The Super Bowl is Going to be BIG but How Big for Miami Beach?

Susan Askew
Susan Askew

The Super Bowl is Going to be BIG but How Big for Miami Beach?:

Visibility, revenue, and... heavy traffic

“This is easily the largest Super Bowl ever done. Not only by Fox Sports, but anyone,” Michael Davies, Fox Sports SVP of Field Operations & Technology, told RE:MiamiBeach this week.

Okay, so how big and what does that mean for us?

 

Super Bowl LIV By the numbers
It's the record 11th Super Bowl in Miami. Read the history here.

10,000 volunteers

1,100 private aircraft expected into South Florida airports. Monday, Feb 3 will be the biggest travel day as people head out.

250,000 visitors expected on Miami Beach each day by MBPD: As a Tier One event, it will command the highest level of security with MBPD on Alpha Bravo staffing (all-hands-on-deck) for nine days starting Friday, January 24 supported by state, local, and federal agencies. 

Correction: There was confusion over the expected attendance for the Super Bowl Experience based on attendance in Atlanta. The number noted at a community meeting may have been mistated. Those numbers have been removed. (February 6, 2020)


Those numbers translate to revenue for local businesses and resort taxes for the City along with a whole lot of visibility.

Fox Sports, the network broadcasting the game, will have a large presence on Miami Beach. Davies, tells us the staff numbers “are shifting” but “It’s at least 1,400 people between South Beach and Ft. Lauderdale.” Fox has contracted for 7,480 room nights across six hotels on Miami Beach – “The Hotel”, Clinton, Palms, Confidante, The One, and Holiday Inn, he said.

Overall, Matt Kenny, Miami Beach Director of Tourism and Culture, noted, “Hotel occupancies are near full and we are hearing that room rates are equal to, if not higher, than Art Basel.”

In a memo to Commissioners, City Manager Jimmy Morales wrote that the Super Bowl Host Committee did not make a commitment on behalf of the NFL for a minimum number of rooms associated with the Super Bowl or the Super Bowl Experience, but that the Host Committee anticipates at least 17,000 room nights may be taken within the City of Miami Beach for the week.

Jonthan Plutzik, owner of The Betsy on Ocean Drive, said the month of February always has high occupancy rates in South Beach though, he notes, “Rates will be at an unusual rate by any measure because so many people want to be here. Generally speaking, an event like the Super Bowl brings fans at all economic levels but includes the ones that have a great deal of money to spend. It’s a period where professional entertainers, companies – corporations with people that want to be recognized for elevating and celebrating – all want to be present for an event like the Super Bowl."

Greater Miami Convention & Visitors Bureau President and CEO William Talbert said, “Three of the top 10 hotel RevPar days in all of Greater Miami’s history are a result of Super Bowl games from years past that still rank in present day.” RevPar is Revenue Per Available Room.

“No doubt Super Bowl LIV will deliver on a strong economic impact in our local community, but just as impactful is the priceless media coverage and global exposure this community will receive as result of the game,” Talbert added.

Plutzik echoed the branding impact. “An event like this just reminds us of the centrality of Ocean Drive to the brand of both Miami Beach and Greater Miami in a global sense. So many of the largest companies associated with the Super Bowl and individuals – and just sports fans with resources to spend – want to come and celebrate the NFL or the specific teams or just the energy that the Super Bowl creates on and around Ocean Drive.”

“Miami Beach is one of the iconic spots in the United States,” Davies said. “We figured out early on that we wanted to be in Miami Beach to not only anchor all of our weeklong programming from, but also where we wanted to start the Super Bowl on the day.”

“Fox Sports will be broadcasting for 12-14 hours a day – some days from 4:00 am – midnight, all live from Ocean Drive, with our iconic architecture in the background of all of their shots,” Kenny said. The set is the largest they’ve ever done. (Renderings below.)

Separately, Morales indicated to Commissioners the anticipated international media exposure for Miami Beach “will be well over $10,000,000.00.”

What the City is investing in anticipation of the financial and brand benefits: According to another memo from Morales, the final sponsorship agreement with the Super Bowl Host Committee (SBHC) includes:
  1. a waiver of City special event permit fees in the amount of $178,250 for SBHC events;
  2. a cash sponsorship in the amount of $400,000 in support of SBHC events which may take place in the City of Miami Beach;
  3. a City contribution for SBHC event-related city services (police, fire, sanitation) in an amount not to exceed $250,000;
  4. a waiver of MBCC facility rental fees in the amount of $857,540.80 for the “Super Bowl Experience” event at the MBCC, subject to the NFL’s agreement to provide a public benefit consisting of a Miami Beach resident discount of fifteen percent (15%), to be applied to the purchase of up to two (2) tickets for the Super Bowl Experience event;
  5. City’s match contribution in the amount of $250,000 for an artificial turf field at Miami Beach High School (along with contributions from the Miami Dolphins Foundation and the Miami-Dade County School Board).

This week, Commissioners agreed to increase the City’s contribution by nearly $60,000 to offset police staffing costs for the NFL House at Faena Forum and the NFL Friday Night Party at the Loews. The additional request for funds was made by the Host Committee “due to the economic impact and publicity that will be brought to the City as a result of the attendees of these events,” Morales wrote in the memo accompanying the Commission item.
 
Broadcast Row in Lummus Park

Fox will take up space in Lummus Park from 5th to 9th Streets with other broadcasters including the NFL Network, ESPN, and Univision located through 14th Street. Fox began their load in on January 6. Setting up on such a large footprint on the beach isn’t easy. “Building on sand always carries its challenges,” Davies said. “The City has been amazing in accommodating our requests and needs to make this a reality.”

He emphasized Fox’s commitment to leave the beach “the same or better than how we found it.” The cleanliness of the area after the Super Bowl week was one concern raised by the local volleyball community who will have to relocate while Fox is using the area. The City has dedicated a Field Supervisor to “ensure that all permit requirements are met including guidelines regarding sand sifting, generator/fuel protections, and sanitation standards/garbage removal,” according to a Letter to Commission from Morales. In the meantime, the courts at 12th Street will remain open while four temporary courts have been installed on the beachfront behind Marjory Stoneman Douglas Park between 2nd and 3rd Streets.

The Fox set is custom built to its location, according to Davies. “Once we worked with the City of Miami Beach and the Host Committee to secure the space, we went about trying to figure out an aesthetic that would not only complement but enhance the space. We wanted to stand out, but wanted to also fit in with the community and the excitement of Miami Beach. All of the staging, LED’s and fit outs are custom built to our locations.”
 
 
Participate

Everything you want to know about Super Bowl LIV can be found on the Super Bowl Host Committee website.

Super Bowl Experience, Miami Beach Convention Center: January 25 – Feb 1

Tip: Not only is the first weekend less expensive, it will be less crowded as many travelers will not have arrived yet!

Miami Beach residents get 15% off admission to the Super Bowl Experience 2020 — the NFL’s interactive theme park at the Miami Beach Convention Center. The experience includes participatory games, youth football clinics, and merchandise from NFL Shops.

Tickets must be purchased at the Convention Center Box Office, located in the Ocean Drive Ballroom at the northwest corner of Convention Center Drive. Bring proof of residency to get the discount.

Ticket Information
  • Saturday, January 25, Sunday, January 26 and Wednesday, January 29, $20 adult tickets will be discounted to $17
  • Thursday, January 30, Friday, January 31 and Saturday, February 1, $40 adult tickets will be discounted to $34.

Kids ages 12 and under are FREE on all days. Multi-day tickets are available at the box office. 

Note: It is closed Monday, January 27 and Tuesday, January 28

Lummus Park Broadcast Area from 5th through 14th Streets
Watch broadcasts and take part in the festivities in Lummus Park!
 
Getting Around

Plan ahead: Heavy congestion and limited parking will make it a challenge to get around.

Information on all Miami Beach street closures and ways to get around during the week here.

Sign up for traffic alerts by texting “MBTraffic” to 888777.

The Super Bowl is a South Florida event but here are the activities specific to Miami Beach that will impact travel:

Official Events
Super Bowl Experience, Miami Beach Convention Center: January 25 – Feb 1
There will be road closures around the Convention Center during the week.

Lummus Park Broadcast Area from 5th through 14th Streets
Ocean Drive will be closed starting Friday, January 31 to all vehicular traffic beginning at 7 am.
Ocean Drive will remain pedestrian-only until Monday, February 3 at 7 am.

NFL House at the Faena Forum, January 29 through February 2
Resulting in Street Closures around the Faena Forum.

Loews Hotel VIP Party, January 31
Expect delays in the area during the evening.

Other Events 
Including but not limited to (!!) the following:
  • Mondrian Hotel, Various Events (January 29 through February 2)
  • Fillmore Miami Beach, The Chainsmokers (January 29) and Lizzo (January 30)
  • Gronk Beach Party, 73rd Street Bandshell (January 31)
  • Delano Hotel, Lil Wayne (January 31)
  • Fontainebleau Hotel, Sports Illustrated Party with the Black Eyed Peas (February 1)
  • SLS Hotel, Rolling Stone Magazine Party (February 2)

MacArthur Causeway Note
Watson Island, Lady Gaga/Guns n Roses/Ariana Grande, Saturday, February 1: While this event is off the Beach, Greg Terp, VP of Operations for the Super Bowl Host Committee, notes, “Saturday night is going to be the tough night on the [MacArthur] Causeway.”

That said, the City expects heavy traffic on the MacArthur due to various events on Watson Island from January 30 through February 1. Residents are encouraged to use the Julia Tuttle or Venetian Causeways to enter or exit the city.

**Important parking information** 
The NFL has purchased “in excess of 2,000” parking spaces according to the City for its staff.

The parking spaces which will be used by the NFL are mostly in garages including the 17th Street garage, City Hall garage, and Pennsylvania Avenue garage. 

Fewer spaces will be used Monday and Tuesday, January 27 and 28 but they will be in full use starting Wednesday.
The Parking Department will have additional staffing to protect residential parking.

Trying to make things better…
FDOT is suspending closures for the I-395/SR836/I-95 construction project from Jan 25 through Feb 2.

The City is implementing a construction moratorium south of 41st Street for the week.

**Building Department Temporary Move**
Due to the congestion expected in the Convention Center District, the City’s Building Department will temporarily move to its North Beach Satellite Office at 962 Normandy Drive from January 27 through January 31. The same services that are available at City Hall will be available “including dropping off plans for the 24-hour walk through service and for customer questions,” according to the City. However, note, the 24-hour turnaround time for walk throughs will be 48 hours during the week due to round-trip transport time for the plans between North Beach and City Hall. All inspections and plan review services will continue as normal.
 
Super Bowl Hotline: Miami Beach has a designated Super Bowl hotline for residents with Super Bowl related questions. 

From January 25 through February 1, between the hours of 9 am and 5 pm, the number to call with questions is 305-604-CITY (2489).


Renderings: Fox Sports

 

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