C7P-Approve Recommendation Extend North Beach Music And Food FestivalCOMMISSION ITEM SUMMARY
Condensed Title:
A Resolution extending the North Beach Music & Food Festival through the end of FY 2012/2013.
Key Intended Outcome Supported:
Increase satisfaction with family recreational activities
Supporting Data (Surveys, Environmental Scan, etc.): Number of participants at Arts in the
Parks events has increased from 1,270 in 2008, 3,875 in 2009, 4,493 in 2010, to 14,920 in 2011.
Item Summary/Recommendation:
On May 9, 2012, the Mayor and City Commission adopted a Resolution approving a Food
Truck Pilot Program in North Beach, pursuant to the parameters recommended by the NCAC
for summer 2012. Since the Food Trucks are part of a larger, City-sponsored event, the City
applied for the special event permit for this event. The City promoted the event, and the Food
Trucks selected also promoted the event through their extensive social media networks.
On October 24, 2012, the City Commission authorized two additional food truck events for
December 2012 and January 2013. That event will take place on December 19, 2012.
On November 19, 2012, the Neighborhoods and Community Affairs Committee (NCAC)
discussed the Food Truck Pilot Program and recommended that the Administration extend
the food truck event for the remainder of the Fiscal Year and identify ways to reduce the cost
of each event (The Committee Memorandum and Minutes of the NCAC item are attached as
Exhibit A).
Recommendation:
The Administration recommends that the Mayor and City Commission approve the
Resolution and extend the North Beach Music and Food Festival through the end of FY
2012/2013.
Adviso Board Recommendation:
Neighborhoods/Community Affairs Committee-11/19/2012
Financial Information:
Source of Amount
Funds: 1
2
3
OBPI Total
Financial Impact Summary:
MIAMI BEACH 332
Account
KGB
AGENDA ITEM
DATE
tt:a MIAMI BEACH
City of Miami Beach, 1700 Convention Center Drive, Miami Beach, Florida 33139, www.miamibeachfl.gov
COMMI ION MEMORAN UM
TO: Mayor Matti Herrera Bower and Members of the City C
FROM: Kathie G. Brooks, Interim City Manager
DATE: December 12, 2012
SUBJECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA, APPROVING THE NEIGHBORHOOD/
COMMUNITY AFFAIRS COMMITTEE'S RECOMMENDATION TO EXTEND
THE NORTH BEACH MUSIC AND FOOD FESTIVAL THROUGH THE END
OF FY 2012/2013.
ADMINISTRATION RECOMMENDATION
Adopt the Resolution.
KEY INTENDED OUTCOME SUPPORTED
Increase Satisfaction with Family Recreational Activities.
COMMITTEE RECOMMENDATION
On November 19, 2012, the Neighborhoods and Community Affairs Committee (NCAC)
discussed the Food Truck Pilot Program and recommended that the Administration
extend the food truck event for the remainder of the Fiscal Year and identify ways to
reduce the cost of each event (The Committee Memorandum and Minutes of the NCAC
item are attached as Exhibit A).
BACKGROUND
On May 9, 2012, the Mayor and City Commission adopted a Resolution approving a
Food Truck Pilot Program in North Beach, pursuant to the parameters recommended by
the NCAC for summer 2012. Since the Food Trucks are part of a larger, City-sponsored
event, the City applied for the special event permit for this event. The City promoted the
event, and the Food Trucks selected also promoted the event through their extensive
social media networks.
The Administration recommended a budget for three food truck events, and the Mayor
and City Commission approved, at its May 9, 2012 meeting, an allocation of the $12,000
of funding from the North Beach Economic Development activities budget previously in
the Citywide Cost Center approved by the City Commission for an Umbrella Marketing
Campaign to the Food Truck Pilot Program. Funding for the North Beach Economic
Development activities is also included in the proposed FY 2012/13 budget.
Although Commission approval for the pilot program was for summer 2012, since these
are outdoor events there was a request to start in September. The Food Truck Pilot
Program events took place on September 19, October 17 and November 14. The
333
Food Truck Pilot Program I North Beach Initiatives
Commission Memorandum
June 18, 2012
Page 2 of 3
events included:
• Participation by the food truck operators;
• Space in the event area for local restaurants to participate;
• Live entertainment in the Bandshell at approximately 6:00 p.m.
The $12,000 that was originally approved was not sufficient to produce the events
properly. There were unspent funds in the approved North Beach Economic
Development budget, which were used to supplement the original funding. The City
coordinated and provided equipment, staff (Police, Sanitation and Parks), Advertising,
Printing and Entertainment for each of the 3 events. Estimated costs for all of these
services for the 3 events were approximately $26,000, or approximately $8,700 per
event. Please note that the Administration is still finalizing these costs.
The response from the community was overwhelming. Ten food trucks and two local
restaurants participated in the first event, and many of the food trucks ran out of food. As
a result five (5) additional food trucks were added to the second and third events, along
with five local restaurants at the October event and six at the November event. Initial
feedback from the businesses in the area has been very positive and several of them
reported seeing an increase in businesses on the night of the events.
In order to better help improve future events, if authorized by the City Commission, the
Administration asked the Greater Miami Convention and Visitors Bureau to conduct
surveys during the October and November events. The survey results are included as
Exhibit B.
FUTURE FOOD TRUCK EVENTS
On October 24, 2012, the City Commission authorized two additional food truck events
for December 2012 and January 2013. The next event will take place on December 19,
2012.
As part of the events, some local restaurants are allowed to participate and sell alcohol,
for which the City secured a temporary alcoholic beverage permit from the Florida
Department of Business and Professional Regulation. State regulations limit the use of
the temporary permits to no more than three (3) permits within a calendar year. The
three permit limitation was reached with the first three events; the Administration is
working to address this limitation in order to continue to provide this opportunity to local
restaurants at the December event, as well as the 2013 events that take place from April
through September.
A total of $12,000 has been budgeted in FY 2012/13 as part of the North Beach
Initiatives for food truck events. Additionally, the City has also budgeted $55,000 for the
Festival of the Arts, which could also be used for this program. The Administration
believes cost would go down slightly if the program was continued for a longer period of
time. Additionally, sponsorships could be sold to help cover the costs of the event.
Producing the event monthly for 3 months would cost approximately $22,500.
Therefore, 6 months would cost approximately $45,000, 9 months would cost
approximately $67,500 and 12 months would cost approximately $90,000. The
Administration will continue to work to lower the cost for each event.
334
Food Truck Pilot Program I North Beach Initiatives
Commission Memorandum
June 18, 2012
Page 3 of 3
CONCLUSION
The Administration recommends that the Mayor and City Commission approve the
Resolution and extend the North Beach Music and Food Festival through the end of FY
2012/2013, utilizing funding previously appropriated for North Beach economic
development activities and the Festival of the Arts.
KGB/MAS/kc
F:\cmgr\$ALL\Max Sklar\Economic Dev\Food Truck Event NCAC Memo.docx
335
I I
borhood/Community Affairs Committee Meeting
November 19, 2012
Licensing •f<""'"' .. i"""''~'''"\"' Requirements Mobile
A City Sponsored Food
Commission Item C4G, January 19, 2011
(Requested by Cornmissioner Tobin
Max Sklar, Acting Assistant City Manager
Festival.
Kevin Crowder, Economic Development Division Director
11/19/12
336
I
And
City of Miami i!oeac:h, 1700 Convention Center Drive, Miami Beach, Florida 33139, www.miomibeochfl.gov
COMMITTEE MEMORANDUM
TO: Neighborhood and Community Affairs Committee
FROM: Kathie G. Interim City Manager
DATE: November 19, 2012
SUBJECT: IN NORTH
Commissioners Tobin and Gongora both referred a discussion regarding a City sponsors food truck
festival for North Beach at the January 19, 2011 City Commission meeting. The City hosted a
community meeting to discuss the concept on June 2, 2011. Subsequently, the subject was discussed
by the Neighborhood and Community Affairs Committee at their July 2011 and November 1
meetings.
Another food truck workshop was held with the North Beach community on February 16, 2012, at the
North Shore Park & Youth Center. and residents were invited to attend; approximately
individuals attended the workshop. Overall support for a food truck festival was split, with the residents
in attendance strongly in favor, while the restaurants were opposed. There was a feeling amongst the
majority of the crowd that the only way to really know if it will work is to try it once. However, if food
trucks are going to be allowed in North Beach, even on a one-time basis, there was consensus on the
following issues:
• It is important to bring people to the neighborhood from outside of area.
• The food truck event should be done on a slow business day, not on a weekend;
• The food trucks should not be a standalone event, but should be part a larger
event. Concepts included:
o of North M.,.<, .... n·
o Incorporate with an event the Bandshe!!;
o Promote with the MIMO District;
o Promote with movie night and skate night.
• There was overwhelming consensus that local businesses, particularly
restaurants, must be allowed to participate for free;
o tf alcohol is allowed, it should only be available from the existing
restaurants.
• Success or failure must be measurable.
• The food trucks should care of restroom, sanitation, and security needs
On April 24, 2012, the Administration reported the results of the community workshop to the NCAC.
The NCAC recommended that an event incorporating food trucks be initiated as a pilot program
beginning in June, and that three events be held. The NCAC further recommended that North
restaurants be allowed to participate in the event, that the program include branding of the event, and
that the food trucks be responsible for providing restrooms, sanitation, and security.
N ENDA 11/1
337
2
Neighborhood Community Affairs Committee
November 19, 2012
Food Truck Pilot Program
Page 2 of 3
Based on the community input and the discussion and recommendation by the NCAC, the
Administration proposed the following criteria for the Food Truck Pilot Program, to take place during a
three month period:
• That the take place on a weeknight, such as a Monday, or Wednesday;
• That the event include live entertainment at the bandshell followed by a special Movie ln
Park showing;
• That the food trucks Hne up along Ocean facing away from the street;
• That an area set aside for local restaurants participate at no cost
On May 9, 2012, Mayor and City Commission adopted a Resolution approving a Food Truck Pilot
Program in North Beach, pursuant to the recommended by NCAC for summer 2012.
Since the Food Trucks are part of a larger, City~sponsored event, the City applied for the special event
permit for this event The City promoted the event, and the Food Trucks selected also promoted the
event through their extensive social media networks.
The Administration recommended a budget for the three food truck events, the Mayor and City
Commission approved, at its May 9, 2012 meeting, an allocation of the $12,000 of funding from the
North Beach Economic Development activities budget previously in the Citywide Cost Center approved
by the City Commission for an Umbrella Marketing Campaign to the Food Truck Pilot Program. Funding
for the North Beach Economic Development activities is also included in proposed FY 2012/13
budget The Food Truck Pilot Program is one initiative targeting economic development in North Beach.
The North Beach Economic Development program budget includes the following items:
Movies in the Park I Friday Night Skates
DiSh restaurant program I Genera! Marketing
Teen Club Presentations at the Bandshe!l
North Beach Nights and Lights
Food Truck Pilot Program
Total
$14,760
$4,052
$1,560
$10,000
$12,000
Although Commission approval was for summer 2012, these are outdoor events there was a
request to start in September. The Food Truck Pilot Program events took place on September 19,
October 17 and November 14. events included:
• Participation by the food truck operators;
• Space in the event area for local restaurants to participate;
• Live entertainment in the Bandshell at approximately 6:00p.m.
Please note that although movies in the Bandshell was part of original concept, after expanding the
Friday night movies in the Bandshe!l, this portion of the program was no longer pursued.
The $12,000 that was ortginally approved was sufficient to produce the events properly. There
were unspent funds in the approved North Beach Economic Development budget, which were to
supplement the original funding. The City coordinated and provided equipment, staff (Police, Sanitation
and Parks), Advertising, Printing and Entertainment for each of the 3 events. Estlmated costs for all of
these services for the 3 events were approximately $26,000, or approximately $8,700 per event
Please note that, since the third event took place last week, the Administration is still finalizing these
costs.
N 11/19/12
338
#8
Neighborhood Community Affairs Committee
November 19, 2012
Food Truck Pilot Program
Page 3 of 3
The response from the community was overwhelming. Ten food trucks and two local restaurants
participated in the first event, and many of the food trucks ran out of food. a result frve (5) additional
food trucks were added to the second and third events, along with five local restaurants at the October
event and six at the November event Initial feedback from the businesses in the area has been very
positive and several of them reported seeing an increase in businesses on the night of the events.
In order to help improve future events, if authorized by the City Commission, the Administration
asked the Greater Miami Convention and Visitors Bureau to conduct surveys during the October and
November events. Again, since the third event took place week, we have not yet received the
results of the surveys.
On October 24, 2012, the City Commission authorized another food truck event for December 2012.
That event will take place on December 19, 2012. Additionally, on October 3, 2012, staff met with
Carol Heusen, Mark Weithorn, Deborah Ruggiero, Mickey Minagorri, and Marguerltte Ramos who, as
North Beach community stakeholders, had expressed interest in assisting to enhance the North Beach
area.. The subject of the meeting was to the Festlval of the Arts proposal discussed the
NCAC. was consensus a of events spread out over time would be more
valuable to the North Beach community than a single weekend-long Festival. All agreed that the food
truck events were extremely successful and should continued on a regular basis. A was
expressed to incorporate visual art into the food truck events; to that end Carol Hausen, as presldent of
North Development Corporation, agreed to engage James Echols, Ufe is Art, Inc., to manage
the visual arts component.
Mr. Echols was not successful in finding artists to participate in the event, even after his organization
offered to pay the modest registration fee he initially sought Mr. Echols explained that the artists felt it
unlikely they would sell work, since the art element was peripheral to the main and they were
reluctant to provide insurance indemnity to the City.
If the NCAC and City Commission would like to proceed with the food truck events, $12,000 has been
budgeted in FY 2012/13 as part of the North Beach Initiatives for food truck events. The City has also
budgeted $55,000 for the of the Arts, which could also be used for this program. The
Administration believes cost would down slightly if the program was continued for a longer period of
time. Additionally, sponsorships could sold to help cover the of the event. Producing the
event monthly for 3 months would cost approximately $22,500. Therefore, 6 months would cost
approximately $45,000, 9 months would cost approximately $67,500 and 12 months would cost
approximately $90,000. The City Commission could also consider producing the events every other
month to ensure participation from the public is sustainable.
At this time, the Administration is seeking direction from the NCAC regarding whether or not to continue
the food truck events and for the NCAC to provide guidance and input regarding how the event
operates.
KGB/MAS/kc
F:\cmgr\$ALL\Max Sklar\Economic Dev\Food Truck Event NCAC Memo,docx
N 11/19/12
339
GREATER MIAMI CONVENTION & VISITORS BUREAU
Profile of Attendees
City of Miami Beach
Food Truck and Music Festival
Wednesday, November 14, 2012
Prepared by: GMCVB Research Division
Greater Miami Convention and Visitors Bureau
701 Brickell Avenue, Suite 2700, Miami, FL 33131-Phone: 305-539-3065-Email: Research@GMCVB.com
340
Table of Contents
Overview ..................................................................................................................................... 2
Executive Summary ................................................................................................................ 3-5
Summary of Responses ....................................................................................................... 6-21
Attendee Characteristics ............................................................................... 6-12
City of Miami Beach Food Truck and Music Festival Questions .......... 13-17
Demographic Characteristics ..................................................................... 18-21
Two Month Analysis: Summary of Responses ................................................................ 22-38
Attendee Characteristics ............................................................................. 22-28
City of Miami Beach Food Truck and Music Festival Questions .......... 29-34
Demographic Characteristics ...................................................................... 35-38
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341
Overview
This year, the City of Miami Beach launched a Food Truck and Music Festival night series. The Miami
Beach Food Truck and Music Festival takes place once a month from 5:00pm to !O:OOpm on Wednesday
nights for the fall season: September to December 2012. Located on Miami Beach's North Shore Park
Bandshell and Ocean Terrace, the event draws in the typical, characteristic Latin flavor to the North
Beach area.
This event features the popular mobile food trucks, free entertainment, and participation by area
restaurants. The food truck lineup includes: Ms. Cheezious, Latin Burger, Sakaya, Catered Bliss, Health
Nut, Garcia Brothers, Arepa Box, Gastropod, The Mexican, Moty's, Mushaboom, Dolci Pecati, Sugar
Yummy, Boba Station, Fireman Derrick, Hip Pop and Coffee Break. They offer a variety of menus from
burgers to healthy bites and ethnic dishes. Participating local restaurants include: Lou's Beer Garden,
Sazon, El Tumi de Oro, and Mixtura.
The Greater Miami Convention & Visitors Bureau (GMCVB) in-partnership with the City of Miami Beach
developed a research survey to gauge the perceptions of attendees to the Miami Beach Food Truck and
Music Festival and to provide insight into their perspectives of the festival.
Interviewing was conducted on: Wednesday, November 14, 2012 at the Miami Beach Food Truck and
Music Festival, at the Miami Beach's North Shore Park Bandshell and Ocean Terrace. A total of 143
completed surveys were collected from attendees.
The target audience consisted of persons attending the Miami Beach Food Truck and Music Festival. The
survey was designed to:
• Determine the originating destination of the Miami Beach Food Truck and Music Festival
attendees.
11 Develop a demographic profile of the attendees of the Miami Beach Food Truck and Music
Festival.
11 Determine whether or not the attendees would like to see more food truck events, as well as,
other events in the neighborhood, and how often.
• Obtain an opinion of the overall experience of the Miami Beach Food Truck and Music Festival
attendees.
The ensuing information is geared to assisting the City of Miami Beach in developing marketing
initiatives to further promote and expand the Miami Beach Food Truck and Music Festival.
2 MIAMt
342
Executive Summary
Attendees of Miami Beach Food Truck and Music Festival on Wednesday, November 14, 2012:
One hundred and forty-three attendees were interviewed at the Miami Beach Food Truck and Music
Festival on Wednesday, November 14, 2012.
Attendee Characteristics:
Eighty-nine (88.8%) percent of total attendees reside in Miami-Dade County, of those, fifty-nine (59.0%)
percent were from the Miami Beach zip code 33141, eight (7.5%) percent were from Miami Beach zip
code 33139, and five (4.5%) percent were from Miami Beach zip code 33140. One (1.4%) percent of total
attendees reside in Broward County, Palm Beach County, or Monroe County, and one (0.4%) percent
reside elsewhere in Florida. Four (4.2%) percent of attendees reside elsewhere in the US, and
international visitors made up five (4.9%) percent visiting from five of the top fifteen countries into
Greater Miami.
Seventy-five (75.0%) percent of the Non-Miami-Dade attendees have previously been to the Greater
Miami area. Of those, twenty-five (25.0%) percent have visited three times, five times, and six or more
times, seventeen (16.7%) percent visited one time before, and eight (8.3%) percent visited two times
before. Twenty-five (25.0%) percent of attendees stated this was their first time in the Greater Miami
area.
Forty-four (43.8%) percent of the Non-Miami-Dade attendees traveled in an immediate party size of two
people during this trip to Greater Miami. Thirty-eight (37.5%) percent traveled on their own, and six
(6.3%) percent traveled in an immediate party size of three people, four people, and six or more people.
Sixty-nine (68.8%) percent of the Non-Miami-Dade attendees used a commercial airline, while nineteen
(18.6%) percent used a car, and six (6.3%) percent used a bus to get to Greater Miami on this particular
trip.
Forty-four (43.8%) percent of the Non-Miami-Dade residents stayed in a hotel or motel, thirty-one
(31.3%) percent stayed with friends or relatives, nineteen (18.6%) percent stayed in their own home or
condo, and six (6.3%) percent made a day trip.
Forty (40.0%) percent of the Non-Miami-Dade residents stayed ten or more nights in Greater Miami
during their visit. Twenty (20.0%) percent stayed seven nights, thirteen (13.3%) percent stayed one night
and six nights, while seven (6.7%) percent stayed five nights and eight nights.
Thirty-eight (37.6%) percent of the Non-Miami-Dade attendees main reason for visiting Greater Miami
was for vacation. Thirty-one (31.3%) percent were here to visit friends or relatives, nineteen (18.6%)
percent were here on business, and thirteen (12.5%) percent were here to experience the Miami Beach
Food Truck and Music Festival.
3
343
Fifteen {14.7%) percent of the Non-Miami-Dade attendees were likely to visit Miami Museums or
Galleries during their trip to Greater Miami. Thirteen (13.3%) percent were likely to go to visit Miami
Attractions and go shopping, while twelve (12.0%) percent were likely to visit Miami Restaurants and go
to the beach. Nine {9.3%) percent were likely to go sightseeing, eight {8.0%) percent were likely to go to
a concert, play or show, while seven (6.7%) percent were likely to go to bars/night clubs and fishing or
sailing.
Food Truck and Music Festival Night Questions:
Fifty-one {51.0%) percent of the attendees experienced the Miami Beach Food Truck and Music Festival
the first time, while forty-nine {49.0%) percent stated they have attended previously. Of those attendees
who have attended previously, thirty-nine {38.9%) percent have attended twice before, twenty-one
{21.4%) once before and three times before, nine {8.6%) percent four times and six or more times
before, and one {1.4%) percent five times before.
Thirty-three (32.5%) percent of the attendees learned about the event through word of mouth, twenty-
one {20.6%) percent learned about the event through street banners and billboards, and thirteen
{13.1%) percent had attended previously. Nine (8.6%) percent learned through an "other" source, while
seven {6.8%) percent just happened to walk on by. Six {5.7%) percent learned by visiting the Miami
Beach Food Truck and Music Festival website, www.mbculture.com, while five {4.6%) percent learned
through another internet, website, or social media advertisement, and another five (4.7%) percent
learned through a magazine advertisement, TV advertisement, or radio advertisement. Three (3.4%)
percent were mailed an invitation.
Of those attendees who answered they learned about the Miami Beach Food Truck and Music Festival
through another internet, website, or social media advertisement, forty-six (45.5%) percent learned
about the event through Facebook, while twenty-seven {27.3%) percent learned through Twitter.
Eighteen (18.2%) percent learned through FreeMiamiEvents.com, and nine {9.0%) percent learned from
MunchkinFun.com.
Of those attendees who answered they learned about the Miami Beach Food Truck and Music Festival
through magazine advertisements, one-hundred {100.0%) percent learned about the event through New
Times Magazine.
Fifty-six (55.9%) percent of the attendees used an automobile as the mode of transportation to get to
this particular event, while thirty-seven {37.2%) percent walked to it. Four (4.1%) percent used some
"other" mode of transportation, and three {2.8%) percent used the Tri Rail.
Thirty-nine {38.5%) percent of the attendees would like to have a food truck event in this neighborhood
once a week, thirty-four {34.2%) percent would like it to be once a month, twenty-two (21.7%) percent
would like it to be once every two weeks, and two (2.1%) percent had no response. One (1.4%) percent
would like to have it once every six months, and another one (0.7%) percent would like to have it once a
every two months, once a year, and do not want to have any more food trucks events in the
neighborhood.
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344
Fifty (50.3%) percent of the attendees would like to see different events in this neighborhood once a
week, twenty-five (24.5%) percent would like events once a month, twenty (20.3%) percent would like
events once every two weeks, and two (2.1%) percent had no response. One (0.7%) percent of
attendees would like events once every two months, once every three months, once a every six months,
and once a year.
Of those attendees who answered they would like to see different events in the neighborhood, twenty-
(20.4%) percent stated they would like arts and culture events, twenty (19.5%) percent would like more
music events, seventeen (17.1%) would like movie events, sixteen (15.8%) percent would like theatre
events, fourteen (13.7%) would like dance events, and nine (8.5%) percent would like LGBT events. Five
(5.0%) percent of the attendees stated they would like to see "other" events. These were some of the
suggestions: kids' day with festival rides, yoga and exercise day, beach sports day, community events,
family events, bike day, cultural events, pets' day, and environment education day.
Ninety-nine (98.6%) percent of attendees stated they would attend another Miami Beach Food Truck
and Music Festival Night, while one (1.4%) percent stated they would not attended another event.
Demographics Characteristics:
Fifty-two (51.7%) percent of the attendees were female, and forty-eight (48.3%) percent of attendees
were male.
Ninety (90.2%) percent of attendees responded being straight, seven (7.0%) percent responded being
gay, and three (2.8%) percent responded being bisexual.
Forty-six (46.4%) percent of attendees responded their ethnic background is Hispanic/Latino, thirty-four
(33.8%) percent responded they are Caucasian, seven (6.6%) percent responded they are multi-racial,
and five (4.6%) percent responded they are Black/African American. Four (4.0%) percent responded they
are another ethnic background, three (3.3%) percent responded they are Asian, and one (1.3%) percent
responded they are American Indian/Native American.
Forty (39.9%) percent of the attendees responded to be between the ages of 35 to 54, thirty-eight
(37.8%) percent responded to be 21 to 34, fourteen (14.0%) percent reported to be 55 to 64, and four
(4.2%) percent responded to be under the age of 21 and 65 or older.
Thirty-three (32.9%) percent of attendees reported their highest level of education is a Bachelor's
degree. Twenty-one (21.0%) percent reported a Master's degree, thirteen (12.6%) percent reported
some college and an Associate's degree, eleven (10.5%) percent completed high school, and five (4.8%)
percent reported a Doctoral degree.
Twenty (19.6%) percent of the attendees reported their annual household income to be between
$25,001 and $45,000. Nineteen (18.8%) percent reported their income between $45,001 and 65,000,
seventeen (16.87%) percent preferred not to answer, and fifteen (14.7%) percent reported under
$25,000. Twelve (11.9%) percent reported their income over $105,000, eleven (10.5%) percent reported
between $65,001 and $85,000, and eight (7.7%) reported between $85,001 and over $105,000.
5
345
Analysis of Responses
Part 1-Attendee Characteristics
Part 2 -City of Miami Beach
Food Truck and Music Festival Questions
Part 3-Demographic Characteristics
6
346
MldMI GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Analysis of Reponses
Part 1 -Attendee Characteristics
7
347
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Question #1
Where are you from?
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Question #2
Ill Miami-Dade County
!!Ill! Elsewhere in Florida
What country are you from?
II Broward County
il Elsewhere in the US
Answer
Brazil
Colombia
Chile
Costa Rica
Italy
Total:
Ill Palm Beach County
International Visitor
%
28.6%
28.6%
14.3%
14.3%
14.3%
100%
Ill Monroe County
Question #3: You indicated 'Other' in the previous question, please specify what country you are from: N/A
Question #4
What is your zip code?
Answer %
33141 59.0% 33162 1.5% 33166 0.7%
33139 7.5% 33025 0.7% 33178 0.7%
33140 4.5% 33056 0.7% 33181 0.7%
33154 3.7% 33131 0.7% 33314 0.7%
33160 3.7% 33135 0.7% 33432 0.7%
33125 3.0% 33142 0.7% 33483 0.7%
33126 1.5% 33147 0.7% 33702 0.7%
33138 1.5% 33149 0.7% 90033 0.7%
33155 1.5% 33150 0.7% 90034 0.7%
Total: 100.0%
8 MIAMI
348
GREATER MIAMI I CONVENTION &
VISITORS B~,REAU
Question #5
Is this your first visit to Greater Miami Area?
Question #6
80.0%
60.0%
40.0%
20.0%
0.0%
How many times have you visited before?
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
II One IIIIIITwo
Question #7
75.0%
liVes IIIIIINo
II Three 111111 Four II Five tt Six or more
Including yourself, how many people traveled in your immediate party with you on this trip to the Greater Miami
Area? (Persons for whom you or your spouse are financially responsible for on this trip.)
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
ttOne IIIIIITwo ttThree 111111 Four tt Five tt Six or more
9 MIAMI
349
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Question #8
What means of transportation did you utilize for this trip to the Greater Miami Area? (select all that apply)
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Question #9
!I Commercial Air !I Charter Air
!I Bus Train
What type of lodging are you using during your visit?
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Ill Private Plane
II Ship/Cruise
Ill Hotel/Motel !I Own Home/Condo
Question #10
How many nights are you spending in the Greater Miami Area?
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Ill One Night
Ill Six Nights
Ill Two Nights
Seven Nights
II Three Nights
II Eight Nights
10
350
Ill Car
Other
II Friends/Relatives
Ill Four Nights
Nine Nights
Ill Camper/Trailer
Ill Day Trip
II Five Nights
Ten or More Nights
ll!11AMI GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Question #11
You indicated 'Ten or more Nights' in the previous question, please specify how many nights you will be spending in
the Greater Miami Area:
Answer
Twenty-One Nights
Total:
Question #12
What was your main reason for visiting the Greater Miami Area?
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Question #13
111111 Food Truck and Music Festival Night
111111 Business
111111 Visit Friends or Relatives
%
100.0%
100.0%
0.0%
II Vacation
111111 Meetings I Conventions
111111 Other
You indicated 'Other' in the previous question, please specify your main reason for visiting the Greater Miami Area:
N/A
11
351
MIAMI GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Question #14
While in the Greater Miami Area for the Food Truck and Music Festival, you are likely to:
(select all that apply)
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
111111 Visit Miami Attractions
111111 Go to Bars/Night Clubs
!I Go Fishing or Sailing
111111 None of the Above
Question #15
Ill Visit Miami Museums or Galleries
111111 Go to Concert, Play or Show
111111 Go Sightseeing
Other
Ill Visit Miami Restaurants
111111 Go to the Beach
Go Shopping
You indicated 'Other' in the previous question, please specify what other activities you are likely to participate in:
N/A
12 MIAMI
352
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Analysis of Reponses
Part 2 -City of Miami Beach
Food Truck and Music Festival Questions
13
353
Question #16
Have you attended a Food Truck and Music Festival Night previously?
52.0%
50.0%
48.0%
Question #17
How many times?
40.0%
30.0%
20.0%
10.0%
0.0%
Question #18
!lOne
!IIIII Yes !IIIII No
.... Jt.6% .....
II Two II Three II Four II Five II Six or more
How did you learn about Food Truck and Music Festival Night? (select all that apply)
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
II Word of Mouth
II The Food Truck and Music Festival Website
II Street Banners I Billboards
TV Advertisement
Mailed Invitation
Other
II Attended Previously
II Another Internet/Website/ Social Media Advertisement
tt Magazine Advertisement
Radio Advertisement
IIJ Walked by the Event
14
354
MIAMI GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Question #19
You indicated 'Other' in the previous question, please specify how you learned about Food Truck and Music Festival
Night?
Answer %
Miami Herald 50.0%
Miami Beach Newsletter 25.0%
Working the Event 25.0%
Total: 100.0%
Question #20
Which internet/website/social media source did you learn about Food Truck and Music Festival Night through?
Answer %
Face book 45.5%
Twittwe 27.3%
FreeMiamiEvents.com 18.2%
MunchkinFun.com 9.0%
Total: 100.0%
Question #21
Which magazine did you learn about Food Truck and Music Festival Night through?
Answer %
New Times 100.0%
Total: 100.0%
Question #22
What means of transportation did you utilize to get to the actual event? (select all that apply)
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
!IIIII Automobile !IIIII Taxi Cab !IIIII Bus Service !IIIII Metro Rail !IIIII Metro Mover !IIIII Tri Rail Walked Other
15 MIAMI
355
Question #23
How often would you like to have a food truck event in this neighborhood?
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Question #24
IIIIIIOnce a week
111111 Once a month
111111 Once every three months
Once a year
No
How often would you like to see events in this neighborhood?
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
III!IIOnce a week
II Once a month
111!11 Once every three months
Once a year
No Response
..... 0 •. 1%
16
356
111111 Once every two weeks
111111 Once every two months
111111 Once every six months
\llill do not want to see any more food truck events
0.7%. .0.1% 0.0%
111!11 Once every two weeks
111!11 Once every two months
111!11 Once every six months
2.1%
\llill do not want to see any more events
Question #25
What other events would you like to see in this neighborhood? (select all that apply)
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
111!11 Arts and Culture Events 1111 Dance Events
11!11 Music Events 111!11 Theatre Events
Question #26
111!11 LGBT Events
· Other
1111 Movie Events
You indicated 'Other' in the previous question, please specify what other events you would like to see in this
neighborhood:
Answer
Kids Day with Festival Rides
Yoga I Exercise day
Beach Sports Day
Community Events
Family Events
Bike Day
Cultural Events
Pets Day
Environment Education Day
Total
Question #27
Will you attend the Food Truck and Music Festival Night again?
100.0%
80.0%
60.0%
40.0%
20.0%
0.0%
li!IIYes
17
357
%
28.6%
14.4%
10.7%
10.7%
10.7%
7.1%
7.1%
7.1%
3.6%
100.0%
li!IINo
MIAMI GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Analysis of Reponses
Part 3 -Demographic Characteristics
18
358
Question #28
Please select your Gender:
60.0%
40.0%
20.0%
0.0%
IIIIIIIMale
Question #29
How do you identify yourself?
100.0%
80.0%
60.0%
40.0%
20.0%
o.ow
IIIII! Straight
Question #30
What is your ethnic background?
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
1111111 Caucasian
IIIIIIIAsian
D Other
IIIII! Gay
1111111 Female 0 Transgender
!Rl Lesbian 1111111 Bisexual 1111111 Prefer not to answer
1111111 Hispanic I Latino 1t Black I African American
1t American Indian I Native American 1111111 Multi-Racial
Prefer not to answer
19
359
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Question #31:
You indicated 'Other' in the previous question, please specify your ethnic background: N/A
Question #32
Which of the following age groups are you in?
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
!I Under 21 • 21 to 34 !135 to 54 • 55 to 64 !165 or older !I Prefer not to answer
Question #33
What is your highest level of education?
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
IIIII! Some High School
!I Associate's Degree
fill Doctoral Degree
• Completed High School
!I Bachelor's Degree
!I Some Graduate Studies
20
360
tt Some College
tt Master's Degree
Other Education
MIAMI GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Question #34
What is your household income range?
20.0%
18.0%
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
!IIIII Under $25,000
111111 $85,001 to $105,000
!IIIII $25,001 to $45,000
!IIIII Over $105,000
21
361
!IIIII $45,001 to $65,000
...... Prefer not to answer
!IIIII $65,001 to $85,000
11/1IAMI GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Two Month Analysis -Summary of Responses
Wednesday~ October 171 2012
Wednesday~ November 141 2012
Part 1-Attendee Characteristics
Part 2 -City of Miami Beach
Food Truck and Music Festival Questions
Part 3-Demographic Characteristics
22
362
Two Month Analysis -Summary of Responses
Wednesday, October 17,2012
Wednesday, November 14, 2012
Part 1-Attendee Characteristics
23
363
Question #1
Where are you from?
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Question #2
What country are you from?
30.0%
25.0%
20.0%
15.0%
10.0%
illll! November
Miami-Dade
Cou
Broward
78.6% 5.6%
88.8% 0.7%
Bahamas
16.7%
0.0%
Question #3: You indicated 'Other' in the previous question, please specify what country you are from: N/A
24 MIAMI
364
GREATER MIAMI ,
CONVENTION & I
VISITORS BUREAU
Question #4
What is your zip code? (Only Displaying the Miami Beach Zip Codes Comparision)
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
33141 33140 33139
38.9% 10.5% 2.1%
59.0% 7.5%
Question #5
Is this your first visit to Greater Miami Area?
80.0%
60.0%
40.0%
20.0%
0.0%
Yes No
26.1% 73.9%
25.0% 75.0%
Question #6
How many times have you visited before?
60.0%
50.0%
40.0%
25 MIAMI
365
Question #7
Including yourself, how many people traveled in your immediate party with you on this trip to the Greater Miami Area?
(Persons for whom you or your spouse are financially responsible for on this trip.)
Question #8
What means of transportation did you utilize for this trip to the Greater Miami Area? (select all that apply)
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
October 17, 2012
1111! November 14, 2012
Question #9
What type of lodging are you using during your visit?
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Hotel/Motel Own
0
Day Trip
October 17, 2012 17.4% 47.8% 17.4% 17.4%
~···~+···············~·······················~·································· +············································~·············································· +·································~···············································~!····~···························~································································
43.8% 18.6% 31.3% 6.3%
26 MIAMI
366
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Question #10
How many nights are you spending in the Greater Miami Area?
Octo
Question #11
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
You indicated 'Ten or more Nights' in the previous question, please specify how many nights you will be spending in the
Greater Miami Area:
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Eleven Nights
October 17, 2012 20%
IIIIi November 14, 2012 0%
Question #12
What was your main reason for visiting the Greater Miami Area?
40.0%
35.0%
30.0%
25.0%
27
367
Question #13
You indicated 'Other' in the previous question, please specify your main reason for visiting the Greater Miami Area: N/A
October 17, 2012
Answer %
Moving to Miami 100.0%
Total: 100.0%
November 14, 2012
Answer I %
No Answers
Question #14
While in the Greater Miami Area for the Food Truck and Music Festival, you are likely to:
(select all that apply)
25.0%
20.0%
Question #15
You indicated 'Other' in the previous question, please specify what other activities you are likely to participate in: N/A
October 17,2012
Answer %
Pilates at Bayfront 50.0%
WSA 50.0%
Total: 100.0%
November 14, 2012
Answer ( %
No Answers
28
368
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Two Month Analysis -Summary of Responses
Wednesday, October 17, 2012
Wednesday, November 14, 2012
Part 2 -City of Miami Beach
Food Truck and Music Festival Questions
29
369
Question #16
Have you attended a Food Truck and Music Festival Night previously?
Question #17
How many times?
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
October 17, 20
Question #18
Yes
.1%
49.0%
How did you learn about Food Truck and Music Festival Night? (select all that apply)
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Word of
Mouth
Attended
Previously
The Food
Truck and
Music
Festival
Website
Another Street Magazine TV
Internet/ Banners I Advertise Advertise
Website/ Billboards ment ment
Social
Media
Advertise
30
370
51.0%
Radio Mailed Walked by Other
Advertise Invitation the Event
ment
MIAMI
Question #19
You indicated 'Other' in the previous question, please specify how you learned about Food Truck and Music Festival Night?
October 17, 2012
Answer %
Email Sent to Me 25.0%
Newspaper 25.0%
Postcards I Posters 50.0%
Total: 100.0%
November 14, 2012
Answer %
Miami Herald 50.0%
Miami Beach Newsletter 25.0%
Working the Event 25.0%
Total: 100.0%
Question #20
Which internet/website/social media source did you learn about Food Truck and Music Festival Night through?
October 17,2012
Answer %
Facebook 33.5%
The City of Miami Beach 33.5%
Searching Food Trucks on 11.0%
SoulofMiami.com 11.0%
the305.com 11.0%
Total: 100.0%
November 14, 2012
Answer %
Face book 45.5%
FreeMiamiEvents.com 18.2%
Twitter 27.3%
MunchkinFun.com 9.0%
Total: 100.0%
Question #21
Which magazine did you learn about Food Truck and Music Festival Night through?
October 17, 2012
Answer %
New Times 80.0%
AA 20.0%
Total: 100.0%
November 14, 2012
Answer %
New Times 100.0%
Total: 100.0%
31
371
Question #22
What means of transportation did you utilize to get to the actual event? (select all that apply)
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
2012
!IIIII November 14, 2012
Question #23
How often would you like to have a food truck event in this neighborhood?
50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Once Once
every
!IIIII November 1
Question #24
How often would you like to see events in this neighborhood?
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Once
every
32
372
every
three
Once
every
three
months
2.8%
0.7%
every six
months
0.9%
1.4%
Once Once a
year
No More No
Events Response
MIAMI GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Question #25
What other events would you like to see in this neighborhood? (select all that apply)
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
October 17, 2012
11!11 November 14, 2012
Question #26
Culture
Events
21.3%
20.4%
14.0%
13.7%
You indicated 'Other' in the previous question, please specify what other events you would like to see in this neighborhood:
October 17, 2012
Answer
Bring Back Sleepless Nights
Beach Arobics
Children and Family Day
Pet Beach Day
Reggae Day
Saturday and Sunday
Shopping Markets
Skate Night
Sport Events
World International
Total:
November 14, 2012
Answer
Kids Day with Festival Rides
Yoga I Exercise day
Beach Sports Day
Community Events
Family Events
Bike Day
Cultural Events
Pets Day
Environment Education Day
Total
33
373
%
18.1%
9.1%
9.1%
9.1%
9.1%
9.1%
9.1%
9.1%
9.1%
9.1%
100.0%
%
28.6%
14.4%
10.7%
10.7%
10.7%
7.1%
7.1%
7.1%
3.6%
100.0%
11/llAMl GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Question #27
Will you attend the Food Truck and Music Festival Night again?
100.0%
80.0%
60.0%
40.0%
20.0%
0.0%
98.6%
34
374
1.4%
MIAMI GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Two Month Analysis -Summary of Responses
Wednesday, October 17,2012
Wednesday, November 14, 2012
Part 3 -Demographic Characteristics
35
375
I
&
EAU
Question #28
Please select your Gender:
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Question #29
How do you identify yourself?
Question #30
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
What is your ethnic background?
50.0%
45.0%
40.0%
IIIII! November 14, 2012
Male
46.7%
48.3%
Gay
81.3% 11.2%
90.2% 7.0%
50.5%
51
Lesbia
1.9%
0.0%
36
376
5.6%
2.8%
Racial
0.9% 5.6%
1.3% 6.6%
Tra
0.0%
Prefer not to
answe
0.0%
0.0%
Prefer not
to answer
Question #31:
You indicated 'Other' in the previous question, please specify your ethnic background: N/A
Question #32
Which of the following age groups are you in?
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
October 17, 2012
Question #33
What is your highest level of education?
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
0.0%
October 17,
111111 November 14, 2012
37
377
Prefer not
to answer
0.0%
0.0%
MIAMI GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Question #34
What is your household income range?
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
19.6% 7.7%
38
378
MIAMI GREATER MIAMI
CONVENTION &
VISITORS BUREAU
RESOLUTION TO BE SUBMITTED
379