National Treasure Marketing Plan Miami Marine Stadium September

National Treasure Marketing Plan Miami Marine Stadium September 2012 1

Overview Opportunity Restore a historic entertainment venue on the shore of Biscayne Bay. Miami Marine Stadium, which has been closed for 20 years, is a sentimental favorite of many Miami residents. Thousands once viewed power boat races here, attended Easter sunrise services, or experienced their first concert under the stadium’s signature cantilevered roof. On any given night, private boats would also surround the floating barge that served as the stadium’s stage. When the 326 -foot-long, fold-plate roof was poured in 1963, it was the longest span of cantilevered concrete in the world. National Significance The 6, 566 -seat Modernist icon is the only stadium in the United States built for the purpose of watching power boat races. It was designed by Hilario Candela, a Cuban-born architect who at age 27 conceived a stadium that is now viewed as a masterwork of civic architecture and engineering. Campaign Goals Devise a business plan that will open the shuttered stadium and return it to a flourishing entertainment venue. Marketing Objective Inspire the Miami community to support restoration of the stadium as an important social, entertainment and cultural venue. Partner Friends of Miami Marine Stadium 2

Marketing Situation Background • Built on Virginia Key as the first purpose-built venue for powerboat racing in the United States. • Dedicated as the Ralph Munroe Marine Stadium on December 23, 1963. • Constructed at a cost of $1 million; basin was dredged for approximately $900, 000. Architecture Considered a Modernist icon because of its cantilevered, fold-plate roof and construction of lightweight, poured-in-place concrete, popular in mid-century stadiums. The 326 -foot-long cantilevered concrete roof (longer than a football field) is supported by eight enormous, canted columns anchored in the ground. Boat Races and Other Sporting Events The stadium hosted world-class powerboat events including Unlimited Hydroplane, Inboard, Outboard, Performance Craft, Stock, Modified, and Grand National divisions. It was the site of many nationally televised events including the Bill Muncey Invitational and the ESPN All-American Challenge Series. 3

Marketing Situation Concerts and Cultural Events Thanks to an innovative floating stage, the stadium became host in later years to events ranging from boxing matches to classical, rock and pop music concerts, even Sunday services. The stadium is where Sammy Davis Jr. hugged Richard Nixon in 1972, and the site of a legendary and raucous 1985 Jimmy Buffett concert. The 1967, the Elvis Presley movie "Clambake"—about an oil tycoon's heir swapping places with a poor water-skier—was filmed there. Other memorable performances: Queen, The Beach Boys, Steppenwolf, Dave Brubeck. Arthur Fiedler and the Boston Pops, Miami Philharmonic, Ray Charles and many more. The Sleeping Beauty Years In the wake of Hurricane Andrew, the building was declared unsafe under the Miami-Dade County building code. Though an engineering study demonstrated it was sound and not damaged by the hurricane, the stadium was shuttered by the City of Miami on September 18, 1992. Since then, the stadium has become a haven for vandals, graffiti artists and taggers. 4

Marketing Situation The Future On February 20, 2008, Friends of Miami Marine Stadium (FMMS) was formed. The effort undertaken by FMMS is the first and only feasible plan in 20 years for restoration and operation of the property. FMMS secured historic designation from Miami’s Historic Preservation and Environmental Board. The stadium was also recognized as an architectural masterpiece by the National Trust for Historic Preservation. It was named to the National Trust’s 11 Most Endangered List in 2009. In 2009, the World Monuments Fund named the Marine Stadium to its 2010 Watch List (significant endangered sites), along with places such as Macchu Picchu, the historic center of Buenos Aires, the City of Old Jerusalem, and Gaudi’s La Sagrada Familia in Barcelona. On April 6, 2010, Miami-Dade County commissioners passed a resolution to allocate $3 -million to the stadium to initiate historic preservation and return it to a venue for water sports and major concerts. On July 22, 2010, the Miami City Commission approved the Virginia Key Master Plan, which includes the Miami Marine Stadium. 5

Marketing Situation In January 2012, Miami Sports and Exhibition Authority (MSEA), a quasi-public organization, approved a Memorandum of Understanding (MOU) and Resolution, the first step in the creation of a partnership between FMMS, MSEA and the Miami City Commission to restore the Marine Stadium. In March, 2012, the Miami City Commission approved the MOU. Friends of Miami Marine Stadium must submit a business plan within six months and develop full funding within two years. In February of 2012, the Trust named Miami Marine Stadium one of its National Treasures signifying that it intended to work directly with partners to save the stadium. Preservation staff are working on a National Register submission as a first step. In September of 2012, the Trust committed approximately 2, 000 hours of marketing resources to this project. This plan is intended to drive the use of that capacity. 6

Key Project Details Partner: Friends of Miami Marine Stadium National Treasure Project Manager: Karen Nickless Marketing Sponsors: Terry Richey, James Schwartz, Germonique Ulmer Marketing Lead: Jason Clement Media lead: Virgil Mc. Dill Estimated Marketing Hours for Project FY 13: 2, 000 Funding Target: $30 million Primary Marketing Outcomes Attract national media attention Secure high local visibility from signature events Create sense of momentum to support fundraising Create sense of anticipation for local trendsetters Demonstrate positive impact of preservation Build awareness and support for National Trust 7

Marketing Strategies 1. Create a sense of excitement in Miami for the return of Miami Marine Stadium. 2. Garner national media to add credibility to fundraising efforts. 3. Use major events in Miami to draw attention to the Stadium project. 4. Support FMMS with fundraising literature and high-end donor engagements and coverage in National Trust publications and online sites. 8

Strategy 1: Create a sense of excitement in Miami for the return of Miami Marine Stadium. Tactic 1: Develop a call-to-action brand “look and feel” that can used consistently for awareness building of the stadium project. Responsible: James Needed by: 9/30/12 Approved by: FMMS, Terry Estimated marketing time: 50 hours Tactic 2: Work with FMMS to adapt FMMS website to the new call to action and optimize the web site for community engagement and social media. Responsible: Jason Needed by: 10/31/12 Approved by: FMMS, James, Terry Estimated marketing time: 100 hours 9

Tactic 3: Build a plan, messages and media kit for local/regional media support including blogger outreach plan. Responsible: Germonique Needed by: 10/30/12 Approved by: FMMS, Terry Estimated marketing time: 50 hours Tactic 4: Create a “Sea, See & Shoot” blogger event and tour of stadium. Responsible: Jason, David Garber Needed by 10/30/12 Approved by FMMS, Terry, James, Germonique Estimated marketing time: 100 hours Tactic 5: Develop an outreach plan for young, urban trendsetters who can be activated on behalf of the stadium project. Responsible: Jason Needed by: 11/30/12 Approved by: FMMS, James, Terry Estimated marketing time: 200 hours 10

Strategy 2: Garner national media to add credibility to fundraising efforts. Tactic 1: Develop key story hooks for the stadium and cultivate national media for placements. Responsible: Virgil Needed by: 10/30/12 and on-going Approved by: FMMS, Terry, Germonique Estimated marketing time: 50 hours Tactic 2: Create a plan for celebrity engagement. Responsible: Virgil Needed by: 10/31/12 Approved by: FMMS, Stephanie Meeks (if Gloria Estefan), Terry, Germonique Estimated marketing time: 50 hours 11

Strategy 3: Use major events in Miami to draw attention to the stadium project. Tactic 1: Align a social media project/awareness project to take advantage of “Art Basel” in Miami, December 6 -9. Responsible: Jason Needed by: 10/15/12 Approved by: FMMS, Terry, James Estimated marketing time: 150 hours Tactic 2: Develop a promotional event to link to the Miami International Boat Show, February 14 -18 and to kick off public fundraising campaign. Responsible: Terry, Germonique, James Needed by: 9/30/12 Approved by: FMMS Estimated marketing time: 400 hours 12

Tactic 3: Use night time lighting at Stadium to keep it front and center for residents and visitors. Responsible: Terry, Germonique, James Needed by: 9/30/12 Approved by: FMMS Estimated marketing time: 100 hours 13

Strategy 4: Support FMMS with fundraising literature and high end donor engagements. Tactic 1: Work with FMMS team to develop fundraising materials for major donor effort. Responsible: James Needed by: 10/30/12 Approved by: FMMS, Terry Estimated marketing time: 75 hours Tactic 2: Plan a series of small group cultivation events for prospective donors. Needed by: 10/15/12 Responsible: Terry Approved by: FMMS Estimated marketing time: 50 hours 14

Marketing team These are the primary marketing staff working on Miami Marine Stadium’s marketing plan: Terry Richey, Chief Marketing Officer Responsible for overall marketing effort trichey@savingplaces. org 202 -588 -6361 James Schwartz, Senior Director of Editorial and Creative Responsible for magazine, websites, design team jschwartz@savingplaces. org 202 -588 -6043 Germonique Ulmer, Senior Director of Public Affairs Responsible for media and blogger outreach gulmer@savingplaces. org 202 -588 -6475 Jason Clement, Associate Director Strategic Campaigns Responsible for event development and online campaigns jclement@savingplaces. org 202 -588 -6036 Virgil Mc. Dill, Associate Director of Public Affairs Responsible for media outreach vmcdill@savingplaces. org 202 -294 -9187 David Garber, Coordinator of Blog Content and Outreach Responsible for blog engagement dgarber@savingplaces. org 202 -588 -6048 pbridges@savingplaces. org 202 -588 -6474 kblackerby@savingplaces. org 202 -588 -6046 ____ Corporate partner team Paige Bridges, Senior Director of Marketing Programs Responsible for corporate strategy Kevin Blackerby, Associate Director of Strategy and Partner Engagement Responsible for corporate outreach 15