Transcript File - Friends of Miami Marine Stadium

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
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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.
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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.
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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.
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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.
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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 McDill
Estimated Marketing Hours for Project FY13: 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
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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.
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Strategy 1: Create a sense of excitement in Miami for the
return of Miami Marine Stadium.
Tactic 1: Develop a call-to-action brand and “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
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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
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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
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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
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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
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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
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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
[email protected]
202-588-6361
James Schwartz, Senior Director of Editorial and Creative
Responsible for magazine, websites, design team
[email protected]
202-588-6043
Germonique Ulmer, Senior Director of Public Affairs
Responsible for media and blogger outreach
[email protected]
202-588-6475
Jason Clement, Associate Director Strategic Campaigns
Responsible for event development and online campaigns
[email protected]
202-588-6036
Virgil McDill, Associate Director of Public Affairs
Responsible for media outreach
[email protected]
202-294-9187
David Garber, Coordinator of Blog Content and Outreach
Responsible for blog engagement
[email protected]
202-588-6048
[email protected]
202-588-6474
[email protected]
202-588-6046
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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
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