R9L-Presentation On A North Beach Branding Theme4 MIAMI BEACH
Ciry of Miomi Beoch, I 700 Convenlion Cenler Drive, Miomi Beoch, Florido 331 39, www miomibeochfl.gov
COMMISSION MEMORANDUM
TO:Mayor Philip Levine and Members of he City Cpmmission
Jimmy L. Morales, City Manager
June 11,2014
A PRESENTATION ON A NORTH EACH BRANDING THEME
ADMINISTRATION RECOMMENDATION
N/A
BACKGROUND
The Mayor's Blue Ribbon Panel on North Beach was appointed by the Mayor in March of 2014
to provide recommendations to the Mayor and Commission on the revitalization of North Beach.
One of the first items that Panel took up was the lack of identity and/or common theme on which
to promote the area and which to consider in the design of key public installations (i.e. entrance
signs and features, bridge designs, decorative banners). The City enlisted the Greater Miami
Convention and Visitors Bureau (CVB) to assist in this effort. The CVB, at no cost to the City,
provided the services of their contract branding firm, Turkel Brands. Experienced in such efforts
locally, nationally, and internationally, Bruce Turkel, principal of Turkel Brands, led three
workshops with the members of the Blue Ribbon Panel along with several North Beach
stakeholders suggested by the members of the City Commission. This group included the
following individuals:
Members of the Mayor's Blue Ribbon Panel on North Beach:
Ricky Arriola, Chair
Daniel Veitia
Margueritte Ramos
FROM:
DATE:
SUBJECT:
I nvited Participant Stakeholders:
Carol Housen
Mark Alhadeff
Eneida Mena
Diana Susi
Mark Weithorn
Betsy Perez
Mickey Minagorri
Scott Sandelin
The three meetings of this group were noticed as meetings of the Blue Ribbon Panel and were
open to the public. Each meeting lasted approximately three hours. During the meetings, Mr.
Turkel led the group through discussions on what North Beach has to offer, what makes it
unique from other neighborhoods or cities in South Florida, and what simple words brought
everything together in a manner that would be easy to convey to the public on why they should
experience North Beach.
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City Commission Memorandum
Nofth Beach Branding Theme
June 11,2014 Page 2
The sessions concluded when a single theme that all the participants agreed upon was
presented. The branding theme which was agreed to is "North Beach - Beach, Bay, Bikes,
Bandshell.' The participants all agreed that this theme conveys their thoughts that North Beach
is a place to which one can go to be active and experience the outdoors unlike any other place
in the City or the area and the alliteration by using words starting with "B' creates a memorable
theme. Additionally, the group agreed that this theme could be used with rotating words
describing activity that start with the letter "8". Words such as boating, bed and breakfast,
boutique, bridges, beachwalk and others, could be randomly rotated into the four word
descriptive terms in the theme during different events or promotions.
ln addition to this theme, a potential tag line of 'North Beach - B Herel" was created as a line by
which to sell the theme. The Blue Ribbon Panel members and the invited pa(icipants all
agreed that the tagline would work well in conveying the theme and playing on the '8" theme in
promoting North Beach.
CONCLUSION
Bruce Turkel of Turkel Brands wlll present the North Beach branding theme to the Commission
at the June 11 ,2014 Commission Meeting.
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