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M-85-1216
at MAW i"DA 1NM4 *t iftM61404GUM 52 a. llomorablt Mayor and sAft 0e00bor I, 1909 : Measblrs of tl10 City iommission a�nr�a�:�e'lettit�rr of �uirl is Rol ations/Mar'ketifig consul tacit Caear H, odi2a T41 overtown/park vest City Manager a4srU&J! eV§10 ifient Project tt is recommended that the city Commission approve the attaohod resoiutio" selecting a consul ti no firm for a orelaration an It s ?urtfier recommen e a e City Commission allocate �6O,AOO from FY �d-$6 Southeast Overtown/OarK westa eve o men ro ecZ 5UffeNfe3un s to Be COMDined with a oca on for a professional services contract to be negotiated by the City Manager for an amount not to exceed $ice. 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. 85-397 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. La ila a raffia And Stu go 1968 City Cosa is on an August gas 19094 requests for pray owls were distributed to pub' a relations AM "Ark�eti ng I Pat tosol ief t their artitipatta tt in this preeess (see Attachment A for copy of Ryp)s .major effort was made by the City to Worm all minority public reiatio"2/marketin #irat that More Identified in Dade Count it pli nor i t Vendor i fec for � Publication Adverti t I ng was Alto con uc a .s ,a resUIZ or this ufld#rtAk1fljj the fOlIOvtifnl firma Submitted proposal t by the September 13, 198S death i nay; Join Whipple A Associatess tnc. Al tioli:e Associates, Inc, `starr/RO s Corporate Communications/tUt Communications Creative Marketing A Advertising Group Wank Meyer Associates, Ina:/Bob Simms Associates White Lectifte PR, Inc The Newman/Rolle/Del Pino Group Van Vech ten A Associates CX 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 A Associates/ Nikki Bearre A Associates Calandra, Zimmerman A 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 11 R 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 JL Is a, "®norable "a of and 4s aetefter g, lost II It City Cosiiin the Committee, Chaired by Leonard Turke1 net 06 teptember Ali IM to review the Stage i submissions ifol the 1g fInts As noted in the public advertisement and in the Apoi the selection Committee evaluated the submissions on the basis 0% the proposer's experience, the minority participation proposed, the proposer's finanstal qualificatinfis, the prrofessiona reputation of the proposer, and the overall 4uality of 4MV1,119rt Ififor�mation submitted. The Committee then selected the six firms to submit Stage It marketing/public relations campaign proposals: liil l iam cook Advertising Hank Mayer Associates/hob Simms Associates Starr/Boss Corporate Communications/ME1 Communications Gladys Kidd A Associates/Nikki 8earre and Associates Edelman Public Relations The Communication Group The Made 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 $12090001 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. r 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).. wPJL2 iioaarable Mayor aad UJA ilecamber 94 loss city coffflfittloo The Coimmittee, chaired by i.eoriard Turkel Imet on September 199 logo to reviem the Still i tubmitsiont f'roifi the lg firms. ,As noted in the publ ie advertisement and in the AFPS the telection eeismittee evaluated the tubmissiont on the basis of: the propoter's experience, the minority participation proposed, the proposer S findncial 0611ficatio019 the professional reputation Of the proposers and the overall quality of support information submitted. The Committee then selected the fo owing Six firnls to Submit Stage It marketifll/publit relations campaign proposals: liilliam Cook Advert#Sing Hank Meyer Associates/Bob Simms Associates Starr/Ross Corporate Communications/M11 Communications Gladys 'Kidd & Associates/Nikki Bearre and Associates Edelman public Relations The Communication Group The Stage It 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).. ww"P11L 4 4 Honorable As or and a4ft �e�e�tier � , ties city •Commisoon the Oembers of the eo"ittee felt that thescaring sheet could Provide adequate guidance but some members cautioned against point scoring since ttandardieation among eo"ittee 661bert could prove di ftleei t. the committee then agreed to use the scoring sheets as a guide in selecting tend ranitingl their tog three candidatest lasted on the Committee's review and evaluations the following points veto assigned! Hank Meyer AssociateslBob Simms Associates 14 points laladys Kidd A Associates/Nikki hearre .A Associates It points Kdelman Public Relations g points Starr/Ross Corporate Communications/mEl Communications g Points s Ili l l i am Cook Advertising 4 Points The Communications laroup 0 Points The Review Committee voted to forward to the City Manager the first and second place firms. Both firms were found -to have il► extensive minority participation (See attachment D b ,R for copies of the two :proposals), There was a minority report filed Adrienne Mac'Beth, a member of the Review Committee. The report recommends the selection of Gladys Kidd b Associates/Nikki Bearre A 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. ar�at m RRQUSST FOR PROPOSALS PUBLIC AtLATIOISINAR ttTIRR RLRR s: as ac sa�reas rra s Marc am rc=.raarsa.�::� �ss,uc anarn mae CITY Of NIAN# SOUTR AST UVSRTOVNIPARIr HST RSUSilS1.OMIT PROjSCT AUGUST 20, loss 14AURICE PERRE, Mayor JOE CAROLLO, Vice Mayor MiLLER DAWKINS, Commissioner DENETRIO PEREK, Commissioner J.L. PLUMMER, Commissioner SERGIO PEREIRA, City Manager Stage I proposals Due: 2:00 P.M. September 13, 1985 at the City e s Office 3500 Pan American Orive, 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 Ll Rtlo SAT M PROPOSALS PUGLtC tLATIONSINARetTING PLAN city of NIA"t SOU#AAAST OU014111VARt UST AA0tMi1p"ANT PROMT 1, PUBLIC NOT ICt Tbo UTY V MIAMI hereby inrri tes Interested parties to subrni t proposals for a pub' it Rol ati ons/,Marketi nI Plan coveri n g the October 1, 1909 to September 30o 1186 period i"or the Srsutheast Cvertown./park 'West project, All roposals shall be submitted in attordante witb the Request for Proposals document, which may be obtained from the Southeast ilveftOwf /Park 'West _ Redevelopment Project Of fire, Suite 901, 10 Biscayne 91 vd. 6 s Miami, FL 33132 003) 879-3366, This document Contains detailed and specific information regarding .the objectives of the City for this project. The City of Miami reserves the right to aotept any proposal deemed to be in the best interest of the City, to waive any i rreguI ari ti es in any proposal or to reject any or al I proposal s and to readvertise for new proposals. in making such determinations, the Ci ty's consideration shall include, but not r be limited to: the proposer"s experience, the minority participation proposed, the proposer's financial qualifications, r$ the professional reputation of the proposer, and the evaluation n. by the City of all information submitted in support or explanation of the proposer! Public Relations/Marketing Plan. r Stage I proposals are due no later than 2:00 P.M., September ^y F' 130 1986, and will only be received by the City Clerk's Office, .: 3600 Pan American Drive, Miami, Florida, 33133. Sergio Pereira City Manager Page 1 SLWNP1216 VAaitc atstAIPI,Ion #Io 1p'� r Vast 1\' T �i Y 'V project entails the rederelopment of 200 acres of OHM real estate tb ' adJatent to tie M14"i cootr'al Business is ri t (too) for new i residofiti al and commercial a+c°tivity,, The general redevelopffloot t or"ttlpt for no pro jett araa Is directed toward the provision of a wi range of housing 00portunities withina down awn setting, t including support uses necessary to serve the area's future population, Oaring the nest ten to: #i#teen gears, this area will be transformed from a nei'g1 borbood of blighted and marginal r�esiderttial and tommertial larld uses into 141 integral tomponent ;,s' o� downtown '1iami. The'Southeast Dvertown/Park liest ProJett Area has goon designated a community redevelopment area by Dade County under the provisions of f`1orida Statutes chapter 1+63. The redevelop.ent plan has been approved by the Commissions of both the City of Miami and Dade County, and certain redevelopment authority has been granted to the City of Miami for project t ...... F implementation& ' As Miami has rapidly become an international center for finance and trade, the downtown area has experienced new growth and vi tal i ty. Projections call for a doubi i ng of the employee 3 population by the end of the century from 72,000 employees to 1SS,000 employees, primarily due to a continued strong expansion ti 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 the downtown core area, an essential ingredient for the establishment of a viable downtown which moves beyond the 9-to-S r routine. 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 housing Market. 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 pro,ject's Special financing programs. Page 2 y thfi efid of this coAtur'y the project tires Is 6"Vi s i efied to NVO the capability of �s suppertfdg over 1 4000 fies� residential ufiitss 'Afid over 1000'U��t'i 00,144fte of commercial developirle+ht4 Th0 Area will have all estimated population of 2,000 People .accerding tO a retefitly completed firtst 1141ll11s by the nationally refio*1104 firm of hammer, 911er, 44e1,24 Associates. ' file Ci ty of W am hhas establ i shed the Southeast Overtowpark West project Office under the City manager to t001,41nate the development of this crucial project,* TM project, particularly the irii tial phase, wi 11 be coordinated and built in Guth a manner as to create suffiti tint Critical mats to thange Perception% about the project area and to support the significant public irrvest+mefit program ;required, there are certain activities occurring withifi -and directly adjacent to the project which further reinforce its development 3 potential, including., the ongoing expansion of the Downtown Government Center which will have an employee population of over 156000 Vi when completed; -� the construction of the 0vertown Transit Station within = the project area, which will be one of only three serving the Down town/Brickel I 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 worl d's largest cruise port, serving in , excess of 29000,0OO passengers annually; -- the scheduled and proposed redevelopment of the adjacent bayfront park system which provides a regional amenity; -- the proposed construction of the Bayside Speciality Center at Mi amarina, to be developed by the Rouse Company, which will generate over 6,0000000 visitors annually; and -- the proposed expansion of the Omni -Midtown commercial and residential area located directly to the north and Flagler Street core area located directly to the south. Page 3 :e y tovernmeflt par*tielpatiafl during fi ase of this Project is ooncertratedn OV0 It nvestment srt"h lfll treetealeftewfl pedestrian tie trora� � �tation attd al ��� the lei aiiii ' alit ays, ine�i la ck Transit gtatio'n Impact Area iias been identifiers. This area was sM������i'�d ���t��fi ��� t� �e location adlaraent to the 0Vfrto,Wn bovern�nent elite liedevelo rent wit thin area is �nazimi�the beliefs is to ti4�t11 tho park 44est afid bverto n portions i f the projeot area, and leverage prev IouS clip it'al im�r8�ram�e=nt expenditurds plus committed public funds tiirhan tnitiatirres Projectl with neW private ifivestment11 to�rernment is tasting a major rod e in facilitating private redevelopment of the area and promoting tyre concept of downtown l i g The development for Phase x is geared to families re iOf th annual incomes ranging from $1s,bbb to constructed,b0 homeownership and rental housing is 'be# n1 All of tr the an expanding dowfitowfi employee population. redevelopment activity ct#vity # i l thmake area, i phase Conjunction h Area subsidized financing w development the best 'housing value in bade County' An independent survey done by behavioral the Science ehundred ( Coral Gables, Florida) indicated that 33 downtown employees questioned (and whose household earnings exceed $150000 per year) were likely or very likely to move into a downtown resi dents al Community, provided that their requested features were included (i e, securitywasher and dryer in unit, etc.). Funding for Phase I redevelopment, with the construction scheduled to commence during 1986, is provided through a number of sources including a grant from the Urban Mass Transit Administration, City of Mi ami General Obligation Housing and Highway Improvement Bonds, and an anticipated loan from the t federal government through the HUD Section •108 Loan Program. end Other programs being used for construction fi ancin Housing and Revenue loans include: Mortgage Revenue GrantBond (underFunds, review), and second Funds, Urban Development Action mortgages through Dade County Homeownership Assistance Program. Four private development entities have Thesecommitted four de elopersundertake were the above Phase I development program. selected by the City of Miami through an extensive proposal review process, which included an independent evaluation of the financial feasibility of each proposal, and the financial capability of each developer. Page 4 14 t i i ' SCO-V or iiiiiiii STAOC I i of PROPOSAL) The ti ty of Al4,8111, throvgh the Southeast Overtovnlpart West Redevolopment official will solicit written proposals frofn those responsible and 4ijalffleii service providers$ selected as the result of Stage I of the proposal, to furnish the city wlth ,Nblit services in its efforts to Attoinplish fire following objectives: l)s Create and maintain a positive image to living is downtown Miami, generally, and in Phase t residential developments, specifically. Pl. Assist in prosoting for privately initiated redevelopment of the area beyond Phase t as desired location for development and investment, 3). Assist in carrying out a sales/rental effort for housing units to be developed in Phase t, 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 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 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.) Page 5 I Ste° 16 12 4 Advertising M01141.ot and Iftodlums to he used. C, Proposed topios for press feleases and query letter14 D, pro,jeot name and logo to be used during the campaign. 1. Pfflentation materi'al's needed to 'address the targoted audiences. F. promottons/events to Attritt people to the project Area. We,. The development office 611,e6dy publishes a two color quarterly newsletters maintains information shoots that are used for Press 'Kit information, and has develo�p ed An informational/ professionally produced4 ill color tilde presentation* IV. CONTRACT BUDGET A TERMS ar.a.�... re.r as r► �.. area:srcae s..s....:.src:rasreaa.r The total approved budget for this MArketing1Public Relations program is currently $606000 for the time period of October i, 1989 to September 304 1986. It is anticipated that an i additional $60*000 will be allocated to the proJect after October Is 1986. Hence, the projected total budget is afiticipated to be $12Oj00"O. The service provider; in the proposals shoula orient the approach s plan, and appl ica 4 i u.. . ` resourras in such a manner as to produce the best possible results wntn 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. V. SELECTION OF PUBLIC RELATIONS/MARKETING FIRM it rr��i.�r�rw�'�i.i�rrricri.rwrlii r�.ri�i+arrrrwrr�..�i�rrl..iir�r�i�crrl�ii itaw A: i.ar wY�1�lrr A Public Relations/Marketing Firm will be selected from among those firms responding to this Request For Proposals. Al proposals received will be reviewed by a Public Relations/Marketing Plan Selection Committee, whose members will be appointed by the City Manager of the City of Miami. Page 6 SW%0:1JL 34164 upon the inta"Ation rotof fed dulling the pr4posal's Stage I, "C�rtain firms *ii1 be selected to participate in $tact II of t'he proposal process. Those firms that Ire selected to participate in stage It will be rated on, among other criteria$ credentials, previous experience with stellar projects, and ainority involvement. Once :he selected firms Submit the proposals for Stage ti, =: The Committee -will screen each proposal for conformance Vith the pproposal submission requirementa contained in this Request for i�ropcsai s, and will then intervf erg sei,acted _ firms. The tommittat will Ubai t the resil is of the proposal evaluation process to the Miami City tanager. VI P'ROPflSA1L SUBMISSION Stage I proposals submitted in response to this invitation must include the following information and should be organized as follows. 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 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; b) the address of the principal office, the address of all offices in the State of Florida, and the -address of the 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. Page 7 Sv*w2 D 12 ` 'fi a pfi�pRis submission on background information is b s ft1 ivered by 9!00 ps", orh Septelmber 13, 19Rg, as desraribed ii1ectiott Vii. Rased on the September 13 subidissions, a selercted review committee will determine which professional organizations should submit a Marketing/Public Relations campaign proposal as explained belowt Those firms invited to submit A Marketing/Public Relations eaipaign proposal will be notified by Friday September 20, 198g. An additional three weeks will be allowed, to those invited firms, to submit their Marketing/Public Relations campaign proposal toore precise details will be provided at the time of the invitation on/or before 'September 20, 198S), The Marketing/Public Relations campaign proposal should include: 1. 8iven 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 w expect these indicators might demonstrate after b months? 12 months? 2 years? 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 and printing costs, promotions, etc.). Page 8 ytt PROVOIAL SVIVIS8falf tNSTRUCTtows ��m,�rae■o.,s �a.sadc mm ars:a ai.ara�s�rnrs:am:ssscac+ra:,rn�-aaar�s:ae+rt�s LAM 1. t aeo I prolesels list be Itartted to alas more Afl is Afi origlfiel anal tefi (101 e4019 Of the rah#4181 sbauld be delivered to later than 200 P,,Mq on September 13, 3889, tag: Ralph at oftli e, city clerk City of "MI A1#, city Hall 3soo Pan American Drive Miami, florida 33133 P, the city of Miami reserves the right to valve any Irregularities in the lPrOPOSAIS, roposal submission process and reserves the right to reject al the City also reserves the right to furthar negotiate fees, tarts, and schedules subsequefit to Selection of the underwriters, 3, Questiofi& 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 3313 (306) 579-3366 4. For those invited firms only, submission instructions for Stage II proposals will be given at the time of notification. Page 9 swI1 CONSULTANT SELECTION Rol EM CCMME PCt VCBLtC 1tR1=ATICRS/MAWTH4 PLAN THURSDAY, NOVEMRSM it loss ORDER of fRSSSRTATIORS 9:30 Review of Consultant Selection Rrocedurog 9:30 10:30 Gladys 'Kidd A Associates/Rikki Beare A Associates 103S N.C. 129 Street,.Suite 202 , North t4 amii j Florida 33161 contact! Gladya Kidd, 'President (30S) S73=2049 10:30 -11:30 Starr/Ross Corporate Communications, inc. 2727 Ponca de Leon Blvd. Coral Gables, Florida 33134 contact: Robert C. Ross, Partner (30S) 446-3300 11:30 -12:30 The Communications Group 2100 Coral Way, Suite 501 Miami, Florida 33146 contact: David C. Whitney, Vice -President ( 305 ) 854-61 75 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) 576-6700 2:30 - 3:30 Daniel J. Edelman, Inc. 444 Brickell Avenue, Suite 400 Miami, Florida 33131 . contact: Patricia A. Thorp, Vice President E (305) 358-2342 3:30 - 4:30 William Cook Advertising 1401 Brickell Avenue, Suite 602 Miami, Florida 33131 contact: Antonio Ruiz, Planning b Development Dir. (305) 381-8700 4:30 - 5:00 Committee Evaluations and Tabulations 17 4. A A UT C SOUTHEAST d)UATOVAIPARX VEST RR ULOPOtAt PROJECT PCGI.IC HLATIONSINARMING PLAN REQUEST VGA PROPOSAL STAGS It I'M RARE CRITERIA MAXIMUM POINTS SCORE 1) MINORITY INVOLVEMENT - Ownership - Joint Venture " Staff Assigned 2) EXPERIENCE OF FIRM - Local Market - Advertising - Public Relations - Marketing Publications - Real Estate Development - Total -Dollar Billings - Years Established 3) EXPERIENCE OF STAFF ASSIGNED - 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 - Quality Of Concepts & Production = Attention To Potential Market Originality of Approach • Artwork Submission RO 20 is i5 30 Maximum Score 100 A TITIACHMT ID 0,6051V#4 14 falfits from tomittLsts) CITY OF MLAMI SOUTHEAST OVERTOWN/PARK MT REDEVELOPMENT PROJECT D 0 toUTINT.S 1. INTRODUCTION =- RATIONALE si.i..i••...s.•ais.�s.i•i.••.iL 2* THE SSLLINO Or DOWNTOWN 171AMI 'i 'i . i i• i i �► . i i i i i♦ 7 i i• f f i i � 3. CRITICAL CAL ISSUES • i • i i i • i i i• i• i i i• i i• i i i i 1 i•. i i i i •• i i y f ii i '4 • ACTION ION PLAN .... i i i f i i• i i i i f i i i i i• i 1 i i ai f•••. • i -i a i•♦ •• 2 4 Si POINCIANA VILLAGE OROUNDBRKAKING 66♦♦♦6•iii466ii•6ii627 i BUDGET • .• i i. i• i i i i i i i i• i i i i i•• i i i• i i• i i•• i i•♦• i i i•• i 3 0 12, 12 . l" INTRODUCTION -- PAUGHAtz The southeast Cverteewn/Park Wiest Redevelopment project is among the :most important programs over undertaken it Miami. It represents one of the largest financial commitments ever made to South f'lorida -- 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. Cvertown 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. a 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 t'--"` _` our city. Our success or failure in this endeavor will Miami for generations to come. The quality of life in South Florida -- our ability our homes and Miami's beautiful natural environment, to 1-21 0 3 good livia'lt to raise our ehildrens to attract friends and strangers to visit us -- ultimatalyt all of t-heae things ar# influenced by the strength and Drell -being of our cantral city, ,Throughout Miami is history, thedowntown area has #jean the center of our economic and social activity. if we as a tommunity are to thrive in the future, we must bring energy, effort and hope tack to downtown Miami. That is why Hank Meyer Associates and Bob Simms Associates 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: + e externally, as promoters, publicists, sales- men and advocates for this new community06 ! development; 4 • internally, as counselors, investigators., analysts and participants in the planning process. -2- M d wo empbasita strongly that vas aaek a participatory role in -this projoct, s*uthean overtow/Park wart has many ehalloflist# obstacles And diffieulties to evareome, Ve will neither Ignore theit nor cover thorn, but we will help Identify. the and work to develop reasonable# praetical solutions. ,We vatt to bring to this effort not only our talent at publicity and promotion, but also our creative ability to solve problems. -- -------- Thera are one hundred and at@ good things about downtown IMI AM i i The Grand Prix Southeast Financial Center 'Rurdiftes tufteb,tiffie fib Vely Arta Freedom 'Tower aeau Church Miamarina Alfred 1. du Pont Building Simpson Park Starlight Ceiling at Gunman Hall The Book Fair Orange Bowl Parade East Coast Fisheries Museum Tower Pence praftau Vollson Gallery Miss UftIvO?§a Pageant Metromover ne pavilion ion on l l Chantiai A Cuban Coffee Downtown Athletic Club Agam Sulpture at the Myatt Xatz Western tear Miami River Revival Festival Granny Peelgood's Center Stage Concerts Main Branch Public Library Tobacco Road Metrorail Bridge Neon Art New World Center Action Committee Seybold Building Jewelry Center Cve's Rivergate -Sra216 � Captain Harry's Roland Your utter Once Umbrella Courthouse Guildltl 'National PoundatLan for Advancement in the Arts Ousman Ticket Rios Sally Russell's Miami Yacht Club Arquitectonica auildings Le Camembert St. Jude Catholic Church Southeast Bank Art Collection Japanese Garden 98bob 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 -6- Calstain Harry's Ralud Your Matter Dance Umbrella Courthe-Ass lauildinq National Poundation for Advancement In the Arts Ousman Ticket Riask Sally Russell's Miami Yacht Club Arquitectonica Buildings Le Camembert St. 3ude Catholic Church Southeast Bank Art Collection Japanese Garden 98#000 jobs Miami Riverwalk Downtown Development Authority Bicentennial Park Bougainvillea Le Brasserie de Paris top a, the cal the tankers Club villa Deli Omni Carousel Park West Association La. Tara de Or* ,Chalk's Seaplane Service Central Post Office Metro -Dade Administration Building Historical Association of Southern Plarida Preebia Product Samples on Flagler Street World Pederation. Wrestling Plaza Pine Health Club Rojo's Hot Pudge Sundaes Picasso in Miami Temple Israel Helicopter Rides S 'rhe 'view from the southeast tank 'Penthouse Sidewalk Hat bag vendors aaytror�t Park South of Broadway Paella as Miami Film restival Salvation Army Citadel: saynanza a Riverpare Town Crier Downtown Miami Business Association The Spindle by Henry Moore First Presbyterian Church Fiesta by the Say Srickel.l Emporium Srickell 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: l 2 Y VirBt# the primary tallinq point will the convenieu@ and excitement of downtown# not the 'actu' 41 r'e idential units• 9#c*,nd a while the project rdrketthq budget is relatively small# it can be leveraged manyto14 by connectinq Southeast Overtown/Park West marketing efforts to other downtown promo- tional 'efforts. Par example, the Lowenbrau grand Prix of ;Miami is a .multift million dollar annual avant 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 network 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 e Use cleared Southeast Overtown/Park West blocks as parking lots for race spectators, lining the area with posters or displays previewing the new community. e Distribute project literature to race spectators. -9- W 1W .:-. e offer_a prize -drawing giveaway to get p ie to fill out name/address oard.sq thus builaing a mailing list of people who attend downtown eve�lts s fnstail a race hospitality area with large. screen video and refreshments, encouraging people to linger on the site, s Advertise in race programs and literature. a sponsor pre- or post -race parties on site, *.Publicize the race in project newsletters and other promotional literature, Book Fair Sponsor a booth with displays and literature about the new community. include a tram service shuttling back and forth between the MDCO fair site and the development site. a Offer a prize drawing to get more prospect names and addresses. • Distribute (perhaps sell) a "101 Good Things About Downtown" poster to fair guests. Hang it all over the fair site. e Sponsor a "101 Good Things" exhibit at Miami -Dade; arrange for the exhibit to tour the county, promoting downtown. e Encourage The Miami Herald or other suitable publication to publish a "101 Good Things" special section. -10- L--421 .nnstee'� _ Irestival Participate in the festival with sidewalk displays* social events, program ,adver- tisoments, qtz. e Distribute project literature at festival events, s treate ftstival=related promotions on the development site, featuring festival celebrities, mini performances, decorations. Sponsor a hospitality area at the festival where quests can learn about development plans and progress. e _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: e Major downtown employers e Downtown clubs and organizations e Downtown churches and synagogues e Entertainment and performing arts facilities e Educational institutions e Cultural facilities and organizations e Downtown restaurants e Major retailers e Other city and county departments e Sports and recreational activities Q LO A Here art two farther *,gampies of .a fort ganeris nature .2aia with Surdifles and anther downtown retailers to sponsor a shop -downtown eanpa i gn t with spe- cial discounts# promotions and tmartainfnent, r 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, L e Tie in with the Metrorall to bring holiday shop- pers downtown 'by rail -- with special incentives to exit at the avertown station. e 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 entertainments decorations and incentives. Lunchtime Lively Arts# P.A_._C.B. and Other_ Cultural_ _Programs e Tie in with Central Baptist Church or Cusman center -in promoting their concert series -- through pre- or post -concert parties, joint publicity efforts and distribution of project literature to concert patrons. • 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. p� • 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. -12- SSuP11 0 0 ' Offer free display space to local artists for temporary or permanent e�thib� ts� Bring Coconut Grove playhouse performers and ether visiting Artists to the site for auto - ,graph signings# photo sessions and impromptu performances, using the 0101 Good 'fihingao list as a constant resource, goutheast Overtown/Park West can be effectively.marketed as to 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 stories. �13- !;WVJ' r Olk Stories would be developed around news angles,. groundbreakings, investor aotivIti4s, salts/ leasifig programs — and around broader# more colorful faatura topics -. downtown after hours# ,ethnic restaurantrat arts and street culture, In addition, the project itself offars a variety of Issues to report and write about -.. the National tread back toward urban living# for Instance# or the rebirth of downtown ,houses of worship, Rb press kit. A revised and expanded version of the eXiStLng 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 i` needs of recipients. Dis lays aid oresentation materials, portable, multi unction 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. -14- 0 0 to r it would be developed around news -angles ti k grt undb eakings# investor activities, alfist leasing programs and around broader; more colorful feature topicss downtown of houra, Y{ .: f�-_ {te�a�r �e hni' r+astau�rants, arts :and street '�s 111L'ls tY r�o• to addition, theroect it.solf offers a variety of issues to report and write about -- the national tread back toward urban living, for instance, or the rebirth of downtown houses of worship. _1 th) press kit, A revised and expanded version of r; 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 neods of recipients. r+ (a) Displays and presentation materials. Portable, multi- unction displays about the project for use at events# in media briefing sessions, in connec- tion with a speakers bureau and in direct sales situations. k We suggest a modular display unit which can be dismantled and rearranged as the event requires# and which can be updated inexpensively. i t (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 =a 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. -14 5106 � 21 "R17 n addition, we recommend the organisation of a cooperative advertising pfogramf funded not only by the City of 14iathit but also by individual, project developers and perhaps -major downtown bUtiflosses, to communicate a larger, unified sales message about the project. ''phis is .another example of trying to leverage the projects lizitad budget through cooperative joint markketinq efforts,& t f ) 'Direct mail. An informational series of Communications with key tri-ethnic audiences -- community leader:st prospective residenta, 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) Steaksri 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. We propose to design a comprehensive speakers bureau campaign --.identifying relevant subjects, writing upeeches, preparing handout materials;, training speakers and, eventually, placing them in 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. -15- SIM1LI w 59 fates we can embark at any of these activities, however, a number of sensitive Issues flood to be addressed, tadead# without answeriag some critical questions# vo believe that even the largest# most vigorous marketing otfort will fail. Some of our questions and concerns are raisod in the following section, 4 1 a • CRIMAL t8su ode believe that Southout Overt-own/Park vast -- aS it exists today and especially as it is eeraeiged today is not a marketable products the City of ,Miami is making good progress to change what Latta. In large .part, it will be the responsibility of the marketing team to change what is 2e10eived. The two ... fact and perception -- are inextricably con- nected. It is unrealistic to believe that perceptions, except the most fleeting, can be 'based on anything but fact and reality. The reality of the matter is that the Southeast Overtown/park West environment presents serious problems. Say the word Ova to most people who know Miami, and the word" association response you get is: riots. Downtown Miami, and 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 4vertown/Park West community through false per- ceptions will be a futile and self-defeating exercise. -17- 121 f . A Credibility is crucial, ve can say downtown miaini is an excitil:ng -place to live# because it ice., tut we cannot say down- L town is a Safe place or an attractive place until the pr tpec- tive resident can see and believe that these things are true. Southeast Overtown/Parlt Meat is a long term pro�act, and we readily acknowledge that early residents will, be pionears,, willing to take some risks in anticipation of future benefits. gut even the most pioneering people -- and particularly youngt impatient people -- will require some degree of satisfaction I. and security in the early years. 10 The Mayef/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. r Otherwise, the project's credibility will be damaged. If ib 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. Fal W Vhtre' speclfieally, do we see problems# and how do wa Propose to deal With them? We have ldetxtifieel five areas of concern, though we think the research we propose my wall uncover tothers. tl) Safety and security. Southeast bvattown/Park blast and at night all of downtown Miati are perceived as nary dangerous places. While statistics may show that more crime occurs elsewhere, people feel especially vulnerable downtown, Within the past decade, riots did occur in bvertown. Within the past year, expressway crime did proliferate near the deve� .�....::,. .tr. (2) Ate. 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. (3 ) A-ppeafangei The southeast over tavalpark vest environment is ugly, finlike most new community develop- ments whieh spring up from themiddle of large open spaces# this new **mmunity is emerging from an area of decal+ and blight. As thedevelopment ptogresses4 the blighted area will shrink and disappear, but right now it is a majorconcern. Lack. of Noi bborhood. This is a problem of both fact and perception. Southeast Overtown/park West lacks the physical elements which would snake it work as a neighborhood .... supermarkets and convenience shoppi g, 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. 60 I^ We canaot mandate buyer quotas, the city's research survey asked it people would buy a ct ndamintiam With a washer -dryer # but it did tot ask it V@ofille would buy a condominium with a family of a different race living next door. In a city where ethnic atd racial are a fact of life, We think these questions need to he 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 hest 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: • identify and understand the critical problems of fact and perception, • seek solutions which may exist already within the framework of city and county organizations, -Z1- bw ra commminata Mose solutions withita tho city and uxity and to the Outside OWMn i ty't offer ideas to help create now a'ppreachat and solutions where they do not yet Quist• lnitiallyt our points of tontut and areas of resear h will. include the fol lowing i rhatitution city of Miami r planning, zoning# Public Works r Community Development Police Economic Development, Human Resources city Manager Metro Dade County Metro HUD planning priorities, lot clearing, building demolition# parks# street ligbting# ate. Cvertown 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 Housing and area beautification Metro Dade Transportation Service and promotional plans Administration Dade County Public Schools overtown schools, especially Booker T. Washington (Magnet • School) and Dunbar (West Lab Experimental School) -22- kim bw 9 Greater Miami Chamber of Commerce tuslness Aasi:stance Center Miami 'Dade Coraiinity ,college# University of Miami# St. Thomas university, rlorida International university Economic development and promotion Job development Educational needs and program ;planning 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 Dvertown/Park West's social, economic and aesthetic needs. Some of these groups include: the Downtown Merchants Association, Jackson Memorial Hospital and others in the healthcare community, the Srickell 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- 6 The initial parts of the research process outlined above will roquire about 90 to 10 days. 11eyand thatf, the timetable will depend largely of what we find. Obviously, we can not cCi�lt� munieate solutions to major problems until those solutions are in places We anticipate that we will find many answers to our questions t: and many solutions to problems within existing city departments a� and institutions. if this is so, we should be able to begin an ., internalcommunications program as early as the third month of odr 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 iL early in 1886. While the research and analysis are under way, we also can begin some of the behind -the -scenes marketing efforts. -24- However# we do with to emphasim the importance of the research and analysis function, Southeast 'Ovsrt *t/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 problam-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 course of -our relationship with the city. Based on these considerations, here is a tentative timetable: "'121 ^N 4 ft 6 4h 41 t2 it to is it I! to Ig "'D 21 42 23 vo It-L.-lu of L+itlidi A ff- 14 1 aek Witiet ;,At to Jent with t IAI• loctli M.6dI04 litit of ke'l mlitolkity 1eadvt-04 etc, i i t I c,,i 1 +obl oth a is 4 ;,. tophuntio-Stitihz WiOlitl Cit"./Counly v f,j,,v •lowtitowit eventu twvlto publicity C' tht'Oul"ll. L,Ickj;tvutld briefing sesblolu; With editorial boaHs and k(:y t -.-portees. Ctlu-uly flow of newso photai, teatut^e releases. 1'erio,i1c =1istribution or updated press kit. twit contacts with Allij national pir'suix. V. j"I.Ijy materials for use at -1-IC1,11 events. (1't.r.ill1zv bpe,Oers bureau; write recruit and train upe-ikersj Identify audiences, berin zpe-ikers bureau program. and pt-oduce collateral ftij,,v brochure 1t.tck 101,1ev I "L;tt:t* P1.111 adverLi"lle, program, budget. !.-iurich a4vertiulnr campaign. OV).. it .11ruct mill program to media. it-v.-O - o14--ve loiters. tirm-.pective Li.,tj it, viv,,v groundtiveaking (2/80) oth• v groundbreakings Ines v,,i,Ltjvu grourvibreakine "r ij:_ i,,;(: jj.,tqtae-_- re:.tiv,ii I, 11'. , I. l!'11TIP 1--xv-IM-11above) k K R X A x x R x I x x x x x x x x x x x 9 k K x x x :11 x x x x Y. x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x 9 X % x x x x x x x x x x x x x x x x x x x x x As they occur, on a continuing basis. I j It 5 6 7 8 9 10 11 12 13 14 J!, 1-, 17 18 19 20 11 Q. 23 .' i e An important development milestone will take place in Pehrnary# 1804# when Indian liver tavestmants# tl, Ltd4f begins construction of Poinciana Village# Southeast Overtown/park West's first new residentialunits, Located near the southwest corner of the community, this complex will include 192 units, about half of which will be low- rise townhouses with the balance in a id -story tower. prices will range from about $48tOOO 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- W The Meyer/Simmer 4roup rec'o4fmande a two—part pramotietal program in coanectia h with the pcinetana Village groundbreaking: ( a ") A Simplot dign i f ied groundbreaking ceremony to mark thehistoric significance of the event. b) A marketing promotlen, created in cooperation with Indian liver Tnvestmentst to draw attention to the attractive financial opportunity. 'his should be .a hard -selling -special event or promotion design- ed to highlight the 'good deal" at Poinciana village. a There may seem to be a paradox hera. Why, after outlining a lengthy program based an the benefits of downtown Miami in general, are we recommending that Poinciana Village be promoted r 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, 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. -28- Sacs.., . There terminly villbafifty opportunities for dramatte events -- perhaps as early as the arrival of the first familiar. in 1909# or the awtpletion of the entire Painciana Village pram loot# or the start of eafistruetion of the Doicama Venture sports and exhibition caftter, these daeialens will need to ba made at a later time, The request for proposals for ,public relations and marketing services specifies a one-year budget of $120#000. ''his a�moutt is inadequate for the scope of services outlined by the 'city. The Mayer/Sims 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 tools until the second year. We respectfully recommend that Southeast bvertown/Park Wiest project management reconsider the $120p000 budget allocation and seep additional funding. -30- it palms f"m cominfl) 3 Ctryt OF Mtp►Mt pUBL1C RELATIONS/MARKETING PLAN 0 SOUTHEAST OVERTOWN/PARK WEST REDEVELOPMENT PROJECT 4 STAGE 2 PROPOSAL A JOINT VENTURE; GLADYS KIDD ANC ASSOCIATES, INC. NIKKI BEARS AtvD ASSOCIATES, INC. NOVEMBER 1, 1985 0 MIAL—la.mm-21,09 pActs INTRODUCTION 2 09JECTIVES 7 RATIONALE FOR JOINT VENTURE a - 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/FLOWCHART 49 BUDGET FIRST SIX MONTHS 50 - 51 SECOND SIX MONTHS 52 - 53 SECOND YEAR 54 ADDENDUM 19 El 0 The prcgran two bring new life to the Southeast ovartawn Park Wat area, a histzrie district it Miami s inner city, is a challenge that can only ,aucceed with thie total c°offt ft-iitzent of the entire cottitttunity, Joht Xaish tt, Author of Magatrende, etatas that Oay 199D, Miami will be one ,6f the world's great citiesi" We believe that and wart to be a part of the team that revitali2as downtown Miami. We seek to change the lortune of a deteriorated neighbor- hood by improving the area's image with current and potential residents, and expanding this positive focus upon the downtown area as well. There has been extensive pre-program research with 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 i sector for many years. In the late 1800's, when our church was built, this was a vibrant residential community. Now we find ourselves in the heart of the i a s bUSIA419 ftltritt. The Aft Evert/Park West commity should revive the whole dMmtwn area,'" he Bald. Certainly there ware negative perceptions due to the riots of the early 194b's. 'The targeted group, the younger middle and lower middle claw, indicated that some of them wouldconsider buying or renting a home in the area, but many ref . them and others in the community still question the city planners' projections for property appreciation. The city and county officials have developed a mastor 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 Miamit" 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. 85swILram ' 0 cWsICrIvsS . . The growth and develop cent at downtown iamit ifteluding the Southeast Overtown park West prejett in the years ahead will depend largely an 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 aggressive marketing Public relations program that will raise public awareness of the project and its downtown location in the city. Target audiences include downtown businesses and their employees/families, potential tmployeesi the financial investment community, civic and community leaders, the media and residents in downtown Miami/Brickell Avenue/northeast/ northwest areas. .10 The following are the objectives of the KIDD/BEARS public relations and marketing program: 1). CHANGE PUBLIC PERCEPTION ABOUT DOWNTOWN, MIAMI a. Housing 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. The Condos along BricXell Avenue are very 3 vwwJLJL I W;7 11 exp-ensive and se 'dcwnt'OVA IIVIAJ has beat ragarded in mast iri'nan ea as out of tit reach of many ptzpia4 avers the new units at Plata Venetia and -other developments such as Hamilton on the Say iCondominium at 23th Street and Biscayne Boulevard often carry a very high price tag. Now the Southeast Overtown Park West Project will introduce for the first timer affordable housing in the downtown area. The story trust be told so that people who desire to rive downtown cat now know that they can afford to Live in the Overtown/Park West co=unity. b. Crime Statistics show that the-'. downtown area is approximately as safe as the suburban 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 r 4 of the pubIle� 1 424 AhmmiDIA1'es Sven though Downtown Miami has several, hew Amenities andtriany others that are plannod, there are still many people who are n*t aware of what in happening down- town, much less some of the other projects that are planned for the area. All of these projects have been publicized extensively.- however# we feel that there is a need to package all of these an.enities through one cohesive effort in selling downtown. S 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 85401 16 R re'arsation. al and orate to e t amonitie's • Matrorail and poopla Hai arj transporta- tion • Dayalde Specialty Center and marina in additiatf the proltat must be positioned as a Ohubo of on -going activities and excitement generated fora broad variety of persona: interests to that the protect becomes :synonymous with exciting, urban activities and sophisticated leisure living; in a contemporary atmosphere. 3) . GENERATE POSITIVE ENTHUSIASM ABOUT THE PROJECT This can be done by involving business leaders, members of many Chambers of Commerce, Downtown 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 MIXMI AND THE PROJECT IN PARTICULAR Our publicity campaign will include business, lifestyle, architectural, real estate, tourism and ethnic publications. 5). COORDINATE PUBLIC RELATIONS/MARKETING EFFORTS OF THE DEVELOPERS OF THE PROJECT We will coordinate an overall campaign by working 6 . s r11 s i�- yy with the five de-vel'a-pors to ensure that their own marketing ampailns are consistent wah i - the tot.&I pro -gram, and in order to receive - Maximum coveralat - 7 - 11 l! MONAU t JOINT �,�2 Op C-DY9 R=0 A OSOCIATO 'the main rationale for the 1eift VentUfe is to bring together an experienced teams. Ve also felt that the team should be representative of tho tri=ethnio mix of our oommunityp because ve strongly feel that the protect needs an ethnic balance in ardor to be successful. A professional public relations firm can do the job. A conxiitted professional public relations teem can achieve the goal. We submit the following points for your consideration in selecting the public relations/marketing firm to handle the project. l) GLADYS KI;DD & ASSOCIATES, 114C. 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. 2? MINORITY PARTICIPATION The following is a percentage breakdown of the venture: Gladys Kidd & Associates Nikki Beare & Associates a 100% black and female owned Joint Venture 55% 100% female owned Joint Venture 20% E • 171 Frank CcM (his:panicl Wally Cartes Subcontractor 20 Subcontractor % please note that the RIDD`SEARS joint venture is the only proposer that has an tot female repreaenta- 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. `rank J. Cobol 100% hispanic owned realty firm# brings a long history of involvement in the city and adds real estate expertise. 3 ) EXPERIENCE OF %MMSERS OF JOINT VENTURE The members of the joint venture have over $b years cumulative experience in the field of public relations 40 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. ■ El POR THC ACCOUNT 'The pr-incipala involved in the ! int venture will have total supervision and respomibility for the account. Stith Gladys Kidd and Nikki Beare are professionals who 4eei that the project requires people who are experienced on similar public relations/marketing campaignst who understand the sensitivities of the project, and who also have worked on the marketing of downtown Miami and its amenitiea, understand the many facets of the community's needs. 5) 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. 1] .0 IL ;ice ..gT.ft1k, I.M.A.122 mIt's a Matter of ta-a1W La the Public perception of what the entity, product or service repraaentst Public perception is the attitude# or the feeling, the public holds for or against a given projects 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 ardency, to help shape the public's perception 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. The world is a merry-go-round with its ompants ail reaching for the ''brass ring. * Some ihako Jtj s e don" t. Socitl saLeatists vategeriae the gensral public into a series of strata, members of each btratim have their own basin needs, aspirations, idesires and de-te'graphic data. Peoples are eanatantly striving to be identified with and reach the next rung in the ladder, not really satisfied witAi zieir present position, but rather grasping for "the brass ringO as represented by the neit upper strata. The ,southeast Overtown Park WOst project will make "t passible 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 a. county and city employees, etc. 4 9 - According to U-St N-fs A World Report (9e'Pt,, 14t 1993 its -us) this group it labeled as tha '"NEW COLLAR" workers. (see appendix) 'Their damographic profile includes people 21-0 years old.w vith incomes between $15 # 00 3 and $ 3 0 40'0 a year. Though they are riot affluent or JpowerfUt this group has an enormous agpeai to marketers and advartisera, according to the article. In easence, 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 PORTUNL Magazine, post World war 11 baby - boomers will become the biggest spending social group by the 199019. Now in their thirties and early forties, many have delayed having children, retain 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 - Strateligally# their present residence fag drawbaek.a and they find their eaffimute into "vn a drain pty- chologivally and econwivally, They are drained mhon they got downtwn.# and further von out by the time they return home at Afight, T149 T14RUST The marketing approach should be an appeal to the W pocketbook as well as the psyche. In addition,, the fine 4i amenities of the project such as Security, gw'A.MI ing pool, views of the spectacular Biscayne Say should be pointed out as well as the recreational and cultural 4 advantages within walking distance of the project. A 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 - SSWIL216, d:SMW r upper upper Fz Jim* f rr%FF?{#if"z}s e `rrr. s{ ftll€s af• ¢fif iff Y j €{f s€€ r rf u Is s W C� •r • :;• : , lower upper �O " Y gt r " upper m�CCte Y_.•. � •r. {{:art rr r.Yrar yti r •ryrr rt ;{ry{t. y . y{, r 1r rrrr rs yY M1"Y" r r y;•�.•.;:�'r.•, r..•r.•. r r r lower middle ��,.� . .,.......,rr ,y r "� a :; .•.v..ay.YYYYvor—•r: rr ,r,r ,rr,�.rr�;-,�: rfr.r,;;r a• -«�"•r� ��•4•.. ••Ft•••rr=f.:t;?irt'•:tr•";;.•K;•••..:,tfr •=rJ=:tt=r :: r..'t ..rr. r y' {f#f•...••z€?f€ef::t{f#?.U.::...::€rf:zfi�f#^ii:#ff.�f€€€'i?::::i? s{••:::•:::.::r a ........... r.:r e�: .r ` 1t r:r ::f=r u e rlo :zfi?c PP ':fL?r'€{�??ic :ffffr'i.�#f€€...:•f ; t» r••r•.rfSrrprt .;;K;•.t••rr•.r "•."'rRS-••.•••rt• �;;�;'!r �Y:; tr= "• r "' � �i, - a� � z r•. .z..;r :: z ._..•...... :� 'r.g '" z..i•..z+...=..c?ft€r}{ef?isr..r•.rt••s.f#{:�{:?##rif=#:?rti�r??�f;:{ff€€??€.=s.':{i..;;.{feffff=ff:r::ff=:fc?#fe?f{€ifir?if;.;?. .f.��,, ?f:f:•f:a:r?s:??:::?z::d=�:?a€rf=:??:r?::.:zf=f:?'frf=:=:f �rf=f::=?t:?=::f=::rzr~;r:r.{=:fr;::f=::f=::f�•:.: :f- ::>. :r •:�_.. •. . _.� :, f{f':?f . .,sFff•..: ..if{ �?ffe�:�� �:�z??fz �t: . tf:rr#?ffi#;;:::rgr;:r:::•:rc.••s.•::"f{€f='f€='€z#•rz:•.::.€r:r ...fu•r:?s;?e{ff•.:• azf`:€frF,�zrr€#?:::::•: ..:�a:••::r•=:•=::•t:. _.:: .:::;=.:::r:r•::: , :.:• fff?"' rd « tr•.• ..•r.;::•.::...:•?ff€€? f:r??. =s::::=??:: , 1 f€f..??f;;r lower lOwer4f:t==ii :€z::r =.:.••:r.:#:,r:z••.. ..aa•.z ia..aa.la3.i.,� �5 �..,.. 0 9 • NLsw Caflat Waftt In th a USA 20 * 39 YactS Old S.,Z,000 - ;3u,uuuyper v 16 6 rken 41n, — 92 Ar.Lsred hirM sCnOCI 5.5 wter.eed ccilege 3.1 finishes c--ilere 17 the strategies for achieving the objectives are as follewel A. Identify targeted publics a. Develop the message C. Implement the program to communicate the message D. Evaluate resulta 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 - is - -.19 S %WJ CPO Rater the village in design and building award progranis 9. 2spand ftmutity Advisory Board to include representation tar now residents 10s monitor resident attitudes and needs 11. Generate trade publication support Ia. Build Speakerl.s Bureau and arranqe for speaking enqa9emehts wk 12. -nation Center Arran96 special tours of Infor. for associations that have majority of members and targeted market. 14. coordinate "Passport to ProA89" campaignqr - 15. Coordinate Special Events 16. Develop data base of prospects 19 Ins Mkxasttrc PLM In formulating the program. stratovy* werust eariai er the positive aspects of the aeighborh odi Affordability of housing# access to traas'pertatioa, proximity rw down- townt historical value, good investment cppertunitit§ and a eompatihie cross section lot incomes# education, ages and rACess Attention must be focused upon the area's future and give a high profile to these leading the wad►. These leaders must be positioned as progressive, cooperative members of a volunteer -business -government team. CORE ACTIVITIES 1) IN,STITUTING--_A. MARKETING/PUBLIC _ RELATIONS PROGRXM 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 i c our recommendation that there be a name change. 20 - ) Suglatted nareS Laelude! t VILLAGES OrDAYS# 02 AT O RTM Bii[+a � S ILi{� A09 OVRA'�l'����� t'CITY CMAUM PLAZA • pARX WEST PLAZA • OVERTOWN PARK PARK WEST The concept of the word '"Vill.aces " connotes a series of growing COMMtnities within the over- all project, which will have a variety of ethnic restaUranLat malls, artists' lofts and nightlife entertainment. The word Villages is also easily translatable to Spanish "Villas". The word "Bayside" will be derived from the Sayside 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. Centrum City and Centrum Plaza are derived from the name of the proposed sports facility that will be constructed as a part of the project. 1) - 21 - 4 , sy working with the ftwntown business 1-oa diar_ ship# a Campaign pan be ereated# with the individual bualneaaea in the downtown Miami area participating as pro yam LattnIrs. The Book would offer diacount opportunities. When peoplt make purchases at the shops and restaurants downtown, they would get their Paste stamped and vali- dated on each page. People who get the entire pasaport stamped on every page would be eligihlE 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 inpartici- patingstores, or at the Overtown Park west Information Center to pick up their Passport to Progress during the special event period, a 45-day campaign. a - 22 - "'� 2 11 .6 D The campaign would receive positive media respotsa, Through 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. 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. - 23 - AA ; A 4sontesporary -art form wart be very Wentlftabla,& Ve rac*mand a state of the art animated no -on sculpture atop a tall pillar to bring the Lzage of the project to life while providing a dear emphasis on the developnental physival location* M Not to be in the initial 4 month budget, this F_ art forn, should and could be separately funded by the local art/business community. Expected coats - $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. AKE: 7. DIRECT MAIL Develop 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 S 11 11 Although this will be 'dasignad for media, it will have a dual purpose in that it Can be used for an information kit to be given to potential dev@logers, investors and area;supportars. It will include a fact sheet# photograph of key areas and individuals# and where necessary, the brochure, clippings and ether pertinent data. 9) NEWSLETTER We will assist in the continued preparation of the "Progress" newsletter. 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, i et cetera. - 25 - in L��V M-M,-M S U.i2 L InI&AVe��� 'Very f4w- dollars are budgeted to advertising for the -tvertOIWft ` Park West project. In order t*Idt the most out Of the advertising dollars available# we recommend that it be used to develop a public service format with the identifying s logo design and a positive theme. This design can then be made into stats or veloxes and disseminated to the major M employers in the County to use in their employee newsletters. This strategy was.effively used during the 1962 ASTA World Congress held in Miami, with the slogan, "ASTA, 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. A secondary benefit was the use of educational editorial material that was also included and helped people in Greater Miami understand what the 61000 Travel Agents meant economically to the area. This strategy could also be utilized as a marketing tool for the Qvertown/Park West project. .. 26 1 .9 erne eu eetets a. d t .se en. very fear 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 that be Made into stats 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, "ASTAt 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. 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 economically to the area. This strategy could also be utilized as a marketing tool for the Overtown/Park West project. 26 Ivur:1# a► � 11 f in addition - radii and television PubIL-9 Semite Aftnouncaments Can be prdparod at little or no cost to the project* 1. —1 2 Pt19LSC AELATZOidffi Moat 'observers wh* look at *vft *wn MMami see a refnaissance with a large renovation process underway. fofipared to other American cities, the downtown area is not .just being revitali2ed. An entirely new city is being built, trans- forming the area into a anetropolis 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 ayford- able residential housing which will bring people back to the heart of the city. This is a very important element in the 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 identity for people who want to live close to their place of work and close to a host of cultural and recreational amenities. -2g_ A It "R Z the project presents a variety. of public roiatiatig opportun. ities, The viossage is the revitalization at dmmtoum Miami creating A "21OW t,*Vft LA town'" for POOP14 Uha 8,60 that ulvea as cowhopolLtat in tastes, interests and arkitionst -and Uha do not want to settlt for what they tool are the provincial M. lifestylts of suburbanites. During the first year of the contract, the main public relations thrust will be to change the publiq*s perception about downtown Miami. We feel that education plays a very important role in this process. This will be accomplished by 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 benefits of downtown revival. 29 W-W 1, a- I'M =_A=MWAt_'Z' -sir r] ;9 s While we are telling the story ,about downtown m ami, we will also proceed to introduce the prefect to the pubilie uhdOr its new naMe• Since the prOlOct Vill not be carpleted for several years, it will be essential to begin building name awareness, while providing as much information at possible about the location of the project, the develcperat. the affordable prices of the housing units, the amenities, the security element of the new community# etc. our public relations program will contain the following elements: 1. MEDIA RELATIONS This includes working with the local, national, and international media, including television networks, 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. bI Features People who decide to buy 30 - s People who decide to rent Shopping stall - restaurants Historical village of Overtown Builders and Developers profiles c Qeneral Nows overall story an 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 hiving 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 w x- to keep roots in Overtown. Miami gearing up for 100th Anniversary with a new downtown. Special events promotions. -31 - C 9 Another element -of our public relations plan will involve working with all in-house publications of major employers downtown# As wall as Chambers of Comercat civic groups, and major associations to make aura that information about the Project is covered in their Publications.. Ill. SP AREAS_LU.RSAU A speakers bureau Will be established to provide presentations to Chambers of Commarcet 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. 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 - L2 Ll 11 is U with Dorothy PiGldg Of The al,Aeh Arthivol ftatzry and Research PoundatiOn who will be creating a historical villa -go 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 rend-ved economic vigor to the neighborhood. 14 4 s 1] SMIAL ZVMTS in order to provide exoitement and interest in the projeet, a number of special events (I-S) will he planned to reach the target audience and to generate positive publicity for the project. These events will also aid the name recogn = Lion and location factors of the project. The following are suggested special events that can be held during the year; l) 02ROUN2 SREAX L-N 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 FOODFESTIVAL - 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. 34 y� fop�eC�q q� ME } t On July 22# 1006# theCity of Miami will be go years r old* The Diack Archives will use spearheadltg a drive to locate the families of the pLeneers who signed the original charter leading up to the lboth calabratLeft's We propose to take advantage of this occasion by doing =- }? a special events that will enable us to share historical ."� background about the area# teal the story about the �rt changing face of the downtown area and the role that the redevelopment project will take in changing the area. ' S) TRIATHALON - VITA AMERICA By initiating special activities beginning at the overtowt/Park West area and tied into other major sports activities, there will be a major focus upon the Overtown/Park West Community. 6) FOLIC 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. s - 35 a ✓ter A _ A special weakend that Can facua on me ethnic artiata and their art, e Could work With the a a14gera to help create an attractive Construction '"gncel for the Project by having local artists paint murals highlighting downtown scenes (similar to the Frail Alpert murals in the corridor hailing to the Convention Center,,.) This could help market the area# by reinforcing the project's name and location and generate publicity f ei 36 S w1 16 859wI111 0 Main wtt MA alven our understand3nl of the objectives to be achiev@d, we propose to measure the effectiveness of our campaLln as foll3ws: We propose to do a survey at the end of the first six and twelve -months in order to measure the ,name recognition/location factor of the project. 2) SPEC= EMNTS 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. 37 1 `" ift: 9 .9 121at, _ The publicity efforts can he measured in two ways. prst will he 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 site 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 54. 38 s_ EPP=r28 9 ' CLADYS X=# president of OWNS RM ASSOCZ-AT1180 is a seasoned public relations and Marketing professional with over 20 years of experience. She began her career Faith _ Rubenstein# Wolfson Campany in thew York, ,a corporate and financial firm. Her experience at MCC included servicing a ' 4 a nit er of Fortune 504 companies# as well as major corporate and financial institutions such as Southeast Banking Corporation,, Church Dwight# Manufacturer of Arm & Harmer products; AVX 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 IF increased public and private investments. Subsequently she was with Southeast Banking Corporation in charge of internal communications and the Metro -Dade Department 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 Dade County area. Gladys Kidd & Associates, Inc. was established in 1983 and has specialized in corporate, trade associations, special events and travel/hospitality public relations. She has performed services for: . 39 - Private tadustry tounail of South Florida getter Ausinus Oureau of South Florida Miami Dade Trade & Tauri:an Cam�'CtLaaJon MLss'C8ll,giate Slack Ameriean Pageant Artigras Festival 17 'Xings Day Resort Yacht Country. club 44a. Xidd is a member of various professional organ - at.;.ons, including the Public Relations Society of A4.-:erlca and the 1985 Greater :hang Moat Committee. She is a board member of the rude County Council of Arts & Sciences as wall as Chairperson of the Neighborhood Arts Panel. Presently she is a co-chair Of the United Way Communications Committee. She was active on the publicity committee of the 1984 Miss Universe, 198S %jigs Teen U.S.A. and C©TAL 1985. She,is a graduate of Pan American Institute, Panama and also attended Queensboro College and the New York Institute o Finance. Ms. Kidd is bilingual, he: second language being Spanish. 4o - XtRItt MARS, AVA is President of RIM M Aa91 jATggf V= Active in public relations in Plarida for more than a .decade# she spetialises in eorporata't trade associations, government relations and travel public relations, Among her clients are statewide associations in health care and travel industries, the inter American physicians Association, the American Association of Travel Agents, including the P orida League of .Hospitals titvestor-owned hospitals). She has &lac served clients such as Eastman Kodak# flora Chemical/Latin America, Baxter Travenol and U.S. Home. 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 �i Jobs for Miami and was past -Chair of the Governor's Small. Business Advisory Council and a member of the private Industry "Council 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 '82 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 Waters 10 K King Orange Marathon 183; G. D. Searle Racewalk Program 183 and Windsurfers International Tournament 183, 41 t • z she has represented the narac-ona vstal m :am i to orilla (Morida Keys) Witt -hall Hotel ( teago) vorman Ralma, Ltd* w She has boat a reporter and feature writer for several South rlor da newspapers and has been published In marry national pubications. She is ,author of three books. Beam is a graduate - of 81Udmora Collage, 3 � a t i i i f ' f: e nni timic to vice President of vikki beare, t Astociateso x§. of nth has been involved in travel and tourism for ever 29 years, both as a journalist and in public rtlationst As public relations consultant# the helped establish -Dof .he Panama tourist Office under Irma kranqo# irtator mourigm. she was the Panama public relations consultant far AmericanCyanamidt United States Travel Service, Hilton. Hotels and Hills & Rhowltots She is a member of -Women in Communications of Greater Miami, having served as President from 1982-1982, and chaired d1b a top fund raiser, Date With the Press, She was elected to the Board of Directors of the Corm. Gables Chamber of Commerce, founded the Panama Chapter of the r1orida Magazine Association, 41 I iK J. CON has handled many publie relations accoun-tt during the past 22 years. He has handled the following special events; ;Trade rair of the Anericas 'World Trade Center for Miami Bankers Conference from Central South America Caribbean Conference for 'Trade with Florida He currently it liaison for the National Conference for Career Education and Drop -Out Prevention which will be held dk in March 1986. Recently he was successful in wooing the 1999 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 ft Dade Community College and Florida Atlantic University, majoring in political Science. He is a member of the State Advisory Board for Career 11 WALRYRIA CORTSS has Many years experience in tourism Activities. She has worked for an international public relations firm and the Nexiean 'Uvernment Tourism Depart- lllent s . She has served the Miami Department of publicity and 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 acid as corporate secretary for Trans -American Corpo- ration. She earned a B.S. Degree in Arts & Sciences from Vibora Institute in Havana, Cuba. r: 11 a Hilliard Avrutis is president and pounder of Advertising and Marketing Associates-p lnc., established more than twenty years ago# His experience includes the design and impltmenba-a 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: Racaly- 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. 1 gli= ,l! PR E= :< I. CLAWS RILED & ASSOCIATZSt INC, A) MIAMI DADS fiR=B 119 TOVA19M CCMUSSIOM = 1124 contacts Selman Lewis, Executive Director prOduced a poster calendar of events and a promotional brochure used In marketing oreater Miami and the Baachea,as a tourist and conven- tion destination for the Black'travaller, b) PRIVATE INDUSTRY COUNCIL OF SOUTH FLORIDA - 1983 Contacts 0`oseph Alfano, Executive Director (305) 579-3565 Designed logo and stationary as well as produced a marketing brochure to sell the program to Dade County employers. c) MISS COLLEGIATE BLACK AMERICAN 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. NIKKI BEARS & ASSOCIATES, INC. a) SOUTH FLORIDA SPORTS AUTHORITY - 1982 - 1983 Contact: Rick Horrow, 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. . 97 ;i a � .77 1 to Health"yourself 4 •. i 7 �� P0 �� PRY 1k Mill T it• � T i. OntaCti, Arnbld L. 'Tanis evelaped statewide campaign concerning ried ,cal malpractice issues, r ) A,sT.MA,N i GDaK CG: A,Ny i9' 4 1982 contact! Michael Donnelly Rochester New Yor)t 35 _ promotion of thing Orange parade i{odak flOat and festivities participation. e) OMNj INTERNATIONAL COMPLEX 1984 - 1984 Contact: Rudy Milian, General Manager f (305) 374-6664 Coordinated 20th & 21st anniversary - Beatles E-{po - i f S _ Ir 48 . �4 4• 7 i' r� GLADYS KID* j1SSO C IA'1 E.S, INC. N1.KKI '131 A111. & ASSOCIA'I`Lr'S, l TJAII ,kCTIViTY ,.a; T,•fni-niation Kit .Speakers Bureau .,---n.-nr inn ,advertising Placement Newsletter r/ MA 7 17 11 U List Community Awareness -� t-n Proaress .._-, v IMAmF- Recognitlon (MOD X X fq Groundbreaking Miami's gOth Annivers��rY Art in the Perk X Jazz in tile: I'ark 4 9' - a l 1 1 1 4 0 TIRST six 1409E includes all staff time billed @ $3rod0 per month for sir months ES'-l_MATgD BCPBNDt'tR� Advertl_s�n�. Design and production Direct_ -Mail Logo Design Brochure (4 color with pockets) 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" Camoaign 2,000 passports @ $1.00 - more - - 50 - 0 9 i rrorIn$ greaking. � th SitthdAY Pftftsyf 'CIty of 14 ami Bata to 10 ����� i a y{ �y yt:{ y11yp�gy;q }4 is `y �Y�C�L �h �t1L V�Y�i�al ti i%{i '41t t1�1 t 2,000 Miscellanaeus eft9 Subsidized by Easiness Community j NOTE: Production costs which are prepaid by to the our firm on client at the behalf of client programs are rebilled ofthe following month. These expenses are subject end to a 17,65 service charge. Major production the client. Invoices costs can for costs of be billed directly to professional staff time are rendered at the beginning of the month in which the service is performed. 3r, 1 r, i F - ,.,, ,., A 0 9 9=140. ttx MONTHS Pr�ss�ar�ti�' l.n hides all staff time billed S3,a0b per month for six months ESTIMATED EXPE4, DI URES Ad�er�isi� Design and production Marketing specialties, (T-shirts, pennants, buttons, bumper stickers Direct mail Fact Sheet/Information Kit + Newsletter - Quarterly (2) Artwork/design/production/ mechanicals/typesetting 2,000 copies @ $1.00 *Special Events (2) Data Base Research Survey/Focus Study * Subsidized by Business community - more - 9 21tbb0 5,000 2,000 10,000 1,000 2,500 slum W'"-wamm"o $ **Art Sculpture tm,,000 "Subsidized by Developers NOM 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 beginnning of the month in which the service is performed. 29TMAT20 tubar- T SECOND YEAR Pot Professional Services includes all staff time billed 4 13,0`00 per month for 12 months ESTIMATED EXPENDITURES Advertis09 Design/production/placement Direct Mail Fact Sheet /Informatitsn _Ttit Newsletter (Quarterly) Artwork/design/production/mechanicals/ typesetting 4,000 copies @ $1.00 *Special Events Data Base Research Survey/Focus Study Miscellaneous Expenses NOTE: Production costs which are prepaid by our firm on behalf of client programs are rebill.ed 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. 0 $ 360000 40000 12,000 50000 4,000 30,000 2,000 51000 6,000 $ 140,000 I s A. . x r r rt lPut of t d, certify frnm the reeords of this atude that ;ttt= SURE Anti ASSOCIATES, LX. is a ear erasion organised under the lags of the Stateof Florida, filed on Dteember lO, 1970. Q t7 �- The document number of this corporation is 271860 V• ��;` „s n tun andM t further certify that said eorporatiott has paid ail fees due this V'r� office through December 31, 1985, and its status is active. �v� �C�TCa 3nC g Q 7VC OC LVC �. we Inc anb anb the aiben unbar mp h Zn oreat &ea! of the Mate of 3flnriDa. Zvi,wvy at Tallahag5ee. the Capttal, this the � c 'nM3 7th Dap Of October, 1985. RE" C t8 Q Z`VC ?V, ` .y `; ".• '�' '� ocarge gtrrstone �WG �;� nowt En. IE �ecretarn of Mate _ _ c+� r �`+ rn r.c�vt.c�V-L�� 'QGrM✓vC'.✓ VG✓JC...'�✓VC'.7�:.:iv��...Div'v�Ca7vC.�VC�vC�.ut��r'.7vr'r7 ~^ .. -�c� �wgr �c�n n n �n� n ca cn a n n c,� , n c► c.,, • s, 3 awrl "Sm at ba s ^ AA- 1a i�P��1 records of thug office that aLays DD AMCIATSS, i cgr Wy from the t�T is a cor oration organized under the lases o the State of itiC p Florida} slued n bete3ser'12, 1984. V V c�t\W The ddeuent number of this corporation is tt33818. \i P 15 � =V this OMC6 through December 31, 1984, - v� IF OR � `VG DEC r# 7zC l+ `n� (Diben under my banb anb the n $teat meal of the jtatr of pariba, � V s �zC =QC at t allabaSser; the Capital, this the ?nC i 1985. �=V`f e 7th dap of October, 7nG �-C DEC X DEC 3 7QC �!ti = _ ,� • argr rEstane DEC t iQ �A K`EK �p ret�ry of Mate i` C PM M M �M �S..ti r s n rn �CEs�91 Q;,V1s`-"Luis`•"VisV1VL=V1=�`Vl3T�"V13�"Vls-•V V V "-V V'r`( V. 7'm nnnnncnccincs��,�E�c�icnrcinn i 4.. ! f'3 .."" Jtf1d16�iiiii�/ W't1d+ll�tt. �fr,71 '0075i9 LICENSE S - s6 ()CCUPATIONAL rall $14, NIj1G1< t1xIFe t15S'3C[AYES SttC 183.49 176.30 168.711 153.5U 1 a 91 OEC. 20% NOV. IS% OCT. ! SEPT. ae.�� / y.y�■■//��, y�ee Ay4 M ` 1ei�R1ftU(jA kii alo.'1tN1'f$ xJ y as lined hMQit1 is wpowwi ' i 7ofor and 3n �conzidwstion of t1�e sum as gel legal entitin the alstplicalittla, to ally cvc.eation '. hereby IIcensed afio d tl�e�licensee de license being ngasubiec19 t to charter and/or municipal code nt the +1atAt111 I�►11lT conditions contained din the municipal City of Coral r.* ies. Florida '. 144# +y ;1A Stl diltE s 111 11 NOIA t�P" �oIA V402 TNIS LICENSE ExPUIES SEPTEMBER 30.1986 PLACE AT ALL TIMES. � 14,of LICENSE IN CONSPICUOUS FINANCE DIRECTOR tCodeAto4000-321.1141 " �%►*!?��!>•�.i�������tl����l�a�:y� swa.ioa«a. .r«e«aww.�«e e•a�e�w�iawe«�«w a«eowu«.�t or nw.«�e. ►wave. _ _ ;: 1 s db t. T :I�ir LIC Sa AZA must at mm-Alvt* At PLACE OF BUMNEAS s .4 AL txPlAts stot. 26. ing 4V�PUtgl AVS 402 C214L SAILSS 0 33 LICINSOC TAX 44600 'tLZIS; 'u1 17� P-1 a 0 u FL SS146 If sa.-_ Tvbc Cz 213 PUBLIC RELATIONS S SMOLS 44.00 I cm 24y**E'i�'qEczive�D609/23/857900109001000004400 COU.NtVTAA COLL- SICE FIEVERSE sloe if I movamwo-tvA AtNL- 4 At t at a ==mLa ML 1284 OCCUPATION L LICENSE loss L L WE MUTY m VA OP MAIM MAT at 049PLAIYCZ ATIph aft BUSINM ACCIVIAT, 1 ir. MAIMS ADORESS., 101IMN't fibSTAB _ MrAmr ILICENSE TAX 2240 M1�035 NO 125 ST-202 N M1AM1 FL 33161 'T-OTAL AMT. PAID .22,000 SEC. TYPE OF BUSINESS 213 PLSLtC RELATIONS I r:MPLS 22a,00 ,s eie-tv ticemsea to engage in the ousiness. PAYMENT MEWED .5 02/11/85410005 100100 000 2200 orotessmm cr occuntion soeciftea hereon. DADE COUNTY TAX COLLECTOR SEE REVERSE SIDE 11 • I i I i jilWlti'l��►1�C,rs�4�latiQ sl F�� � ���� � _ 1� Despite its problems, Vflaxnl, lathe Newyork and Los Anveles of. 5 tomorrow BYED-Allman WaL. NIIAMI'S DE- ( drug dealer Iire•botnbs another drug dealer's car, or l tractors are two-thirds tight. The place has no begin• when there is a riot. They have cordoned oif the nest rung. It has no middle. But it does have an end• -if t with those red plastic cones ased to diner, traffic :when ySu to willing to drive far enough to find it, jj Head out Southwest Eighth Street, aka V. S. 41, I there is danger up ahead. Don't come closer, the aka cones say, you might get your arm, ripped off. the Tamiami Trag tin southern Florida the cocaine ' The alligator comes there every day. She Ices there dons aren't the only ones xith multiple aliases). True. i listening to something, and its as though that reptilian nothing much changes for the first couple hundred brain is thing to comprehend what it hears. If you put i blocks. Whether the signs are in Spanish or English. I your ear to the ground you can hear it too. It is a distant whether the people are white or black or brown. Miami mar, a kind of faint rumble, a little like breaking :eaves, still looks like a used -car !ot of a metropolis. I a lot more like the hum of a freeway. But be patient. Eventually the subdivisions will thin : The alligator does not know it but she is listening to out. The sky will open up. You will find yourself in an Miami. She is listening to the sound of quicksand berg . itrs-,ense swamp. Go a few more :Hiles, make a sharp metamorphosed into concrete, of swamp and sc: sb- leK, stop at :he parking lot, waik down the trail into the . land turning itself, almost overnight. into a test case of swamp about a quarter mile. You will know you have ?,rnerica's future. ^.^ally reached the end of `liami because you are face to face 'Alth a ten -foot alligator —and this is not one of THE CITY OF TOMORROW those alligators that %Testle Seminoles for a living. WliEti IT COMES to understanding the everts This is a monster. Or is It a metaphor —for what we that have overtaken Miami recently, even chose people :err *cans. for two hundred pears now, have donewith who have lived there most of their !ivies are ike that the emptiness ail around us: Ever: day this monstrous alligator. Tt;e changes have been so big and thee come fusion of all that is innocent, 311 that is savage lumbers so rapidly that not even the human brain can compre- hall out of the water, had onto the trail, where she has hend them all. made a nest. So the rangers of Everglades National Is Miami race clots and drowning boat people. the Park have done •.what the Miami cops do when some dreg and crime capital of the United States. or .s tiliami T. 0. ALLM.4-s is an edt:u, a Partdc .:'e'tvs ser-1C[. This s rttt,4lsJ�rctf rorCiQutrr. s t 11 LN COCONUT GROVEMIAMIS affluence, perpetual youth, and ceaseless THO S OF ENDLESS insure is in its purest foriu. :he world's newest great city, as the local 1 But they've also given Miami something I sang " Viini, Jouinn Jezi" t"Come Find boosters like to say: Is Miarra the crisis of else —a kind of character, a gritty re- Jesus"). as this Creole hymn vibrated out the e!ce:fy or score gun Be!t fountain or i sourcefuiness and an ability to rebound ; into the surrounding slurps, one couid pe ret::a! cuth? Tihe Unerlcan Dream or �om the worst kinds of crises, which is ' sense what people corning to Mial-ni ha.e tie Fonda rug: tmare: � one of the city's most attractive quaiities. always believed and, for ail the cir•'s prob- After Iwo visits there I carre to one Not that Jliami is ail problems. Indeed. !errs. still bei!eve :cdav: *, 'us is a place ccnc!::sic'n..Miarri is the most ascinating ; it offers pleasures and excnernents oniy a ; where even the Most unpossibie dre"ams c:cy in i—erca right now, preciseiy be- t handful of major cities anywhere do. 1 can come true. cause pract:cady everything everyone says \liami is pae!la and ballet in Little Havana. ; about :t, both good and bad, is true. Some j the dolce vita of Coconut Grove, the art ' XN ACCIDENTAL HISTORY of t�e reasons Miami is such a compelling i deco bohemianism of South Miami Beach. ONLY YESTERDAY. PRACTICALLY p!Gce to visit: It's racing and flamingos at Hialeah. sailing ; speaking, Miami had none of its pre.ent { In ore sense the TV newsreels are on Biscayne Bay, and landing marlins in the . grit or gutter. It was only the Cat_k: is '-kith r'ght. Ever ::valor national problem we atlantic Ocean. In the United States only i palm trees. How did Miami become, al- wce r as converged on Miamm iate!v, and New York and Los Angeles clearly exceed most overnight, a cir• of skyscrapers and = 1!a= Seam to L:berry City you get Miami in sheer cosmopolitan, urban ex- ' Mums, of drug smugglers and muitmatwn- the sense »^at ',liar,^ians of ail katds have i c:tement, Yet the richest "cultural" experi• t al corporat:ons, ore of the most cosmo• ::ad to ;Doti gig :ha!lenges in the face and erce 1 had there was one you can't find in : politan and contradictory cities in the . do sorrier =.g about them. The travails of any concert hall. at Sunday morning mass whoie United States' recent years have given Miarni a' ot of pain. I in Little Haiti, thousands of worshipers i The utter newness of Miami produces ; ESQUIRE FEBRCARY :9e3 tic 8IA/le0YYW12 1 AT THE NOTRE DAME D'HAITI CHURCH. THE IiEV erendThoniasljenskibaptizes the youngestmember of allaitian famiN. 3 the ^rst of Miaru's many paradoxes. It :s 1 ture—an opportunity worth exploiting. i ongins continue to shape its identity as simply that uruess you have a sense of ; She sent railroad magnate Henry Flagler a strongly as the automobile does Detrcit's. : histor,: you can't understand Miarni at ail. ' bouquet of orange blossoms. It was this Daniel Beii would nct popuiarze 'he Under!:::ng ever•t:•.ing :s the :act that 4--is; 5ving proof that Miarni was a place :there phrase "post:::dustrai society" -into a"a. ei;cr:-se:en }ears ago the place didn't ex- she sun shone even dueng the 7ostiest But that's w•i:at `.Bari has been 4 —, , t .e ist at 0—and if it :vere.n fora bouquet of winters farther north that transformed ver: beg-nn:ng--a place -vi ere Borne ar- ' orange tlossorns, the aitigators might stul Miaa:i 4om a private estate into a ftiture rive searc:',ing for happiness and ethers are be M:ara's only residents. metropoiis. F',agler extended 'us railroad there •.gaiting to seil tt:em Lard, polisa t eir As was to happen =_o often in the suture, south to Mianti ;where he also built the shoes, and pith t::etr poc'.-:ets. Tutt e and it was :risfortt re elsewhere that caused lavish Royal Palm Hotel), unleashing a Flagier did not reaiize :t, but trey were ::et j 'the place, a coastal ridge bordered by man- P,00d of irnmugration into Miami that hasn't just developm4 another Florida re3cr:. i grove swamps on the east and saw -grass stopped towing once, Hundreds of peo- : They were psoreenra, e:ghty ;:ea: s in ssva-Mps on the west. to take a quantum pie. ranging from sharecroppers to real- advance. our nattonal trans:o=atcon .etc Ieac• It •.tins the .vi:ter of :8°5. estate specaiators, converged on Miamm a sere:ce•sector economy. Even tcda�' The .cidest cold spell :n :memory ;toping :o retake their Torture. manufacturing accounts for croy 3.7 per - gripped :;~.e C:rated States. Mary feared for Other cities have started as forts or cent oiMiarm's total tncorne. the ^st::re of F'cr:da'S :nfart tourst and tourdnes, trading centers or ports, Miami Miami is a city of t ne 'ui :re because :t citrus .csstr:es, But :where Others saw must surely be t;e only metropoiis its size , always Bias been. =s:s• :opal landowner Julia T,:tt;e per- ;n history to start out as a place to get away Not that Nliami seerred the wave of ,.e ce:vec--;n another .7r^.e t of Miar is fit• s•om :t ail, and even today lliami's peculiar . future very :onq. Indeed, ear:: SS "1 17 9 .k.T THE \OTEE DAME D'HAITI CHURCH. THE REN erendThomasWnshibaptizes theEoundestmember ofall Within family. :he rust of Miiatm's rram: paradoxes. It :s cure —an opportunity worth exploiting. 1 origins continue to shape its idertit:• as sL:.p:y :hat unless you have a sense of She sent railroad magnate Henry r':agier a ? strongly as u e 3L'tG:,.Oblle does Det:cit's. hictor..• ;:ou cart': understand Mia.•ni at ail. ` houquet of orange blossoms. It was t1his Damei Beii would nct popuianze :he L:nderi; ing even~:.ing :s the :act :hat just 5v.,—g .roof that Mia,;.i was a place where phrase "past : dustrai societ: "unts::p'3. eigrtysetien tears ago the place didn't ex- :he sun shone even •:lurn3 he hostiest But ;hat's a hat `.liana has peen :trot:: the ist at ail--ar:d if it weren't for a bouquet of mvinters farther north that transformed ver,.• be mnirig—a place where sore ar- ' orange 'lossoms. the alligators :.right still Miami :torn a private estate into a future rive searc."Ung for happiness and ct6her s are : be Miamm s only residents. metrcpoiis. Ragler extended his railroad there waiting to seil t :ern land. polish. 'retr as :vas to happen so aften in the future. south to Miarni ;where he also built the : shoes. and , <. : er pockets. T1:::e and . It :,.as misiorune elsewhere that caused lavish Royal Palm Hotel). Unleashing a Flag:er did not realize:t, but :he:• were act the; lace, a coastal ndge bordered by.man- ;'.cod of i:, migration into Miami that hasn't just deveiop.m4 another Florda grove swamps on the east and raw -grass stopped rlowtrig since. Hundreds of peo- They were pioreenrig, }ears ... s•.vantps on the •.Vest, to take a quanta:.:. pie, rangng from sharecroppers to real- advance. our "muorial :rans:t=amr, ._1 lesp. It •.%as :he •.r ter of :.Q95. estate specuiators. comver;ed on Miami a service -sector economy. Even -cc.: T e c^ cide�t cold spoil :n exor: ::^.op:rg :o .Taktheir forure. ^e anufactt:rr.3 accounts for .r.:;: 3.7 per- 3npped me � mtea Mates. Many eared ter Other cities have started as `orts or cent of lfiamt's :ot::l :nccr^C. .he ~ ; re cf F enda's .nfart tourst and *ound.res. trading centers or ports. Miami Miami :s a city 4 :nr future beau: e ;mus—es. But -xhere others saw must sureiy be the only metropolis its size always has been. :-s;s. :opal landowner Julia T;:ttle per- m History :o start out as a dace to get away Not :hat Miami seer ed :he :;e i lved—n another amen of Niiarni's fu- horn a all, and even today Miarm's peculiar , future very tong. indeed. Nliamm's ear:y_ Sww12%Ri��.�.f.` ""01 �f 17 �X^�T „ it , - "'a' tmfrris`#t� �4iil! i !g`it'd3 13fC>yltl}tfisll!`�' M=* �"d IEffE�t!liitaflt . ��� �iilglfi � � `fft6i �tr !'i1�1 tt�i'lii�fa� t tli l aidiiit>; doesn-tt1tY11 i iLlf# feat ide!l idl;► t tt iq t d i€ a ai Si.'2�+=� a ate telftu t d( ff6' s, affid tl1e� t lt�: Mat /'s lie", :At the bt 1982 the lutsri it fie lows, *lie the mil i✓ much.ate &t age drt�le:�eag, mat il>�e 3Ytet' � Fi �e.it�li >ti�it�; � Fledt5n �1d�rtl`3 Cff'�ot5do�i, �ie�afl + did %iiE 1#ai't�s of tap3fietCih �''`` 1� Etatltif5 yliaitli aS'1(: pidti d5 clarda etPi f e. rproCe # dress that `t it yeaY agd tdt�t55tlf wht still Me'trb' dli'tan Mama t 1%ill *Me �1tatC5f s iearl; df delta= p gls tfyj—•the the ,d me day df Figs and inaustry Today finance, banking, Arlo the Cwbaff f ssi#e cf55is, A old spell thin.— W """`ihiet-nu ionai trade actoubt 4 two tmated �1imi, The told w inior ,� third§ of all indOffie aid jdbM ,and t+nar= i propelled it into a tutttultuous urban '` Ain itself has beeofhe M inte'MA6otfal adolestente that has tibt etlded yet: business, th 19il $ritith tourists at, the early.1p50s, Miami in fact spelit Ito re Irioney in tiarfli than w 3 at the-vot`.ex of t+ ©of :he mosthopeSd"Mams. tourists f m 'Ohio and Texas cam, . tonSe uentiel Lh3flges �n contefr,6d= biped. ,atih Am. ericans spent tt:tire rat: Am. ettcan history, 'lie �,r.t •!u that~ 61.08 btilion m Miami —More t,hah th Sun BeA shi,'t, and the °-pact of *iee whbt vititors rofn *e-,V ,York, this fundantetttal .teot:entation in Stiat'ni's traditional rnain source of America'8 economic, social, and polit+ tourists, did, ical Lie on Miat`ri can be =uTr.,ed up -mth a us may eventually fare, it suggests the 1'h. sicaily, " Miaf":i Is not being "re= few statistics, T:iirt:, dears ago the etitire ; future is beating down on us ail a lot faster yitaGzed" like tf,aiiy othettnericari sit= >` state of Florida had ;ess than Lr ree M111ion than anyone might have itiia$ined. The es —aft entirely new city is being bu:it. people, Today what the Census aureau most disconcerting thing about,`�iatfll ifn t �1otie than � iiliGfl in .",et: bLiadirg, in ca115 the Mia,S:i=FoP, Lauderdale Standard ' the crime, drugs, and all the other Miaini fact, is ttansfor tisng :�liarni from, all ,giver= t Onsoiidated Statistical area now has the problems you hear _o Much about, It's the grown suburb into a rretr,.�olis with a New same number of people that .the entire sensation--5ometimes exhilarating, sortie- York-st:le skylu;e4 construction of a S1 state ,had back then and is the tenth -largest times ,ppa&g, but always disorienting systeri is also contr;but- :retropofitan area in the whole United ' that a chain reaction of explosive change ing to what people there call the "Manhat- . Mates. Pit another way, Greater Mianti has started in Miami that no one could stop ' tanization" of downto-xn Mianu. has Suitt up a larger population in the last now even if they tried. t'l'hat accounts for this veritable meta& phu—.y years of its existence than Greater Consider a few aspects of the meta r,:orphosis? In 1,?pti it :vas a railroad. a Boston did during the first three hundred morphosis of Miami into a maJor world resort hotel, and cost-free winters that years of its existence. One reason things metropolis: j transformed Miami from a swamp into a change so Last iff 1liar,u is that more human ; • As late as 1964 :Miami may as well real-estate bonanza. Today it is the ;et changes occur there in a year than take ; have been a landlocked town in the Mid. ' airplane, the computer, and something far place in a decade in many other cities, i west. Today the port, opened that year, more precious to investors than orange The Stgi Belt shift by itself ;night have handles $9 billion a year in foreign trade, is ,blossoms and sunny skiesa unique, tom- . made Miami another Dailas' or Phoenix. ; one of the biggest international seaports, i bination of U.S. political stabiiit.• and But it was an entirely different kind of ; and is the world's largest cruise -ship port. ; zerican technologyand a skilled, multi - human phenomenon that made Miami not : A $250 million expansion program will lingual Hispanic and American work . Just a big American city but an international ' double the port's size by 19S6. force —that is trans,16ming Miami into a .Tetropolis as yell: the beginning of the ' • Vol very long ago. Miami Interna- trip global city. third great flood of immigrants into the tional airport was where a lot of tourists ' To understand. think of Miami as a mie United States. not from Northern or East- got off. It handled no transatlantic traffic at croprocessor clop, for Miami doesn't pro - ern Europe but from the Third World. ! all. Today Miami is the second -busiest in- duce much of anything. Instead it processes r i especially 5om Latin America. ; ternational airport in the United Mates— { a multitude of things--rione% infor- : •. Mary other American cities now also . the place where the air routes of North . mation. cargoes. passengers. hopes, have large Hispanic populations. But, as America. Europe, and Latin America all dreams. to say nothing of illegal aiiens and so .:cosh else. �Iiarri—ah. ost by ac- converge. Miami airport handles twenty cocaine. This may seem like a task that cident—.got there first. In fact. long before million passengers and about S f billion in could be per:orr :rd anywhere. until ou the city started making head i es. Miami foreign trade a year. and yet here too. the consider not just the e:'cieccv of a ccm- ► was becoming the place :yher a suture growth seems scarcely to have begun. In- puler but as t•ulnerzbiiity. It needs sluiled shock rnight have been invented. From the tetmational air traffic is growing at the rate technicians who speak its iangwage. The k � begLining Miami anticipated he postin- of ''0 percent a year. and a S60U million computer also needs a special enyiron. �Y dustraiizat:on of the United grates; after expansion program 1s under pay. ; merit —air conditioned, dust free, where f Wor!d War II, it was on the cutt:ng edge of ' • Total foreign trade now amounts to the electricity never :ails. And it needs t our great national lunge down the freeway . about S10 billion a year in the Miami -Fort . linkages to other computers and data to the shopping mail, :vhere the sun always Lauderdale area. It handles more than half banks. Unless all those conditions are shines. And since the 196Us Miami has of all l;.S. trade with the Caribbean. about -net, and met all the time. the computer is r also pioneered the intemationaiization of 40 percent of all U.S. trade with Central nothing more than a whirring, useless k Arr.enczn life, America• Europe and Africa seem likely to piece of junk. .. ° be the next frontiers for Miami's burgeon- «fiat does all :hat mean in re and to THE INTERNATIONAL CITY ing lmpon-export business. Miami's growth's In `Miami the computer x IF MIAMI REALLY is a prototype of : � .;slate as 197� there :sere no foreign lan�iage 1s Spanisn. The air-conditicnNd, �S 1 the opportunities and problems the rest of banks in Miami and few U.S. banks e'n- dust -free environment is the cornoin--tion ; �, la' l..Y... etc 7, tiK1' W121 i i E 9 9 THE YOUNGER MEMBERS OF THE CUBA C O-M11 U- nity are a uniquely American hybrid of the old Havaila and the new. of political stability and economic and per- , edge of Miami —that thin, constantly mov- mediately. As t'or the perfume they want :n zonal ireedorn oniy the United States can ing line :where the newly laid asphalt has Texas. wehave itMour Mventorv:ter:::.i provide. The data banks are the three in. ' ;ust taken another bit of swampland and xiil 4v it to Dallas tiar at'ter rim." terconnec;rig contmentai economies of fumed :t into another part ;i the city. Like so much m ; -e new. interna- `:orh America. th Europe::n Common "Suppose a retailer m Peru .rants e:kht tionaiized Mizimi. the Free .?line :s :d ,ir- Market and Lat:n Ame-^.ca. thousand Swiss swatches: said Marta copdier�ned+andro.^ pit;erszrc—a:us:an. f A. -A Miami is :he microprocessor that Ca::aia Leiva, executive nice -president ut fore►i'm capital and A:.er=r1 :echrui�rl: connects them ail—n millions of different the new Miami Free Zone Curporauon. that produces nutnui, and •:et ;ever:trs tranzact:ons ewer: day: you see it in the which opened on former scrubland on- error^ ous sweaith. indeed, after :::rue bus;; reta►i shops downtown, :where the ly ,,n 1979. "Or a Texas department store years in operation. the aline :.ist ;:ear �,,n- Lat n Amercan tourists converge with de- wants some French perfume. In today's trolled an :nternat►onai work `Grce signer blue :eans and video games. You global economy, " she expiained, "the people and processed S1 biilwn :wc,r:`1 -;f see :t = u at oldest. most respected, and problem is not producing the swatches or goods im•oivnig 1105 countr:es end iE6 most "Amercan" of Miami institutions, the perfume. The problem is matching companies. T h-e. liumr Nzsaid, which is really the daily them, up with the people swhu want thenz." I complimented the zone's corm •piste newspaper of the Cjrbbean and much of Mrs. Lena, a Colombian. !ed me to a vice-president. Rupert -Sproui---nut I.0r Latin Arnerca as weil. computer terminal and punched out a startinR a busi ess but :br sutiduic out .,t But you see Miami's genus for process code. "It -Urns out." she said atter a mo- cinder biiwks and piate ;!as,,=ii►cLn most c!eariy dyou head out the East -:Vest meat, "that the Swiss -.watches closest to end a►r• :ondiuonm,.z ducts, a -Ude; 4 Expressway to that paradi;=anc cutting Peru are uri Panama. `.We'll telex them ►m• Miam► ascif. 5 Kb0i OI(h FEW,(( "'R1 it-r.i s Urduti me let""M AM14via" i : be VA 4ft VW It 09 !aL teow -be" Wn A kind .8t IftlAft4rl�� %a fta p►rldL b Via I;el , Xft hms NE= �I'**MW$ ti l s" 3 as, �YtIt t 5, +6t i�Ef, �'i C11lt 3 . ,wma <t�� me '+�Il�yI rA % put Pi w �` $9p '117611V► ' U.iYs�� 7tp ''�` Y,iVZD.I , events li d .lxie pieee Hof all r, On 4 �1t3 ia�tt�s iiL'�k4 �lff �IfJ ,A' WM listed, :in A jet, Ad the LleMeflts ViAt i6n. bifie to .:wife ;tiara 's " dget' f " � A �ttlei= m as a ,great mamW I'm, F6T have roved `Mile one rAi' the w3flr fAste'tts ;�A'g emew-W VoWin$ fentefs bj intt"AtianAl i '; ira �,ftCb�: 4tat9PANI , • • &9 beers l ig ' 2M1 a !A that ft5f tngAtfpVg,�c3t ItAA'bew ii%y into A y��"ade: � pip IV':�j 'C,ayjVl@sLi \ppsLo�,qq pity �,i�t b#ipi7d{lrGi6{r`c4��.li �•IG� ,ttisa'pataivJ�s�il DA�a�CI�.'J ZYi�i���,m,v, ,6Ryps,t�,�•ii y'IjAcC tlli e7�Vj/[ii, 1�1t) yVyt. i{'yY�►,.µµ�cWy��yyy,p{�`l .� WT, SEMAbb9, k.`11`"N,ar1�.�{' N, e �O.gll�y�mGy,�¢J�µppe often " shed �Iiarr�-ts>'�t hacJe nlse often that TV . i eenomi ;gibes at the etpente Wed . ;;. as, to identi., vie mew lictofs, I �f blaeks. lti l.. 60. W estarple, Z)Aexs . but, griphictily Speaking, tak6�i owned or operated 28 peteent of there ups ant prcbtern, " prom add. an Ntwj''s gas sta0mi, but mkt � A A 1 yd_�ng, ed. # coul&ll figure out where ;held the Cubans Loon rate to dotni= , Nliar".i should go, we. In 1979 the total of black-wried { " llen it struck n:e, Miami had to ttatiorit w$s -only S peeeent, Mean, go in . Miami :he middle+ Miau the 2,lling tc hde, urban .renewal +%ss gutting UhAt cog"lected eve* Uhiftq else." Perre, uyor of .%ami, "this city is going tire black neighborhoods and putting What sustains such extraordinary `r to remain he focus of the most drarnatac nothing in their plate. } ' h? gto-Atough its ra,mAcitlons are in• national and international problems, ; A siNlu process ha$ tined Miafni ir:to credibly edt",plex, the answer is simple. 1 Ntiatni's unique position is both our biggest a place where many old folks feel they have Today intet:'lattonal commerce is growing ? opportunity and the source of our most no place at ail, Wealthiy investors 1.3Si•e!1't at A staggering rate, Since 1950 Latin serious problems." l .-ust reshaped the Nliwrt Skyline, they have America's foreign trade has grown from .45.abillion toabout 833billion ayear. L,9, Like a lot of claims about Miatna, that i turned many retired persons into arban statement has al%2ys been true. 'When ; refugees. 1 : foreign trade has grown from about $26 1 Julia Tuttle sent off her bouquet of orange All around you in Miarr&i it monumental i billion to about $600 billion a year. Total ` blossoms, she was out to attract big ;nves• proof of our civilization's capacity to ger er- , - world trade has grown horn NS billion to 1 tors and we9thv settlers. But tom the . ate things almost instantly, Seemingly out { i Si trillion a year. beginning, Miami's history has taught an 1 of nothing,. skyscrapers, freewllys. cog.:= .rid Miami is ideally placed to cash in on ; in,nportant lesson that is tree about Art:er• puters, airplanes. ports. Yet what :s the then a11. In 1081 finance, banking, interns• bona! trade, and foreign tourism ica as a whole, It Is that when you start a i meaning of life —no matter how many cars ' be earned stampede toward opportunity, you can't j and stereos and air=conditioners you metropolitan Miiatni 534, 9 billion out of ( tool earnings of 546.2 billion. If Greater ' choosy. For if Miami attracts ueaithy Ven, 1 have —if it ends in loneliness. %ith the re- ! ezuelans. how can it not attract poor Hai• t alization that to far as the world around you f Nliaru were an independent nation instead , tians? If a hardworking Cuban business• i is concerned, it would be better if you did of only a single county in southern Florida, i man can make a small fortune there not exist at all? " it would have the third -largest GNP in Lit- + honestly, what is to prevent a Colombian "For sixty-nve years," said a seventy -in .A n:erica, exceeded only by giant Brazil cocaine don from making a big -fortune { year -old woman who works ;or the Dade ` and Jletico. overnight? County Elderly Sertiices. "people have it y The headlines sometimes may make I "Free societies don't have closed bor- 1 drummed into then that retirement is Miarli seem like a nightmare. not some ders. That's one of America's greatest as- their reward for }ears of work. Then they i new cor-puterized, Sun Belt, postin- , sets." said Brent Eaton of the Drug Ell- retire and come to Miami. and they rind it's "It`s Edustrial incarnation of the American ; forcement Administration. also our all a lie. They fired retirement is a punish- i Dream. But when you look beneath the ; biggest headache. Miami's unrivaled sit- meat for being old, and that that punish- ; surface, you rind what both the multi- ; uation as a magnet for honest immigrants, ment consists of being uprooted from your . :r0on-dollar developers and the Haitian legitimate investment, and respectable in- { work, sends, family, and horre and con- { boat people already :mow: in Miami the ternational commerce also makes it a snag- ' tined to Jliami Beach. You know, " she con- ,, !reeways are paved with gold. pet for had the crooks, laundered money, ; eluded. "people get bit-:er when they're k ! THE MIXMI NIGHT.LARE ! and 'I!icit traffic in the Western He. j- ; treated like that." sphere. By the end of 1982. 80 to 90 per- That night I returned to the par, of ALL THE BOLD headlines out of ; cent of all the cocaine andmarjuana enter- Miami where I had been stal=g. It is Miam recent! realty come down to four ' ing the United States was coming through ; called Coconut Grove and it is :here that ~� ;1 basic problems: drugs and violence. illegal ' southern Florda--but that was only part , the Miami ethos of constant newness, : irnmigration, race, and the crisis of the ; of a two-way street. "if every gun sold in , perpetual youth, endless a&—.e.^.ce, con- y elde:iy. And what :inks them all is Miami s ' Dace County were kept here." observed start success. and ceaseless pleasure astonishing capacity not just to grow and ; Nliarri Police CWef Kenneth Harms, "the ' achieves its purest rem. Each xorrtng change but to generate dreams. In fact, at place would sink."A large proportion of all iiom the building where I staffed I !ooked tyre bottom of all Miami's worst problems " are the same factors that explain its auc- , the weapons going to Latin :America--un- :down on a swimming pool where yours, doubtedly to end up in the hands of terror- slender, and blond human bCin i9 R cesses: a unique geographic location ac. ; companied by dizzying growth and , "Whether ' gs ist and guecnila groups —is being exported ceaselessly bronzed themselves across tom :Miami as well. i a parking lot filled with Nlercedeses, ' 1 czange. it's the positive things Two of .Nliami's biggest problems— BNgVs, and Audis, to a munici al park park or the negative things," says .Maurice J drugs and the boat people —are part and where during every daylight hour the ESQUIRE FEBRUARY :9a � 85#rr 116 nis `� IUller�: t g: t+he'[°, ;illL S N"O ?�lln`lt'htrd Omf Wet It mts fate= a e .011ti t PI ta" stft" gfy � TriVllll 7'�,,,�.:K111:1too �( mom, v Cl.l] '1l1 �fi ���ri'�1 ![ i aai,f�� ;�i�r�! q{V�(•JiY7 `�` i "OIIVI •Nl7i1L �'I Ctv7{d- Ilj. �r)ys, y ..,���111 `'�i p��)\i� lam iGJ 1mr�p'.h'N yy,� .�',.Ci ` e T � e'f yyha lmil the W t1l i ie1i ill 8f 4lt, d 64't ,in ;Fril l; 'ANe lfift f §dk*d NY t die i lg in i` 1 Q& falia tale ti#terllt3b�fi $ Ieatrh, arfd the U10rou.9 tihe g pftleffi, but 110.1 st a 'htlw it liar's lie fnenage*!!! „ Vvl"v i'rb t st `pr'fslfig isc8ttel'i+ was Fiat ` 'tie liiri 4m. M— uni tAftaii5� : ~the► + bm to much �. ibe2iit+ oc'aa black fold "it` and rnf�sil IM9 bf Et W, *?we S" menm. o grate w thet lbev no lo"ef l A,* to i. bell atff sass d`ie 'entire Sit ' f�his becomeeither Nub has ;swhsh and poor and "toBlerrl, f a9 . tilmi's'c�5sesi the lot fiostlq Z 1 %old, But %mot anlred WA A places %AA a deep sense ,of isolation s of sl;rre s �� people dtlee teemed the fum s�tyus, out bAft ciestiv • >tfn AD %M 1,W,�i has became in re. cent yearl i do one in either place A.�4 � �r � t is soltl ig thAt prnblefh, And �ft&Mdai- I ly e"cer.wne here agrees where the In" ! kited Ville as the lnat ie pr ( Mead t�lEj talked aiititit tie pro lemis �� �i� 'credit go, Says MiliArn problems of living in a city —a worid—that, 1r� `s'hould tullom resident 61 the arelter : a Bari Chamber of Commerce, ' " however:uiiofpogsibilitlesfor others, GNliarni's Cuban cornmmaniry IAs gone :.:"... ,had an�yyo place ftfr"iem1,�.{ ;{ - sp_ �y I1yi '1 i tnered1 WiW {��§ IGs Wx �an outstandingjebp ofy�ajsssirgn laytiny�gpme ' krlebt6g.4 h'facts �i'Niet thoutmd lantinCoccnutt rpcesudderJvrernindme ! of South Beach arld Libergy City? Perhaps *here-aunpredicu-blybut ine+stable—;die :lot Miami's 120.0i)+) NJ iete tow hurricanes strike. it's a place where, over ' gainfully employed and rapilty becoming t unfairly, I looked into the itei of the chic and over again, people have dredged away j assets to the rotnfnunity. No one here core, young people at Mahe bar and saw the Mu, the stud and star'tea building new lives ! ciders .hose Cubans who it:tnli aced fforn lion, much bigger thart .Miaft, as irnmense again once the store has abated, TO rflafllt : Castro's;ails as asses; to •ire con. nitiriit!,, as America itseiL that if you had enough i outsiders, Nhaml rnav seem like a doomed ; but there is the sense that the Mr.mal `.0 money and exereised enough and were tnetropolisi But t8 many tiiiamians, recent minority is gradually being absorbed, too. personable enough and chose the right possessions, you would never know the events have proved something else —that I "Zile U.S. criminal justice system is not this is a city that catf'take anything and still Vert` efficient when it comes to an individu- isolation of the ghetto, the despair of the old, home. You would Bever be lone- come back fighting. `Nfiathi is prevailing," says Bohn Keas= al burglar, or mugging," said one law. � enforcement official. "But the repeat cram- j ly, you would never surer, you would nev. i ler, 77se Miami ,Vews's priteivinning cosy seal will eventually be caught. That's er grow old. In fact, you would be ust like , MiArni--young ' umnist. "Mils community, is successfully , what's happening.vtth the .Marnebtos," as yesterday, up-to-date as all our tomorrows. absorbing the shocks of the last few years. There is definite , The Haitian boat people are another of Like the blacks in Liberty City and the the sense of problems those crises that now seem :much trore , being dealt with, and Nhami tnovirlg on in like a tnanageabieproblem—perhaps even ' old people in South Beach, the chic proles- } the next challenge," � a source of future strength for Mia ,v, In- sionals of Coconut Grove inhabited a ghet• ! , It is a sense you can almost touch in creased naval patrols and L.S. d.piornatic ' ' to. The only difference was that they didn't I Miami, and the change has been dmmatic, pressure in Haiti, where high gove* rent . laio*% From the beginning it seemed to I me Sliatni illustrated, more clearly than Tho��ugh still at unacceptable levels, crime ; officials have been involved in the 'traffic. in 11lial.y chearly.is receding from the food ', have slowed the intlux of boat people. ; any other city, our American capacity to ! level of a year or two ago. In fact, recent i Simultaneously the American justice sys- conjure whole dreamlands out of nothing. statistics from the Miami Police Depart- tern has helped dirrarush the controversy ! Gradually I came to the conclusion that ; `Iiami also held up a mirror to that strange ment show a 62 percent drop in murders, i and bitterness that C.S. government and declines in the inr:dence of rape. bur• ±treatment of the Haitians has aroused by i Amer'cari emptiness that seems always to • glary, and robbery of about 13 percent. ruling that Haitians held without trial at pursue us no matter how many swamps we just as important. Miami's crime problems ; Miami's Krome detention center and turn into cities of tomorrow• j have helped engender a sense of com- i elsewhere must be released. -What start- ' Miar i. of course, did not invent any of ; munin• that has transcended ethnic divi- ed out as an effort to singie'the Haitians out our great national problems. The problems sions. %19ce, black, and Hispanic organ- for special discrirrn ztion has turned into at of tl:e ghetto, of the elderly, of drugs and zations last year united to lobby for least a-nodest -.ic:or•.- for fair play," says violence, haunt ever•.• amercan city. It has just been Miami's Lte, as with so many increased tastes to i^:prove the criminal- ,the Reverend Thomas tCens;:i of the justice for other things, to have these problems come like hurricanes into its life. Add system and greater community Pierre Toussaint Czthofic Haitian Center. involvement in anticrime efforts. "Frank- ; ghat concerns many Miamians now is r x =` M 4 to all those ;problems the Haitian boat people, the bur- :president ly," says Lester Freeman. senior trice- :whether the Haitians, like other new- of the Southeast Bank. L.A., ; comers to Miarri, :will have the c:^,ance to // georung drrg traffic, and the fact that the Social Sec%diry crisis has hit the Miami ; "we all feel safer." make a positive contribution ornot. "For :americans are still consuming nar- years :we taiked about The Cuban area hardest because of its large popula- • prob- ijuana and cocaine in mind -boggling quan- ' fem."' notes professor Jan Luytjes. an In - a don of retired people, and you have a multi- ' plc casts such as few American cities have lilies —and foreign druguaifickers are cull ; donesian-burn Dutch immigrant who proticing .3merican consumers with what teaches at Florida International (: nicer- ., � J Y f a s j ever had to face. How has Miami borne up under this Tne !act few years have revealed they want. But a concentrated war by the sity, "until people rnaily reaiized the U.S. government and increased federal, Cubans xere the solut. on, T'r,aitians, state, and local ;assault? cooperation have diverted , too, :want to work, but :you don't foster d. e " another constant in Miami's short but ° even tiul Iife. This isn't just a place much of the drug traitic away xom NlLvrn , work ethic by locking people up." He con - "The antidrug campaign ha s.beeti very sig- eludes: "The real test, asalways in jliar;u, r ESQURE•FEBRUARY I 3 SSW W1 2IL911 041w 17 1 6 t -iiY,7� � p`t�(l'd W4 �`�y, �ia�j '11+ Is � le � Mirmno ldom'dt , �ytl��tig�Cil�ip� # �,+I ia�m>i i " bon I�L'•in a itidlt j i +iG wet i d odibribmig, thet 1jire§101 &#Am Met&61ene4 iffla i�ibn i r'e S oduft", Yet ft lb" , `ii tit itilr S ", to S�`s M" A ;a S iltids t ftg 2i i`e t tlwa 'dr Ue 9'fftSSt diStirl �is'p chid : , a �tflb tit butt a Mj6t f6fte ifi,CMMWW tuft bttiidifit Me Ulm §16M IN t'rlelitS •in Ameridl" she savg. one am, life 'hete `%r ffiate Im %M ym, He i aBitted, r" i`l a te's libpe4 tR it :b+er'tjr i tecitm the get~irnm IUM1t�11, the ps& added, in a judgmem been! �e�efin h -e et+,"says'Sea �neg,AFoh�tf6tl�`Itt : pie, T`llis ddWd e a wbtatrt ci9i4fthttfiit�' j tdriditated, Tin �ttcouttWdl the te= � M Mmid, where ag `binds of people�Ider�� tea ' gun, Wl be .ve re Vbftg up ! ne t15aintenon of 5"ein L tl` co these days, as Nines pun rt, i tlSat "talacks ! fiareet. young artists, people ii the Ntotth, ,peopleme !M LAM 1, U,AA. i •ve diseoveted they aaf t Ake a dtfa ! Mia3;1i togetf`lertoemte an'e:+tci'ti6g,1}ar,�9o,`NOWS ; ANMAT WILL��L�'�Y1 be Ike �i►hefl at cbtMUNN, fina�v lrinfshes grsvting + i fetehee," .s black CblTirliunity, .ii'1 ; fact, has cdRte balk lfaffl the 6 eltPac and ! It Ift9ht be a paean hot just to South ' 'h6ugPt t,�se R1t h ¢,l1at - l ist is dCotned ! detnt5ralita'rion t, at fbll6tyed the 1�1?a4 rioU Death bbtt to what the whole of'Bair'' is a bt� o'ne, there is art ttivda big "1 1 to UM a szzq tf impressive politaeal vit:to. ties in iiat:"1i, brie tesuit, Black VOtets eioWd be, Yet,,as with Uberty City, the teal thatIN iaMi, for all practit�l pt�tpo$es, isn't question about govth Beach isn't Oet�her , really a p Of L't�te'� St#tes anyttrote, I decided .the outtorne of the Most recent ; it wail be "saved,"Just,a5 Liberty City con= Borne Nbartri Ahglos, the 16W idiom f,or ' I trAttral election, "n, a blacks haiye 9110% , thins some of the most desirable totrmer- white English=speakers, have a'bitter little i thev're back in the game ith Anglos and ; cial properties in Miami. South beach has joke. The last "real" .Ameiit'.an to leave I span;cs-eand back in the 3#ar•1e to stay," ± ailthe attributes necegsar V to ."Fake it one i N.JitM. J. they sac, should remember to ! ! says one ti'iiarni poiiheian, of the most desirable utban res Aehtial dig- i bring the hag, , Another hopeflal Ngn in Liberty CRY is tricts in the t�'rlitea States. 1 But that is one prophesy of doom about the emergence of strong dotrMunim lead. i S ership. The Most prominent of t�1'e new � Instead, the teal question is: Who :vial ' i,fiaft at least, that ceft ihy never -#W plates Idle Libem, City and South Beach ' tome tme. OiMiansi'gtotal ` bs, ftlr a (Affi- black leaders is Let Srb::rt—a Ml t -both ' be tared tor? For the poor or'the' elderivi . pie, 52.' percent are meld by whites, 16,3 radio. mriou.:cer and former member of ! Or for those with the biggest checkbooks? percent by blacks; and 26.6 percent by the Ohio legislature, Brow-n returned to if,%ijami teaches ug anything, it is that the Hispaitics, according to the Equalt'"pibt•- Miatri following tare r ott for personal tea- ' great American success machine doesn't ' Ment 'Oppottunity trrrflissiofl, and wi^jte sons and in a'natterof months emerged as ; turn sandbars into skyscrapers. It usually Americans hold about three yuat'ters of ail , the first authentic: voice of street -level ' manages to crash someone as it hurries `. professional, erec`.stive, managerial, and } black aspirations in years, f3town, who i through. Equally difficult questions tie be. ; goverriment jobs, fighting One beside Biscz}ire now has expanded his community org ha- hind the battles Miami has been hag only to stand I ing and his radio programs to Atlanta and l against drugs and crime. Bay any Sunday afternoon and watch &..e . other cities. is generally credited with ! "We'll never really solve the drug prob- ; endless armada of sailboats and power - doing more than anyone else to mobWe ; lem until we take a more rational. ap, : boats go by to realize an important fact ! black voters and to infuse Liberty City with i a new sense of opportunity, His aim. he proaeh," says State Senator lack Gordon, ; about Miami. Miami is quintesselntiai, , one of the few Miami politicians who American, and not just because the ntsr- says, is to "show even the street kids that }} blacks can achieve realizable goals." i openly favor legalization of marijuana. He ; ber of "real" Americans there happens to adds: "All we're doing now is ensuring the grow. Miami is quintessentially Amer - 'Me delapidated southern reaches of marijuana business is controlled by critni- ! ican—there is no other country on earth `iiami Beach once seemed as bereft of nal elements, when we should be control- ` where a phenomenon lilte Slim:zi could hope and local leadership as Liberty City. ling and taxing it, and so we waste re- have occurred. Miami is both America Past j And today South Beach. as everyone calls sources that should be used to combat ; and America Future because it embodies it, remains a classic case study in the ; much more dangerous drugs." Yet there is ; what America has been about from the i Arnercan capacity to turn virgin wilder- no more support in `Iiarni for !egalization beginning, still is about, and probably al- 1 ness into urban desolation almost over- of marijuana than there is for effective gun ways will be about. r tight. Yet even in South Beach one runs control. Like so many of the rest of us. i 1a a city as kaleidoscopic as %liarr.i, it's into examples of Miami's most affecting , people in %liarni seem to cherish that old sometimes easy to tor;et the main point. j characteristic --that faith that, if on1v be- American belief that you can have it all: a ; 'Me chief reason Miami seems <_o "or - cause of its newness and rawness. in&id- ; booming international business but no We- eign" to many of us these days is the same 1 uals can make a difference, perhaps even gal aliens. a little "recreational" drug taking reason so man;: other American cities a2 make dreams come true. now and then but no organized cr*.:e. a seemed so foreign to "real" Amen: s in "When I came down here." said Barbara gun for your own protection. along :with a other times: the :whole history: of a ^:erica Baer Capitman. a New Yorker in her early iailing murder rate --above all, end'.ess is the history of "aliens" ecmdr•,g here. sixties. " I thought my life .:as over." Then construction without anything being d-!• :whether "real" Americans w;ed it cr t:ot-- she happened upon the challenge that has stroyed, and stupendous change without and in the process both " hoer ationaii: i:.g" a ode her a pronturient local leader --and anyone getting hurt. us and Arse.^:canuLlg :hemseiwes. ! source of hone --in South Beach, as Les In fact. Miami of course teaches us the In less than twenty years the a:•erage ' Brown is in Liberr• City. `17 a developers opposite. Men a big, new major city rises . income of a refugee fain iy of four has risen wanted to raze the Deco District, chase up out of nothing, you get both sky by 1.000 percent --from 32. ^-"9 In 1963 to i away the old people, and put up high-rise scrapers and slums, you get both the gift- ; $?21,356 in 19S0. In 1981 .%Iian:i's half-triI- monstrosities."she recalls. "We decided ter and the sleaze. Miami indeed teaches Lion Cubans. accordLig to a conser;auve not to let them get away .with it." i one of the oldest lessons about America: estimate, earned about $12 bi'won. In ccr^- Capitman and her fellow preserva- no matter how much you get, you can't panson, the same year the entire GNP of tionists have :von a number of battles-- have your cake and eat it too. Cuba. and the ten million Cubans still :i:ir:g including the creation of a federal An Deco But after all the problems of recent there, came to about $14 btdion, Miarm's Architectural District. It is still by no ' years, :Miami also makes something else Cuban community earned $6 percem :roans sure :who ::ill :v1n the :war. But as matufest: that people have an astonishing as much as the entire nation they had eez !. E;:QLIRE FEER ARY'j3 1111¢ i�l.1�P .ma T'-' 05 %W1217 A Me bt WMA OM t", at bnft M then, '"Miwitu Ulm M-11121 tM at itt peftma ta fat nbomm of dan 4 hen M*, Me 90§ Mvvtf, At ty ,jeffl-d 1bsuMJ#t #M t -jot ip f ta M* df Z6 1116W&SUMOLA V6111 ". vwhu iffm act in ebmA 't Mte that 16M YM, I tuft todmi jam "wee Ompub Iflemin Affierim I she U#§, nle atelil- life bM 16 -b 'e Pet- fiddet I -A -We It abated, `7hete't:hope AnUbeM Cify. tMffe, the ge6pthidlW 104 %h In A Ju 4MM teteft eVM% 1i v§ t taltma Idt At ve Thl tba be A %braft tdMM,, vindif9fa, TrA ntdantwd tw 4 gb. Sy(iq the re* Where &O'k-Aft of sat, Maybe, *6,fes gowths up, Tha Motemn fampe in L, MQ& "title -ft- M the 4 A A I thesi ties pun & iithu peope ftm t" MAW t dAvg, it Rm ilAcki vmnh, 'T",� , " I MM At Wheft it have, diicaveted they gift Mike A 411, tolt-thetta create an WILL MLAN11 be I`g 1A finAilt, W-sheg 4 lerence'" '11im, black tbrAUARV, S Uet.,4hweme badk Irom the detp& and It ftighi be A paean oth -Urnl is doomed not just u' defribr1�11tida VW 1-16110*6d tilt 10 here is An e4 udy bijfflt"" 80-rlot§ 'beach but to *bAt the whole Of N-IiAft it A big dfle,'U Liberty Ciry the 11 it MAK for'Orbeftl doses; ebuld be, Yet, at *uh re -bl ties in J�tAft,- Cline result., Black voters question about tbuth Beach iSfil'Oemr :really A pan buthe United suites'Aftymote, )' I decided the auttorne of the most recent it will be savea, butt Ub-em dtftSofrij Nliaft AhgJbg, the local idiom for rains some bithe fnott, desirable I fnavotal election, "in, e blacks have shout cottzfnet- wNto tgothtpeakert, have A bitter arse I thiy're back in the #we with Ahglos and dial properties in Miami, South Beach -hat joke. The last ",real" Americant 6 lelve back in the.Caine 16 Stay. ad the atftutn necessarynecessaryto make it one lliat5li they say, should remember to It gays one N Uft patie"An, 1 oftheohast desirable urban res;dential dit- bring the gag, i Another hopeful sigh in Liberty CiN, is tfiett in the Umed States, But that it one prophesy of down about the e.tergehce attttng tommunimt litd, Instead, the teal question is: Aho will Nliaft, At least, that certainly never ww erthip. n. e most promhUnt of the new places like Liberw City- And South Beach come true, 0f.%IiwrW§ toW.obt, for ev=', black leaders itLe! 9MtktAMaMi-b-OVft ± be staved for? For the poor tit} the elder ly? pie, 92.7 percent are heldiv Whites, 16,3 radio LMou.41def And to M el member Of Or for those wltb the biggest cheitkbooki? percent by blacks, an6'29. d peftent by the Hisspahle din 11 the 94uAl EM i0y- the Ohio legislatate, Broull returned to IfMiarni teaches us an�tWng, it it thatS. actordin .1115 Shatni folloutg ..he riots for personal tea- great Aitefi= success machine doesn't Ment Opportunity WtTiMigti6n, and wtite tons and in athatter of moths emerged as j turn sandbars into skyscrapers. It usually Americans hold about three quarters of ciil the first Authentic voice of street -level manages to crush someone as it hurtles professional, execative, ftuviageM, and tough. Equagy difficult questions lie be g v e t jobs, black aspirations in years, Brown who Ui tio 0 emm n j now has expanded his communit%o� hind the battles Miami has been fighting One has only to s=d beside Biscayne ing and his radio progwris to Atlanta and against drugs and crime. Bay any Sunday afternoon and -.vatCh the Bay` ' ' other cities, is generally credited with "We'll never really solve the drag prob- Armada of sailboats and power, doing more than Anyone else to mobilize lean until we take a more. rational ap- boats go by to realize in important fact black voters and to infuse Liberty City with proach. " says State Senator lack Gordon. about Miami. Miami is quintessefttiav a r-.e%v sense of opportunity. His aim he one of the few Miami politicians who American, and not just because the t,=, - marijuana. He I bar of "real" Americans there happens to says. is to "show e%-eri the street kids that openly favor legalization of mar.' blacks can achieve realizable goals.' adds, "'All we're doing now is entuting the grow. Miami is quintessentially Amer - The delapidated southern reaches of marijuana business is controlled by crimi* ican—there is no other count*# on earth Miarni Beach once seemed as bereft of nal elements, when we should be control- where a phenomenon like Mi=ii could Past hope and local leadership as Liberty City. I ling and taxing it, and so we waste re- i have occurred. Nfianii is both America And today South Beach, as everyone calls i sources that should be used to combat and America Future because it embodies it, remains a classic =e study in the much :pore dangerous drugs. " Yet there is what AU-nerica, has been about from the i American capacity to turn virgin wilder- no more support in Miami for legalization beginning, -Still is about, and probably a- 1 ness into urban desolation almost over of marijuana than there is for effective gun ways will be about. night. Yet even in South Beach one runscontrol. Like so many of the rest of US, fn a city as kaleidoscopic as Miami. it's into examples of Miami's most affecting people in Miami seem to cherish that old sometimes easy to forget the train point. "for characteristic --that faith that, if only be- i American belief that you can have it all: a The chief reason Miami seems so - cause of its newness and rawness. inaividbooming international business but no iUe-. eign" to many of us these days is the same uals can make a difference, perhaps even gal aliens. a little "recreational" drug taking reason so many other American cities aJ1 make dreams .time true. now and then but no organized cm-ne, a seemed so foreign to "real" Americans in "then I came down here." said Barbara gun for your own protection. along with a other times: :he whole history of America Baer Capitman, a New Yorker in her early failing murder rate —above all, end!ess is the history.- of "aliens" ccm.Lng here. -x- n without anything being de- whether "re Americans li.�e E C sLxtes.1thou#tmylife ass construction al" ;::;edit i r not- she happened upon the challienge that has stroved, and stupendous change without and in the process both- inter. iationaliz.lg" made her a prominent local leader —and anyone getting hurt. us andAmericanizing themselves. source of hope --in South Beach. as Les In fact..Miami of course teaches us the In less than t,,venry nears the average Brown is in L.berr.- City. "The developers opposite. When a big, new major city rises income of a reiugeefarniiy of :our has -isen %mrited to raze the Deco Distrct, chase up out of nothing, you get both sky. by 1.000 percent —from -32.2,`9 :n 19a31 to i away the old people, and put up high-rise scrapers and slums, vou get both the giit- $22,356 in 1950. In 1981 Miami's ha-If-mil- monstrosities." she recalls. "We decided ter and he sleaze. Miami indeed teaches lion Cubans, accordi:ng to a c onser;auve 'ionIn not to let them get away ,with it," i one of the oldest lessons about Aa-erica: estimate, earned about $12 till. ccm- ' Capitman and her fellow preserva- no matter how much you get, you cant parson, the same year the entire GNP of tionists have •-von a number of battles --have your cake and eat it too, Cuba, and the ten miWon Cubans stall Uviri, including the creauonoiafederal .art Deco But after' all the problems of recent there, came to about $14 billion. `Barra s Architectural District. It is still by no years, Miami also makes something else Cuban community earned 86 ocrcent means sure who will win the war. But as manifesc: that people have an astorushing as much as the enure nation they had Oed. ESQUIRE UBRUARY'90 8VWW1216 35%712. 4 t M Me zlduMg , fty i 'ria i'dReftl mom the 'Gf11! + ��'a 'piti W wlM �[18L+ � one lot Zed", , ItA(�; bi • i t �tA I1i`�CitIMION�4 y f �IE E'19E'ifl�i�It ��I�i :t � le� ft is alit> let t '0ve ' �t It e�t'" ie U 1�, "WA � "l;h�tg An WMA wed %he Amerim tutcess sty; ft< Nk d A MiSiAt! I, n S cud' P-9 109 it ' 't I Milft But 'be'ntM, VW ftnee, M11 MV�f An Lent► I 'dwMe" •Mt mml tt$ AD bam ` Aei6v sS s"le, VIM, U? afte, ill �eltl id�ig ; . �iA�i:illAt� seeY41 �� �' di�atfi�, fifitflE t ie, ;�y �e�l Uk,�d A bar 'i" gip',,p&A I ""C t ��ypsmiE;f1�y��t�%,h ` aid t t'��1�' ch6w L ��i 1011 Ay�yeempu ,e�yt.!` �i ita't thee ifi tgl , 't C „i tYi4 there � 'G3 i J. #Mn, y N JV�/I'l tP"i J$78L C � C!!D rAl 'IYVIYI{,l IlilYc `Y eCW � Any terbiMpal 'Ilse old Poleltle speaho. ')'beteeve aiM tif'4de—aftd�lAt+e'bet e a dff the newmets �ttts'vf hef3fd •���,�, ing bguth. Theritan age lthbtf in theft 40db'fPe-op ie_ tlewe+itted.in CGtifit '$� y to6ke �tfl'it�.1; �ie�'d At«1°i d �ilhlt= r-9611le gleans —these lariat thit't"t='i`tt'e to �adet ay reg�ne, AS a '§, Vllatitl jtttt 16191iatl� >; a land of r3�d t —brat j te. There are !."ref! aid walien ,ante toe 1alt for the tow€15tiobil ' they 9-=ete t 11aftnt, do -hive nffed ftee genetatlotls e1 ti�il;lA�tlis.�kef¢ iti,l3utltflltlkitfAntittti Inlae�l, �i ,ifs de 3tftiedtii a �etttt Cubaim ;tom te1'3filess e1we to of geme early to mythsiMiami altesdy has drossed 1 count., and he and tbe etuitess %*te p'Y i Wough eeaseless *Wk, They ate on tee � e new xMerahed, Ing tie t;r6 ftess tepoft ovet bolt at the now —and, eter ,then or twenty years; one great'dtmu—the drama of'YWe golf club in X-ey tiscab-se on how this PAN1 t..rV faV Aeait t igbsh wed, bUt*§Q U lya�t�irydaatto5n tea({lreapdy hyu te�aatthhetd its eli- tidUlat tt AftJ.faaftW�tytt% dd%ifi#� n p ��l el�t m11���G. 1i167W �'G��td4�Y .L.1�o►1s�fi� G�IYilIC Y�+eiiie �� UiC �III4.eJ �n lIICli4iall;i'; 4nd t1°.e hildrenP *Most bf t f yotaftger Americatiiiation of MiatT%`s Latins—ltas Prance, Btuil, and S1eteo," De Aoehi= 1 generation speak *flat wet all 'Span- already begun, ( fort Laid, tefef�ing to his internatiot►al gush,`"says one v iutigwotnatt, °as �jeii.as the world new recognises how the ; adteftsing fliti, "but Miami is headotaar• 1 - t act a _ } io ; : � perfet?t English, there were elections at a I Cubans time changed liarni. But .��hat tst J tars .t or two teasorts. It,s centr.di I your try club last month, and people would ; the effects on the Cubans of twenty yeah 1 sated, and we love it" start ;raking speeches in Spanish, find I of color TV, free%%ys. supermarkets. and � Before driving over td lunch in their ,ey couldn't. and t*tch Alto English." j automaiade romances?' Bentley, L:,e lie ocheforu had shown ere i ! In, Vmorclif a Ming about mhe young ; In the future, ,.NIiatrd, no less than the ; they offices in Key gisda tte, "Here we do 1 Cubans of Miami is nct that they are His- ! gilded youth of Coconut Grove, will grow i with comtuters and word processors in a panic, It is that they are to utterly Amer- older and, at the same time. other day what it took us a couple of weeks and a hall except when ar und•their families, American cities will discover that` their, rpotrdul of draftsmen to do in Europe "De : Middle -generation Cubans have always too; have a lot of Hispanic rioters and that � ttochefort said. "In half an :hour you're at I prided themselves not only on their indus• i there is big money' to be evade in foreign the airport; and before :•ou know it you're ; ! triousness but on being different. But .as + trade. *Niiatni will become more. not less in Caracas or Eio. "fie fnain difference be, 1 the years have worn on, many Cubans in ; ,American," in part because the test of tween Miarrd and Paris is that things Move ♦Iiatni have begun to look around —arid i America will come to resemble Miami, but to much faster here:" i sense that they, and especially their chfl= I also because Miami wiil grow more and Like so many Miamians, the be _ dren, are really not so different from their more like the rest of the United States, Itocheiorts hadn't just furnished an office, i AngJo neighbors after all. One afternoon. you can already see it in Miami —the they had conjured up a dreamland, an high• for exampie. I visited the home of one of i fact that, for all the foreigners and interna• tech white and shiny chrome and glass. It those "average" refugee fames of four. tionalization. people in Miami have wound looked like a combination of Star Wars and Here in one of those raw new suburbs on !! up doing what we Americans always do,, the Beaubourg in Paris. the far fringes of Miami, where Col, San, i they've taken a wilderness and createDe Rochefort showed me fife pride of dens t =i gles with medfanoche sandwiches both leafy suburbs and concrete slums. his office. It was a modern mobile sculp= ; at the local shopping mall and kids arrive to They've put together yacht marinas, sky tore. The thing was as hard to describe as 1 watch E. P. on tnotorbikes with Cuban -flag scrapers, and freeways, and; like the rest of Miami. It was aluminum glittery and brass i decals on them, every talisman of the I us. they don't have any answers when our glittery --that is to say, both scratchy and Miami success story had been carefully i illusions of youth, of happiness, of endless , shiny, stylish and base at the same time. ` assembled —the big car out front, the upward progress unravel: And yet, the The center part was circular and bright. sm.ad s :%it.=dng pool out back. the wall -to- other really American thing about Miami is . like the sun. But attached to it were a wall carpet in the living room, the micro- that, in spite of that perpetual gap between number of unwieldy weights. The count wave in the kitchen. the American reality and the American started the sculpture spinning and, once it The parents had built all this, as every- Dream, it all somehow works. Beneath .ail was spinning, quickly stood back. thing else � N aTj has been built, out of the surface chaos and tumult you have +i " tip' iat I like about it so much." explained ' nothing. Nam! was their home. Havana ; direct -dial telephones and the rule of law. � De Rochefort as we watched it hurtle ' was their drewrland; but their son had however "Hispanic" Miami becomes, round and round, "is that once you start it. another horizon. "As soon as I leave there .%ill never be a coup d'etat. you can't stop it. The motions are not en - school. "he said. "I mant to go to New York The reason is that -Miami—for all its : tireiy random but they're unpredictable. and become a writer." He left no doubt exotic newness —really is too thoroughly . 'They follow a logic but it's a logic .sou can't that t6he lanraat a in which he :vished to I Arnerican ever to become paradise lost or always foresee." write •gas English. ; any kind of utopia. In fact. you have to We watched as the center spun and �h.e ' Cubans :are prided themseives on their ' come to a place like Ntiatrd. seemingly so ; weights gyrated in ever: direction. Some - differentness not merely out of pamousm , -.foreign." to apprecmte that extraordin= tunes there seemed to be no pattern at ail. but because dhey be:eve, probably cor- I power. that Alt-per.•asive—almost subvet- � Then ever. -thing would start ,ibrattrg at rect' y, that in some ;vays they are superior i stve—force of what can only be called , once. Several times, for no apparent rea- to Americansspeciallywhen it comes ! :3merican civilization, I son, it reversed direction. ' to such values as respect for tradition. i The damn thing '•cos irresistible. I told reilgion, and the family. j GOODBYE, NII.a.11I the court that and asked d I could spina. Yet the divorce rate among Miami ; SOMEDAY NIL3.11I MAY be less melo• "Okay." said the count. "But watch itM. If Cubans, even though they are over- ; dramatic, :more "typical." even more unre• � you don't match :t. ;WU rip Your arm oif.'' 1 'w he:rningly Catholic, :s now identical to i markable, unthinkable. than it is now to i It rrirht have been an envoi for ad the : t w divorce rate among English speakers. i both Miami's detractors and devotees. I whirling fascinations of 1liami itse:f. O , A ESQUIRE FEBRUARY :9s3 ww,-116 Q"1 17 IN 3 e • 1 .'tom 3'i' ' i• �'• l''a t`i 'i''i::. J:.. i T .;yh. c t a:. c 'Y xt-*C .'ia%". #..; rt�A �'�-r y.. pS tzs$c.•ei+;i'x Y2 . ' a s...r. .I` YCi y j3t +•f.x3�,+i fr 'J7Y'ertC�t •t 'i. i.,r'i. at . .1'_ .1C♦i Y tiq ,�.Ai. .,.;; +. i'ai •; Jt:i,:a.1Eitfi b.2g46•i i ♦ . •'•♦ i . THE NEW GOIL'"AR''CLASS"'' _ 4 1 01 'a ntlo'» that levee to put its people in 111the$s yet l' liothel 1aa101 ha§ b O'n twined for the aekboflt"Y at U. Soclety IM th, 6 1Otte. 10 _z %tlt6WI-the Dembeflod eel.. +Y r� }� .- .Ray ia�e EVc u'�I�imr�icK..1'2 '"•f- ay,•.• �.c•i tT�• aCy t f Q F... .ems sit{.` re•iic Z .m+l'� fir'aEillsi •F• es 115615 it . s ° .xdier�•e+��" f�,•'f� t �-•vc'-•y { ' � f$E���! a.�'1 �dr•;�. s wl--d `Lae 'elitile..01mig "uI@ , "2+ `z ;fir - `�3r'G`' lat Ste Ux a tmr ► �Cia o o1iu a�'�t a>�:d ri-d f Gib '_ ;=`,�•, "C` ' . - c , .. �, L.._ . -aoom tie adore i tYt% A&MI'♦M d`ea•"9♦ '• a, Sd!te :: ofl $-bflg, Sda etyt 46to the; Ih eC.ire a�e`b♦�y♦�A i - " �9yc" ^�i— ' trin iiiFi� r '° ciai$OLw a71d (`•a;3�_e ad`adt$ A:Ibao, ..�E * ;.t►w�t af.�r�t�FC+"1Gl'�i •i +�� tL3 3 bIF._K a. Ifi. tl� � N` t ` i iG - i ,i iY i .�':G... •'�..._ .ca $ �c :l, tit i•�;.>re.� � � "'l;~ . ��,; � 's !'•r _ _ • Y :��� ;t a��rr:r�w ••'? �' L� a.. }2Ct:.'i� :I .,a,�i c ,.tes5ncrisi�s, e s, ,_a♦°:age its -ast•Mod ash.. Gjj .. ,.. s Y a• yGp • � � � } �y . # �, o ' .11_�•i t c`I .. J� 1 ` �••. .`{�} sa :es ►t'ig6 t tt r ".' .1, 1" i i •, a_ I $ le $i .. r .ram. aj}•i•1 Ayr• 'b��c ` .a. i 4 zi is i '.i.'.0 -.° + ter` iFj:•�2xt• ✓.uu �a----- >/� l�'` +ic�U C,�LA"•Sc1de r ` dti, a it$ aw�i+'v:lu, ttlaaiz it '{ yam. a' i ' +fie fC`y. a♦ ,tin Y'e F� � w+r y� �. � ' i. e $IetC ♦dtlGi_ E:'$. .. .. e •`' ra: n� a•�id 'iG CCr•• u• ,y �fsi'F . -�y A j +.... .- !"' l x iH 1'�%s,.r�•+• fi .�i j i` ♦i i. 4.4 d �3 dw �ii:wly . ] the ♦at•� Yt Ilaiit : a .e '� +•' = - ,, '" discov a#ed Class is to er'•'_d ♦a`: .'Sf SLiget a7�ciC�Aa� b- � e i �$� � ur. o � { c.•. to It iil.ftSO cnL_ s: L ♦ o._.< e psi i. e 4.e th-c ..y�► • • a�,�? ? i+t t j`v .�-.��_� �,s�: •�"•�t .Ifs ate'.... M 'i'i'-if� _ �•��^�3�� � • %� %. '� —a .�i•� 3de {�t:�iu Quit ✓ a tit=• T e35uty Set:2.a: : a. GL a t�C Cry-W.e latest , c�t� Richard Dar ...at, w'ao de. i �- �`�._'/• ,..� a:3 $ot:ial S{� ,,: �-♦ s•• r- F •.�>� .i 2 z��fi�''-'t_:c. `Y ill •'!F ,,� .. ,> scribes heftas �pp qp s e tisU, advertisers and �_Sii�"�'• "i j ; r . ' •• ! L� �' Ll- ♦ n ♦ $, 1 ;a •'�e•_. aanC per$ who are r1C .t'tIa'. i.5 it.-0 hat'_ r e s c� 0 S•+L t0 a.•eL ♦.re- •►dhx• „ ' r. st .�• .._, made it to white-collar X ies, t-he•r dreams and 'a'�, elot.'Ies but riot to yuppie ►i ♦i ti �.e:. ^ccAe•^ooks r •- ��' a ,s. ter,^ti •.,.�� ,,.,.; i,w,- i -: • " " rw• G r i. . , power or pc� t;on. l h '`4 are L-2t o: ta.'St be- • ,� «•1• ice . f . I -+� �.T i ,.. ;; � Y +• •.. i,7s' ♦ . � '1 •� Yy/_ f J ♦ 1 > I ;, e._r .o .:I.tf�c of us as �f .�♦ �n •�a cause tV ev are -YW1Vf+�� • • .,ri��Z ,. ,c!• �}. 'l`Z'• ./�{i �Yi � � s r a �- � •� .y/�' e >+ . the ackbon ct --he ecti .- backbone c^tz:hrsitig one tt%::d* of _ ; + '' �� _ ,Y � n try," says `far: Car♦ri:is- t e alL;est generation in »-•-''_?�"-' ram! _��' ii : t:.,, ham, a 30•year•old flour= American history. And ' 4 �-� �.ri� ton•• .So "ilreCai; about thev a: a dii e: exit because _ u:en' nus:ness of :itizl; L:e•: red: eset:t a newkind ;•� }�:i ='� but not with a great deal of of wort:r. not.s Yost- ~ =: ' r.%'l�• f - ,� ,`.' flair." ..:.. .• Eons in a ^�} ',' _:ay area . ;_ . ='w ..s i•.. K ` =�'r7 �'+'_�. �• ' atimal:es ther.I so «'h .... •�::_- - .r ,.. •� � challenging to pi:r.-evors horfng ranks —many is New middle Americans often taKe _ more satisfaction in camaraderie of ever,.t::i.•ig from c:.:♦di• se^ :ce ,. ;: than in the time-consuming pursuit of status. ;• � dates to cosmetics is that our postindustrial�•.:. ... _ :. • • _ ..... • ; :: _ '' ` •' they are "tl:e most deeply ecc iomy, they are successors to the t adf tional blue-collar indi«dual stic generation in A>•nericari history," accor c:_ng to workers.' sans Ranch W :ehead, public-service professor at Whitehead, a Democratic Party strategist. the L; niver sity ci ifassachusetts• 'They continue -hat work- "It's a new kind of conservat!=." reports Pater L:n cf the horse role, but culturally and to a sir dPcatit de ee politi- J. Walter Thompson advertising agency, which has just ca:iI, they are just a di::ereat breed." finished an extensive study of adults born be:••:•n• 1946 and N '%i ehead's observaticns help to form a• portrait of the 1964. "It's more a L.a::.;:;.ee of irdit d� '� e ^ :.►a'"' ' hew-coi:ar group assembled by GIA'eu:s & %brld Report .1 areluctancetoacce^c'*:-e from talks with a host of soCiolo24sts, business analvsts and ,and liberalism of the 1960s. It would be a mistake to say these political scfentists, as well as Pram goven=ent and private groups were returning to strict, traditional values as earlier jsr,:dfes. Their demographic profile is simple to 40 years defined by the Republican vs. the Democratic parties." old, incomes between s'_•00 ice r, i 0�,, vp ioug• -^ Economically, they are_.�et veeZ the poor and L•ne arruen, ».dividuail�. ^-� t•aii *^-ram or ^owP�',l altoeether hey acre_ .,yet their values are by no means traciftion v micc;e_.V ss."_ e.^.c•--•^�.r.= �~,r.eali„g, Aunerican business eyes their 32; Most aren't TV addicts, though they are devoted to ce.ta:•-i cn:.iordollars in ^nt•^' — na:-^ power, and ppliticians shows. They make purchases primarily �e�d rat^er than f covet 0—heir clout al._' ercent of the electorate. ` whim. They are skeptical about gover=eat, corroratons, ,ey are Lhe single biggest group or cogs and there- fore are ver, important," says Trippi, for indeed all institutions. business, bar;ain Joe a top strategist To because they shop for quality, ne•f� the Democratic Party, "If we can start rrnoving those voters collars are an elusive and not fully exploited market, James U.SAEWS & WORLD REPCRT, Sept 15, 1985 Q"-1 17 4 i. -MeRmnaft, Amisfet aw�" Or"# a 11% M 11W, VAg V" tete It giiiiaw,61 ftmdt evksn�if &get cone 0 "T ipitieMe" nmn w a e Newo slur VAhM M16 the fir* 41Mfi",* VU ee tj e Urf SHMER %lat gut Tlepublim f 6lit-i Iv.Q eil mWtiat Ue Alwitergates; 'unit I'm N Ifevil it i jiew,kmd ateneed Ameriam is the lge fro -up, thil gneiiiiall *u tilidilly tiou i m lip it a w". *heft there WU iftipm Le. detited #aftifft"D In fany lb-tagedliew-6611ir .4 sm". ate Aftdiftj but 16t the -Ant :sane %hit the Mlle' M-11 dteAm tl'ill Aat,*etk at -it Vie wiy they vhm.M it v6Wd.," Mwiter ptedieu tsat ruirig fr'WiAfth Metg '116 fie*kVdtkM9 elat-6-"the gal populitu at wo Pro. Ung W1 duce as a➢-:-estabashm. efit tebellioi Aftd A tax to! revolt, perhaps U loan W 1088, 'LAHL&S'a-A., ttAs mut dAne emu it tip for mh. Alid everybody' Licse .vtuz asti:re te beyqpiet. i: ab d that ubicuitous lerd'hM Eau( stoftill, grew out ofthe 1984 presiden- ev for young, upwardly Mobile protesi sal campaigns as politicos at• tempted to idea: fv and reach well:ed,jeated younger people �a social stratum that once had liberal leanings but is more con• servative in this generation. It is a peculiarity of labels VU that they are perishable. But while they last, they can have prciound impact, as has been seen throughout the country's history. - Torfes, fu- 9.2 firilshe t 0-W-U—nnk )tno,� In a nation of '•o-high ic of' nations, Americans have Ia. 9". '64- beled each other by ethnic group, political stripe or eco- nomic status ever since the Revolution. .. In this century, Franklin D. Roosevelt decried the -e'co- norric rovalists" who opposed his policies. And for a time, the idea that there e.r;sted a coterie of sell5sh millionaires gave a sense of brether.hood to the have-nots during the Creat Depression. In the early 1970s, Richard Nixon and Spiro Agnew spoke to the "silent majonry," giving feelings of pride and purpose to those alienated by civil distur- bances of the times. Tqd�_h 7�, on �the vgspp Lebr;cketLis-w e ex.-er_ts.:.:a1-'z- e outnum- bered by about 3 to I by the new collars. . __ CLASS PORTRAIT. Theories about the new -collar work- ers by Whitehead of the University of Massachusetts have provoked widespread interest in Washington's political community. As he explains. '"Me new collars aren't so much the young people in the ba-by--Fo—omgeneration who put on the show we call the Sixties; thev're the people who were at home watching it on tele_-Asion. out they were -ptcking up its 6_1`uWic_e_V_�-X-3_cKW5n1 er time, i�e_in� at a tat 60 N ,fiffWy thda pteiatse itutude ta*ud the IMA's6fli -1 have na Cub aftbwmg AfLars tAMj@'vel jbj bA_da.ftee& at Mfg bfpsy is -1994) hlAeg A house and wa,�I&nf far my hm- ,�- . -A .0 givi Dik Franc". 11 Ui-veAr. 15*2- M r�"_ -1. � Nag_, But 'ukley blend fu�� prece�m te&,u-_et, in. �Ytrppies�. eluding a h1i'l divatee fate, i mote per --alive sexual CIL-ftlte and skepticism toward their lead, e-.2. Many have -niote sat'histicat. Wli I ed tastes than aretts and ate in ahu-,� to achieve the "t-ed re. Madizd� Avenue has found. n7lft IL el are 1-116 Woo thal, Uhey sOM. ehM. arbiters Of tastes and grylet for the icy new-Tak` A ri in oldergeftetlddfi, They are pwictio and to. spec., authority. but thev are -A more liberal than their p:Lrents on issues such at abortion, pre. trwital sex in use. ar workert -*e. The q uent1v flnd that their Enan• cial well-being is precarious. !4m William McCready, director of W au the cultural -pluralism research center at the Vruversi*r of Chi. e lintshed cago, observes: "Being middle class has meant you had some property and some degree of ecwrity. But this new generation of the miiddle class is learning that they have to worry about jobs. Thev.have trouble paving their bins, and they can go broke.* Many have trouble seeing how things are going to get better. They are on the edge." 4 th OL-"—.. o;:g of -etting even the basics sayiX=11=e4a=1dns a omital clerk, They work hard but r- qt m_qbstLjs_e4. as areLuhhe % .-and thev relish their leisure time. At E� aj;pjes 7.__ top of their reading lists are Peopteeg ey often save --th-e-ir-Fa-rd-earned dollars to buy vi Criss tte recorders and use thtm regsiariy,ar_hqp)p to watch rented movies such -2—s"R piders of the Lost Ar�"__ rhe-Te-r-rr03tor" or "Flashdance.' Favorite TV shows in- cT4-d—iLCIvteijL=HCSrreet Blues," "rhe Bill Cosby Show` and "Mcnday.LLijhi Footbaar.t M—nyot ttsese young jjneric:ins have been disappointed to find that a college decree ai7a- a wrote -cot lAr —toq ao.,iot guarantee anluence or even financiasecurity, secutry, Abou-t. 53 U.S.NEWS & WORLD REPORT, $Opt. 16, 1985 SCWW1216 sr W"1217 •� ' . .+• ` � '� j + •t irk. : r. �. .tau �. Me9mm, •direl'fgf d mmkq 1�� is tit _ mop l f"g yet" 1-ort, tefte g, 6rfg �y�y �flyi �{r°{6y�6ff y c�r ' * y _ 1hV Maw ����vmt* %vi ' ` et . FY �'JC�iFi MCTT3W W1 H lii $YC -[v G .�. ,Y'L V89iY6D LT7 Y LU�t �ilm* • . of ti a�at tiA MAMA �Mw� .7 7 7 ly�ii:odicies,mecause. evgrartt6s took M Cal ettr u ht Lee Jkmatef Adm., "ftiit I'm sen-11 it Abe* IStid o'fiapped'Amefiem i1i tM Age g#outs, Tin genefatian *aa lsasieally 'btaug-ht q at s sm. a *lief! th- efe *as Uftpfefea de�t�d 6�5d!�i3t5. �et3natiy s�ea�edtitsty=coital wets Cite Aidmg but fibr ibe mat um, a %,Fiat the Arnemem dreamo +sal riot *afk aut t..he *av the 'Ay out ht it wawA" Attiater ptedieta tho using f%wi mi aft.eng the riery watk ig elan -rite populau of UU pt& duce a5 aaftnes.ab:iA.M. ent tebelliofi acid a tax tevolit, Yethaps-as Coen aayi�96 s1 sj.Mpm coals is up for mbi. �id evervbody's �� as 1.1-if: ,:±a f�L'i tsl`i .t�'e3s'. t:i.i# _`, fi. an".t.•e tic be �11=Kiel, t" um fe°t •may �• •� 1} � �rLsfsL'�' �.`or�ersr a� fit. ' .� ce, oi`a� �ltie;la# •t±w6tke� d se€:�i�°f'arx � s. n,a9iiOlt �+!- omgtster op�'tgters axi '!; etlre�tto'f.e ` tts� �•''�� •' �� earls areept t�iatt� aa��c�ria� Y$�OI C'v�1 i�Gi�,��" Y, t�5eit .jcSafe#it3, sl,ich � � t'8t"•'1<t'lilt':letit t6 ' * 1attlilP at`id a pa'Mode sttat�tt9�e t6*1td Lhe t' �+�������` f u ..�, .. ets •, . tan level d *eAah extept bat tree of otS Pay les "H 4 -1 ha�rig �g��8 tti �$1� 19�}F a Moist acid ptb+fidlt4'g "fttr City Am. 1i .► x 4v sirs Di a Fr it'L7Lil, a d4+�•Z m—. d,sitllo j eii s�►-ry !kf: zz K•: .: s+ js-. ` old .eat h-tin Tot ace, kalif. �' 15 8b9 x� �� • .. n�er SaD 0A8 "°_ �,. But u ey 'ble.-id tuth precepts �titli contet��craar�•� #'ea�irael> ift_ a.`=+�cs �r`iyy'``� fate, .A more pen -missive setual cl .gate _,.� •;, ._- �r..�^ „A.�. {-;" - . yt' . �f� �t,�i�.R'��i sad skeptieism �to%ti•aa•d ::air lead. em Many have -ricre w-phis c-At. ` �'+ tttitwe Si xx i� .� � ;yam ed tastes thin •'.-heir Parentssli G Gi d •4 ate 4.h a hurry to achid .au ��_� life. Madiscii Avenue hag fcu::d, du�atInn _ � tco ►has •LaV s��a��e of ►� a fer y6iing, upward/v mAiie proles► .' a`>'"w• •.. y :••-'. -.a. C `,, arbiters of tastes and styles for the siona's,brewoutof.he1984presiden• every 1b.new`adilar tial came aign as politicos it. w6rkprs in 199 ;�4 older genera �.�• � .. _; �,� They are pat±"iotic and re tempted to identify and reach ir! v. by .Ft xr =•' r�� ..•< •.x stied. authority, but ► •hey are w'eil 0auca•ad younger people Liior$ Liberal eha.-i their parents !w� i4.. '�- a �• + --a social st: ai•u.� that otice had �"' '` _ on issues sutra m abortion, pre - liberal leafiixr:gsbut is more con• ti w; ` =•e ,�;i an sex and _wijua.•ia u : r .tat ser.ative in this generation. can L `' = t =_ •'I'iie -iew•co a• workers fret It is a pec�slfar:ty of labels - . K;;., �?�i : _. ;� c uently iind that their F•r n- that Uhey are perishable. But ' " - • _ " •. ice, . ,., .-r� 4 •�' dial well•bei.. is recariotts. while they listpthey can have ' ,r -! -xy."�,. Nvuliatn tifcCreeadv, direc►or of 4 prciound inpact, as has been the cultural -pluralism research seen throughout the country's ' �`:• —• ' en ► . t, . ,' ==� L ^. center at the University of Chi - history. Tories, �fugwutnps, g.2 finished"g 6,5 attended .. finished cago, observes: "Berg rtiddle K.'tow•1ct.L.i.7-s. In a r:atica of _ t you had sortie ` nations �f ,high school ' boilege '� ., }' 'college class has taeant v Asnericaas have la• ;� :•==►�..::—`,:��: ^ = property and score de - ee of beled each other by ethnic df ` financial security. But t.'•.is new group, political stripe or eco• _ generation of the middle class nornic status ever since the Revolution. :- is learning that they have to worry about fobs. They,hav e In this century, Franklin D. Roosevelt decried the "eco• ' trouble paying their bills. and they can go broke. Many notric rovalists' who opposed his policies. And for a t roe, _ have trouble seeing how things are going to get better. the idea That there e.tsted a coterie of selfish millionaires They are on the edge." fi gave a sense of brotherhood to the have-nots during the income bre�u:t:sot-•d rr:e:-r. o k;;. I Great Depression. In the Carly 19T.0s, Richard Nixon and -:n even the basics•'• sayssarle.je.:l,:•:s, _a j Spiro Agnew spoke to the "silent majority," giving feelings r't^'fro hosaitai cleric "I ='+z%• •o .udg-t even•thir g..4cmm M Of pride and put -pose to :: ose alienated by civil distur• tolhgpeany." - F a i barces of -.he times. They work hard but are not ss oasessed wit ;_cy-ors as f T ayj •he =Deus on the yuppie br3cketiis_z+:arsia3ati.�e are the vuppj er�.er:s_•;; ►"atr'.host' younJg st:^ve;ay_be outntun-'top of their i bere`y about 3 to I by the :Lew collars. Cu''hey vtaeocassette CLASS PORTRAIT. 'Theories about the new -collar work• watch rented ers by %V'hiteaead of the University of .Massachusetts have "Tnz Iein=, fprovoked widespread interest in Washington's political duce "Cheej community. As he explains, "The new collars aren't so and "Monday much the young people in the bap Doom generation who any of ttii i put on the show we call the Sixties; thev're the people who to find that a !t were at home watching it on telejlsion. art ev were guarantee 3t' picking up its inauences and acting on them at a later time, percent of'-tl 60 es --and *—hev relish their leist:re tL ne. At'i.-" reading lists are People_=z.- often save tn""ei raid -earned dollars to buy recorders and use ttiasp•arl"t hcme to movies such as_'Ruders of the Lost Ariz, toe" of •'FiashcanceFavor.'te TV siicws in- ."KX Street Blues,"'_The Bill Cosby Shaw"` have been disa :cs.r:v` �buut•55 :c�aon, but m:iriy ' U.$.NEWS S WORLD RBPORT, Sept 10, 1985 , 'iµ � `' .i ..s •iy--•• y' y s ����" � t'• ��� +� �. zt{�.�R �a:` tu��rt.� R}'i.i.� es#�a�ir.�ye�'an� '+.�` W III& tit lege t-a g Winds ipoinbs to I , '81%ete Int lest mafly .4 t�egt ter grey is JL1A4*i'K zZw. t6l_ 4 .s�tftsl8gist A *-A rad� Cyst *L d eAU to t lot of afrle, to they ife loplag &t purple *lie eafi do 3otsffel ig fa them —se" them faed, do their boakke int do their Aftmeul plai , 1, 'hisy don't hirve the zosev to d e i5tferi.at a31<;Ie itPd3 at t ih`�tfiltiled cncw1.A<ii�s1 tam.,, read, rev vaik,tip e d :gt n tar at t �c as s t r� C t v ..a ss' attefe�tg: :j ES�ite their etwim-ib pro dist d the flit 6511mf Class seem to f<� ap se, say=s svli�qa NIM, a 24-year, old alenetil wCtkef 4m Ue, Mleh,: "I`ve had -tile oppot i- tY :0'41M wotd hfacefMg Arid a UWe bit alaoctt totnputetsh I +0b ma rye `,k9 i�l MAPI'tbiie to a bettet-ism @0 r.k ,agl+:em 3 =s`veat�td New or:t :a=erignter� se , �I • tLtigs are gbiht to go wea for us, I've wotlted hard fen tvBi° ahk.1.'ig that Vvi fatten. and turflike Bottle people, I aonorsta—iiaes Ate L!ieft," I4ary rd toett-Ittut Daitiel sea :totes ti*At .! ere iarotkets Are rai:I':s fa Mml6ei, m g major putehases such as houses of 1:ars and in senataa set Un j da%v& ,Dut their hosons of Ea.�..dir are Mi kesly d_4ereat :tuft these at their patents. VV:ii a the older tei ga::erasbti li ed to Awn divoree, the break.tp of fnah�ages it coM. mori atnong yaufsger trliddle An. ericu m Today, half of all Aa=st-t me trim-mages uU end in divotce, Cotnpated with only ;.10 pereent id years ago. !rjrj Thm YMj le wemdem dim 'her fgft" "' It t t=; th t+rvomett a to sb etit mete,qL .. �e older temples a�ae i82leted is �� �a�ibofla2 �� ,model 4fl , lvek a thhet kh 1eit Alt Md the .tfiathit stared 'heme vAth 1he -tlWdris`fl, new tellats :find Ilia# it, raaFateMM either giriasetally -potable at p oha v t && eegAblet As a rerWt, MON IhAh '60 pefeent Of y6jMge`r mam. ed *amen ue al the *ark .fife-e it jh# gsveti affie WAY, earapuk-d Wstk gip+ US ;pefeerit z 1016. • �`:�i� �ee�a ��etE are ati���re�s��rie;�i�e:saes wi�� iatc ley chili Ceti 1;lic, are it hatfie Aisne uAW 'theft patefitf 'ii!°f5+re of who are sebt to child-care #turner eatk day, These t Mdteft tend tote eves Mote gliessonabg than f1eir pt&- efita .ere as ytmgsteft, ad this tiff mha a pareftwit aim" etilt, says Otahafg R,pwiief, ptafessot bf tot iaibgit and Av,,b i- a�t at a StAN L'AlVers N of'N'eW Y6tk at Stzhy fi=ook Mother way in Muth they d #fet truth Their paren.0 is flat they have mote ehoiem in their Bites, taiteing �.-otn whether to have ehildtefi to where they -mll live. '1Ahev are tcs .foftaCie deaiirig With multiple bptibns,"saes bile adver• tisitig 4-Mett 'The older pteratiorl uet•en'L' ;v usfc, es et, t'.n' foil a bond g el-6 ca l`ot this c ass. At the top of ►,rle neti+r eallww list of stars is jVZAjneeqLwhoke soap blend_:new oi�at� aitt, h. ss .. c .ram. .at •:. a. .. ".•• s x :s-Si� ;r�.c• .s .i. ssr.�..s'v�z•:sC: ems•.: :-: Wher' e H V* a All the YUpples jGane? = eat• tnw.y'"of . em. grid;what ones there+are .a = •� .:., ... = _�' s-.=" «_ _ectrsitier themselves Republicari,•}ust is their -parer nts s: While America is discovering new -cellar workets. it •4-di& I'm more worried about the 2S-year-old computer . seems to be turrung its back on yuppies, those young programer In Atlanta who drives a used C:ie%q tha.-j the --urban protessionals who steered t'reir shiav BNSV's into � 52-year-old eoruputer salesmaa"who drives a Volvo" 1the fast lane of the nation's consciousness "` -_- r ': egist:'"a ` ":Sni.�s aziothtz Detaoczatic strat dot eGery voter : : txperts say the yuppies are becosaing, in the words of L_i der 30 weais green pants and tasseled loafers. The idea :•P: of. Aaiph «hhitehead of the I.`niversity of �fassachusett';, that everybody in this group has got it made is bull.'.:- • • "the embodiment n s L' - --- Hi �tlan E e •ssh.-less to the point of deca ;,.. Roslyn. ght, an . to travelshares-stich.- 'dence-•,and by deizzition as un-- -. 'i--" MEi z �� j ' • =`` '_ i flattering way to be seen." --'= - T W.MW4_ %-- .%,Uchael Ri sley-ATites in Cen. _� ;l5. .�IYs ^7 L r s• �� � �.a�.�r' "' 'Y?i y r %tlema>7 s Quarterly: _SVtay do �' �. = _ v • a� : •_`�_ -T/ :'�`►'�' : c -E — :.people Ioathe yuppies so'muc^?-_,j - �•z ,_ r =� __ =It's hard to say, because the _ .� --:=s ?f'% ..1cath!zg seetas to come sim!'uim- �necusly from all directions." -A. .far cle in the New Tor' . Daily _ter' :s. ewS cites the 5 warning :� 15G;L1�tY1`f.'TV.�r' L.=` Am `ilrs"V.•t'7�tcLAU si�:s" d%at denote a yuppie. y 'L�S^"x:�: r _ T t�s xv- _. Quite a switch Prom 1984 when :7, f ;br? 1 i P. C3. 3:5�a -yup^ies cataaul:ed to nat•'cnal . • ••5 : • fame when many plaved hizr v:'_ visible roles in the utssuccessf li prendental can. paign of Senator _ - ;;`. - - ; •' Carr Hart (D•Coto.). From they.. - • ,�'� `-' �� sta^hdard pr^.aie of the - _ �.�.....,..� ►•.s•e.5 t +U s yuppie: - .. :: •• .+;..:y.:.. _ _ -They •,yore Gucci shoes, drank imported beers, worked 60• -disdain: I have a Teal aversion to being a yuppie. I just . hour weeks and were committed to consumerism. see them. as status conscious, wearing designer blue jeans Now, however, both business owners and politicians and involved In tnater,'aiisce things." .• •• are having second thoughts about the importance of the ...But not all baby -boomers, resent their upscale cousins. yupp.ie. While a key market for upscale goods, yuppies Indeed, many see the group as the pacesetters of them auntcer as few as 1.5 tn0on persons and at most 9 generation. Says _S•hvear-old New York iue:ig:^h:er Frank mi,'icn, accordir; :o some researc.hhers. Nagiieri. "If they're that young and malty-tg limit cnuea ...-As for their poutrcal clout, '.tar a Franks, director of money, Cod bless theft," - - the Democratic Congressional C,unpaign Committee. . says: "Yuppies were never worth focusing on, There ev4a. vmr.:caLxH U:S.NE'fV$ i WCALD AE?CRT, Sopt. 16, 1985 61 M AL 4 1�, IL t son, 114ve MA it tim 6# InEI& T"Ma *to V_WW_ to 'a Ae 'semi to *86 1,W . , * I M f-iAd-Ibm MIjIMUA—fifff tieWMt -.4 1M ioat%'AdVe V`Ut IMP 19d me all 4tAMM9 the tiMfienft ViAtkWe &ia�#tjd '"efft fftli'r _6.,ftf&ftt tpl�fit 'a jfi,ftdff��J it taoffi`j mid& Out. tttmwif 86#Mq 116tel ft 7 sly bn itffittea afbam ft foftd.,4T Me a Mindy od "fuel it A."fl1l .ifeoaftfte Aleil MbOU1561% %hAt *tWe damm6flal. And it grawmt-mab"Of im 4W Aftifig bAby"tiftfAers, Veil ftfit tak of them At AAAMH AUS gee'%A Ld#W9TAP?9,- spbub a lk prAe mjtRet %.Ift #fMdeftt And TMJfeK difftfef 'eft St AUbiaAM Adve .tMg jigeft,eV IL it Alumbfim Ve A MAjot utget fat Levin' ;ie* YWk'J I, Walter 1"Mmvipm Id qeft&#,hA1 ame ,gip faMwte starel, idyl eomfmy VleePtellident Roberts Cot. k-ithi a Willed itudv dell, I% e A M."i wit-tehute- ..akitnq the olt". I thowropra daitie�pt �tepte. )11111 " teriti &bit 11�fly older #eftetitidril .1iial0neft beileve 61ft be 11 shopped. This geheMon e *Anti 411flitalt gutitied. Con e seriment tiorl," Gadet1. favi, slid u L baby. they e the idet at mck, 1A 4_14.ot "M tooth7ft 'Who would befhg'aut-their IhLmWe and 'rah` Aft L e5 e.1tecitt fet 1-he I'llet h o '�r ttd more t6- thev earn less than Aloe. !'I',tte it iteatig' year even t•°dugh ward 'he younget, fteer .,Ihev hi%-d at least four ip thin 1� ladiben, att of tollete eduettion t Z al" vhO Orders and x three Mon-l'i tot It to lad f i O;ft�2 deliver -ad." he ad&7 U. MOUD that ih- Deftnis Lvtndh. :i =,okes. rL •-mm tot the We-dy's hwn,4 ._em thar-MAL. - bu,.,;A-r chain. �r�claitts, 9H - g—:np enh' 9214ATCA BILL SAACLP-Y AP-PAMNTATIVE JACK KrOVA "They're out bread,arid, 4ed by Thct=--tdr1 00ftsistl Now relgilars seem ittractets to patietans wtio hbve made their shark butter customers." Berna- site worke-s"_about In other professions and who talk about ecanornie growth. dette *Nfinsut, who speaks peopie. L-iclud. for ',Von Products. Adds: tnen* ltkn. "We are very actively put, Mt, fore- plumbers, Swing ►them Not cir�v are lectric-'ar's and same conA ar'L werkers who 71?.- i -h&user rni et, ictan they a hi 12% 1 i. .edit y ire ita -. 0 up a f S-,.,V. college educatcrs. ers. It's about b=e we start - Because the rriarxy baby. �W ed taiking about thera.' bccrn S-.cu=s share many values. �e bueness world's the POLL POWER. Politicians N, arceal to new ccilars often W." also are talking about -I- e is ;art of an overall pitch to h in- M. new collars --and wit.' .A=zerica's young adults. crewLrg fervor. Both Presi, Products such as Miller dent Reagan and Deno- 4 eer. C�c' ir, erotic challenger Walter N alle list year -ed un- CZ�qr .t318'S .... .6 NOr. fond. -an'd 'We-indy:s-,ha=bdii_�r successiully to co t a am- u�rnpnarize babv-bo steen-;w.ow-L-ig his appeal ers' rock muric in their TV -ral hero t as a cl:l and radio ads. Such ccrn rt. a this grcup. Senator John Kerry merc;als often have a, ,.,cQs SINGER BRUCE SPqINGSTE---N rst S DAY 10 LE E.R.14 A 14 (D.Niass.) concluded that or 1970s sound. sornetimes Cown-to-earth themes of Soringsteen and genial skepticism of co• this elerrent was a key ccn: including variations on mecian Letterman hold great appeal for millions. struency in his successftil "golden alti!es" such as hits c=zai;,-,n last year and tai- b-., the Beach Bovs. And while rnarket:Lng strategies diEer lored advertising 60 iL.N;ewjersev De*mccradc ;ubematcnal on how to reach :hers, the new collars can be found in candidate Peter Shapiro, 33, cur-*ently is running 2-minute "V n-cre :,_%d mere adverti.-Ln;. Some examples: rack -music spot promoting his candidacy on a cabie-1 a -Miller beer's er-*c= %Vay'* TV commercials that channel speciaiiiztng in music :*or young adults. car-.--Lr.e a patriotic pitchwid'i Ernages of camaraderie, hard Partly to court the anew-coilar voter, to 4__* wcrk.=d_;ccd_=e*s chael Ford, smategists for 1984 Democratic -residential a A. number of commercials for cosmetics. household nominee Mandaie- -waned a new . poiit=47-act1on co gcccs and other prcducts Zpicl_ing ==,-md * d!q::g;a_ss.. tee called the D;tnocratic Fund for S6 and inibr-n. 2rr,en_�Z,:=z.'nq a balance careers and farruly abiigarions._ known as Boom PAC, The drzanizaticn is desi,ed to sciiczt a A Subar;:—jdsnowinTa sons -sCrprising ius ccit-conscious cant-nbumons on behalf of Democratic cund-.dates. father by buying 2 scor:y-bur cramicmi --- car, Strategists in both major ;o4acal parries are iteppir4 up P A McDonaid's commercial showing a young woman esTorts to iind the most appealing message. Says C!Ms Nlat- 62 U.S-NEWS 3'fVCF1L0 REPCRr. Seim 1, 6. 1, 985 0WIA`,, .. - 7 SWIW1216 sr W"MiZ1766 ,11 I tnasad ram. MtMtW At eme U&. o�s�i: ; :j yak<r�.:=taNi .: +. r,•,B: K'• � .x ii t�`+ti�' ,.e, i�,-•.. •'1 •Ytii ••a .r tottom size a am" te• mtit ed itim A 061AP rAt f°8llgtel'41 f hit8uridtedadb dmMt6 friertd.'We. a it �:g li6t 6dett tss i� tesft dMAet 91"` UM 169ebli .:. ,ter , e tvve mee pfesid# `it .md 3:i}sewli diteoidf zt a # Y61mg 3t AubiaArt A61t1snwig 1pri v Lit a e* Yuk. ire* Y6tit's I. AViltett'h6m, pm Ad igeritry hu e6I' # ts13 s 'th A detAiled 3'wdv . • 4. , , • ' A .Y ��ne 3ei':`lefif. t3 }L�Aiie� =oetters wtia would be °",l ies eteett ter All "le rot . aa: ;•::e.' earl! 1es3 'thin teat even t cu<h ae'• have at least four %ems of coilete eduettion+ :ere 'ate f �1,._$....rgiliian _ vc+ a outthat iti- .v:,.s teac..e_s, �hat�.a1� sts ,at�d Cetttai 'oi 4 e:.ist�. er # C�.ottp tCeri�t� aed bV ♦hcrntson ecrisists "jute- %orkelt.4—about t.sliciY recpie. i.�tciud- en_, rlu::�oers, � eie^`: Ci LA. a>vn some con• st. Uct:cit wetkeri who ealh it .ease �� �'�o :�zt4out coile,e educatict*s. . s Because the rnanv baby, bean groups sham many vaiues, the business warld's acceal to hew costars often 's .art of as overall pitch'to Ar~e:ica's young adults. Products such as Miller beer. CCke. Re=—L_2r.c Sun. ers' redo music and radio ads. Such ccm• Metciais often .aye a 19c0s or ISTOs score, sorneti.:.es inciudi ng variations on "Scicen eidfes" such as :hits by :.h:e Seaca Boys. And while marketing strategries diF.er on l:ow to reach :.':eta, the new collars can be found in .....ere a.:d mere advet .•zrtg. Some examples. ■ :filler beer's "Arner'can Way" TV commercials that corr sire a parr.adc pitch wide ir.:aees of camaraderie. hard Hb'Crf�lt'...i.SCCC-"�«W@T.1w.^.I.,^y.;V.Cr3C2r5. e A numcer of commercials for cosmetics, household gcecs and other prcduets depiec.^, ;su :�..,•aidr~!e .:ass, vcr^zn� t_-_u^;sin, :o balance careers and%arraly coiizancns._ s .k Sucars is snowing a son surp.rstng his cost-conscious Earner by buvir.3 a sport•..• —but practical- ,car. ■ .i tifcDon:ud's ccmmerc:al showing, a young woman 62 SINGER BRUCE S?RINGSTE=N TV'S 0AV10 LEJ ; ERrdAN Cown-to-earth themes of Sprmgsteen and genial skepticism or Ca- meaian Letterman hold great appeal for millions. f0iff>'ti t ea&M ind lswlj� IM ffi1t tea 0 ..'�1� at!1 ��g �'�t�tt�s �dt'�'E�'i3A'E: � � �.�-�.�n�• .�fstig 1he bt Ia! �1 a "hiva `� e�'t'e Mils � bgwq'i b tiiiddle pplai,, Dimwit ��_�py� f inte Yam, , ,, iir'1tl31 fiii �i�G7771'['i7'�[1i14D$' � t 41a171 877`1C� ILL r at AV", ad A ga g A bet at s i€ iAtket *9eh6uge states, �i �3�ly'is 98 �tee �t' d@M6J Ap* N� mo Af A pe tjfL e i led am � {tom d ea-elTci�L9�vi �fi .* ve�eln, tuth A.- lyTi' ri. ' i*li!'t=t�Ae�'e s�tl�eatf$�st�. .. ': . z . .` i ". :E'•tS e ii ► d rr Are A 1 altit target ft6l ttm�t 12 vit t�e Intes, Stt}s '1"15'ratifty Y�ite ptl`:ant Rabe" 4ot" dell, eke ; js watehotsse. thd'A'tab'Cu e6hee`tit tep"f'e. 3eAt3 A bid alfigi f`i`t5tt the way older g6netstt6ia fhopped. Tha geiietaiagti vAhtf "itistAht gtd'fifi6ax tiort," torderl t4vt, Acid they axe 'tyke icea 3f piC • iris dut their tu.-rat'Yire And tAki:ig it iighf home. " d*re geatad biota to• ward the you: —set, freer !Jhinke' ;that! the t`adih.'ofi= aiiat W110 otdets and sta t: three mtnt.':3 for to be r delivered." he adcs. e Seri. s . iich. a tpoket, tliart for thi ,Vetdy's ha. i= aur58r Chairs. ptoclaittis: SENATCR BILL BRACLEY REPRESENTATIVE JACK MAP ."I`hey`re out bread - acid -New collsrs seeet attraeted 1.6 politicians who have ttlade their shark butter CUStottsers." 8ertta- In other professions and who talk about edonon,ie growth. dette 'Mansur, who speaks for Avon P; oducts, adds. "We are : ery actively put. suf.-ig them.'Not only are they a high -user mairicet, they are also a 5 out) of striv- ers. It's about blase we st=t• ed tasking about them." POLL PCWER. Poiiticiars also are tnik:n3 about the new collars --and wit.'i in - crew -ring fervor. Both Presi- dent Reagan and Derao- cratic c1hallenger Walter Nfondaie last year --led =- : successiully to court Sprng- steep-1.:.o«ing i-.is appeal as a cult-,sral 'hero to this j ; cup. Senator John Kerry (D•Nfass.) concluded that the element was a key can- stituencv in his successfui ca-^spai3:.'.ast year and tai- lored advertising to it..New Jersey De*mccracc ;sberz:atcr"aI candidate Peter Shapiro, 33, currently is : unmrig a 2-minute rock -music spot promoting his candidacy on a cable-7V channel spec:alirng in music for yours adults, Partly to court the new -collar voter, Tn•� ,�� chael Ford, strategists for 193.E Democratic presidenral nornunee Mandate, farmed a new pout:ciVacron cornrrut- tee called the Democratic Fund for S6 and inior ra.;y known as Boom PAC, The dr;anization is deu--med to soLctt corrnbuRons on behalf of Democratic c ►ndidaces. Strace;uts in both major poiiac:il panes are step pia, up er'forts to tind the most appewing rnessage. Says C%ns %*Ist- U.S.NEWS & •h+CRL7 RE?^Fir, Saac, ta. 19s5 SWIZIG " I"OU17 C ' 40t. • -+ ik !'.31+-.i64.:.�..YaL'%!fii«'O t`�..g ei.'•ty .a'i. AN.-.x..u:a.' "@O`i:'.0 t•...i t'F•:'.��'i,+. tip �`�.�''li' gl; �t fir I5i'�`8'ffiCi��� `� � Afa�f..air With bol y{�r,y{�y1q'g��'C�ya . . _ �`mrrs y�� y _ ,L'f i -•ai a5 3 ,c i♦yi f''i E d�.'ryFYAm'r. :�• •M' L •y4at a Wide Od 01timiged Iie:l't`alft# vtU. .,' :9a. ,y��r.. ..,i, kix'i 2A.in.+�r ss•%r iz ac�1Cu.i:aELg a.ts`-�"il�i: l�• :t :z pia �g��Yu_..uc �1.'�'•- }� tla�,. A � .ICt �• I.t •:i. �• �.. ��,• v-�'1:..-J"t� . . :'.K�ii:F: S + r !sr tl l3l j igL bled * Vn"111( Ulig 117h r6firLzh4ti �` 198 f1twel ` Uk Wi4t;m Uses, It ed rpe6ple 'i#ti the " i, fiea 51e`' 1- A .. 4 dbeet eitet thine 1abela ll��Vi 1SeeYl ` vvh6 mere i 'i#ed iiti I a#ii i i $iii 'i f t 6 tSb6 Ott t' � ti#gte 21! 43 1604le an "Mm . Wbf.4 ,li§lag ; s st' ei �i tdbr ::fir ''' j k � t itVetet f gum , , " ti& sf the Ubf,i 4 JaWlU 41-h6 L a .db%ti) itc- lei act the Ubele tmt heve•;mmia twm `tits 14-wt 1ii# a dyes, liar l;'sklaz &AA �" W4 o A 'r:L. '• .. _. mt r.•• •+asx •Nil � sa � 3 .ra rare #�t�'i ,�:� r - wee tie �l� bar'. - _ :.;t .,• ...4 �. r _ meted e z :riemor�srwty lad a-e6 �6lertee it �__ 9615t�+Salem eerlt► 10AU TWA aiklef �' ��3� b& 6Y', "he term *ig st aired 1A Aeu-e a die the eAdemArk :tot teeitage iuls *he r ed tad Dri�h 16*er elutti a -,...5 Y ;, s_- • 1 �. ' • mat iwben Fret intri ad 6�thet ero�en tangy � Van@ ldif% t��t. �� ��s� iR ���e , � ��fa :., ` dumq live tagagemesttsi' ; ; ,, =_: _ _ .s::.. ' s da 'alley* tie label desvibes : 16%, g tftlfu Aith r.l Sllerit t�`reilentl'&N eattji WOW Fii'�t used ay Vme, :.. it6mea itu values Ind their 6wh sate o{ areas .1e" z *., }fie term �deaembet the Mg}Ority bf Amenawu daring the.ii timers. eut-out tweata ts) and mg6 l at t ,{w«gala, . s s; dt Carver t+sit t people 66t3t t i u e i -rows ' :: burg .� y � , � � y g � Ulu,* 3' . Sobterr 6� a 1:9�� Y65 a�t 5t= 1Ia!ft ,.thd'prev g rules ofbu�esi•and 166ew. P6i�ra,� is `F ZaeLa, = w 6e';; AfAlan io iJsd_ f�t� `l�t3ttil ai`il��tt - � �d� �c : "�t�21e1'tl�ee� 7�$�Ss t�..atL�f tieh�:kk�i@ '$ errs 9 iY,� IC L.z•.c•i Beetrtlltei .i'rfld*195be,'aa duigr6ii'°h o he eat jeai o ' �'��•�,'� �`�-�{� u.�� :7:Ta"s a�1i to bat r�;'�3.�t �f as �'t�s'u '�"*'1 " W n. fig` � asp=-� � erat3t�des�bed iawelt l;erouac't i�rt rye �`vcd: 7h��., cart pz}jiixla�oa seetai.�t�lli ;�� �;�6ie�x>~ � -�. ��� s { �+ �!; A`a dri :ert,'i'ttall group inott3latereated iti tsusic autt ` i s tlppie't, 9i)�ga 'tar5sSlt l dsi a� at3C; tta ad ria..�E` .. , . Oil Jobs ar :: aob5t ti ra = he `oetd'obrnufnefitt tlest-Ole 6f a : th� tt5t a i.itt''d.*di Known v a ._ r a * d Wippleer l�t� 19�6jbjs�:y�p•��{ `aspen a�ytp fi�1�o�+Gpeyr o � {r�en* ix mobde:ass oaa,s' 7t• ;� i •�+(Y.'►�. �•i +`a' a-jj t •got di ftte Vrotd 4 Sat rhfteise6 p. o4V1 •a -Y.i ._: i •�� a 4. .i:' •.� Yll �•3. -a •• - } �iF"�%ys4t'�� Ijy 'orgawAllan lmwn ee HIP. (HazghtjAshbuty todet_)ea=';ht,vw s;.dot4t .i.. Q. two: VdeLyt Proprietors).- ?.reaching +eachjng love NiVa� 16 yt• i ! aN +G .i. ' i . �t i �1.f•..~'SY� .Y- N�. � i � • � s . i y• atld Ne,$ce, the group protested the i , t a -,.a , "' Vietrimn iVat' ; .`:::'._-" :: �•�, ... s•J'.�. , _ ,. ""_`� r Ylppit►+u, lets-198bt;i ,titetabertMof . ,4,� r `�� *s` the Youth Internatiot;al Par •bras+ �,, �_ r• ,«, �f,� ,� •.. ; it _. • i t? � �' L • trued by'ferry Rubii► and ,Abbie'. - ":iHdffm= Xaowts for l`ivil dcSobedt= .. �,i..�..+ .,�,�,5 �tl. ` ' �� � `°�+., '�: • -i - � � i ..._ etice and Vietriath protest3, z .•„�. : Silent Majority,1569, Richard • �� � r .� '. .NLton fltstused the terra to de'.- �1 sirC` ,,.e►�i1+j .. 's+ � � scribe the"segta'ent bi the' popula• 'r,':. -_ x;• w�';� .: =.1 +►* y a t tion he 'considered his backers--* �» "':+�;+t:=' ► ,people „whose individual O axon. _!� "'• % "i3 x =:are not colorful or different a enough se""`;=�z= Valley girls, New slang � • 1-''L =� y, } ' to taalre the news but whose collect � .n - .:4. 7 •- r:.." `tine' b t a "„-~ a Hippies } Yuppies. ii j 1 when crystallized, ;a. t96os Ward t • ' 7. �� r ;• akes history.~ _ �_` = 3� protesters chargers.�''�" iffy w..iq•; .`•, : �.lih:.5:' ..:L '. Z. 'i>•- . �.�. •.l .•�. •..tip . +d..,.. i .� t • *��/. �•_ ..hews, a top aide to House Speaker Thomas 'Tip" O'Neill like President Reagan. made :heir mark Ln .t•.er �D•Nlass.): "We Democrats will never win the baby -boom- before getting into politics and both ta:k ab=t hers if we are seen as the party of tax increases. growth a.nd opportunity. Some Republicans admit that the new middle Americans As more corporate marketers, social scientists a-rd Yo::d- �''% might be alienated b conservative hard-liners' emphasis cal strategists notice :Isis se :eat of the ^cpula cn, its ow:i on social issues such as banning abortion, allowing school self-awareness is bound to increase. Its tastes. needs, be-'e-s praver and opposing the eaual•rights amendment. But and aspirations will be analyzed by e%-err•bcdy with sop e— GOP s-atesists also 'think the new middle class remains thing to sell. ;; l... P" •; impressed with Reagan's goals of maintaining a strong mili- Denning, analyzing and labe.i.^.g the baby -boomer bul,e tart', lowering taxes and reducing federal power over peo- in Ame.ica's demoe:aphic ?rc.::e—":hire zi; i:. the :y:.:cn," pie's lives, a message that led most of them to support the as one advertising seer puts it —now is considered ;cod ?resident is 1984. At the sane time, though, these voters business and good poiit+cs.:1nd it makes so.:.e so lac2:ad ^'+ j seem to be demanding more government aid in such areas feel good about t':emseives. as education, unproved health care and expanded day rare. Vance Packard, author of : books A Xc::oz or S:-an - • .:;>;..�..ti,c;�. Professor Whitehead sees the new collars as up .kgrabs r.�r era and The Hidden Pe-aden, observes: -As the cenrec- 1< politically. Among Republicans. he sees Representative tions between people become tenuous, there is a deep:" ,•-:;�%;'L Jack Kemp of New York, an ex -football star, as more appeal. felt need for more contf•^iuity. Basicaily, our orgw.iza""c.^., " ��=i!'`=• in% to new coUars than Vice President Bush. while Demo- are getting too large for huxnan rein--ons.'People Fee: cr x :r+� •• cratic Senators Bill Bradley of New Jersey, Joe 8iden of ,;ood left out. So people want to let you know who Ohey w e.' r �.•:.fir..:.. . " .qualities Delaware and Cary Hart of Colorado all have "one or two 1. ;. 1 %'w + that would engage these folks." Kemp sad Bradley ev ,szvviTY T. ULsx unrh c art sAC',so.v x•w ,'�,.�.vt; -yc.a �, -• , ..�,r. are attractive to this group, says 3r' p Whitehead, because they, ...ti41LRE..•V r tt�LSNoj th. FL17RoiRK G'mt Ana :hr mono:ln.i.iomrtnc u.s.NE•w5 6 WORLD REPORT, Sept. 16, t985 f : � .! ..tom. • A%.� � • • QS W12 16 M into 1"4ileft �_:..:=.s•. s � sin s � •:. BT�tl 'teat � irgfe�ti"yi!! vV1G(d #��te Wiest �� � E �ea� `�`�►�EQ��i � �e��l!!Y ��#td) �1� 71�;� ,�e��n N7�:� &40 aatfet t ttese 'lolell h1vazf 11*1" beenf al l i I�sa l > ba ins 1 the lrEEeegit=le tit i�"f. �"btd#sl�ig�d ,ti Ms�hdbk, ta *. 1`-1 etfet D d Ule : lan+teM fate IM T`eeU ihd �;6 f Adults `a# a tt .. th a libels eve a etas tie Veit biome dtess, liar �tyies anid•s �:e�f th adv& weetM 0'b meted got rittltetv aid to $8`01"tatem igfiY 114,4s; Alig ig awe# 3tiel `' used thy,a tam *u Arlt to dtsut be a ses aetit hr �_s-e `. ' IIe the Indetstiuk tot feeuge pli *totried attd ' llritaslt lavvrsr Mat, Med when �`s�t SlAava acid tithet erot, err Ight � ii 1161•GC� 'Oi1f% loci, at fle in, �allere dutMIlyeagagera na .; $ t ;_„ ... *_ 't rlb VA2#y, tf a label destrtl�es 46".r5 ;eb %ith. y90611t 4ellentlefl, early 39��,e, rtit ij i b,,Y 7TMe, t afert a values a theme ",ft- le 6f L-M ;leg the teft describes the i$ajt► ty r i :YE�$f�S t` wring tL sc., ii�a�'Fi�M, eUtrWt 3`►t AU&M) and {ling6 t ifef �1`Uff,4`_'w'.,.3= ;1L'/s�Ots*�je=t�; eye�r�'s pftp l�ep�et5iiiAt u(i/t[h�XigWedyy�v�1`6U6 jig bulyt,q," dyn. Sub,ert of 11082 pop Lit by M.%5� vfti the pre ng i tl ei otbulifte raid OVQGLYi 3 �rtri ed S 1 :916A l WhOd's AIM) in ti Ofty nilit suih--i;��� -� 1+f�aeretas=t� tb>t2s �t�;ier ,lei ,�uaetta's Lek � 7e L�=ate. Beatnikai Mid-i358s, Aa 6ut`.gfllMh of the et. -lam he IUL-s.A r on" described in Ink Rerntsac"s On the AMA ' t ei can popultzbr. seeiftL-Itly Mired in :reia's tl Mess, a st all gist lit titre iciterested znt iffitlsit 2ifd y,; Yuppie .1084, Niarissa Pieimih abd Niakee Ri ley, : pbe�y tllAil jbb6'f3t roe#a1 Lbti Sri tV .i+`"`+. i r, r' m+ . outiltied `,lie e>5$5 =evst 1i ;S:yie of the "�•oung !{ pplOo late 196M X50WA also as iZower fhobile Thar "ppie li#ppies' t5t'thelr florae frotn`"a' San FrMelteo politleal org �orl Imawrt as HIP, (I•taight4thburp tndenen= Fes' y6FtiRtivt cot.iy�v s' �, _ . s _. r ,'dent proprietett). Preaching love ==L�• .,; Y; •. Y xw� -i_=� �'� �, .t�: �t _ ` ` _ I peam the group protested the . � � =,try y=#etxxm Mari _-: ;..- - :��`: - 44 y €� i fi. r t. `fl le late i96bs, 1, ■ ;do '`-st a s the Ybtuh Intermt ot:al par ots-1. :, �..� ;:• • . ?► ► �: • i ' ' hL Ed. by' lerrry Rubin' anti Abbie : ._. ,,.�,i.. , . r , _ :.� ' .•i' .� ii t , i, — iIi - HofFman. X-aawn for civil disobedi=' ,- a• +. r Cr .: y. _ `� r� ': . f ence and Vietrlat5 protests..' ` -Silent Majority,.19b9. Rehatd _ s •ate ,,, ,�; ��.. . I tixon. &st. used the term to de-'* • �` .,� `' � �` �r "wit "' J i "scribe the`segmetit of the popular ' tian he 'considered his backers-; s "'• _ �;� W" '' people 'whose individual opinions r - '• - i''''�` �-�� �'• ' Valley girls: New slang •- t t ! are not colorful or make enough ,; r ``•'n ,�., .: a• �. �, y { tmake the news, but whose coilec•• - .* Hippies: — Yuppies: Live' opinion, when crystalliaed,� a•L LHard tanker history" Z� proleslen. . chargers.,■�--- �' thews, a top aide to House Speaker Thomas "rip" O'Neill 0-Mass.): "We Democrats will never win the baby -boom- ers if we are seen as the party of tax increases." Some Republicans admit that the new middle Americans :night be alienated by conservative hard-liners' emphasis on social issues such as banning abortion, allowing school prayer and opposing the equal -rights amendment. But COP srategists also think the new middle class remains impressed with Reagan s goals of maintaining a strong mili- tary, lowering :axes and reducing federal power over peo- ple's Lives, a message that led most of theses to support the ?resident in 1984. At the same time. though, these voters seem to be demanding more government aid in such areas as education. improved health care and expanded day care. Professor Whitehead sees the new collars as up for grabs politically. Among Republicans, he sees Representative Jack Kemp of New York, an ex -football star, as more appeal• frig to new collars than Vice President Bush, while Demo- cratic Senators Bill Bradley of New Jersey, Joe Biden of Delaware and Cary Hart of Colorado all have "one or two qualities that would engage these folks." Kemp and Bradley are attractive to this Troup, says Whitehead, because they, V.S.N�WS 6 WORLp REPORT, SSPL IS, 1$05 like President Reagan, made :.heir mark :a -: .er before getting into politics and both ta:k about eccrc growth and opportunity. As more corporate marketers, social scientists srd pol:-- cal strategists notice this se;^.::ent of :he copula cn, its own self-awareness is bound to increase. Its tis:es, nee%is, beii_.s and aspirations will be analyzed by ever; -body wi;.: scm-_- thing to sell. Dez'cning, analyzing and label_. g the baby -boor: er bul-_ in Ame^Ca' s den10¢ra. ?rC?ie—'tihe �l^y :.. _. .. t-.�n, as one advertising seer ruts it —now is ccnr'cere:i business and good politics. And it ma; es some so labe:ed feel good about themselves. Vance Packard, author of the books A Na::on u{S:ran;- ers and The Hidden Perraaders, observes: "As the cormec- tions between people become tenuous, :.here is a dee_iy felt need for more continuity. Basically, our orgsiza::cr.- are getting too large for ;ood human reianens. ?eeple fee; left out. So people want to let ,you ;mow Who they are," By KY.VEM t MLSH Lath G41L SRCA'SCN in ;4iN.Yr_P ..7-1C3X1X .WA(, V M.LSHoj the Zwnom,c Unit and :its maga;tn« damesnc ir%ormw • t? . ATTAMM p ei" of *1AW4 rLb"A IMMOFVICt MCM64AINDUM ta "lot "jut -aE;1` v it - Its Dille -A Uftv* ail i"IL11,;tAi , P3nt'.&L-to-104-it prbyraill ""In w(Ausiotl i,fl 'I,h;:; pfroor, of ltp abovtP L . it t_fll (;p 4 I�t"-Xlfflj ttt-lt4 I ijet -.4nbftt'U'-,;Mt I -Oqat dir-t awal-d Ur thits cotitt-!4Ct, Uy the! ho-s!-jor VI tho- -011*v ':`om linpol'tarli tv n0to the bP- rottoo ?:V,nSLAQMt- LOOMS I-JUMY rPCrY11MUf1ded. Partit-1111arity as tregardeu 9.E, I Un2vit. 'bk.18ukj-q Of tht! 1:tthtliC rWPCA'f it-� C tilt( hi-Aury u� 111110 arva: rjarilu-p I:),e t'llo colvilt"hon'. 1%1-0 develoo the Hroe, 3Lsnsi1vivt? W this L.-A-dition, and, bpc,*au-,-%t! of Contmolluvai per'.. IGnat oft all; ptiatetj and aspect"j of Cott) -, S, Ir 'U. corrently. *#Ate rare aftemod in nur derisler, ma'w.iog rogarciing mir:nriL-v vpract--ement. 7 by �-jrdirianct- rit3ticift.,rig tj pp-reent annuai olijiAP- rar !;lilt!: WO, l�lcfl �3!10 C i.,pcin fws-, AN2aC1,,!-tg. L0 Ckt;1- CCIVIMiss lon nopl-wied an tvdirtant.,e it Incroa%? 4his goal !,0 irV-9j,10 perevrit. .5121%1POW0111 POICent, fov r"Jacie. i-l"soor"ic and femalp cwnari rE3!)PVvtJ1vp1,v. Ctj(, 0bj0C1U,,\jp IS U1 provii-JIL, L,,Ie r ,-nate. t,hr-ougO of uv,is sort. as well as t-;ith Inner procurement. award% fi-y. ;inO maJorkV bu5i*,1eSWs !rid min arR-A. ana fetraie owne-d businesses W, ;n eva!oat:P.q. uVic-Ginf UT current or nrt'posed nrd!nsr-ces. such pc-wr,:cipJLjon- t,,')erL-1' *tV P, %, -,ar artldvaticn. bij Lhu tjajiti�,v, mix ar" we mulf Ue i)c)t, c!IoV j., oua;jh; (as .,I. i,plav:3 "r) (.:*jc- alyal,ri at, harvol of Lnat partici-,)aLinri. A"CL6. .gijop.j, i.Rsr cL&I-evt aino tiropospot orrlinancps, iri on small, minrjrlL�.- a3f1d - d -izc -hL owned, compa.1*110s, at.l.e-Moolig i( Joing so W -3tablll' WO to a!:-Sfst VfVrn '.,C !hr-- Hank Sil"Nins, werwe RM11'1L1r;U%,, fjueiified. is a venl.urp- beri'vepil one F our tar-qpr- mairwitt, acivert..ning c:umpanjes and f.1 Iri-cal4 'I* I .0 ---nmmLJn...v re.-atip-nis. e.xpevt, -!ie coir O.-ure OF Kicid (tj*,,jv.k, female Hispanir-'j, 7 ikki ftx-re I b.-natiot, Joint vet Ll U - I a IG-call, smah A-inair-, civne-d public re-Lations oompanV and Frank C-ribu i-nullocles, eipments or stwnfl h1ack-, t-tispanic arid. 45 a sub-cc(isultan", a inc-iftj apt-11C, ir -4avlv approxuratwi tne kind anj jNtertisitig expert, in cortsultam MIP. 11 nost. nt ;1mourit of minorit,t ---nd Fpina'.e part-lei'viation then WO 11aVe 13". all ;p:3ve&c4a*'e tilt~ VPf)OrtLiflitij w haoe par#...#,.:patod in thp. cind wi" Lie wort-onci vii-111 S-ptjr 011-1 Ei COOOILIOUS 08-M'! --G i11*.;4JPp-. Ulat videtwary Irli1*11111"Itv and fLiniale necomos a reaJill-,-; :n the I.'-J. E:. 0vertnt,%in,-P.qv.< Ujimt Frc-'Y-co'.. v Ak 1 Pw"O'RM 4 S A D VC �, %o 4ONFUCT 2300 Pan American b ri Miamis Merida city of miRl i CamitBiOti at"" a~ ML{iftV" offAft iiilltlf '1`ltAt: 5t11ttf1�15�tlit t'311E ��� BEY 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, � a a bm 20# IM r 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