LTC 086-2023 Miami Beach Live! & March 2023 Operations UpdateM IAM I BEACH
OFFICE OF THE CITY MANAGER
NO. LTC# LETTER TO COMMISSION
TO:
FROM:
DATE:
SUBJECT:
Honorable Mayor Dan Gelber and Members of the City
Commission
Ana T. Hudak., coy Maroa{0)k
Feruay 22, 2023 [/T'
Miami Beach Live! & March 2023 Operations Update
The purpose of this Letter to Commission (L TC) is to provide a detailed update on the
City's preparations for March 2023, including programming and departmental plans.
Multiple City departments have been meeting weekly in preparation for March to ensure
we are implementing a comprehensive and coordinated major events plan for the
enjoyment and safety of visitors and residents.
MIAMI BEACH LIVE!
Now in its second year, Miami Beach Live! has been reimagined with activations along
iconic Ocean Drive, Lummus Park and the beachfront each weekend starting on Friday,
March 3 through Sunday, March 26. Complimentary Crunch fitness classes will also
be offered every weekend at 10 Street and Ocean Drive. Friday, Saturday and Sunday
classes include Zumba, Zumba Mashup vs. Hard Knocks, Vinyasa Yoga, Sexy Stretch,
Dance de la Soul and Great Glutes.
First Miami Beach Live! Weekend
March 3-6 will feature a Friday night movie screening of the "The Birdcage" in
Lummus Park at 7:30 p.m., a free United First Responders MusicFest on Saturday
and Winter Party's "Beach Party" on Sunday.
The United First Responders MusicFest showcases the sounds of first responders on
Saturday, March 4 from 10 a.m. to 8 p.m. at 6 Street and Ocean Drive with the lnBlue
Police Band, Miami-Dade County Fire Rescue's Fire Brigade, New York Police
Department's La Jara Band, Banda de la Policia de Puerto Rico, U.S. Department of
Homeland Security's lnsites, Broward Sheriff's Office's Detention Officer's Band,
Plantation Police Department's The Fuzz, Officer Daniel Rivera from Hudson County,
New Jersey and Ray Vaughn of the Dallas Police Department. The event will include a
display village that showcases vehicles and agency capabilities as well as a kids zone.
Nike Miami will be offering two complimentary boot camp workouts led by Jacqueline
Kasen at 10 Street and Ocean Drive. Workouts will be from 2-3 p.m. and 3-4 p.m. on
Saturday, March 4.
Resident and visitors can celebrate the 305 on 3/05 with a spectacular course on
Sunday, March 5 filled with stunning, water-lined views at the Baptist Health 305 Half
Marathon & SK produced by Life Time. The race will be topped off with a beach party
Finish Festival on the sand at 12 Street with local bites and refreshing libations.
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086-2023
W inte r Pa rt y's Be a ch P a rt y w ill take place on the sands of South Beach at 12 Street on
S u n d a y, M arch 5 fr o m 1 p.m . to 8 p.m . w ith D J A bel spinning fro m start to finish. W inter
P a rt y Fe stiva l is an an n u a l, w ee klong cele bratio n of m usic, dance and com m unity
pro d uced by the N a tio n al LG B T Q Task Fo rce to raise funds fo r the LG BTQ m ovem ent.
T he B e a ch Pa rt y is the ce nterpiece event.
Second Miami Beach Live! Weekend
M arch 9-12 w ill fea ture Vodafone Queen and King of the Court, an intern ational beach
vo lle y ba ll to urn a m ent w ith so m e of the w orld 's m ost celebrated O lym pic cham pions and
professio n a l pla ye rs. King of the C o urt V olleyba ll events have been held in Ham burg,
G erm any; U tre cht, N e the rla nds; R io de Janeiro , Brazil and D oha, Qatar. W hile a few test
e v e n ts ha ve be e n held in the U nited S tates, M ia m i Beach w ill host the debut U .S .
to u rn a m ent in a po p -u p stad iu m on the bea ch in Lum m us Park on M arch 9-12. Play w ill
ta ke pla ce fr o m the ea rly aft ern oo n throug h the evening hours. G randstand tickets are
fr e e , but re se rv atio n s ca n be m a de fo r $10 .
T h e Miami Marlins w ill present a World Baseball Classic FanFest Concert on Friday,
M arch 10 in Lum m u s P a rk at 6 Street and O cea n D rive to kick off the 2023 W orld
B a se b a ll C la ssic, w h ich ge ts underw ay at lo a nD e pot Park that sam e w eekend. The artist
lin eu p w ill fea ture lo ca l favorites Spa m A llstars, PA LO ! and intern ationally recognized
salsa star T ito N ie ve s. T he co ncert is free and does not require tickets.
A fr ee Miami Beach Live! Saturday night concert w ill be headlined by Nile Rodgers
+ CHIC with special guest DJ Pee .Wee (Anderson .Paak) All Vinyl Set. T he M iam i
B e a c h Li ve ! co nce rt w ill ta ke pla ce in Lum m us Pa rk at 6 Street and O cean D rive fro m 7-
10 :3 0 p.m . The co nce rt is fr ee and do es not req u ire tickets. M iam i Beach residents w ill
ha v e ac ce ss to prefe rre d se ating w ith a valid ID show ing proof of residency.
Third Miami Beach Live! Weekend
M arch 17 -19 brin g s Art on the Drive to S o uth Be ach- a free C arn aval M iam i
e xpe rie nce pre se n te d by the Kiwanis Club of Little Havana. The event takes over 7
S tree t thro ug h 12 S tre e t along O cea n D rive on Friday fr om 4 p.m . to 10 p.m ., Saturday
from 11 a .m . to 10 p.m . and S unday fro m 11 a.m. to 8 p.m . The event features live
m u s ic, child ren 's ente rt ain m ent, over 100 art ists show casing their fine art, skilled crafts,
fitne ss activitie s and gre a t fo o d in an upscale street festival atm osphere. M usic w ill
in clud e ja zz, fun k, co u n try and ro ck on three stages w ith a m yriad of art ists, including
A rt uro Sa n d o val, H o t 8 Brass ba nd, Tory Sa nderson's tribute to Louis A rm stro ng,
S h a m a r A llen , Ba d A p p le B rass Band , Suena lo, T ony S ucarr, C achao A llstar Band,
S outh Bo u n d 75 , A ngie R ay and m any others.
T he w o rld 's be st be a ch volle yba ll players w ill kick off the 40th anniversary season of the
Association of Volleyball Professionals (AVP) at the Miami Beach Open.
C o m p e titio n be g in s Frid a y, M arch 17 and co ncludes w ith the w om en's and m en's finals
o n S u nd a y, M arch 19 . E njoy exclusive access to O lym pians and AV P Cham pions, w ith
a ll-d a y m a tch pla y be tw ee n 6 to 8 streets alo ng the beachfr ont of Lum m us Park.
G ra n d s ta n d tickets are fr ee and skybox V IP ticket options are also available.
Florida International University's Surf N Turf Invitational Volleyball Tournament
w ill ta ke pla ce M a rch 17 a nd 18 fr om 8 a.m . to 7 p.m . at the Lum m us Park beach
vo lle yba ll co u rt on 7 S tre e t and O cea n D rive . T he fr ee event feature s 10 top-ran ked
co lle g ia te w o m en 's be a ch volle yball team s, incl uding defending national cham pion
U n iv e rsity of S o uthern C a lifo rn ia.
Model Volleyball pre sented by C elsius also return s this w eekend on Saturday and
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Sunday, March 18-19, with top model agencies, including CGM, Elite, Ford, Select,
Front, Source, Next, Wilhelmina and more competing in a coed tournament. Miami
Beach police will play an exhibition match on Saturday, March 18 at 12 p.m. The event is
free and open to the public on the beachfront at 12 Street.
Meanwhile, the world's largest inflatable obstacle course aptly named the M onster
O b stacle C o urs e will take over 11 Street at Lummus Park with mega slides and live
DJs from Friday, March 17 through Sunday, March 26. Ticket prices are $22 for adults,
$18 for kids under 18 and $15 for Miami Beach residents plus tax.
F o u rt h M iam i B e a ch Li ve! W ee ke nd
Monthlong activities wrap up on March 25-26 with the HY RO X M iam i B each Fitness
F e s tiva l. The multidisciplinary fitness festival combines HYROX fitness competitions
with live DJ entertainment along the beachfront between 6-9 streets. HYROX represents
an innovative and holistic approach to fitness that incorporates running and natural
movements in a unique mass participation fitness competition. People from all around
the globe compete in the exact same format for time, creating comparable worldwide
rankings. Single-day tickets may be purchased for $10 while tw o-day tickets cost $18.
The Monster Obstacle Course continues at 11 Street at Lummus Park.
For additional information, please visit www .miamibeachlive.com.
D E P A R T M E N T PLA N S
P o lic e
The Police Department will have extended hours and enhanced staffing, including all
available personnel on weekends from Feb. 27 to March 26.
Residents, business owners and visitors can expect to see a heightened police presence
along the causeways, Fifth Street corridor, Washington Avenue, Collins Avenue, Ocean
Drive and the beach. Uniformed officers will proactively patrol in vehicles, ATVs, Mules,
bicycles and on foot. Additionally, the Motor Unit will operate proactive traffic
enfo rcement details while the Marine Patrol will patrol nearby waterways.
Officers will work overtime with extended hours depending on their assignments. MBPD
has requested assistance from the Miami-Dade County Police Department and other
local law enfo rcement agencies. We anticipate that the level of support will be consistent
with prior years. We plan to augment our MBPD presence throughout the Collins corridor
and along our causeways into the City every Thursday through Sunday in March.
The Miami Beach Police Department will implement a mobile License Plate Reader
detail along the 5 Street corridor each evening on March 17-19 and March 24-26. To
safely accommodate this effort, a lane reduction will begin on the east bridge of the
MacArthur Causeway.
MBPD will also coordinate the deployment of Goodwill Ambassadors during every
weekend in March. We have a pending request for Goodwill Ambassadors through
Miami-Dade County's Office of Community Engagement. Miami Beach Goodwill
Ambassadors will also be activated.
F ire
The Miami Beach Fire Department will have augmented staffing throughout South
Beach. Fire Inspectors will conduct nightly inspections on weekends throughout the
entrainment district. Ocean Rescue will double staff lifeguard towers between 4 and 14
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stre ets as ne e d e d . Po lice/Fire com m u nications w ill add one additional dispatcher to
ha n d le So u th B e a ch ca lls. E m ergency M ana ge m e nt w ill m onitor activities at a Level 2
ac tiv ation .
C o d e C o m p lia nce
T he C o d e C o m p lia nce D e pa rt m ent w ill ha ve enhanced staffi ng fr om Feb. 27 to A pril 3.
S taff in g w ill in cl u d e fo o t patro ls, A TV s and bicycle patro ls in addition to pro active patro ls
cityw id e . O u r ded icated Short -T erm R ental (S T R ) team w ill visit chro nic pro blem areas
cityw id e . C o ve rag e at the M iam i B e ach M arina w ill be increased to seven days w ith 12-
hou r sh ift s. T e a m s w ill also be doing outrea ch at nightcl ubs prior to M arch 2023 to
re m ind ow ners of our reg ula tio ns rega rding pro m oted and self-pro m oted events. Scooter
shops w ill be re m in d e d of our scoo ter reg ulatio ns.
Park ing
Pa rkin g in all ci ty ga rag e s in the ente rt ain m ent district w ill revert to the speci al event
pa rkin g fla t rate of $2 0 pe r ve hicle. O n-street parking along O cean D rive and the 100
blo c ks of the en te rt a inm e nt district w ill be lim ited or restricted. Enfo rcem ent officer
staff ing w ill be e n h a n ced , including cove rage fo r residential areas.
T ra n s p o rt atio n
T he T ra n sp o rt atio n an d M o b ility D e pa rt m ent in coordination w ith the M iam i Beach Police
D e p a rt m ent an d P a rking D e pa rt m ent ha ve de velo ped a com prehensive transport ation
plan fo r M ia m i B e a ch Li ve ! events. T raff ic pla ns w ill be im plem ented to reduce traffic
a ro u nd the So uth of Fift h and Flam ingo Park neig hborhoods fr om M arch 17-19 and
M arch 24 -2 6. A dditio na lly, staff w ill m onitor traff ic conditions on m ajor thoro ughfares and
w o rk w ith the Police D e p a rt m ent and O ff ice of M a rketing & Com m unications to m anage
co n g e stio n an d disse m in a te info rm ation on m ajo r traffi c inci dents throughout the City.
Parks an d R e c re atio n D e part m ent
A fla t pa rkin g rate of $2 0 pe r vehicl e w ill be in effect at all city parking garages in the
e n te rt a in m en t district (e xcept fo r access card ho lders) fr om T hursday thro ugh Sunday
ea c h w e e ke n d in M a rch. T his incl udes garage s at 7 Street and C ollins A venue, 12 Street
a nd W ash in g to n A ve n ue, 13 S tree t and C o llins A venue as w ell as the A nchor Garage on
16 S tree t. Enfo rce m ent off ice r staff ing w ill be enhanced, including coverage fo r
re sid en tial are a s.
Pa rking w ill be re stricted betw ee n O cea n D rive and Collins A venue fr om 6-8 streets
be g in n in g M arch 2 at 6 p.m . thro ugh M arch 6 at 7 a.m . and again fr om M arch 9 at 6 p.m .
th ro ug h M arch 13 at 7 a .m .
F ro m M arch 16 -2 0 and M arch 23-2 7 , on-street parking w ill be prohibited along C ollins
A ve n ue in the So u th Be a ch entert ainm ent district beginning at 6 p.m . each Thursday
th ro ug h M o nd a y at 7 a .m . R esidentia l Zo ne 5 parking perm it holders are exem pt fr om
th e afo re m en tione d re strictions, un le ss no ted w ith posted signage.
M arke tin g & C o m m u n ic atio ns
T he M ia m i B e a ch Li ve ! m arketing cam pa ig n and m edia plan launched w ith targeted
digita l ad ve rt isin g thro ug h o ut So uth Florida and a large social/digital m edia presence in
the T ri-C o u n ty area s, in cl ud ing P a lm B ea ch, Bro w ard and M iam i-D ade counties as w ell
a s in the O rland o and N a ples area s. T he ca m pa ig n has an anticipated reach of 42
m illio n im p re ssions, brin g ing aw areness no t only to M iam i Beach Li ve! but to M iam i
B e a c h as the ulti m a te cultural vacation destinatio n. Below are som e creative exam ples.
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Concurrently with the Miami Beach Live! marketing campaign, the City's Office of
Marketing & Communications will relaunch the "Take Care of our City" safety campaign
which focuses on welcoming guests to Miami Beach, highlighting the various offerings
that can be found throughout the City and reminding visitors to obey local rules and
regulations while enjoying Miami Beach safely and responsibly. The campaign will
feature a network of local residents, celebrities and business owners, including DJ Irie,
Romero Britto, Michael Schwartz, Purple and Kellie Williams. The marketing collateral is
eye-catching with neon pops of color, catchy taglines and unique QR codes. When
scanned, each QR code will take the user to dedicated webpages that incorporate a
particular influencer's favorite things in Miami Beach.
The campaign will employ multiple tactics to get our message across, including digital
web banners, targeted social media posts, keyword searches, bus shelters and trolley
wraps that engage our visitors at various points of interaction. This will be expanded to
include barricade covers as well as beach and park entrance signage. Below are some
creative examples.
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The administration believes our March programming will appeal to both visitors and
residents alike. Our messaging will continue to remind visitors to have a safe and
responsible time in Miami Beach. Our City departments will be ready to make necessary
adjustments as needed. Thank you for your ongoing support.
A TH
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