LTC 048-2022 March 2022 Programming UpdateM IAMI BEACH
OFFICE OF THE CITY MANAGER
NO. LTC# 048-2022 LETTER TO COMMISSION
TO:
FROM:
DATE:
SUBJECT:
Honorable Mayor Dan Gelber~mbers of the City Commission
Alina T. Hudak, City Managl,11\' \ ·
February 9, 2022
March 2022 Programming Update
The purpose of this Letter to Commission (L TC) is to provide an update on the city-produced
Miami Beach Live! programming for March 2022. The weekend-long programming is scheduled
between March 1 - March 29, 2022.
Miami Beach Live! will take place between 10 - 13 streets and will include the Carillon Wellness
village, family zone, basketball court and other coordinated sports activations, a dog park
activation, Friday night movies, a Saturday night ticketed concert, Sunday Dine Arounds and
more.
We previously notified the Mayor and Commissioner of the cancellation of Erasure's World
Tour, including their scheduled performance at Miami Beach Live! for the Dance Weekend,
March 4-6. We are excited to share that we have secured Wilson Phillips as the headliner for
the March 5 concert. The concert schedule is as follows:
• March 4-6 Dance Weekend, includes performance by Wilson Phillips;
• March 11-13 Pop Weekend, includes performances by Alanis Morissette and Jon
Baptiste:
• March 18-20 International Weekend, includes performances by Juanes, Antibalas and
Nu-Deco Ensemble with Cima Funk;
• March 25-27 Broadway Weekend, includes performances by Bernadette Peters, Brian
Strokes Mitchell and Miami Beach Classical Music Festival Orchestra.
Tickets were made available to Miami Beach residents on December 17, 2021 and to the
general public on December 20. 2021. To date nearly 7,000 tickets have been secured
(combination of resident free tickets and purchased) for the month-long activation. Additionally,
tickets for the recently announced Wilson Phillips show will be released to Miami Beach
residents today, February 9, 2022 and on sale to the general public on Friday, February 11,
2022.
Marketing & Communications Update
On December 17, 2021 we launched our Miami Beach Live! campaign as the first of three
campaigns aimed at shifting the narrative of Miami Beach tourism. The Miami Beach Live!
campaign has a heavy out of market presence in the tri-county market, complemented by media
campaigns in Atlanta, Chicago, and New York City, as well as digital, social, and key search
word implementation. All creative collateral is intended to present Miami Beach as an ideal
destination for families and couples. Below you can find a selection of our creative collateral for
this campaign:
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To complement the Miami Beach Live! marketing campaign, we will launch our "Take Care of
our City" campaign on February 18, 2022. This campaign will not focus on drawing consumers
to Miami Beach, but will rather focus on the visitors who are already present. The campaign
has a three-pronged approach with a focus on educating and reminding visitors about our local
laws, while welcoming them to our City, and promoting the myriad of things we have to offer,
including cultural entertainment, culinary, health and wellness, events, shopping, etc.
In order to ensure that our message reaches the demographic that has historically come to
Miami Beach during this time, our market research showed that the message would be best
received by a younger demographic or trusted source. With that in mind, we have enlisted the
help of four local influencers to lend credibility and deliver this message in a voice and tone that
our Spring Break demographic will engage with and trust.
The second piece of our campaign will rely on local and business influencers, where we are
relying on our residents and businesses to join in the campaign. In order to participate, they can
provide us with a high-resolution image, along with their top safety tip and a list of their favorite
things to do in Miami Beach. On February 10, we will hold a community webinar for residents,
that has been promoted via the Clerk's office, our e-briefs and on social media. A link to the
recorded webinar will be sent to residents via our next e-briefs newsletter on February 11, for
anyone who was unable to join.
The Loews Miami Beach Hotel has provided the following incentives for the City to raffle away
to those who participate, which we hope will help drive resident engagement with this campaign:
Prize 1: $200 certificate at Lure Fish Bar value)
Prize 2: 2-night stay at the Loew's Hotel (appx $500)
Prize 3: SOAK Poolside Cabana Certificate ($750 worth)
The campaign will focus on promoting our local laws, by including creative collateral that will be
displayed at the entrances to the beach, as well as a social and digital campaigns promoting our
safety messaging. Creative examples of our safety messaging can be found below:
LO C A L LAW S
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PROHIBITED ON THE BE ACH:
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• large tents, tables and
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• loud music
• large coolers
• Glass containers
• Styrofoam and plastic straws
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The adm inistration is also producing barricade covers with a Q R code that will drive users
directly to our safety messaging on the website.
The m arketing collateral is eye catching w ith neon pops of color, and each piece will have a
unique Q R code, that when scanned, will take the user to a dedicated web page that outlines
that individuals top safety tips fo r Miam i Beach, as well as a list of their favorite things to do in
the C ity.
A s of February 8, the fo llow ing partners have verbally agreed to join this campaign: DJ Irie,
O fficial DJ of The M iam i Heat; Lee Schrager, Founder SO BEW FF; Miami City Ballet; The Bass
Museum ; Barry 's Bootcam p; M uscle Beach; Dave Doebler, Enviro nmental Activist; Sabrina
Cohen, S abrina C ohen Foundation; Jonathan Tarn en, M iami Beach Youth Commission; Jessica
G oldm an, Co-C hair G oldm an Pro perties & CEO G oldm an G lobal Arts; Ray Breslin, Collins Park
A ssociation, President; David Sexton, Norm andy Fountain Business Improvement District; Troy
W right, W ashington Avenue Business Im provem ent District; Vida Estilo G roup - Hospitality
G ro up; Athena D ion - LG BTQ + Perform er; Q ueen of Flipss, LG BTQ + Perform er; Miami Beach
C onvention Center/P ublic Art Collection; City of Miami Beach Police, Fire/O cean Rescue, and
Parks & R ecreation.
T he cam paign w ill utilize m ultiple tactics to relay our message, including O ut of Home
installations at the airport, banners, digital web banners, targeted social media posts, keyw ord
search, bus shelters, and trolleys w raps. The cam paign was presented and supported by both
the M iam i Beach Black A ffairs Advisory Com mittee and the Miami-Dade Black Affairs Advisory
Board. O n January 21, the adm inistration presented the campaign to over 75 community
stakeholders, including Business Im pro vem ent Districts, cultural institutions, hotel G M's, and
local businesses to info rm them of the cam paign and educate them on how they can becom e
directly involved.
The campaign will be supported by a $50,000 media spend, paired with info rm ational outreach
seminars to com munity organizations, colleges and universities, student unions, fratern ities and
sororities in order to educate them on Miam i Beach laws, as well as to get am bassadors on their
campuses to help spread our message. W e believe the success of this cam paign will be a
template for how we com municate with visitors during future high-volum e periods. Other
examples of our local influencer collateral can be seen belo w - all creative imagery are
placeholders for presentation purposes only.
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As additional elements of our programming and marketing campaigns become available, I will
ensure that the Commission remains updated. It is the intention of the Administration to be as
prepared as possible to welcome our March visitors who have chosen to vacation in Miam i
Beach, while reminding them how to have a safe and responsible tim e. Thank you fo r your
support.
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