Resolution 2022-32414 RESOLUTION NO., 2022-32414
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA ENDORSING, IN CONCEPT, THE SPECIAL EVENT
SPONSORSHIP FOR THE MIAMI BEACH MUSIC FESTIVAL (THE "EVENT"),
SCHEDULED TO TAKE PLACE IN MARCH 2024,, WITH THE FOLLOWING
GENERAL PARAMETERS: (1) THE CITY TO BE RESPONSIBLE FOR WAIVER
OF CITY SQUARE FOOTAGE FEES AND EVENT RELATED CITY SERVICE
FEES TAKING PLACE OUTSIDE OF THE EVENT FOOTPRINT; (2) THE
AGREEMENT WOULD INCLUDE A TERM OF FIVE (5) YEARS, AND A
RENEWAL OPTION OF FIVE (5) YEARS, SUBJECT TO THE CITY
PROCEEDING WITH THE EVENT BASED ON TO-BE-DETERMINED
BENCHMARKS, AND WITH ADDITIONAL TERMS SUBJECT TO
NEGOTIATION, INCLUDING THE EXACT DATES THE EVENT WOULD BE
HELD DURING MARCH, THE LOCATION OF THE EVENT FOOTPRINT AND
UTILIZATION OF PORTIONS OF OCEAN DRIVE, COORDINATION OF
LOGISTICAL ISSUES WITH THE GOODWOOD FESTIVAL, EVIDENCE OF THE
EVENT ORGANIZER'S FINANCIAL WHEREWITHAL, AS WELL AS PUBLIC
SAFETY CONSIDERATIONS.
WHEREAS,the City of Miami Beach received a special event sponsorship request
from Talent Beach Productions, Inc. ("Event Organizer"), to sponsor a musical festival
(the "Event") in the City for in March of 2024; and
WHEREAS, the sponsorship request includes a request to waive Lummus Park's
square footage fees in an estimate amount of$600,000-650,000, as well as waiver of City
services in the approximate amount of$235,162, with final fees to be calculated based
on final site plan submitted by the Event Organizer; and
WHEREAS, the sponsorship request, sponsored by Kristen Rosen Gonzalez, and
co-sponsored by Vice Mayor Alex J. Fernandez, was referred to the Public Safety and
Neighborhood Quality of Life Committee ("PSNQLC") and the Finance and Economic
Resiliency Committee ("FERC"); and
WHEREAS, the item was heard at the September 21, 2022 PSNQLC meeting and
received favorable recommendation with acknowledgment that it would be heard at the
next FERC meeting; and
WHEREAS, at the September 30, 2022, FERC meeting, the Event Organizer
presented to the Committee the special event sponsorship request for the Event with the
following request details:
• City Commission approval for a five-year agreement to produce the festival on the
second weekend of March,with five-year extension option for the producers, if they
meet the agreed upon criteria during the initial five-year period
• City to waive all square footage fees
• All City services to be covered by the City outside of the Event footprint site
• Commitment to provide the designated area, which is to include both the concert
area, as well as the back of house from 6th to 12th Streets.
• Commitment from the City to promote the Event to the best of its ability through
the regular channels at no additional expense; and
WHEREAS, FERC members discussed the need for a succession plan included
in the sponsorship agreement, and to modify'the Event's name to better promote the
City's sponsorship; and
WHEREAS, on October 14, '2022, the Event Organized submitted a plan for the
Event's future funding, details of which are set forth in the Commission Memorandum
accompanying this Resolution,with the Event to be entitled"Miami Beach Music Festival;"
and
WHEREAS, the City Administration recommended City Commission approval of a
one-year sponsorship agreement, with one two-year renewal option with the Event
Organizer, which include the benchmark criteria, the details of which are set forth in the
Commission Memorandum accompanying this Resolution, in order for a renewal of the
agreement; and
WHEREAS, at the November 16, 2022 City Commission meeting, the Mayor and
City Commission discussed the sponsorship request, FERC's recommendation, and the
City Administration's recommendation, and endorsed the sponsorship of the Event, in
concept, with the following general parameters: (1) the City to be responsible for waiver
of City square footage fees and.Event related City service fees taking place outside of the
Event footprint; (2) the agreement would include a term of five (5) years, and a renewal
option of five (5) years, subject to the City proceeding with the Event based on to-be-
determined benchmarks, and with additional terms subject to negotiation, including the
exact dates the Event would be held during march, the location of the Event footprint and
utilization of portions of Ocean Drive, coordination of logistical issues with the Goodwood
Festival, evidence of the Event Organizer's financial wherewithal, as well as public safety
considerations.
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 endorse, in concept, the special event sponsorship for the Miami
Beach Music Festival (the "Event"), scheduled to take place in Mach 2024, with the
following general parameters: (1) the City to be responsible for waiver of City square
footage fees and Event related City service fees taking place outside of the Event
footprint; (2) the agreement would include a term of five (5) years, and a renewal option
of five (5)years, subject to the City proceeding with the Event based on to-be-determined
benchmarks, and with additional terms subject to negotiation, including the exact dates
the Event would be held during march, the location of the Event footprint and utilization
of portions of Ocean Drive, coordination of logistical issues with the Goodwood Festival,
evidence of the Event Organizer's financial wherewithal, as well as public safety
considerations.
PASSED AND ADOPTED this /G day of 44'vem6e, , 2022.
Attest:
Dan Gelber, Mayor
NO V 3 0 2022
Raf el E. Granado, City Clerk ,
lc! ,,,,,,,1
INCORPfl°RATED
26
APPROVED AS TO
FORM &LANGUAGE
&FOR EXECUTION
City Attorney Date
New Business and Commission Requests-R9 F
MIAMIBEACH
COMMISSION MEMORANDUM
TO: Honorable Mayor and Members of the City Commission
FROM: Alina T. Hudak, City Manager
DATE: November 16, 2022
SUBJECT:DISCUSS AND TAKE ACTION REGARDING THE NORTH SEA SOUTH
BEACH MUSIC FESTIVAL FOR SPRING 2024.
RECOMMENDATION
The Administration recommends the acceptance of the Finance and Economic Resiliency
Committee recommendation to approve the special event sponsorship for the North Sea South
Beach Music Festival for the second week in March of 2024,with the contingency that the event
organizer provide a detailed succession plan.
BACKGROUND/HISTORY
This item was originally heard at the February 28, 2020 FERC meeting, and members
recommended a preliminary approval of the event concept subject to the Event Organizer
submission of a complete sponsorship proposal event details, a non-refundable deposit in favor
of the City and other negotiated terms subject to the approval of the City Commission. The item
was scheduled to be heard at the March 18, 2020, Commission meeting but was deferred, as
the Pandemic began.
Subsequently, Commissioner Kristen Rosen Gonzelez sponsored an item, which was co-
sponsored by Commissioner Alex Fernandez, to refer to the Public Safety and Neighborhood
Quality of Life Committee and the Finance and Economic Resiliency Committee to discuss the
North Sea South Beach Music Festival. The item was heard at the September 21, 2022,
PSNQL meeting and received favorable recommendation with acknowledgment that it would be
heard at the next FERC meeting.
On September 30, 2022, at the Finance and Economic Resiliency Committee (FERC)
meeting, the event organizers presented the special event sponsorship request for the North
Sea South Beach Music Festival during the second week in March of 2024.
Sponsorship Request Details:
• Commission approval for a five-year agreement to produce the festival on the second
weekend of March, with five-year extension option for the producers, if they meet the
agreed upon criteria during the initial five-year period
• City to waive all square footage fees
• All City services to be covered by the city outside of the event footprint site considering
Page 1154 of 1416
the investment
• Commitment to provide the designated area, which is to include both the concert area, as
well as the back of house from 6 to 12 Streets.
• Commitment from the City to promote to the best of their ability the festival through the
regular channels at no additional expense
FERC members discussed the need for the event organizers to have a succession plan included in
the sponsorship agreement. In addition, FERC members asked event organizers whether the
festival's name could be modified to better promote the City's sponsorship.
ANALYSIS
Following the recommendation given by FERC, Tourism and Culture staff has communicated
with event organizers regarding a succession plan. On October 14, 2022, a plan for the
festival's future funding was submitted. The event organizers have also provided a different
name for the Festival, following recommendations from FERC, and the new name would be
"Miami Beach Music Festival."
Producer Succession:
At the request of FERC, the event organizers were to provide the entity that will be financially
responsible for the Festival should the event organizers no longer be able to act as the primary
event producer. The contracting entity with the City responsible for funding the Festival will be:
• Talent.Beach Productions, Inc
• Date of Incorporation: September 9.2004
• E.I.N.#73-1722117
• Latest tax filing was 2021
In addition, the event organizers propose creating a fund that continues in place with the
following details:
• Profit of second or third year less cumulative annual loss would be entered into an
"Operations Fund"for years three or four.
• Profit may be taken by event organizer from profits above the fund level amount thereafter,
while maintaining the "Operations Fund"constant and in place throughout the first five-year
period and the second five-year option.
Talent Beach Productions, Inc., the event organizer, shall be in contract for Co-Production
services with Jan Willem Luyken of North Sea Jazz Festival and Director of Mojo Concerts.
Live Nation is the Parent Company of Mojo Concerts.
Benchmark Criteria:.
In order for the event organizers to exercise the agreed upon renewal option, they must meet
the following proposed criteria:
• 45,000 concert tickets sold over the three-day concert weekend in the first year
• 100,000 concert tickets sold over the first 5 years
• An economic impact of$100 million dollars generated by the first five years of the event
Resident and City Benefits:
Page 1155 of 1416
• 7,500 Complimentary General Admission tickets for Miami Beach Residents and City of
Miami Beach employees for Thursday night concert. At a retail cost of $185 per person,
the cash value equals $1,387,500.
• City of Miami Beach will be listed as a Major Sponsor in all print, social media, public
relations, and advertising.
• Miami Beach Mayor and Commissioners plus one (1) guest each, shall be given non-
transferrable complimentary VIP admission tickets for Thursday opening night plus one
(1)additional night of their choosing (Friday or Saturday)for a total of 20 people. This has
a cash value of more than$30,000.
• One or more of the City officials to address audience prior to the beginning of the first
concert performance on Thursday night.
• Promo video of Miami Beach shall be featured in all local, national and international
marketing.
Estimated Fees:
• Based on events of similar size, such as the FTX off the Grid Festival and South Beach
Wine and Food Festival, square footage fees and City Services for the Miami Beach
Music Festival would be approximately$600,000-650,000.
• Final fees will be calculated based on final site plan submitted by organizers.
At this time, the Administration recommends a one-year sponsorship agreement with one two-
year renewal option with the event organizers, which include the benchmark criteria mentioned
above to be met in order for a renewal of the agreement.
SUPPORTING SURVEY DATA
In the 2022 City of Miami Beach Resident Survey, 86% of residents agreed that free or City
sponsored art and cultural activities contribute to their quality of life in Miami Beach and 86% of
residents agreed that Miami Beach Cultural Activities (such as art shows, film festivals,
musicals, and live performances)contribute to the quality of life in Miami Beach.
FINANCIAL INFORMATION
Square footage fees for the Miami Beach Music Festival would be approximately $600,000-
650,000. City services would be approximately$235,162. Final fees will be calculated based on final
site plan submitted by organizers.
CONCLUSION
The Administration recommends the acceptance of the Finance and Economic Resiliency
Committee recommendation to approve the special event sponsorship for the newly named
"Miami Beach Music Festival"for the second week in March of 2024.
Also, the Administration recommends a one-year sponsorship agreement with one two-year
renewal option with the event organizers, which include the benchmark criteria mentioned above
to be met in year one in order for the event organizer to exercise the renewal option.
Applicable Area
South Beach
Is this a "Residents Right Does this item utilize G.O.
Page 1156 of 1416
to Know" item. pursuant to Bond Funds?
City Code Section 2-14?
No No
Legislative Tracking
Tourism and Culture
Sponsor
Commissioner Kristen Rosen Gonzalez and Vice-Mayor Alex Fernandez
ATTACHMENTS:
Description
❑ Referral Memo
❑ Exhibit A- Mayor of Rotterdam Letter of Support
❑ Exhibit B -Chamber of Commerce Resolution
❑ Exhibit D- Executive Summary
❑ Exhibit C- Presentation
•
•
Page 1157 of 1416
Committee Assignments-C4 0
MIAMI BEACH
COMMISSION MEMORANDUM
TO: Honorable Mayor and Members of the City Commission
FROM: Vice-Mayor Kristen Rosen Gonzalez
DATE: May 4,2022
SUBJECT: REFERRAL TO THE PUBLIC SAFETY AND NEIGHBORHOOD QUALITY OF LIFE COMMITTEE AND THE FINANCE
AND ECONOMIC RESILIENCY COMMITTEE TO DISCUSS THE NORTH SEA SOUTH BEACH MUSIC FESTIVAL
FOR SPRING 2023.
SUPPORTING SURVEY DATA
NA
FINANCIAL INFORMATION
NA
Applicable Area
South Beach
Is this a"Residents Right to Does this item utilize G.O.
$now"item,_pursuant to Bond Funds?
City Code Section 2-14?
Yes No
Legislative Tracking
Vice-Mayor Kristen Rosen Gonzalez
sponsor
Co-sponsored by Commissioner Alex Fernandez
ATTACHMENTS:
Description
O Chamber of Commerce Resolution
O Mayor of Rotterdam Letter of Support
O Power Point Presentation
o Executive Summary.
Page 1158 of 1416
•
13 March 2020
To whom it may concern,
It is my pleasure to write this letter of recommendation for one of the most prominent
music festivals in The Netherlands since 1976: the North Sea Jazz Festival. The first
30 years The Hague, our international city of peace and justice and seat of the Dutch
government, was hometown to North Sea Jazz. The city of Rotterdam has been
hosting and supporting the festival for the last 15 years.
As an internationally orientated port city, we are proud having this vibrant festival in
our ranks. Widely acclaimed for its musical variety and excellent production quality,
this iconic festival enthuses artists from all continents and attracts a diverse audience
from all ages, gender and race, unified by their love of great music.
Being the leading music promotor in The Netherlands for many years, Mojo
Concerts/Live Nation NL is an experienced, highly professional organizer of festivals
and concerts. Moving with the times, they have a strong focus on health, safety,
mobility and sustainability for all stakeholders. They always work in close harmony
with city and safety authorities.
Next to adding strong brand value and a unique, positive experience to the city, the
North Sea Jazz festival generates a substantial economic and social spin-off on
multiple levels. Visitors of the festival from around the world are welcomed by our
hospitality industry and cultural institutions. Local guides are on hand to show visitors
the highlights and hidden gems of Rotterdam. Up-and-coming talent gets a stage at
North Sea Round Town, a musical warming-up throughout the city prior to the main
festival.
I am convinced the city of Rotterdam, the North Sea Jazz Festival and Mojo
Concerts/Live Nation will be partners for many years to come.
Best regards.
Mayor Ahmed Aboutaleb
Page 1159 of 1416
MIAMI BEACH
• CHAMBER OF COMMERCE
1920 Meridian Ave,Miami Beach,FL33139 2020.2021 EXECUTIVE BOARD OF GOVERNORS
Robin Jacobs.Miami Beach Cosmetic Plastic Surgery.C/iainnan
Aaron Tandy,Pathman Lewis LLP.Chair-Elect
Wayne Pathman,Palhman Lewis LLP.Immediate Past Chair
Madeleine Romanello.Compass Peal Estate.Vice Chair
A RESOLUTION in Support of the Pillar Board's Sub-Committee to Richard Segal,Segal Zuckerman.Vice Chair
John Stuart,FIU. Vice Chair
Bring High Profile Weekend to Miami Beach Steven Krelnik,FisnerAmper LLP.Treasurer
Seth Feuer.Compass.Pillar Trustee Chair
Alm B
Whereas, the Pillar Board has been working diligently on addressing some of the concerns John Reinaldoeman,Borges,BorgesCommissioner.AssociatesCityoftf.La
Architeacectsh
resulting from issues receiving significant visibility in and around the Entertainment District Matis Cohen,KP Kahunali Properties
Sheila Duffy-Lehrman Tropic Survival
(ADCD of Miami Beach),and; Marisa Galbut,Crescent Heights,Inc
Mark Gemignani Dominion Builders.LI C
Jack Glottman,Saglo Development Corp.
Whereas,one of the takeaways from the Pillars'goals conference was that the City would Michael S.Goldberg.IBERIABANK Private Client
greatly benefit from having planned programming during high profile weekends,and; Alfredo J.Gonzalez,Greenberg Traurig.P.A.
Jorge Gonzalez,City Manager
Bruce Gould,Bruce K Gould Foundation
Whereas,the Pillar Board has created a sub-committee to look into the feasibility of the Jason Loeb,Sudsies Dry Cleaners&Laundry
Anthony Noboa,ODM Performance Solutions,Inc.
Chamber embracing various concepts for high profile weekends,or any other special event Sander Scher,Clara Development Solutions
periods in Miami Beach,and; Lindsay Schottenstein,American Eagle
Jeevan Tillit,East of Collins
Whereas,at the March 2020,Board of Governors meeting Greg Elias and John Lycan of Mojo BOARD OF GOVERNORS
George Anderson,Sun Concierge and Staffing.I LC
Concert,a subsidiary of Live Nation,presented a Concert for Spring 2021 Proposal; Arturo Arca,Trembly Law Firm
Ian Bachelkov,Akermar•.
Peggy Benua.Dream South Beach
Whereas,the Board of Governors voted to support positive programing for March 2021 in the Jason Billie,The Law Offices of Jason G Blilie,PLLC
form of a high end concert series and to fast track discussions with the City of Miami Beach; Jeffrey M.Cohen,EWM Realty International
Deanne Connolly-Graham,The Charter Agency
Erin Dowd,Baptist Healtn South Florida
Whereas,discussions with Mayor Gelber and his team resulted in a presentation to the Mirielle Enlow.Keller Williams Miami Reach Realty
Jeff Feldman,The Rinaldi Group of Florida
Commission of the Concert Series Proposal; Patricio Fernandez.WeSlream4U
Jessica Francos,Clevelander/Essex House Hotel
• Jessica Fuentes,Cafe Avanti
Whereas,the a Covid pandemic required that planning for the Concert Series be suspended; Alex Furrer,The Setai-Miami Beach
Morgan Geller AXS Law Group.PLLC
Alfredo J.Gonzalez,Greenberg Traung.P.A.
Whereas,the Pillar Board seeks to encourage businesses and entities to create events that will Alex Heckler.LSN Partners
stimulate tourism while also attracting the attendance of local residents to them; Paula Hopkins,PepsiCo
Diane Klein,Nova Southeastern University
Calvin Kohll,Mercedes Services Inc.
Whereas,it is the intent of the sub-committee and the Pillar Board to make recommendations Michael Larkin,Bercow Bartell Fernandez&Larkin
Benton Launerts,Park One of Florida LLC
to the Miami Beach Chamber Board of Governors to urge the City Commission to support Linsey Lovell.Pardo Jackson Gainsburg.PL
appropriate programming during high profile periods,and; Paul M.Lowenthal,Southern Audio&Visual
Joy Malakoff,Commissioner City of Miami Beach
David Martin,Terra Group
Whereas,on June 1st,2021 the sub-committee met with Greg Elias,the producer of the Maia Mediavilla.Vi at Aventura
Bo Megginson.Gold Coast Angel Investors
proposed,2021 North Sea South Beach Music Festival,which was postponed due to Covid-19, George Mohama,Hotwire Communications
and; Charlie Mustell,The Mustell Law Firm
Daniel Odess,GlobalPro Recovery Inc.
Jay Parker.Douglas Elliman Real Estate
Whereas,Mr.Elias represented that his partners,Mojo Concerts,the Dutch division of Live Fred Peterson,Miami Beach Convention Center
Steve Polisar,Offices dl Steve Polisar
Nation and others are prepared to move forward with a three day weekend Concert in Miami Chris Rollins.South Beach Group Hotels
Beach during a weekend in March of 2023, Melissa Rubin.Compass Real Estate
Ily Sabuggo,Atlantic Broadband
Daria Salyakia,Nicklaus Children's Hospital
Now therefore,the Pillar Board and the High Profile weekend sub-committee do hereby Mark Samuelian,Commissioner City of Miami Beach
Emily Sherman.W South Beach
recommend to the Chamber Board of Govemors that the Chamber put its full weight behind this Lyle B.Stern,Koniver Stern Group
initiative and begin to line up support from the Miami Beach City Commission for said concert. Julianne Strout,Commissioner City of North Bay Village
Ceci Velasco,Ocean Drive Association
Josh Wallack,Mango's Tropical Cafe.Inc.
Passed this day,June 1st,2021. GOVERNOR EMERITUS
Seth Feuer,Pillar Board Chair&Arathi Ramappa, High Profile Weekend Committee Chair James Rocco Boucher Boucher Brothers Management
Sidney Goldin.Miami Jewish Health System
Therefore,the Board of Governors heard this item and after deliberation adopted this resolution Michael Grieco,Criminal Law Office of Michael C Grieco
of support on this day,June 8th,2021. CORSPORAsP TEAEMET&TRITUS
Thairida
Jage Douala City Nakra ilk of Rona
• Chistc lerFenteafereaPPteratLott
EX OFFICIO
(CAA � pf" Marc Hm derson, GMCVB a Aviation Department
)177,00174-.:
William Talbert 111,GMCVB
Robin Jacobs, Jerry Libbin, Aaron Tandy,
Chair CEO&President Chair-Elect
Board of Governors Miami Beach Chamber of Revd teaBofv&4b'tdiks
Commerce
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2019 CNSJF
A tantalizing entertainment
experiencebenefiting
Curacao' s economy.
,f- curacaof*
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UCF �`�Page 116 festival
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The Dick Pope Sr.Institute for Tourism Studies
Rosen College of Hospitality Management
ikre4 University of Central Florida
000/Universal Boulevard
Orlando.Florida 32810
UC F Main Investigators:
Manuel A. Rivera. Ph_D_
UNIVERSITY OF Robertieo Oroes_ Ph.D.
CENTRAL FLORIDA Acknotrledgr)ent.
The Dick Pope Sr.Institute for Tourism Studies would like to
acknowledge the support of the Curacao Tourist Board`CTB'.in particular
the valuable assistance of:
Ms.Christine Campagnard`Marketing.Research IL Planning Manager'
CURAQA-O:
Page 1162 of 1416
. 0 Table of C
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Sections
4_ Euecutive Summary
2_ Introduction
3_ Survey and Data
4_ 704° Attendance
5. 704° Attendees Profile
6_ Behavioral Intentions
7_ Identity. Desire Q. Passion towards the 0111SJF
8_ Festival Satisfaction
°_ Curacao Euperience
40_ Tourists Spending 704°
44_ Conclusion
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Page 1164 of 1416
Executive 73=4
ummar
The 201°Curacao North Sea Jai/ Festival`0149JF'was held during the U S.Labor Day Weekend between August 20
and August 34. The festival has generated beautiful memories for many and is a compelling magnet for bringing
people together. Its sizeable economic contribution. promotional value. and its appeal to new and affluent market
segments are the most significant benefits of the CAI9JF to the destination. These gripping results make the festival
the flagship platform shaping Curacao s future
The festival attracted 5.00E international attendees.which spent USS2.522 per trip per person.and U99413 per day
per person.Spending per person was 40 3%higher compared to spending at the 2048 festival when spending per day
per person was U99343.and 33%more than 2045`1199311'.This spending per person per day is twice as high as the
average tourist spending per day`US94/4.00' •
The 2040 CAISJF"s total direct spending is estimated at US944.005.00°.while the total economic contribution of the
festival to the islands economy is USS47.121.0°0. The festivals overall contribution to the islands economy
represents two days of Curacao s GDP output
The promotional value of the festival is immense. reaching. by one account of the CTB. 22 million potential
households in Latin America alone
Respondents reported that they have a secure emotional connection with the festival eupressing brand commitment
and loyalty. The festival clearly fulfills the needs of international respondents Similarly to previous years. overall
satisfaction scores euceeded°0%.which is an impressive accomplishment Respondents behavioral intentions were
also firm revealing intention to return and to recommend the festival to others.
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Introduction
The title of the report.reveals the meaning of the festival to the attendees and Curacao. The festival reveals a premium
value for international visitors`which reflects the concept of tantalizing':the festival brings people together cutting across
time by uniting generations:and the festival generates significant economic benefit to the islands people.The quality of
the festival and its memorable impact reveal the power of music as a catalyst that brings people together and unites
them through their love of music and an enjoyable experience. The festival serves as a platform to drive income change
benefiting Curacao.
The ninth edition of the Curacao North Sea Jazz Festival 'CNSJF' was held during the U.S. Labor Weekend between
August 20 and August 34.201°.The festival took place at its traditional venue.the Curacao World Trade Center.This years
festival offered. similar to the previous year. a unique promotion with one free admission to a show on Thursday night
`August 2V'featuring Juan Luis Guerra and Aimee Nuviola.The festival featured its customary super artists'line-up.which
this year included.among others.Maroon 5.Ma►iah Carey.Pitt Bull.Kenny G.Michael McDonald.David Sandborn.Gladys
Knight.Third World.and Kicky Jam.These artists performed on three stages.namely Sam Cooke.Celia.and Sir Duke.
The CNSJF has been sponsored and organized by Fundashon Bon Intenshon `FBI'. a local foundation established in
Curacao [11.The foundation signed an exclusive contract with Moio Concerts. the owner of the North Sea Jazz Festival
brand. for the production of a music festival in Curacao. Moo is one of the most significant event organizers in the
Netherlands and is a member of the American conglomerate Live Nation Entertainment Inc.Live Nation Entertainment is
one of the worlds leaders in the productions and marketing of events.
The festival is a tremendous source of income.promotion.and pull for new and affluent tourists to Curacao.Over its nine
years. the festival attracted thousands of new tourists to the destination who have steadily has increased their loyalty to
the destination.Its impact on the destination promotional value is sizeable.For example.according to the Curacao Tourist
Board `CTB'. ten TV stations in Latin America broadcasted 22 packages related to CNSJF. with over 42 minutes on air.
reaching over 22 million potential households in those countries. This distribution had a value of USS4.3 million in
promotion[21.The festival is the hallmark event of the destination and has become the most prestigious and celebrated
event in the Caribbean region.
This report documents attendees'experience during and after the consumption of the festival and the host destination_
The report also reveals the economic benefits for Curacao because of the festival attendees spending. The survey
instrument includes visitors' experiences. behavioral expectations. and spending. A festival-scape and behavioral
intention perspectives. and an Input-output model framed the analysis. The report is organized: survey and.data
collection.profiling.behavioral intentions.experience.satisfaction.and economic impact.
Li]1 he festival vas co sponsored by the Curacao Tourist Board'c 1It'.Maduro Lamers Bank'MCW.Curacao Airport Partners'CAP'.and I Ieinelren.
[21 I mail from the Deputy Director of the('.I II dated September 12.201Q.
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Several general research issues were reviewed-including a sampling of attendees.questionnaire design.and economic
assessment. the study followed a systematic approach to festival policy or evaluation to facilitate festival evaluation
to increase comparability.and support strategic decisions.
The study applied a survey instrument stemming from a theoretical framework founded on "the experience
economy- that reflects the overall experience at a music festival f3] 1his framework ,s relevant in assessing the
offerings for event attendees to gauge the satisfaction level of attendees and provides an understanding of the
attendees' decision-making processes The survey design also included the input-output framework to estimate the
total economic impact of the festival.
The survey contains predictors relevant to a music festival.The study queries how attendees evaluate their experience
at the festival: isolates their demographic profile. identifies their satisfaction levels: and discovers whether they will
return or provide a referral`behavioral characteristics'to prospective attendees.
The UCF teams enlisted the assistance of the Cl B through Christine Cartpagnard and recruited ten experienced
canvassers to administer surveys only to tourists attending the festival The sampling procedure involved a
convenience sample of international visitors attending the festival.and the sample size consisted of 415 respondents
`47%male and 53%female' [4].The sample represents 8.3%of the tourists who attended the festival.
[3J Rivera.M..serarad.V..and eroes.It.'9015'.The five I-s to festival eupenence in the contest of Gen V.I vidence form a small island destination.Revwta 1 spatiola
de Invewtigaetim cn Marketing F MI(''121 IUI I'.40'9'.°b 400.
141 Convenience sar.tpltng is a type of sampling that involves getting participants wherever you can find them and typically wherever is convenient.
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1111 2019 Attendance
-tar.:0
The CNSJF hosted 5.008 international visitors.The overwhelming rna&o►ity-nearly 70%.visited Curacao before-and
03%had attended the Festival before Nearly 10%have attended all the editions of the festival.while four out of ten
had attended the festival three times or more These numbers suggest a strong loyalty to the festival.
However. 70 2%visited the destination for the sole purpose of attending the festival The overwhelming rlwority of
international visitors`O0%' participated at the festival for two'2'days.indicating a strong desire and passion for the
festival
The distribution of source markets reveals essential changes compared to previous years.The festival attracted most
of its attendees from Other Caribbean.specially from Surinam`2°.3%'. the Netherlands'21%'.Colombia`42.1%'. the
United States `0.7%,'. followed by Venezuela '5 4%'. and Brazil '2%'[51. While the source countries have remained
loyal. there has been a shift regarding attendees distribution.
The preferred place of stay was hotels'52.4%'.followed by family!2.friends'20 2%'.and rented houses`12.A%'.
The demographic profile shows more than half of respondents were Generation)1`50%'.more than half had income
exceeding US50V.while more than half was married.Another critical segment attending the festival was the single-
segment.which remained a prominent and influential emerging market_Nearly 00%of the respondents participated
at the festival before revealing strong loyalty.and 70%attended the festival for two days The latter implies that the
destination is also benefiting from increased loyalty.
The
.� 1Jetheriand9 " .40` ,
A
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',, .1 t 20_3% 4' _ Int At tendees
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t� € f [51 Other Canbbegn includes ArubaBonaire'l)orrnrncan Repubtu1amaica'tnnidad D.
' o lobago'9ini Marteen
69% 63% 10% 90%
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ES
F lad vISIted I lad at tended I he Attended the At Ierl(ded I he
Curacao helo►e I esiival helo►e I eyuval 4 day I (wllval > days
AP 2019 Attendees'
--cnr.0
Previous attendance to the CISJF
37416 •
3 `
- 13.3% NN_4°1
s.
. - . ,4p irjr sr • j4. . IV
, ; lk
FIMP ne 1 - ads . 4 6 : 1ui 1R
69% 58% 39% 46%
, , , , . . All
, , , , , , ElIgtil
Visited I'tinda Visited Orrib<.tnda Visaed Pieierri lam Visited Jan I hid
11% 12% 24% 59%
111(1( t ck n
Alk
„sued ., Visited I\laiional Visiied Sharloo Visited Mar.itm
Plantation Parks houleva►d
* 2019
Attendees' Profile
Pur . ose of visit • Gender
.".:,,,,,,,,,.,,,,,,-„:„,.,...„,„:„.„...„:„,„.....„,..,:..:--:-,..'-':`.-7.- Ci.;'::?:F.'73:°;-!::-..":7-:.:1:::'-:"5-:- .-:!Z;-:.: -:-..:;',V.:.•24-1'..5.,`,%:;lipin. ,..
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i i Friends i �12.3% * }7_1% Y Family rpose "-
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Place of Sta A ! e
;;;;.„,..,-...!..„,-....-..,...:.,.„-:._,-„ „---...,:„.:_,,.....,.., ..:-.„.L:..._. _,.. :.., . ;:::-...:-._,-; j 31% 28%,::: :.-,• ,.„, .... -•„...
O •7 S• Family'Friends g_9%p ® Guest House-. __ 20%
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Household Income Relationship
47% 7.7%
15.4%\
47% 2o4%
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40.5%
40 4%
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Under 925.000 925.000 92°.°00 930.000 93°.000 Single living alone •Single living with others
• 940.000 940.000 •950.000 974.000 • 975.000 900.00o •Married • Divorced
• 9400.000 Q.over
Page 1170 of 1416
AO
Behavioral Intenti--cnol
ons
Intention to return or reeontmend the festival are indicators of a strong appeal of an event or destination Festival ,
attendees r,lily return to die festival the followrrt1;year and ►kta''have a significant 'Whence in encouraging others to
attend the festival when the'share their e:rperienee with theist AAeasunnf;a reef) 11 i'ndanon or intention to return to
the festival is a powerful wary of gauging a festival s appeal and success
I he eldgll has consisienuly revealed a substantial impact on the behavioral intention of respondents I he retention
pc'rspc'('nvcs are healthy with"0%of respondents report Inv,the willingness to recommend the festival uA consider
c'onung bad/ io visit the festival the neat year and 80% will share their erpenence with others on social media the
Icstival has engendered compelling word of r,lot th oppormmllics
the festival also Seel,is to propagate positive behavioral responses to the desunauon..with wi% would come baelt to
the destination for vacation and"0%would reconiroend the destination I hose responses show how the festival has
become a significant opportunity for the destination to appealing to new affluent lotillsty I he results are also
consistent with previous`'eats
I want to come back to this I want to come back to Curacao
festival_ for a vacation
1 % =• ,,,,,,,,,;„ 94% 2% '::J`':- 93%
e ,,,,,,z,„
w_ •
Disagree .. Disagree
f ti ..
fi yv--ke,,
r.
I tiould recommend this festival I would recommend Curacao to
to anyone that asks anyone that asks
0% zi.'� 96% 1 % _ .;/:` 96%
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Disagree Disagree
P
. . ... ,,N. ' Wa - - ... 1k-'. -; ••
Iwo
Identity, desire i
• & ass•o n
towards the CNSJF
The V048 report uncovered a strong and large fan base that the festivals have acquired over the years This strong fan
base is an outcome of the growing brand appeal of the CAISJF. However. the responses last year did not enable an in-
depth understanding of the reasons the festival has accumulated this strong fan base.
The results of our study suggest that erootions towards the festival are relevant to the festivals brand and loyalty.This
years responses uncover the international attendees' intense desire to identify with the festival. More than 75% of
respondents identify themselves with the festival by either thinking often about the festival or feeling a loss if not
attending the festival. They like and perceive the festival as part of their identity and essential to them.which is more
significant than the cueellent quality imparted at the festival.
The appeal of the festival relates to the strong desire of the international attendees towards the festival. Desire is a
relevant factor in determining the action of attending the festival and is connected in marketing with identity Nearly
°0%of respondents reported a strong desire to participate in the music festival.which affects the behavioral intention
of international visitors. The strong preference towards the festival for pleasure and enjoyment resonates with the
identity of respondents. This sense of identity with the festival's brand commitment and loyalty. both were
recommending the festival and re-attending the festival. From this perspective. the festival is a critical source of
fulfilling respondents needs.
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- fest apt altot.rs rye to: I` festival allotrs me to 1`
ha a variety of appreciate festivals
even more_
1 1`
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:ice
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have memorable ° .
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ya119f'1('i ion i9 a critical driver OI choice `d(`911nation Or event' sp('ndn,- and intention to revisit or spread positive
word ol r=totnh `behavioral intentions' Satisfaction Is a post ('onsul ipuon asscss►ttent of the festival that rilec'ts or
ex('e(`(is e'pec'Ia11Ons The sai slac'IIOrt scores hx,, r('sp)nderits are all °O%,and above sir iiilar to the p1('Violl9\,/('ar
Respondents were satisfied vIth th('r=tusic'al quality ol p('rforr,te'rm `')'3'%%'. the''terfon,t('►s line up`°jI'%.'.and were
overuhel►aingI;'`°41%='satisfied t_rtth the festival These are i►=)pr('9slvc'san9fa('IIon scores'or a►atis1('festival
A
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Curaçao Experience...
_i_.
11hen it comes to a 1R
vaeanon.(u w.i ao
Lie.rill/first-
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preference_ Iir -
I I ak
Lewd Agree
A I am thrilled about -,
tiny a ter in 1W
ao_
lk
3n o.!
1
ap
1
_..,_.- ,—Awee- --
I he festival proffers the opporrunir' to consider the destination as a future vacation option Uc have not toed over
the 'mars that the Icyrival has becohxc an csMerlual sou►c'e Of this oppo►ntnrt'' for vac<rucmuty; Over "O'%, ctl the
respondents reported a positive destination eapenence Ilovever. onl' /3'% of respondents stated that the
destination would be their lust vacation choice in the future lilts result untplus that Curacao requires orlon in the
continued developr,ient of dust riautm brand locialn, I his effort will require planning,I in to and work
2 :. 'rz. w ici.:r: i....., iitii:ircd'
rr sr�' x :::iEi'
I
'rI.i. 1 W� :_•=- '` �' j.• -• .: is:1 ,:1..' '
v. 4 F' :i•. • ~I:: a
i u.4 I/ I !i
iipT Spending
-tur:0
Visitors spending was estimated at USS2.522 per trip per person and U99413 per day per person Spending per person
was 20.4% more compared to spending at the 2018 festival when spending per day per person was U99343. and 33%
more than 2015`US9311'.Visitors spending attending the festival remains higher than the typical tourists visiting Curacao.
This spending per person per day is more than twice as high as the regular tourist spending per day `USS171.00'. Hotels
received the most spending per trip per person`U99575'. followed by shopping`US9203'. food and beverage`U99223'.
car rental`U99211'.and casino'153'. Alightlife also showed strong spending per trip per person estimated at U991o7 The
festival's tickets sales were USS3°0 per person during the three night event.
the total direct economic impact spawned by the 2010 CAISJF was estimated at 1J9911.005.00°.This spending was U993
million more than in 2018. The indirect impact which measures the business transaction spawned by the direct spending
of international visitors was 1JSSo.115.430.The total economic impact includes the leakage factor estimated at 30.8%.The
total economic contribution of the CAISJF to the island economy in 201° was USS17.121.0°0 million. with a multiplier
impact of 1.54.
is ,;
$575 $223 $167 - $139
Per trip-Person Per trip'Person Per trip'Person Per trip'Person
-::..,/.' f:::I.,:...1.3:,,
$211 $390 $263 $128
Per trip-Person 3 night event Per trip-Person Per trip-Person
! :..,
' ',-11-:". M. L;' ':.; -.-
$153 $70 $200
Per trip'Person Per trip-Person Per trip-Person
'All figures are in U99.
,. — i .may i e. jin J•.] .'
4--
$2 V 522
'All figures arc in U99.
$4 1 3 .
.,..,
'All figures arc in U99.
Conclusion7311:0
curacao
nOrt
Sr Azzi
i�c r va
lti
•
��, a ,a
_ vitir
curacaoc*
nort
seaJaz
festival
Respondents expressed a high level of satisfaction and emotional connectedness with the festival Satisfaction and
connectedness suggest that respondents value how the festival responds to their needs- International attendees
seem to suggest that their loyalty towards the festival is because they know what to expect and because they receive
consistent.predictable.positive experiences_Our research over the years indicates that overall attendees satisfaction
scores exceeded 00%,.I./here attendees expressed their satisfaction with the musical quality of performers and the
performers line-up.These are impressive satisfaction scores for a music festival.
The O JSJF continues to be a strong draw for the destination. according to respondents. More than 5.000
international attendees visited the destination and enjoyed the three-night festival They came from multiple
countries.and the distribution of source markets reveals a shift towards regional markets The festival also attracted
for the first time in its history more international visitors compared to local residents
The positive experience evoked by the festival's emotional connectedness with the international attendees generated
an estimated value of U9911 million to the economy. This spending of the international festival attendees is
astounding with spending per day that surpassed all previous CNSJF editions. I he spending power per person per day
at the festival is more than twice as high as the average tourist spending per day`US9171.00'. the festival by itself
generated two days of the economic output for the island.
The festival also reveals substantial promotional value for the destination. Reporters from Aruba.Canada. Colombia.
Germany. the Netherlands. Sint Maarten_ and Surinam covered the 201° CNSJF. Almost 22 million potential
households in Latin America were exposed to the festival on their television screens.
The festival en'oys a strong perception of quality and satisfaction revealed in meaningful and memorable experiences
for attendees with strong behavioral intentions to recommend and re-attend the festival. This behavioral response
seems connected to the active brand commitment and loyalty towards the festival. These loyal attendees are excited
and emotionally attached to the brand. The festival has become a rite of passage for these international visitors
because this festival experience is about the atmosphere. about the food they eat. the friends they make and the
memories they create.
The festival continues to draw thousands of international visitors to Curacao. providing substantial business
opportunities to the island.
Page 1179 of 1416
•
Rosen College of
UCF Hospitality Management
UNIVERSITY OF CENTRAL FLORIDA
Dick Pope Sr- Institute for Tourism Studies `DPI'
https- hospitality_ucf_edu'
In 4070 the University of Central Florida established the Dick Pope Sr.Institute for Tourism Studies`DPI'_ [he Institute
was established for the purpose of '1' conducting proprietary and public domain research. '2' promulgating
information to the public at large about the contributions of the hospitality and tourism industry- especially along
economic- sociological- environmental- and quality of-life dimensions- and "-3' carrying out credit and noncredit
educational activities.
Since 2005. DPI has secured over 94 2 million in contracts and grants for research purposes Its extensive client list
includes categorical sampling- destination management organizations- convention and visitor bureaus. hotels.
hospitals-vacation homes-restaurants and theme parks.
Furthermore. DPI has played a significant role in facilitating over Sal million in non-credit educational programs with
international partners. UCF-s Rosen College doctoral students are extraordinarily essential to the Institutes ability to
meet its ob'ectives and its commitments. In addition- contracts and grants funded through DPI have been an
invaluable source of external funds to support graduate assistantships for the doctoral students.
Applied Innovative Research
The Dick Pope Sr Institute for Tourism Studies is the intelligent choice for private and public domain hospitality
research-both domestically and abroad.We have conducted research for organizations in countries such as Australia.
Canada. Japan. New Zealand. South Africa and South Komi. Our client list includes destination management
organizations-convention and visitor bureaus-hotels.hospitals-vacation homes-restaurants-theme parks and more.
Improving the Quality of Tourism
Lie arc dedicated to increasing the benefits of tourism through research. public awareness and education.We invite
you to visit the Dick Pope Sr. Institute for Tourism Studies digital collection to access our portfolio of research.
publications.Q.white paper series.
A Tradition of Excellence
The Institute offers non-credit educational programs aimed at improving professionalism in the industry It was
established in 1°10 after receiving S25.000 from the Florida Public Relations Association. Orange Blossom Chapter.
The name honors the late Dick Pope Sr. the former owner of Cypress Gardens and the first commercial tourist
entrepreneur in Florida.
In 4083. the Institute's advisory board successfully lobbied the Florida University Systems Board of Regents and
created the Hospitality Management undergraduate degree program at UCI- Its successor. the Rosen College of
Hospitality Management.oversees baccalaureate program activities.
Contact Our Experts
Benefit from access to more than 40 researchers in the hospitality and tourism industry.For more information-please
contact Dr Croes'407.003.8028 OR Robertico Croesoucfedu'
Page 1180 of 1416
c t►racao
port .
sea Jaz
. .. festival
For More Information
Please Contact:
Dr.Manuel Rivera
Manuel_Riveraoucf.edu
Dr.Robertico(roes
Robertico.Croesoucf.edu
University of Central Florida
Rosen College of Hospitality Management
0007 Universal Blvd.
Orlando.FL 32810
Last edited:23'October' 2010
Copyright tc')2010. All rights reserved.
No part of this publication may be reproduced.transmitted.transcribed.stored in a retrieval system.or translated
into any
language.in any form or by any means.electronic.mechanical.photocopying.recording.
or otheruise.without prior written permission from the University of Central Florida.
All copyright.confidential information.design rights and all other intellectual property rights of whatsoever
nature contained herein are and shall remain the sole and erelusive property of the University of Central Florida.
The information furnished herein is believed to be accurate and reliable.
(,),
‘'Lli..- 4Cgte.:
UC F
, jam FUNDASHON
CURAçAZ
I�1D1 �N,MUk
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Heineken MADURO 8:CURIEL'S BANK
upt. .X) Ait=PiirT PA;!- NERS
Page 1181 of 1416
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Miami each m Festiva
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March 2024, Miami Beach, FL
• 3 days `
• 3 stag �r,.r~
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30 shows.:--
. mo•, - e'l PI' iii• East of the Se • -St_! - -2tst et (exa c }
• 25.000 - 40.000 V ` K `; ►v 4:. �.y
Yr .
• Latin, Jazz, Soul, R&B, - Rock, =
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• Timeles usic for ail a es anvil:`�f. dl
y
Why?
The month of March for many, many decades, was the peak month of "High Season" in Miami Beach. The goal
of this 1" Class Concert, the Miami Beach Music Festival, is to once again create another magical "Renaissance"
of Art and Culture on an international scale to help restore the month of March to be the ultimate time of year
for both residents and visitors to enjoy the timeless beauty of Ocean Drive and our beautiful City together.
By bringing Class A level talent for a 3-day weekend concert with a first night concert being free for residents of
Miami Beach, we believe that a new "Peak of the Season" can be created with a wide variety of great musical
performances and will achieve the desired result of peaceful prosperity with occupancy at "peak season rates"
for all hotels and hospitality businesses in the City Miami Beach.
Partners & Producers
Fundashon Bon Intenshon - Curacao
• Founded in 1990 by Mr. Gregory Elias and established on the Island of Curacao (Dutch Antilles)
• Charitable projects in the fields of education, athletics, cultural literacy, healthcare, tourism
• Curacao North Sea Jazz festival and Curacao International Film Festival Rotterdam are two uniquely
successful projects that have been made possible by Fundashon Bon Intenshon
Mojo Concerts/Live Nation Holland
• Mojo Concerts (est. 1968) is Holland's leading concert promoter and festival management company
• Promotes 150 shows and 20+ festivals yearly, serving more than 2,5 million visitors annually
• Runs flagship festivals like North Sea Jazz, Pinkpop and Lowlands
• Manages biggest music venues in The Netherlands; Ziggo Dome and Alas Live (Amsterdam)
• Mojo has been a part of Live Nation since 1999
North Sea Jazz Festival '22 (est. 1976)
• 15 stages
• 150 concerts
• 1,500 musicians "-
• 90,000 visitors
• In 3 days, under one roof
• Largest indoor festival in the world'
Headliners in recent years Adele, Alicia Keys,
Sting, Lady Gaga, Stevie Wonder, Pharrell,
Prince, Diana Ross, Santana, Kendrick Lamar,
Amy Winehouse and many more... NN
Wort
sea Jaz
Curacao North Sea Jazz Festival (est. 2010)
• 3 stages
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Jill Scott , . ; r:' Fx_ r • r
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Nile Rodgers & Chic `� ' ,•
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Charles Bradley , ::: :: :: ti. .4.: ..... ,
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Financial Estimates 2024 - 2026*
COSTS 2024 2025 2026
Talent $ 8.000.000 $ 8.500.000 $ 9.000.000
Hotels/ Internals $ 300.000 $ 325.000 $ 350.000
Marketing & PR $ 350.000 $ 400.000 $ 450.000
Crowd Control $ 500.000 $ 525.000 $ 550.000
Site production $ 500.000 $ 525.000 $ 550.000
Backstage production $ 400.000 $ 425.000 $ 450.000
Technical production $ 1.200.000 $ 1.300.000 $ 1..400.000
Decoration $ 500.000 $ 525.000 $ 550.000
Site rent $ - $ - $ -
Miscellaneous $ 200.000 $ 200.000 $ 200.000
Total Costs $ 11.950.000 $ 12.725.000 $ 13.500.000
Financial Estimates 2024 _ 2026*
INCOME 2024 2025 2026
Thursday 15.000 20.000 25.000
Friday 15.000 20.000 25.000
Saturday 15.000 20.000 25.000
Total visitors 45.000 60.000 75.000
Price avg. $ 185,00 $ 195,00 $ 215,00
Total Ticket Income (Gross) $ 8.325.000,00 $ 11.700.000,00 $ 16.125.000,00
Sales Tax 7% $ 582.750,00 $ 819.000,00 $ 1.128.750,00
Total Ticket Income (Net) $ 7.742.250,00 $ 10.881.000,00 $ 14.996.250,00
Corporate sponsorship $ 200.000,00 $ 300.000,00 $ 400.000,00
Merchandising ($14,- pp. net) $ 630.000,00 $ 840.000,00 $ 1.050.000,00
F&B ($68 pp. net) $ 3.060.000,00 $ 4.080.000,00 $ 5.100.000,00
Total Income $ 11.632.250,00 $ 16.101.000,00 $ 21.546.250,00
Margin $ -317.750,00 $ 3.376.000,00 $ 8.046.250,00
ltri. btlilrlr•t 1> hose d On/7rowcionl/!(-7 ,u! UtKnt, (1101 tv1l1 to'(rdltr.lto1 nS th(' llnhl L1iOrloctiorr cctL/)Ontl, iorkr-t Insight s oro Sill(111t'lol)rnrr
UCF
UNIVERSITY OF CENTRAL FLORIDA
Rosen College of Hospitality Management
9907 Universal Boulevard
Orlando,FL 32819-8701
Orlando,September 26,2022
Dear Greg,
I am following up on your request to guesstimate the potential economic impact of the Miami Beach
Music Festival(MBMF).The rough guesstimate of the economic impact only considers festival goers who
come from outside the County.In other words,festival goers within the County are excluded from this
rough guesstimate.
Below are the assumptions used to produce the best guesstimates for the first year:
• 50%of festival goers come from outside the County,which is 15,000
• The party size is 2 persons
• The average nights in Miami is 2.5
• The average daily rate is$250.00
• The direct spending only consists of hotel and food and beverage, including nightlife,but
excludes shopping,car rental,gas,and transportation(taxi)
• The multiplier is 2 based on an average music festival multiplier in the country
The total direct spend based on the foregoing assumptions is$15.9M generating a total economic
impact of$31.7M in the first year. Each dollar invested by the festival spawns two dollars and 65 cents
(based on the total economic impact=$31.7M divided by the festival cost=$12M).The table depicts the
estimations.
Dr.Robertico Croes
Professor Tourism Economics and Management
Editor Rosen Research Review(RRR)
Rose. College of Hosp; iii'Ivla! `rie:
-1vers;ty c.s,f Central Fiorida
40 03 8028
Roberticu.crues i ucf.edu
hospitalitv.ucf.edu
Phone:407.903.8000•Fax:407.903.8105
An Equal Opportunity and Affirmative Action Institution
Page 1194 of 1416
Visitors 15000
Party Size 2
Avg. Nights 2.5
Total Room Nights 18750
$
Ticket Price(2 days) 185 370.00
$ $
ADR Avg.(Miami) 250.00 312.50
F&B&Night 150 375.00
Spending Sub Total Per Person 1,057.50
$
15,862,500.00
Festival Cost(FC) 11,950,000.00
Total Econ Impact(TEI) $31,725,000.00
ROI (TEI/FC) 2.6c:
$
Example Sponsorship 1,000,000.00
ROI on Sponsorship 15.86
Page 1195 of 1416
9-30-2022
ECONOMIC IMPACT
According to the GMCVB stats of 2019, this Economic Impact Projection is purposely
conservative. In this projection,we are presenting Domestic Travel from outside of the tri-county
area is calculated at 2.5 nights whereas the GMCVB average for Domestic Tourism is calculated
at 3.7 hotel room nights per person.
•
Also,traditionally,40%-50%of the attendees to the Holland and Curacao Jazz and Music Festival
concerts that have happened over many years are International Tourists. The GMCVB stats show
that the average hotel night stay for International Tourism is 6 nights. In this projection the
calculation was still based upon 2.5 hotel room nights.
When I calculate to the GMCVB stats for Economic Impact of Tourism, I am using a
"compensating" $230 cost per room night down form the $250 per night calculation of Dr.
Robertico Croes purposely to arrive at an average room night cost of $240 which represents
current trend.
This recalculation for International Tourists to visit Miami Beach for the Miami Beach Music
Festival would stay an increased 3.5 nights longer for an estimated 6,000 concert attendees. This
calculation, assuming 2 persons to a room,would increase the Economic Impact by$2,415,000.
It would also increase the Economic Impact by an additional $475 per person for shopping and
transportation which would result in an added $2,850,000 in Economic Impact.
These projected calculations add a total of$5,265,000 to the number projected by Dr. Croes to
create a total Economic Impact calculation projection to be$36,965,000.
As a final note, actual business practice would find that during March of 2024 for the level of
event,it would be entirely logical for all Miami Beach hotel rates to be increased by between 40%
- 100%.
Page 1196 of 1416
BENEFITS OF THE MIAMI BEACH MUSIC FESTIVAL TO THE
CITY OF MIAMI BEACH
1. First and foremost this"A" Level Entertainment 3-day, 3-stage with over 20 Concert on the Beach performances will provide
an international acclaim class of entertainment never before seen in the entire history of Miami Beach in one weekend. It will
be talked about around the entire world.
2. No cash funding is asked for by the Promoters of this Mega-Event from the City of Miami Beach. The ONLY"give" requested
from the City of Miami Beach by the Promoters is for no rental charge of the beach space specified in the Rough Event Footprint
Site Plan provided,and contribution of all necessary City Services outside of the fenced concert footprint site. Note that almost
all of these same services would be provided by the City even with no concert event in March.
3. The Thursday night concert will provide a total of 7,500 complimentary General Admission entry tickets made available to
Miami Beach Residents and active City of Miami Beach employees. This is a hard cash value of$1,387,500 at a retail cost of
$185 per person for General Admission on Thursday night.
4. The City of Miami Beach will be listed as a Major Sponsor in all print, social media, public relations and advertising. Other
sponsorships will be sought out by Promoters, as well as a Title Sponsorship for the concert event.
S. Miami Beach Mayor,City Manager, City Commissioners and the 2 Special Events Senior Directors, plus one (1)guest each, shall
be given non-transferrable complimentary VIP admission tickets for the opening Thursday night of the Concert plus one (1)
additional night of their choosing (either Friday or Saturday night) for a total of 20 people. This has a cash value in excess of
$30,000.
Page 1198 of 1416
6. One or more of the City of Miami Beach leaders may open the Concert on Thursday night from the main stage, introduced on
the microphone by a Concert Representative and given the microphone to address the audience prior to the beginning of the
1st live concert performance to welcome all to the opening night of this most special event weekend.
7. Promo Video of Miami Beach shall be featured in all local, national and international marketing.
8. Parking Revenue—it is anticipated that no more than a $50.00 flat fee will be charged in all Public Parking Facilities including
Lincoln Road Parking Facilities for all 3 days and nights of concerts—from 4:00pm on. Promoter shall provide bussing to and
from Lincoln Road Parking Lots to the concert entrance sites. This revenue will be most substantial as more than likely all will
be filled to capacity.
9. Promoter shall invite the Mayor, City Manager, Commissioners and the Director of Tourism and Culture to be his VIP guests at
the 2023 North Sea Jazz Festival in Curacao with all travel expenses paid by Promoter. Each individual may also bring one (1)
guest.
Page 1199 of 1416
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