HomeMy WebLinkAboutR-85-1217J- ;s 1216 0
12/19/85
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RESOLUTION NO. Sr:'" 1=7
A RESOLUTION SELECTING A PUBLIC
RELATIONS/MARKETING CONSULTANT FOR THE
SOUTHEAST OVERTOWN/PARK WEST REDEVELOPMENT
PROJECT PHASE 1; ALLOCATING A14 AAUUNT NOT TO
EXCEED $60,000 FROM FY85-86 SOUTHEAST
OVERTOWN/PARK WEST REDEVELOPMENT PROJECT
BUDGETED FUNDS TO BE COMBINED WITH THE
PREVIOUSLY ALLOCATED AMOUNT OF �u0,000 FROM
FY84-85 FUNDS FOR A COMBINED TOTAL NOT TO
EXCEED *12U,000 FOR PROFESSIONAL PUBLIC
RELATIONS/MARKETING SERVICES; AND FURTHER
DIRECTING THE CITY riANNGER TO NEGOTIATE A
CONTRACT (STIPULATING CONDITIONS AND A
DETAILED SCOPE OF SERVICES) TO HE SUBMITTED
TO CITY COMMISSION FUR APPROVAL PRIOR TO
EXECUT1014 THEREOF.
WHEREAS, the City Commission by Resolution No. 82-755
approved in principle the Southeast Overtown/Park West Community
Redevelopment Plan (Resolution No. 82-755); and
WHEREAS, private development proposals for Phase I of the
Southeast Overtown/Park West Redevelopment Project have been
reviewed and recommended to the City Commission; and
WHEREAS, these recommended private development proposals
call for a substantial amount of housing units to be created
during the next six to eight years within the project area; and
WHEREAS, the successful implementation of Phase I proposals
is dependent upon the creation of strong interest in renting and
purchasing of Phase i housing through the promotion of downtown
Miami and the project area as a desirable place to live; and
WHEREAS, the pace at which development will occur within the
Southeast Overtown/Park West Redevelopment Project Area beyond
Phase 1 is also highly dependent upon the effective promotion of
this area as a desired development location; and
WHEREAS, the City Commission authorized the City Manager to
prepare and issue a Request For Proposals for marketing and
promotional services and allocated y60,000 from FY84-85 S.E.
Overtown/Park West Redevelopment Project budgeted funds (R-85-
397); and
WHEREAS, a Consultant Selection Review Committee was
appointed by the City Manager to review all submissions
responding to the RFP; and CITY COMMISSION
MEETING OF
DEC 19 1985
RESOLU11UN i,i 857-1.21.
REMARKS.
WHEREAS, the Review Committee received presentations from
the proposers and selected the six most qualified firms to submit
specific public relations and marketing proposals; and
WHEREAS, Hank [Meyers Associates, Inc./Bob Simms Associates
received the highest score of the six firms selected to compete
in the Stage II (and final) portion of the selection process by
the members of the Review Committee and Gladys Kidd and
Associates, lnc./Nikki Beare and Associates, Inc. received the
second highest score;
NOW THEREFORE, BE 1T RESOLVED BY THE C01-114ISSION Or THE
CITY OF MIAMI, FLORIDA:
.SECTION 1. The recommendation of the City Aanager to select
Gladys Kidd and Associates, Inc./Nikki Beare and Associates, Inc.
as the Public Relations/Marketing Plan consulting firm for the
Phase I portion of Southeast Overtown/Park West Redevelopment
Project is accepted.
SECTION 2. An amount not to exceed $6U,000 is hereby
allocated from the FY85-86 Southeast Overtown/Park West
Redevelopment Project budgeted funds to be combined with the
FY84-85 allocation of $60,000 (R-85-397) for a total not to
exceed $120,000 for professional marketing/public relations
services.
SECTION 3. The City Manager and the City Attorney are
hereby authorized and directed to negotiate a contract, said
contract is to be submitted to City Commission for approval prior
to execution thereof, for an amount not to exceed $120,000 with
the aforementioned firm stipulating conditions and a detailed
scope of services.
PASSED AND ADOPTED THiS 19th DAY OF December 1985.
ATT�'rS X?� IER L.SUAREZ;MA P.
MA TY HI
CITY CLERK
PREPARED AND APPROVED BY:
, � &///Yl
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R BERT N. SECHEN
ASSISTANT CITY ATTORNEY
APPROVE TO FORM AND
LORRE 'SS BY:
LUCIA A. DOUGHY
CITY ATTORNEY
85-1217
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Commission allocate $60,000 from FY H-
Southeast Overtown/Park Westa eve opme
Project u oe a funds to be combined w
CITY OP MIAMI, FLORIDA
INTEN-OFFICE MEMORANOUM
TO Honorable Mayor and GATE: December 9, 1985 PLC
Members of the City Commission
susitcT: Set ecti on of Publ i c
Relations/Marketing
Consultant
FROM REFEREN 5
Cesar H. odio T.:E Overtown/Park West
City Manager ENCLOSU&%development Project
It is recommended that the City Commission
approve the attached resolution selecting a
consulting firm for a preparation an
City
86
e allocation' for a professional
services contract to be negotiated by the
City Manager for an amount not to exceed
$120.000.
The Southeast Overtown/Park West Redevelopment Project entails
the redevelopment of 200 acres of prime real estate adjacent to
the Miami Central Business District for residential and
commercial development. It is the largest redevelopment project
ever undertaken in the State of Florida. Guided by the Southeast
Overtown/Park West Redevelopment Plan, the general redevelopment
concept for the project area is to provided a wide range of
housing opportunities within a downtown setting, including
support uses necessary to serve the area's future population.
During the next ten to fifteen years, the entire project area
will be transformed from a neighborhood of blighted and marginal
commercial uses into an integral component of downtown Miami.
The success of the Project hinges on the ability to effectively
promote affordable downtown living, to encourage adjacent private
sector development to take place, and to improve the overall
image of downtown Miami. On April 11, 1985, the Miami City
Commission approved Resolution No. 85-31,07 authorizing the City
Manager to prepare and issue a request for proposals for
marketing and promotional services for Phase I of the Southeast
Overtown/Park West Redevelopment Project and allocating an amount
not to exceed $60,000 from FY 84-85 Southeast Overtown/Park West
Redevelopment Project funds.
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Honorable Mayor and -2- December 9, 1985
City Commission
On August 20, 1985, requests for proposals were distributed to
public relations and marketing firms to solicit their
participation in this process (see Attachment A for copy of RFP).
A major effort was made by the City to inform all minority public
relations/marketing firms that were identified in Dade County's
Minority Vendor Directory. Publication advertising was also
conducted. As a result or this undertaking, the following firms
submitted proposals by the September 13, 1985 deadline:
Jean Whipple & Associates, Inc.
Al Wolfe Associates, Inc.
Starr/Ross Corporate Communications/MEI Communications
Creative Marketing & Advertising Group
Hank Meyer Associates, Inc/Bob Simms Associates
White Lecesne PR, Inc
The Newman/Rolle/Del Pino Group
Van Vechten & Associates
CK Reich Public Relations, Inc
Ronald Levitt Associates, Inc.
The Communications Group
Video Network
Thompson Holtzman, Inc.
Robinson Weskel Communications
William Cook Advertising, Inc.
Edelman Public Relations
Gladys Kidd & Associates/ Nikki Bearre & Associates
Calandra, Zimmerman & Howard Advertising
A Selection Committee for the Public Relations/Marketing Plan
Consultant was appointed by the City Manager. The nine member
panel comprised the following persons and associations:
Kitty Roedel
Marketing Director, ODA
Virginia Godoy
Office of Public
Information
Donna Dupuy
Park West Association
Milton Vickers
Affirmative Action
Director, Dade County
Matthew Schwartz, Director
Southeast Overtown/Park West
Livingston Rolle
Overtown Advisory Board
Leonard Turkel
New World Action
Committee, GMCC
Pauline Winick
COmmunications Director
Dade County
Adrienne MacBeth
Assistant to the City
Manager
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Honorable Mayor and -3- December 9, 1985
City Commission
The Committee, chaired by Leonard Turkel, met on September '19,
1985 to review the Stage I submissions from the 18 firms. As
noted in the public advertisement and in the RFP, the selection
committee evaluated the submissions on the basis of: the
proposer's experience, the minority participation proposed, the
proposer's financial qualifications, the professional reputation
of the proposer, and the overall quality of support information
submitted. The Committee then selected the following six firms
to submit Stage II marketing/public relations campaign proposals:
William Cook Advertising
Hank Meyer Associates/Bob Simms Associates
Starr/Ross Corporate Communications/MEI Communications
Gladys Kidd & Associates/Nikki Bearre and Associates
Edelman Public Relations
The Communication Group
The Stage II campaign proposal, as described in the RFP, required
the firms to furnish the City, by November 1, 1985, with a
description of Public Relations/Marketing Plan within a proposed
budget of $120,000, that would help the City to accomplish the
following objectives:
1. Create and maintain a positive image to living in
downtown Miami, generally, and Phase I residential
developments specifically.
2. Assist in promoting for privately initiated
redevelopment of the area beyond Phase I as desired
location for development and investment.
3. Assist in carrying out a sales/rental effort for
housing units to be developed in Phase I, in
conjunction with the individual developers.
Copies of the Stage II proposals were distributed to the members
of the Selection Committee on November 4, 1985, with notice that
verbal presentations of the Stage II campaign proposal would be
scheduled for November 7, 1985, at the Hyatt Regency/Miami from
9:30 - 5:00 (Attachment B provides a meeting schedule).
Representatives from the project developers, Overtown Advisory
Board, Black Archives, and Park West Association were also
invited in an adhoc capacity.
At the beginning of the November 7, 1985 meeting and prior to the
presentations, the committee reviewed a suggested scoring sheet
presented by the Project Office, for their consideration and
comment (see Attachment C)..
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Honorable Mayor and -3- December 9, 1985
City Commission
The Committee, chaired by Leonard Turkel, met on September 19,
1985 to review the Stage I submissions from the 18 firms. As
noted in the public advertisement and in the RFP, the selection
committee evaluated the submissions on the basis of: the
proposer's experience, the minority participation proposed, the
proposer's financial qualifications, the professional reputation
of the proposer, and the overall quality of support information
submitted. The Committee then selected the following six firms
to submit Stage II marketing/public relations campaign proposals:
William Cook Advertising
Hank Meyer Associates/Bob Simms Associates
Starr/Ross Corporate Communications/MEI Communications
Gladys Kidd b Associates/Nikki Bearre and Associates
Edelman Public Relations
The Communication Group
The Stage II campaign proposal, as described in the RFP, required
the firms to furnish the City, by November 1, 1985, with a
description of Public Relations/Marketing Plan within a proposed
budget of $120,000, that would help the City to accomplish the
following objectives:
1. Create and maintain a positive image to living in
downtown Miami, generally, and Phase I residential
developments specifically.
2. Assist in promoting for privately initiated
redevelopment of the area beyond Phase I as desired
location for development and investment.
3. Assist in carrying out a sales/rental effort for
housing units to be developed in Phase I, in
conjunction with the individual developers.
Copies of the Stage II proposals were distributed to the members
of the Selection Committee on November 4, 1985, with notice that
verbal presentations of the Stage II campaign proposal would be
scheduled for November 7, 1985, at the Hyatt Regency/Miami from
9:30 - 5:00 (Attachment B provides a meeting schedule).
Representatives from the project developers, Overtown Advisory
Board, Black Archives, and Park West Association were also
invited in an adhoc capacity.
At the beginning of the November 7, 1985 meeting and prior to the
presentations, the committee reviewed a suggested scoring sheet
presented by the Project Office, for their consideration and
comment (see Attachment C).
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Honorable Mayor and -4- December g, 1985
City Commission
The members of the committee felt that the scoring sheet could
provide adequate guidance but some members cautioned against
point scoring since standardization among committee members could
prove difficult. The committee then agreed to use the scoring
sheets as a guide in selecting (and ranking) their top three
candidates.
Based on the Committee's review and evaluation, the following
points were assigned:
Hank Meyer Associates/Bob Simms Associates 14 Points
Gladys Kidd & Associates/Nikki Bearre & Associates 12 Points
Edelman Public Relations 9 Points
Starr/Ross Corporate Communications/MEI Communications 9 Points
ON William Cook Advertising 4 Points
The Communications Group 0 Points
� The Review Committee voted to forward to the City Manager the
first and second place firms. Both firms were found to have
extensive minority participation (See attachment D & E for copies
of the two proposals). There was a minority report filed
Adrienne MacBeth, a member of the Review Committee. The report
recommends the selection of Gladys Kidd & Associates/Nikki Bearre
& Associates (See Attachment F for a copy of the report).
It is requested that the City Commission authorize the City
Manager to negotiate a contract with Hank Meyer and Associates/
Bob Simms and Associates, including the stipulation of conditions
and a detailed scope of professional services. It is also
requested that the City Commission authorize the City Manager to
allocate $60,000 from FY 85-86 Southeast Overtown/Park West
Redevelopment Project budgeted funds to be combined with the
$60,000 from the FY 84-85 allocation (R-85-397) for the total
amount of the Public Relations/Marketing Plan professional
services contract not to exceed $120,000.
The importance of the public relations/marketing plan for the
Southeast Overtown/Park West Project can not be overstated. This
project is the largest redevelopment project under taken in the
State of Florida. For the project to be successful, residents
must be attracted to the area, adjacent private sector
development must take place, the overall image of downtown must
be improved. These objectives can only be realized through a
well planned and effective marketing effort. Staff review has
indicated that all of the top six firms could perform
satisfactorily, having demonstrated past experience in marketing
real estate developments. Because of the type of project, the
amount of budgeted monies, and the scope of services required, it
would not prove efficient nor is it recommended that the contract
be divided between two or more firms.
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ATTACHMENT A
REQUEST FOR PROPOSALS
PUBLIC RELATIONS/MARKETING PLAN
CITY OF MIAMI
SOUTHEAST OVERTOWN/PARK WEST
REDEVELOPMENT PROJECT
AUGUST 20, 1985
MAURICE FERRE, Mayor
JOE CAROLLO, Vice Mayor
MILLER DAWKINS, Commissioner
DEMETRIO PEREZ, Commissioner
J.L. PLUMMER, Commissioner
SERGIO PEREIRA, City Manager
Stage I proposals Due:
2:00 P.M. September 13, 1985
at tHe Lity Clerk's Office
3500 Pan American Drive, Miami, Florida 33133
Herbert J. Bailey
Assistant City Manager
Office of the City Manager
Southeast Overtown/Park West Redevelopment Project
P.O. Box 330708, Miami, Florida 33233-0708
(305) 579-3366
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REQUEST FOR PROPOSALS
PU8LIC RELATIONS/MARKETING PLAN
CITY OF MIAMI
SOUTHEAST OVERTOWN/PARK WEST
REDEVELOPMENT PROJECT
I.`_ —PUBLIC ,NOTICE
The CITY OF MIAMI hereby invites interested parties to
submit proposals for a Public Relations/Marketing Plan covering
the October 1, 1985 to September 30, 1986 period for the
Southeast Overtown/Park West Protect. All proposals shall be
submitted in accordance with the Request for Proposals document,
which may be obtained from the Southeast Overtown/Park West
Redevelopment Project Office, Suite 901, 100 Biscayne Blvd.,
Miami, FL 33132 (305) 579-3366. This document contains detailed
and specific information regarding the objectives of the City for
this project.
The Ci ty of Mi ami reserves the right to accept any proposal
deemed to be in the best interest of the City, to waive any
irregularities in any proposal or to reject any or all proposals
and to readvertise for new proposals. In making such
determinations, the City's consideration shall include, but not
be limited to: the proposer's experience, the minority
participation proposed, the proposer's financial qualifications,
the professional reputation of the proposer, and the evaluation
by the Ci ty of all information submitted in support or
explanation of the proposed Public Relations/Marketing Plan.
Stage I proposals are due no later than 2:00 P.M., September
13, 1985, and will only be received by the City Clerk's Office,
3500 Pan American Drive, Miami, Florida, 33133.
Sergio Pereira
City Manager
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It. PROJECT DESCRIPTION
The )outheast Over tow n/Park West Redevelopment Project
entails the redevelopment of 200 acres of prime real estate
adjacent to the Miami Central Business District (CBD) for new
residential and commercial activity. The general redevelopment
concept for the project area i s di rected toward the provi sion of
a wide range of housing opportunities within a downtown setting,
including support uses necessary to serve the area's future
population. During the next ten to fifteen years, this area will
be transformed from a neighborhood of blighted and marginal
residential and commercial land uses into an integral component
of downtown Ii ami.
The Southeast Over town/ Park West Project Area has been
designated a community redevelopment
area by Dade County under
the provisions of Florida Statutes
chapter 163. The
redevelopment plan has been approved
by the Commissions of both
the City of Miami and Dade County,
and certain redevelopment
N
authority has been granted to the
City of Miami for project
implementation.
a
As Miami has rapidly become an international center for
finance and trade, the downtown area
has experienced new growth
and vitality. Projections call for
a doubling of the employee
population by the end of the century from 72,000 employees to
155,000 employees, primarily due to a
continued strong expansion
of the office market.
The new downtown that is' emerging will be a balanced
community with retail, office, cultural, recreational, and
residential activities. The Southeast Overtown/Park West Project
area will provide the resource for residential development within
1 the downtown core area, an essential ingredient for the
establishment of a viable downtown which moves beyond the 9-to-5
i rou ti ne.
The project has been undertaken
with the objective of
eliminating the housing "gap" that
exists for moderate -and
middle -income families in the downtown
area. While the majority
of the downtown work force is comprised of moderate -and middle -
income wage earners, the only housing
that currently exists is
for the high income earners. The Southeast Overtown/Park West
Project calls for the construction
of quality housing, at
affordable prices and financing terms
for this segment of the
housi ng narket.
The redevelopment project will allow these targeted families
to enjoy the advantages of being in close proximity of their
place of employment, and also to many
of the best shopping and
restaurant areas in the City, while
enjoying some of the
amenities of suburban living. Some of
these families will also
be able to purchase a home for the
first time through the
project's special financing programs.
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By the ,end of this century the project area is envisioned to
have the capability of supporting over 9,000 new residential
units, and over 1,000,000 sq.ft. of commercial development. The
area will have an estimated population of 22,000 people according
to a recently completed market analysis by the nationally
renowned firm of Hammer, Siler, George Associates.
The City of Miami has established the Southeast
Overtown/Park West Project Office under the City Manager to
coordinate the development of this crucial project.
The project, particularly the initial phase, will be
coordinated and built in such a manner as to create sufficient
critical mass to change perceptions about the project area and to
support the significant public investment program required.
There are certain activities occurring within and directly
adjacent to the project which further reinforce its development
potential, including:
-- the ongoing expansion of the Downtown Government Center
which will have an employee population of over 15,000
when completed;
-- the construction of the Overtown Transit Station within
the project area, which will be one of only three
serving the Down town/arickell area;
-- the construction of the Downtown Component of Metrorail
(Metromover) which will link major portions of the
project area directly to the rest of the downtown core;
-- the continued expansion of the Port of Miami, which
ranks as the worid's largest cruise port, serving in
excess of 2,000,000 passengers annually;
-- the scheduled and proposed redevelopment of the adjacent
bayfront park system which provides a regional amenity;
-- the proposed construction of the Sayside Speciality
Center at Miamarina, to be developed by the Rouse
Company, which will generate over 6,000,000 visitors
annually; and
-- the proposed expansion of the Omni -Midtown commercial
and residential area located directly to the north and
Nagler Street core area located directly to the south.
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A A
Government participation during Phase I of this project is
concentrated on public investment surrounding the Overtown
Metrorai1 Station and along the planned 7th Street Pedestrian
'4alkways. A nine -block Transit Station Impact Area has been
identified. This area was selected due to its strategic location
adjacent to the Overtown Metrorail Station and the Downtown
Government Center. Redevelopment within this area is maximizing
benefits to both the Park West and Overtown portions of the
project area, and leverage previous capital improvement
expenditures plus committed public funds (Urban Initiatives
Project), with new private investment. Government is taking a
major role in facilitating private redevelopment of the area and
promoting the concept of downtown living.
The development for Phase I is geared to families with
annual incomes ranging from $15,000 to $50,000. A mixture of
homeownership and rental housing is being constructed to attract
an expanding downtown employee population. Al 1 of the
redevelopment activity in this area, in conjunction with the
ti
subsidized financing will make the Phase I Project Area
development the best housing value in Dade County!
An independent survey done by Behavioral Science Research,
(Coral Gables, Florida) indicated that 33% of the five hundred
downtown employees questioned (and whose household earnings
exceed $15,000 per year) were likely or very likely to move into
a downtown residential community, provided that their requested
features were included ( i e, security, washer and dryer in unit,
etc.) .
Funding for Phase I redevelopment, with the construction
scheduled to commence during 1986, is provided through a number
of sources including a grant from the Urban Mass Transit
Administration, City of Miami General Obligation Housing and
Highway Improvement Bonds, and an anticipated loan from the
federal government through the HUD Section .108 Loan Program.
Other programs being used for construction financing and end
loans include: Mortgage Revenue Bond Funds, Housing Revenue
Funds, Urban Development Action Grant (under review), and second
mortgages through Dade County Homeownership Assistance Program.
Four private development entities have committed to undertake the
above Phase I development program. These four developers were
selected by the City of Miami through an extensive proposal
review process, which included an independent evaluation of the
financial feasibility of each proposal, and the financial
capability of each developer.
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III. SCOPE OF WORK (STAGE II OF PROPOSAL)
The City of Miami, through the Southeast Overtown/Park West
Redevelopment office, will solicit written proposals from those
responsible and qualified service providers, selected as the
result of Stage I of the proposal, to furnish the City with
Public Relations/Marketing services in its efforts to accomplish
the following objectives:
1). Create and maintain a positive image to living in
downtown Miami, generally, and in Phase I
residential developments, specifically.
2). Assist in promoting for privately initiated
redevelopment of the area beyond Phase I as desired
i� location for development and investment.
3). Assist in carrying out a sales/rental effort for
housing units to be developed in Phase I, in
conjunction with the individual developers.
Emphasis should be on results, i.e., articles should appear
in major publications, major newspapers, on radio and on
t television to tell the Southeast Overtown/Park West "story" on a
continuing basis; promotional events should draw the targeted
audiences; and, advertisements should provide leads on interested
i parties.
The scope of services should address, but not be limited to,
the following items:
A. Promotional literature to include:
a four-color, "upbeat" promotional and informational
brochure about downtown living, and the Southeast
Overtown/Park West Project in particular. This
brochure must have a "pocket," so that other
informational materials can be inserted depending on
the audience to be reached (residents, bankers,
developers, etc.)
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B. Advertising messages and mediums to be used.
C. Proposed topics for press releases and query letters.
D. Project name and logo to be used during the campaign.
E. Presentation materials needed to address the targeted
audiences.
Promotions/events to attract people to the project area.
Note: The development office already publishes a two color
quarterly newsletter, maintains information sheets
that are used for Press Kit information, and has
developed an informational/ professionally produced,
(4) color slide presentation.
IV. —_CONTRACT —BUDGET_& —TERMS,
The total approved budget for this Marketing/Public
Relations program is currently $60,000 for the time period of
October 1, 1985 to September 30, 1986. It is anticipated that an
additional $60,000 will be allocated to the project after October
1, 1985. Hence, the projected total budget is anticipated to be
$120,000. The service provider, in the proposal, should orient
the approach, -4 plan, and applica ; .." , resourras in such
a manner as to produce the best possible results •"..iiin the units
of the budget. Payment shall be made only upon submission by the
service provider of sufficient proof of satisfactory completion
of the services.
Y. SELECTION OF PUBLIC RELATIONS/MARKETING FIRM
A Public Relations/Marketing Firm will be selected from
among those firms responding to this Request For Proposals.
All proposals received will be reviewed by a Public
Rel ati ons/Marketi ng P1 an Sel ecti on Committee, whose members wi 1 1
be appointed by the City Manager of the City of Miami.
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Based upon the information received during the proposal's
Stage I, certain firms will be selected to participate in Stage
II of the proposal process. Those firms that are selected to
participate in Stage 11 will be rated on, among other criteria:
credentials, previous experience with similar projects, and
minority involvement.
Once :he selected firms submit the proposals for Stage II,
The Committee will screen each proposal for conformance with the
proposal submission requirements contained in this Request for
Proposals, and will then interview selected firms. The Committee
will submit the results of the proposal evaluation process to the
Miami City Manager.
YI PROPOSAL SUBMISSION
Stage I proposals submitted in response to this invitation
must include the following information and should be organized as
follows:
j 1. Background information on the respondent, including such
information as:
a) whether or not the firm should be categorized as an agency
with minority ownership (51% or more of the equity is held
by minorities); if not, then provide previous
i subcontracting experience with minority firms in Bade
County (provide minority firm(s) name and contact,
�. telephone number, and contract dollars awarded during 1983
and 1984); also provide number and percentage of staff
composed of blacks and hispanics;
s b) the address of the principal office, the address of all
offices in the State of Florida, and the -address of the
q office which would be handling this account;
c) the individuals who would be assigned to the account, their
_ experience, and their responsibilities if the firm is
selected;
d) the total dollar billings of your office, and of the entire
agency (if applicable) for 1983, 1984, and estimated 1985;
e) the firm's experience in developing and implementing
campaigns for similar projects (also provide the name,
title, address, and telephone number of the contact person
in the client organization);
f) provide a portfolio of examples of your present and past
work relevant to the account's needs, and demonstrating the
high quality of your concepts and production.
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This Stage I proposal submission on background information is
to be delivered by 2:00 P.M. on September 13, 1985, as
described in Section VII.
Based on the September 13 submissions, a selected review
committee will determine which professional organizations
should submit a Marketing/Public Relations campaign proposal
as explained below. Those firms invited to submit a
Marketing/Public Relations campaign proposal will be notified
by Friday September 20, 1985. An additional three weeks will
be allowed, to those invited firms, to submit their
Marketing/Public Relations campaign proposal (more precise
details will be provided at the time of the invitation on/or
before September 20, 1985). The Marketing/Public Relations
campaign proposal should include:
1. Given the organization's understanding of the objectives to be
achieved and working budget, provide a strategy overview that
describes the type of campaign the organization proposes to
}" undertake to meet the objectives outlined in this bid
solicitation. Detail each of the components of this strategy
that your organization believes must be pursued if this
campaign is to have maximum effectiveness. Provide a
tentative timetable that describes what and how your
organization proposes to accomplish in the first six months of
the contract, the second six months of the contract, and in
the event of a contract renewal, the third and fourth six
month periods.
2. Given the organization's understanding of the objectives to be
achieved, how would the organization measure the effectiveness
of the proposed campaign? What indicators would the
organization use? What does the organization realistically
expect these indicators might demonstrate after 6 months? 12
months? 2 years?
i
3. Based on the budgetary constraint, the submitted proposal must
include a breakdown of the allocation of the funds (i.e., your
organization's professional fees, media advertising, creative
M and printing costs, promotions, etc.).
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i�
VII PROPOSAL SUBMISSION INSTRUCTIONS
1. Stage I Proposals must be limited to no more than 15
pages.
An original and ten (10) copies of the proposal should be
delivered no later than 2:00 P.M. on September 13, 1985, to:
Ralph G. Ongi e, City Clerk
City of Miami,, City Hall
3500 Pan American Drive
Miami, Florida 33133
2. The City of Miami reserves the right to waive any
irregularities in the proposal submission process and reserves
the right to reject all proposals. The City also reserves the
right to further negotiate fees, tasks, and schedules subsequent
to selection of the underwriters.
3. Questions concerning this Request for Proposals should
be directed to:
Matthew Schwartz
Director
City of Miami
Southeast Overtown/Park West
Redevelopment Project
100 Biscayne Blvd., Suite 901
Miami, FL 33132
(305) 579-3366
4. For those invited firms only, submission instructions
for Stage II proposals will be given at the time of notification.
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ATTACHMENT B
t
f
CONSULTANT SELECTION REVIEW COMMITTEE
FOR PUBLIC RELATIONS/MARKETING PLAN
THURSDAY, NOVEMBER 79 1985
ORDER OF PRESENTATIONS
9:00 - 9:30 Review of Consultant Selection Procedures
9:30 - 10:30 Gladys Kidd & Associates/Nikki Beare & Associates
1035 N.E. 125 Street, Suite 202
_
North Miami, Florida 33161
contact: Gladys Kidd, President
(305) 573-2049
10:30 -11:30 Starr/Ross Corporate Communications, Inc.
2727 Ponce de Leon Blvd.
Coral Gables, Florida 33134
contact: Robert C. Ross, Partner
(305) 446-3300
11:30 -12:30 The Communications Group
2100 Coral Way, Suite 501
Miami, Florida 33145
contact: David C. Whitney, Vice -President
(305) 854-6175
12:30 - 1:30 Lunch
! 1:30 - 2:30 Hank Meyer Associates/Bob Simms Associates
2990 Biscayne Blvd.
Miami, Florida 33137
contact: Ramon Casas, Vice President
(305) 576-5700
2:30 - 3:30 Daniel J. Edelman, Inc.
444 Brickell Avenue, Suite 400
Miami, Florida 33131
contact: Patricia A. Thorp, Vice President
(305) 358-2342
330 - 4:30 William Cook Advertising
1401 Brickell Avenue, Suite 602
Miami, Florida 33131
contact: Antonio Ruiz, Planning & Development Dir.
(305) 381-8700
4:30 - 5:00 Committee Evaluations and Tabulations
SE-1216
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ATTACHMENT C
SOUTHEAST OVERTOWN/PARK WEST REDEVELOPMENT
PROJECT
PUBLIC RELATIONS/MARKETING PLAN
REQUEST FOR PROPOSAL
STAGE II
CRITERIA MAXIMUM POINTS SCORE
1) MINORITY INVOLVEMENT 20
- Ownership
- Joint Venture
- Staff Assigned
2) EXPERIENCE OF FIRM 20
- Local Market
- Advertising
- Public Relations
- Marketing Publications
- Real Estate Development
- Total -Dollar Billings
- Years Established
3) EXPERIENCE OF STAFF ASSIGNED 15
I-
- Local Market
- Previous Experience In
Similar Type Projects
- Years Of Experience
4) COMPLIANCE WITH RFP
- Budget
- Strategy Overview
- Tentative Timetable
- Measurements of Effectiveness
5) QUALITY OF PRESENTATION AND
15
PUKIrULIU buuMItILD 30
- Quality Of Concepts & Production
- Attention To Potential Market
- Originality of Approach
- Artwork Submission
Maximum Score
100
8��121�
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ATTACHMENT D
(Received 14 Points from Committee)
CITY OF MIAMI
SOUTHEAST OVERTOWN/PARR WEST
REDEVELOPMENT PROJECT
STAGE II PROPOSAL
A Joint Venture of
Hank Meyer Associates, Inc. and
Bob Simms Associates, Inc.
November 1, 1985
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CONTENTS
1. INTRODUCTION -- RATIONALE ............................1
2. THE SELLING OF DOWNTOWN MIAMI ........................4
r
t 3. CRITICAL ISSUES.....................................17
1
4. ACTION PLAN.........................................24
{ 5. POINCIANA VILLAGE GROUNDBREAKING .........6..........27
6. BUDGET..............................................30
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1. INTRODUCTION -- RATIONALE
3
The Southeast Overtown/Park West Redevelopment Project is
among the most important programs ever undertaken in Miami.
It represents one of the largest financial commitments
ever made to South Florida -- some $100 million in public funds
and more than $1 billion in private money over a 15 year period.
But the significance of Southeast Overtown/Park West is far
more than a financial matter. Overtown is a community of rich
social history. Today's redevelopment plans offer an opportunity
to restore a proud cultural heritage and to build the foundation
for a future of sound economic growth.
The course of development of this 200-acre property will
touch virtually every person who lives and works in Dade County.
This is an effort to restore health and vitality to the heart of
our city. Our success or failure in this endeavor will affect
Miami for generations to come.
The quality of life in South Florida -- our ability to enjoy
our homes and Miami's beautiful natural environment, to earn a
S"
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AIL
good living, to raise our children, to attract friends and
strangers to visit us -- ultimately, all of these things are
influenced by the strength and well-being of our central city.
Throughout Miami's history, the downtown area has been the
s center of our economic and social activity. If we as a community
are to thrive in the future, we must bring energy, effort and
hope back to downtown Miami.
t
That is why Hank Meyer Associates and Bob Simms Associates
�N want to participate in the development and marketing of Southeast
Overtown/Park West.
We are professionals whose business involves promoting pro-
ducts, services and ideas. More important, we are a group of
people who have lived and worked in Miami for many years, who
love this city and care intensely about its future. We want to
help make that future stronger, brighter and more successful.
This document is an outline of how we would approach the
promotion and marketing of Southeast Overtown/Park West. We
see ourselves in two primary roles:
• externally, as promoters, publicists, sales-
men and advocates for this new community
development;
• internally, as counselors, investigators,
analysts and participants in the planning
process.
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We emphasize strongly that we seek a participatory role in this
project. Southeast Overtown/Park West has many challenges,
obstacles and difficulties to overcome. We will neither ignore
them nor cover them, but we will help identify them and work to
r' develop reasonable, practical solutions.
4 We want to bring to this effort not only our talent at
i
publicity and promotion, but also our creative ability to solve
r problems.
k
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2. THE SELLING OF DOWNTOWN MIAMI
There are one hundred and one good things about downtown
Miami:
i
4
The Grand Prix
Southeast Financial Center
Burdines
Lunchtime Lively Arts
Freedom Tower
Gesu Church
Miamarina
Alfred I. du Pont Building
Simpson Park
Starlight Ceiling at Gusman Hall
The Book Fair
Orange Bowl Parade
East Coast Fisheries
Museum Tower Fence
Miami -Dade Community College
Casta'Xeda Fashions
Floridita
Center for the Fine Arts
St. Patrick's Day Parade
Purvis -Young paintings
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Frances Wolfson Gallery
Miss Universe Pageant
MetroMover
The Pavillon Grill
Channel 4
Cuban Coffee
Downtown Athletic Club
Agam Sulpture at the Hyatt
Katz Western Wear
Miami River Revival Festival
Granny Feelgood's
Center Stage Concerts
Main Branch Public Library
Tobacco Road
Metrorail Bridge Neon Art
New World Center Action Committee
Seybold Building Jewelry Center
Cye's Rivergate
The Miami Herald
Dr. Jane Theede
All -Night Animal Clinic
UM Basketball
Dade Heritage Trust
Los Montaneros
1800 Club
-5-
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U
14
Captain Harry's
Roland Your Hatter
Dance Umbrella
Courthouse Building
National Foundation for
Advancement in the Arts
Gusman Ticket Kiosk
Sally Russell's
Miami Yacht Club
Arquitectonica Buildings
Le Camembert
St. Jude Catholic Church
Southeast Bank Art Collection
Japanese Garden
98,000 Jobs
Miami Riverwalk
Downtown Development Authority
Bicentennial Park Bougainvillea
Le Brasserie de Paris
Miami Today
Overtown Advisory Board
Cafeteria Rene y Manolo
Equitable Tower
Agam-Painted Villa Regina
WLRN
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Captain Harry's
Roland Your Hatter
Dance Umbrella
Courthouse Building
3
a
National Foundation for
3
Advancement in the Arts
Gusman Ticket Kiosk
3
i
Sally Russell's
Miami Yacht Club
a
Arquitectonica Buildings
Le Camembert
St. Jude Catholic Church
S
Southeast Bank Art Collection
Japanese Garden
98,000 Jobs
Miami Riverwalk
Downtown Development Authority
Bicentennial Park Bougainvillea
Le Brasserie de Paris
Miami Today
Overtown Advisory Board
Cafeteria Rene y Manolo
Equitable Tower
—
Agam-Painted Villa Regina
'µ-
WLRN
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Top 0' the Columbus
The Bankers Club
Villa Deli
P.A.C.E.
Omni Carousel
Park West Association
La Taza de Oro
Chalk's Seaplane Service
Central Post Office
Metro -Dade Administration Building
Historical Association of Southern Florida
Freebie Product Samples on Flagler Street
World Federation Wrestling
Plaza Five Health Club
Hojo's Hot Fudge Sundaes
Picasso in Miami
Temple Israel
Helicopter Rides
Urban Walls Mural Program
Fire Station No. 4
S&S Restaurant
Weekly Cruise Ship Parades
Dr. Jackson's Office and Surgery
The Box Office at Omni
— 7 —
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The View from the Southeast Bank Penthouse
Sidewalk Hot Dog Vendors
Bayfront Park
South of Broadway
Paella 85
Miami Film Festival
Salvation Army Citadel
t
Baynanza
Riverparc Town Crier
Downtown Miami Business Association
, The Spindle by Henry Moore
First Presbyterian Church
7
Fiesta by the Bay
i
Brickell Emporium
Brickell Point Holiday Inn
The -Great Horse, sculpture by Duchamp-Villon
�.
Persuading people to
live in the Southeast Overtown/Park West
community will be largely
a matter of showing them the advantages
and benefits of the area,
while overcoming some equally strong
negatives. Dealing with the
negatives is a separate part of the
Meyer/Simms program; it is
discussed in the next section of this
`
outline.
The 101 good things about
downtown Miami are critical to
—
the marketing of Southeast
Overtown/Park West for two reasons:
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First, the primary selling point will be the convenience
and excitement of downtown, not the actual residential units.
Second, while the project marketing budget is relatively
small, it can be leveraged manyfold by connecting Southeast
Overtown/Park West marketing efforts to other downtown promo-
tional efforts.
For example, the Lowenbrau Grand Prix of Miami is a multi-
million dollar annual event which brings several hundred thousand
people to downtown Miami and which generates abundant international
press coverage. Instead of creating brand new, expensive events
for Southeast Overtown/Park West, we should net•.,;ork our marketing
efforts into existing programs and promotional budgets.
Miami offers us many opportunities to do this. In addition
to the Grand Prix, there are the book fair, the Orange Bowl Parade,
the Hispanic Heritage Festival, the Sunstreet Festival and others.
Soon, Bayside will be added to the list.
How, exactly, would this "networking" take effect? Here are
three examples:
Grand Prix
• Use cleared Southeast Overtown/Park West blocks
as parking lots for race spectators, lining the
area with posters or displays previewing the
new community.
• Distribute project literature to race spectators.
-9-
I
Offer a prize -drawing giveaway to get people
to fill out name/address cards, thus building
a mailing list of people who attend downtown
.
events.
Install a race hospitality area with large -
screen video and refreshments, encouraging
people to linger on the site.
•
Advertise in race programs and literature.
•
Sponsor pre- or post -race parties on site.
•
Publicize the race in project newsletters
and other promotional literature.
r
t
Book Fair
•
Sponsor a booth with displays and literature
about the new community. Include a tram
service shuttling back and forth between the
MDCC fair site and the development site.
•
Offer a prize drawing to get more prospect
names and addresses.
t
1
•
Distribute (perhaps sell) a "101 Good Things
About Downtown" poster to fair guests. Hang
it all over the fair site.
•
Sponsor a "101 Good Things" exhibit at
Miami -Dade; arrange for the exhibit to tour
the county, promoting downtown.
•
Encourage The Miami Herald or other suitable
publication to publish a "101 Good Things"
special section.
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Sunstreet Festival
• Participate in the festival with sidewalk
} displays, social events, program adver-
tisements, etc.
• Distribute project literature at festival
events.
IkI
• Create festival -related promotions on the
development site, featuring festival
celebrities, mini -performances, decorations.
• Sponsor a hospitality area at the festival
where guests can learn about development
plans and progress.
• Distribute the "101 Good Things" poster.
These ideas are only examples meant to demonstrate how a
marketing program could be built around existing, successful
events. Other types of tie-in programs could be created in
conjunction with:
• Major downtown employers
• Downtown clubs and organizations
• Downtown churches and synagogues
• Entertainment and performing arts facilities
• Educational institutions
• Cultural facilities and organizations
• Downtown restaurants
• Major retailers
• Other city and county departments
• Sports and recreational activities
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0
Here are two further examples of a more generic nature:
Holiday Shopping Season
• Join with Burdines and other downtown retailers
to sponsor a shop -downtown campaign, with spe-
cial discounts, promotions and entertainment.
• Decorate the Southeast Overtown/Park West site
with spectacular holiday lighting. Hold evening
light tours and caroling parties to bring people
to the site after dark.
• Tie in with the Metrorail to bring holiday shop-
`'' pens downtown by rail -- with special incentives
to exit at the Overtown station.
• Offer incentives such as discounts at downtown
stores to people who visit the project site
during the holiday season.
• Hold pre -holiday shoppers' parties, with unusual
entertainment, decorations and incentives.
Lunchtime Lively Arts, P.A.C.E. and Other _Cultural Programs
• Tie in with Central Baptist Church or Gusman
Center -in promoting their concert series --
through pre- or post -concert parties, joint
publicity efforts and distribution of project
literature to concert patrons.
y • Bring nationally -known street artist "Sidewalk
Sam" to decorate the site, entertain passersby
and generate publicity.
• Sponsor a sidewalk art show in connection with
Miami-Dade Community College or local schools.
r, • Hold weekend or lunchtime jazz concerts on the
project site, raising money for P.A.C.E. by
renting picnic blankets and selling box lunches.
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a Offer free display space to local artists for
temporary or permanent exhibits.
e Bring Coconut Grove Playhouse performers and
other visiting artists to the site for auto-
graph signings, photo sessions and impromptu
performances.
Using the "101 Good Things" list as a constant resource,
Southeast Overtown/Park West can be effectively marketed as the
place to live at the center of Miami's action.
This is the essence of our marketing plan: selling not
simply housing units but an entire lifestyle -- the excitement,
convenience, diversity and stimulation which can be found only at
the urban core.
Based on this fundamental concept, the rest of the marketing
program would evolve as a series of promotional vehicles all
designed to carry the message to those people most likely to
respond by moving downtown or by influencing others to do so.
To be more specific, those vehicles would include the
following:
(a) Publicity. A steady stream of news, feature
and photo releases about Southeast Overtown/Park
West, plans and development progress, activities,
innovations, project milestones and human interest
r stories.
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Stories would be developed around news angles --
groundbreakings, investor activities, sales/
leasing programs - - and around broader, more
colorful feature topics -- downtown after hours,
ethnic restaurants, arts and street culture. In
addition, the project itself offers a variety of
issues to report and write about -- the national
trend back toward urban living, for instance, or
the rebirth of downtown houses of worship.
(b) Press kit. A revised and expanded version of
the existing package, with information updated
throughout the life of the project.
7 This is a constantly evolving tool, an information
package which changes frequently with the progress
of the community and according to the individual
needs of recipients.
(c) Displays and presentation materials. Portable,
multi -function displays about the project for use
at events, in media briefing sessions, in connec-
tion with a speakers bureau and in direct sales
situations.
We suggest a modular display unit which can be
dismantled and rearranged as the event requires,
and which can be updated inexpensively.
_ (d) Brochure and other collateral materials. A
substantial brochure, to be used in direct selling
situations (with investors, financial institu-
tions, developers, residents); and one or more
inexpensive pieces to use in mass distribution (at
special events, as direct mail, etc.)
(e) Advertising. A limited program of print
advertising to inform South Florida and selected
outside audiences about plans and progress of the
project; plus occasional advertisements designed
to connect Southeast Overtown/Park West with major
downtown events and activities.
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Stories would be developed around news angles --
groundbreakings, investor activities, sales/
leasing programs -- and around broader, more
colorful feature topics -- downtown after hours,
ethnic restaurants, arts and street culture. In
addition, the project itself offers a variety of
issues to report and write about -- the national
trend back toward urban living, for instance, or
the rebirth of downtown houses of worship.
(b) Press kit. A revised and expanded version of
the existing package, with information updated
throughout the life of the project.
This is a constantly evolving tool, an information
package which changes frequently with the progress
of the community and according to the individual
needs of recipients.
(c) Displays and presentation materials. Portable,
multi -function displays about the project for use
at events, in media briefing sessions, in connec-
tion with a speakers bureau and in direct sales
situations.
We suggest a modular display unit which can be
dismantled and rearranged as the event requires,
and which can be updated inexpensively.
(d) Brochure and other collateral materials. A
substantial brochure, to be used in direct selling
situations (with investors, financial institu-
tions, developers, residents); and one or more
inexpensive pieces to use in mass distribution (at
i
special events, as direct mail, etc.)
'
(e) Advertising. A limited program of print
advertising to inform South Florida and selected
outside audiences about plans and progress of the
project; plus occasional advertisements designed
to connect Southeast Overtown/Park West with major
downtown events and activities.
F
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In addition, we recommend the organization of a
cooperative advertising program, funded not only
by the City of Miami, but also by individual
project developers and perhaps major downtown
businesses, to communicate a larger, unified
sales message about the project. This is another
example of trying to leverage the project's limited
budget through cooperative joint marketing efforts.
(f) Direct mail. An informational series of
communications with key tri-ethnic audiences --
community leaders, prospective residents,
developers/investors, etc.-- using inexpensive
brochures and the project newsletter.
This is a technique to keep the Southeast Overtown/
Park West message before the public eye, particularly
during periods between major news developments.
(g) Speakers Bureau. A continuing program of
personal presentations to influential organiza-
tions and prospective resident groups -- chamber
of commerce groups, church and community groups,
professional organizations, major employers,
special interest clubs, etc.
i We propose to design a comprehensive speakers
j bureau campaign -- identifying relevant subjects,
writing 'speeches, preparing handout materials,
training speakers and, eventually, placing them in
x suitable tri-ethnic forums on a continuing basis.
(h) Special events. Occasional events created by
Southeast Overtown/Park West, in connection with
special milestones or development activities, such
as groundbreakings. As noted above, however, the
main marketing thrust will be to use major events
sponsored by existing institutions.
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Before we can embark on any of these activities, however,
a number of sensitive issues need to be addressed. Indeed,
without answering some critical questions, we believe that even
the largest, most vigorous marketing effort will fail. Some of
our questions and concerns are raised in the following section.
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3. CRITICAL ISSUES
We believe that Southeast Overtown/Park West -- as it
exists today and especially as it is perceived today -- is not
a marketable product.
The City of Miami is making good progress to change what
exists. In large part, it will be the responsibility of the
marketing team to change what is perceived.
The two -- fact and perception -- are inextricably con-
nected. It is unrealistic to believe that perceptions, except
i
the most fleeting, can be based on anything but fact and reality.
j
The reality of the matter is that the Southeast Overtown/Park
j
West environment presents serious problems. Say the word
s
Overtown to most people who know Miami, and the word -
association response you get is: riots. Downtown Miami, and
4
especially downtown at night, brings perceptions of crime,
danger, triple -locked doors and abandoned streets.
We believe these perceptions can change, but only when the
facts and realities begin to change. We believe the area's
problems can be solved -- in fact, must be solved if the
central city is to survive. But until the solutions have been
identified and implemented, at least in part, trying to market
the Southeast Overtown/Park West community through false per-
ceptions will be a futile and self-defeating exercise.
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Credibility is crucial. We can say downtown Miami is an
exciting place to live, because it is. But we cannot say down-
town is a safe place or an attractive place until the prospec-
tive resident can see and believe that those things are true.
Southeast Overtown/Park West is a long term project, and
we readily acknowledge that early residents will be pioneers,
willing to take some risks in anticipation of future benefits.
But even the most pioneering people -- and particularly young,
impatient people -- will require some degree of satisfaction
and security in the earJ.v years.
The Meyer/Simms Group proposes to work directly with the
City of Miami in identifying critical problem areas and creating
reasonable, functional solutions. In some cases, we believe the
solutions already exist within the city, and the task will be
} one of communicating more effectively among city departments
and to the community at large. But in some cases, we think
' problems have not been addressed adequately -- questions and
issues which must be resolved before a major public marketing
program can begin.
Otherwise, the project's credibility will be damaged. If
we try to foist imaginary conditions or ideas upon our market,
it will be years.before we regain public confidence and are
able to sell effectively.
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Where, specifically, do we see problems, and how do we
propose to deal with them?
We have identified five areas of concern, though we think
the research we propose may well uncover others.
(1) Safety and security. Southeast Overtown/Park West
and at night all of downtown Miami are perceived as very
dangerous places. While statistics may show that more
crime occurs elsewhere, people feel especially vulnerable
h downtown. Within the past decade, riots did occur in
Overtown. Within the past year, expressway crime did
proliferate near the deveI ... ._.. tr .
(2) Access. One attraction of the project is its loca-
tion and convenience. But, at least for the present,
getting to Southeast Overtown/Park West means going
through some of the ugliest, most dangerous, most
congested parts of downtown. One benefit of living
downtown should be the ability to walk to work, shops,
restaurants and entertainment. But, at least for now,
many Overtown residents are likely to avoid walking
anywhere.
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(3) Appearance. The Southeast Overtown/Park West
environment is ugly. Unlike most new community develop-
ments which spring up from the middle of large open
spaces, this new community is emerging from an area of
decay and blight. As the development progresses, the
blighted area will shrink and disappear, but right now
it is a major concern.
!'
(4) Lack of Neighborhood. This is a problem of both
fact and perception. Southeast Overtown/Park West lacks
'1
the physical elements which would make it work as a
E�
neighborhood -- supermarkets and convenience shopping, for
instance. A functioning neighborhood needs basic ameni-
ties: grocery stores, gas stations, hardware stores, dry
cleaners. These are the places which help create a sense
of neighborhood, places where people walk, talk, congregate
and feel part of a community.
(5) Ethnic Attitudes. We understand that the city's goal
for Southeast Overtown/Park West is a balanced blend of
black, white and Hispanic people. But mixed neighborhoods
in South Florida are the exception, not the rule. We are
a community of strong racial and cultural feelings; preju-
dice and discrimination are fairly common. These are
problems which can't be ignored in marketing the project.
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We cannot mandate buyer quotas. The city's research
survey asked if people would buy a condominium with a
washer -dryer, but it did not ask if people would buy a
condominium with a family of a different race living next
door. In a city where ethnic and racial tensions are a
fact of life, we think these questions need to be addressed.
Before embarking on a major public marketing campaign, the
Meyer/Simms Group proposes to conduct in-depth communications
research into these and other issues. This research could take
several months, but we feel it is essential to a successful
marketing effort.
We intend to work with the Ovcrtown Advisory Board, the
Park West Association and other downtown groups sensitive to the
perceptions and needs of the community. We plan to interview a
wide range of•city and county department heads -- from police and
fire, to waste collection, planning and zoning, street lighting,
off-street parking, human resources, economic development, parks
and recreation, and others.
This program will be designed to:
9 identify and understand the critical problems of
fact and perception,
• seek solutions which may exist already within
the framework of city and county organizations,
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01
im
a communicate those solutions within the city and
county and to the outside community,
• offer ideas to help create new approaches and
solutions where they do not yet exist.
initially, our points of contact and areas of research
will include the following:
Institution Focus
City of Miami
Planning, Zoning, Planning priorities, lot
Public Works clearing, building demolition,
parks, street lighting, etc.
Community Development
Police
Economic Development,
Human Resources
City Manager
Metro Dade County
Overtown projections
Public safety, crime control
and prevention, security of
ingress/egress
Community business programs,
job development
Overall project priorities,
interrelationship with other
city programs and activities
a1
Greater Miami Chamber
of Commerce
Business Assistance Center
Economic development and
promotion
Job development
Miami Dade Community College, Educational needs and
University of Miami, program planning
St. Thomas University,
Florida International University
In addition, we propose working with a number of other down-
town and community organizations to develop a comprehensive
program designed to help satisfy Southeast Overtown/Park West's
social, economic and aesthetic needs. Some of these groups
include: the Downtown Merchants Association, Jackson Memorial
Hospital and others in the health-care community, the Brickell
area business association, State of Florida offices, Network Inc.
and downtown associations of attorneys, accountants and other
professionals. Our program of contacts will involve key black
and Latin business and professional organizations in particular.
We see this effort largely as an internal communications
campaign, addressed to city and county employees and key com-
munity groups. Using their combined talents and resources, the
critical issues can be faced, the problems solved and realities
changed.
Only then will we be in a position to start changing per-
ceptions and to begin the public marketing program.
-23-
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I
4. ACTION PLAN
The initial parts of the research process outlined above will
require about 60 to 90 days. Beyond that, the timetable will
depend largely on what we find. Obviously, we can not com-
municate solutions to major problems until those solutions are in
place.
We anticipate that we will find many answers to our questions
and many solutions to problems within existing city departments
and institutions. If this is so, we should be able to begin an
internal communications program as early as the third month of
our program.
Certainly, every brick and every tree need not be in place
before we start publicizing them. But, at least in the important
matters, a complete plan does need to be in place. And the
bricks and trees do need to start appearing fairly soon after
they're announced.
We understand that it will not be possible to delay all
marketing activity until after the investigation of critical
issues. Time pressures and the nature of the development
process will require us to engage in active marketing fairly
early in 1886. While the research and analysis are under way,
we also can begin some of the behind -the -scenes marketing
efforts.
-24-
Sv-JL218
84S -1217
i
However, we do wish to emphasize the importance of the
research and analysis function. Southeast Overtown/Park West
is too important a project to handle superficially without
taking into account the larger social and cultural issues.
We also point out that we would expect our role as
investigators and problem -solvers not to end after the third
or fourth month of the contract. As noted at the outset, we
propose to continue in this advisory function throughout the
r
course of our relationship with the city.
Based on these considerations, here is a tentative tim--table:
-25-
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8w -121'7 L
p
4
6
1 13 11, lb 17 9 1 J 3
X
x
x
X
X,
x
t
X A
X
x
x x
..... .... .
,it', :ltur i il board- jml
xt---vs.
x
't, .l." llow '-f news, phuto,
x
x
x
x x
x x x x x x x x X X
ILAribution :t
4,,1.,t•A itvt;s kit.
I'ational pl-.
A 1 A
I iy imiterials for use
x x
x
i v tit 1 .:v t3 ->m; bureau; write
-i: •..c tui t and train
s, ijentily audiences.
x
x
x
tit it; ')ureau i,re)rram,
x
x x
lu p collateral
I u lifir
x
x
x x
—Ot v
x x
I'l .11 i-Vt L L 1L.Int', ilm,gr.m. IU,tt;UL.
x X
Liunch a4v,,rt"ing c-milmil-ji.
x
.'it iii-:,-t will program to media,
x x x
2/tib
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X
A-
occur, on a
continuing L,-Asis-
Fv�.Livll
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5
6
7 8
9 lu 11 12 13 114 V, I U 1 j 211 -'3
SEE- 12 17
5. POINCIANA VILLAGE GROUNDBREAKING
3
4
• An important development milestone will take place in
February, 1986, when Indian River Investments, II, Ltd., begins
construction of Poinciana Village, Southeast Overtown/Park West's
first new residential units.
4
Located near the southwest corner of the community, this
f
complex will include 152 units, about half of which will be low-
.
f rise townhouses, with the balance in a 10-story tower. Prices
will range from about $48,000 to just under $80,000, according to
•� Indian River partner Ted Weitzel.
Poinciana Village is planned as a two-year project, with the
first residents moving in as early as August, 1986. Townhouse
phases will be built first.
A very important part of marketing these first homes will be
the financial considerations. The city -subsidized land lease
program will let Indian River (and other developers) offer units
for sale at prices substantially lower than prices of comparable
units in the suburbs. In addition, the Dade County documentary
surtax program will subsidize owner financing, providing buyers
` with more affordable mortgage interest rates.
-27-
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14
The Meyer/Simms Group recommends a two-part promotional
program in connection with the Poinciana Village groundbreaking:
(a) A simple, dignified groundbreaking ceremony
to mark the historic significance of the event.
(b) A marketing promotion, created in cooperation
with Indian River Investments, to draw attention to E
the attractive financial opportunity. This should
be a hard -selling special event or promotion design-
ed to highlight the "good deal" at Poinciana Village. r•
There may seem to be a paradox here. Why, after outlining
a lengthy program based on the benefits of downtown Miami in
general, are we recommending that Poinciana Village be promoted
as a single entity? Why are we not recommending a dramatic
groundbreaking extravaganza to signal the first shovel in the
ground?
The reason, we hope, is clear: the Southeast Overtown/
Park West community is not ready. Beginning to build the first
new homes is an historic occasion which should not be ignored,
a
but too many unresolved questions and concerns lead us to recom-
mend that this event be a simple one.
On the other hand, Indian River Investments is anxious to
begin selling homes. By appealing most directly to the immediate
concerns of these first buyers, we believe we can help this
developer and the project as a whole get off to a good start.
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gam, 121E
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r01
There certainly will be many opportunities for dramatic
events -- perhaps as early as the arrival of the first families
in 1986, or the completion of the entire Poinciana Village pro-
ject, or the start of construction of the Decoma Venture sports
and exhibition center. These decisions will need to be made at
a later time.
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8��-121.7
6. BUDGET
The request for proposals for public relations and marketing
'E
i
services specifies a one-year budget of $120,000. This amount is
inadequate for the scope of services outlined by the city.
The Meyer/Simms Group submits the following cost breakdown,
designed to comply with the requirements and limitations of the
city's budget. In general, we have accomplished this by quoting
rock -bottom prices for every item -- which may severely limit
quality and creativity -- and by delaying some needed promotional
r
tools until the second year.
Y
We respectfully recommend that Southeast Overtown/Park West
project management reconsider the $120,000 budget allocation and
seek additional funding.
9
11
l
ATTACHMENT E
(Re, *ed 12 Points from Committee)
CITY OF' 1VIIAMi
PUBLIC. 1ZELAT'IONS/MARKETING PLAN
FOR
SOUTHEAST OVERTOWN/PARK WEST
REDEVELOPMENT PROJECT
STAGE 2 PROPOSAL
A JOINT VENTURE;
GLADYS KIDD ANC ASSOCIATES, INC.
NIKKI BEARS ,aND ASSOCIATES, INC.
NOVEMBER 1, 1985
SS-1217
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a
e
Th 6
TABLE OF CONTENTS
PAGES
I:JTRODUCT IO?I
1
2
OBJECTIVES
3
7
RATIONALE FOR JOINT VENTURE
8
- 10
RATIONALE FOR DIRECTION OF PROGRAM
11
- 17
STRATEGIES
18
- 19
MARKETING PLAN
20
- 25
ADVERTISING
26
27
PUBLIC RELATIONS
28
- 33
SPECIAL EVENTS
34
- 36
MEASURABILITY
37
- 38
CAPABILITIES
39
48
TIMETABLE/FLOW CHART
49
BUDGET
FIRST SIX MONTHS
50
- 51
SECOND SIX MONTHS
52
- 53
SECOND YEAR
54
ADDENDUM
c
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8�-121'7
t
INTRODUCTION
!
The program to bring new life to the Southeast Overtown
Park West area, a historic district in Miami's inner city,
is a challenge that can only succeed with the total ccm-
3
x
mitment of the entire community.
John Naisbitt, Author of Megatrends, states that "Bv
1990, Miami will be one of the world's great cities!"
We believe that and want to be a part of the team that
re:•italizes downtown Miami.
1
We seek to charge the fortune of a deteriorated neichbor-
r
hood by improving the area's image with current and
`
1
potential residents, and expanding this positive focus
upon the downtown area as well.
s
There has been extensive pre-program research Tait:. the
targeted audience which includes current residents and
property owners, the downtown Miami working community,
prospective buyers, developers and investors.
Reverend William Barnes, pastor of the First United
Methodist Church, one of downtown's oldest churches,
says, "The downtown area has been bereft of a main
sector for many years. In the late 1800's, when our
church was built, this was a vibrant residential
ccmrmunity. Now we find ourselves in the heart of the
F �
_
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�S-1217
a
business district. The new Overtown/Park West Communitv
should revive the whole downtown area," he said.
Certainly there were negative perceptions due to the
riots of the early 19801s. The targeted group, the
younger middle and lower middle class, indicated that
some of them would consider buying or renting a home
in the area, but many of them and others in the community
still question the city planners' projections for
property appreciation.
The city and county officials have developed a maser
plan for redevelopment of the neighborhood.
"We must preserve our historical identity as this area
grows as it is an integral part of the fibre of downtown
Miami," states Dorothy Fields, Founder and Chief Archivist
for the Black Archives, History and Research Foundation of
South Florida.
We respect the desires of the Black community and will
position the marketing program to include this heritage.
8cri- -1216
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OBJECTIVES
The grcwth and development of downtown .Miami, including the
Southeast Overtown Park West project in the years ahead will
depend largely on changing the overall image of the area and
enticing people to re -discover downtown Miami as a place to
live, play, learn, work and shop.
The primary objective is to provide an aggressi•,e marketing
public relations program that will raise public awareness
of the project and its downtown location in the cit•.
i
Tarcet audiences include downtown businesses and their
employees/families, potential employees, the financial
investment community, civic and community leaders, the media
and residents in downtown .Miami/Brickell Avenue/northeast/
northwest areas.
The following are the objectives of the KIDD/BEARS public
relations and marketing program:
1) . CHANGE PUBLIC PERCEPTION ABOUT DOtnTNTONN VI?MI
a. Hcusina
People traditionally look at downtown
Miami as a place to work, shop, and
occasionally take in some kind of
entertainment. But they seldom think
about downtown as a place to live. T
Condos along Brickell Avenue are very
expensive and so downtown living has
been regarded in most instances as out
of the reach of many people. Even the
new units at Plaza Venetia and other
developments such as Hamilton on the
Bay Condominiums at 35th Street and
Biscayne Boulevard often carry a very
•
x
high price tag.
i
Now the Southeast Overtown Park West
4
v
Project will introduce for the first time,
affordable housing in the downtown area.
The story must be told so that people
who desire to live downtown can now know
!
that they can afford to live in the
_
Overtown/Park West community.
b. Crime
Statistics show that the downtown area
is approximately as safe as the suburb -an
community. The problem is the perception
of crime since certain areas with high
concentration of an ethnic community tend
to have a higher incidence of specific
crimes. There is a stronger concentration
of police in the downtown area during the
special events and it builds the confidence
-sn - 4 -
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s
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9
E
of the public.
C. Amenities
Even though Downtown Miami has several
new amenities and many others that are
planned, there are still many people who
are not aware of what is happening down-
town, much less some of the other preects
that are planned for the area. All of
these projects have been publicized
extensively; however, we feel that there
is a :;eed to package all of these a7en itles
through one cohesive effort in selling
downtown.
We feel that by addressing the three areas
above, we can change the public's perception
of downtown, while simultaneously introducing
the redevelopment project.
2). CREATE AWARENESS FOR THE PROJECT
This can be done by informing people about the
project pointing out its positive features such
as:
• convenience to businesses downtown
• affordability
- 5 -
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8S '-121'7
3
4
. recreational and entertainment amenities
d
• Metrorail and People Mover, transporta-
tion
• Bayside Specialty Center and :Marina
In addition, the project must be positioned as a
"hub" of on -going activities and excitement
generated for a broad variety of personal
interests so that the Project becomes synon_ncus
with exciting, urban activities and sophisticated
leisure living, in a conter.porary at,mos~here.
3). GENERATE POSITIVE ENTHUSIASM ABOUT THE PROJECT
This can be done by involving business leaders,
members of many Chambers of Commerce, De:•rntown
Development Authority and city and county officials.
Media reporters must be kept informed in order to
stimulate positive publicity.
4) .
GENERATE LOCAL, NATIONAL AND INTERNATIONAL COVERAGE
ABOUT DOWNTOWN MI;LMI AND THE PROJECT IN PARTICULAR
Our publicity campaign will include business,
lifestyle, architectural, real estate, tourism
and ethnic publications.
COORDINATE PUBLIC RELATIONS/:LARKETING EFFORTS OF
THE DEVELOPERS OF THE PROJECT
We will coordinate an overall campaign by working
S%S -12N
8� _1217
with the five developers to ensure that their
r,
own marketing campaigns are consistent with
the total program and in order to receive
a
maximum coverage.
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RATIONALE FOR JOINT VENTURE OF GLADYS KIDD
& ASSOCIATES, INC., AND NIKKI BEARE & ASSOCIATES, INC.
The main rationale for the joint venture is to bring
together an experienced team. :4e also felt that the
team should be representative of the tri-ethnic mi:: of
our community, because we strongly feel that the project
needs an ethnic balance in order to be successful. A
rofessicnal public relations Firm can do the jcb. A
cormitted professional public relations team can achieve
the goal.
We submit the following points for your ccnsideration
in selecting the public relations/marketing fir:.i to
handle the project.
1) GLADYS KIDD & ASSOCIATES, INC. is a 100% black-
-owned public relations and marketing firm. The
firm is legally registered with the State of Florida,
Dade County and the City of North Miami.
MINORITY PARTICIPATION
The following is a percentage breakdown of the venture:
Gladys Kidd & Associates 100% black and female owned
Joint Venture 55%
Nikki Beare & Associates 100% female owner?
Joint Venture 200
5��-1216
Frank Cobo (hispanic) Subcontractor 20%
Walky Cortes Subcontractor 5%
Please note that the KIDD/BEARE joint venture is
the only proposer that has an 80% female representa-
tion. All three women have been actively involved
in the marketing of downtown Miami as well as the
Greater Miami area and the State of Florida, and
we have contributed to many community projects.
Frank J. Cobo, 100% hispanic -owned realty firmm,
brings a long history of involvement in the city and
adds real estate expertise.
3 ) EXPERIENCE OF MEMBERS OF JOINT VE'NTCRE
The members of the joint venture have over 30 years
cumulative experience in the field of public relations
and marketing. They have handled a number of presti-
gious accounts, including clients in the real estate
development field, at the local, national and inter-
national level. The combined talent of the team will
be valuable in carrying out a timely, professional
effort that will generate the needed results to make
the project a success.
- 9 -
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8"r -121'7
a
4) PRINCIPALS OF JOINT VENTURE WILL BE SOLELY
RESPONSIBLE FOR THE ACCOUNT
5)
The principals involved in the joint venture will
have total supervision and responsibility for the
account. Both Gladys Kidd and Nikki Beare are
professionals who feel that the project requires
people who are experienced on similar public
relations/marketing campaigns, who understand the
sensitivities of the project, and who also have
worked on the marketing of downtown :Miami and its
amenities, understand the many facets of the
community's needs.
BILINGUALISM
Gladys Kidd, Frank Cobo and Walkyria Cortes, are
all fluent in both English and Spanish. In addition,
several staff people are bilingual. This will be
very valuable in the development of our campaign,
which will also reach hispanic audiences.
21r
8"'121'7
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.D
FATIONALE FOR DIRECTION OF PROGR-LIA
IT'S A MATTER OF IMAGE
"It's a ;tatter of Image," is the public perception
of what the entity, product or service represents.
Public perception is the attitude, or the feeling,
the public holds for or against a given project.
It does not necessarily reflect the truth, but
rather what the public believes is the truth.
It is incumbent, therefore, for the public relations/
marketing agency, to help shape the public's percepticn
into an environment of positive thinking. This in turn
leads directly to positive action by creating a strong,
"buying mode."
Therefore, the multi -level public relations program
profiled here is a disciplined course of action
balancing the logic of living in Overtown/Park West
with the emotional values derived from a community
of prestige and bearing.
8a-1216
S� -121'7
The world is a merry-go-round with its occupants all
reaching for the "brass ring." Some make it, some don't.
Social scientists categorize the general public into a
series of strata. Members of each stratum have their own
basic needs, aspirations, desires and demographic data.
Peoale are constant?- striving to be identified with and
reach the next rung in the ladder, not really satisfied
wit;: c.ieir present position, but rather grasping for
"the brass ring" as represented by the next upper strata.
Scutheast Overtown Park West project will ;cake it
possible for a greater segment of our community to enjoy
a taste of the good life by offering affordable housing
close to the downtown business district.
TAPPING THE MARKET
Attracting customers to the project means targeting the
right group. We feel that the target audience will be
made up primarily of young to middle age adults who will
include among others:
• computer operators
• nurses
• middle managers
• managers of business establishments
• teachers
• police personnel
firefighters
• county and city employees, etc. a
- 12 -
StS-12l6
cam, -12 7
According to U.S. News & World Report (Sept. 16, 1985
issue) this group is labeled as the "NEI9 COLLAR"
workers. (see appendix) Their demographic profile
includes people 21-40 years old, with incomes between
$15,000 and $30,000 a year. Though they are nct
affluent or powerful, this group has an enormous appeal
to marketers and advertisers, according to th.e article.
In essence, the NEW COLLAR workers represent the middle
class of the baby boom generation, and they are important
to us because they represent a large segment of our
community.
According to FORTUNE Magazine, post World War II baby -
boomers will become the biggest spending social group
by the 1990's. Now in their thirties and early forties,
many have delayed having children, remain career -oriented
and have little time to mow the lawn or take garbage to
curbside. Both husband and wife are strong-willed
personalities, and are sophisticated when it comes to
personal finance. With upward mobility and careers.in
mind, there is little time for keeping the grounds,
worrying about the plumbing and electricity or wondering
when and how to put the pool in a backyard.
- 13 -
J
Strategically, their present residence has drawbacks
and they find their commute into town a drain psy-
chologically and economically. They are drained when
they get downtown, and further worn out by the time they
return home at night.
THE THRUST
The marketing approach should be an appeal to the
pocketbook as well as the psyche. In addition, the fine
amenities of the project such as security, swirming
pool, views of the spectacular Biscayne Bay should be
pointed out as well as the recreational and cultural
advantages within walking distance of the project.
The thrust of our program will contain basic consumer
appeals expressed through public relations and adver-
tising messages, special events, feature stories,
graphics and other promotional projects. The message
of our campaign must be targeted to the "New Collar"
workers. Carefully contoured, these appeals will
reflect the hopes, needs and the fulfillment of dreams
for the targeted group.
- 14 -
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85"121'7
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15
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2. 39 Years Old
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over S30,000/year
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S"5.000 • S30.000;yecr � .. �.
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17
10— NO
0 STRATEGIES
The strategies for achieving the objectives are
as follows:
A. Identify targeted publics -
B. Develop the message
C. Implement the program to communicate the
message
D. Evaluate results
E. Make needed adjustments
Specific elements of the program will include:
1. Devise publicity aimed at targeted public
2. Identify key media
3. Prepare press information kits
4. Arrange personal guided press tour
5. Produce feature articles to give a positive
identity to downtown Miami and the project
6. Communicate regularly to prospects through
newsletter
7. Work with developers to ensure their campaigns
are consistent with overall program
8�-1216
8��'121'7
8.
Enter the Village in design and building
award programs
9.
Expand Community Advisory Board to include
representation for new residents
10.
Monitor resident attitudes and needs
11.
Generate trade publication support
12.
Build Speaker'.s Bureau and arrange for
speaking engagements
13.
Arrange special tours of Information Canter
for associations that have majority of
members and targeted market.
14.
Coordinate "Passport to Progress" campaign
15.
Coordinate Special Events
16.
Develop data base of prospects
sr.121f
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s
THE MARKETING PLAN
In formulating the program strategy, we must consider
the positive aspects of the neighborhood: Affordability
of housing, access to transportation, proximity to down-
town, historical value, good investment opportunities and
a compatible cross section of incomes, education, ages and
races.
Attention must be focused upon the area's future and give
a high profile to those leading the way. These leaders
must be positioned as progressive, cooperative members oAf
a volunteer -business -government team.
CORE ACTIVITIES
1) INSTITUTING A MARKETING/PUBLIC RELATIONS PROGRAM
Insuring its continuity by involving the
- developers, the lending institutions, the
downtown business community and residents
is a first step that will build a pattern
of positive articles, features and develop
a watershed of strong support _from _the
community.
2) NAME IDENTIFICATION
Generating an identifiable effort that will
focus upon the area begins with name identifi-
cation. A series of selected names for the
project must be winnowed down to one and it is
our recommendation that there be a name change.
- 20 -
4 71.J� 1217
Suggested names include:
• THE VILLAGES OF BAYSIDE AT OVERTCWN
• OVERTOWN BAYSIDE VILLAGE
• CENTRUM CITY
• CENTRUM PLAZA
• PARK WEST PLAZA
• OVERTO;VN PARK
• PARK WEST
The concept of the word "Villages" connotes a
series of growing communities within the over-
all project, which will have a variety of
ethnic restauranL:J, bA'.,— ri.:y malls, artists'
lofts and nightlife entertainment. The word
Villages is also easily translatable to
Spanish "Villas". The word "Bayside" will be
_
derived from the Bayside Specialty Center which
will aid in the location factor as a downtown
project. The Bayside Specialty Center, when
completed, will serve as a magnet for drawing
people downtown.
�i
Centr= City and Centrum Plaza are derived
from the name of the proposed sports facility
that will be constructed as a part of the
project.
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3) PASSPORT TO PROGRESS
By working with the downtown business leader-
ship, a Passport to Progress Campaign can be
created, with the individual businesses in the
downtown Miami area participating as Program
Partners. The Passport to Progress Book would
offer discount opportunities. When people make
purchases at the shops and restaurants downtown,
they would get their Passport stamped and vali-
dated on each page. People who get the entire
passport stamped on every page would be eligible
to enter a drawing for a trip to Europe, the
Caribbean, or a cruise. If they pick up their
passport at one of the participating shops,
they will be eligible for a bonus gift. The
individuals must appear in person at partici-
pating stores, or at the Overtown Park ,vest
Information Center to pick up their Passport
to Progress during the special event period,
a 45-day campaign.
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The Passport to Progress campaign would
i
receive positive media response. Through
r
cooperation of the broadcast media,
thousands of dollars of free air time
can be generated. Special events tied
to the campaign, can attract thousands
of people to the area, and a tangible
mailing list of potential purchasers and
renters will be identified through their
visit to the information center.
4 ) LOGO
Once the name has been selected after
approval from all appropriate authorities,
a logo must be designed. The logo design
will be in keeping with the overall concept.
i
i
5) BROCHURE
We will design a 4-color brochure and
produce it with a pocket to include updated
information about the overall project.
This will be used as a basic informational
tool.
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6. NEON SIGNAGE
A contemporary art form can be very identifiable.
We recommend a state of the art animated neon
sculpture atop a tall pillar to bring the image
of the project to life while providing a clear F.
emphasis on the developments' physical location.
Not to be in the initial 6 month budget, this
art form, should and could be separately funded
by the local art/business community. Expected
costs - $30,000 including artists -fees and
materials.
The official lighting of the Sculpture can be
kicked off simultaneously with the Passport to
Progress Campaign, to successfully raise
awareness and the image of the village. This
can be held in conjunction with the 90th anni-
versary of the City of Miami next summer.
7. DIRECT MAIL
Develoo a special potential purchaser mailing
list. Send them a basic sales/information kit
which will help prospects understand the com-
plicated application process and maintain a
high level profile for community support.
24
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8) INFORMATION KIT
Although this will be designed for media, it will
have a dual purpose in that it can be used for an
information kit to be given to potential developers,
investors and area, supporters. It will include a
fact sheet, photograph of key areas and individuals,
and where necessary, the brochure, clippings and
other pertinent data.
5
9) NEWSLETTER —
We will assist in the continued re aration
P P
of the "Progress" newsletter.
i
10) MISCELLANEOUS
Our promotional effort will also lend itself to
use on items such as buttons, T-shirts, bumper
stickers, shop windows and doors, postage indicia,
s,
et cetera.
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aADVERTISING
Public Service Announcements and Advertisements
Very few dollars are budgeted to advertising for the Overtown/
Park West Project. In order to get the most out of the
advertising dollars available, we recommend that it be used
to develop a public service format with the identifying
logo design and a positive theme. This design can then be
made into slats or veloxes and disseminated to the major
employers in the County to use in their employee newsletters.
This strategy was effively used during the 1982 ASTA World
Congress held in :Miami, with the slogan, "ABTA, we're glad
you're here." We requested it be used during the month
prior to.the event and had a lot of support from the
employers.
i
A secondary benefit was the use of educational editorial
3
t
material that was also included and helped people in Greater
i
Miami understand what the 6,000 Travel Agents meant econcmically
to the area.
This strategy could also be utilized as a marketing tool
for the Overtown/Park West project.
- 26 -
-4JO 0
ADVERTISING
Public Service Announcements and Advertisements
Very few dollars are budgeted to advertising for the Overtown/
Park West Project. In order to get the most out of the
advertising dollars available, we recommend that it be used
to develop a public service format with the identifying
logo design and a positive theme. This design can then be
made into scats or veloxes and disseminated to the -ajor
employers in the County to use in their employee newsletters.
This strategy was effively used during the 1982 ASTA World
Congress held in Miami, with the slogan, "ASTA, we're glad
you're here." We requested it be used during the month
3 - prior to,the event and had a lot of support from the
employers.
A secondary benefit was the use of educational editorial
material that was also included and helped people in Greater
Miami understand what the 6,000 Travel Agents meant econcmically
to the area.
This strategy could also be utilized as a marketing tool
for the Overtown/Park West project.
- 26 -
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9
In addition - radio and television Public Service
Announcements can be prepared at little or no cost
to the project.
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11
PUBLIC RELATIONS
Most observers who look at downtown Miami see a renaissance
with a large renovation process underway. Compared to other
American cities, the downtown area is not .just being
revitalized. An entirely new city is being built, trans-
forming the area into a metropolis with a New York style
skyline. We are creating one of the great cities of the
world. Currently downtown is thriving and vital during the
working hours, as tourist, shoppers and workers fill the
streets. However, in spite of all the efforts that have
been made to pump life into downtown at night, the area
still lacks the genuine excitement and vitality of other
major metropolitan cities.
The missing element in the core of downtown Miami is afford-
able residential housing which will bring people back to the
heart of the city. This is a very important element in to
transformation of downtown, because people represent the
lifeblood and the heartbeat of a community.
The Southeast Overtown Park West project is a major factor
in the revitalization of downtown Miami. The challenge
the project faces is to create an urban setting identi-y
for people who want to live close to their place of work a::u
The project presents a variety of public relations opportun-
ities. The message is the revitalization of downtown Miami
creating a "new town in town" for people who see themselves
as cosmopolitan in tastes, interests and ambitions, and who
do not want to settle for what they feel are the provincial
lifestyles of suburbanites.
During the first year of the contract, the main public
relations thrust will be to change the public's perception
about downtown Miami. We feel that education plays a very
important role in this process. This will be accomplished b,,,
an orchestrated public relations effort that will provide
information about the changes that the area is undergoing.
The program will highlight the projects in the downtown area
that have been completed or revitalized over the past three
years, and those that will be completed in the next five to
ten years, including the Southeast Overtown Park West project.
This is a very important element in the marketing of the
Southeast Overtown Park West project. It is imperative to
market the area as a growing, vibrant community because for
the project to succeed it must have the total support of the
public. If the public does not see downtown as being impor-
tant to their lives, it is going to be very difficult to
generate the broad base support necessary for the success of
the project. The public must be made aware and shown the
,9 benefits of downtown revival.
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` While we are telling the story about downtown Miami, we
will also proceed to introduce the project to the public
under its new name. Since the project will not be completed
for several years, it will be essential to begin building
name awareness, while providing as much information as
possible about the location of the project, the developers,
the affordable prices of the housing units, the amenities,
the security element of the new community, etc.
i
` Our public relations program will contain the following
elements:
I. '•MDIA RELATIONS
This includes working with the local, national, and
international media, including television networks,
i
radio stations, wire services and top business
! publications. We also will work with real estate
and other trade and ethnic publications.
The following are article ideas about the project:
a) Financial stories
Funding mix of project
Special financing programs for business/consumers,
UDAG grant - its purpose and end use, economic
imput and its benefits to the city and county.
b) Features
People who decide to buy
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People who decide to rent
Shopping Mall - restaurants
9
Historical village of Overtown
Builders and Developers profiles
c) General News
Overall story on project
Business/Community support of project
Availability of Brochure on project
Name Change
Ground Breaking Ceremonies
Article on Stadium and its progress
Affordable Prices of rentals and condos
Blight turns to light - revitalization of downtown
Preserving the Heart of Miami
Convenience of Living Downtown
Developers on -going construction progress
Relocation process of former Overtown residents
W. M. Sawyer (black resident and property owner of
Overtown) purchases unit in new development - wants
to keep roots in Overtown.
Miami gearing up for 100th Anniversary with a
new downtown.
Special events promotions.
- 31 -
•
II. IN-HOUSE/OTHER PUBLICATIONS
Another element of our public relations plan will
involve working with all in-house publications of
major employers downtown, as well as Chambers of
Ccmmerce, civic groups, and major associations to make
sure that information about the project is covered in
their publications..
III. SPEAKERS BUREAU
A speakers bureau will be established to provide
a
presentations to Chambers of Commerce, major
employers in the downtown area, civic groups, :major
associations, real estate boards, etc. to get the
word out about the project.
IV. SPECIAL EVENTS
A number of special events will be planned during
the ground breaking year to create awareness and
excitement for the project.
i
V. COMMUNITY RELATIONS
The community relations program will highlight the
historical value of the community and the preserva-
tion of several historical buildings within the
finished project. These buildings include the Lyric
Theatre, the Cola -Nip Building, the D. A. Dorsey House,
and the A.M.E. Mt. Zion Church. We will also work
- 32 -
Sw�121�
7
with Dorothy Fields of The Blach Archives History
and Research Foundation who will be creating a
historical village in the Ninth Street Mall which
will serve as a community and tourist attraction.
Another element of our community relations plans
will be to emphasize the development of public
areas, recreational opportunities, improved
quality of life and renewed economic vigor tc the
neighborhood.
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9
SPECIAL EVENTS
In order to provide excitement and interest in the project,
a number of special events (3-5) will be planned to reach
the target audience and to generate positive publicity for
the project. These events will also aid the name recogni-
tion and location factors of the project.
The following are suggested special events that can be held
during the year:
1) GROUND BREAKING CEREMONIES - As each developer kicks
off it's own project, the Public Relations/Marketing
for the Overtown/Park West project must coordinate,
assist in generating publicity and assure a thread of
consistency.
2) CAJUN FOOD FESTIVAL - We propose a Cajun -Style festi-
val featuring celebrity chefs specializing in Cajun
dishes. This event could be held possibly at Bicen-
tennial Park with bus tours of the location of the
project.
3) JAZZ UNDER THE STARS - A Jazz Festival is always a
treat and this outdoor event will attract many Jazz
lovers. By working with the various radio stations,
a very special kind of evening can be developed that
will be an annual event.
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4) CITY OF MIAMI 90TH BIRTHDAY CELEBP.ATION
On July 28, 1986, the City of Miami will be 90 years
old. The Black Archives will be spearheading a drive
to locate the families of the pioneers who signed the
original charter leading up to the 100th Celebration.
We propose to take advantage of this occasion by doing
a special events that will enable us to share historical
background about the area, tell the story about the
changing face of the downtown area and the role that the
redevelopment project will take in changing the area.
5) TRIATHALON - VITA AMERICA
By initiating special activities beginning at the
Overtown/Park West area and tied into other major
sports activities, there will be a major focus upon
the Overtown/Park West Community.
f, 6) FOLK DAYS
The Historical Association of South Florida is planning
an event that will identify special areas and ethnic
groups. We can tie into the event to broaden its scope
and bring out the historical perspective of Overtown.
a - 35 -
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f
7) ART IN THE PARK
A special weekend that can focus on the ethnic artists
and their art. We could work with the developers to
help create an attractive Construction "fence" for the
Project by having local artists paint murals highlighting
downtown scenes (similar to the Fred Alpert murals in the
corridor leading to the Convention Center.) This could
help market the area, by reinforcing the project's name
and location and generate publicity.
i
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MEASURABILITY
Given our understanding of the objectives to be achieved,
we propose to measure the effectiveness of our campaign
as follows:
1) NX4E RECOGNITION
We propose to do a survey y�. the end of
the first six and twelve months in order to
measure the name recognition/location
factor of the project.
2) SPECIAL EVENTS
The turnout of press and community
participation at the scheduled special
events will determine the success of
these projects.
3) BROCHURE DISTRIBUTION
Requests for brochures and distribution
of same is a measurable goal.
4) SPEAKERS BUREAU
A list will be supplied of the number of
presentations made during the year.
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8�-121'7
5) PUBLICITY
The publicity efforts can be measured in
two ways. First will be the number of press
people attending press conferences, ground
breaking ceremonies and special events during
the year. Secondly, results can be measured
based on total news coverage generated. This
result is measurable in dollars by counting
the actual printed inches and broadcast time
that promotional efforts produce, then calcu-
lating the cost of buying an ad that size or
a commercial that long. (Free press carries
more weight than paid -for ads because of the
implied third party endorsement).
SECOND YEAR PROPOSED PROGRAM
At the end of the first year of this contract
we will conduct a survey to determine the name
recognition and location factors of the program.
We will also analyze leads and prospects, After
careful analysis, we will proceed to prepare a
program for the following year that will help
strengthen the weaknesses of the first year program.
See proposed budget for second year program on Page
r:.
54.
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MEER
i
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CAPABILITIES
i
PROFESSIONAL EXPERIENCE
GLADYS KIDD, President of GLADYS KIDD & ASSOCIATES, INC.
is a seasoned public relations and marketing professional with Vic
over 20 years of experience. She began her career with
Rubenstein, Wolfson & Company in *New York, a corporate and
financial firm. Her experience at RW&CO included servicing a
nt=ber of Fortune 500 companies, as well as major corporate
and financial institutions such as Southeast Banking Corporation;
Church & Dwight, manufacturer of Arm & Hammer products; AVK Corpo-
ration, manufacturer of computer chips and Morgan Stanley & Co.,
an investment banking firm.
Her role in representing these accounts was to build
positive images which in turn strengthened the public's per-
ceptions about these companies and ultimately resulted in
increased public and private investments.
Subsequently she was with Southeast Banking Corporation
in charge of internal communications and the Metro -Dade Decartment
of Tourism where she supervised the "Special & Cultural Events
Trust" ($1 million annually.) She also served as a marketing
representative and was involved in all facets of marketing the a
Dade County area.
Gladys Kidd & Associates, Inc. was established in 1983 and
has specialized in corporate, trade associations, special events
10 and travel/hospitality public relations. She has performed
services for:
39 _
8��-1216
8"1217
14
i
Private Industry Council of South Florida
Better Business Bureau of South Florida
Miami Dade Trade & Tourism Commission
Miss Collegiate Black A--aerican Pageant
Artigras Festival 17
Kings Bay Resort Yacht & Country Club
Ms. Kidd is a member of various processional organi-
zat' ons, including the Public IRelat4 ons Sccie ty o_ :L—er=ca an-4
t::e 1965 Greater Miami Host Committee. She is a board r,.erber o_
the Dade County Council of arts & Sciences as well as Chairperscn
t
of the Neighborhood arts Panel, Presently she is a co-chair
of the United 'Tay Communications Committee. She was active on
the publicity committee of the 1984 miss Universe, 1985 .".iss
Teen U.S.A. and COT?.L 1985.
She,is a graduate of Pan American Institute, Panama and
also attended Queensboro College and t::e New York inst-tute o
Finance. Ms. Kidd is bilingual, her second language being
-
}
i
Spanish.
a
yr
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a
NIKKI BEARE, APR is President of NIKKI BEARE & ASSOCIATES,
INTC. Active in public relations in Florida for mere than a
decade, she specializes in corporate, trade associations,
government relations and travel public relations. kmcng her
.f
clients are statewide associations in health care and travel
industries, the Inter American Physicians Association, the
American Association of Travel Agents, including the Florida
,. League of Hospitals (investor -owned hospitals). She has also
served clients such as Eastman Kodak, Dow Chemical/Latin
r
America, Baxter Travenol and U.S. Home.
;f
Beare is an accredited member of the Public Relations
Society of America and participates in a host of civic organi-
zations. She currently serves on the executive committee of
Jobs for Miami and was past -Chair of the Governor's Small
Business Advisory Council and a member of the Private Industry
2ouncil of -South Florida.
She received the Silver Image Award from the Florida
Public Relations Association for directing fund raising and
public relations activities for the hospital ship, HOPE, in a
nine state area.
Through the Greater Miami Host Committee she has
handled publicity for Miss Teen U.S.A., ASTA World Congress '33
and COTAL 1985. She also handled the Beatles EXPO '84 and '85;
the Eastman Kodak Coach of the Year Awards; Up with People;
the Evian 'Raters 10 K King Orange Marathon '83; G. D. Searle
Racewalk Program 183 and Windsurfers International Tournament 133.
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She has represented the Barcelona Hotel (Miami), La Orilla
(Florida Keys) witehall Hotel (Chicago), Norman Holmes, Ltd.,
(England) .
She has been a reporter and feature writer for several
South Florida newspapers and has been published in many national
pubications. She is author of three books. Beare is a graduate
of Sk4 dmore College.
HI`:DI DIAMOND is Vice President of Nikki Beare & Associates,
Inc. Ms. Diamond has been involved in travel and tourism
for over 25 years, both as a journalist and in public relations.
As Dublic relations consultant, she helped establish
the Pana-ma Tourist Office under Irma Aranco, Director of
Tourism. She was the Panama public relations consultant for
American Cyanamid, United States Travel Service, Hiltcn Hotels
and Hills & Knowlton.
She is a member of Women in Communications of Greater
Miami, having served as President from 1982-1983, and chaired
a top fund raiser, Date With the Press. She was elected to
the Board of Directors of the Coral Gables Chamber of Commerce,
founded the Panama Chapter of the Florida Magazine Association.
0
9
FRANK J. COBO has handled many public relations accounts
during the past 22 years.
He has handled the following special events:
Trade Fair of the Americas
World Trade Center for Miami
Bankers Conference from Central & South America
Caribbean Conference for Trade with Florida
He currently is liaison for the National Conference for
Career Education and Drop -Out Prevention which will be held
in ?:arch 1986.
Recently he was successful in wooing the 1989 Lion's
Club International Convention which will contribute $30-60
million to the Dade County area and the City of Miami,
Cobo is a graduate of Miami Senior High School, Miami
Dade Community College and Florida Atlantic University, majoring
in political Science.
He is a member of the State Advisory Board for Career
Education, board member of Boystown of South Florida and a member
of the Coral Gables Chamber of Commerce.
4
0
tCALKYRIA CORTES has many years experience in tourism
activities. She has worked for an international oublic
relations firm and the Mexican Government Tourism Deaart-
meat.
• She has served the Miami Department of Publicity and
r Tourism, International Department, as a writer and trans-
lator and assisted the Director of the International
Department in organizing trips of dignitaries. In 1980 She
worked with the Director of Latin American Affairs at the
Miami Beach Visitors and Convention Authority,
She has served as Vice Chairman and Deputy State
Treasurer in the State of Florida for a presidential political
campaign and as corporate secretary for Trans -American Corpo-
ration.
She earned a B.S. Degree in Arts & Sciences from Vibora
Institute in Havana, Cuba.
S.Yw121V
8S" 1217
11
ILLIARD AVRUTIS
?:i_iiard Avrutis is nresidert and founder of
Advertising and Marketing Associates, Inc., established
more than twenty years ago.
His experience includes the design and implementa-
lion of a wide range of public relations, advertising
and marketing programs locally, nationally, in the
Caribbean and South America.
His account roster over the years includes: Racal-
Milgo; General Telephone and Electronics, Pearce -Simpson
Electronics, Thunderbird Boat Corporation, Cox Broadcast-
ing System, among others.
Avrutis is a faculty member at the University of
Miami, School of Business, Department of Marketing. He
is past president of the Downtown Miami Rotary Club and
in 1982 was nominated to receive the Dade County Adver-
tising Citizens Award.
Mr. Avrutis will serve as the marketing and adver-
tising consultant on this project.
- 46 -
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CLIENTS EXPERIENCE IN DEVELOPING AND IMPLEMENTING
SIMILAR PROJECTS
1. GLADYS KIDD & ASSOCIATES, INC.
a) MIAAMI DADE TRADE & TOURIST CC?'MISSION - 1964
Contact: Selman Lewis, Executive Director
(305) 576-2077
Produced a poster calendar of events and a
promotional brochure used in marketing Greater
Miami and the Beaches as a tourist and conven-
tion destination for the Black traveller.
b) PRIVATE INDUSTRY COUNCIL OF SOUTH FLORIDA - 1983
Contact: Joseph Alfano, Executive Director
(305) 579-3565
Designed logo and stationery as well as produced
a marketing brochure to sell the program to Dade
County employers.
c) MISS COLLEGIATE BLACK A.u.ERICAN PAGEANT - 1985
Contact: Frank Mercado, Executive Director
(305) 661-3078
Handled publicity for the pageant represented by
over 30 campus queens from around the country.
2. NIRK'I BEA:Z & ASSOCIATES, INC.
r
a) SOUTH FLORIDA SPORTS AUTHORITY - 1982 - 1983
Contact: Rick Ho --row, Director
(305) 579-6060
Produced a marketing plan for the South Florida
Sports Authority to develop a football sports
stadium in an area in North Dade or Broward
County.
F
47
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B64
U-1217
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a
b) FLORIDA LEAGUE OF HOSPITALS 1964 - Present
Contact: Sylvia Urlich
(305) 264-5252
Coordinated the award winning "Help Yourself
to Health" statewide campaign
c) FLORIDA PHYSICIANS UNITED FOR HEALTH COST
Reform 1982 - 1983
Contact: Dr. Arnold L. Tanis
(305) 966-8000
Develoced statewide campaign concerning
medical malpractice issues.
d) EASTMAN XODAX COMPAN-Y 1974 - 1982
Contact: Michael Donnelly
Rochester, New York
Promotion of Xing Orange Parade Xodak float
and festivities participation.
e) OMNI INTERNATIONAL COMPLEX 1984 - 1984
Contact: Rudy Milian, General Manager
(305) 374-6664
Coordinated 20th & 21st anniversary - Beatles Expo.
8�-121'7
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ESTIMATED BUDGET
FIRST SIX MONTHS
For Professional Services
Includes all staff time billed
• a $3,000 per month for six months
ESTIMATED EXPENDITURES
Advertising
Design and production
Direct Mail
Logo Design
Brochure (4 color withpockets)
Artwork/design/logo/typesetting,
mechanicals (printing not included)
Fact Sheet/Information Kit
Newsletter - Quarterly (2)
Artwork/design/production/mechanicals/
typesetting
2,000 copies @ $1.00
"Passport to Progress" Camaaian
2,000 passports @ $1.00
is - more -
- 50 _
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$ 18,000
7,500
4,000
1,000
9,000
2,500
2,000
2,000
S -121f
844
1.5
14
10
Special Events (2)
Ground Breaking
$ 9,000
*90th Birthday Party, City of Miami
Data Base 1,000
Research Survev/Focus Study 2,000
Miscellaneous Exnenses 2,000
S 60,000
* Subsidized by Business Community
NOTE: Production costs which are prepaid by our firm on
behalf of client programs are rebilled to the client at the
end ofthe following month. These expenses are subject
to a 17,65% service charge. Major production costs can
be billed directly to the client. Invoices for costs of
professional staff time are rendered at the beginning of
the month in which the service is performed.
8 '-1216
8S-121'7
I
_r
•., ti
k
MA
s�.
ti.
�Y
� y
ESTIMATED BUDGET
SECOND SIX MONTHS
For Professional Services
Includes all staff time billed a
$3,500 per month for sic months
$ 21,000
ESTIMATED EXPENDITURES
Advertising
Design and production
3,000
Marketing specialties, (T-shirts,
pennants, buttons, bumper stickers
5,000
Direct Mail
8,000
Fact Sheet/Information Kit
500
Newsletter - Quarterly (2)
Artwork/design/production/
mechanicals/typesetting
2,000 copies @ $1.00
2,000
*Special Events (2)
10,000
Data Base
1,000
Research Survev/Focus Studv
2,500
40
* Subsidized by Business Community
- more -
52 -
K -1216
$ �-1.2 7
-Miscellaneous -Expenses $ 2,000
x
S 60,000
**Art Sculpture ($30,000 - $50,000)
n
**Subsidized by Developers
NOTE: Production costs which are prepaid by our firm
on behalf of client programs are rebilled to the client
at the end of the following month. These expenses are
subject to a 17.65% service charge. Major production
costs can be billed directly to the client. Invoices
for costs of professional staff time arP rPndprPr? at
SE -121
8SO -121
I f"
.
..
s
I*
11
ESTIMATED BUDGET
SECOND YEAR
For Professional Services
Includes all staff time billed @
S3,000 per month for 12 months $ 36,000
ESTIMATED EXPENDITliRES
Advertising
Design/production/placement 40,000
Direct Mail 12,000
Fact Sheet/Information Kit 5,000
Newsletter (Quarterly)
Artwork/design/production/mechanicals/
+ typesetting
4,000 copies @ $1.00 4,000
*Special Events 30,000
Data Base 2,000
Research Survey/Focus Study 5,000
Miscellaneous Expenses 6,000
$ 140,000
NOTE: Production costs which are prepaid
by our firm on behalf of client programs
are rebilled to the client at the end of the
following month. These expenses are subject
to a 17.65% service charge. Major production
costs can be billed directly to the client.
Invoices for costs of professional staff time
are rendered at the beginning of the month in
which the service is performed.
54
851-1216
-- -- 8k.k
I
9
ADDENDUM
0
:.1V1
nc _ ta
=^A -
a
z
43pparimpnt of Elktcatr
fM,". I certify from the records of this office that +IICKI BE: -RE ViD
:IV
�nC ASSOCIATES, II"C. is a corporation organized under the laws of the
y
�(SC State of Florida, filed on December 10, 1970.
The document number of this corporation is 373860.
RUC RUC
f(� I further certify that said corporation has paid all fees due this
;,V f
()C office through December 31, 1985, and its status is active.
CER•101
giber unber mp hanb anb the
Great �beal of the 9 tate of -flonba.
at Callahamw, the Capital. this the
7th bay Of October, 1985.
61
George _firrstone
*erretary of Mate
DEC
DEC
�c
„-C
tef_.-- 011
°riDa
33ppartmpnt of i�tatr
I certify from the records of this office that GLADYS KIDD & ASSOCIy.DS,
I`:C. is a corporation organized under the laws of the State of
Florida, filed on December 1" 1984.
.he document number of this corporation is H33818.
I further certify that said corporation has paid all fees due
this of -'ice through December 31, 1984. _
CER•101
i
giben under my banb anb the
Great meal of the gle tate of _11oriba,
at Tallahassee, the Capital, this the
7th bap of October, 1985.
0eorgr _ftrrstone
.,--:!,ecretary of 4z-, tatc
SE' -1217
0
00755 Cff ■" U ir %W 61L i-J iL 0 ki k 6 W aid, it ICL *PV 1k A V EW r A
pit [No 1 1985 - 86 OCCUPATIONAL LICENSE
BUSINESSNAINENIKKI tILARE �, ASSOCIATES INC
LOCATION 1450 M A it N U G A A V F.
191.50
::1;83.90
176.3U
168.711
153.5J
JAN. 25%
2
NOrNOV. 15%
OC '. I
SEf*T.
teUSINESS CODE 6900 No. UNITS j
for and in consideration of the sum shown, the legal entity as listed herein is
heteby licensed to operate only the business as set forth in the applirarion,
C O N S U LI A N T with such license being subject to revocation should the! licensee Violate Any
conditions contained in the municipal Charter and/or municipal code of the
City o1 Coral Gables, Florida.
NIKKI 9EAdt. k ASSOCIATES INC
1450 'MADRIPJA AVE ?N 4U2
CORAL GABLES FL 33146 THIS LICENSE EXPIRES SEPTEMBER 30.1996
DISPLAY LICENSE IN CONSPICUOUS PLACE AT ALL TIMES.
` 1Coda010-000.321•tt1) FINANCE DIRECTOR
Z11-3`0 7 tab 16810 It
VALID ONLY AT LOCATION GIVEN ABOVE
VALID ONL• MN.N-.AA/ND O///C IAI MAC NIN. ■NOD. S. N•Nt 01 CA.NI.11 A.O V..
1
J
!4 V4
00
Ono
F d Ti}I d�tR T "
MUST BE OISPLAYED AT PLACE OF BUSINESS 'acCC U JCI 3 c 33 5
EXPIRES SEPT. 30. 1986 RENEWAL
I350 *JS^PU^4 4VS 402
C�24L ;e9L=S 03
�F VIY't? C scS'lCIATSS I"!�
iiSC M1-�: U'ta AV= 4C2
FL 33146
.. St.::, TYo_ C.r mL;3;•IE.c
_..- _. 213 aU3LIC RSLATIOVS
C C =
STA72
UCE`!SE TAX 44*00
5 SMOLS 44900
-,5 'Y"E•.. :R:ct" E::50q/23/95790010v001000OC44
N7-9 ,CJLL.i_- CR ��
AA
:.. SEE aE'lERSE SICE
SSir
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.
85''-12i6
8S-121'7
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9
I 1984 OCCUPATION L LICENSE 1985
DACE COUNTY — STA CF FLORIVA
MUST BE DISPLAYED AT P CE OF BUSINESS ACCOUNT NO: 134443 1
EXPIRES SEPT, 0.1985
NEW
BUSINESS ADDRESS: C C #
1035 NE 125 ST 202 STATE N
NORTH MIAMI 06
t
LICENSE TAX 22.00
j K-I00 GLAOYS & ASSOCIATES INC � t
N 1 1035 NE 125 ST-202 I
N MIAMI FL 33161 TOTAL AMT. PAID 22.00
_ __j
SEC. TYPE OF BUSINESS
213 PUBLIC RELATIONS 1 EMPLS 22.00
9
s `e e:v censea ,o ercace in the ausiness PAYMENT RECEIVED 5 02/11/35410005 100100000 2200
irwess•en or ccccca:.ci scecihea hereon DACE CCUNTY TAX CCLLEC T CA
SEE REVERSE S10E
A
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121.E
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1 ;
Despiteits problems,
Miami is the Newyork
and Los Angeles of
BY D.Affinan
MI ELL. MIAMI'S DE-
:rac:ors are two-th rds right. 'De place has no be�rn-
nmq. It has no middle. But it does have an end —if
you're -.ailing to drive far enough to end it.
Head out Southwest Eighth Street, aka U.S. 41. aka
the Tarmarri Trail in southern Florida the cocaine
dcrs aren't the oriy ones with muitipie aiiases). True.
nothing :Huth changes :or the first couple hundred
biocks. Whether .he signs are in Spanish or English.
vhe:her!he people are µ•itite or black or brown. Miami
sta looks Eke a used -car !ot of a metropolis.
But be patient. Evemuaily :he subdivisions xi:l uun
out. The sky, wti! open up. You Nail : nd yourself in an
ease s-.:-amp. Go a fe%v more roues. Take a sharp
.d.t. stop at .^e parking:ct. walk down -he trail into the
s:11ar p about a quarter Tile. You '.Vw kno%V }ou have
^a1y . eached :lie erd of Miami because you are :ace :o
:ace .rah a :en :OOC alhr'amr—and this is rot one of
those 3i!i5ators :hat %vresde Serninoies for a living.
Thus is a monster. Or :s it a .;.etaphor—:or :what we
A-nencans.:or t•.vo tuner ed : ears now, have done '.with
the rnnpt:ne.s a.! around -.sr E•:er: day t1his monstrous
`,-on,-* au :vat :s Xcucent, ad that :s savage : moer s
! a gut of e u3trr, aa,f onto u; e rad, %vtiere site has
=,Je a ::es.. So -te rari;ers :f _E'.Nr4:3ce5 Nzwonai
Par; e dune •.:rat to Miami:ops do •xren srime
tomorrow
drub dealer .ire -bombs another dog denier's car, or
when there is a not. T:,ey have cordsned off -he ne-st
with those red piastre cones used to diver.:rarrc •.:'hen
there is danger lip ah ead. Don't come c!osLr, the
cones say, ;:ou might get .:our ar:- ripped ,ff.
The alligator comes there ever: day. She yes there
listening to something, and it is as though -"at reptilian
brain is tnhng to comprehend •.gnat it hears. If you put
your ear to the ground you can hear it too. It is a distant
roar. a kind of farm rumble. a iitt!e like breaking •.vases,
a !ot more like the hum of a free:vay.
The alligator does not know• a but she is listemr:g to
Miami. She is listening to the sound of quicksana be:ng
metamorphosed into concrete, of swamp and sc^:b-
Iand : inns g :-:elf, ai,—o:t over ugh:. into a 'e_, lase �t
Amenca s future.
THE CITY OF TOMORROW
WHEN 1T C OMEN S to understanciin., :he e:'e
that e': en (nose ueuo:e
whohave :i:'ed there most of :he:r gives :..,re ike :hat
aili;;ator. The changes have been so bm4 and zn e •:u:re
so spiel- that not even, t e :urnan brain :an corr pre -
herd t^em ail.
Is Miami .ace ruts and 1ro,.:r:.rc goat pecc:e.. t~
dr-4 and cry e capitzi A tine United _tales, ,r s Miami
T. D.a.,:,tr :t
arts ^rst �:ec, Vr C;qu;rr.
Z.
IN COCONUT GROVE, MI_ -AUS ETHOS OF E_ DLE S
affluence. perpetual youth, and ceaseless pleasure is in its purest forn-i.
word's newest great c!r,.', as the local ,
But they've also given \Iasi something :
sang "Vini, Jouinn ;ezi" i,"Come F d
aces,ers W e :o say. Is ` Mara t:,e crisis of
eise—a 'Kind of character, a gritty re- '
,es,:s" `. As t Us Creole h.Trr, •::braced
.he e:deri;; or some Sun Beit :ou.^,tain of
source^,:;ness and an abdir; to rebound
into the surrounding slurs, one :ou:d
Dense: y :cut^.: 7heA=ercan D:earn or '
_cm :he worst liras of crises_, wuch :s
sense what peopie _e^ r; :o M;..; - .._:e
.:.e rda . are:
one of :he c:-•'s most at:.cc% a quai tnes.
aiwzys beiieved acc..:r ail the c::'_ -rrb-
u e:.•.vo sets :here I came :o are
Not ,nat %liami is ail problems.:neeet.
:ems, _%d ce::eve .;day': ,.as :s a a:e
cccc::s:cr.. J1iaM.1 :s _ e Most'ascs:atu:g
a cf:ers oieasures and excae:rents oniv a
where even the :cost znpu,.:-,e
c:r; sl ..Vnenca r,ght now, prec:seiy be- •
hancfui of ma!or cities anywnere ao.
can come true.
ca e pract::ailye':er:t`m;evermne says
Miamr is paella and bailee in Little Havana.
accu::,, zct n gcoa ana aac.:s :r.e. Torre
the dolce vita of Coconut Grove, the art
AN ACCIDENTAL HISTORY
of :.`.e reasons Mia.m is such a ccmpe;img
deco bohemianism of South Miami Beacn.
ONLY 'i ESTE DAY, PR�CTIC.?Li_'i
p'-ce :o :s t:
it's racing and ; ;..:: gos at F' aiean. sauir:g
'
speai;ing, Miami *.ad ^ore of ,
a5 �CCaC::'
in ore sense :he *'r re`.�•sree'.s are
on Bescavne Bay, anasanding mardris mhe
TC or ,gUt:er. It'.�,s -niy' t-e Cat_-K*1.'.S 11:11.
rt4"t. _--very ` aicr -,at:onal problem we
.fit:antic Ocean. In the United States oniy
par^ trees. How 1':13 Miami . ecUC^C. 31
zce :.as _ versed on ` :ami :ateM and
New York ana Los Angeies ciearey exceed
most ovemig;,,t, a c:r}• of _'K�'sc:ace;
Bean :o L:berr: you het
Miami m sheer ccsmopuiitan, urban ex-
slums, of drug smugerers andr-
-'-.e ;cnse :. t `. is pans of ail :nds have
`ad :J M, he :ace and
cirement. Yet the richest "cuiturai" exile,^,-
erce I had !here was one you can't ind m
ai cor-oorat;cns, one :i the .mopt
poia-in and :cntr 2d;c:or. "e
.L(:X
co accut :.`.ere. The : avatis of
am' conce^, ad. At Sunday morrmg mass
n
whuie 'United S'Lt,s'
recent
:n Little Ham. :housanus of worsiupers
The utter newness 4 M:ami produce
JLZ1'7
a
E
9
rF. -
AT THE -NOTRE DA.-ME DHAITI CHURCH.
THE EEV-
ereildTlioiiia-,-311enskibal)tizes
theyountiesitnieniber
of al-laitian family.
,.e 4_-St of NEar-j's :::am: paradoxes. It i
ture—an otmort-initv wort: expioiting.
orig�ns contmue to shape aS as
sunp;y .hat =,ess you have a sense cf
Silhe sent r:iiiroad magnate Hear: cagier a
strcnziv as :::e a,.:to7.oti:e dcesz
.-ou can w ul",dersp*and %Iia:ri at aj.
bouque, of orange It was
Danit:i Be::
ever ;-=; :s he ;Cactl ..at •".;S,
'.iv_n4 proof zhaE Miami was a piace where
:�73.
e!zn*,.1_e,.,en a;o ,6e -;ace -,dn ex-
",e sun shcne even Jurng :he iost:e_t
But "-.ac S wi-_lt %"!,iml tttn :::7m
:s,, 2., ail —and :f .t weren : :or a boucue, -,t
e r s :arner norh 'nar :rans,-or:T-.eC
very ;r-
cran;e --lossoms. 5z,;l
_�-Cm a ;:nvale estate T.,Q a Iuare
-.ve Searc.-.in4 :cr n3ppineis anu ,_-.0-3 --.re
Se Nlia::-u, s only residen-S.
mezrTpuas. F:ag;er exendedi '-Is ral read
uhere waiung *o ie:! �-cm :zinc.
As was o nac,"en so cften 41 he ^ucure,
scui'^ o Miami where �,e also 'Cu,.it the
sh,ces. and ;:z"; .:cce:z. 7-,:.e --,-,d
it ::-.,S**crune eisewhere *hat caused
iavish Royai Palm HL;te!), -.;,mersnirq a
FaS.er ztc nut but
L . ne pace. 3 coai'mil r:dge _-Grceret byman-
::ccc of .mm;q, -%on -.-,,o Miami "-at ::as:! . z
us', C:eVe '0P::1 4 :�:.3tler F:.-.r.,--,
grGve iwamcs on e east and sa.v grass
ic6ppcd v, zLr.ce. Hundreds of peo-
T:,ey were e! z.
sw;4 am_ on ;he -.veir. 'o :ai(e 3 quzn,.;m,
-j:e. rar.-,--g rom sharer. ,:;ptrz_ o -eal-
advance. QUr na"..Cr.ai
:t .,vas :he -tinter 31
Zpe,,:u..1tcrs. con%er;ea .,-n Miami
a ec.-nc.rrv. ::.-.-en
L oi L spell :n memcry
1% Uer
%p�r;z 'ci �n3 -e *r.e!r
ir :i. .
*nc e zt-ces. Mar.%- 'earec; cr
O:her have izzr.ea as'ors or
: en, M I I.; M I
'ne -1 _.`rC2 5 n:anl 'GUr.st �r.c
:0UnGc.ez. ',.---c%r4cer,-e.rsor::or6. Miami
M:lmi �t� a A ::-,e
C1.1:%;. Put .vhect! J7:CrS _�XX
mLcr(jL(1aS its Z;Ze
J ISal"S ..as 7>2cll.
:cc:n 'andowntr:u":a T--;:,.e per-
zi :o siort out :,.6 a.:;:ace :o ?e, -1wav
N,:[ 4cernec
,:e:vec—:,. 2rcmer -,r-.e-, it
znmi :t Zif, ana e%en coca,.- S
suture ver..
3
�KI I _1216
SS"-1217
�rH y.`�FJY J. •t \.��
110
• F
j
AT THE \OTRE DAME D'H MITI CHURCH.
THE itI_j
ereildTIlUII1a.sll�ns iibal)tinestl12N-011I1(je..-5tnieniberof-allaitian fanilly.
t:.e . st -of `Lar:.t's .,. paradoxes. It :s
•have
ture—an 0000rtunitt worth ex0ioit;n3.
onguns conrML•e :0 _hZ:;e :E-r
s= Yip• :hat —=_ess you a sense cf
-^e sent raJrcad magnate i:enr: F!agier a
st:cr,;i%• as:he
t r::ou can': lncersland Mia at Jii.
c0.:cuet ci oranze ciu:_on it •.vas ...:s
D -:�i Be!, .w:iz nc:
ever-;-=; :s :he :act ..at _.
;prod :hat `,I;.na was a dace .there
e' se':en years ago .^e _'ace .1dn . ex
.ne sun sncne even ,:rr j :he iost:e_t
But ". st"aC .•::,l= -as :ec•r
•
.st a, al —Ind :f it •.sere:: :er a bouc_e::i
•. ,,.:ers :ar:ner nor-n .nat-ra„smr:nec
t•er:
Gran;e :os_om_7. sea: i;atcrs ..aSr, sttil
Miar,:t ..cr.: a :mate e_tate rto a :r.:re
mve _earcnins.,...accir.e__ _nu ...-.e: _ are
be '.L•c....•s cruy resicen =
:retrcpuas. F:a,ier ex: need -is raiircad
there •.tact'..^,; :o e:::-cm .'ar.c.
As •.vas :o ::acre^. so C en :a -he .. , :re.
soot^ :o `.Iiaml where ::e also cunt the
s::ces. arC2 ,::; .r.e:r _rc::e:_. ...e ^d
:::er..re eise.ecere :hat causec
:at:sh i2u.ai Pair Hcte:). r, e (sn(n; a
F:JSx: -c,t rea.. _ ... but .n�:•
,. e • ace, a coastal C52 oorderec T.Jn-
n,. tl OI . i;r,::0n ..,:0 `haml -.-at . a51'.
,Us:
_-xa Cs Cn .:.e a st ;:na :a••t-;I•oss
st.:pptd c••t:: s Sir:ce. H�.ncrecs Jf pe0-
They we-e
swa ::s on :he '.veil. :o .arie a y' :2^. ...
p:e, ran; g :ro^ _ 1Jfec: pCers :o :eal-
accance. )urynat:ci•al ..Zn.;l: C: ,.. ....
:e� •t�s.re .t:.:e:
cnn•.ersea .n \liar:
a
..,_ _ es. ccid sped :n .^en:cr:
-u h :o n:ai;e ,ne:r:cRune.
^::ac:u:•: ; _��oun:� :r,r ... �." �:
_ -C _ :ec �:o:e+ \la-; :eared :Cr
-e -e a .:rca s :unra:::r.c
),her .,tire have st;:r:ec as 'cr:s or
,u-c::e_ �� ce.^,:ers or �ur.� \I:ar::I
:e y
.`,t: �:� •._ :, .I:•: a -r .:re :r:�::�-
r.:r_ �•c :_:^e_. Put .erere xnC:_ _;.t
__. _ re: ce :ce':n: .,.etrccO(i_ its _:ze
�'.as
.:Cat CGtef Cr ,' .:a ::.e �Cy
n L;R• :(> _t r JC[ a_ J =ace :0 'el. \4'd'
`et .,,^.at .::SC:': cee.re^ ..^.e i'•C : ..:
;e
ce sec— a-ctner Mer. t `.La,: 's
,. t iI. o r:en toCac \vac.. s
yt
suture •:ers
c:4.,.:4: . .. _ .
�9� -1217
years established another theme that
gaged in international finance. Today
still dominates the city's life —recur-
more than 130 banks in Greater Miami
ring natural and human 6saster. From
are eneaged in international opera -!
the beginning, Miami was a city not
'ust of crime and rots but of yellow-Mia-midoesiA
dons. than 250 multinational ,
corporations have offices in the Miami
fever epidemics, bursting real-estate
area: sixty -Fr. are headquartered
bubbles, and killer hurricanes. Not
•�u��
there..�t .;e end of 1983 the Insur-
until the 1950s. when the automobile
�� ,
produce
ante Ezc`:ange of :he Americas, mod -
age merged with -, :e aff'.uent society,
e!ed on L!o%•d's of London. began op -
did the Miami most of us remember
Itplrocessvo..
eration in Miami as weal.
from picture postcards emerge.
.
s
• Less than ten years ago tourism
Then came Mia„a's years of dest:-
•Ass sti l-metropoi.tan Miarra's biggest
ny—the ter e of the Bat of Pigs and
0
industry::fi •.,. Todanance. barking, and
the C;:ban massile crisis. A cold crew
Minas--�-money
in ernaticnai trade account :or two
had treated Miami. The cold ••+'ar
thuds of all income and;obs. and tour-
propei;ed it into a tumuauous urban
ism itself has become an international
aduie_cence .at has nct ended ;:et.
in ormatlon
business. In 19 1 British tour.sts
By :he early 19ai?s. Miami n :act
spent moren onay :n Miami than
%%as at :he vor:-ex of r.so of :he most
tourists from i No and Texas com,
concequential char,,es :n comempo-
hopesdreams.,
bired. Latin mercnns scent r:cre
rary .k-nencan !ust•or:. Tie :XS, as
than St.5 ;ii _n m Miami —mere than
the Sun Be;t _ha:.. and .:.e -pact ,f
t.tite •. 'rat .�is,urs :rorr. `;ew Ycr':.
this fundamenral reorxn:at: ;n in
of
tier a's ecorcrric. scc:al. and coin-
tourists, did.
ical e on Miami can be :um ed up '•kith a
•1s may esentuaily .`ace. ;t cuzgests the
PhySlcad. �Lami is not be:nz -re-
.
:'ew stzt_zz;cs. Thu:•;pips ago :he enure
fu:.,re .s tearing do•.tn on us ail a tot --ter
yThe
:ita;ized" lithe mar, other .-amer:can ::t-
state ci F:onda . cd.ess than three .:2:on
than anyone might have -nagired
ies—an entxel• ; e•.s t:t.r is be,.ng
pecpie. Today what :he Census Bureau
:post di concerting t;•ung about Miami isn't
More than ;3 bu::cn n nr,x
cal<s r' e �I!a ~ -For. Lauderdaie , tundard
:he cruse, drugs. and ail the other Miami
fact. :s tra;;_for- .g Miami zom an
Ccnso.ida:ed Stat.st:cal .area now has the
pr-ciems you hear so :such about. It'_ :he
zrco.%ri suburb into a me' ,oils •.t::h a New
came number of peop:e that :he entire
censanon—sometimes exriiiaratir.g, some-
t-_,rk-c :!e skyline. Constr.;ct:on of a 1
state had back :hen and is t1!ie :enth-:ar;est
time: --,oading, but always disorient rig—
---.,6n ..ietrorau sys ten is also
metropoiitan area in the whole Untied
that a chain reaction of explosive change
r,, to what people there caw the
States. Put another way. Greater Nliarra
has stared in Miami that no one couid stop
tarazanon.. of downtown Jliami.
has Milt ::p a :arzer population in the last
.`�.:y :ears of its existence than Greater
now even if they tried.
Consider a •e,.c aspects of the me:a-
«rat account_-, for :his yentacle me:a-
morphosis? In 1�96 it •.cas a ra:iroad. a
Bostcn did dur^.s the first three hundred
morphosis of Miami into a ma:or world
resort hotel. and most gee s:rrers t a:
tears of its existence. One reason things
metropoiis:
trancforped Miami -cm a swamp into a
chance co :ast m Miami is that snore human
• As late as 1964 Miarri may as •.tell
real-estate bonanza. Today it is the :et
changes occur d:ere in a year than take
have been a landlocked town in the Mid-
airplane. the computer, and something tar
place m a decade in many other cities.
west. Today the port, opened that year. ;
more prec;Gus to uwestors than oranze
The 5-6n Beit shift by itsed .might have
handles 69 billion a year in foreign trade. is
blossoms and sunny skies —a unique cor, ,-
made Mia.:a another Dailas or Phoenix.
one of the biggest international seaports. ;
bination of (r. S. political stabiiic_: and
But it was an entirely different kind of
and is the world's largest crrise-ship port.
American teclznoiogy and a skii:ed. r:uit:-
human phenomenon that made Miami not
A 5250 million expansion program will
lingual Hispanic and Amencan •.ter;
lust a big.Asre :can cis: but an international
double the port's size by 19166.
force —that is trans.',= rig Miami into a
metropolis as we!I: the begir Ling of the
• Not very long ago. Miami Interna- !
triiy global city,
th;rd great food of irrziii rants into the
tional Airport was where a lot of tourists
To understand. :hick of Miami as a :~i-
L:ruted Stases, not aom Northern or East-
got off. It handled no transatlantic trairic at
croprocessor chip. for Miami duesn t pro -
ern Europe but _om the Third Wodd.
' all. Today .Miami is the seccnd-busiest in- '
duce much of anyti-Wzg. Instead it processes
especially mom Latin Arnenca.
ternational airport in the L:nited States—
a multitude of thin,s—ruirey, infor-
Mahy other American cities now also
the place where the air routes of North
oration. cargoes. passengers. hopes.
ha':e '.arge Hispanic popuianons. But. as
America. Europe. and Latin Arrenca ail
dream_, to cap- noticing of ii!e i :,lie.^._ rid
so mucri else. Miarm—almost br ac-
ceriyerze. Miami airport handles rxenty
cocaine. This may zee...1 ::ke a :a:ri [ha:
cide.^.r-3ot r^ere first. In tact.:ong before
rmi!icn passengers and about S4 billion m
could be perto[':' ccl am si spec _nt:i ;sou
:re cat stared marring head. es. Miami
fore:gm trade a year. and yet here too, the
consider not lust the ef:ic:ercy ur a test
.pas becoming the place where future
growth seems scarcely to have be,Tur,. In-
puler but :is vuirrr_b:ii:y. !t neecs
_hock M:,ttt have teen invented. From the
temanorai air :rdnc :s growing at the rate
techm mris who <peak its rani~ :age. The
to = r:.ns Miami anticipated 'he posrn-
of 20 percent a year. and a i6uu miii:on
computer also needs a _pec:al en :ron-
duti-.raiizaucin of the [.•cited States: after
expansion program is ;ender .lay.
rrert—air-conuit:uned. dust -gee. . here
War II. a •gas on the -_ t=Lng edge of
• Total fore: -n trade now amounts to
the eie_:rcay never And :t teals
our ;:eat national lunge down the :leeway
about S10 billion a •:ear :n :he 'drams -Fort
linkages to other computers and ^a:a
to "-.e mail. where ,.,e stun alwats
Lauderdale area. It handles more than half
banks. Uniess ail . ose cond;:.uns are
- . nes. Arid :rice !t e 146us `.ira.:.► has
:f ail L'.5.:rade .sit the Caribbean. about
7ret. zricimer .;i! , e :.me.
su :or.Cered :he ,iternaurnahzzuon of
-tu percent of all U.S. trade with Cehcral
not ::rig -;cure than a •.shirr:ng ase!ess
kmer"-Zn '.tie.
Amenca. Europe and Africa seem !ike!y :o
piece of :urk
be the next frontiers for Miami's burgeon-
W..at dues ail that mean :n :e,::re :o
THE iNTERNATIO`AL CITE'
:ng :m"oxt-export business.
M: ,fS In Miami the
!F MIA`.1I REALLY :s a protor.•pe 4
• As !are as 1977 there were no foret,,•n
iar�,a;e :s Saaritn. Tt:e r-t •r.ci::_ncd.
the �:pportuniues and probiems :he rest of
banks :n Miami and few U.S. banks en
d st Ire en arm:^e t a the
8" _1216
1• i '#f- tr.7 tY_ �I i+ t= f `i v +: w r-��a .l 1- ' -4J'l �.., �'4 y'!'.� r `5rt rG
� � ;Y •�•, H� vs a.C"4 � is .�
L_"' 1 � LI-'"���� .�4+n� i-�, 7�-.v �T..•.^-R LR �. S� � �>- �"'�P 'i' ���, sF ..\i
�,�-..r-�. a�41.S�s.r:.;�.�,� . �...:z -).; _ .t-: �:t .. i�..2r _..►���_ �.^1�...� �kn. �..� .v �i��-._ .?� r.�:
E
11
a � ' _ F - >..•-yes 4 �
_ �� � .. r ✓``?te�e _I>•
%
= r
THE 1UL GE: PL ME1IBL-',RS OF 1 , THE
C tBA\ C t)M Al
nity are a uniquely American hybrid of the old Havana (and the 110,W.
of and eccnor\:rc ara cer-
edge ut ` Ear:i—that th:n. constartl:' muv-
med:ateiv A - ;i;r :: e per
- :rai .. _ •-dr= ori', tie is rated --tateti can
in>� :re .Mere :he nea'i� :aid , t i as a J
T ..�' a
e. e ~a'•e :1�;
prcvice. T::e iata bari<s tre .'-e three Ln-
st .aKen an,itner att if _- a:npiand snd
will ,.:t ., _ ..... DaL;. :rr-a
ter_, rn ne,: nz :cn..nr^,:ai >_� 'rr. .:es 0I
%; e .. S:to ar.i Cner cart :t .• e c: ,
\ �
L: r ct Ire .. T. r..
Amen:.. .-r :rpr r. L,)r ^ On
c, cpuse ; re:a:ire n ?era .tar.:_ r: =.
�.
^d L.:tm..:::r•^.la.
tho:._ard: _.-VI:S '. azche�- d M
:r —
d a :ne ., ::npro«_s,:r :hat
.:ce-pres:den, ut
:cre::,-1
.cr.^•r_ see.:...—n maiuins "t c:iirrent
the new \I:"mi Free Zane .-'ir::ur=,:un,
=.._aC:. irS !"en :aV: .:ou '_rr A M 'Lne
cn:Ci )Ur^r: \)n :cr^Cr SCru:)iana n-
_u nurrws
re:..:i _reps doc�',^.wun, ,here the
iv :':-a. "ter a Texas _ :r ^r^.t _t\.re
Near= :r )cer--tmr.. ,ne -one .... :r::r
L...:.nAmt:r,:antourstscon•:erge' unite-
•.�:.1,C5 :l,rre French ner:cme. In %uays
:r,:rd.:n�Crr:•::t:0r.:I.�\;i r:e ...._
it; _- �. e ;ears and :cep lames. You
Inbai rcnnu:^. ' s;:r rxpiaL^\Cd. 'tie
rt;cir ara :.,rncr-;sed -ZI
ter .t :r..nat tide_. mo_t :eacrc:ru. and
pr; ;r::._ nut--rrducr•g ,he watcies )r
^
;,ucs ..•:c;:..nti :�'" . ;uat: a :r': :.. ,
4 .`.lsarnt :r.stai::urs.
tie per:.;me. The pr:,c;en ._ ratcimti
cc;r
T%:,, : l:.:nu era., wr•:c.^, :s re.'.ii.::.^.r , Ii.
:r:. p "Van .-u '•earl .ncm. '
I :e,. : t:n �n:� `:r
,r't'-.. err :! :'e l..Jr:DCc a❑ 1r(1 ....:cn �(
��Ir_. Le .a. a CUiomman. '.rd me :o a
.:cr• ;rep �r^.:, n�rr _ ::�•t
L ._. ....:C 'ca �C�.
l(). • :tr 'cIlM:nai ind pLi ncnr'a ) . a
!' a .i
B U CC .,liar^I i yr..^.aiD .0 7r'Ccr5:
co(ue. ':t r-:s �)Ut. :r•e 9a:u 'Iner a mo
:tea c r tin t: .:na
TC C c:ear:. :t )'(iu re.:u',Ut :::C
men,. to
an:..ur _•:u:r.:r.:•.� ._. - ,
_ ,t
:U .nat pJrzc:�m ::icic
PL•ru ,re :n i'..I:al::a. �•`.0 .• telex :henl :Ill.
%Li^.: ;LZL::.
�r -121'7
Sproul wasn't surprised by the ob-
parcel of the very internationalization
sertiation. 'Ve didn't realize at first."
of the city that fills people there with
he said. "that what we had put to-
` ,
so much pride. In that sense, Nfiar.d
here was a kind of metachor
Tommmims
isn'tvictim of drugs and illegalim-ni-
oether
r evemtzng Miatrs's become. But it
.a
gration. It is, however, • a victm of its
dawned on me when I tried to put
own success.
together an organizational chart." He
Though it's less obvious. the prob-:
handed me a piece of raper. On it
recent
even
-. s
hems of .%har u's blacks and old people
were listed, in :.apical :e:ters, ai] the
denve directly from Miami's emer-
eiements that combine to snake
1mve
gence as a great metropolis. too. For
ia,Tu h
�uu..�i one of the w•orid's �astest-
proved
w tie Nfiar v s extsaordln.:ry growth
growing centers of international
has been :raking dreams come tr-,e
s"de: L`TERLNATC AL CO.NrPANIEs,
LCCAT:CV, PEOPLE,
ffiat this
is a
for 7n ny, ;t has been t-.r'n.i,ng life into aGECGtiAPHICAL
riitihtmare for others. The new i rr.i-
3A.NKC:G .A::D L`SL' _s-tiCE. G0:•EtLN-
grants. Loth legal and illegal. have en-
MENT. SEE:nczs. CC.M.MUNtCATIOV,
2av;PoyrATto�.
citythat
j''a�
-ched Miami —but have also often
tiled aches at the expense '
"it ••Las easy to idenu: :.he crucial
i.�+��..L 1
•
ecorormc
of backs. In 19b0, for exa.:.ple. blacks
`.::c:er�_but. S.apFicai;v speak•�g,
take
�r-�y����
o•.i•nej or operated =9 percent of
L' a:e us one orcble n. ' Sproul add-
a
1
g.
M:arn's gas stations, bet :.Iizt •xu_ a
•
ed. "I couldn't figure out where
field the Cubans soon came to dor i-
%Ii --i shot d go.
rate. In 1979 the total of Mack-cwned
" i en it struck •ne. M:arni had to
stations -.Las on1v i oercert. 'Mean -
go' nthe -idW'e. `.fi .: .Las the thing
.c•h; e. urban rene,.val .:as tt r.c en -
:,`at ccn.nec-ed else.
Ferre. -avor cif Miami. .`L's ci~ .s 5,g
tire black ne:ghborhoods ar.d nL•tt::.-
,V`at sustains suc:- extraordi'nar:
to remain the torus of the most drat:.atc
noc:ung in their pace.
g c•.Vt. T.:ough its :a:r=czLons are in-
national and international problems.
A si War process has t•: ed Mia.:.i i:.:o
re�b;v cor,.piee. the answer is si.Tpie.
lharra's unique position is both our biggest
a place •.L•rere many old foii;s fee! [l-,ev have
Today i.^te^.accnal corn,:: e:ce is growing
opportunity and the source of our most
no place at U. WeaiLny investors : aven't
at a sta;gerng :ate. Since 1 Latin
senous Probierns. "
;mist resaaped the �fia : i si;; �i `^e. ev a e
A950
mercy s foreign trade has grown from
Like a lot of claims about Miarni, that
turned ,,.any rec:.-ed Per sons ^:c .twig:
:�.dbii:on±o �out�53biiionayear. t.S.
statement has always been tree. When
rerugees.
foreign Lade has grown i;om about 4325
Julia Tut::e sent off her bouquet of Grange
A.2 around you :n Miami is mcnumentzl
billion to about S600 billion a year. Total
blossoms, she was out to attract big inves-
proci of our civilizacon's capacir: to ger.er-
w�crid lade :as S.o%%m fro;n S45 bison to
tors and wealthy settlers. But Z' cm :he
ate things almost instantly, seeT=gly out
51 nit on a year.
bet ring, Miami's histo* has taught an
of nothing: skyscrapers, . eewzys. co--
.-L,d %fia.:.i is ideally placed to cash in on
important lesson that is true about Amer-
puters, airplanes, pops. Yet .chat :s :he
them till. !r.19SI anance, banking, intern-
ic.a as a whole. It is that when you start a
meaning of Ide—no matter how many cars
tiorai trade• and foreign tourism earned ;
sta.:,pede toward opportunity, you can't be
and stereos and air -conditioners you
metropolitan Miami S34.9 billion out of
choosy. For if Mia.ra attracts wea:thy Ven•
;rave —if it ends in !ones: ness• wily the :e-
xtai earrings of 346.2 billion. If Greater !
ezueians, how can it not attract poor Hai.
aiization t"at so far• as t e world around %ou
Nliwnj were an independent noon instead
tians? If a hardworking Cuban business-
is concerned, :t would be better i you aid
of only a srng!e county in southern Florida.
man can make a small fortune there
` not exist at all?
itwould have :het~.ird-Ias;est GAP in Lat- .
honestIv, what is to prevent aColor- Colombian
"For sixr•.-n:: a years," " said a ewe.^.e: -
i in America. exceeded only by giant Brazil
cocaine don from making a big fortune
year -old sworran who works for ::.e Dade
and Jlexi.cc.
oversight?
wurir,.• Elderly Services, "pe�opie have It
The headlir:es Bornetimes may snake
"Free societies don't have c!osed bor•
drum,:: ed into theta that retirement is
Miami seem :ike a ^1ghL:.are. not some
der s. That's one of .A menca's greatest as-
j their reward for years of work. '1 hen they
sew conputer.zed, Sun Belt, postin-
sets,said Brent Eaton of Lhe Drug ..
retire and come :o and ;.he;: and d's
dustrial ncarnation of the Ar:erican
forcer:ent Administration. "It's also our
aid a'ae. Thev 4-d retirement is a cu::sh.-
Drearn. But •.wi;en you took beneath the
biggest headache." Nfiarru's unrivaled sit-
, ment for being old• and that that punish-
surace, •:ou :.nd what both the : ,uiti-
uacon as a magr-et for honest znt igrants,
Trent consists of being uprooted from vcur
mi-i or,•dci ar developers and the Haitian
!egitd"ate in:•esit .ent, and respectable in-
work. - ends. `=m v, and here and con -
boat peepie ai:eady know: in ! Iia.:u the
:ernational cos •rerce also makes it a ::tag-
.ned :01lia^ii Beat:^.. You'. ciw.' s;.e con-
;eeways are pawed •.with gold.
net for had the crooks, :aundered -onev.
c uded. "people get bitter .v ea :.e:':e
and i:::c:t traffic in the Western He:ri-
seated like ghat."
i
THE MIXMI NIGHTtiLARE
sphere. By the end of 1932, SO to 90 per-
1 :at might I returned :o 'Ire oar. of
ALL THE BOLD head!rnes out of
cent of act the cocaine and rrar.;uana enter-
Miami where I had been stays.;. It is
`Iia:ni recent'y :easy come down co four
g the United States was cor:ung though
caied Coconut Grove and it is :here th:a
base problems: drags and ,io;ence, il!egzil
southern Florida —but u.at was oniy part
the NIiama, ethos cf ccnstart ne�.vne s.
^uS.at:cn. :ace, and the crisis of the
or a t•.wo-way street. "If ever: gttri sold :n
perpetual :•ouch• en,_;'ess ar:uerce, con-
eidenvl '.rd •.what ."-iks thern ail is Miami's
Dade wunty were keut here." observed
start success. and ceaseless pwasure
asterushirg caPzc: y not ;ust to grow and
Miami Folice Chief Kenneth Ham. s, -Ile
acneves its purest fcrr.:. Esc^ 7num- g
:harge but :o sene:ate :.reams. In fact, at
place •.would -sink. "A :arge proporton of ail
from the building :where I stayed I :oer:ed
the bcucrn of ail `.li.:rru's worst proc;e.^s
the weaponsgoing to Latin Arrer:ca—un-
down on a s%vir.••T=4 pool •.wcere young,
are . 'e sa rie :actors that e.,M nits suc•
cesses: a u:.:cue ap:.ic :ocat:on ac-
doubtedly to ens up in the hands of terror-
ist and ;;uerrila being
slender, and bior,d human Scin;s
bronzed
geoS
groups —is exposed
ceasecessiy themselves across
compar.ied by dizzying :growth and
from `liami as .veil.
a parking !ot tilled with Mercedeses,
ch•'arge. Xhether it's the Positive things
Two of Miarri's biggest problems—
f BMWs, and Audis. to a -uric:pal park
or the ne ;atri-e things," says Jlaur:ce
drugs and the boat people —are part and
where durng every daylight hour the;og-
ESGL':RE FEBRI ARY :9e3
q
�S --121T
gers, roller -skaters, and c-,L ,con- nificart," says the L.S. attorney tar
stantly burnished their bodies as
though they were expensive, pre-
cious possessions.
Coconut Grote has many elegant
restaurants. and that evening I
decid-ed to have dinner in one of them. I had
spent the morning in Liberty Cin• and
the afternoon in izouth Beach. and the
i most surprising discovery, was that
they were both so much alike.
Liberr Cin• was black and poor and
rost'y young, of course, w•tule South
Beach was Jewish and -000r and
rosdv •ter: old. But -.what .inked both
places was a deep sense of isolation
from all that N1ia.:.i has become in re-
cent years. No cne in either place
listed crme as the rairi problem. In-
stead they :anked about -. e problems
of living in a city —a world —that,
however :ail of possibilities for others.
had no place for them.
Why,I w•ordered, did this restau-
mr:t in Coccnut Grove sudde:-;y remind rre
cf South's Be_ch =d Liberty Ci.. Perhaps
ur. zil I :ooked into the :aces :f the chic
young people at the bar and saw the Wu-
,, sion. much bigger .'an >li.ami, as innm:e.^.se
as Arnerea itse:f. that if ;you had enough
money and exercised enough and :were
personable enough and chose the right
possessions, you would never know the
I isoiaion of the ghetto• the despair of the
old folks home. You would never be lone-
ly, you would never suffer, you would nev-
er grow old. In ;act, you would be;ust hike
Miami —young as yesterday, up-to-date as
all our tomorrows.
Like the blacks in Liberty City and the
j old people in South Beach, the chic proles-
siorais of Coconut Grove inhabited a ghet-
to. Ttie only difference was that they didn't
;. }.mown. From the beginning it seemed to
me Miafri illustrated• more cleariv than
any other city, our American capacity to
conjure whole drearrands out of nothing.
Gradually I came to the conclusion that
Miami also held up a rmirrcr to that strange
Amercan emptiness that seems always to
pursue us no ratter how ;many swamps we
tort into cities of tomorrow.
Muni, of course. did not invent any of
our Beat rational problems. The problems
of the ghetto, of t::e eide-!,.% of :rigs and
:ioience, haunt ever: Amercan citti•. It has
just been Miami's ate. as with so many
other things. to have these problems come
like hurricanes into its'dye. Add to all those
probierns the Haican boat people, the bur-
geoning drug tramc, and the fact that the
Sz ai Secunr,.• crsis has ;hit :he Miami
area hardest because of its large popula-
tion of retired people, and you have a multi -
pie crisis such as yew Ar:ercan tales have
ever had to face.
How has Miami bore up under this
assault, 'I',e last yew years have revea:ed
another constant in Miarm's shcr. but
eventful life. This isn't just a place
the Southern -District c Florida,
Stanley Marcus. "You caMia—m-
j
is
too
in increased prosecutions." j
1
Adds
Adds Charles Runite:ich, the Justice +
Department official who heads the
thoroughl
eon in !.fia,•ru: "'.�'e haven't spited
Y
the drug problem, but we've shown j
•
Amenc,anto
how it can be ;managed." Watever
thegrzi long-term res r
aregrateful
h:3v
that :}:e}• no :pager `tare to
no ng
bear almost the entze brunt of this
becomeeiucriproblem.roble.tlher
na
Of all Miami's cases, the intasios
•
of Castros boat -eu-pie once seeried
lost
o$t serious. But clearly
paradise
is ; i and pi
is saitivug that problem, and practical-
,
ly everyone here agrees where the
credit i Sys
or
utopia.
of theGreater
benot
C- a m Cpr m er of Cor,rmerc..
"%l:arri's Ccban corgi uri.: has ccn e
an outstanding job of as_zL uizi=g - e
Nlareiitos." In lac:. nunet<• thousand
where —unpredictably but ine:itably—1 e
'-of Miarras ' 213.0r) `•lanel:tcs are now
hurrcanes str:ke. It's a place where. over
9=Juh' empioyej and rapid:•: becoming
and over again, people have dredged pica:•
' assets :o -"e ccrnmururv. \o ore'rere cos -
the .,cud and started building new lives
seders those C::oass
again once the stor~.,t has abated. To many
Castro's;aiis as assets to � e come:u tiny.
outsiders. Miarni may seem like a dcotmed
but there is the sense that the c:.rrarrrJ
metropolis. But to many Miamians, recent
minors;: is jaduasly being absorbed, too.
events have proved sorething else —chat
"The C.S. cn.:anal ;ustice systems is rot
this is a city that cart take anything and still
very efiic:ent:when :t cones t, an sc:i:idu-
come back fighting.
al burglary or muggnr.q," said one law•-
"Miami is pre,,aiiing," says John Keas•
en.°orcernent official. "But the repeat cr T-
ler, The Miami Newss pnze--vinr rig col-
j inai will eventually be cauji-a. That's
wrxist. "This cornm unity is suceessfuily
' what's happening .vith the Jlar.eiaos,"
absorbing the shocks of the last few years.
The Haitian boat people are arc=er of
There is the derrnite sense of problems
those cases that now seem much more
being dealt %ids, and Miami moving on to
like a manageabie probier:—perhaps even
the next challenge."
i a source of :,:cure strength :or M;aimi. in -
It is a sense you can almost touts in
creased naval patrols and U.S. .-iomatic
Miami, and the change has been dramatic:
pressure m Haiti, where nigh government
Though still at unacceptable levels. crime
officials have been 4nvoived tin the :raiiic.
in %liami clearly is receding from the flood
have slowed the atlux of boat people.
level of a year or two ago. In .act, recent
Si.•rultareousiy the Anmercan justice s: s-
statistics from the Miami Police Depart-
tern has neiped :i. zuEh the controversy
meat show a 62 percent drop in ,rurders.
and bitterness that L'. S. gover nme.n.t
and declines in the incidence of rape. bur-
treatment of tr.e Hwuans has aroused by,
glary, and robbery of about 15 percent.
ruling that HwL;ans heid wig out trial at
Just asi.-r:portant, Miami's crime problems
Miami's Krome detention center and
have helped engender a sense of com-
elsewhere must be reieased. -'.gnat star.-
murun- that has transcended ethnic divi-
ed out as an effort to stngie':re H.,i=s out
lions. "hire. black, and Hispanic organi-
for special discr mnation nag turned:: to at
zations last year united to lobby for
least a mcdesi :ic:or;• for fair -iav,` says
increased taxes to .^prove the cr :.ir:al-
the Reverend Thom-,asXe;n; of the
justice system and for greater cormrriunutt•
Pierre Toussaint CLO—OUC Halton i_enter.
involvement in antic=e ez;crts. "Franc-
«hat concerns man•: Miamians now :s
ly," says Lester Freeman, senior vice-
whether :he Hcitians. !ike other new -
president of the Southeast Bane:. `.A..
corners to ilia„u. •.%-W :sage .he .:dance :o
we ail feel safer."
make a positive zuntrnbut:on or cat. "Fvr
Americans are still consuming :nar-
:ears •.hie talked about ':.he C.:ban prcb-
ijuana and cocaine in rnind•boggiing quan-
;err.••' notes protessor Jan L.:yrer.. an !n-
tiues—and foretgn drug tra:ickers are sidl
dcnesian-born Dutch :rnmi rant who
provic:ng Arnercan consumers with what
teaches at Florda laternat:(,nai :_nner -
thev •.writ. But a concentrated oar by :he
city, "until peocie rail : reaaced :he
U.z. goverlmert and increased federal.
Cubans .%ere the i0iL•CCn. Toe Haivars,
state, and !coal ccoperaaon have divered
too. •.wa.,a :o •.wor, but you don::oster tnt
much of the dr.:g trartic away Tom Miami.
:work etiuc by loci: rig up." He con -
"The ancdrt:g campaign has been very sig-
,:eople
c!udes: "The real.:' a� ziu:i: s n 11iar ,
E-SwCRE.FEBE', XRY'.
�Ld 16
'S -121'7
yam{.
E,
11
is whether we will have the capaL,,ty to turn
crisis into opportunity."
Until recently, to regard Liberty City as
another of Miami's opportunities would
I have seemed absurd. Yet even there one
finds indicators of Miami's capacity• to
start building again once the stone has
abated. "There's hope in Liberty City•
row, " says Bea Hines, a columnist for Tie
i Miami Hesaid.
Tte main reason for hope in Liberty City
these days. as Hines puts it. is ;hat "blacks
have discovered the•: can make a dii-
ference." Miami's biack cornmuniry. in
fact. has come back •-im the despair and
demoraiizauon t..at foLowed the 19SO rots
to •Ain a sir r.g cf 4n-re:sive political "`,sto-
nes in Mia:a. One resuit: Black voters
deeded the ou.cc,,-.e of he most recent
accral erection. he blacks :rate shown
ev're back :n .he ;a...e •.«th anglos and
Ksparucs—arid back m the .;acne to stay,"
says one %L•a.mu poiiuc:an,
anon er hoper.:l :ig-n in Liberr; City is
the emer;erce of strong cc„anunir- lead-
ers p. T.,e most prz�rnirent of Lhe new
black leaders is Les Br -)wn—a .%1Jarnk-born
,radio =ouncer and fcrt-er rnernber of
:.he Ohio :esa ire. Brown re urned to
Miami foilow mg - -e :.,its *or personal rea-
sons ana :n a matter _-t months emerged as
t. e first au:herinc .)ice of street -level
black aspirations m ;:ears. Brown. who
now has expanded his cornmurur• orgaruz-
irg and his radio programs to Atlanta and
other cities. is generally credited with
acing r:nore than anyone else to mobilize
black voters and to irrase Liberty Cif: with
a new sense of opporturuty. His aim, he
says. is to "show even the street kids that
blacks can achieve realizable goals."
The delapidated southern reaches of
Miami Beach once seemed as bereft of
hope and local leadership as Liberty City.
And today South Beach. as ever. -one calls
it, remains a classic case study in the
urnercan :apacir' :o turn %nxgia wilder-
ness into rban desolation almost over-
night. Yet even in �outh Beach one runs
into exarnpies of �liarrs's most :seeing
charac:enstic—that faith that. if only be-
cause of its ne%-ness and rawness. individ-
uals can make a difference. perhaps even
:Hake creams zorne true.
"`A cen I carte down here. "said Barbara
Baer Caaizman. a New Yorker in :^,er earl-
si:=es. 'I thou#c m • life •runs over. ' Then
she happened upon the z�.ai?en;e thac has
made :ter a pror=ent !ocal :eader—and
source of hoce—in South Beach, as Les
Brown is in L.bem Cif:. "The developers
%=ed to raze the Deco Distr.z,, chase
away :he old people, and out up ^ugh-nse
monstrosities." sne regains. "We decided
not :o :et them get a•.vay. •.yith it."
Capuman and ter :ellow preserva-
;ion:s:s have won a number of batttes—
nci::d:ng:he creation of a federal .art Deco
Architecturai Distrct. It is sail by no
:means sure who rail) %vm :he war. But as
ZiL,IIRE FEMR %RY 1: 3
Capitman gestures to the rundown _S-
ings around her, she., does what so many
people in Miami have always done.
Out of nothing, she conjures up a dream
city. "Ad the ingredients are here to create
one of the most distinctive urban en%iron-
ments in America," she says. "Tee archi-
tecture, the geographic louucn, the peo-
ple. Tunis could be a •,ibrant cornrrurur•
where all kinds of people —elder!: re
tirees. young ar.sts. people from the
?North. people c om Lan k:.enca— Torre
together to create an exciting, h,ar^on:ous
commute.:.
It mi;ht be a paean not ;ust to South
Beach but to ••+•hat he whole of `liana
could be. Yet as wish Liberr: Cir:, e real
question about Souh Beach isn't whether
it •.cell be "saved."Just as Liber- Cur; con-
tains tome of Lhe .•host desirable co m^er-
c:al properties in Miami. Soutin Beach has
all the attnbuces necessar' to ::•take :t one
of the most desirable urban res.denual dls-
tnc:s :n the United Mates.
Instead. the real cuest:on :s: Who '.-dJ
places like Liberty Ci.; and South Beach
be saved for? For the poor or the elderi,.?
Or for those •.pith the bfgzest checkbooks?
U tliarni teaches us any:ning, it is that -he
great )uneccan success rnacwe doesn't
turd sandbars auto skyscrapers. It usuacy
manages :o crush someone as it hurtles
througn. Equally difficult questions lie be-
hind the battles Miami has been fighting
against drags and crime.
"We'll never really solve the drug prob-
lem until we take a more rationai ap-
proach." says Mate Senator Jack Gordon.
one of the few Miami politicians who
openly favor legalizacon cf marjuana. He
adds: "all we're doing now is ensuring the
marijuana business is controlled by crimi-
nal eiements, when we shouid be control-
ang and taxing it, and so we waste re-
sources that should be :used to combat
much more dangerous drugs. " Yet there is
no more support in Mizunu fcr :egalizaticn
of manjuana than there is for effective gun
conroi. LL',•e so many of the rest of us.
people in Miami seem to cherish that old
American belief that you can have it all: a
booming international business but no tile -
gal aliens. a little "recreational" drntg taking
now and --hen but no organized :r^:e. a
s-n for ;:our own protection. along %viti,, a
:ailing murder rate —above all. endless
ccnstricaon without anyt:.azg berg d�
stroved. and stupendous change %vichout
anyone sett -mg hurt.
In fact. Miami of course teaches us the
opposite. When a big, new major curt rises
up out cf nothing, you set both sk : -
scr aper s and slums. you get both the get-
ter and .he sieaze. Miami :ndeed teaches
one of `e oldest lessons about America:
no matter how much you Set, you can't
have your take and cat :t too.
But aiter all the problems of recent
years. 'Miami also makes something else
rnanrfest::hat people have an astonishing
capacity not just to create problems but to
cope with them and benefit from them.
"Mianni has been facing a test of its
strength, character, and imagination."
says Hank: Meyer, a public -relations man
who has been a major force in cor,rn u-uty
Ze here for more than forty years. Pe
added, in a ,udgment recent eye.^its have
.indicated, "I'm encouraged by the re -
suits. Maybe we re growing up.
NIM-MI. U.S.A.
WK-kT WILL NILV.NII be like when it
:i;ushes srow:r. z p'
:'lough the myl_` :at Miami is doomed
is a big one, there s an ecuaily big r. zh:
l;, Miami. for all practical purposes.:sn't
rea]v a par of the United States an.,more.
Some Miarru Ani;;os. the :ocai idiom :or
.y;.ite t-giish-speakers, have a bitter Lac
;oke. The :a-zt "resi" Amencan to :eave
Miami. "hey sat. shouid remember to
bung :he : aC•
But tin: t is One : rophes•: of doom about
tiliami, at least. that cer air.;;; never % �
come :.^ e. Of�fiara's total obs, for eVa...-
pie. 52.7 percent are held Dy whites.:6.3
percent by blac:;s, and 29.6 percent by
Hispanics, according to the Equal Emp!ry-
ment Opportumr: Co:�.:r scion, and why :e
�rnnercans held iiwut three quaver, 4 ..i
professional. execave, ma:naveral. .u:U;
government ;obs.
One has only to staind beside Biscayne
Bat anv Sundav afternoon and watch :. e
endless armada of sailboats and power-
boats go by :o realize an irtpor.�nt 'act
about `.fiani. Miami is quintessential.
American, and not ust beca::se -'-e num
ber of real" Arnencams :.here hacpens to
grow. Miami is quintessentially Arner-
ican—there is no other ceurtr., on earth
;there a phenomenon like %lia...i ccuid
have occurred. Nliz= is bot:•n AmercZ Past
and amenca Rau re beczuse it embod;es
what Amcrca has been about �rom the
begirxdng still is about, and probabiy al-
ways m nil be about.
Lyn a city as kaleidoscopic as ::'s
sometimes easy to forget :he tram point
T e chief reason Mia..i se-,:ms so "for
eign" :o man- of us these da%.S is :he sure
reason so -tar,•. other Ame: catty ::.:zs
seemed so foreign to real" A.^:enc=^ in
other : mes::he whcle :-.istor: of A-enca
is :he h stor: of "aiier.s" ccr-=4
whether "real" .:r:eress :led :t cr nct—
arc m the process pcth
us and Amer :aruz:ng -hem_seives.
In less than went: nears :he averaz;
income x a ref.:gee farnniv cf :cur has rise..
m tL�
S_2.356 :n .9e0. In ,Q 1 %1;a.rt's .ha:.._.
"on C::bans. iccordLi4 :o .1
eb=:ite. e_-rted-!bout Sl": big:cn. Inc :,;-
parson.:he same year :ne t!nzze 6NP I
Cuoa. and ,he:en ^ iiion �ars st: l
there, carve to about z13 `, upon. Miami's
1-uDan curr.munity earned S6 percen•
as much as a entire nation me:• nad 'e
w;
t
8 �.,% -12 i
is whether we will have the c-apac..y to turn
Capitman gestures to the rundown I.
capacity not just to create problems but to
crisis Into oppor<:rrun."
ings around her, she does what so many
cope with them and benefit from them.
"Miami
i ntil recently, to regard Liberty City as
people in Miami have always done.
has been facing a test of its
"
another of Miami's opportunities would
Out of nothing, she conjures up a dream
strength, character, and imagination.
have seemed absurd. Yet even there one
city. "All the ingredients are here to create
E saps Hank ate} er. a public relations man
finds indicat:or,s of Miami's capacity to
one of the most distmc i•:e urban etniron-
who has veea a major force n cot :Wiry
start building again once the storm has
rrents in America." she says. "The archi-
rife here for more than forz pears. He
abated. "There's hope in Liberty City
tecture. the geographic !ovation, the peo-
added, in a ;ud=ent recent events have
row." sans Bea Hines, a columnist for Tie
pie. This could be a vibrant commurur.
•,,ndicated. "1'rt encouraged by the re -
I iamr Kesaid.
where all kinds of people —elder;: re-
suits. '•fa:be we growing up."
The main reason for hope in Libem• Cif:•
tirees. young artists. people from the
these daps. as Hires puts it. is � at "biacks
North, people �om Latin America —come
NILA311. U.S.A.
have discovered the•: can ::take a dif-
together to create an exciting, harmor:ous
%i'K-%T WILL NIL�.tifI be i4e when it
Terence." Jliarru's black community. in
comrnurur:.
South
rma 1v:irushes srowi7.z .:pl
:'lough the ` ::.at Nliarni is dcomed
fact, has come Sac; w om the despar and
It mmzht be a pzean not ;ust to
demorai aeon tlzt foi:ow•ed the 19GU riots
Beach but ro what he whole of Miami
is a big one. there is an equally big
to w�.n a
could be. Yet, as with Liberty Cir:.:; e real
that `.liar.:*. for ail practical purposes. isn't
nes in Miami. One result: Black voters
question about -ou h Beach isn't whether
rea.". 3 Dart of the L'ntted Ste:es an,.'More.
decided .he outcome of �h e most recent
it wriil be "Saved."Just as Liber::• C:r: con-
Some ilia ; i Angios. the local idiom :or
:avcral election. "::,e blacks have shown
twins some of the r cat de able cc ,.er
wl-te English -speakers, have a bitter ut::e
they're back ;n the game .with �ngios and
ciai properties in Miami. South Beach has
�oke. The :a_t "real" kmencan to heave
Hispanics --and back :n the , a,;.e to stay."
ail the attrbutes necessary to :-take :t one
Miami. .: ey sad:. should remerr,Eer to
says one poLiuc:am
of the Trost desirable urban rer.dental dii-
brig :he 1h39.
Inc- er ::opera sign in L:oerr; Cir• is
tries :n the United States.
But 'hat is one prophesy of doom abut
the emergence of st:cng ccmuriunir• lead-
Instead, the real question :s: Who ••%a
Miami. at !east. that certainty never
ers;.:p. The most prorW.ent of the new
places like Libem• Cir; and S,:,uth Beach
come :.~.:e. Of tiiia; is tot:::: obs, for exam-
b1::c:; leaders is Le_ 3r:tr.--a Miami-bor;t
be sawed ,or, For the poor or the elderly?
pie. 53." ;eecent are held rip whites. :5.3
.�d:o a-sounce: and for::er member of
Or,;or those:tiththebiggestcheckbocks?
percent by blac:;s, and "U.ri percent by
the Ohio :ez sia.�re. Brcwa returned to
If Miami teaches us ant^fling, it is that the
Hi=_pamcs, according .o the Equal E- pioy-
Nliamj foilow.n4 -he nots for personal rea-
great American success nac!une doesn't
men-, Opporvan:r: Commission. and •xi-u:e
suns and m a ^wife:: t months ernerged as
turn sandbars into skyscrapers. It usuai;y
Anierc n;s hold ibout three quat'er-, 4 .,,!
the first authentu voice of street -level
manages to crush someone as it hurtles
professional. exec:uve, ma: as;oral. u::d
black aspirations m ;:ear. Brown. who
througn. Equally difficult questions lie be-
government jobs.
ncw• has enandea his comma unity organiz-
hind the battles Miami has been fight.: g
One has only, to stand reside Biscavre
ir,g and his radio programs to Aanta and
against drugs and crime.
Bay any Sunday afternoon and :watch .`.e
other cities, is generally credited with
"We'lln ever really solve the drug prob-
endless ar—mada of sailboats and puw.er-
deir.g ^ore than anyone else to mobilize
le.m until :we take a more rationai ap-
boats go by :o realize an urpor;,.!r,-, .act
black voters and to iriiLse Libem Cir: with ,
proach." says State Senator Jack Gorden.
about `.fia.;.i. Jliami is qu:ncessentia. y
a new sense of oppor.,=t•. His aim. he
one of the few Miami poiiucians w•ho
American, and not just beca;:se the ^W- -
says, is to "show even the street kids that
openly favor legalization ci rnar:juatia. He
ber of "real" .a:nenmris *:here hawoens to
blacks can achieve realizable goals."
adds: ".0 we're doing now is ensuring the
grow. Mianu is quintessenually
The delapidated southern reaches of
marijuana business is controlled by crimi-
*can —there is no other ccur.cr: cn -! h
Niiam4_Beach once seemed as bereft of
nal elements, when we should be control-
:where a phenomenon ::.the 1lia.:.i couid
hope and local leadership'as Libertr: City
lir:g and =aing it. and so :we waste re-
haveocrr-red. MiamaisbothAmercaPast
-%r d *.dap South Beach. as ewer, one calls
sources that should be used to combat
' and menca Future because it e^ hooves
it, remains a classic case study in the
much more dangerous drugs. " Yet *.here is
:what .- mcrca has been about �-om the
j—.ercan capacity *o turn vtrgm :wilder-
no more support in Mianu for :egalization
be6s^uig, still is about, and probably ai-
ness into urban desolation alrnost over-
of marijuana ::ran *here is for effective gun
ways will be about.
night. Yet even in South Beach one runs
control. L:.ke so many of the rest of us.
In a eft• as kaleidoscopic as Nlia::.i. i:'s
into examples of �Iianj's most of ectmg
people :n %I;a:rj seem to cherish that old
someti nes easy to forget :he main pcirt
characteristic —chat faith that, if only be-
Amercan belief that you can have it all: a
The chief reason Miami set-ms so "Tcr-
cause of its newness and rawness. indl"cl-
booming international business but no ille-
eign" to many of us these t_'ays is %he _amne
uals can make a &.erence, perhaps even
gal aliens. a little "rec:eationai" drug t ki.1g
reason so many other me. caii c:: es a':
:;take crear::s come rite.
now and :lien but no organized crn:e. a
seemed so foreig" to "real" A .erc=_z :n
"When I ca.Te down here." said Barbara
gun for your own protection. a:crs .«c a
.;ther t» :es: the whole ^ustcr. of An:enca
Baer Caciu- an• a \e:w Yorker in her early
iaHing murder rate --above all, endless
is :he :;;stop: of :,.ere.
stx::es. 'I thou;ht m •'.lie ,:as over. ' Then.
censtruc::on without anyt~hung being de-
.whether "real" Amercans ,.::ec it cr nut —
she happened upcn *he .::allenge that has
stroyed. and stupendous c::ange :%ithuur
and in:he process :trim :ilerrat; or:;-: n.5"
made her a prominent !oval :elder —and
anvere getting hurt.
us arid .-Unencamz g :hemsei•:es.
source of hove —in South Beach, as Les
In fact. Miarmu of course teaches us the
in less than rwenr: •:ears the arzra.;e
Brown is :n L.bem, C:r•. "The deveioeers
opposite. «hen a big, new major cx- rises
irccrne jt a ref ,ee farrsiy ci four has rise:.
•.wanted to raze the Deco Discrz-. chase
up out of nothing, you set both ink:
by l.,J00 percen,—:nor. ¢:' '_"_'
away :he old people. and out up hi,i-rse
scrapers and slurs. :oil ;et both the ;lit
S''".3 0 m :py0. In 19r.1 \li� la's ha i .hill
monstrosities." site recalls. ":`r'e dec:ded
ter and -he sleaze. Miami -.deed teaches
.:on Cubans. ZICCCrCIM14 :o :;
not to :et them get al ay '.:rich it."
one 4 t^e oldest lessors about A=enca:
estimate, eared �ibcu* S12 `;i:::on. it: c, -r.-
Cap,tman and :ter fellow• preser:a-
no :natter 'low much you ;et. you can't
parson. he same year : e entire 6 :P f
tion:sts ^awe won a .number of battles—
i federal fir. Deco
have your hake arc eac :c toil.
But the of recent
C :oa. and .he ter r iiiun .:baths sc:1
.he,re, c2me to about Sl t `.;i:uon. NEa='s
u c::dng :he :re3ucn, a
arch.:ecturai District. It is seal by no
atter ail probierns
; ears, Miami also ^takes scmethtrg else
Cuban community earned Sd percer.!
means sure who •.brill •.v,n :he .war. But as
manttesc::hat people have an astonishing
as much as the entire ^anon tilt:• had :!e.-.
_4t.URE FEERI: ;RY :. .
a
8C _1216
Sw -1217
As the old saying goes, Only in'"N .rica.
i On one level, therefore, what has hap-
pened to the Cubans is simple: they've
lived the American suc.:ess story.
( But beneath the surace, things aren't
'
nearh so sirr;le. Miami, for example, is
often called a bilingual cry. But I don't
t-•.ink I m..et one Cuban :.'sere who was per-
fect;v bi! ,gual. The old reopie speak halt-
ing ngush. "I Bien `ere are :hose in their
.:idd!e years —those 'rcm th rr:•tnve to ,
aft".. -five. These are :.he n en a.nd women
Aho have earned three generations of
Cubans h•om pe : We_s ex!e to ifuence .
through ceaseless work. They are on :op
now—ard, after dreen or nvenr, years,
ey n2v speLK EnSuSh •.veil. but sL: as a
foreiSs angua4e.
.end the chi cren? "host of 1 e vounger ,
Sererat:on speak what we call 'Span -
gush."' sa•: s one young woman. "as wed as
per:ect English. ►:.ere were eiecticns at a
countr.- club last month, and people would
star. making s=eecnes n Spanish, find
t`.ey ccuidr... and _••witch into rngiish.'
.
The ex=acr-..antra• tt•=g about the young
Cubans of Nllama is nct that they are F s-
pan C. It a at they ate so ut:e-ly A.m.er- '
is n except A;.en ar=crd their families.
Middle -generation Cubans have always
prided themselves not only on their indus-
u-iousness but on berg dicerent But as
the years have worn on, many Cubans in
\lia.,:i have begun to 'look around —and
sense :hat they. and especially their chil-
dren, are reaily not so different from their
Ang!o neighbor after all. One afternoon.
for exam:.pie, I •.•isited the home of one of
those "average" refugee farralies of four.
Here in one of those raw new suburbs on
the far fringes of %Uamu, where Col. San•
der s trdr,gles with medianoche sandwiches
at the local shopping mmaJ and kids arrive to
xatchE.P. on motorbikes w;th Cuban -flag
decals on them, ever., talisman of the
Miarri success stor: had been carefully
assembled —the big car out front, the
small sw1;_ dng ,pool Out back. the %%U-to-
wail carpet :n tr:e living room. the micro-
wave in the kitchen.
The parents h.ad built all -lids, as eve.ry-
&dng else zn >iiami has been built, out of
nctx.g. NIia.:i •.cas _heir horne. Habana
ups ^.es dream nand: but their son had
another horizon. "As soon as I leave
schoci."he said. "I '.%WE to go to.New York
and :,ecerne a •.inter." He :eft no doubt
t: = tale tans. age n wi ich he ••vsshed :o
write was zin.g2sn.
Cubans :aye ;raced the.mseives on --heir
dif erentmess cot merely out of ;ztrct:sm
but because *_hey beue:e, ;robab;% cor-
rec::•: that in some :vat: s d- e :• are superior
to �^erc ns—especally .veep it comes
to ,uch as respect for tracit:on.
:eu., cn. and ^e farm:.
Yet :he divorce : to among `Ezrns
C.jban.s, even tnou;h they are over-
Acep ira hoi:c, !s now icenccal :o
the ai:rrce rate among E-. iish speai<ers.
Parents complain that their chi:dren'N
forgetting not just Spanish but the old way
of ffe, and even "Little Habana" is becom-
ing a bit of a rnisnomer, as some Cubans
are leaving downtown and moving to the
surrounding suburbs. Miami tray seem ir-
repressibly Latin. but if you know Latin
-linerca, you soon realize that the Cubans
here have away of life --and have become a
kind cf peopie—that never e:asted in Cuba
under any regime. As always, Nlianv;ust
changes too fast for the conventional
•Aisdoms to keep up, but I think: it is not too
ear!;• to say that Jliami already has crossed
a new watershed.
Cne great drama —the drama of Miami's
I.tinization—already has reached its 6-
max. An equally •noocta,st drama-4 the
Americanization of Miami's Latins —has
already begun.
Al he world now recognizes '.•tow the
Cubans have changed Nfiama. But what of
the effects on the Cubans of t•.wenr: years
of color TV, freeways. supermarkets. and
automobile romances?
In the future. Mia.;u, no less than the
bided youth of Coconut drove. will grow
older —and. at the same time, other
Ar:encan cities will discover that'they.
too, have a lot of Hispanic voters and that
there is big money to be made in foreign►
trade. Miami will become more, nct less
"•.rnerican," in part because the rest of
Arierca will come to resemble Miami.• but
also because .Lliatni will grow more and
more like the rest of the United Mates.
You can already see it in %liarrii—the
act that. for ail -he foreigners and inter-ta-
donalizadon, people in `liarti have wound
up doing what we Americans always do:
they've taken a wildemess and created
both leafy suburbs and concrete slur :s.
They've put together yacht marinas, sky-
scrapers, and free -,ways, and, like the rest of
us. they don't have any answers when our
illusions of youth. of happiness, of endless
upward progress unravel. And yet, the
other really American thing about Miarri is
that, in spite of that perpetual gap between
e American reaiity and the A nercan
Dream, it aU somehow works. Beneath all
the surface chaos and turnult you have
direct -vial :e!e:)hones and the ru!e of law.
However "Hispanic" Miami becomes.
there -vil -ever be a coup d'etat.
T:e reason :s that Miami—br all its
exotic ne%vness—reaily :s too thcroug^.:y
Amencan ever :o become ;paradise :ost or
any kmd of utcota. In fact. you have to
come to a place like Miami. seemingly so
"fore:;m." :o appreciate that ertr aorcmar•.•
power. :J'Iat ail-per:asive—almost sub:er-
five —force of what can only be ;.ailed
A.mer:can c,.iii:anon.
GOODBYE, `lL-01I
SOMEDAY \1LA-Ml. MAY be less rnelo-
dramatx, more "t,•pical, " even more unre-
rrar;-able. :mm ttaable, than :t is now to
both Miami's detractors and devotees.
But, as the old-timers say, when that hap-
pens it won't be "my Miami" anymore, as I
realized one day while visiting an immi-
grant family —at !east it won't if Miarri
loses its capacir: to make dreams, ail sots
of crazy dreams, come true.
On a corm -pater printout these immi-
grants would have corresponded to many
of the newcomers vcu'ye heard about.
They spoke French: they'd arrived think-
ing Mru ia-.-as a land of opportunin--but
the,., weren't Haiti ns.
Lri :act. Hugues de Rochefort. is a French
count, and `e and the countess were giv-
ing :re a progress report over :anon at the
goif :!ub m Kev Biscavrie on how trus par-
tic•uiar u*ttigrant faruly •.tas doing.
•':e've xept the offices in German-.--,
France. Brazil, and Nlex:co," De Roche -
for, --aid. refer ng to his interat:cnal
ad•:er.•sir:g na, i, "bu: 'tlia.mi is -Ieadc=r-
.ers for wo reasons, it's so centr:iLy :C-
ased. and we:oye it."
Before dr vinq over to lurch in the:r
Bentley. the De Roche:ec'ts had shown rre
their ot`ices Ln Key Biscayne. "Here we do
with commuters and word processors in a
day what a took -is a cr--:)ie of weeks and a
I cmful cf drattsmen to '�o in Europe. "De
Roc; efor. said. "In :.alf an hour •:ou'r ..lt
the airport. and befcry :ou know a y-;u r
in Caracas or Rio. Te main d:rference b,,.
tween Miami and Pars is that uhungs move
so much taster here."
Like so :nano Miamians. the De
Rocheforts hacn't;ust `urn, ished an c~:ce,
they had ccriured up a dreamiard. all
sech white and shin, chrome and KLss. It
locked like a combination ci Star :t';:rs anal
the Beaubours in Pans.
De Rcchefort showed me h e prde J
his office. It ups a modern mobile sc:::p-
tune. The thing uas as hard to describe as
%Iiarni. It was a urrinu ri glisten aid trans
glitter: —that is to say, both scratchy and
shiny, stylish and base at the sarne
The center part v.-as circtaar and bract.
fluke the sun. But attached :o :t were a
number of unwie'.dy weights. T,:e octant
started the scuirture spinning and, once it
was spinning, qu:c:dy stood tacit.
"%hat I ike about :t so much. " exp!ained
De Rcchefort as we watched it hun!e
round and :curd. "is :fiat once you start :t.
you can stop it. T ne notions are not en-
areiy random but he:•'re unpredictable.
J",1ey fouo•.w a :o:;:c but :.'s a logic you can':
always :cresee. .
We •Aatched as :he :eater spun and .r.e
weights ;,•rated uri ever ' : direction. Scrne-
times there seerned to be no pattern at J.
Then e:•er:.^rung would star. :,bratr ,4 it
once. Se•:eral :.line_. for no aprarent rea-
son. it reversed direction.
TIie -arrn thW^q was izesisab:e. I toad
the count hat and asked :: 1 could s;;:ri ...
"Oka•,. said :he count. "But if
you don t catch :t.:t':: r.p fain: r .srn ,
It ^hobs have been an enyon :or a :he
u•turiin5 :ascrations .4Miamni itself. G
E_`QURF. FEiIRIL ARY .,;YQ
"N
05ft � 7
FIE HS
LT-_
In a nation that loves to put its people in niches, yet another label has
: been coined for the "backbone" of U.S. society in the 1930s. -
oc ;':� t cn:i g of ;, . -� * . _ r.� . _ ace. "
.. _ _ _ -
_ c_I
ne �acvocc a S`' ,.;� -� t:.a^. ,L e' in the
a neais C:
%v do,
�hA -ti+ �..�:+ -_ _ -_ ti'wr'� ' � _= _:s r := may I in esserc the ne•.L• crl-
a:- C.`. s_. ':■ �^•-_ i? f.'ii �.'~`: �yr�37S 1:e t.:e:,J:,.^_,' i.1: C,:—
_::iS a_^.0 �' :-.e:S C: �� .. T ••y ••o -� s y `_.. Fir i t-':'a"�^3.4 -DJCW 2T.^._::aC�a
�o S--_:a: .e3.. u. ,.. icy ``1r,� %1 ► rye'— a.ffd-w.`_:. CLL-gave
.s} "'c1y%rs•��y�x.+ u�
1 --'-e vcur .....::.• •ti'.lrT"'ti.-'ic„-j.t�"�- s .�. "4`�"e*:q ...:E'S'aiCn:." _:1:: a:. -7
�_c•a_� ad;..-; w J :o•• ':�.�- 1C�,'- x-r..'-�,�,�.:,;:•:'�"-�?•c' A.s`�''-R•'r•'.:-. E.e.►.�--, •A _ _
-- •���_':.��!:'.-�:�v,,•�_ -•.sue ,�'_� s'r+- -" -'S_ a--s-= �-
-a`S ..'��t .:. l:.d ,`�+-K•-�'t,'r1`�:{`• �i.a, i f�� tML•+ 1«�•M.0 �'•JTi- �^..� 4�"..'1_ :. -.i :=_-�5:� .;.J.
! �'� �• �r%•� t v"{ .`-RA':f^
w.:�.ylj•cpi.�y� Jr`J��-���.•in �:�:� ..l,.C..='�:J.
t "ir r .y
• :i.:.,._.:5 :.fn.:fie. .,. •:C? ;•i't'.'_ .` ` � a-.tiL. .y �^ �:. "� •:L�•`�a'.:i•S�. to as '::S:J•.:. •> ":: -�.`
'_ =.:i`... _,. i:� ... , ;1�'1 i�r • �••;C fir.. '�C-;'s :...ia• ,a r;•-.? . -�,� C,- _..... =c .,-.- J -
ia. - ..y. t�"; :J1 -t .' • �}`_�. R •'i j:►'- �1T:1 i'. ,-s=._T -
F.
CC:1: :yi^. K`�f''•��•.'�r '-_ �L�.r�-!4� << SC ''S
a6 e: -e:s andZCnV
�!s_'s:..: '� ..t -�'-`- -_•� ,�/:, ` , w•.^..:y,:�:.:rr!�.:t'•�a•.'•'ti.5.` :.._
' ?: _ 3^..:5,:5 L' :J 3: B :w -+ram'` ��� `ii✓ _
- ^vace iL
S _S, :i e'S C-ea :S and 7, ;► �'3a1, 'fit Ciot: eS but :-.c,, :3''.7 ^:"=
_ecKs. ..=:,,�•�c�•� ��`ts�}';;t;�;"'�:'.t�?}% ' ' �j. po�Ler or rc::�e.
1 ...e a:e = =C::a: L—e- �t `ar•' ;'� yti��. ; .�3'---rC _ ..`r74 33
i C a -' . ?L' axe 50 :La:.Y� { ,� - Y'.♦.j"> } j\ �r the C3Ci C'n _. :tom . i :•
:.L.:.. ...�raiM �11a��+r.T ,+•s,iC�r�•':.+1✓i•I',Srs.-r `•1''�--.'. Wy
ore -� ci ;,Y fi7,: tr:," s1;:s �Iar, Cr.. .,g
the � z-esi zere:ason in � `•-.�= ,{�s``" .3 S:=ate hara, a 30- e cid
Awe can :istcrv• And - t' �� '-%Zj•:� : �. f ;! }; W - at
�. -..t--' '�_ for ,. e ca:. a _
' :•e L' :aze dir.o er: because - Y� ,.-7t „ a' �'r� ram-.... �' '_. c.�,�,:: •+�••- _^ _
i �- ' ��i► %3I_ :2 C3:,V DL mess CC ;t_riz
:e'• Flair
:" •es2. 3 :e'.L' _ ..- - i -� i LJui not 'Li .'1 3 �. 1: C:e l: Cr
Ct
�.- :-�''a .s.
`1 "':1'. ,a: e3 .+C• •: = � .. ,.y-• '�' •:S,-e�'i�i,`SJY a: ��s�.�, ` �, i�.i1t makes th t.... SO
:.L .. _•. .a• zti�f+r' .G�' ' "t. -r• `'b^�!� + % CR:i:IP..^ to j.' :. �'C: S
rorins` ranks --ma :Y la New miccle Amersc3ns often t3Ke`more satist3c mn in Camaracerle CC event _'ng fTCrn c:..G:•
se~..c�,c�> '.than in the time-consuming pursuit of status. - dates to cosmLncs s t at
�m ou: ypost ndustr'aI -. -..... _ _ . _: .., :. - ; thev are "I»e most d_e iv
ec^^omV ".ev are ruccesso:s to the �aditicnal blue-collar indi%:dual:s1_cgeneration inAmericaa:.:stcry"acc^ ^ ^,:o
w•cr.Kers," sa•.s R.inh nubiia•se:z-ice professor at Wilhite- ead, a Demcc:anc ?a: v stratens:.
? ,.~e Crave: v cf Massachusetts. "They cor. :.ue that work- "It's a new kiA-d ci ce:uea'acs reco: ts Fz :_: K:.: --he
. _:se cie, wu: -"-'=:all. anto a si5n. cart de;.ee polls- J. Waller Thompson adver::si:.; age..^.c•: w:.ich : as j us
cr.. :ev are rs: a d::e:ert breed."fir:ished art extersive s^udv cf adW:s born t fin u,.d
«:. _-eaa's)bservaticns help to for--n a 7or`alt of the 1964. r��=;;::^c« :f`dirdu���'^
new-ec :ncied by t � .Veus :{orid Report 6c Tr: •_� �r �^:,, cn cr.2n �^ -e " _" - ;, .0 S, cup arse ..
r^ 'a,r Lz:h a Cst of soc:oicTss, bus Less anlIvsts and liberalism of the 1960s. It would ne a niistai:e to say these
pc: =cal :cier.=ts, as wet as f-cm -ever-mment and prvate groups were rerumung to strct, t:a.^.isonai ::cues a ear.:e.
.:d t sz. - .e:r de::tograp. c prorie issunpie- to 40 years de:.red by the Republican vs. the De noc:atx parses.'
C,C, L ^^roes be7ween �' . ,� 0 , ;d iY0 �1 a voar. acus.. Econcrrucally, -hey 1r.:ens
aIr ie- 'hems yyet their vain y "v
•`�_ '" es are b no wears :•:ac:^c:::... :n:-�• ' us.
business eves :;^.eu- 327 Most aren't TV addicts, thou;h *_ ev are ueti :tea :a c_::a;:i
j c� cn do -'us uz - - power, and poiisci=s shows. They make purchases prirarty
1 covet he-s _.cut
:ev s.nt ci whim. Thev are skepCcal about Bove �nen co:rcrzr:,rs,� e
are the =4a ciggest group Jf boomers and :here- indeed all inst~tutons.
fore are ver., irn per tant," ays Joe Trippi, a top strafe;.st for To business, because they barcain shop for qua:ity, ne•.f'
the Democ:at:c Parry. "If we can start moving those voters collars are an elusive and not full;: expp;o:ted :market. J.wnes
U.S.NENS & YVC PLO =E?CAT. Sept 16. 1.995
I
Nfcl:innon, director of market planning in Lhe rh� maybe several years later. «'hat you see i3
L.S. forNissan Motor Corporation. says, "Derno- the slow but steady pene-ation of Lees
graphic projections tell us Lhey are doing to be New -Collar values into the new collars."
=r3.^^..atc buven than thew -arP� -:s. — l terse , a ^- '.,..Chris are socl?!Y's
Ls pc tecs, r ecause tZeti 5 an .tit 1i e aEr z^.c_ Look
fKi mainstays in virtu + ;yev j_-c;Z.. toK„ n ar d
to rr:,- -: ►ns o- -a-ties. thev area cr.seal su•in3 r..,►Y har�et acr ss :'A rn tnL-tiT::e� account for
- ----..
'biccthat can dec:ceelectcns.Republican zoiits- j SI —cep; of all c:erc _xorxe:s, S^ per -
cal censuitant Lee Arwater notes: '-A -hat I':aoiail blue ccaar workers and sec=eta:
see:.^g is anew ;dnd of t. azoed .krner'can in L-•is ` ,g;r ies. 5� fierce^i of t .fckersy3Lpe_c ci .
ace z:cu Tbis enerarcn was basicaily +== `----H ae. --t
1 P g r_ cep ruler ope:ato1s ar.� 03 y_.ce.. ct
brouc-:p at a t-^e when :here was tmcrec '` � �s��, ntc: ^s. c^cr�:�- to cvernmen•
dented �: isrn. Bu:^anyso called: e.v•coiar s:• .._ -:� - •;e I o!= a� � �, say .:.ese. w•,:,:CG,_'i..ye.^.-
vcte:s are d::.z cut far the .rst tL-ne that the -i' l'�''r" ='"� tr �-
cars ace_ t roars adi. -nal values he• by
A.^ er can' ea•n s�_il not --crk out :he way they ' � �` Lheir parents, such as a cor-uui=e:: to
L cu:^, it weuid.' A:.vater pzed:cis t� at rising Fan�ns fa -oils• hind a Ya:^otic attitude icu•ax- the
f: s,=a=en amcnz -he new work r crass-"Lhe S nay :
z . - - cn. "I have , teals c, cc:a�.inc a cer-
pcp ..ills of tic _r sv"-event::aily s;^.il pro- _Young Workers by Pay tain :et el of weir except cisic pee of
duce an antes-ab::s :-neat receitcn and a tax (ages 20 to 39 in 1984) having a house an^•cresidi.z for my far n-
revci: perhaps as soon. as 19-5-5.--- - -- iiv, says gill F:a.c :.:.i, a ;ea
_`.��" _ :,�-..:�;�.•�.: - o�c teat: e: uz �ora.nce, Ca,.lr.
LA8_LS. Ncsv, ..=s rc.:p cf.k=e:i- •-v� �;.,:_= '�--. But Li �• -
3etow S15 000"=' .Over 530,000 blend sucn ece=s
c s :s: p :cr z acs. And evert•bccy's , -
-- ^ - - ui .h ccn:empear rea:i: es, n•
l i_h
c:ucir.z a diverts rase a
3.r. .,�,t t Y _oc" for :'•" 'mot ,, r.-_ _- W . o
_ S1:.000-S30 c:e ; _..massive sent al
:5e :.- ip: e :C @ .lr es. Ct^K• t-;•`� v� - ar.d t' a tht
a--e--`-cr e:s. Ma:.y have• _sop .:s: car•
' =•= .� c� ��z^ie -ei� 'vim Lr„ �"..� ed ::sties an the.:- ::e s L.d
eIr '- c:r �.� are in a icr.: to ac ieve :: a •-cc
-e out^cat :o c' -•r tt- ! u fc� .
tu_c:e, Lha: uo:cs::pus act r.ya =� - ^ GdUir�t���i too, ::.a: e: sc.-e-_mes are y`
for }•cur;, uctta: dlv troci]e profes- ' _ _ :`'�' azbi:ens of tastes and s:s ies for -
sicras, esv out of :.e 1954 preside r Ot every 10 riew.Collar _ .
n- .5 ^ Workers in 1983- - older ze^e:act :.
tai ca.•ncaizn as aiiticcs at. *• _.
P They are pa� tint and r^_-
tem=:ec to ;dent ry and :each __' '-
�• _ _ _ _ _ spec: auLnotir:, but d:ey are
u.eil:educa:ed ycurze: ecple _' fi :.L th nts
r ,r more Ube - al an e� car e.
-a social srratu--a Lhat once had on Ssl:eS sucn as abcrt_cn, pre -
liberal lea:anzs but is more con- Ftra aai sex and ma:.;usra use.
serval-, •e it the gener aeon• - . ' :. : r `'"'z r•r► "Y. _ T:.e �atv-c^ la %vcrke:c
It is a pecjLar'ty of label � L �:.
quen:.'t �::.d that L%e-
that tihey are perishable. But F"~%'• . ;t ` =%i- _� cial weil•be, _ .a;.•�: - *, _ `- ^3 is precar:ous.
w'.^.lie they last, Lhey can have = 'sa ?► +`� n�~ti• "r ' ti► Wiltia--n McC ea& director of
prc:ound ir: tact, as has been.' `:�.s the c•:i:ural-olumiism re5ear_.:
seen Lhscua :out the count-y's center at Lhe University of Ci i
history. Tories, Nfu5 vurn-s, 9.2 finished -- � she'd _ cagc, observes: 'Bern r^_iddle
w-� '-:nos. In h ' S.5 at'ended '3.� fini _ s g
I{.no c ^atcn of high school college :'-" ==' college rn art you had
nations Americans have la- = _._. _: s _`•'_ class has a a.. some
_ .. �.; .._ .�: = property and same dear ee c
beied each other by ethnic Y'""a"^-'""��5="=''-zR
group, pciitcal stripe or eco-
no Tic status ever since the Revolution. -
• In this century, Fr ank:in D. Roosevelt decried the "eco-
nornic royalists" who opposed his policies..A--d for a time,
the idea that there a cs:ed a coterie of seL:sh ali''.?ionaires
gave a sense of brotherhood to the have-nots dur:sg -the
Great Depression. In :.he early 19 0s, Ric hard Nb:on and
Sci:o As.-ew spoke to the "silent majont•,••," givinz feelings
of pride and purpose to those alienated by civil distur-
bances of the times.
Tq:-:ay. the E us cn :.he t. uccie bracke Liswar.L�
IIaf •:nose young st^ve,�-av be outnum-
bered by about 3 to 1 by the new collars.
CLASS PORTRAIT. Tneores about the new -collar work-
e:s by Whitehead of the University of %fassachusetts have
Provoked widespread interest in Washington's political
ec ununir%. As he e.=iau s, '"I'he new collars aren't so
much the young people in the baovv oocm ;eneranon who
put on the snow we call the Sixnes; thev're the people who
were at home watching it on telet•ts:on. Butt eV were
p:cK;:-g up its influences and acan3 on :hem at a later time,
60
rmanc_w sect:rty. But L-ts new
- - generation of the middle class
is learning that they have to wcrry about ;obs. They -have
trouble paying their bits, and Lhey can go broke. Many
have trouble seeing how Lhi.gs are going to get better.
They are on the edge."
.• :, •^v :nc�tre -� �Q�x:;;�o,.�;.,.. n-Lher�rr:a
�^^� �: "�•�^.a Pve:� •`:e casks.'• saysS3r:::.�;J .
^ how:tai ale-�c "I -�,s�� : �cs es Pr.t��d_..t-•l
tamerriny' " -'
They work hard bur are notes obsessed wi_:..^.s:c_,�s Is
are the t•u;pju-and lhev re;;sh their !e=re c.^e..kt ^e
-'Fop of their reading lists are Peepie�,.azar:e.c Tr'
Gil:,.•' '"hev often save tn' e'- rr h ro-earned dcUars to buv
'Vzccocass_ette recorders and use th,ern res ;ia%y:. r nqme
watch rented movies such as "Raiders of ::se L.: st Ar x., _
"The' r-ss:riator" or "Flashdazce." cavon:e ;'-' shows ..
truce "C:�eers,_Hit7 5tzeet Blues ,""The a"i2 Cosov Show' and "Nicndav Mont Foot_"ail." -
s jFy of these un yog .kr-nencars ?save been d:sap o i n : e d
to find that a coileee
.----
e de --Tee ra aevr!- ci.ar oo ocio ::nt`,uoraverthan:al sec ^rbguarantee anuenc
5�
percent of tFem nave someiu,-'her educanon�bui m:Lzv
U.S.NEWS S WCPLO REPORT, Seat 16. :385
8r., -1216
n`�
Mck. .non, director of market planting in Lie The maybe several years later. NVhat you sea is
U.S. for Nissan.Moor Corporation, says, "Demo- �f t the ow but stead: pene=3bcn of S4
graphic projections tell its ihev are Going to be N>riiY01fa values into the new collars."
c•e ^ra.'-^atc buyers than Lhei-
.iT—a" e:-
etieo �^ are
Ln pouccs..ecause LZe} Sazt lttia aii��k :ainstays ate',
in tiirru�i;t teTc:: •. t;wn and
t0 =9 "`^'?•ls or ^ar` es, Lhev are a c: Sc= s-wing h3S^ et aC:sc t 7- T;.ev account for
-�icc Lhat can dec:ce eiect:cns. Republican poiin- 1R! 92 ce•�e �S 7 of all c:ere l ucrr:e:s, 2 per-
cai ccrsu:tant Lee Arwater notes: "'A ;,at I'm cent C't ill Clue-Cc:lar wori;ea and se
se�..^.3 is a new kind or t tipped Arne^can in It . s ` +� lies, 5- :. - -
e re.-_..t of =ckers�5_`re_:.^ ai
tic gaup. This genera;ien was basically ,._. ecru_ _ - -� pater operate: s a .a o3 ^ercent ^
brouc: t up at a t1S':e when Lhere was unprece- v' i .�,'S�' r f:1C'i^S. Cr^ `$ :0 �Ot'e^.^�'.^.: ��r _ cs.
! Ce.^.:ec CC L: i5C1. CU: ^.•a:.V SD C31ieG n e'•t'•CCi:ar i ' `-s =� �' �1: .^.B:S saV �.e5e nett .:.idG,2 `_ -
' ;=
tCte.-s tine »•C.:hK cut or :he :2:SC at e •^.7 ~ e --h ::: '��= i ='y.� ►�. •: - • � Ca.-:s aC,ept r^a:^.'•' 3Gi..:ra1 Y3jL'CS . CV•
i A=encan d: ea•n :ril not uo:k out the wav they += heir parents, such as a cor mitment to
it'xcuid.' Atwater precics --`at rising Earnings , family and a pat-cdc att Laze toward uhe
•us
I fr:-at:cn arnc:.g the ne,.,- trerk r.g class —"Lie ,_ _ -. nay cn. "I have ^o ;cais c. * c"ai^.in: a cer-
( pop ;s of ;c :rCty"wn-~: ;lt •x,;l pro- _Young Wotkers by Pay t3ia :evei of wea::.7 except czqc :needs of
i c::ce anen::ebeilicn and a tax -(ages 20 to 39 in 1984) hatir•g a house and prctidi:.g for rry farn-
revci' pe- ps as soon as 1: SS. - - lily," says i3iii i : a:.c.:.ni, a : ear-
._.... -+-tee
_ ^ •`4��i: �•:`� :: old teach_" Ln 0—ance, Calif.
I LABcLS. \ctc, :5 z-:i= ora
" o - •:•+.r� ;a• :- Vs.= _ b .. `t
c_rs s 3etow 515 000~ = 'Over 530,000 ey' ..:end such prece^:s
( _�,... � acs.yA.-deverbc`t's 1-..efo , _ ..;.- T-4 u; ^
_.•.,. L`1 ccz:e ccrar• reap.: es.� i-i-
�.a,b •.41 mil. .• S 8rriL �...-_� -- j' 'YuQp�e c:uc::.3 a Li;.. d:vcrce rate, a
:..--se •.t _ _ ._��L��s�~ S1S 000-S30,GG0 �.. we-e ^�.�sslve sen:I cr.:.i;e
:. Lc etc ce es. tck--.:':.;'•_.,�:- _ �iEW /1O�T8f5 '' ani 1•1�o-ace^
�__•�,.-�=—=-�•�..�o-,a..^.i�3n-..E..C�_ sr .��..� -•• ::'f'i iTiiij.�r+�`w.'-� � eJS. ..�..:V :3Ve ...... _
e SQ_...�..:a _.
;tines than :-he:: pa: en:..s .L.
_ are :n a u : to a::ietz t:.z ;-cc
�: e out^Xna, .0 co wiL '^e a _.w _ _ �t :i e. lta :n A . e:::e hy^ cc.
i u:� e L':a:::�ic.:;pus ac:cn�;n - :'._ _ _ t .. :--.>~_ �..�.
Education - -••a' es are -a
( for ;noun-:S, _pwa:aiy t: oche prcies- ,::;r r• _ '= arbiters of tastes ante s~. `es
sicra-11 zrew out of the I954 ^re `� 0f.every`10 new -collar. _
s:cen- older generation.
ca._paizn as po;.iticcs y at- workers in a '� w1983--_
- ,:. They are pat cite as-.d re-
ter^ :en :O-Cen'.rt' and -each �( r. ?: c. spec: 1i1' :0.^.:V, but they a.: e
Younger ^.eC:e '..1' Cr" �7@:11 e=r ry.>n ts
--a scc:al s.: a =-n that once had on iss1 es S:1C.^. 3S aCCZtC i, pre -
liberal Ieaa.czsbut is more - Y ::''4! con• : =ti ma:-.tai sex and manju=a use.
se^.•a�.t'e in tl,. g^eneraton. i �. =��' � ��± %tom T:.
'? ^etY••_.�a tL'C'KerS'
It is a p of labels �•' 'y�..: quen--d that L:e: .sat.•
that --ley arepershabie. But " ! ~��?� }3. s -fir clal weU-oe�-; ispreen: ous.
wnl% they !ast, they can have ='� �,. '' �'•>� Cu:ec: r .f
". t .;=^ •�_ ^ f`. _ Vie` ?lily:' NV iia.•n McL:ead�:,
r•c.ourd i.^..nact, as has b e Q ^�- !'=° •,; - e n - _ ('- Lhe C;:l. r3l-slut aiis:a
seen ':-zzuz :out the count;v's - +_f =ice .__� center at : e (:.:ve:sity of Ci�
histcrv. Tories, Mu5.-urns, 9.2finished - ^� : 'Bel.-1
In a nation _;3.5 attended ,.�3.�.finishe'd cage, obser:es:�' g
cn of high school ».—• -' �: = des has aea^., you t:ad so::e
nations ;callege _- _.college
, Art e:icans have la.
..,•-•:_• ....::�'_.: proper-y and sc^e de^ee e:
ethnic e
bered each other by th - ---"'�sva�;-;tee -sr•� �crY,;�. _ _ -
Ena 16a! sec.:r::y. But this new
group, pcliCcal stripe or eco• _ generaton of the riddle class
no.ric status ever since the Revolution. =• is learning that they have to worry about -obs. Thev,have
In this cenr.:r•y. Frank lin D. Roosevelt decried the "eco- ' trouble paying their bills, and thev can go broke. Nfa_^.v
nornic :ovalists" who opposed his policies. And fora time, have trouble seeing how things are gpins to get be.----.
Line idea uha; --here eCs:ed a cctet:e of se sa :tiiLonai:es Tnev are on the edge."
gave a sense of brotherhood ;o Lhe have-nots durzg Lhe " ^ - t inc�rre
Creat Depression. In Lhe early 119 1�n.-o e...n . e� •4 c
Os, Richard \ixcn and _.- _ teal ,. a paslCS,�•_aYS_.1.1r.::.�j.r.;:.r._ 1
Soso As:.ew spoke :0 Lhe 'sheet majcrn• 3ivirz feelings C^.:s;,0 ho`snitai .er' 'I zz .t
of price arc purpose to :.hose alienated by civil dist•.:r- t�enr..v."
bances of the mes. Thev work hard but are hots obsessed
I' Tc.�_ay. the ^xus on Lhe yuppie bracket�uar' are the t t -
eref .� =T'„� �_ ! 'uF;ues--and �.e reiish their !e:su:e y.ne. Alk -.e`
:s_:P �'e •"at ...ese :fur. st^'P;,:.a} be outnur^- top of their reading lists are PecFie�.aza�_.e_z:.c I e
bered by accut 3 to 1 by :e new a `"� -
e collars. Cu:_.'hey of -en save tne:r .^.arh•za.:.ed donnas ;o uv
'vicoocasserte recorders and use :hem re�� r :oat_ tonne
CLASS POR -MAIT. Theories about the new -collar work• watch rented movies suchas _:I.Lders of line L--st .1L: i:,
ers b White.head of the University of Massachusetts have "T.:e e,�`rri_rzfor" or "Flasada.ce." cavor.te :Z' shcws in -
provoked widespread interest in %�'ashir.gton's soli^CCaI 1 e�C ee'Sl I::� St7ee: 0iL'CS,_"T_ t' ^^l.l C� 50;� J l: tt'" -
ccrrsnuni^:.As he expiai,s, "'I -he new colas aren't so and "Mcncav Night F.c:bail."
reach he young people ul --he baov-poem ;eneraaon who , �Ta`nv of ese yours Ar encars have been disao�oir ;ed
put on ;he show we call the Six.^.es; thev're ate peccle who to find :hat a coileee de�ee aria Gentn aroo 36 r �c
were at .home .vale.hula it on te4 7,is:on. Hui they were guarantee ati% ence or even :ir.anc:.1l sec::n^:. k_-Ouc D ,
pic;ung up its uu:uences and acnng on :hers at a later time, sere=n Felt ^sta some �u;^er edi cation. oucin inv
---
60 U.S.NEWS & WCPLO 3E?Cnr. S20L 16, .365
Sw —1216
Sw —121'7
B:.d that their college staining has little application to -
their c-u.:entjcbs. . ., •••. - ,----.;..
"There are just so.many of them that they are
ai•.ra}•�r :._^: e�,�_:; eac.�.n�,er," sccioiorrst ticC:rezdv
saes. ".knd A eats up a let of ti.:.e, so tl:ey are locking for
people who can do :cr•et_ ing for then —serve t4era Fast
food, do then bcci`ce•�� rz, do ::heir Financial pianning."
They don't have he money to rive very often at :csc.ie
�_u�s-or • , a� , i:;_ orpd crc _c_crs ppie stile
' ; rsyl:Stead, they pica up a curter_and- -^a • • " .. s 3. 3
or cc-.vn a re,.V b ors •xit:1 .r'encs
a: ar=caT con. Cr_ - ^a�- :-e a ea:L7 c.-.:k alter ayogi
most Ot the ne•N-Collar
class :ee:a to r em—l"I 3p m_,tc. Sa•;s SyiV!3. Busia, a 24-year-
ci : _:ercai wcr ter ., c a �a:�, `.fich.. "I've had the a crtuni-
" to :ea.:. u'or d ccessi.g and a:iIt'e 'it about computers. I
hc=e `-is 'co �-;1 ce the s.�-ci._: ^e to a better cre
__-year-:;id „w .OrX -e ;grter Sa 5,
-guar: ng :o so wel- cr us. I've work:ed'aard
^. even -"In; -_"at :% : _. , and u_n:z:.e some peccie, I
t' a: e, .here
cr . Zan:el Bled notes that these •. crkers
are r : z :.: ie:. ma;�.g ma;cr purchases such as houses
or cars and i-1 Zene:ai "se,--:-' .z down." But cheat n obcns of
r : are nar:;e%L1 ci�er_nt .. era Ihcse cf their parents.
�t:.::e -,e dice.- zeneratcn tended to shu.: divorce, the
brei.up cf rnarnazes s ccrr� on among younger cicc_'e
,t 31l :rst-tLrne rnarnages •xnil end
:n. G:ycrce, ccr pared t�nt1 only ZO percent 35 years ago.
g
U
These young adults are much more independent than
their parents were. For instance. in 1960, among
women age Z0 to 24. about 70 -er cent were mar. led.
Now, onlvv -}U_, _-ercent oft em are."
. • Wlie older couples also adhered to the traditonal family
model in which t�e fat:,er left for work and the rct�e:
stated home with the ch.dren, ne•.v cpuars Find that ar-
rangement either Lnan.cially irnpossibie or per:cnaily unac-
ceptable.As a result, mcre than 60 percent of younger
married women ate it the work Force at any given time
tcdav, compared •with only 25 percent in I9c0.
This means :.`:ere are many :Here ;-.c•o-income fa. -,"tiles :Xit'z
latc:i,ey ch;1dren who are at horne alone unti their parents
arrive or who are sent to cl.i d-care -aclites each day. T ese
children tend to be even more cuestrcniag than t':eir par-
ents :were as :•ounz:ters, and :.'-.is can nna::e :ate: ng "-'
c:.-it, says Gr a aim Sp=er, professor cr:ccicic<• .lnd cs c :i-
atz at '-he State L.rll': erS:.I of New Ycrk at Stcr 'r B.-ccr-
sn other way in which they di::e. frcm the:: parents is
Lhat they have more c^c1c^s in their li-:es. rut: :rcm
w ether to have a;lc -en to where t`:e � .�u .; e. ` i :.ev ire
cc....or:a:.ie cea:in.g sat _nc sd:'e:-
tislr.z s t-zert iae older gene:atcns ••vet t2a't.'
espec+ai.:cc c 'a' --J is-
a bcnd_:n: e.o-once fcr
thhis class. At t`e top cf- the new co,:ars' :st cf .ta.-s is
c. .�=ea_ whose songs 'c'�rid ne'•�-i;a:�.ii�. �;:� s
earesc eats, st:3is .for a-rd-ess and na o the
sen:e tnatreality may not Live up t0 "-e^•a CC^5 _ � v
F' CIrla t0 �J'Cr1:..stee l mings, "T: e_'�': c:Cs
I Where Have'A!( the Yuppies Gone? aren't that Many of-�thea;-ar"d_what ones there are -
_ ..- . - _ ccns-- themselves Recub2can, jest as their pa:e:is
�« ^.ale Arzerica is discover: g new -cellar workers, it : did. I'm more worried about the '_c-year-aid ^ u.- --" c..rnps.:.
.= seems to be tum: ng its back on yuppies, those young :`.^ preg: a.•aer in :,tlanta who dives a used Chevy tha.-: th_e.
urban professionals who steered their shiny BMW's into -•�32•vear-old computer salesr-an who drives aVolvo."-
r- the fast lane of the aacen's consciousness. == _, --: =�= Shirts i bt1her Democatic spate;st "riot eery utter i=
-':1=r•ers say the yuppies are becoming,' tie won's of ..: unGer 30 wears green pants had tasseled loafers. The idea
F:oi. Ra:ph %' ite ead of the University of Massachusetts, - t'iat everybody in this group has got it made is
..:'the emooc meat of sei:.shaess to the point cf deca• Hight, -an 'Atlanta gavel 35ent, srz:es suc� :.�
deride --a: d by de.::.iticn an u_n- _:-
- battier :g way to be seen." __ _- _ e^A a7ZZ; ' ";F"54'
- tit;chaei tii:sley whites in Can -,.�,_ = T' ✓...__ 1 -
:aaaran's Quarterly: _�Vhy do , 5" _ j'= _t,�-``;- E r -
.people loathe yuppies .so much?
._:It's hard to say, because the •I .-=' ?=- = _-' _=^�� _"_
-?cathng seems to come srnuita- -'Eg
r
..�necusly lroca zurecaors "-Aa
:: aricle in the New :Yoric.Da:ly
.x.'v'e:l:s cites the ":.3 warai.ng.__ry�•_,5 �� �..;.•+^,:�,r•�i.S:+ _= _ =i��= r.;=-.:;'-"'--
si�:s" t!::zt denote a yucpie. Y� %"�^., = ` .c,«l+T �uzs r - `:- + f
_. quite a;.,,itc1 -:eta 196 f:v'rea `za ,=; - (- • ' =».t.
yuppies catapl:::ed to na:craI 'C'.;:,
!irre when many pia•;ed huz:^i.'-
YL:bie rcies in tye un.sxce:srui �' - i���i�!
prencentai carnpai5. Of Senator �' M: _ 1'•`''f;. 'I I .";s4.r j .,
Can, Hart (D•Ccio.;. Frcm 'he v�- �r.l
stancara pre'Cie of the yup^:e: - :. �. �• =- iv.,,�!"�L _ ��c:'_ � __ � 1 ..
-They wcreC,:coashoes, drank ir'pertedbee.:,.worked CO- disdain: -I have a real aversion to 'oe�_ g a yuppie. I just
hour weeks an.a were ccrarru: ea :a consurners-n. :_.: see Lh_- a as status conscious, wear'z5 ceng-er bluejears
.Now, however, both business owners and poiiticiam - and involved in mater.alistc :.'zings." - _!
are havl.Z:eccrd thoughts about tt:e snpertance of c: a But not LII baby-bcornr s resent their lit sea e cep its_
yupp:e. '.:' :lie a key market for upscale ;nods, yupp;es Ir:deed, many see the group as the pacesetters of -_�e:r
nurncer as few as 1.5 million per--crs and at most 3 - generation. Says 2S.vear-oid New Ycrk ese^;^ter
=L, cn, accprdin; :o some researchers. Nagiier.: "If they're that young and tnakLng muciz
As for then peat c-31 cicur, `.far~z Franc:, director of money, C. d bless them." -
tl:e Cemccratc C.;m •resncral Cancxgn Czmruttee,
says: "YL;ppies were never wor^l fcc:unng on. T :ere 3y,:E:1.vE-1 r AA zH
U.S.-NEWS I '.VCAL:) aE?CPT. SeDL 16. 1935 6'
e
'e mill teas the tracks. Forman says Lhese jobs "''�`� who pumps gas in ore morning to work her -way'
:e 5- ir.g, buvs, and they ain't coming back-.:."_ ' through college, and barely has en�ush that to gob- 11
::-::..::: �..r ble an Ecg Mc.Mu.'?m for breakfast. .�
`SINEb� TARRGET. Acvertisers wish they had some of ' Ar.:ong the businesses d. at have discovered the babv"
_pri gsteen macro in order to. connect •.vith a e cup beom's taicc:e c?ass: Discount clotlzin3 stores such as T. Fi.
.at coilecaveiv has hundreds of biiliors to spend. ' he-e is Marcy and L: erraann's; cosmeccs comLaries slc5 as Avon,
:e u recegnit:on that w•h:Ie some demcgraziix coruncnal- and a g otiin3 number of super-rnarket w'arehcuse stores.
.:es ecst arnong baby -boomers, vcu can't t,'•.i: it of:.i' e n as Anaivsts avo see this dernc raor.ic y.oup as a rrrne market
e homogeneous rn.-Lss in :erns of market:ne," says jcsep h for used cars and less-e.r e=.ve new verucles, -uch
executive Bice president and research dire=tcr car.-...ade subcompacts. - ..
.' she :'Dung $ : ubicam lcver::srng agenev in New pork. T::e new -collar .Iimericans are a major tarset fcr Levitz
Nett• York's I. Waiter T hcr. pscn ad agencv has come up Fs.:.i:ure stores. says ccrsLarv, Vice President Robert G. r-
: 7 a detl::eQ st ICv den. I.:_••:a e :'S •.varencuse-
:ea;:n5 the post-'•�'Q»d r,. seo•.c:3o ccn eo pry
r
zeneraoc ci:.:o va-_ •, s` *,Gt. •+?;� a;`r�� -� .ram c^. ho m u
' n c t r -
• -• � � }� 4,�� .r w ��`� ,.�•r� �+�'y�.io•. .^.ts ^i3 _fro ..
�c:J'.t :. �.1a_C.:.::� ;Y. �_ t•"!'""� !ta u. �.•ict ��`_- try Mr+r wav older generations �.� enera ions
_=e-s believe ,an be sr..i3;1�- s;
= �•::,��, '�:-„�•�•_, cpped. T:-ne:sccn
.:s g
S�.- Ca .?:ea. - �_r : ` -`� y. -+L y �':: _ ,.•��k wants 'Install: g:a.:fica-
V l... ` se z . .: :s Ca:ied � � �r E S f S� a~ <.^-�+ ` -, .r� . .. '. �4- tics. Go-aen says. :and
*'.-s �.�•',r !J.�_ -.+�►�^arts,- y shy
sJ•� �� `,-,J/l .i.•:e _ ...?3 f riCK-
M1e.s %V r:O '.VJt.' :.. �tfi' � j: js`�' < .r._ �.;•,_,', S��r •• - -... :.t:o ,1
. tee+
:eS eXC`Ct .Cr e C.
tariil:�w It " :OILe
'.-e earn loss ..:an <� _ �• i 'c+�v T/ [{�Y .`:�� s'.a Se1� ,^. II30:?
to
club' r Wit; IJ-
..-,t� r. . a •(�`�• �. ::a�.: Ward ::::' }'ou nz: r, l-at,-
:t: at !oa5- our "'��. ':VSM t ` +✓ _ t.":.:mac: .nor .ne .:aC:•
.. of :oil?ate ?cuca..,:n. �.# � •'-.-_� �A ..- ail:: •.ci:u cr:ic•.- arx. tt .�
:... • scn...�,, t to l~>
a' 1+ - ^i::I in '..- ,: _. �'i i �- �t;,�,Sr Co.a.e. :; a-.S.
a Z. C1 7 ':at 't'`�: a. 1�., ��i: • -.!mot "): _ Dennus '_ -C.^.. a =Ckes-
.. Man fcr the ',t: r. s :a--
: •n-
'._aes eat: ?:_ ~-a.----a• � r_:.':,_``i' C,� ;f_
S aI 'en:al' C nai wCl a: . 5:
r' a suL cup ., zna• SENAT CR BILL BRACLEY REPRESENTATIVE JACK KEVAP "T:.ey're our bread -and•
ned ;,v i l:c:: =:en CCr `zs:s New collars seem attracted to Politicians who have made their mark butter C stet: e:s." Berns-
"eii`e •xcr ors_'—ahout In other professions and who taik about economic growth. deuce Mansur, •;-i.o s_el.;s
.._:."co Cecpie. eiud- for Avon Products, aCCS:
�^men. piL _—e:s, ; <,. _ :z • , are •:er.1 acn•:e:v, pur-
_-•^I-"'
?.? .C::_S 3I u SOI^.2 can Su:^.� ern.
�GC 0%!V a
!— := - L �� f.=�+.: .�: 'n h:z :-use: mar e-
...Cn 'Cr:.e: s who ea. -a . r ,� r '. .y,=' �"i„'.�'"� ' ►.'•E < ?'� t.�e;� a
out `���::�• 3 �+~s�i►� ;;k'- a F `j'�a. �'�"�'�`.% t: ev are also l
e'�e eC:C3tC:S. � :T"•► �w `�' '` ers. It's about'=t! we staz.
Ze:au.se t."-e mart/ baby..t
ed tai:,=g abou: , ern...
ccc m g--.-u=s shm—_ -nano ��� < .r4 � :'.' r�,.:a.r"-xt•
S :.1 us'..^.?ss 'or:d'S ��ti < G' �p c:' �2.: = `��•as��Y ,;:. ': ?:..
value . e u J ynu. �= ' �: t•= -�,r�_� PCLL rCWER. Pc :cola .s
_Lehi to new ccl ars often F �AN
tip F,;;' also 372 L11:�..n aCOUC the
's .a : cr as ove:a:l Pitch :o _` ` a..: -s►.a: 1 �,c�' ' �.z�?s• new collars —and w4
A: •e.-ca's vcun3 adiai:S. 4r✓i� �!r } =ram . <;iy'.. ,'f+t'�u.":;• -p�titi ' j C:e12:yam ferYO:.: Otll
P- :ducts such as �tii:er
_ •, � r•�, '' '�:, •�:�: •�`�,:, dent Reagan a^.d Demo-
.
l %' �: _IN
-afar Cratic chailen.^g?: Walt.-.
�tcDc_raid's ._, . }c; ` lviond.:e last . ear =t!d
y_'�. `�
urvern sLccessfuily to tor: Spry 3
boor :- -•;: >d. s_.: a�' r>; stem —..ow ,3 ::s apce is
=c in ?: ;V as a cr.i r:al
a .-. -2dio aC;. Suc., C � .� ` k — • �_,.�<•�-7a� C SE:7 t0
crn- d ...�.\' '` -'^ ..a► group. e::a:cr joi_ Ke:-:
::e'_ia:s :ter rave a I-C.s SINGER BRUCE SPRINGSTEEN T:.:: J I V'S 0 LEA .ERtAAN lD-Ntass.i conc:uded .:at
cr I97:s scu^.d, sort.= ^es Cown-to.earth themes of Spnngsteen and genial skepticism of co- ttu el as a ey ccn-
i nciuding vat ia:icns on mecian Lef-erman hold great appeal !or millions. strLene•: in t^_is suCcessfui
-:den cic:es'- �Tuca as hi:s Carr Lai,::1st : t!ar and tar-
bv = e �eac-;, Bovs. And vr::e ma:'.;ec s-ate:ies diia: !ores advertizing to it. Ne•.v jersey Demcc:ace ;.::,er atcr"_u
cn hcw to reach -:.ern, Lhe new cci:a: s can be Found is candidate Peter Shapira, 33, c e-nt!y is :•:air^ 3 ] _-r.:-.u:e
more id :::cue ad•:e:=.^.g. Some esar-:Lies: rock -music spot prcmorr-7 ;us ru:cidacv on a cao,e-:�•
:•IiLer Leer's 'A.-::encan Way" T'•" ccmr^.ercials tt at char: ei spec:auzu g :n nus:c for y cur i; adults.
cor-::Lne a pamocc ^itch •.vita ^.aces or carriaradene• hard P1r�+y to cost: .he Lew -coil it :rter, tom; ; �n � `•t:_
chael B'ord. sr-a:e;:sts for 1. S4 Demecrace=res:ccnnxi
■ A nu :,cer of ecr=eretals -cr cosmeccs, hcusehcld norrunee Nlcnt�a:t!, •ormeed i -e•.v Luur'c c •sc^cn ecr:1 :.::-
,ccds and orher products de_ic=— �:t::g. ,uric: ie� Isar tee coiled L. e Cemccrat:c F=d fcr S6 ara ir,cr--,:_::
to '-ounce careers and Far -.:Iv ccu�ancns._ known a 3co ! st.,.. -Z • m P.C. T..e r_arizaacn s de "-'ed .c::c:•
i .� �ucan. �a'snc.tlr o _on :ur rsr; :.ls cost consrcus ccr.m.bucons on cehaif of De^cc:arc : rd:.:a:es.
fl;nrr w buvL,; a scorn• out Lracncai—•:ar. Etrate; <rs in both maiar �Oiir.c:u _ _ t — - part:c'-5 Ira .r.,..�t.... t-
■ A cCon:11C's CCmme:c!al mcwln, a young woman excr:s :o iind the most appe:ui^g :^.essa;c. Sa'-s
6- U S.NEWS i ACPL:) QE?C-T. �koc. :o. '435
i"."- A
SS, -'121€i
Sw-1217'
;tile mill to ress the tracks. Ferenan says these jobs
: e g i:.^., bows, and they ain't coming back..:."_
S,'NESS TARGET. Acverrsers %ish they had some of
Sprr.cs'een magic in order to. connect wit.'i a group
:at coilecnveiy has htmdreds of bdiors to spend. `I" —ere is
:•_ai recegmt on _!:at whle some c'erae5.a:r,:c ccrnmcnai-
-es e.rst among bab:•-boomers, you caa•t t ;i:.ic of them as
zcnogeneous mam in terms of marke ng," says Joseph
:::nMer. e1ecu;ive %ice pregdert and research disectcr
:he Young •5r Rubicarn advertmng agency in New York.
New For 's J. Waiter 71 hcrnpscn ad agency has ecme up
41:h a deta:;ed stadv
re3 i^g the vcs: '.Va:.i3
.: .a zenerazcri Lr.10ya_'r
_ne-s ze,_e a ;a_,I ce
:._ sezmen. :s carted
--c n_rs %vn0
_ -.es 'Scott 'he `ct
.e earn less
rate at lea_' :LU
Ct _Ctle'_e e.d.:xat-,m.
=,s eic`e --ar a.
er suc�:cup-.:e. SENATCR BILL BRACLEY
td Cy A hCrn=sen ccn:ulls New collars seem attracted :o p
'eii1'e '•Vrr'-e:S_--dboU: In other professions and who to
:-C:LC
f=1merl. Yi�rncers• << _
.a'o.• _.S 3 :u some Con• _ S� •,:r .•'�'� .� Y, �
s- c::en ucr erg un 0 earn �r%� r• r`: r .,`
,. -e15t SC '�:;hout .j•s'y^�i�Y� `wi G �,
Because ;.e manv baby. ' ^�� �•
Cccm S.CL =s mam many
v a U e • t.: 2 k
5 �l:S.re 5 V'Crld'i �t eft
t0 ne ccLars often F
.S _ar: cf as overa:I Yitch :o :,• :,+Mr`n`_�'' "
yCung adults.
Pr�d::c:s such as M;Iler
�LfcDc^aides '�� � .,. � �*` • and
L' } ' •' ""' o.
.de =;, as-.ze babv-boon-
:;c :n herr TV
a:.. radio ad,. Sup^
?tart$ -.:en :1':e a
or '.�';s sccr.a.:c^ er^es
•nc:uam- var:a:tons on
'-,-::de.^ Cidies• inch as 1-1:5 -
: Beach Ec':s. Aral •a•i'.:-'e rna:'.;e=.^g spate: es di::e:
on c••v to •each L' ern, the new coi:a:s can be fcu:.d in
mere _:.d :n cre ad•:er.r.ng Some esam;:ies:
■ .'•flier ceer's 'American 'Xa,, T.• com_:.ercia.s that
cC -_:.e a =at- ctc PS:cz'.vt�. � azes or camaradene, !turd
'•��'i.1:_d.,'_cc`- :�.e5.1.::r.}.'.VCrtiz:s. --
■ .L nurnce.r :f ccrru erc.ais ;or ccsmen'cs, house:^,--:d
=CC5 and
careers u:c !ar.•a:v cb 2_ancns._
.i dupa^a idccs��r i on su2^r.an "s cost corsc:pus
flfr rr ;v bu�^n; a :; orr:—cut �racnca!_.-ar.
■ .� `•1c cn_Ld's corn :erc:ai shcwrn; a ;:oung •.vornan
6;
SINGER BRUCEE SPRINGSTSEN TV'S 0AV10 LLi,. EFUMAN
Cown•to-earth themes of Saringsteen and genial sxeptic:sm of co-
mecian Lererman'told great appew Icr millions.
.0 who pumps gas in .ne morning to work her 'wav'-
through college, and barely has enough tilwe to gobr
ble an Egg McMu -7 for breakfast. .> .., i
Among the businesses that have discovered the baby
bcom's tnidcile class: Discount clod'zing stores such as T. l-i.
'•tardy and Lcei-uzann's: cos-meccs companies st:ch as Avon,
and a growing number of supermarket •x'ar;l:cuse stores.
As:al;:sts also see this derncc-aph:c 5.ouz as a prime masket
fcr aced cars and less-e.'rpenmve new ve.h1cles, suc4 a .i net .
can-a—ide subcompacts. - .. • . - ..
The new -collar . u-nericam are a major target ?ter Le"itz
fs.:.iture stores, says ecrspary Vice President Rabe:' G.:'r-
den. is e n's warehcuse-
. �^ `ho'.c-corn concept r pre
d. ti +! i _ _en.:s 3 CIg Cnarze :torn u
wa;: oideC generations
srcPoe'a. T:.:s ge e:atcn
41& •-4 wan:s 'instant :a' '
.ion Gorden sa;: s. and
-<� : :
�.;-�_�,- �_ �`.�. r�.,•;,,: .:.e�: �.i.;e L.e ea ct Yip: -
`,ow iR. :. :U: .fit : �. :: =d
'a -in; it r' horze.
... 7 •" '? y �.3."0 %ea: •-' more tJ-
/� ward the vru :eer
":'.... .. ... i:.'•::c: .�yt �e trap::• •
, ���+•�'����- - wee �.cr.::s �t. to _..
: / .�... 1t:: � : de ,:.• e: e:: • .._ hops. '
C-2nnus -nCh. 1 Ickes-
�1 man "Cr .:,e :.L:_
REPRESENTATIVE JACK KEMP +%ey're our creaa•and-
oliticians who have made their mark butter c u:cme:s." 3ern.i-
ik about economic growth. dere Marvur, .ct:o srea:•<s
for Avon Products,
are ':ery ac=•r?iy pur-
Ny .9 '-.-"'::ii!t ite;! 3 A C'.,15er L^.1C:<c':,
b •'-1v�t_:.eV are al$01 s. CUP Ct = :.
... erg, It's about`..:.�' we sta :
ed ta.2-c .g aboutSit
,rem
• _..ry _ ' r�r�a PCLL r'CWER.
also are ta.ikin; about the
„A �3.=.�R+_ts aeW collars —and '.viti in-
'; cr 2_-,n?, fervor.: 0.: Pres.-
dent Reazan a^•d Deno-
- � 4a cratic challenger
f j Wit:• j Nfonca:e last •tear' -red
un-
y to ccu.- Sprn3
1pce=
..
as a .al ac'ro to
--Cu^ Sena:cr Jon:t 1 err..-
OD-L(ass.; concluded .hat
th;s eiement was a key
st:r.:enc•: in !us succ_ssf::i
ca_:•pai ^ cast .: <rar and tai-
lored advertising to it. `e%v Jersey De:rcc:ar:c ;_beer atcr ai
candidate Peter _`.hap ro, aa, rrent'y is . ... ^g 1 :....-••- C
rock -music spot prcmorn- :'us canri;aaev on a cabin :
char.: ei spec:au^g n ^us:C :Cr ; Cu:., aduiis.
Partly to court the voter.r =T ,-. '^-`' `•tc__
c.' ael Ford, stratemsis for :9S4 Democrace : resident ai
norrur:ee Lfenua-e, :errnN` a a ze- p_ ou cal_-_ic^on corn-:.::•
tee called t-�;e Cemccranc F=d fcr S6 arLi in:urm »..
'-no%vn as 3Com PAC. T e 1r_anlz:cen s des:_..r1to c::c:.
ccntr:butcns on permit of C'emocrarc cardi�.:es.
Strace; .ts in both maicr �:oiinc:u --ar^es a.n? -, :In_
erTcrts to 4nd the most 1pce►ii::; essI;e. _ill s l ::-s flat
U S.VEWS 3 :/CPL7 aEPCPr, -_eot. 16, '935
;ri �_r:•
beatnik ,Preppies rind-Punkersr--- _ MeyGenetatiott, 1976.. �i.riter Tom Wolie's label de-"
The dove Affair With Labels _ . Pictir:g those::oung.l.-her c3s+s w> o put their serial con 11
- .., - srerces ride and plunged headlong into a que=•t
+= '-•-• ;�•- - ^=;=:=.. -- - -._ '':.= " • 'V '•= _ __ `self-iui:.IlaienL '} -. - _�•_'.'.,� _•�'---- - - - �-�
"` Americans thzoug5out history have pigeonholed their = Precples, late 1970s. ForenLsers of the yi pees_
fellow citizens into categories with unique names. It 7. Neat, buttoned -down people '.v-:tlh the " Ivv I.,eaz�.:e" lcc'.
doesn't ma&er that these labels haven't always been who were popularized in Lsa Bimbach's 19SO beck :::_ _f
accurate or logical, people still insist on -brandishing OT:ciai °rep_-V F.arcc00.k.-
terms,". says folklorist Peter Bar~.s of the Library of Punkers, late 1970s. Tees and .ou.:y ac iti .v o
Congress.' Among the labels I disat have come into use their bizarre dress, hair st-des and s� dent rn:�ic a:i•:a- .t
s•nce the 1940s _ =. cated social :oneeric.-..i'- and even :c!e^ca �.3 1^a
Bobby-sozers, early 1940s. Rolled anklet socks be- chi.. The term was -st u_e3 to d Se,:. -en, _: _ --' • escr.be a
came the trademark for teenage girls who c-.ed and BntLsh lower class.' - _ -
" swooned when Franz Sinatra and other crooners sang Valley Giris, Isiv. 0_ _: _ 1Z :
_
,�1ev, Ce ?'4;:idurLng Live engage ments. na=- ,: ;
Silent Generation, early 1950s. First used by 77ne,' chat_: a:istc values and `e own =.-7e cf --es {
` the term describes the majority oi.kmericar-s during the_: warners, cut out and s^.�o J
Eisenhower •ears, people content with quietly foilc:ving _ bulax," "`.cc "•. S b_'?ct cf a 1G mac_ :;.:I- •' I t l she pre"viCing ;tiles cf business and ;orety. PortraVed
-Sloan Wilson's T.^.e !,fa -I in Me Cray Flannel suit- _ Undereiass,`1982, t'-;er K_n �.,:.e_:a';
Beatniks, Mid-1 our;,.o%xth of "b t t t-e -;
=' u.e ..eat 'gem- derc:ass was among .e ��; � at a tea.
eraden" described in Jack Kerouac's On :he Road The- can pcptiiat'cc see^_ gl Wi
era' ds� _ y ed �n rcve� _
S erg, a small group more interested in music and. .:.,Yucpies, 1984. ;far:ssa F''es � n ar..- .: ?� �azt.3
_ poetry than jobs or social cori orIIiity. .=: -'•_ ' — Outli.^ed the ccns:=e^st life s:ve Of e 'v,-ti _ ".t a: .
' Hippies, late 1960s. Known also as flower children- Iy mcbue prsfessionaz in : he ::::;%, :
i-: hippies got their name >r c : a San Francisco peiitcai = `-
r ergani=tion loiow•n as H.I.P. ;Haight-Ashbury Indepen- � ?, SiLAfRCV CcLrLV - - - - -
: dent P-oprietors). Preaching
and Neap; the group protested theAw...-;��-��•��--.J�
''7 _ -_ its' .,-._•�•••7RJ'^ �'_.�1 C_ -i4 j
VietnamY'ar. _' - _•:•r_ =_- "'�,�� l" rh„ � •�
Yippies, late 1960s. MemL4ersYof' ' - ,'
_ the You:hl lnternadca it Party orga• �r�-- �=" � " je•�; '��_��^� � � � ��� � ,'� i ...1
r zed by Jerry Rubin and Abbie-
j Hc%man Known for civil d. Dhotis• . ".,t+rrr+ ,r ;t ii► ��
( ence and Vietnam protests.' , _�Zzoo .
Silent Majority, 1969. Richard '7
iron tic �-,� s. f :;mac_•.. � ij,''; 5�. r ; ..� ,.:...; .,
st used the term to de-
the -
'scribe the"segr~eat of the popula-
tion he 'considered his backers�>
p ple "whose individual opinions Valley girls: New slang.
iI .are not colorful or di.:erent enough
1 to snake the news, but whose collet- = fHippies - . _ _ ..Yuppies
j �tive opinion, when crystallized, c„�
makes hISCOry.;' :_ _- _ _: protestere.w _. chargers. cz=
:.hews, a top aide to House Speaker Thomas 'Tip" C"Neill
D-'lass.): "We Democrats '.viU never win the baby -boom.
ers if we are seen as L e parry of tax increases."
Some RepubUcaris admit •fat the new middle Atnericars
:night be alienated by conservative hard -linters' emphasis
on social issues such as banning abortion, allowing school
prayer and opposing the equal -rights amendment. But
COP s—_ategists also think the new middle class remains
�mpressed with Reagan's goals of maisitairsing a strong mui-
tarz, lowering :axes and reducing federal power over peo-
ple's rives, a me=;e that !ed most of them to support the
President in 1984. At the sane ti=.e, though, these voters
seem to be demanding more government aid in such areas
as education, improved health cue and expanded day care.
Professor %kl- tehead sees the new collars as up for —abs
politically. Among Republicans, he sees Representative
Jack Kernp of New York, an ex -Football star, as more appeal-
ing to new collars Lhan Vice President Bush, while Demo-
cratsc Senators Bill Bradley of New Jersey, Joe Biden of
Delaware and Cary Hart of Colorado till have "one or :-.vo
qualities that would engage these :olks." Kemp and Bradley
are attractive to this , oup, says %Vhitei ead, because they,
J.S.NEWS b'NORLD REPORT, Sept 18, 1985
lice President Reagan, =ace their mar: in
befcre getting into points a:..
growth and opportunity.
As more corporate r_iaz%esters, social seen=-s ird
cal sz atersts notice w.15 se:^-:__.. o: -e ^C=ula : .. its J'.t'-
seU'-awareness is bound to inc-ease. Its :a.::es __._ .s
and aspirations will be anal;•-ed by ever _cdV scn:_
U..i.^.g to seil-
De^.r-ing, araly-_: g and !abe* -".S he=ac e
in.-Nmer:ca's der ncgraz i"c =r_ tee— " th _ ;5 .:-.e
as one adver:sir, seer -zuts
business and good ooUncs..A:.d it ma: c e s cm e o lab
feel good about ;•':e.nseives.
Vance Packard, author c: the cco'ks .1
erg and ,he Hidden Fers.•ad rs, observes: 'As .:.e v-- .ec
tiors between people becorne tenuc,_. -,here s a _ --
felt need for more con: ^.uirv. Basicaiiv, our
are get g too lar;e :or -ocd hu:—ar: _ianns. ?' _ .
left out. So people want t0 :et you a: e. ' ___
8v ,CENNE-Y T. uALSH U,01 C-UL _-.q .:C.V ;.ui %t A.ti %1T ',iC.�.• . _ .
tLiLRE- V uA1Sff ij fne L vnom c (;n,L fin. :rl m"a-imet aomfmc ^.nruu
SU•�1216
-1217
i:'
�: ;•ry,.a
beatniks —• ..-__-.�__ --.. � .:._-,_. �..: �.,._.__:::•_ ::_ -----
Preppies and �Punkers--� Me Generation, 1975. Writer Tom SColfe's label de
pictirg those young Americans who rut their social eon
Thel-ove Affair With Labels.-, _1:.11
Labels. -,sciences aside and plunged headior. into aquest, Y-e M��.+._._:' �`_ _ :::•. :) - self-fument: '_- ` rr,.
A,merica= throughout history have pigeonholed their = Preppies. late 1970s. Forer��.�-s cf the yuppies.
Fellow citizens into categories with unique names. It . Neat, buttoned-dow-n people with the I,ta^Je" lock ..f
doesn't matter that these labels haven't always beenwho were popularized in Lsa BLmbach's 19-0 book,
accurate or logical, people still insist on -brandishing Official Pre, ry HardcooK.
terms." says foorist Peter Bar'.s of the Library of Punkers, late 1970s. Teets and vot .;
Congres&, Among the labels that have come into use their bizarre dress, hair st- ies and st.-ident music ad•: o- I
saca the 19405 _ =- ; cated social :,onconfe..,it: and even vicler ce an a. a^
Bobby-soxers, early 19409. Roiled anklet socks be- -c'ay. The term was :-st used to desc be a se;-aent
came LLe trademark nor teemse gills who plied and Brush lower class.
yy' rvocned when Frank Sinatra and other crooner sung Valley Girls, 1981. Ori�rnat;:.c in Cal c.-�a's Sa.n F _:•.
k" during live engage -Hens - - _ " - ._ _ n Val ev ' ._ . -. - .. : 3::.0 tie lapel descr Js
Silent Generation early 19SOs. First used by Tire, rant^_: aiiSGc values anti t` ei. own lie cf e:;s '_ p
the term describes the majority of .'Lmericars during the __ warners, cut-out swea -hirts, ayd lingo i :_. _ ter•
_ Eisenhower %•ears, people content •.{ith quietly following bu!:ir, cd: S_b?ect of a 1� � ccc
`the prevailing ruses cf busizess and society. Portrayed in . Za^pa.- _ " . - _ -- _ j
Sloan Wilson's T^.e !fan in :he G,cy: la.nnel Suit = -.=_`: Underclass, ~1982.'Xraer Ken ALL e-ta's ry:-:: T`4, L'
Beatniks, mid-1250s..kn outer owth of the "beat gem- - derc.`a4s was among cite Frzt 117 teat a part
y er=cn- described Ln Jack Kerouac's On :he Road The-__ can ccpuiadcc seer..% zlly mil °✓ is peg e: :.
r era s ariRerm , a small group mere interested in music and. ..:; Yuppies, 1984. %far:ssa FieS an an t 1^ e'
poems than jobs or social ccn.=ormity. outli.�ed
Hippies, late 1960s. Known also asflowerchildren, 1y meo.:e prcfessionais" in : �.e : t _ .G-
-. hippies got their name fro: a'a San Francisco pou�csi-
ergani:ation Imown as H.I.P. ;-Haight-:Ashbu_-y Inde=ea- 3vc_-LzLv : -
�- dent P:octietorsl. Preaching love _ :.
L and peace the o oup protested the .P'. _ ,_ �� �;�,�; _r `
Vietnam War. , �'—' , w � ` �..����„r� .;.. ' :.+ i•s-- �- :•
Yippies, late-195Cs. -lembe s of 'i'1iR;y3l►: t�+-;,,7,.,�^s�;1
the YouL lute-natcaai Par: orsa- ��..- _- �}. -4 .L - 1
!r ri: ed by Jerry Ru bin and Abbie r-
: 1 I�Cf:'.IIaII Known Or CiYll diSObedi' .. _ 17T� "j 'w�U. ��` > �• t' i yF� ::,,..--�+
I ence and Vietnam protests.,
, ;:• ' v�'� ,M
E _ : Silent Majority, 1969. Richard 44.
N Lton first used the terra to de- ' �Xn;;i 1.. '� atJ j� :w �- r'� " ,:; .:, • :., . _ ; _ '� j
scribe ihe'se5 eat of the popula- . a1-c,S-.t'?• ,?*-;.-�--�.;�.!,
-don he 'considered his backers --
people "whose individual opinions Valley girls: New slang. i
are not colorful or di.:erent enough _ _
Eto make the news, butwhose collec- '= Hippies:- __ ' _ _ .!'Afppies j
t `'`tive opinion, when crystallized, ;'` �=- �_
i... �Aa 1960s - - Hard
mazes history._.: = - protesters. _ cRargerr, i------,•--=
- _ -. - ..
:.'sews, a too aide to House Speaker Thomas "tip" C'tieiU
,D-Nfass.): "We Democrats will never win the baby -boom-
ers if we are seen as the party of tax increases."
Some Republicans admit tat the new middle A-mericans
.night be alienated by conservative hard-liners' emphasis
on social issues such as banning abortion, allowing school
prayer and opposing the eoual•nghts amendment But
GOP s-_ate;:sts also :.pink the new middle class remains
impressed '.4•ith Re3gan's goals of maintaining a strong rn"li-
tar.,, lower ng taxes and reducing federal power over peo-
ple's :fives, a messa;e that led most of them to support the
?resident in 1984. At the same time, though, these voters
seem to be dernanding more government aid in such areas
as education, improved health care and expanded day case.
Professor Whitehead sees the new collars as up for Zr abs
politically. jLmcng Republicans, he sees Representative
Jack Kemp of New York, an ex•footbail star, as more appeal.
ing to new collars than Vice President Bush, while Demo -
critic Senators Bill Bradley of New Jersey, Joe Biden of
Delaware and Cary Hart cf Caloraao ill have "one or :-.vo
quaii.Ces that would engage these folks." Kemp and Bradley
are attractive to this ;oup, says Whitehead, because they,
'J.S.NEWS b WORLD REPORT, Sept 18, 1385
like President Reagan, =ac_ the;: mazk in
before getting into poops and cc .7 to :; about
growth and opportunity.
As more corporate marketers, social scion iss y.c c __
cal s=ate<:sts notice .is sez=e nt of .::e ^cruia : its cv--
self-awareness is bound to increase. its 'as:es..__
and aspirations will be a.-tsiyzed by eve:�•bcd:• : scm%--
tli.^g to seil.
De:.r.L..g, analyr..^.g and label ^.^g e ;:a'-- cCt: _.
in.kme-ca's demcz:sp-ac pro=_e- e pi; L:i e
as one aaverdsirz seer puts it new is
business and good poiit:c.. And it ma.<es sc e so
feei good about thernseives.
Vance Packard, author of ^e bcoks A A_-::oa
ers and The Hidden Persuaders, poser: es: 'As ':e-o-rLn_ _
tiors between people become tenuc_s, -:ere is a _
felt need for more con -uity. Basica;iy, our or-.zruz::^rr::
are getting too lar;e for ;oca .^.=a.n _ia=cns.
left out. So people want to :et ;sou kno•.)•• w• o :..ey a =• ' _
By KEEVN H r. :ML:f Loth r_1;L 3.RC ::C.V :-ui 'EA %NT-gC-7.ti`^ .
.t[ALRE, V uALJHg tru Zxnvmrc Unit irw ::.& •.rruw
tr .
�� •-121'7
t
ATTACHMENT F
CITY OF MIAMI. FLORIDA
INTER -OFFICE MEMORANDUM
TO DATE
SUBJECT
7
r
FROM REFERENCES-
fj.4'
:L :b hqwcoow, '.,.i LQ .�:! . r, t'„ff"
regares in - mw-
j
on lumno thu OCR& sonsuivu to tmij �:%-jdji,jr)n: tiecate:t?
cruirwILIS WSJ fUr '-0044 Part
tern oc ',.
in our ojvjw!cr makyq vogwry"iq Vaimm uruchp—ow-
by .wnjnancn wn, munfwil a l7w ourcem annum; vo-we For m0m, If -hwv>v;.
WON no Plku-mw purneno. owpowoo Poic,!!t
lurAnOwMa 17Est WIVY1. 09' UldRUNP G :-"
aS %Vej! aS With SWO POILLU,ernjnS yvv[jj3, tar- mjjLqj�.,
i j,j LqwInysses Dn,,' imfviritV ana fmaiv mned Uusinessys W WWral7t.
twmewaWon!-l npmcwun.
'ci 'Pi.* :jr.
:19*::tj.'I..ivilvt orminumps. is an -now main"u, aw: WL,
q it
-now rllLJ 1
The wmbinaLho ve!ltul P OF SAAWS KiOd OAX'k, T:e..,rCj'p '`ifjC
c: ;rico!' F-mnll 1'e1'laic! '-;-m-ioc pub;ir: �.'-jtjij
of wond biminoww, llwk, WSPant Mon PIS a 50-ClOSAW" a NOV Mc
1!ak'e. --o: if,
'a Kapp parwv�patpd :1.1
8ar..'a-1216
SSS-1217
Ak
1
Pw"O'RM 4 S A D VC �, %o 4ONFUCT
2300 Pan American b ri
Miamis Merida
city of miRl i CamitBiOti
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W1401AUBT VU PGAIA 4
This form is for rise by any person tterving on either an appointed et Heated bard, eoufteil, tgimmission, atrthotity, of lcotttfnittetx,
whether state of local, and it applies equully to members of advisory and non-a+dvisoty bodies who are heed with a voting eoniliet of
Interest,
As the voting conflict requirements f'or pubic allicers at the local level differ from the requirements fot state offiicers, this form isdivided
into two paste: PART A is tot use by persons serving on local boards (municipal, county, special tax districts. Me), while PART B h
ptesatibed for all other boards, iiei, those at the state level,
PART C of the form contains instructions as to when and where this form must be filed.
1
PART A
,VOTING CONFLICT DISCLOSURE FOR LOCAL PUBLIC OFFICERS
[Required by Section 112i3143(3). Florida Statutes (5upp. 1994).]
The Code of Ethics for Public Officers and Employees PROHIBITS each municipal, county. and other local public officer FROM
VOTING in an official capacity upon any measure which inures to his special private gain. Each local ofiricer also is prohibited from
knowingly voting in his official capacity upon any measure which inures to the special gain of any principal (other than a government
agency as defined in Section 112.312(2). Florida Statutes) by whom he is retained.
In any such case a local public officer must disclose the conflict:
LE (a) PRIOR TO THE VOTE BEING TAKEN by publicly statingto the assembly the nature of his interest in the matter on which he is
abstaining from voting; and
(b) WITHIN 15 DAYS AFTER THE VOTE OCCURS by describing the nature of his interest as a public record in this part below.
NOTE: Commissioners of a Community Redevelopment Agency created or designated pursuant to Section 163.356 or Section 163.357.
Florida Statutes (Supp.1994). or officers of independent special tax districts elected on a one -acre, one -vote basis are not prohibited from
voting. In such cases, however, the oral and written disclosure of this part must be made.
1, the undersigned local public officer, hereby disclose that on December 19 19 85
(a) I abstained from voting on a matter which (check one):
inured to my special private gain; or
inured to the special gain of Gladys' Kidd and Nikki Beare &aaK�mx�trix
Assoc, Inc./ Frank J. hobo
Mr. Cobo and I are stockholders in a mortgage brokerage firm, even though
there is no financial gain, as a matter of discretion I abstain from voting.
CF FORM 4. REV, 10-M / tl -- 09.17/c2 I 4 4*-4 14' 9 5 — -7
m"M a WWI i s ranted and At natttee at in itaem in iNe ffam is a Atollaft
PLC* S2 SSlofting publie rc?lat .� ug/shark,*i ink camultaftc,
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We piled Signature
Plan see PART C tot instructions on when ,and white to file this f`ot=ttl,
PART S
VOTING CONFLICT 15111CLOSUAE POR 4TAT1 OPAGIRB
tRequired by Section I I L3143(2), Plodda Statutes (Supp,1484) j
Each state public officer is permitted to vote in his official capacity on any matter, However, any state officer who votes in his official
capacity upon any measure which inures to hb special private gain or the special gain ofany principal by whom he is retained is required
to disclose the nature of his interest As A public racord in part S 'below within IS days after the vote occurs,
I, the undersigned officer of a state agency, hereby disclose that on
(a) I voted on a matter which (check one):
inured to my special private gain; or
- - inured to the special gain of - -- ---- , by whom I am retained.
(b) The measure on which I voted and the nature of my interest in the measure is as follows:
Date Filed
Signature
Please see PART C below for instructions on when and where to file this form.
PART C
FILING INSTRUCTIONS
This memorandum must be filed within fifteen (1 S) days following the meeting during which the voting conflict occurred with the person
responsible for recording the minutes of the meeting, who shall incorporate the memorandum in the meeting minutes. This form need not
be filed merely to indicate the absence of a voting conflict,
NOTICE; UNDER PROVISIONS OF FLORIDA STATUTES¢ 11"170911, A FAILURE TO MAKE ANY REQUIRED DISCLOSURE CONSTITUTES GROUNDS FOR AND MAY
PE PUNISHED BY ONE OR MORE OF THE FOLLOWING: IMPEACHMENT, REMOVAL OR SUSPENSION FROM OFFICE OR EMPLOYMENT,
DEMOTION, REDUCTION IN SALARY, REPRIMAND, OR A CIVIL PENALTY NOT TO EXCEED 541,000.
CE FORM 4, REV. 1044 PAGE i