beach Live! Programming
Programming between March 1, 2022 -March 29, 2022 consists of:
• Four weeks of weekend-long programming Friday through Sunday in March .
• Thematic weekends: Dance, Pop, International, and Symphonic/Broadway.
• Each weekend includes a Friday night movie, Saturday evening concert and Sunday
Dine-Around.
• Additional activations include a Zen Village, health and wellness activities , and family
activations.
Miami Beach Live! is programmed to engage a diverse and inclusive audience with a
demographic between 25 and 65 years of age.
In order to ensure proper execution, Tourism and Culture Department staff have a weekly
meeting with Tom Bercu Presents (our production team) and partners including the Office of
Marketing and Communications, Spectra, GMCVB, and VCA to discuss programming,
production, sponsorships, marketing, and various details leading up to March.
As of December 6, 2021, the Miami Beach Live! programming schedule is as follows:
March 4-6: Dance Weekend in Partnership with Winter Party
• Friday Night Movie: "The Birdcage", 8 p.m.
• Saturday Night Concert Headliner: Erasure
March 11-13: Pop Weekend
• Friday Night Movie: "Summer of Soul", 8 p.m.
• Saturday Night Concert Headliner: Alanis Morissette
March 18-20: World/International
• Friday Night Movie: "Cinema Paradiso", 8 p.m.
• Saturday Night Concert Headliner: Juanes. Opening performers include Antibalas and
Nu-Deco Ensemble with Cima Funk
March 25-27: Symphonic/Broadway
• Friday Night Movie: "La La Land", 8 p.m.
• Saturday Night Concert Headliner: Bernadette Peters. Opening performers include
Brian Stokes Mitchell and Miami Beach Classical Music Festival Orchestra.
Month-long activations include
• Zen Village
o Friday: afternoon & early evening.
o Saturday: morning, afternoon & early evening.
o Sunday: morning & afternoon.
• Basketball Court, Friday 2 p.m.-6 p.m., Saturday 10 a.m.-4 p.m., Sunday 10 a .m.-2 p .m.
• VIP Lounge: Saturday 6 p.m . -9:30 p.m.
• Art Wall: 1 O a.m.-4 p.m .
• Family Zone: 10 a.m.-4 p.m.
• Dog Park Activations: 10 a.m.-4 p.m.
• Photo Ops: 10 a.m.-4 p.m.
• Dine Around Sundays: Sunday 8 p.m.
• Sports, health, and wellness activities
Leveraging Partnerships
Staff has held preliminary meetings with local Miami Beach hotel owners and general managers
(The Betsy, The Lowes, South Beach Group, Kimpton, Fontainebleau, and the Greater Miami and
the Beaches Hotel Association (GMBHA)) to secure their partnership in this collaborative effort to
ensure a safe and successful March in Miami Beach. We have received a positive response while
acknowledging that March is one of the highest room rate months. A meeting with the GMBHA
has been scheduled on Tuesday, December 7, 2021 to present the Miami Beach Live! Program
to further discuss opportunities for hotel room packages and blocks during peak season rates in
March.
On November 16, 2021, City staff held a Cultural Anchors Roundtable meeting to discuss Miami
Beach Live! and details of the upcoming March 2022 programming. Representatives from all the
anchor institutions were present and excited to partner and showcase all the city's cultural
offerings. The GMCVB is also capturing all the cultural events happening throughout the city in
March to add to the promotion of Miami Beach Live!
Staff is finalizing a partnership with Life Time "Baptist Health 305 Half Marathon + 5K," that
would include an official "Miami Beach Live! Shakeout Run" during the week of March 6, 2022
as a way to help kick-off the month-long celebration. Also, Life Time would promote and market
Miami Beach Live! with logo placement and mentions on all race events leading up to March
2022.
Ticketing
Miami Beach Live! is the most comprehensive program produced and funded by the City to
change the narrative of March in Miami Beach. The question of the number of guests and
audience presented itself at every juncture. While the proposal for March 2022 initially was
presented as a free ticketed event, the idea of charging a minimal price for non-Miami Beach
residents and a VIP tier would allow for crucial data capturing.
In partnership with Live Nation, Miami Beach Live! will engage the Universe platform for the
marketing and sale of Miami Beach Live! tickets. Miami Beach residents will have first choice of
both free general admission and VIP tickets sales prior to the public.
Ticket CMB Resident Non-Resident
General Admission FREE -First choice* $10.00
VIP $100-First choice* $125.00
Website
MiamiBeachlive.com will be dedicated site created to highlight the four weekends of events in
Miami Beach during March 2022. The site will list all events happening on that specific
weekend, how to participate and a link to secure and purchase tickets. In addition, it will also
highlight year-round cultural events such as Culture Crawl, SoundScape Cinema Series and
more. The site will also include Miami Beach 's cultural anchors as well as hotel special offers to
allow consumers to learn more about Miami Beach's overall offerings. The website will go live
along with the launch of the creative on December 13, 2021.
Marketing & Communications Plan
The City of Miami Beach has been working in partnership with the GMCVB and their agency of
record, VML Y&R, on the overarching creative look and media execution plan in an attempt to
entice our target audience in a month-long multi-sensorial experience inclusive of music, arts,
culture, and culinary endeavors over the course of four weeks in March 2022. The below
represents a small portion of the visual creative assets that will be launched during this campaign,
with each weekend having a specific look and feel.
Brand Logo
Creative Assets
The below creative represents a small selection of the creative assets that will be deployed as
part of this campaign.
Media & Communications Plan Overview:
This comprehensive campaign has a budget of $498,153, which has been allocated from the
pre-approved funds set aside for Miami Beach promotions as part of the overall City Commission
approved GMCVB contract. The campaign will have bilingual components, being shared in both
English and Spanish, and will be aimed at our select target audience for each weekend. The
campaign will be comprised of paid social, search engine optimization, targeted geo-fenced
events, radio, bus shelters, digital 'out of home' (billboards) and a selection of bloggers. We will
execute a soft launch on December 13, 2021, while continuing to build our presence over the
course of the following weeks while ramping up our initiatives once the media heavy holiday
season has ended, with our heaviest media campaigns to hit January -March 20, 2022.
Our campaign has a two-fold approach, as we foresee the majority of our attendance coming
from the local tri-county area (Miami-Dade, Broward and West Palm) including both Orlando and
Tampa, with a larger out of home billboard/ digital component executed in our top fly-in markets
-Atlanta, Chicago and New York City.
With the hyper-targeted aspects of this campaign, we will partner with some of the industry's
largest media outlets (Amobee, Simpli.fi, and Outdoor) to execute programmatic DSP, finite
targeting, and geofenced programs. The estimated impressions from the 'hyper targeted' portion
of the campaign will garner 34,493,318 unique impressions, with the tactical elements of this
vertical to include geofencing the NY Art Show, the Chicago Show, and the NY Boat Show.
Within the tri-county area, we will take advantage of high profile, high traffic digital advertising
billboards with our brand presence on 1-95 at various locations with an expected return of
5,668,152 unique impressions . Other marketing and media elements within the tri-county will
include bus shelters throughout Miami-Dade, radio and paid digital.
For our fly-in markets, we are taking a more digital and multi-touch approach, by purchasing
digital advertising boards that will allow us to mobile retarget users who drive by our boards . Our
brand will be present in Chicago (Hwy 53, Interstate 294, and 1-55), and Atlanta (Piedmont,
Presidential Parkway, and Peachtree Road). The mobile retargeting aspect of this campaign
uses the combination of rooftop mapping data and demographic data to create audience
segments . It groups physical locations and creates audiences of anonymized mobile devices
using location data from the past 60-90 days and will allow us to target them based on their
lifestyle as well as brand categories.
Diversity & Inclusive Media Outreach:
To ensure our campaign is both diverse and inclusive, we will be partnering with various Black,
Hispanic and LGBTQ+ focused media companies who have the authority and experience to
engage with a diverse group of people, and to ensure our campaign reaches a breadth of
audiences in a trusted way. Our media plan will include the following media outlets:
• El Nuevo -speaking to a Hispanic / Latinx audience with 1,406,250 expected
impressions.
• Reach -speaking to a largely Black audience with content specific sites, and with
3,500,000 expected impressions.
• The Root -a publisher with ongoing art/culture content speaking to a largely Black /
BIPOC audience, with 1,538,461 expected impressions.
• QDigital -multi-channel media outlet focusing on the LGBTQ+ audience with 4,330.000
expected impressions.
• Miami Times -a strong local publisher speaking to a largely Black audience covering key
cultural events around Miami-Dade with 124,800 expected impressions.
1 :1 Connections:
The final piece of our national media plan will include 1: 1 connections, where we can connect
with our user at moments of receptivity. We will have paid campaigns targeting the following
outlets:
• Spotify -geotargeted with a custom MB Live playlist, desktop, and mobile overlay, with
an expected 3,820,782 unique impressions.
• Parent Bloggers / E Newsletters -with parents #1 source of information coming from
bloggers, we will target 1 :1 newsletters they trust (Miami Mom Collective, Parents Online,
and Time Magazine Parents) with an expected 97,306 unique impressions.
• iHeart Radio -Y100, placing radio spots on the top local station for -news and
entertainment with an expected 3,087,300 unique impressions .
• Paid Social I Paid Search -build credibility through social networking and sharing and
connect with users on search platforms with responsive search ads, where they are
looking for offerings similar to MB Live . With these tactics, we will reach an expected
5,352,233 unique impressions .
Hyper-Local Community Outreach Plan:
In a more organic approach to re-engage with our residents, local businesses, and community
stakeholders, we are planning a hyper local communications approach, which will incorporate
the following tactics:
• Earned media (media interviews, press releases)
• Unpaid social promotion via City channels (Facebook, lnstagram, Twitter, NextDoor,
Linked In)
• Creation of a community dropbox to share all digital assets with community stakeholders
to promote their sharing of our message across their channels.
• Community outreach meetings with an event ticket lottery to encourage attendance
• Communication plans targeted to residents, HOA's, BID's and local businesses.
• A symposium of hotel GM's to help expand our message and get it in front of their
guests, once they are in their hotels .
• A feature in MB Magazine (the #1 way that Miami Beach residents get their information)
This hyper-local outreach will begin in January, following the holiday season, and will continue
through to March 2022 .
As outlined above, the overall media and communications plan is expected to garner 59,904,750
unique impressions. Below is the content calendar on when each phase will begin, and the
various tactics being implemented.
Media Content Calendar:
Amobee
Sim Ii .Fi
Outdoor-Outfront
Miami Herald
El Nuevo
Reach
The Root
Miami Times
Qdi ital
Food & Wine/ Travel
& Leisure
iHeart Radio
Paid Social
Paid Search
Ad Servin
Totals
Weather Triggered Schedule -High Impact
Dis la
Geotar et -3 NY Shows , and retar et Miami Locations
MIA Bus Shelters , 6 x Digital
OOH CHI &ATL
Januar 3 -March 20 , 2022
E-Newsletters Feb 21 + Display RON Jan 17
-Mar 7, 2022
Destination of the Month -March (email,
social , dis la , eblast
8 newsletters: TL -Jan 24, Feb 17,23, Mar 2
FW -Jan 27, Feb 15,23, Mar 3
Slogging and Newsletters Jan 26 -Feb 25 ,
2022
Custom Pia list with Dis la Drivers
Jan 31 -Mar 30, 2022
Dec 13 Launch -FB/IG/Twitter
Dec 13 Launch -Res onsive Search Ads
Media & Communications Plan Audience Demographic Breakout:
Audience Total % Impressions
General Market 17,468,205 43.80%
Black/ BIPOC 9,293,131 23.40%
Hispanic / Latinx 7,296,311 18.30%
LGBTQ+ 5,789,500 14.50%
Totals 39,847,147 100.00%
9,422,931
10,642,856
14,427,531
1,787,500
1,406,250
3,500 ,000
1,538,461
124,800
4,330,000
366,800
97,306
3,820,782
3,087,300
5,252,233
100,000
59,904,750
If you would like a copy of the comprehensive creative deck or marketing plan for MB Live,
please reach out to Melissa Berthier at MelissaBerthier@ miamibeachfl.gov and we will provide
you with a digital copy, as the files were too large to attach to this L TC. For more information on
Miami Beach Live! programming, please contact Lissette Garcia Arrogante at
LissetteArro gante @ miamibeachfl.g ov.
ATH /MM/ LGA / MB/ MK