Coversheet


NEW BUSINESS 18.


COMMITTEE MEMORANDUM

TO:	Neighborhood and Quality of Life Committee Members

FROM:	Jimmy L. Morales, City Manager

DATE:	February 3, 2020

SUBJECT:	DISCUSSION REGARDING THE MARKETING PLAN FOR CONVENTIONS/MEETINGS AT THE MIAMI BEACH CONVENTION CENTER.

HISTORY:

Marketing of the Miami Beach Convention Center falls under the purview of two different entities.

The Greater Miami Convention and Visitors Bureau (GMCVB) is tasked with marketing the building to all major Priority 1 (P1) and Priority 2 (P2) meeting planners on an international stage.

Spectra and Centerplate are tasked with marketing the MBCC to Priority 3 (P3) and social catering business.

On December 17, 2019 the administration called a meeting with the GMCVB, Spectra, Centerplate and VCA to better understand the different assets that each entity was using to market and sell the building. At that meeting, there were in-depth discussions on who would be tasked with what projects and where we would have crossover with multiple entities marketing to the same demographic to ensure consistent visual assets and messaging.

The outcome of the meeting was to clarify how we wanted to see the MBCC shown in marketing collateral and to ensure a clear vision and voice for the building. The conversation will continue, moving forward as we bring the building to full occupancy, but fully integrated marketing and sales strategies are in constant use.

Attached you will find the marketing plans and strategies for all P1, P2, P3 and social catering business as well as the December Joint Sales Report which reflects the sales and revenue efforts of all entities (GMCVB, Spectra and Centerplate).


CONCLUSION: In conclusion, the administration believes that the MBCC is being properly marketed by the various entities tasked with marketing and selling the building and continues to hold bi-monthly marketing meetings with all parties (GMCVB, Spectra, Centerplate, VCA) to ensure clear and consistent messaging. These strategies are proving to be working by the ever growing list of prospects, tentative and definite business reflected in the attached "December Joint Sales Report".

Applicable Area

South Beach

Is this a Resident Right to Know item?		Does this item utilize G.O. Bond Funds?
No		No

ATTACHMENTS:
	Description	Type
	Spectra - MBCC Marketing Plan FY 19/20	Other
	GMCVB - MBCC Marketing Plan FY 19/20	Other
	December Joint Sales Report	Other