As the Administration considered the lessons learned from the Miami Beach Live! 2022 program, it was compared with successful annual Miami Beach activations including Art Basel Miami Beach, Miami International Boat Show and Bitcoin, whose success is demonstrated with several satellite activations occurring within Miami Beach and across Miami-Dade County. As an example, the month of December in the County is renowned as "art" month and April has recently solidified itself as "fintech" month, both with events in the Miami Beach Convention Center and beyond.
Miami Beach Live! 2023 Ideations and Official March Fitness Month:
Shortly after Miami Beach Live! 2022, staff began engaging with successful local area producers to receive feedback and input on the programming and footprint. Based on these meetings, staff, in an effort to mimic successful Miami Beach events, deduced that fitness was an area that had not fully been explored. Through these brainstorming discussions, the idea to make March in Miami Beach official fitness month was adopted. Staff met and engaged the following corporations to propose activations for Miami Beach Live! 2023:
Proposed March 2023 Event Schedule:
Based on the aforementioned sports and fitness entities, the working tentative schedule for March 2023 is as follows:
- March 2 - 5, 2023 Miami Beach Tennis and Beach Soccer Tournament
- March 10 - 12, 2023 King of the Courts / Major League Baseball Fan Fest
- March 17 - 19, 2023 Kiwanis of Little Havana Art in the Park
- March 24 - 26, 2023 National Cycling League / Mayhem Nation
The proposed schedule includes smaller activations by Nike, Crunch, and RCX Sports. Staff will continue to provide updates as the negotiations come to a close.
The Administration has been working on a parallel path to curate the month of March in 2024. Staff has been vetting proposals for large-scale activations from several entities. Below is a working tentative schedule for March 2024 as follows:
- March 8 - 10, 2024 North Sea South Beach Music Festival
- March 15 - 17, 2024 Goodwood Festival of Speed
- March 22 -24, 2024 Kiwanis of Little Havana Art in the Park
These schedules and events are subject to change based on finalized negotiations and executed agreements.
Miami Beach Live! Funding:
Based on the FY 2022/23 adopted budget, an amount of $3.2M was approved for March 2023 activations. TCD Staff is currently working with Tom Bercu Presents on the budget allocation for each weekend based on size, scale and funding request from each entity.
Special Event Sponsorship Incentive:
Through special event sponsorship incentives, the City is able to attract high-caliber events interested in activating during the month of March and take over the areas of Ocean Drive, Lummus Park, and Art Deco Cultural District. By incentivizing event organizers, the City benefits from visitors through event tourism. The criteria to qualify for special event sponsorship includes events that increase Resort Tax collection by supporting experiences that can verify tourism initiatives with large hotel room blocks or estimated tourist attendance, events that serve as a marketing/branding opportunity for the City to generate favorable media impressions on the international stage via partnership and media/PR exposure, and events that promote quality of life for the City's residents by promoting events residents would want to attend.
The Administration seeks approval to engage and contract various entities with special event sponsorship incentives for the month of March funded by the approved and budgeted $3,200,000.00 from the Resort Tax High Impact budget.