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Home My WebLink About161-1999 LTC ~ITY OF MIAMI BEACH ~IlY.f1N.L 1700 CONVENTION CENTER DRIVE MIAMI BEACH, FLORIDA 33139 ,ttp:\\cl.miami-beach.f1.us L.T.C. No. 161-1999 LETTER TO COMMISSION July 21, 1999 TO: Mayor Neisen O. Kasdin and Members of the City C mmission SUBJECT: ECONOMIC IMPACT OF THE BASS MUSEUM FROM: Sergio Rodriguez City Manager Attached is a self-explanatory memorandum with attachments from Diane Camber, Bass Museum Executive Director, regarding economic impact of the Bass Museum. If you require further information, please don't hesitate to either contact me or Assistant City Manager Mayra Diaz Buttacavoli. SR:~cd Attachnlents c: Mayra Diaz Buttacavoli Diane Camber Patricia Walker F:\CMGR\$ALL\L TC.99\BASSECON.IMP CITY OF MIAMI BEACH BASS MUSEUM OF ART INTEROFFICE MEMORANDUM TO: SERGIO RODRIGUEZ, CITY MANAGER FROM: DIANE CAMBER, EXECUTIVE DIRECTOR ~ JULY 1, 1999 - DATE: RE: ECONOMIC IMPACT OF THE BASS MUSEUM Attached, please find information regarding the economic impact discussed recently. Recent surveys of Bass Museum visitors show that 81 % of visitors to the Bass Museum come from outside of the City of Miami Beach. Articles on the subject are provided for your reference. Also note that in the past the Museum hired an economist to measure economic impact~ Information from that study is enclosed. cc: Mayra Diaz-Buttacavoli, Assistant City Manager Carmen Carlson, Budget Analyst Cl (~\ .J --:J ("~ u.... Visitor Survey results from December 1997-Apri11998 1. Where do you reside? 190/0 from Miami Beach 81 % from out of the City Miami Beach J 90/0 Greater Miami ~ Broward County ~ Palm Beach County, ~ other Florida 40/0 out-of-state 170/0 foreign country 120/0 I' ' I I I- I I I- I- I- I- I- I, 1-. 1- 1.- I- I- I- I- INTRODUCTION The economic survey of visitors to the Precious Legacy Exhibition at the Bass Museum in Miami Beach is designed to give a picture of some of the economic impacts of the atten- dance of the museum. Many values produced by a cultural event such as the Bass Museum's special exhibit are only indirectly economic. Inasmuch as they add to the quality of life of the area, they become important economic parameters in locational decisions of industries, business centers and retirees. Other benefits affect directly the area's monetary income. Our survey presents data showing its cultural appraisal by the visitors, the geographical range of its impact, and its monetary implications. It is significant that the exhibit was not only attended by residents of the immediate area, but that it attracted viewers who lived many miles outside Miami Beach. As a consequence, the benefits of the museum and its exhibits extend virtually to the whole of South Florida. What this cultural range means in terms of benefits to the prestige and attractiveness of the area, capnot be precisely estimated in monetary terms, but the impact on the tourist economy of South Florida can be ii I' I- I I I I I I I I I I I I I I I I I established. In contrast to other artistic exhibits in large metropolitan areas, the Precious Legacy Exhibition took place in a resort area at a time when tourism was at its peak. The degree to which the museum exhibit attracted tourists is measurable, so are the economic values that spring from this attendance. Our survey was designed to reveal these values, showing to what extent tourists attended the Museum, how important the exhibit was as a tourist attraction and how the area was economically benefited by the tourist visitors to the Exhibition. How the Survey was Conducted The 3urvey was cpnducted ~n three phases: by personal visitor interviews, by entries of visitors into a guest book and by interviews of tour guides who brought visitor groups to the Museum. The direct personal interviews formed the basis of the inquiry into the cultural and economic aspects of attendance. Guest book entries were valuable in confirming the findings on the geographical origin of the visitors and tour guide interviews threw light on the regional scope of local attendance on the motivation of visitors, their reaction to the exhibit/and their interest in future events of this kind. The basic interview schedule ~reproduced on pp. 23-24) ( was presented to the visitors in a random fashion on iii I~ I I I I I I I I I I I I I I I I I I' different days at the exit from the museum grounds and filled by the interviewees themselves in the presence and with available help from the interviewing persons. Alto- gether 900 persons were interviewed. These respondents produced 876 usable schedules. The tabulated answers were examined for their statistical reliability and proved con- sistent with the findings from the guest book and the interviews with tour operators. iv 1 GEOGRAPHICAL ORIGIN OF VISITORS Of the 92,600 visitors, more than two-thirds.'were residents of the three county area of South Florida. The exhibit attracted also over 25,900 tourists and winter residents from other parts of Florida, from other states and from abroad. Remarkable is the wide range of the geographical pull of the exhibit. Not fewer than 32,000.'of the visitors came from the Hollywood - Fort Lauderdale - ?ompano Beach area, and over 15,000 from Palm Beach County. Still 11,400 residents of Miami Beach made a trip to the museum and altogether 19,300 persons from the Greater Miami area saw this special exhibit. Grand Total, all visitors Percent Projection 100.0 66,700 17.2 11,465 11.7 7,796 48.5 32,301 22.7 15,ll8 25,900 92,600 All visitors with residence in Dade, Broward & Palm Beach Counties Miami Beach Dade County outside Miami Beach Broward.County Palm Beach County Visitors with residence outside South Florida 1 ~ DOWN S&P 500 1,339.49 STOCK ;NDEX +1.69 ........................................................ NASDAQ 2,561.84 STOCK INDEX +33.98 ....................................................... BONDS 5.890/9 U.S. 3D-YEAR -.03% ....................................................... HERALD 135.57 BLOOMBERG -.39 LOCAL INDEX 10.853.47 -59.85 DOW 30 INDUSTRIAls INSIDE BUSINESS CULTURE BRINGS VISITORS, DOLLARS With the economic slow- , down in Latin America keeping some tourists hom.e, it's a g.ood thing that South Flonda has dIscovered that its cul- tural attractions qn bring in visi- F tors and dollars. Other cities, such as New York, Chicago and San Francisco real- r ized long ago that their mus~ums, t concert balls and art collections I were a big draw. For instance the Philadelphia Art Museum's ;old- out exhibition of Cezanne's paint- ings in 1996 drew 548741 visi- tors, with an estimated ~onomic i~pact on the city of $86.5 mil- bon. George Neary was hired by the Greater Miami Convention & Visitors Bureau nearly 18 months ago to promote cultural tourism. As a former head of the Miami Design Preservation I.eague his familiari~y ~ith arts groups' and cultural institutions in the region ,has been a Dlus. TUESDAY, MAY 18, 1999 S' With the 'Opening of several new museums in Miami-Dade in recent years, these art houses seemed like the perfect place for Neary to begin his work to draw attention and visitors. Today is the county's second International Museum Day, where all 1 5 museums are open, offering discounted or free admis- sions. This year's event also marks the Neary start of a ven- , ture with Coach USA that will promote the muse- ums year-round. p , i' LaSt week, I chatted with Neary on what he's done in his first year on tbe job. Q Wbat are the demograph- ics of the group that you're · targeting? A It's really the Baby , Boomers. They tend to . stay longer, spend more, are better educated and slil~tly more affluent. . 'Q'. How are you promot,mg some of the cultural sItes . · in Miami-Dade COUIllty? A- ' 'For the first time, we , have put together a. cul- . tural handbook. It's tour- ist-friendly. It fits. into your pocket. ' But more importantly, we have put together a calendar of ~'~ents. We try to list as many actIVltle~ 3:S we can, but mostly cultural a,ctlVI- ties . The new promotional .program _ All Dressed Up and Every- where To Go - was devel~ped with our partners, Amf:ncan Express, the Miami-:Dade Cul- tural Affairs CouncIl and the Miami Beach Cultural Arts Coun- cil. [eal We have delivered these en- dars] to restaurants throughout PLEASE SEE GARC:tA, 8e ~ , . " . g ~ .a S ~I-d ~ ',g S i · :!s ~S ~ . ~ .Ii lH. 1:9 IU: i;gi '. 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