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LTC 105-2019 MIAMI BEACH'S FIRST CULTURE CRAWL: MARCH 6, 2019 6PM - 10PM MIAMI ' H City of Miami Beach, 1700 Convention Center Drive, Miami Beach, Florida 33139,www.miamibeachfl.gov OFFICE OF THE CITY MANAGER 105-2019 LETTER TO COMMISSION TO: Mayor Dan Gelber and Members of.' he City Cofnmission FROM: Jimmy L. Morales, City Manager DATE: February 26th, 2019 1i SUBJECT: MIAMI BEACH'S FIRST CULTURE CRAWL: MARCH 6, 2019 6PM — 10PM The purpose of this Letter to Commission is to inform you of Miami Beach's first "Culture Crawl" - an initiative from the Tourism and Culture and Marketing and Communications departments, which is aimed to get our residents and tourists to explore and become re-acquainted with Miami Beach and the plethora of our cultural offerings. The intent is to make the Miami Beach Culture Crawl a monthly art and cultural happening, which offers complimentary admission to some of the nation's most prestigious institutions. The Tourism and Culture Department has worked with our cultural institutions, to have them produce special programming which includes open studios and galleries, outdoor films, live music, exclusive tours, night gardens, and exclusive, free trolley service to specially chosen stops within the city. This event is 100% free and open to the public. We have branded two exclusive trolleys, which will provide free transportation to Culture Crawl attendees and have set up a specially curated trolley route (see map attached) to drop people off within a block of our cultural institutions. On board each trolley will be a tour guide from MDPL who will be able to provide trolley riders with a block by block history of this great city. The institutions are also within blocks of each other, so attendees can explore the map on foot or on bike. We anticipate this becoming a monthly event, where we will continue to add programming and activations from institutions all over the city, and extend our reach through Mid and North Beach, as demand dictates, until we reach an `all-city, all culture' crawl. The relationship we hold with our cultural institutions is important, as is our relationship with our residents and tourists, so we produced this experience with the mindset of removing all barriers between people and culture (easy transportation, free admission). The following institutions are taking place in our first event (detailed descriptions of each cultural offering of can be found in the attached marketing materials): 1. New World Symphony 2. Miami Beach Urban Studios 3. The Wolfsonian 4. Jewish Museum of Florida — FIU 5. Miami Design Preservation League 6. Art Center/ South Florida 7. Miami Beach Botanical Gardens 8. The Bass Letter to Commission— 1701 Meridian Condominium Building Association, Inc. March 20, 2015 Page 2 of 4 Due to the quick programming timeline of this event, not all institutions were able to participate. The following institutions have confirmed participation in the April `Culture Crawl': Miami New Drama, Miami City Ballet, Holocaust Memorial and Miami-Dade Public Library. To ensure residents know about this event, we will print one thousand (1000) double sided 5" x 7" postcards with the attached marketing collateral, and will be available on the trolleys, and at each cultural institution. We will also host the electronic version on our website. In addition, we will be supporting this initiative with strategic marketing messages, that will be targeted through paid social and digital advertising and will utilize geo-fencing / behavior marketing, as well as placement on our cultural calendar, weekly newsletter and with a 'pop up' ad when visitors visit www.mbartsandculture.orq in order to reach the optimal target audiences and ensure a well-attended event. Should you have questions or comments, please do not hesitate to contact Matt Kenny, Tourism and Culture Director at x6597 or mattkenny©miamibeachfl.gov Letter to Commission— 1701 Meridian Condominium Building Association, Inc. March 20, 2015 Page 3 of 4 CULTURE CRAWL TROLLEY MAP & CULTURAL OFFERINGS MIAMI BEACH 1p CULTURE TROLLEY ROUTE CRAWL 4 Q 023 St p 22.11QQ 202"SJ 19 ST Q SJ ISLAND AVE o 11 ST`' o 1111 ST VENETIAN CSWV LINCOLN RD © LINCOLN RD 16 ST El W W Q Q Q Q 7� Z Z � = GLLC Or O — �v GC Was N 0 a 3 2 10 ST ON STO 9ST 411 c 8ST x o 6 ST 5 ST I CULTURAL INSTITUTIONS 45 © [ TROLLEY STOPS O New World Symphony& 3 ST 3 Q 17 St&Washington Ave Miami Beach Urban Studios 11 St&Washington Ave © The Wolfsonian FIU [] 4 St&Washington Ave 0 Jewish Museum of Florida SOUTH POINTE DR Ej 0 Miami Design Preservation league 9 St&Washington Ave 0 Art Center 16 St&Michigan Ave O Miami Beach Botanical Gardens © 19 St&Meridian Ave O The Bass 1=1 21 St&Collins Ave Letter to Commission— 1701 Meridian Condominium Building Association, Inc. March 20, 2015 Page 4 of 4 vr.r.''BEACH Wednesday, March 6 CULTURE 6PM - lOPM CRAWL #MBArtsAndCulture THIS EVENT IS FREE AND OPEN TO THE PUBLIC Miami Beach Culture Crawl is an art and cultural happening offering complimentary admission to some of the nation's most prestigious institutions. Special programming includes open studios and galleries, outdoor films, live music, exclusive tours, night gardens, and free trolley service to each location. O New World Symphony(500 17 Street 1 www.nws.edu Trolley Stop: 17 St& Washington Ave Bring a blanket, share a picnic and invite your friends to watch Wonder Woman (2017) on the 7,000 square foot outdoor projection wall. For those who love architecture and technology, join New World Symphony staff for a behind the scenes guided tour of New World Center. O Miami Beach Urban Studios (420 Lincoln Road, Suite 440Iwww.carta.fiu.edu/mbus Trolley Stop: 17 St& Washington Ave New Music Miami ISCM Festival 2019 with Quasar Saxophone Quartet. Pre-concert talk at 7PM, performance at 7:30 PM. 0 The Wolfsonian - FIU 11001 Washington Avenue I www.wolfsonian.org Trole,.v stnr,- 1 1 S! & W-Ishinatnn Av. Join The Wolfsonian, Miami Beach's inventive and provocative museum of objects and design, for complimentary admission, open access to all gallery floors, happy hour 2-for-1 pricing on drinks, and a special discount in the design-oriented gift shop. 0 Jewish Museum of Florida- FIU (301 Washington Avenue I www.jmof.fiu.edu Trolley Stan: 4 St& Washington Av. Museum visitors can journey into a cartoon world of kosher folk art and meet the artist at the exhibition opening of Through the Hat: The Art of Steve Marcus. O Miami Design Preservation League 11001 Ocean Drive I www.mdpl.org Trolley Stop: 9 St& Washinyron Av, Learn about the three main styles of historic architecture in Miami Beach. See the work of our current special presentations featuring local artists: Marian Del Vecchio's Political Cartoons and Claudio Castillo's Generative Art. Make sure to journey behind the building at night to see Castillo's projection display that turns the Welcome Center into an artistic light box. 0 Art Center/South Florida (924 Lincoln Road I www.artcentersf.org Trolley Stop: 16 St& Michigan Ave Join some of Miami Beach's most interesting contemporary artists for open artist studio visits. The galleries will also remain open with exhibitions that include "Dancing in the Absence of Pain," the first solo show for photographer Terence Price II,curated by Diana Nawi. 0 Miami Beach Botanical Gardens(2000 Convention Center Drive I www.mbgarden.org Trolley Stop: 19 St& Meridian Ave Be sure to stop for a nighttime stroll through the Miami Beach Botanical Garden. This is your unique opportunity to experience this magical oasis after dark. Learn about the plants and history of the Garden, along with music and botanical beverages. O The Bass 12100 Collins Avenue I www.thebass.org Trolley Stop: 21 St& Collins Ave The Bass introduces extended hours on the first Wednesday of each month and offers free admission from 6-10 p.m. to all visitors. Exhibitions include The Haas Brothers "Ferngully", Paola Pivi "Art With a View", and Aaron Curry "Tune Yer Head".