On June 23, 2021, the Mayor and City Commission accepted the recommendation of the Finance and Economic Resiliency Committee (FERC) and approved a Destination Marketing Agreement with the Greater Miami and Miami Beach Convention and Visitors Bureau (“GMCVB”), which Agreement included (1) a five (5)-year term, provided the City may terminate the Agreement for convenience upon 120 days prior written notice; (2) a Base Fee to the GMCVB comprised of ten percent (10%) of the two percent (2%) City Resort Tax (less a collection fee of four percent (4%)); and (3) an Incentive Fee up to $2,000,000 based on the GMCVB's ability to achieve performance metrics, as more particularly described in Resolution 2021-31755.

The current Agreement between the City and GMCVB, enhanced the terms of the previous agreement and provides for more creativity and collaborative synergy amongst the City, GMCVB and other tourism stakeholders (e.g., Miami Beach Visitor and Convention Authority). The Agreement is divided into three (3) areas:

1) Promotion and Sales of the Miami Beach Convention Center and Campus;

2) Promotion and Destination Marketing of the City; and

3) Leadership and membership in the GMCVB administration and operations of the promotion and marketing of the Greater Miami community as a destination and economic driver.

On January 20, 2022, the Mayor and City Commission requested a referral to the FERC to discuss the GMCVB partnership with the City of Miami Beach, to include a presentation by the GMCVB to provide an update on the Miami Beach Convention Center (MBCC) sales, bookings and Miami Beach destination marketing goals.

The City has been contracting and partnering with the GMCVB since 1984 for the purpose of promoting the Miami Beach Convention Center (MBCC) and Miami Beach as a destination. The GMCVB is primarily responsible for marketing, pursuing, and securing MBCC sales and Miami GMCVB Partnership Planning FERC February 17, 2023 Page 2 of 11 Beach destination marketing. Together with the City, MBCC management, Oak View Group (OVG360), formerly Global Spectrum L.P. (Spectra), and Sodexo Live!, formerly Centerplate, the GMCVB is responsible for pursuing large and long lead business bookings, with OVG360 and Sodexo Live! typically focusing on shorter term business.

The GMCVB, in collaboration with the City and the Miami Beach Visitors and Convention Authority, engages in local, regional, national and international marketing and communications of Miami Beach as the overall destination and the MBCC, as a venue destination, in an effort to promote Miami Beach tourism, with the goal of securing hotel room nights in the City, and to further enhance the City's tourism economy and brand.

Sixteen (16) months into the new contract, the City and the GMCVB are mutually adjusting to the modified partnership structure, evolving tourism and economic climate, new strategies, goals, and transparency in tracking and measurement as the City continues to recover, renew, and grow as a Tier 1 destination and the MBCC continues to be a venue of choice with two new event spaces opening soon and the utilization of Pride Park and Collins Canal Park. In addition, the MBCC continues to be recognized by the travel and hospitality community including:

• NorthStar Meetings Group, a premier online platform for business and sports event organizers and related professionals awarded the MBCC a 2022 Silver Stella Award in the “Best Convention Center: Southeast” category;

• Exhibitor Magazine named the MBCC as one of the “2023 Centers of Excellence” – joining an esteemed list of the 30 highest rated convention centers hosting events and trade shows in North America; and

• Smart Meetings Magazine named the MBCC amongst the top 16 “Best Conference Center” list also known as the “Planner’s Choice Award”.

Additionally, MBCC was included in the ConventionSouth magazine 2022 Readers Choice Awards list for Florida.

Promotion and Sales of the Miami Beach Convention Center

Commencing in January 2022, the Administration has worked with the GMCVB (in collaboration with OVG360 and Sodexo Live!) to outline strategic planning goals and reporting requirements consistent with the Agreement to spur enhanced economic impact by driving tactical booking policies, processes and procedures, partnering with the hotel community for united packages, building robust sales teams with national and international reach, and augmenting amenities to remain best in class. Collectively, the Administration and the GMCVB agreed to the following goals for FY 22/23 and plan to meet in April 2023 to review progress on the achievements of such goals.

Additionally, the team implemented a more transparent and trackable reporting structure to better measure success and to identify challenges including, but not limited to:

Monthly Priority 1 (P1) / Priority 2 (P2) Reporting:

• # of New Prospects added by GMCVB/Total Prospects at Month End

• # of Prospects Converted to Tentatives by GMCVB that Month by Year and Total Year to Date Prospects Converted to Tentatives

• # of P1 Tentatives Converted to P1 Definites by GMCVB that Month by Year and Total Year to Date Tentatives Converted to P1 Definites

• # of P2 Tentatives Converted to P2 Definites by GMCVB that Month/Total Year to Date Tentatives Converted to P2 Definites • P1/P2 Definites Room Nights by Year and Total

• Conversion Dynamics • Monthly Revenue Reporting – Booked

• Projected Facility Rental Revenues Booked from P1/P2 Events – by Month for Fiscal Year and Year to Date – Compared to Prior Years and Goal

With respect to generating revenue for Miami Beach hotels, Miami Beach continues to lead the country in average daily rate (ADR), revenue per available room (RevPAR), and rooms sold.

Promotion and Destination Marketing of the City

Over the course of the last year, the Office of Marketing and Communications has worked in partnership with the GMCVB and their agency of record, VMLY&R, on several marketing and communications initiatives including the Davey award winning “Take Care of our City” campaign, Miami Beach Live and have undertaken the city’s largest marketing campaign with “Find Your Wave”. Each campaign has required a completely unique approach with a strategic vision, custom creative and paid / organic media plan.

Find Your Wave In January 2022, the administration and the GMCVB began three months of market research on the Miami Beach brand. The research firm interviewed 25 community stakeholders, and surveyed hundreds more to better understand the tourism, business leader and resident perspective of Miami Beach as a destination, business hub and place to live. The in-depth market research was used to start to put together the City of Miami Beach’s first annual marketing campaign, which came to be called “Find Your Wave.” With the intent to launch in February 2023, the campaign will focus on promoting Miami Beach across various verticals including tourism, business attraction, health and wellness, arts and culture and residents / community. The creative will be executed across multiple paid media channels including digital, social, responsive search ads, search engine optimization, print, and out of home and will run until May 2023. The campaign will launch the first Miami Beach specific promo video and will feature all new photography of some of Miami Beach’s most iconic sites and venues and has been fully funded by the GMCVB through the portion of their funds that have been budgeted and set aside for Miami Beach specific marketing.

Miami Beach Live 2022

For Miami Beach Live 2022, the campaign was launched with existing funding allocated to the GMCVB per the Agreement. The bilingual campaign was comprised of paid social, search engine optimization, targeted geo-fenced events, radio, bus shelters, digital ‘out of home’ (billboards), magazines and articles by a selection of bloggers. The campaign began on December 13, 2021, and steadily built presence, with the bulk of the media buy hitting between mid-January – March 20, 2022. To ensure the campaign was both diverse and inclusive, we partnered with various Black, Hispanic and LGBTQ+ focused media companies with the authority and experience to engage with those individuals, and to ensure the campaign reached a breadth of audiences in a trusted way.

The campaign focused on the local tri-county area (Miami-Dade, Broward and West Palm), Orlando and Tampa, and a larger out of home billboard / digital component executed in our top fly-in markets – Atlanta, Chicago and New York City. With the hyper-targeted aspects of the campaign, we partnered with some of the industry’s largest media outlets (Amobee, Simpli.fi, and Outdoor) to execute programmatic DSP, finite targeting, and geofenced programs. The estimated impressions were set at 34,493,318 unique impressions, with the tactical elements of this vertical to include geofencing at the NY Art Show, the Chicago Show, and the NY Boat Show.

Within the tri-county area, we took advantage of high-profile, high-traffic digital advertising billboards with our brand presence on Interstate 95 at various locations with a return of 5,668,152 unique impressions. Other marketing and media elements within the tri-county area included bus shelters throughout Miami-Dade, radio and paid digital. For our fly-in markets, we took a more digital approach by purchasing digital advertising boards that allowed us to retarget users via mobile. Our brand was seen in Chicago (Hwy 53, Interstates 294 and 55), and Atlanta (Piedmont, Presidential Parkway, and Peachtree Road). The mobile retargeting aspect of this campaign used the combination of rooftop mapping data and demographic data to create audience segments. It grouped physical locations and created audiences of anonymized mobile devices using location data, which allowed us to target them based on their lifestyle as well as brand categories.

In total, the Miami Beach Live! media campaign was expected to return 59,904,750 impressions. The campaign achieved a 123% return on investment, as follows:

• 73,864,174 total impressions (+23% of goal)

• Digital: 46,594,889 (+10% of goal)

• Outdoor: 25,236,885 (+75% of goal)

• Clicks: 129,900 unique clicks with a CTR of 0.27%, which was above the estimated 0.19% CTR benchmark.

The Administration is again working with the GMCVB and VMLY&R to execute the marketing and media plan for Miami Beach Live 2023.