| | | | | | | | TO: | Finance and Citywide Projects Committee Members |
|
| FROM:
| Jimmy L. Morales, City Manager |
|
| DATE: | June 28, 2019
|
|
| SUBJECT: | DISCUSSION TO REVIEW THE MAYOR'S PANEL ON OCEAN DRIVE, SAFETY, SECURITY, AND INFRASTRUCTURE SUBCOMMITTEE'S MOTION FOR A SECRET SHOPPER PROGRAM AS AN INVESTIGATIVE TOOL |
|
| | | | | | | |
KEY INTENDED OUTCOME: Revitalize Key Neighborhoods, Starting With North Beach And Ocean Drive
| | |
| | | | | | | | HISTORY:
In November of 2018, the Mayor’s Panel on Ocean Drive was created to identify and recommend concerns and solutions as they relate to Ocean Drive. The Panel was divided into two subcommittees; Business and Culture Practices and Safety Security and Infrastructure. Beginning with the Safety, Security and Infrastructures first meeting, the subcommittee identified deceptive business practices as one of the main issues facing the strip. As discussions progressed, the subcommittee voted in favor, at their May 1, 2019 meeting, to direct the administration to develop a “secret” shopper program that would be utilized as an investigative tool.
| | |
| | | | | | | | ANALYSIS:
The Mayor and City Commission has identified a need to enhance the brand, identity and culture of the City of Miami Beach. Sidewalk Cafes play a pivotal role in the city’s unique visitor and residential experience.
A business establishment seeking to operate a sidewalk cafe is subject to certain identifiable standards, criteria, requirements, and conditions. Food and drink menu specials offered at sidewalk cafes must be displayed or disclosed to patrons in a manner consistent with Sections 82-381 (h) and 82-385(v) of the City Code, and as expressly approved by the City as part of such business establishment's annual sidewalk cafe permit application.
However, both residents and tourists have expressed frustration with their experience dining at sidewalk cafes on Ocean Drive. Often, it is stated, establishments lure customers into their sidewalk café area and provide services other than what was is verbally offered. It has become abundantly apparent that the behavior of unscrupulous actors damages the City’s brand and leaves customers with the perception that all the City’s establishments behave in such a manner.
To develop a Sidewalk Café Service Shopper program, part time personnel will need to be hired and provided a budget for dining within the establishments. Staff recommends adopting into the budget, sufficient funding to implement a pilot program solely within the Mixed-Use Entertainment District (MXE: Ocean Drive and Collins Avenue) inclusive of the Commercial District 2 (CD2: Washington Avenue) for the first quarter of the FY 19/20. The estimated cost to fund two part time staff members to assess the dining experience at approximately 78[1] establishments along the MXE and CD2 is $25,000, inclusive of salaries and food/beverage consumption.
[1] number of sidewalk cafes may differ in the upcoming fiscal year.
| | |
| | | | | | | | CONCLUSION:
Staff has worked with the Chief Learning and Development Officer to begin developing a secret shopper program comparable to what is utilized for performance assessments of trolley drivers, garage security and attendants, and valet operators. Staff recognizes it would need to be unique for the purposes of assessing sidewalk cafes. The Administration supports the development of this program and recommends securing funding in the FY 19/20 budget, funding to implement.
| | |
|