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Annual Report2015-2016

In its first year, the LRBID has made significant strides in creating an elevated Lincoln Road experience.

Annual Report2015 - 2016

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01_ Branding

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This new image will create a sense of local pride and will engage visitors from all places positioning Lincoln Road as the “must-visit” area of South Florida.

Annual Report2015 - 2016

The LRBID entered into a contract with a local creative agency, Ilona Creative Studio (ICS), and successfully launched a new logo, color palette and identity for Lincoln Road. In the coming months, Lincoln Road will undertake a unique transformation that will embrace its rich culture and diversity while infusing a more eclectic, bold, fashionable and community driven approach.

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02_ MarketingTag Lines

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Connection: It plays on the Lincoln Road name

and builds a connection to the brand

Personality:We match the qualities of our district to the personalities of our very diverse audience.

The goal is to make them feel identified with it and inspire, compel and influence visitors, staff, partners, etc. This is how we create a loyal brand following.

On the Road To

beautifulcolorfulartfulamazingdaringspectacularchicextraordinaryetc…

Brand Tagline

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ON THE ROAD TO...

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Hashtag:This hashtag fits naturally within digital messaging and it serves as social content “metatag” (metadata) which allows for tagged Lincoln Road content to be tracked, found and shared.

Activity:Reinforces the message of Lincoln road as a place to find events and things to do. Events/activation happen #OnLincoln.

The MP3 Experiment #onlincoln

Halloween 2016 #onlincoln

Happy Hour #onlincoln

etc…

Digital Tag

#ONLINCOLN02

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03_ Enhancing the Road

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This effort has greatly impacted the number of homeless on the Road and supports Miami Beach Police in their efforts to keep our streets safe.

No Trespass Affidavits/Homeless Prevention

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The LRBID has worked diligently to secure No Trespass affidavits and signage for 90% of the properties in the district.

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The LRBID secured 37 flag pole banners to mark the district with vibrant colors and welcome guests to an energetic area full of character and soul. These banners are on the south side of 17th Street, Washington Avenue and the side streets leading into Lincoln Road from the south and will be in place for 12 months.

Flag Pole Banners

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04_ Arts & Cultural Engagement

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The LRBID is committed to restoring the importance of arts and culture on Lincoln Road and throughout Miami Beach.

Annual Report2015 - 2016

We are working closely with Miami New Drama and the Colony Theater as well as New World Symphony to not only support their programming on our communications and website, but to also develop ways to extend their exposure beyond their walls and onto the Road. The LRBID was also one of the first official sponsors of the SoBe Jazz Festival set to take place in December 2016.

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Carlos Betancourt

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Research indicates that spaces that are activated, although temporarily, are more likely to be leased than spaces that are left empty.

Annual Report2015 - 2016

Given the 20% vacancy rate on Lincoln Road, the LRBID has made a concerted effort to utilize some of these assets in a creative way. The LRBID has executed license agreements with 2 different owners to repurpose spaces that are currently vacant as follows:

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430 LINCOLN ROAD

The LRBID contracted with a local arts organization, Dale Zine, to provide free weekend workshops for children. An average of 250 children and their families have visited this space each Saturday and Sunday in October to create spooky masks, eerie sounds and haunted mini-movies among other projects.V

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530 LINCOLN ROAD

The LRBID and the Miami City Ballet (MCB) have partnered to celebrate and showcase a magical retrospective of costumes from the past 31 years of performances in an innovative and artful setting. The LRBID is delighted to welcome MCB back to Lincoln Road since so many recall with great fondness, the days of being able to watch MCB rehearse on the Road itself.

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Vacant Storefront Covers

The LRBID has designed and installed vinyl covers for various vacant storefronts throughout Lincoln Road. These covers are in accordance with the new display requirements and offer visitors a series of visually engaging pieces that beautify and showcase the new brand on the Road.V

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05_ Enhancing the Experience

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The LRBID, in conjunction with ICS, is coordinating a cohesive marketing effort that will communicate our brand pillars—bold, eclectic, cultured—via a refined menu of programming.

Annual Report2015 - 2016

The goal is not to place a series of ads, but to very personally engage with visitors by creating an area that is about more than shopping and dining. We will create a place that people enjoy and come to expecting the unexpected. Our public relations strategy and social media content are fueled by the constant happenings “On Lincoln” which are photographed and documented by professionals as well as visitors moved to post and share.

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MP3Experiment

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Halloween 2016 MOU

The annual Halloween celebration on Lincoln Road has historically been conducted on an ad hoc basis. In an effort to provide a safe, orderly and festive atmosphere for the thousands of residents and visitors who patron Lincoln Road on that evening, the LRBID worked with the City to secure a joint special event permit to provide programming and activations throughout Lincoln Road. This enabled the City to properly plan for safety and security measures as well as sanitation.

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06_ The Future

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Block by Block

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The LRBID will contribute approximately

$200,000 for Block by Block to provide ambassador and defensive cleaning services to supplement existing City services.

The LRBID is committed to the best possible maintenance of Lincoln Road before, during and after the implementation of the Master Plan. We have proposed the reallocation of the $160,000 that the City of Miami Beach currently spends on security to Block by Block. Block by Block currently operates in over 70 districts nationwide and also works for the Miami DDA and Coconut Grove BID. The primary purpose of bringing Block by Block to Lincoln Road is to enhance the visitor experience with Ambassadors that are qualified to interact with people, provide directions, report quality of life issues, etc. Additional defensive cleaning services will also be provided to supplement, not replace, existing sanitation and green space services. Our current proposal calls for presence 7 days a week with increased personnel during busier weekends.

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Lincoln RDSecurity Uniforms

AMBASSADOR

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Holiday Lighting

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Activations tentative timeline

2016 2017

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CarlosBetancourt

– TBD(Coming soon vinyl)

(Date will be determinedper Artist and

store availability)

MCB Winter Exhibition

(AfterThanksgiving

– Tentative: By November 28th)

MCBProjection

@ 434(Tentative: Starting

December 1st)

Dale Zine Workshops at

Euclid Courtyard – For kids and adults with visiting artists (Tentative: Throughout December)

Botanical Garden

(610 Lincoln, 727 Lincoln, 1630 Euclid)

– Starting 1st weekof January)

KelseyMontegue

(Jan 19th – 22nd)

ColonyTheater

– Jewish Film Festival

(Jan 12 – 26th)– Classic on a classic

DavidSinopoli

(Musicperformances)

– 2nd weekend of February

Alvaro Freegums –

LNRD Pop-Up Store

(1600 block stores, next SushiSamba) Date

pending store availability and artist fee)

Chalk Festival (3rd week of March)

Umbrellas(April 6 – 10)

TM Sisters(1st Day of Spring)

Neon Signs (Mid December

– Date is subject toArtist and Store

availability)

Conductus

(December 12)

FIU –Exhibit

LapidudStructures

(Starting January 18th)

Wolfsonian(Per Museum

and Storeavailability)

ProjectTheater

(#DateNight #OnLincoln

– All month long) (Friday or

Saturday nights and Valentine’s

Day)

FloridaGrand Opera –

Costume Exhibit 530 Store

(End of month)

BassMuseum

(All month)

David Sinopoli (Music

performances) – 2nd weekend of

March

3D Mapping-Gay Pride

(April 7-9)

Dale Zine Workshops

at Booksand Books

(Tentative)

MCBCostume

Exhibit(OnGoing)

AnnualMeeting

(November 9th)

Alexa Meade(November19th – 22nd)

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07_ TangibleResults

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MP3Over 900 page view500+ AttendeesSnapchat filter Uses 20 / Views 374

Halloween 2016Snapchat filterUses 483 / Views 25,654

Little Monsters200+ Attendees per daySnapchat filterUses 20 / Views 1,857

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Actual data Total Pickup by Source Type

1 Newspaper (96/41.4%)

2 Broadcast Media (73/31.5%)

3 News & Information Service (28/12.1%)

4 Online News Sites & Other Influencers (9/3.9%)

5 Blog-Parental Influencers (8/3.4%)

6 Other (18/7.8%)

Total Pickup by Industry

1 Media & Information (187/80.6%)

2 Financial (17/7.3%)

3 Retail & Consumer (9/3.9%)

4 Business Services (3/1.3%)

5 Entertainment (3/1.3%)

6 Other (13/5.6%)

General press release has generated229 exact matches with a total potential audience of 88,932,315.

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Actual data

InstagramSep-Nov 2016425 Followers71 Posts

FacebookSep-Nov 2016 553 Page likes

TwitterSep-Nov 2016117 Followers

Average increase 30 / week

Average increase 6.7 %

Average increase 12 %

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We are grateful for your ongoing partnership and look forward to continuing to realize the vision for Lincoln Road.

Thank you

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Thank you.