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HomeMy WebLinkAboutM-79-0088• LATIN QUARTER POTENTIAL FOR TOURISM DEVELOPMENT A RESEARCH STUDY AND DEVELOPMENT STRATEGY Prepared by Environmental Design Consultants for Little Havana Development Authority under contract by The Office of Trade and Commerce Development of the City of Miami and The Office of Economic Development Coordination of Dade County, Florida and The United States Travel Service REPORT SUMMARY r 79-89 79-88 a INTRODUCTION This report discusses the historical development of Miami's Little Havana, the tourist potential of the area, and the reasons why a Latin Quarter ---as a new tourist attraction --- could well be developed in this Latin enclave. This report also examines a conceptual plan for the develop- ment of the area and formulates a list of recommendations which ought to be implemented for the successful development and establishment of a tourist attraction of this magnitude. TOURISM DEVELOPMENT Public officials and members of the private sector are cognizant of the fact that tourism remains an indispensable and important sector of the local economy; but, that it has been decreasing as a percentage of the economic base. The decline of tourism has eroded the economic vitality of the area, diminished the tax base, and adversely impacted on the employment sector. Several factors have contributed to and compounded tourism's decline and problems in Dade County: 1. the major competition which has been developed in other areas in Florida has emerged, since the advent of the omnipotent Disney World creation in 1972, as a major attraction area. Central Florida, which includes Sea World, has become the fastest - growing tourist attraction region while Dade County has remained as a resort area, r 2. the stiff competition from other areas in the country and other parts of the world such as the Caribbean, the Pacific, and Europe, 3. the density of development, erosion of beaches, and aging of the once glamorous but difficult to renovate large hotels --- all of which have left Miami Beach behind competing resorts in quality standards, 4. patronage at Miami Beach, especially during the winter season, is increasingly becoming identified with middle-aged and older visitors who represent a market which is not being replaced, 5. the lack of entertaining and innovative tourist attractions in the Dade County area One of the major tourist attractions which has generated a significant amount of interest, support, and enthusiasm is the establishment of a Latin Quarter in the Little Havana section of the City of Miami. LITTLE HAVANA The majority of Cuban refugees found Miami's Little Havana suitable for their needs in terms of climate, business opportunities, and low rents: and, due to the concentration of Cubans in the area, they also found cultural companionship. Since 1960, Little Havana has turned into a community composed predominantly of Cubans. of Little Havana's population is Latin which makes it the concentration of Latins in Dade County. Because of their vast numbers and large concentration, Over 7970 largest they have been able to maintain their traditions, language, and pride. Bilingualism has become as important an element in the City of Miami as French has in Montreal. This living culture, conjuring images of pre -Castro Havana, represents the most salient feature which Miami has to draw back tourists to the area. The tradition of families from Cuba (as in many cities of Latin America and Europe) of living above the places of residence has maintained a number of people on the street at all times of the night thus making it safe to visit Little Havana. It is in Little Havana where one feels as if surrounded by the colorful scenery of a living stage with real -life characters in a Latin American setting without ever leaving the United States. LATTN QUARTER There are several reasons why a Latin Quarter could well be developed into a primary tourist attraction in Miami: first, Miami has been the Gateway to the United States for Latin American visitors, secondly, a Latin Quarter is highly compatible with the bilingual and Latin atmosphere which for years has been identified with Miami, thirdly, a Latin Quarter in Miami seems as logical as the French Quarter in New Orleans It must be emphasized that some of the basic elements required for the establishment of a Latin Quarter are already present in Miami's Little Havana: (a) the people with their history, language, and living culture and (b) the commercial establishments with their typical Latin atmosphere The Latin Quarter is to be conceived as a distinctive Latin district which could become a major international tourist attraction by virtue of its uniquely historical, cultural, and thematic characteristics. In determining the feasibility of developing Miami's Latin Quarter as well as in identifying the appeal and support which such tourist attraction would draw from area residents and tourists - Interviews and discussions were held with developers, realtors, architects: planners, local merchants, and civic leaders as well as with representatives of the travel industry, Meetings were also held with representatives of public agencies to identify existing and planned public improvements in the area which would impact on the development of a Latin Quarter in the area, Reviews were made of existing reports, surveys, and studies published by several public agencies, On -site surveys of the various commercial segments of the area were conducted to assess the overall physical conditions in Little Havana and for selection of specific locations which based on a series of criteria would appear suitable for the establishment therein of a Latin Quarter. MARKET ENVIRONMENT The market support for the Latin Quarter will be drawn from the residents and existing tourist markets. The resident market consists of persons residing within a reasonable driving distance from the proposed Latin Quarter. For practical purposes, this market is limited to Broward and Dade counties. Presently, it is estimated that Dade County has a population of 1.5 million and Broward County has nearly 900,000 residents for a total of 2.4 million residents. The tourist market consists of state (both domestic and inter- national) visitors whose destination is primarily or solely Dade County, or the southeast Florida region. The available tourist market can then be summed up in the following manner: Tourists to Dade County 4.5 million Tourists to Broward County 4.0 Tourists to southeast Florida 2.5 Total 11.0 million This Month in Florida, published by the Barnett Banks of Florida, states that during 1977 a total of 30.5 million visitors came to Florida with 786,000 of those from overseas. This figure represents an increase of 10.8% over the total number of tourists to the state the previous year of 1976. In addition, more Europeans came to Florida than to any other state. The total amount of dollars spent by these tourists amounted in 1977 to $11.3 billion. Dade County attractions favored by tourists are of a family nature. The Seaquarium in 1976 had 490,000 admissions and the Parrot Jungle saw 62,000 visitors pass through its gates. Similarly, Vizcaya had an annual attendance of 225,000. In view of these facts, one could make the assumption that a Latin Quarter would have a strong support of both the resident and tourist markets. Major theme parks have generally achieved anywhere from 25% to 40% of the available market in their normal operations. The Latin Quarter market could amount to more than 5 00,000 annual visitors if it were estimated that just 5% of that total of 13.4 million potential visitors could be induced by proper promotional efforts. This estimate is not unrealistic considering that one of several annual one -day events, "Open House ," drew more than 120,000 visitors to Little Havana. A word of caution: The proposed Latin Quarter should not be considered a new tourist attraction powerful enough to increase tourism travel demand to Dade County. It should be tought of as an additional tourist inducement in the area, along with the Seaquarium, Vizcaya, Miami Beach, the Zoological Park, and other planned attractions such as the Riverfront Specialty Center by the Miami River. The proposed Latin Quarter is not to compete with other attractions in the Greater Miami area but to complement them. The creation of a Latin Quarter will have the following favorable effects: (a) it will aid in expanding the length of stay of visitors to Miami, (b) it will increase tourist expenditures in the area, (c) it will aid in reversing the declining trend of visitors interest in the area, (d) it will have a multiplier effect on the local economy t CONCLUSIONS * THE DEVELOPMENT OF NEW ATTRACTIONS IN THE GREATER MIAMI AREA WILL CONTRIBUTE GREATLY TO COUNTERACT THE DECLINING TREND OF TOURISM IN THE AREA * THE MARKET SUPPORT FOR A LATIN QUARTER WILL BE DRAWN FROM THE RESIDENT MARKET AND THE EXISTING TOURIST MARKET * A LATIN QUARTER IN MIAMI COULD WELL DEVELOP INTO A PRIMARY AND SUCCESSFUL TOURIST ATTRACTION * THE BASIC CRITERION FOR THE DEVELOPMENT OF A LATIN QUARTER SHOULD BE THE OVERLAPPING OF THE EXISTING CITY FABRIC WITH NEWLY CREATED VISITOR ATTRACTIONS. THE EXISTING "LIVING CULTURE" MUST BE PRESERVED * THE LATIN QUARTER ---WHEN ESTABLISHED--- SHOULD NOT BE CON- SIDERED AS A TOURIST ATTRACTION WITH APPEAL ENOUGH TO LURE ADDITIONAL TOURISTS TO MIAMI. IT SHOULD BE CONSIDERED AS AN ADDITIONAL TOURISM INDUCEMENT IN THE AREA. * AN ANALYSIS OF THE AREA DESIGNATED FOR THE DEVELOPMENTAL PHASES OF THE LATIN QUARTER CLEARLY REVEALS THAT NOT ALL OF THE REQUIRED INFRASTRUCTURE IS PRESENT AND THAT EXISTING AMENITIES AT THIS TIME ARE LIMITED IN NATURE * BOTH ON -SITE AND OFF -SITE PARKING AND AN EXTREME LACK OF UNDEVELOPED LAND IN THE PROPOSED TOURIST DISTRICT PRESENT TWO MAJOR CONSTRAINING FACTORS IN THE GRADUALLY PLANNED DEVELOPMENT OF THE LATIN QUARTER * THE SUPPORT OF THE PUBLIC SECTOR IN ESTABLISHING THE REQUIRED INFRASTRUCTURE (PARKING FACILITIES INCLUDED) AND IN EFFECTING REQUIRED CHANGES IN ZONING ORDINANCES IS ESSENTIAL IN THE SUCCESSFUL CREATION OF A TOURIST ATTRACTION IN THE LITTLE HAVANA AREA * ONCE THE INFRASTRUCTURE HAS BEEN ESTABLISHED AND AMENITIES, OTHER THAN RESTAURANTS, ARE AVAILABLE TO RECEIVE VISITORS,A FINAL AND ESSENTIAL ELEMENT OF THE OVERALL DEVELOPMENT STRATEGY MUST BE IMPLEMENTED: AN AGGRESSIVE AND EXTENSIVE PROMOTION AND ADVERTISING CAMPAIGN IN THE UNITED STATES, LATIN A/ERICA, CANADA, AND EUROPEAN TRAVEL MARKETS PHASE I S.W.8th STREET BEAUTIFICATION CUBAN MEMORIAL PLAZA S.W.8th STREET COMMERCIAL FACADE ON -STREET PARKING CODE ENFORCEMENT NEW ZONING ORDINANCE FOR LATIN QUARTER DISTRICT COMMERCIAL REAL ESTATE AVAILABILITY -MIXED USE ARCHITECTURAL COORDINATION BOARD OFF-STREET PARKING LATIN QUARTER SIGNS FUNDING TIMETABLE LEADING AGENCY CD MAY 1979 GSA COLLABORATION DC PUBLIC WORKS FLA. D.O.T., FPL, S. BELL, MTA, TRAFFIC 6 TRANSPORTATION CD MAY 1979 CM PUBLIC WORKS LHDA CD DECEMBER 1979 CD COUNTY HUD, SBOC,LHDA Not Reqd. SEPTEMBER 1979 OFF-STREET PARK-AUTHO. LHDA Not Reqd. Not Reqd. MARCH 1979 Formulation DEC. 1979 Enactment CM PLANNING DEPT. LHDA Not Reqd. SEPTEMBER 1979 CM PLANNING DEPT. LHDA Not Reqd. MAY 1979 LHDA CM PLANNING DEPT. Not Reqd. MAY 1979 LHDA CM LEGAL DEPT., LHDA To be determined SEPTEMBER 1979 OFF-STREET DC TRAFFIC & TRANS. PARKING AUTHO. LHDA, CAMACOL PHASE I (cont.) FUNDING TIMETABLE LATIN QUARTER TOURIST LOGO Private sector MAY 1979 SELF -GUIDED TOUR MAP -BROCHURE Private sector JUNE 1979 LATIN QUARTER CALENDAR OF EVENTS Private 1980 sector SEP 1979 TOURIST ASSISTANCE GROUP To be determined SEP 1979 LOCAL "TROLLEY CAR" TRANSPORTATION Private sector DEC 1979 STROLLING MUSICIANS To be determined MAY 1979 COMMERCIAL REMODELING OF TOURIST- EDA/Private Summer 1980 ORIENTED ESTABLISHMENT Bank PHASE II FLAGLER STREET BEAUTIFICATION FLAGLER COMMERCIAL, FACADE TREATMENT LEADING AGENCY LHDA LHDA LHDA LHDA LHDA LHDA COLLABORATION MIAMI-METRO , TOURISM,CAMACOL MIAMI-METRO TOURISM, CAP \JL MIAMI -METRO TOURISM, CAMACOL MIA} I -METRO TOURISM, CAMACOL MIAMI-METRO TOURISM, CAMACOL, SBOC. MIAMI-METRO CAMACOL, P . J HUD, SBOC CD Summer 1981 DCPUBLICW LHDA To be To be determined Summer 1981 determined LHDA r 1 PHASE II (cont.) FUNDING RIGHT-OF-WAY IMPROVEMENTS S.W.lst, 6th, 7th, and 9th STREETS BETWEEN S.W.12th and 17th AVENUES CD RIGHT-OF-WAY IMPROVEMENTS S.W. To be 12th and 17th AVENUES determined HOTEL CONSTRUCTION HISTORICAL MUSEUM OUTDOOR CAFES AND RESTAURANTS ARTISTS WORKSHOP WITH EXHIBIT AREAS EVENING STREET CLOSING PHASE III Private sector To be determined TIMETABLE Summer 1980 Summer 1981 Spring 1981 1982 Private sector 1980-81 To be determined 1980-81 Not Reqd. 1980 RIGHT OF -WAY IMPROVEMENTS: S.W. 2nd, 3rd, 4'th, and 5th STREETS BETWEEN S.W.CD 12th and 17th AVENUES ALSO S.W.13th, 14th, 15th and l6th AVENUES BETWEEN S.W.lst and 6th STREETS 1983 LEADING AGENCY To be determined To be determined LHDA CUBAN MUSEUM OF ARTS & CULTURE LHDA LHDA LHDA To be determined COLLABORATION LHDA LHDA CAMACOL LHDA, COUNCIL OF ARTS & SCIENCES CAMACOL, SBOC CUBAN MUSEUM OF ARTS & CULTURE, CAMACOL, OAS, LATIN AMERICAN CONSULATES TRAFFIC & TRANSP. POLICE DRPT. P.A.C.E. LHDA r r PHASE III (cont.) RAPID TRANSIT FIXED GUIDEWAY STAGE II SPANISH THEATER LATIN A:ERICAN AMUSEMENT PARK LATIN AMERICAN BAZAAR FUNDING To be determined Private sector Private sector Private sector TIMETABLE To be determined 1983 1984 LEADING AGENCY Transportation Administration LHDA LEDA COLLABORATION LHDA, CM PLANNING DEPT. BALLET CONCERTO PRIVATE THEATER GROUPS ti LATIN AMERICAN CONSULATES LATIN AMERICAN CONSULATES EXHIBIT "A" C L RECOMMENDATIONS_ PHASE I 1. S.W. 8th STREET BEAUTIFICATION PROJECT: Expedite completion of curb, gutter, and sidewalk construction Proceed with planters, pedestrian crossways, ornamen- tal lighting, landscaping, street furniture, and removal of power lights Improve communication with residents and merchants of the area and make them aware of the process of construction and scheduled oompletion dates Coordinate with contractor the solutions to valid complaints, e.g., unprotected street openings, unsafe sidewalk conditions, etc. At the writing of this report, the morale of the people in the area is quite low and the poor handling of communication with residents is affecting other projects. Funding: Community Development - City and County Boundaries: Southwest 8th Street from S..W. 27th Avenue to I-95 Intersection Timetable: May, 1979 Leading agency: GSA - Metropolitan Dade County Collaboration: Dade County Public Works Department, Dade County Traffic and Transportation, Metropolitan Transit Agency, Florida Department of Transportation, Florida Power and Light, Southern Bell, and Little Havana Development Authority. 2. CUBAN MEMORIAL PLAZA: Seek donations by the Little Havana Development Authority from Cuban institutions for the acquisition of bronze plaques for the Plaza These bronze plaques describing different elements of the Plaza should be donated by Cuban institutions since the cost of the project in question is beyond budgeted funds Funding: Community Development- City of Miami Boundaries: S.W. 13th Avenue from S.W. 8th Street to S.W. loth Street Timetable: May, 1979 Leading agency: Public Works - City of Miami Collaboration: Little Havana Development Authority r L 3. S.W. 8th STREET COMMERCIAL FACADE TREATMENT: Improve communication Coordinate planning efforts Enlist the collaboration of local merchants explaining to them the advantages of this program With the intention to complete the beautification effort along S.W. 8th Street, a pilot area was selected and initial merchants contacts and individual designs were made almost a year ago. Lack of communication, poor planning, inflationa- ry costs, etc. have kept this program from getting started at the risk of losing some of the funds available for this program. A new coordinated effort is underway. Most important is the cooperation of local merchants many of who foresee increases in rent as the result of the beautification efforts. Funding: Community Development - City and County Boundaries: S.W. 8th Street from S.W. 17th Avenue to S.W. 12th Avenue Timetable proposed: December 1979 Leading agency: Community Development - Dade County Collaboration: CD- City of Miami, HUD, SBOC, LHDA 4. ON -STREET PARKING: Parking meters should be installed on the abutting avenues bordering with S.W. 8th Street, from S.W. 7th Street to S.W. 9th Street. Meters to be in operation between thh hours of 8 a.m. and 6 p.m. Funding: Not required Boundaries: All avenues from Beacom Blvd. to I-95 Timetable: September, 1979 Leading agency: Off -Street Parking Authority Collaboration: Little Havana Development Authority 5. CODE ENFORCEMENT: A "clean-up" campaign of the area should be undertaken in cooperation with the merchants and residents of the area Review of pick-up schedules and trash containers availa- bility Removal of vending machines of sidewalk areas Inspection of neon signs and canopies which are violating code heights as well as of airconditioning condensate lines dripping water on sidewalks L Funding: Not required Boundaries: Latin Quarter- Phase I Timetable: March 1979 Leading agency: Building and Sanitation Departments - City of Miami Collaboration: LHDA 6. NEW ZONING ORDINANCES FOR LATIN QUARTER DISTRICT: Enactment of suitable zoning ordinances tailored to the needs of the district delineated for the location of the proposed Latin Quarter. This represents an important requirement in the establish- ment of a tourist district in the Little Havana area. On June 1974, a study made of the Little Havana area by the City of Miami staff recommended the creation of a Spanish- speaking Task Force which, in cooperation with the planning department, could assist in formulating an ordinance that would allow a mixed commercial and residential use along S.W. 8th Street. The time is right for a zoning ordinance that could establish guidelines for the orderly development of the area, maintain its character, keep the street safe for residents and visitors, and create a permanent tourist attraction for South Florida. Funding: Not required Boundaries: See Phase II Pg.27 Timetable: March,1979, formulation of ordinances December 1979, enactment Leading agency: Planning Department - City of Miami Collaboration: LHDA 7. COMMERCIAL REAL ESTATE AVAILABILITY: Increase the amount of commercial real estate property by allowing it to expand along the abutting avenues along S.W. 8th Street Formulate a'6onditional use" formula by the Planning Department and for approval of the City Commission For the last several years the development of commercial establishments in the area has occurred along S.W. 8th Street. The demand for these establishments has been steadily increasing. 4 L The linear character of the development, with its limited frontage, has not been able to provide land to meet the demand with the subsequent increase in real estate costs. Since a high percentage of the merchants are tenants, their rents have been continously increased to the point of forcing many of these tenants to move out of the area. This exodus, mainly of the small -family -owned business, has begun to affect the character of the area thus depriving it of the small entrepeneur who provides services to the residents located within a small radius. By implementing our recommen- dation those establishments which cater to local residents and need not front on S.W. 8th Street will be able to re- locate within the area at a lower rent and without losing their customers accessability. If commercial spaces are made available at ground level while maintaining the residential usage above, a highly desirable mixed may be obtained. This mixed commercial and residential use has existed in the area as well as in many cities in Latin America with the benefit of keeping people on the streets after business hours thus rendering this area one of the safest neighborhoods in the City of Miami. The present zonings R-4 and C-4 do not permit for the proposed mix. Funding: Not required Boundaries: All avenues between S.W. 6th Street and S.W. 9th Street from S.W. 27th Avenue to I-95 Timetable: Sc temper, 1979 Leading agency: Planning Department- City of Miami Collaboration: LHDA 8. ARCHITECTURAL COORDINATING BOARD: Creation of an Architectural Coordinating Board formed by representatives of the City, County, LHDA, and residents. This board will provide assistance to the public and private sector in achieving a common goal of excellence. Exisiting and proposed street beautification and conunercial facade treatment projects are being developed for the Little Havana area by several departments of the City of Miami and Dade County. Although efforts have been made to maintain a certain degree of harmony in the character, we have serious misgivings as to the expected results. If we add the new constructions within the private sector to the above projects we will have a conglomerate of solutions not better than the present chaos. C Funding: Not required Boundaries: As shown for Phases I and II Timetable: May,1979 Leading agency: LHDA Collaboration: Planning and Public Works Departments -City and County 9. OFF-STREET PARKING: Initiation of a study which would explore a series of possibilities described below Metering of privately -owned sites The demand for off-street parking is an over -powering reality. There are very few vacant lots available in the Little Havana area; most of them are planned to be used as mini -parks; none for off-street parking. The use of air rights for parking structures along S.W. 8th Street, over car sales lots and supermarkets parking lots, is a distant and very expensive possibility. Although survey results favor strongly non - meter parking sites, the reality points to a Miami Beach approach using meter parking. By allowing off-street parking areas within the boundaries proposed for Phase I, the north lots of S.W. 6th Street and the south lots of S.W.9th Street from S.W. 27th Avenue to I-95, there will be sufficient sites available. New constructions in the area could exercise the 300-foot radius allowance for parking and the metering by the Off -Street Parking Authority will restrict its use during business hours. Existent heavy users of parking, such as restaurants, could be given a reasonable amount of time to secure off-street parking sites same as above. 10. LATIN QUARTER SIGNS: Posting of signs indicating directions to and location of Little Havana's Latin Quarter in major thoroughfares. Signs should be posted at the following points: 836: At 27th Ave., east and west directions At 17th Ave., east direction At 12th Ave., west direction 1-95: At S.W. 7th St. - south direction At S.W. 8th St. - north direction US-1: At 17th Ave., north and south directions At 27th Ave., north Brickell Ave: At S.W. 7th Street - north and south directions Funding: To be determined Boundaries: As shown Timetable: September, 1979 Leading agency: Florida Department of Transportation Collaboration: County Traffic and Transportation, LHDA, Latin Chamber of Commerce 11. LATIN QUARTER IDENTIFYING LOGO: Design of a highly visible logo to be displayed on all promotional brochures and advertising cam- paigns as well as in all participating establishments in order to help visitors find their way to parking lots, restaurants, shops, etc. The final selection of a suitable logo will be done through a contest with awards. Funding: Private sector Boundaries: Dade and Broward Counties areas Timetable: May, 1979 Leading agency: LHDA Collaboration: Miami -Pietro Tourism Agency, Latin Chamber of Commerce 12. SELF -GLIDED TOUR MAPS AND BROCHURES: Design, editing, publishing, and distribution of self -guided tour maps and brochures A map of Little Havana with amenities identified for car and walking tours. A brochure describing the history of the area as well as brief descriptions of the various amenities therein such as cigar makers, typical restaurants, bakeries, fruit and ice cream shop, arts and crafts, domino mini -park, Cuban Memorial Plaza, and other existing and future amenities. The brochure will also include phonetical pronunciation of most typical dishes. Distribution of these maps and brochures should be widespread and well coordinated. Funding: Private sector Boundaries: Little Havana area (west to 42nd Avenue) and to include most well-known amenities Timetable: June,1979 Leading agency: LHDA Collaboration: Miami -Metro Tourism, domestic and Latin American tour operators, and Latin Chamber of Commerce • C C L 13. LATIN QUARTER -CALENDAR OF EVENTS, 1979: Preparation of a yearly calendar of events In collaboration with county and city tourist -oriented depart- ments this calendar of events could include the following: The Three Kings Parade (WQBA) Open House Eight (Kiwanis Club and The Miami Herald) "Reencuentro Cubano'79" (Reencuentro Cubano sponsors) Art Exhibits (Cuban Museum of Arts and Culture) Latin Summer Fiesta (Latin Chamber of Commerce) Our Lady of Charity Peregrination (Miami archdiocese) Hispanic Week (Dade County Latin Affairs) Carnival '79 (Latin Orange Council) Latin Youth Fair (future) Latin Songs Festival ( future) Other cultural and sports activities The distribution of this calendar of events by airlines, travel agencies, tour operators, and other promotional agencies will ensure long-range planning and tour arrange- ments. Funding: Private sector Boundaries: USA, Latin America, Canada, and Europe market areas Timetable: September, 1979 Leading agency: LHDA Collaboration: Miami -Metro Tourism and Latin Chamber of Commerce 14. TOURISTS ASSISTANCE GROUP: Formation of a group that will have the responsi- bility of assisting visitors to the area In some countries this group is formed by members of the Police Department. These members receive a special training in foreign languages and knowledge of the area. Another possibility is the use of bilingual Park Rangers with the same training. A Latin Quarter tourist logo badge will identify.these persons to the vistors. For high visibility these members could also wear a uniform. Funding: To be determined Boundaries: Latin Quarter Timetable: September, 1979 Leading agency: LHtsA Collaboration: Miami -Metro Tourism and Latin Chamber of Commerce 15. LOCAL "TROLLEY CAR" TRANSPORTATION: Incorporation of trolley car transportation for visitors to the Latin Quarter The linear nature of the Phase I of the Latin Quarter as well as the need of the residents has called our attention to the advisability of a simple type of local transportation. It mist be highly visible and attractive and capable of compe- t.ng with a strong vehicular traffic. A rubber -wheel trolley car -looking vehicle is already in use in parts of the county and it seems possible that it could be used by residents and visitors to the area. It is further recommended that a study be made to develop day and night itineraries which would not be in conflict with MTA lines. Funding: Private sector Boundaries: Little Havana area Timetable:December,1979 Leading agency: LHDA Collaboration: Miami -Metro Tourism, Latin Chamber of Commerce, and SBOC 16 STROLLING MUSICIANS "Mariachis," "tunas," "trios," and many other typical Latin strolling musicians will greatly enhance the character of the Latin Quarter. These groups are presently in existence and could be encouraged to visit the highly visible spots of the area. Also, traveling students groups which give performances for paying audiences could be used during their stay in Miami. With a little motivation, local groups of "decimas" (Cuban folk singers) may be formed for street corner singing. Control of the quality of the musicians is important and permits should be granted after auditions by a selected panel. We also recommend that the initial groups be funded by P.A.C.E. (Performing Arts for Community and Education) Future funding can be privately sponsored. Funding: To be determined Boundaries: Latin Quarter Timetable: May, 1979 Leading Agency: LHDA Collaboration: Miami -Metro Tourism, Latin Chamber of Commerce, and P.A.C.E. C L 17. COMMERCIAL REMODELING OF TOURIST -ORIENTED ESTABLISHMENTS: The present facilities of the potential tourist -oriented establishments need revamping, especially public rest - rooms. Better signage, with bilingual information is also needed. It is recommended that individual studies of the establishments be made as well as assistance be given to merchants in obtaining funds for its implementation. Funding: EDA/Private bank Boundaries: Latin Ouarter Timetable: Summer 1980 Leading agency: LHDA Collaboration: HUD and SBOC a C L PHASE II 1. FLAGLER STREET BEAUTIFICATION PROJECT: Expedite the project so that this important commercial corridor could be integrated in the overall and final boundaries delineated for the Latin Quarter From the proposed location of the Government Center, West Flagler becomes the entrance to Little Havana. When the bridge over the Miami River is crossed, the visitor must be made aware of the change. The Architectural Coordinating Board previously mentioned should oversee that this project meets this goal. Flagler Street is an important part of the Latin Quarter and this commercial strip has it own identifying character. This area, long neglected, will also provide the access to the proposed Riverfront Specialty Shopping Center. Improvements and street furniture must be implemented according with the character of the area. Funding: Community Development -County Boundaries: Flagler Street from the Miami River to S.W.22nd Avenue Timetable: Sumner 1981 Leading agency: Public Works- Dade County Collaboration: City of Miami and LHDA 2. FLAGLER COMMERCIAL FACADE TREATMENT: The experience from the S.W. 8th Street commercial facade treatment should be utilized to ensure that this work is done concurrent with.the beautification effort. Funding: To be determined Boundaries: Same as beautification project Timetable: Summer 1981 Leading agency: To be determined Collaboration: LHDA, Latin Chamber of Commerce, and SBOC 3. RIGHT-OF-WAY IMPROVEMENTS: S.W. 1st, 6th, 7th, and 9th STREETS BETWEEN S.W. 12th and 17th AVENUES: Encourage the pedestrian use of the area through the continuation of the development of the Latin Quarter, which includes the above mentioned right-of-way impro- vements such as planting, street lighting, street furniture, sidewalk improvements, and others. Funding: Community Development Boundaries: Latin Quarter, Phase II Timetable: Summer 1980 Leading agency: To be determined Collaboration: LHDA and Traffic and Transportation 4. RIGHT-OF-WAY IMPROVEMENTS: S.W. 12th and 17th AVENUES BETWEEN FLAGLER AND S.W. 8tE STREETS These two main collector streets are the proposed east and west boundaries for the Latin Quarter. Widening plans for S.W. 17th Avenue must be coor- dinated with the work in the area. Improvements must follow all Latin Quarter guidelines to maintain the character of the area. Funding: To be determined Boundaries: Latin Quarter Phase II Timetable: Summer 1981 Leading agency: To be determined Collaboration: LHDA, Traffic and Transportation 5. HOTEL CONSTRUCTION IN THE TOURIST DISTRICT: Construction of a hotel, three or four stories high with a Spanish architecture and central patio, fountain, and trees The special zoning ordinance recommended for Phase I and which hopefully will be in effect by 1980 will allow the construction of a hotel. This hotel should be located with its main entrance on an avenue, preferable between S.W. 6th and 7th Streets, within walking distance of "Calle Ocho" for day shopping and in the center of night activities such as discoteques and night clubs. Funding: Private Sector Boundaries: Latin Quarter, Phase II Timetable: Spring 1981 Leading agency; LHDA Collaboration: Latin Chamber of Commerce 6. HISTORICAL MUSEUM: Construction of a Cuban Historical Museum which (most likely under the direction of the Cuban Museum of Arts and Culture)will feature the Cuban heritage and culture to residents and visitors alike. The use of audio -visual faci- lities and movable figures -- like an animated wax museum -- will definitely be an additionally interesting tourist amenity. C L The second developmental phase of the museum will be the incorporation of other Latin American well- known historical features. Funding: To be determined Boundaries: Latin Quarter, Phase II Timetable: 1982 Leading agency: Cuban Museum of Arts and Culture Collaboration: LHDA, and Council of Arts and Sciences 7. OUTDOOR CAFES AND RESTAURANTS: The narrow sidewalks of the area will never permit the duplication of "Old Havana" sidewalk cafes; however, the new zoning ordinance for the Latin Quarter will permit the cafes to open to a park with fountains and trees. Large covered terraces with overhead fans will keep customers cool and away from the rain during the summer months. Funding: Private sector Boundaries: Latin Quarter Timetable; 1980-1981 Leading Agency: LHDA Collaboration: Latin Chamber of Commerce, and SBOC 8. ARTISTS WORKSHOP WITH EXHIBIT AREAS: Not only painters and sculptors, but artisans of ceramics, woodcarving, stainglass, wrought iron works, etc. will be housed on workshops opening to mini -parks where they will be able to exhibit and sell their workds. A definite tourist attraction. It will also provide the opportunity to transmit the knowledge of the trades to younger students in order to maintain alive a dying tradition. Funding: To be determined Boundaries: Latin Quarter Timetable: 1980- 1981 Leading agency: LHDA Collaboration: Cuban Museum of Arts and Culture, Latin Chamber of Commerce, OAS, and Latin American Consulates 9. LATIN AMERICAN SHOPS: All countries of Latin America will have the opportunity of having shops, retaurants, and any other repesentation of their culture to create an unusual tourist amenity for the Miami area. It will be an every day experience in food, music, lan- guage, customs, etc. C Funding: Private sector Boundaries: Latin Quarter Timetable: 1981 Leading agency: LHDA Collaboration: Latin Chamber of Commerce, OAS, and Latin American Consulates 10.STREETS CLOSING: S.W. 7th Street between S.W. 12th and 17th Avenues should be closed to car traffic from 7p.m. to 2 a.m. Vehicular traffic, if this recommendation is implemented, will move along 13th, 14th, lsth, and 16th Avenues. Such a street closing policy is presently done in New Orleans' Bourbon and Canal Streets every evening. The closing of these streets with extended pedestrian -oriented surfaces will accomodate increased night activities in the area and will allow larger areas for outdoor typical Latin musical concerts {"retretas"). Funding: Not required Boundaries: See above Timetable: 1980 Leading agency: LHDA Collaboration: Traffic and Transportation Agencies, City of Miami Police Department, and P.A.C.E. ■ 1 c C PHASE III 1. RIGHT-OF-WAY IMPROVEMENTS: S.W. 2nd, 3rd, 4th, and 5th STREETS BETWEEN S.W. 12th and 17th AVENUES.. AS WELL AS S.W.13th, 14th, 15th. and -16th AVENUES BETWEEN S.W. 1st and 6th STREETT This area has remained residential by virtue of the exisiting R-4 zoning. It is composed of old and new single-family residences, old and new multi -family residences, and very few vacant lots. Parking shortage is quite prevalent. The proposed right-of-way impro- vements will up -grade the area considerably. Funding: Community Development Boundaries: Latin Quarter Timetable: 1983 Leading agency: To be determined Collaboration: LHDA 2. RAPID TRANSIT FIXED GUIDEWAY -STAGE II: Coordinate this important project with the develop- ment of the Latin Quarter Coordination of the Rapid Transit System and the design of the stations in the Little Havana area concurrently with the development of the tourist district in the same area is of the utmost importance. Funding: Federal Boundaries: Latin Quarter area Timetable: To be determined Leading agency: Office of Transportation Administration -Dade County Collaboration: LHDA and City of Miami Planning Department 3. SPANISH THEATER: Construction of a small theater (200-300 seats), for 'Zarzuelas" (Spanish musicals) and other Latin folkloric productions. The construction of such a theater as an added amenity for visitors to the Latin Quarter will greatly enhance the image of such a development. • Funding: Private sector Boundaries: Latin Quarter Timetable: 1983 Leading agency: LHDA Collaboration: Private theater groups and Ballet Concerto 4. LATIN AMERICAN AMUSEMENT PARK: Construction of a small amusement park with features of Latin American countries and in which characteris- tics and musical folklore of each country will be emphasized. This will be an interesting attraction for family -oriented tourists to the Latin Quarter area. Funding: Private sector Boundaries: Latin Quarter Timetable: 1984 Leading agency: LHDA Collaboration: Diplomatic representatives and airlines of Latin American countries. 5. LATIN AMERICAN BAZAAR: Establishment of a Latin American Bazaar which will provide the opportunity to those people with hobbies such as jewelry, wood carving, hand weaving, ceramics, glazing, etc. to display and sell their artistic wares on weekends. This bazaar follows the guidelines of "Bazaar del Sabado" in Mexico City which caters to local visitors and tourists. This is not a'flea market"fie merchandise will be exhibited on tempo- rary displays while permanent exhibit areas will have products of Latin America for sale. Funding: Private sector Boundaries: Latin Quarter Timetable: 1983 Leading agency: LHDA Collaboration: Consulates and local hobby groups L E A • latun quarter POTENTIAL FOR TOURISI DEVELOPMENT A RESEARCH STUDY HE OFFICE OF ECONOMIC DEVELOPMENT OF DADE COUNTY FLORIDA SHE UNITED STATES TRAVEL SERVICE DEPARTMENT OF COMMERCE WASHINGTON. D.C. SEPTEMBER 1978 79-88 79-89 • • A 4 LATIN QUARTER POTENTIAL FOR TOURISM DEVELOPMENT A RESEARCH STUDY AND DEVELOPMENT STRATEGY Prepared by Environmental Design Consultants for Little Havana Development Authority under contract by The Office of Trade and Commerce Development of the City of Miami and The Office of Economic Development Coordination of Dade County, Florida and The United States Travel Service • s TABLE OF CONTENTS Section Page I INTRODUCTION 1 II TOURISM DEVELOPMENTS IN SOUTH FLORIDA 4 III MIAMI'S LITTLE HAVANA 11 IV MIAMI'S LATIN QUARTER 15 V MARKET ENVIRONMENT 33 VI CONCLUSIONS 39 VII RECOMMENDATIONS 42 • • I. INTRODUCTION a • I, INTRODUCTION Tourism in South Florida has been recognized as a mainstay in the local economy; however, the tourism sector has been decreasing as a percentage of the economic base. Public officials as well as members of the private sector are cognizant of the fact that tourism remains an indispen- sable and important sector of the local economy. This report discusses the historical development and present plight of tourism in South Florida. This report also discusses briefly the history of Miami's Little Havana and the contribution made by the Cuban immigrants, since their arrival in the early 1960's, to the physical and economic improvements of the community. The report further discusses the reasons why a Latin Quarter --- as a new tourist attraction --- could well be developed in this Latin enclave. The basic purpose of the report, therefore, is to examine thoroughly the proposed conceptual plan for the development of a tourist attraction in Miami's Little Havana ---- its magnitude, locational definition, required infrastructure, existing and potential tourist -oriented amenities; and, chiefly, extensive 1 N • promotion in both domestic and international tourist markets. This report also assesses the magnitude and potential of the available market for a tourist attraction as a Latin Quarter. Section VI of this report focuses on a series of conclusions resulting from the review of materials and relying upon resource persons directly involved in the proposed tourist attraction under study. The final section of this Latin Quarter feasibility s• ':► formulates a list of recommendations which ought to be imple- mented for the successful development and establishment of a tourist attraction of such magnitude as a Latin Quarter in Miami's Little Havana. Some final words regarding Miami's Latin Quarter are offered here as a caveat The development of the Latin Quarter as a much needed tourist attraction in the area constitutes a significant economic development effort. In such effort, each of the public and private sector that is a party will be making a singular and critical contribution. The politi- cal leadership, for example, will provide not only the legal and government support but also the legitimiza- tion of the undertaking. With supportive governmental 2 s cooperation in matters relating to land acquisition, zoning changes, taxation, permits and licenses, and other local conditions, the proposed Latin Quarter will become a successful endeavor. The other essential partner in this economic develop- ment effort is an enthusiastic, strong, and committed group from the private sector ---- developers, private investors, commercial property owners, local businessmen, associations, travel representatives, and others. For it is in the private sector where the action is and from where the action and wholehearted support must come. 3 4 II. TOURISM DEVELOPMENTS IN SOUTH FLORIDA s II. TOURISM DEVELOPMENTS IN SOUTH FLORIDA The history of the tourist industry in Miami started with Julia Tuttle's gift of orange blossoms tc Henry Flagler who extended his railroad to Florida's soucherit coast opening the area for rapid development. The history of the tourist industry may also be summed up as an increase of quantity and a decreJb a in quality --- During the first decade of the 20th century, a quality hotel business developed in Miami. Sun -filled days, warm tropic nights, and long stretches of white sandy beaches provided the backdrop for Miami to gain interna- tional recognition as a resort area. During the winter season hotels enjoyed full occupancy with affluent tourists escaping from the harsh northern winters. During the summer season families flocked to the area because of the glamour of the hotels and low summer rates. In the 1920's the mangrove swamp that is now Miami Beach was filled and causeways were laid across Biscayne Bay to link the new city with Miami. The center of tourist 4 a activity then shifted frcm niarii to the ocean front along Miami Beach. The quality atmosphere of the tourist industry was maintained at Miami Beach until 1945 when investors all over the nation saw the possi- bility of large profits from the construction of hotels and motels. The construction of tourist accommodations reached its peak in the mid-1950's with the completion of such hotels as the Fontainbleau with 1,000 rooms. These additional tourist facilities were constructed in anticipation of increased business which failed to materialize as rapidly as expected and in time the number of hotel and motel rooms exceeded demand. The cold winter of 1957-1958, compounded by an economic recession and an airline strike, had severely distressing effects on south Florida's tourist industry. Not until the prosperous winter season of 1961-1962, with the national economy again on the rise and tourists flocking to the area, did the industry show any real signs of resurgence. But, tourism has never quite matched the record years of the fifties and it has been declining over the years in Dade County. 5 While tourism has been decreasing as a percentage of the region's economic base, the industry remains the strong suit of the Florida economy, particularly during the last three years despite a sluggish national economy and higher gasoline prices. The energy crisis of 1974 produced the only decrease in tourism during the past decade; and, while 1975 was a year of national economic recession, travel to Florida increased by a greater increment than was experienced at any other time in the last 12 years. This appears to be partly the result of pent-up demand stemming from travel which was deferred in 1974 when gasoline shortages occurred and partly because the re- cession made Florida a good substitute destination for trips to more expensive places such as the Caribbean, Europe,and the Near East. The United States Census of Travel conducted in 1972 is the most comprehensive study of travel on a nationwide basis ever undertaken. The Census indicates that some 23.2 million person -trips were made to Florida in 1972, making it the third most frequently selected visitor destination in the United States, surpassed only by California and Texas. 6 0 0 According to the Census, the average trip to Florida is estimated to have lasted 7.1 days resulting in 166 million person -nights, a total which was only 4 percent lower than in California. Consequently, the relatively long average stay makes Florida a close contender as the state with the greatest tourist impact in the nation. Just as tourism has been the strorg suit of the Florida economy, the industry in Dade County has been declining. The decline of tourism has eroded the economic vitality of the area, diminished the tax base, and negatively impacted on the employment sector. Several factors have contributed to and compounded tourism's decline and problems in Dade County: 1. the major competition which has been developed in other areas in Florida hag emerged, since the advent of the omnipotent Disney World creation in 1972, as a major attraction area. Central Florida, which includes Sea World, has become the fastest -growing tourist attraction region while Dade County has remained as a resort area, 2. the stiff competion from other areas in the country and other parts of the world such as the Caribbean, the Pacific,and Europe, 3. the density of development, erosion of beaches,and aging of the once glamorous but difficult to renovate large hotels - all of which have left Miami Beach behind competing resorts in quality standards, 7 4. patronage at Miami Beach, especially during the winter season, is increasingly becoming identified with middle-aged and older visi- tors who represent a market which is not being replaced, and finally, one additional and significant factor which has contributed to tourism's problems in Dade 5. the lack of entertaining and innovative tourist attractions in the Dade County area. According to the latest statistics of the Florida Division of Tourism, the Central Florida area, as previously mentioned, along with Pinellas and Hillsborough Counties are coming up as very strong tourist draws. The reason is that the major tourist attractions in Florida are located in those areas. 0n balance, it is reasonable to assume that tourism to Dade County will remain more or less static unless new tourist attractions are developed in the area. There is no question that Dade County needs unique, original, and exciting projects designed to bring tourists back to the area. Both the public and private sectors in the community are cognizant of that fact. As evidence of the recognition that the tourism industry is experiencing severe difficulties - the Greater Miami Chamber of Commerce convened a Tourism Master Plan Conference on August 20, L977, at which a list of feasible projects were amply discussed. 8 Recently, a Miami Beach Chamber of Commerce- backed group visited Washington, D.C. in the pursuit of low -interest govern- ment loans to enable older hotels ---which were the proudest ones a decade ago and which are crying out for refurbishing, and repair- to be renewed. The Chamber reports 120 Miami Beach hotels requested $62 million in loans through proposed Federal loan guarantee programs. In late 1975, the City of Miami started considering the develop- ment of Watson Island as a recreation and amusement complex. Feasibility studies were presented to the City Commissioners by two private consulting firms. On November, 1977, the City of Miami signed a contract giving the local firm of Diplomat World Enterprises, Ltd. the exclusive right to build and operate a Theme Park on Watson Island at a cost of $55 million in city bonds. The Watson Island entertainment complex will play an important role toward filling the void in tourist attractions in the Miami area. Consultants for the City of Miami have also recommended the building of a Specialty Shopping Center at the bank of the Miami River. 9 • • The Riverfront Specialty Center project is designed to be located in a seven -acre site of which 67,000 square feet would have a combination of plazas, open markets, specialty shops, and restaurants, plus 250,000 square feet of parking and open space. There have also been discussions on the possibility of esta- blishing a LATIN QUARTER --- similar to the French Quarter in New Orleans --- in the Little Havana area of the City of Miami. Long identified as "The Gateway to Latin America," Miami provides a unique Latin cultural background and influence. The creation of these and other attractions in Greater Miami will go a longway toward creating a new interest in the area and in reversing the declining trend in visitor enthusiasm evident at this time. 10 a a III. MIAMI'S LITTLE HAVANA • III. PMIAMI'S LITTLE HAVANA The area commonly referred to as "Little Havana" is approxi- mately three and a half square miles. It is located near the central business district of the City of Miami and it is bounded by N.W. 7th Street and the Miami River on the north, 27th Avenue on the west, S.W. 17th and llth Streets on the south, and on the east by the Florida East Coast Railroad. The area is an old section of the City of Miami. The first residents were mainly of Anglo-American stock who shared in the boom -time prosperity of Miami during its early growth. By the 1950's the economy of Miami began to deteriorate and the Little Havana area began to experience a similar economic and physical decline. Not until the massive influx of Cuban refu- gees, fleeing from political discord at home, did the economic outlook of the area take a turn for the better. The early Anglo residents began out -migrating to other newly developed suburbs and were quickly replaced by Cubans looking for new economic opportunities. No one had anticipated the amount of pride the refugees would take in remodeling, painting, and fixing their newly acquired homes and businesses. As evidence of the favorable contribution to the physical and economic improvement of the area made by the Cubans -- the follo- wing comments have been excerpted from a report submitted by 11 A at the consulting firm of Hunter Moss and Company to the Miami City Commission on February, 1976 --- "The greatest single influence on the City of Miami in the last 10 years is the growth of the Cuban population which has been a posi- tive influence..." "Where the Cubans have moved in to census tracts, the general appearance of the area has improved. Their tendency to paint -up and fix -up prevented deterioration and held firm real estate values..." "The Cubans are hard-working and industrious and they have a basic pride of ownership..." "We have cited on the attached sheets numbers of cases where our projections made in 1965 were wrong. The Cuban influence was much better and much stronger than we had anticipated..." No one had anticipated that the Cubans, in the years since they began fleeing to the United States from Castro, would achieve a much faster progress in their adopted country than has any other group of immigrants in this century. Almost overnight they emerged from the deprived refugee state and moved into the middle class, skipping lightly --- or never even touching --- the lowest rung of the economic ladder that was a 12 a necessary first step for the Irish, the Jews, the Italians, and others. And, nowhere has their imprint been felt more than in Miami's Little Havana, the original port of call for most of them. Cubans operate 60% of all service stations in Miami, and companies which are putting up about 30' of all construction now underway in the city. More than 200 officers, plus some presidents and vice-presidents, of Cuban origin are in banking. Cubans operate 20 cigar manufacturers, 30 furniture factories, 10 garment plants, 45 bakeries, 20 private schools, 230 restaurants, 10 record - making plants, four radio stations,a television station, and at least a dozen shopping guides printed in Spanish. The majority of Cuban refugees found Miami's Little Havana suitable for their needs in terms of climate, business opportunities, and low rents; and,due to the concentration of Cubans in the area, they also found cultural companionship. Since 1960, Little Havana has turned into a community composed predominantly of Cubans. Over 79% of Little Havana's population is Latin which makes it the largest concentration of Latins in Dade County. The Cubans in Little Havana, unlike previous immigrants, have not found the need to assimilate themselves into the American mainstream because of their vast numbers and large concentra- tion. They have been able, therefore, to maintain their 13 traditions, language, and pride. Bilingualism has become as important an element in the City of Miami as French has in Montreal. The tradition of families from Cuba as in many cities of Latin America and Europe, of living above the place of business, has maintained a number of people on the street at all times of the night thus making it quite safe to visit Little Havana. This living culture, conjuring images of pre -Castro Havana, represents the most salient feature which Miami has to draw back tourists to the area. This Latin culture has so thoroughly permeated the entire area that in many instances it lives side by side with the Anglo culture, offering visitors the best of both worlds. Throughout Greater Miami these two cultures --- Anglo and Hispanic -- blend together, but it is in Little Havana where one feels as if surrounded by the colorful scenery of a living stage with real life characters in a Latin American setting ... without ever leaving the United States. 14 4 a IV. IIIANI' S LATIN QUARTER 4 IV. MIAMI'S LATIN QUARTER The history of the tourist industry in Miami, as previously described, indicates that tourism has been the focal point of the area's economy. But, it has also been shown, that the time is past when Miami had a corner of the Florida tourist market and Miami Beach was the "Sun and Capital of the World." Both the public and private sectors are cognizant of the following facts: First. The maintenance of a sound tourist trade is not simply dependent upon good weather, Secondly, The decline of tourism is having a distressing impact on the economic vitality of the area, Third, There is an immediate and dire need to develop visitors attractions so that tourism could again have a future in Miami. Hence, public and business leaders have been holding discussions regarding the renovation of hotels, the lega- lization of gambling, beach restoration, creation of a Tourism Development Council, and the development of new tourist attractions. One of the major tourist attractions which has generated a significant amount of interest, sunoort, and enthusiasm 15 is the establishment of a Latin Quarter in the Little Havana section of Miami. There are several reasons why a Latin Quarter could well develop into a primary tourist attraction in Miami Traditionally, Miami has been the Gateway to the United States for Latin American visitors; but, in addition, long -haul air routes currently link Miami with riost of the important European capitals and with the neighbor to the north -Canada. A Latin Quarter is highly compatible with the bilingual and Latin atmosphere which for years has been identified with Miami. A Latin Quarter in Miami's Little Havana seems as logical as a French Quarter in New Orleans. Of great interest to domestic and international travelers when they tour different regions of the United States are the "ethnic districts" which offer interesting amenities with historical and cultural characteristics to those visitors. San Francisco's Chinatown, Los Angeles' Alvera Street, the Danish settlement in Solvang, California, New Orleans' French Quarter --- are some of the representative areas 16 in the United States which continue attracting multi- tudes of U.S. and international visitors. These ethnic districts are geared to other cultures. The basic criterion point for the establishment of a Latin Quarter in Miami is based upon the similarity with those previously mentioned existing districts in other areas of the United States. It is, therefore, within this conceptual development that the Latin Quarter could well be planned. The Latin Quarter is to be conceived as a distinctive Latin district which could become a major international tourist attraction by virtue of its uniquely historical, cultural, and thematic characteristics. It must be emphasized that some of the basic elements required for the establishment of a Latin Quarter are already present in Miami's Little Havana --- --- the people are there with their history, language, and distinctively living culture; the commercial establishments are there with their typical Latin atmosphere; and, the new buildings are there with their Spanish architectural designs. These elements combine in a complex which offers to the current visitors to the area the atmosphere of charming "Old Havana" now transplanted to Miami's "Little Havana." 17 In determining the feasibility of developing a Latin Quarter in Little Havana as well as in identifying the appeal and support which such tourist attraction would draw from area residents and tourists ---- Interviews and discussions were held with developers, realtors, architects, planners, local merchants, and civic leaders, as well as with representatives of the travel industry. Meetings were also held with representatives of public agen- cies to identify existing and planned public improvements in the area which would impact on the development of a Latin Quarter in the area. Reviews were made of existing reports, surveys, and studies published by several public agencies. On -site surveys of the various commercial segments of the area were conducted to assess the overall physical conditions in Little Havana and for selection of specific locations which based on a series of criteria would appear suitable for the establishment therein of a Latin Quarter. lb 4 a For the purpose of properly establishing a Latin Quarter in the Little Havana area, several important factors must be considered: First, although some of the basic elements are11 already present in Little Havana, namely, the commercial establishments and the buildings with their Spanish architectural designs --- they are rather concentrated along certain commercial corridors, particularly those with touristic attraction offering, Secondly, the development of a Latin Quarter should take advantage of and be consistent with ii the framework of existing and planned public improvements and urban design guidelines in the area, Thirdly, the selection of specific areas within Little Havana for the development of a "tourist quarter" should consider the accesibility to and linkages with adjoining areas. With these important factors borne in mind and considering further the basic criterion point that the planned development of a Latin Quarter should be based upon the similarity with other ethnic districts existing in other areas of the United States --- a Miami's Latin Quarter could well be defined as: The orderly and planned development in phases, which follow the natural demand of the area, of an increa- sing number of block strips, depicting a Spanish and tropical architectural character and in which visitors will enjoy a number of amenities during the day and at night. The plan for the development of the proposed Latin Quarter in Little Havana should be implemented in three development phases. 19 a In each of these phases, two basic elements of the overall development plan must be thoroughly analyzed: 1. Existing and required infrastructure 2. Existing and potential amenities PHASE I In the first phase, linear in character, the Latin Quarter should be located within the following boundaries: Tourist district to border on the north with the north side lots of S.W. 6th Street, on the south with the south side lots of S.W. 9th Street, on the west with west side lots of S.W. 27th Avenue, and on the east, with the Interstate 95 intersection. Within those boundaries lies S.W. 8th Street --- which is the hub of Miami's Latin Quarter and it would be the center of the Latin Quarter. More than just a street, S.W. 8th, or "Calle Ocho," as is popularly known, is a thriving commercial center with a typical Latin atmosphere. 20 II MEIMiiiu 4 �I' J� `_ fl]i1r4 I' 1 1' N M 3 i4�fvl t1 /ilkiL ', 1 1{L._ -vi,1470-)Ii .l i,.,—rlug• .,. -1� � __. - ___1 Ir L. i.;ift � 1! f 1.___ _ , , �•TR.j I LJ C -+ n a� f ir1l Ir 1:: _Ilia.). • r I_ '� _ •-�__ BMW ORANGE ' _. 1 w-- -1 [STADIUM ' - — LLl ]r/Jr 2aS- &T.1 -ru- JJ1 ir *-1( r' w �2n5 ,_.SL 9 .� '� Ll• -- f. !T- ST. . la► _ TE, • f HL 1LLi t Innr 3 ,.,. f,T i MA- _ 21.4f.- Tf8_iJl BOWL r �r si , Cu JC_ L__9:��, se' — • • - awe e.-rz rzif-lon 1 lau S• 1 's H • — as- ;,N, J ,, j"-, " , w - 1'--•-j —� 1 J ; Bt., ,ice. J ;� 1,L ,Yod T _ 11 ; sil' 1 . al �� "4 uf. TER - - IIUT% 4 •' •? : , ,2,t+ . si El a- #. S.M'. 4 N aIt'.l tII'_i L1r n r '� _- �•— --,• �1 ---,r- II],I,1. 4L Is._ -IL.--..iliaA./ aMN 1 sr. ) .� . 'Tina • ST. r TER r ST. d5 TEA. ,r •-1 - 1 r4--iLl 7-3 r- -1 Ilia ;12 l' 44' ' ' ' \ 's ‘ '' s. \ . N \C .N‘ V 1: •141 '' 31I 17..4 yr I ST. �+. , St.. J. • : rta- ;, TIJI.II! • �. r ST- ; 4. 1/4\ ik* r r ii i R. • The initial and most indispensable aspect in determining the feasibility of creating a "tourist district" within the boundaries previously delineated relates to the identifi- cation of the existing and required physical conditions therein. From the standpoint ofa basic urban development process, Miami's Little Havana could be categorized as a transitional area which is characterized by the initiation of decline and changes from one type of use to another. Thus, the develop- ment strategy applied in the areas has been that of focusing on programs related to preservation and visible improvements, such as street beautification, parking, technical assistance, and encouragement of community -based organizations, e.g., the Little Havana Development Authority. Along S.W. 8th Street, the main commercial strip of the proposed Latin Quarter, a comprehensive street beautification project is in progress. It consists of planters, pedestrian crossways, ornamental lighting, landscaping, street furniture, and other improvements. This project extends along S.W. 8th Street from S.W. 27th Avenue to I-95 and is scheduled to be completed by March, 1979. Concurrently with the above mentioned project the beautification of the Cuban Memorial Plaza, along the median and the right-of- way of S.W. 13th Avenue, is also underway. 21 • • An analysis of the public right-of-way improvements required to develop the area as a tourist attraction indicates that some of the infrastructure exists and the rest could be completed in a near future. However, the analysis further indicates that parking in the proposed district ---- and for that matter, in the entire Little Havana area --- presents a constraining factor in the development of the Latin Quarter. The parking problems in the several areas of the City of Miami have similar characteristics despite the type of land use. These areas are older areas which were developed prior to the early 1950's when automobile ownership rapidly increased. This is true of many of the city's commercial strips, including S.W. 8th Street. In addition, large families with several family members owning automobiles as well as multiple families living in single dwelling units have contributed to the parking problem in the Little Havana area. However, solutions to problems and constraints related to parking are possible and public, private, and joint approaches can be accomplished. These possible solutions are further discussed in depth in subsequent sections of this report. 22 014 A major concern voiced by residents and merchants in the Little Havana area is related to the perceived decline in the quality of their immediate environment. Increased incidences of noise, excessive traffic and parking on the street, and the general lack of neighborhood identity are among the important problems of the community. The previously discussed public improvements underway in the area will go a long way in reversing the declining trend and in providing a greater ambience for the proposed Latin Quarter as a tourist attraction. It should be pointed out that an individual character has been given to a large extent to the Little Havana area by the local residents and merchants. This has resulted in the improvement of the local environment, in the increase of economic opportu- nities, and in the attainment of a sense of pride by the Cubans in the area. In identifying environmental deticiences within and in the adjoining area delineated for the first phase development of the Latin Quarter one major, albeit easily correctable, environmental eye -sore should be mentioned: the sparingly scattered litter and the excessively uncollected trash piles and debris. This section has heretofore identified and analyzed public improvements which are indispensable for the creation of a tourist district in Miami's Little Havana. 23 A The effects which these public sector programs have in the area are primarily confined to public right-of-way improvements and urban guidelines for future development. But, certainly, there are many additional actions which must be taken by the local private sector to enhance the proposed project. The private sector must provide the continuity of development efforts which is going to be extremely important to make a Latin Quarter a reality. A close observation of the area designated as the Latin Quarter Phase I reveals that there is a great need to improve the exterior appearance of many of the commercial establishments, There are two basic reasons for the required improvement of these commercial properties: first, to enhance the existing ethnic character of the proposed Latin Quarter and second, to improve the attrac- tiveness of those establishments which potential tourists will be visiting in the area such as restaurants, specialty shops, shopping centers, gift shops, side walk cafes, hand -rolled cigar and hand -made guitar shops. Design guidelines should be formulated which describe and illustrate means by which these commercial properties should be improved. These guidelines should consider store facades, graphic coordination and signage, private landscaping, and private off-street parking. The physical improvements of the commercial properties within the area designated as the Latin Quarter Phase I, particularly along S.W.8th Street, is a prerequisite to the establishment and subsequent 24 promotion of such tourist attraction. In asmueh as there is a great private interest and commitment to the improvement of commercial businesses in the Little Hava- na area --- there are possibilities for the immediately needed rhysical improvements through private and joint public -private efforts. Concurrently with the physical improvements required of the exteriors of most of the commercial establishments located in the designated tourist district --- there is also a clear need of redesigning the physical layout of some of those commercial establishments which will be catering to the tourist trade; for example, to provide (1) easy access, (2) good view of the task in question, (3) display of sequentional phases, and (4) bilin- gual explanation of the whole process. The second important element in determining the advisability of developing segments of Little Havana as a tourist attraction requires the identification of amenities of different nature which exist and could be created in order to lure visitors to the Latin district. A tour of the area which has been delineated for the first -phase development of its Latin Quarter reveals that there is a conside- rable number of commercial establishments which could be considered tourist -oriented amenities. 25 4 4,4 A detailed description of the different existing amenities follows: CIGAR MAKERS Tourists will visit the cigar manufacturing shops, watch the manufacturing process, and examine the finished product. RESTAURANTS Visitors to the Latin Quarter will see a string of restaurants, eat at them, and acquaint themselves with the Spanish cuisine which is delicious and plentiful. "FRITAS" SHOPPES Tourists could taste the Cuba's version of the fast-food ham- burger places. "BOTANICAS" These are stores which sell herbs, lotions, and items used in religions of African origin --- some offer a fortune-telling feature. BAKERIES Tourists will visit and taste a wide array of cakes, pastries, and sweets. FRUIT SHOPS These shops place large crates with all kinds of tropical fruits on the sidewalk. ICE CREAM SHOPS Visitors will taste the whole range of Cuban fruit ice creams, as well as the popular "batidos," or fruit shakes. 26 FLOWER SHOP Tourists will see a colorful array of multi -colored flowers placed in baskets. Along "Calle Ocho " and 13th Avenue ---- visitors to the area will see the Cuban Memorial Plaza. This monument is the site of many commemorative ceremonies of Miami's Cuban community. PHASE II The second phase in the development of a Latin Quarter in the area extends the boundaries of the district as follows: District to border on the north side with the north side lots of N.W. 1st Street, in a southerly direction to the south lots of S.W. 9th Street, on the west with the west- ern lots of S.W. l7th Avenue, and on the east with the east lots of S.W. 12th Avenue. 27 44. • u 1 i . ! ir iriF ;2'. --j--' JLLbLLLJL_L~ L' .L L li 1II.iidL..} 'l1/1 L � .r ,� BOWL 1 _ a1 � . era_ -� _ � 1tt x� (fi/'! __- - - I 41 ?'L----•,t fl. �� h/ it �� ST_�i 2 - - F, I .sTapluimadr � i �r� _.� C � � ` i itl(-1'�.I ,1L_ iir 1; 4.,j; ,Yr_� I[' ` —_' - —1 4. rtr L_ �t�ls1., 1 1 r _ �; yi2ft ' ORANGE t t: s� its: 9� ,� �r-- -- : s -f7_ _, y J qua •ss. T ? .. sL �+ IT- ---� c w .: ^Tas? a " . tut . rut 3 %T. : r KL _ L►M a/ St u rsl itm ..uu ma_ ut 1 .t[i. i 'Ia. do &IL . Zara ST. . ,ar TEN II p4 • • Lai ST. - J r 1 411610. #. tr' -r S L : +_ RS- -11 r-- - v- _ .1ra ay '� swig i W ; �-- s - - Ora sT • • lit% T111 1:.n sT HASE J y Sat. " M 19s ILA _.- ALA ▪ -ir - -� r - 1 ;, 1I a . - j • ��-1.,.41), \ . l� r ' . _ sz _ s.L. � � _ Aft —= • r �I sT. Vr:r ~ter l rip**V-4.1P41/P-,V I li rf, or •111611P'0,11114its 'lir `i-:V4i/FRifiVis VP4674_4iBiliali*.i. — - •- .- sT.�� ''fit .R. . ST. . y► d uS.TER. `• T ER • t \ \ ' ' \ \ r r.„ \ `• .., TEL � ) \) Alb r-- - 'J! � flr-Ir1 \ /.:'• ,-‘ voN .40 ,<%\e-e-A"-- •r ..9:a •J ILA. '4, qd 1014 Flagler Street is the main commercial strip in the proposed second phase development of a Latin Quarter. Flagler Street represents a major opportunity as a result of its pedestrian activity, image, and capacity of expansion. The eight -block area surrounding the intersection of Flagler Street and 12th Avenue represents the center of Little Havana's high density residential neighborhood. An analyisis of the expanded area reveals that at this time there are no physical improvements underway in said area. A comprehensive public right-of-way improvements program is required as a basic condition for the formal establish- ment of a tourist district in the area previously delineated. The infrastructure required and currently not existing include improvements along: The Flagler Street commercial strip between the Pliami River and S.W. 22nd Avenue S.W. 1st, 6th, 7th, and 9th Streets between S.W. 12th and 17th Avenues S.W. 12th and 17th Avenues between Flagler and S.W. 8th Streets 28 The right-of-way improvements previously mentioned include tree planting, floor treatment, street furniture, lighting, parking, and other roadway improvements. In addition, there is also a need to implement a facade improvement program for the commercial establishments located along the Flagler Street corridor similar to the program also required along S.W. 8th Street. Flagler Street is one of the healthiest commercial street in the City of Miami and jointly with "Calle Ocho" form the backbone of the Little Havana community. The emphasis given to the continuation of the dynamic Latin ambience found in "Calle Ocho" should be accorded to Flagler Street while, at the same time, upgrading its environmental quality and pro- viding it with sensitive urban design guidelines to rein- force and enhance Flagler's image. An assesment of attractions possible to be offered along Flagler Street indicates that although there are along this strips several Cuban restaurants and stores which have been established for many years ---- presently, there are no amenities with enough appeal to domestic or international visitors. 29 On a long-term basis, several of the amenities which are planned for the Latin Quarter could be located in this area, among them; a three -or four-story high hotel with a Spanish architecture which could also include in its design a central patio surrounded with fountains and tropical trees a Cuban Historical Museum which could exhibit the Cuban heritage and culture to residents and tourists outdoor cafes and restaurants featuring Spanish patios with large covered terra- ces, overhead fans, trees, and fountains artists workshops with exhibit areas Latin American art galleries and book- shops These additional elements of attraction to the tourists could eventually be built at various locations within the extended boundaries proposed for the Latin Quarter and incorporated in tour itineraries. 30 PHASE III The third phase of development proposed for the tourist district lies within the same boundaries delineated for the previous Phase II. This Phase III establishes a linkage of both commercial strips --- Flagler Street on the north and S.W. 8th Street on the south. Emphasis is focused on the markedly residential area bordering with S.W. 1st Street on the north and S.W. 6th Street on the south respectively. In this expanded area all important elements of the required infrastructure are not present. Right-of-way improvements are needed along the following streets: S.W. 2nd, 3rd, 4th, and 5th Streets between S.W. 12th and 17th Avenues, as well as along S.W. 13th, 14th, 15th, and 16th Avenues between S.W. 1st and 6th Streets. These public improvements will encourage the development by the private sector of multi -family residential units which will enhance the image of the Latin Quarter. It is worth noting that the infrastructure required for the Rapid Transit System (Fixed Guideway, Stage II) must be inte- grated with the right-of-way improvements suggested for the local residential streets. 31 1 si4l,! r , - AA.]d J r : �l IT. 1 i' . -•--- 2a/ r; 4 •' if -miI l i S �� t r• i rrr _ i (VIt ORANGE 't 431. t ��rl - 1L . _ gas ST- • -at TEN. i 4 L...1_,.,�� • TT' a 13 �I • • d .1 r ' / L__i L.' et STAOtU� r- 1i• _r_-- 4., St-' I._ . Ls& . r t •F a 1r1It' :1 '1 ,,I I b .l Ill.l ST 1.1. ST. as. TM! ill ST_ g t. TtAr � 1u.s y r .R. N ..•. . r . 1: • 1! V. TV, • c r9?1 �r lf•V t/A Vit:.V1. 411 W 1 .� _jrJt. J- _ L___ 1- -,- dr— ;r- 1 S t. .-s , _ - -r- �I 1 r St. `L. "- - J►r•- r 1r � err =rom4Q I• - .-- ar•-i--r lJL.• -- 1I-L. ST. -LJL:. - 3--J, —____ILLY � k� \• . c\\\ ��, _ - s 44' ..-\', ' ',4 !.' , V \ I* ° t ‘..\\,A\ ' -\\.0\' A .***1 •\ �\,\\ . fir\ \ \ " Ar' t ,.• '`.sr `� ` ` 1 , .,� '\�.r0' s'- \ ‘ ' 4 w_ 1,;,1'\,.er-.%1,74'i)\ ' Atll:. • An analysis of this area also indicates the lack of tourist - oriented amenities therein. A number of new amenities which could be constructed in the area include: a Wax Museum depicting Latin American history a small Spanish Theater with capacity for about 200 spectators a small Amusement Park for children with Latin American thematic characteristics a Latin American Bazaar a Discoteque additional outdoor cafes and restaurants additional hotels 32 V. THE MARKET ENVIRONMENT V. THE MARKET ENVIRONMENT Site Location Little Havana is well situated as regards to access, shopping, and tourist attractions. The Little Havana area is inter- sected by such major arterials as West Flagler Street, S.W. 8th Street, and S.W. 7th Street running east and west. These arterials are bisected by N.W. 27th Avenue, 22nd, 17th and 12th Avenues all of which provide quick and easy access. The proximity of Little Havana to 1-95 and U.S. 1 places the area within hours from the farthermost points with the state. Such a "crossroads" location places Little Havana and the proposed Latin Quarter within minutes of both hotels (in Broward, Miami Beach, and Key Biscayne) and such shopping centers as 163rd Street, Downtown Miami, Westland, and Kendall. Lastly, it should be noted that the proposed Latin Quarter sits between the major attractions of Central Florida, i.e., Disney World, Sea World, Ringing Museum, and the smaller attractions such as the Parrott Jungle, Seaquarium, Monkey Jungle, and the Keys of southern Florida. Miami's tourist market is composed of two factions: (1) the residential and (2) the tourist market. The resident market consists of persons residing within a reasonable driving time from the proposed Latin Quarter. For practical purposes, the resident market is limited to Dade and Broward Counties. 33 Pak frt Presently, it is estimated that Dade County has a population of 1.5 million and Broward County has nearly 900,000 residents, for a total of 2.4 million residents. 0f that total, approximately 500,000 residents are of Latin extrac- tion with a very high concentration of Latins, mostly Cubans, within the boundaries of the City of Miami. See Table 1: Selected Characteristics of Dade County Residents Furthermore, U.S. Census data show that Dade County has a high number of retirees. As the following Table shows, 15% of the County's population is 65 or older as compared to 10? for the nation as a whole. See Table 2: Distribution of Age Group In addition, it is worth noting that 77% of all households in Dade County are families. See Table 3: Family Composition Some population characteristics of Dade County would suggest a strong support for a Latin Quarter. In summary, then, one can see that presently the available local market for Dade and Broward Counties and the rest of the State of Florida is 8,400,000. It has been estimated as can be seen in the following Table that this market is expected to reach 11,300,000 by 1990. See Table 4: Local Resident Market Growth 34 The tourist market consists of state (both domestic and international) visitors whose destination is primarily or solely Dade County, or the southeast Florida region, or the State of Florida as a whole. The available tourist market can then be summed up in the following manner: Tourists to Dade County ...... 4.5 million Tourists to Broward County 4.0 million Tourists to southeast Florida 2 5 million Total 11.0 million "This Month in Florida" published by Barnett Banks of Florida states that 30.5 million visitors with 786,000 of those from overseas in 1977. This figure represented an increase of 10.8% over the number of tourists to our state last year. in addition, more Europeans came to Florida than any other state. The total amount of dollars spent by these tourists amounted to $11.3 billion. A survey of characteristics of hotel guests conducted by Florida International University and Economics Research Associates provide an interesting profile of Dade County's tourists. As indicated in Table 6, a majority of our tourists came from New York, New England, and the Atlantic States. Travel mode was by plane for vacation purposes. Miami is the primary destination of 84% of the respondents and most are in the 35-64 age range. Other data indicates that although the average length of stay for Florida as a whole is 7.2 days, in Dade County, the average is 10 days. 35 ok4 One can surmise from the above data that tourists who visit Dade County come to experience family -oriented amusements and attractions. Of the five attractions visited in Florida for 1977, two are in Dade County. See Table 5: Top Five Attractions Other Dade County attractions favored by tourists are again of a family nature. The Seaquarium in 1976 had 490,000 admissions while the Parrot Jungle saw 62,000 visitors pass through its gates. Similarly, Viscaya had an annual attendance of 225,000. In view of these facts, one could make the assumption that a Latin Quarter would have strong support of both the residential and tourist markets because all the members can enjoy and experience the attraction in much the same way as St. Augustine is today but on a larger scale. Major theme parks it is said have generally achieved anywhere from 25% to 40% of the available market in their normal operations. However, in forecasxing probable attendance to the Latin Quarter, it has been necessary to adopt a very conservative stance for the following reasons: (1) Because of the relative small-scale developments proposed for the Latin Quarter in the preliminary phase; and (2) The Latin Quarter is not conceived as a competitive attraction to development as a major theme park but as a complement to it. 36 In any case, tabulations of the ttao tourist markets amounts to nearly 20,000,000. Local resident market... 8.4 million Tourist market 11.0 million total 19.4 million Conservatively estimating that just 57, of that total is in- duced by proper promoting and marketing would translate into 1 million annual visitors. Such an assumption has a solid foundation if by noting that during the Calle Ocho Open House, approximately 120,000 peo- ple were estimated to have attended. Currently, various Latin organizations and clubs have six similar events with approx- imately the same attendance ration. This would mean that on an annual basis, approximately 820,000 will come to Little Havana with a little more encouragement than a one-time annual event. These estimated of market potential preconditions that the required elements mentioned in previous sections, namely the complete infrastructure and the amenities are fully esta- blished in the area; and, furthermonre, that an effective and intensive promotional campaign has been designed and undertaken by both the private and the public tourism organizations. One further observation regarding -the market potential is worth mentioning The market support for a Latin Quarter as a tourist attraction will be drawn from the resident market and from the 37 ovk exsisting tourist market. This would mean that those visitors who may tour the Latin Quarter will be those who are tourists to the Greater Iriami arca. The proposed Latin Quarter, therefore, should not be considered a new tourist attraction ith such magnitude to be strong enough to in- crease tourism travel demand to Dade County . The proposed Latin Quarter should be thought of as an addi- tional tourism inducement in the area, along with the Seaquarium Vizcaya, Miami Beach, the soon -to -be -opened Zoological Park, and other planned attractions such as the proposed Theme Park at Watson Island. The Proposed Latin Quarter is not to compete with other attraction in the Greater Miami area but to complement them. or, with attractions, outside of the area such as isney World, which, with a cost of excess of $500 million, changed the course of tourism and impacted in the local economies of South and Central Florida. Lastly, the creation of a Latin Quarter, as a tourist attrac- tion in the Creater Miami area similar to other ''ethnic districts" in other regions of the United States will indedd have favorable effects in the local area: First, it will expand the length of stay of visitores to miami secondly, it will increase tourist expendi- tures in the area. thirdly, it will aid in reversing the de- clining trend of visitors interest in the area. Little Havana represents the least used tourist draw in 38 South Florida. A big step in turning around Miami's flagging interest to tourists will be the establishment of a Latin Quarter in Little Havana. 38(a) TABLE 1 Selected Characteristics of Dade County Residents 1970 and 1975 Racial and Ethnic Distribution--1975 Native -Born Whites with Native-born Parents 43% Blacks 15% Latin Americans 20% Other Foreign -Born Whites or Whites of Mixed Parentage 22% Source: Total 100% Economic feasibility of the development concept proposed for Miami's Watson Island; Economic Research Associates, April 1978. TABLE 2 Distribution By Age Group 1970 1974 12Z1 14 and under 24% 22% 21% 15 - 24 15% 16% 16% 25 - 44 24% 24% 25% 45 - 64 23% 23% 23% 65 and over 14% 15% 15% Total 100% 100% 100% Source: !bid TABLE 3 Family Composition 1970 Persons in Households 98% Persons in Group Quarters 2% Households Which Are Families 77% Households Composed of One Person, or of Nonrelated Individuals 23% Number of Children per Family 1.26% Source: !bid TABLE 4 Local Resident Market Growth Forecast 1975-1990 (in thousands) Dade County Broward County Subtotal Rest of Florida Source: Total 1975 1.5 2.4 1980 19851221 1.6 1.7 1.9 1.0 1.1.3.1.4 2.6 3.0 3.3 6.0 6.7 7.5 8.0 8.4 9.3 10.5 11.3 Economic feasibility of the development concept proposed for Miami's Watson Island; Economic Research Associates, April 1978. Disney World Seaquarium Busch Gardens Sea World Vizcaya Source: TABLE 5 Top Five Attractions Air Auto 37.8% 13.1% 16.8% 6.5% 6.3% Combined Yearly Average 23.0% 9.9% 8.9% 4.1% 3.8 % Annual Summary of 1977 Dade County Tourism Reports, Office of Economic Development Coordination. TABLE 6 Yearly Tourism Summary 1977 Combined Auto and Air Survey Top Eight Origin State Air Auto Cobmined Yearly Average Yearly Average Yearly Total New York 14.7% 7.6% 22.3% Canada 4.2% 7.4% 11.6% New Jersey 7.0% 3.3% 10.3% Georgia 6.4% 3.4% 9.8% North Carolina 6.2% 0.0% 6.2% Ohio 2.6% 3.3% 5.9% Texas 0.0% 5.1% 5.1% Indiana 1.2% 1.2% 2.4% Source: lbid TABLE 7 Purpose of Visits Purpose of Trip (Air Visitors) COMPANY OH Gl1VENNMF:N1' BUSINESS 25.3% FN1 LN.'. RELATI'J .' 22.7% Purpose of Trip (Auto Visitors) 'HUISE .5% PERSONAL BUSINESS PERSONAL CONVENTION CON: ERLNCE OR TRADE S111)W / 9 7'7 CONVENTION TRADE SUO'• . 9% COMPANY C GOVERNMENT BUSINESS ERSONAL PERSONAL BUSINESS VISITING FRIENDS OR RELATIVES Source: This Month in Florida, Barnett Banks of Florida, October 20, 1978. 4 VI CONCLUSIONS VI. CONCLUSIONS TOURISM IS AND WILL CONTINUE TO BE A PRIMARY STABILIZING FORCE IN THE FLORIDA ECONOMY DADE COUNTY'S MARKET SHARE OF FLORIDA'S TOURIST INDUSTRY MOST LIKELY WJILL REMAIN STATIC THE DEVELOPMENT OF NEW ATTRACTIONS IN THE GREATER MIAMI AREA WILL CONTRIBUTE GREATLY TO COUNTERACT THE DECLINING TREND OF TOURISM IN THE AREA OA "LATIN QUARTER" IN MIAMI COULD WELL DEVELOP INTO A PRIMARY AND SUCCESSFUL TOURISM ATTRACTION THE BASIC CRITERION FOR THE DEVELOPMENT OF A LATIN QUARTER IN THE GREATER MIAMI AREA SHOULD BE THE CREATION OF AN "ETHNIC DISTRICT" SIMILAR TO THOSE OTHERS EXISTING IN OTHER AREAS OF THE UNITED STATES THE BASIC ELEMENTS REQUIRED FOR THE ESTABLISHMENT OF AN "ETHNIC DISTRICT" AS A TOURIST ATTRACTION ARE CURRENTLY PRESENT IN MIAMI'S LITTLE HAVANA: THE PEOPLE, THEIR LIVING CULTURE, AND THE LATIN ATMOSPHERE AN ANALYSIS OF THE AREA DESIGNATED FOR THE DEVELOPMENTAL PHASES OF THE LATIN QUARTER CLEARLY REVEALS THAT NOT ALL OF THE REQUIRED INFRASTRUCTURE IS PRESENT AND THAT EXISTING AMENITIES AT THIS TIME ARE LIMITED IN NATURE BOTH ON -SITE AND OFF -SITE PARKING AND AN EXTREME LACK OF UNDEVELOPED LAND IN THE PROPOSED TOURIST DISTRICT PRESENT TWO MAJOR CONSTRAINING FACTORS IN THE GRADUALLY PLANNED DEVELOPMENT OF THE LATIN QUARTER 39 NOT UNTIL ALL REQUIRED PUBLIC AND PRIVATE PHYSICAL IMPROVEMENTS AMPLY DISCUSSED IN PREVIOUS SECTIONS OF THIS REPORT BE COMPLETED COULD THE CREATION OF A TOURIST ATTRACTION BE FEASIBLE EFFORTS ON THE PART OF THE PUBLIC AND PRIVATE SECTOR IN ESTA- BLISHING THE REQUIRED INFRASTRUCTURE SHOULD BE CONCENTRATED INITIALLY ALONG S.W. 8TH STREET, CENTER OF THE PROPOSED LATIN QUARTER, PHASE I ANEW AMENITIES HAVE BEEN IDENTIFIED AND BOTH PUBLIC AND PRIVATE SECTOR SHOULD WORK JOINTLY IN SEEING THAT THESE NEEDED AMENITIES ARE GRADUALLY ADDED TO THOSE EXISTING IN THE AREA AND WHICH ARE MAINLY RESTAURANTS THE MARKET SUPPORT FOR A LATIN QUARTER WILL BE DRAWN FROM THE RESIDENT MARKET AND THE EXISTING TOURIST MARKET THE LATIN QUARTER -- WHEN ESTABLISHED -- SHOULD NOT BE CONSIDERED AS A TOURIST ATTRACTION WITH APPEAL ENOUGH TO LURE ADDITIONAL TOURISTS TO MIAMI THE PROPOSED LATIN QUARTER SHOULD BE CONSIDERED AS AN ADDITIONAL TOURISM INDUCEMENT IN THE AREA. NOTHING ELSE. NONCE THE INFRASTRUCTURE HAS BEEN ESTABLISHED AND AMENITIES, OTHER THAN RESTAURANTS, ARE AVAILABLE TO RECEIVE VISITORS A FINAL AND ESSENTIAL ELEMENT OF THE OVERALL DEVELOPMENT STRATEGY MUST BE IMPLEMENTED: AN AGGRESSIVE AND EXTENSIVE PROMOTION AND ADVERTISING CAMPAIGN IN THE U.S., LATIN AMERICA, CANADA AND EUROPEAN TRAVEL MARKETS THE SUPPORT OF THE PUBLIC SECTOR IN ESTABLISHING THE REQUIRED INFRASTRUCTURE, PARKING FACILITIES INCLUDED, AND IN EFFECTING REQUIRED CHANGES IN ZONING ORDINANCES IS ESSENTIAL IN THE SUCCESS- FUL CREATION OF A TOURIST ATTRACTION IN THE LITTLE HAVANA AREA 40 THE GREATEST CHALLENGE IN MAKING THIS PROJECT A REALITY LIES WITH THE LOCAL PRIVATE SECTOR: RESIDENTS, PROPERTY OWNERS, DEVELOPERS, BANKERS, MERCHANTS, AND PROMOTERS MUCH REMAINS TO BE DONE FOR THE ESTABLISHMENT OF A NEEDED TOURIST ATTRACTION SUCH AS THE LATIN QUARTER ---- BUT IT REPRESENTS AN ATTAINABLE GOAL WHICH WILL, IF NOT FOR MIAMI TO HAVE AGAIN "A CORNER OF THE FLORIDA MARKET" AS IN A BYGONE ERA, INDEED SEE TO IT THAT TOURISM AGAIN HAVE A FUTURE IN THE CITY, AND FOR THAT MATTER, IN ALL OF SOUTH FLORIDA 41 VII. RECOMMENDATIONS uivaIU• IUu� eiN VII. RECOMMENDATIONS PHASE I 1. S.W. 8th STREET BEAUTIFICATION PROJECT: Expedite completion of curb, gutter, and sidewalk construction Proceed with planters, pedestrian crossways, ornamen- tal lighting, landscaping, street furniture, and removal of power lights Improve communication with residents and merchants of the area and make them aware of the process of construction and scheduled completion dates Coordinate with contractor the solutions to valid complaints, e.g., unprotected street openings, unsafe sidewalk conditions, etc. At the writing of this report, the morale of the people in the area is quite low and the poor handling of communication with residents is affecting other projects. Funding: Community Development - City and County Boundaries: Southwest 8th Street from S..W. 27th Avenue to I-95 Intersection Timetable: March 1979 Leading agency: GSA - Metropolitan Dade County Collaboration: Dade County Public Works Department, Dade County Traffic and Transportation, Metropolitan Transit Agency, Florida Department of Transportation, Florida Power and Light, Southern Bell, and Little Havana Development Authority. 2. CUBAN MEMORIAL PLAZA: Seek donations by the Little Havana Development Authority from Cuban institutions for the acquisition of bronze plaques for the Plaza These bronze plaques describing different elements of the Plaza should be donated by Cuban institutions since the cost of the project in question is beyond budgeted funds Funding: Community Development- City of Miami Boundaries: S.W. 13th Avenue from S.W. 8th Street to S.W. loth Street Timetable: December 1978 Leading agency: Public Works - City of Miami Collaboration: Little Havana Development Authority 42 4 01100, 3. S.W. 8th STREET COMMERCIAL FACADE TREATMENT: Improve communication Coordinate planning efforts Enlist the collaboration of local merchants explaining to them the advantages of this program With the intention to complete the beautification effort along S.W. 8th Street, a pilot arca was selected and initial merchants contacts and individual designs were made almost a year ago. Lack of communication, poor planning, inflationa- ry costs, etc. have kept this program from getting started at the risk of losing some of the funds available for this program. A new coordinated effort is underway. Most important is the cooperation of local merchants many of who foresee increases in rent as the result of the beautification efforts. Funding: Community Development - City and County Boundaries: S.W. 8th Street from S.W. 17th Avenue to S.W. 12th Avenue Timetable proposed: December 1978 Leading agency: Community Development - Dade County Collaboration: CD- City of Miami, HUD, SBOC, LHDA 4. ON -STREET PARKING: Parking -meters should be installed on the abutting avenues bordering with S.W. 8th Street, from S.W. 7th Street to S.W. 9th Street. Meters to be in operation between the hours of 8 a.m. and 6 p.m. Funding: Not required Boundaries: All avenues from Beacom Blvd. to I-95 Timetable: March 1979 Leading agency: Off -Street Parking Authority Collaboration: Little Havana Development Authority 5. CODE ENFORCEMENT: A "clean-up" campaign of the area should be undertaken in cooperation with the merchants and residents of the area Review of pick-up schedules and trash containers availa- bility Removal of vending machines of sidewalk areas Inspection of neon signs and canopies which are violating code heights as well as of airconditioning condensate lines dripping water on sidewalks 43 e Funding: Not required Boundaries: Latin Quarter- Phase I Timetable: March 1979 Leading agency: Building and Sanitation Departments - City of Miami Collaboration: LHDA 6. NEW ZONING ORDINANCES FOR LATIN QUARTER DISTRICT: Enactment of suitable zoning ordinances tailored to the needs of the district delineated for the location of the proposed Latin Quarter. This represents an important requirement in the establish- ment of a tourist district in the Little Havana area. On June 1974, a study made of the Little Havana area by the City of Miami staff recommended the creation of a Spanish- speaking Task Force which, in cooperation with the planning department, could assist in formulating an ordinance that would allow a mixed commercial and residential use along S.W. 8th Street. The time is right for a zoning ordinance that could establish guidelines for the orderly development of the area, maintain its character, keep the street safe for residents and visitors, and create a permanent tourist attraction for South Florida. Funding: Not required Boundaries: See Phase II Pg.27 Timetable: January 1979, formulation of ordinances December 1979, enactment Leading agency: Planning Department - City of Miami Collaboration: LHDA 7. COMMERCIAL REAL ESTATE AVAILABILITY: Increase the amount of commercial real estate property by allowing it to expand along the abutting avenues along S.W. 8th Street Formulate a'Londitional use" formula by the Planning Department and for approval of the City Commission For the last several years the development of commercial establishments in the area has occurred along S.W. 8th Street. The demand for these establishments has been steadily increasing. 44 4 The linear character of the development, with its limited frontage, has not been able to provide land to meet the demand with the subsequent increase in real estate costs. Since a high percentage of the merchants are tenants, their rents have been continously increased to the point of forcing many of these tenants to move out of the area. This exodus, mainly of the small -family -owned business, has begun to affect the character of the area thus depriving it of the small entrepeneur who provides services to the residents located within a small radius. By implementing our recommen- dation those establishments which cater to local residents and need not front on S.W. 8th Street will be able to re- locate within the area at a lower rent and without losing their customers accessability. If commercial spaces are made available at ground level while maintaining the residential usage above, a highly desirable mixed may be obtained. This mixed commercial and residential use has existed in the area as well as in many cities in Latin America with the benefit of keeping people on the streets after business hours thus rendering this area one of the safest neighborhoods in the City of Miami. The present zonings R-4 and C-4 do not permit for the proposed mix. Funding: Not required Boundaries: All avenues between S.W. 6th Street and S.W. 9th Street from S.W. 27th Avenue to I-95 Timetable: March 1979 Leading agency: Planning Department- City of Miami Collaboration: LHDA 8. ARCHITECTURAL COORDINATING BOARD: Creation of an Architectural Coordinating Board formed by representatives of the City, County, LHDA, and residents. This board will provide assistance to the public and private sector in achieving a common goal of excellence. Exisiting and proposed street beautification and commercial facade treatment projects are being developed for the Little Havana area by several departments of the City of Miami and Dade County. Although efforts have been made to maintain a certain degree of harmony in the character, we have serious misgivings as to the expected results. If we add the new constructions within the private sector to the above projects, we will have a conglomerate of solutions not better than the present chaos. 45 Funding: Not required Boundaries: As shown for Phases I and II Timetable: December 1978 Leading agency: LHDA Collaboration: Planning and Public Works Departments -City and County 9. OFF-STREET PARKING: Initiation of a study which would explore a series of possibilities described below Metering of privately -owned sites The demand for off-street parking is an over -powering reality. There are very few vacant lots available in the Little Havana area; most of them are planned to be used as mini -parks; none for off-street parking. The use of air rights for parking structures along S.W. 8th Street, over car sales lots and supermarkets parking lots, is a distant and very expensive possibility. Although survey results favor strongly non - meter parking sites, the reality points to a Miami Beach approach using meter parking. By allowing off-street parking areas within the boundaries proposed for Phase I, the north lots of S.W. 6th Street and the south lots of S.W.9th Street from S.W. 27th Avenue to 1-95, there will be sufficient sites available. New constructions in the area could exercise the 300-foot radius allowance for parking and the metering by the Off -Street Parking Authority will restrict its use during business hours. Existent heavy users of parking, such as restaurants, could be given a reasonable amount of time to secure off-street parking sites same as above. 10. LATIN QUARTER SIGNS: Posting of signs indicating directions to and location of Little Havana's Latin Quarter in major thoroughfares. Signs should be posted at the following points: 836: At 27th Ave., east and west directions At 17th Ave., east direction At 12th Ave., west direction I-95: At S.W. 7th St. - south direction At S.W. 8th St. - north direction US -I: At 17th Ave., north and south directions At 27th Ave., north Brickell Ave: At S.W. 7th Street - north and south directions 46 Funding: To be determined Boundaries: As shown Timetable: March 1979 Leading agency: Florida Department of Transportation Collaboration: County Traffic and Transportation, LHDA, Latin Chamber of Commerce 11. LATIN QUARTER IDENTIFYING LOGO: Design of a highly visible logo to be displayed on all promotional brochures and advertising cam- paigns as well as in all participating establishments in order to help visitors find their way to parking lots, restaurants, shops, etc. The final selection of a suitable logo will be done through a contest with awards. Funding: Private sector Boundaries: Dade and Broward Counties areas Timetable: February 1979 Leading agency: LHDA Collaboration: Miami -Metro Tourism Agency, Latin Chamber of Commerce 12. SELF -GUIDED TOUR MAPS AND BROCHURES: Design, editing, publishing, and distribution of self -guided tour maps and brochures A map of Little Havana with amenities identified for car and walking tours. A brochure describing the history of the area as well as brief descriptions of the various amenities therein such as cigar makers, typical restaurants, bakeries, fruit and ice cream shop, arts and crafts, domino mini -park, Cuban Memorial Plaza, and other existing and future amenities. The brochure will also include phonetical pronunciation of most typical dishes. Distribution of these maps and brochures should be widespread and well coordinated. Funding: Private sector Boundaries: Little Havana area (west to 42nd Avenue) and to include most well-known amenities Timetable: March 1979 Leading agency: LHDA Collaboration: Miami -Metro Tourism, domestic and Latin American tour operators, and Latin Chamber of Commerce 47 13. LATIN QUARTER -CALENDAR OF EVENTS, 1979: Preparation of a yearly calendar of events In collaboration with county and city tourist -oriented depart- ments this calendar of events could include the following: The Three Kings Parade (WQBA) Open House Eight (Kiwanis Club and The Miami Herald) "Reencuentro Cubano'79" (Reencuentro Cubano sponsors) Art Exhibits (Cuban Museum of Arts and Culture) Latin Summer Fiesta (Latin Chamber of Commerce) Our Lady of Charity Peregrination (Miami archdiocese) Hispanic Week (Dade County Latin Affairs) Carnival '79 (Latin Orange Council) Latin Youth Fair (future) Latin Songs Festival ( future) Other cultural and sports act:ities The distribution of this calendar of events by airlines, travel agencies, tour operators, and other promotional agencies will ensure long-range planning and tour arrange- ments. Funding: Private sector Boundaries: USA, Latin America, Canada, and Europe market areas Timetable: November 1978 Leading agency: LHDA Collaboration: Miami -Metro Tourism and Latin Chamber of Commerce 14. TOURISTS ASSISTANCE GROUP: Formation of a group that will have the responsi- bility of assisting visitors to the area In some countries this group is formed by members of the Police Department. These members receive a special training in foreign languages and knowledge of the area. Another possibility is the use of bilingual Park Rangers with the same training. A Latin Quarter tourist logo badge will identify these persons to the vistOrs. For high visibility these members could also wear a uniform. Funding: To be determined Boundaries: Latin Quarter Timetable: March 1979 Leading agency: LHDA Collaboration: Miami -Metro Tourism and Latin Chamber of Commerce 48 15. LOCAL "TROLLEY CAR" TRANSPORTATION: Incorporation of trolley car transportation for visitors to the Latin Quarter The linear nature of the Phase I of the Latin Quarter as well as the need of the residents has called our attention to the advisability of a simple type of local transportation. It mist be highly visible and attractive and capable of compe- t..ng with a strong vehicular traffic. A rubber -wheel trolley car -looking vehicle is already in use in parts of the county and it seems possible that it could be used by residents and visitors to the area. It is further recommended that a study be made to develop day and night itineraries which would not be in conflict with MTA lines. Funding: Private sector Boundaries: LIttle Havana area Timetable: Summer 1979 Leading agency: LHDA Collaboration: Miami -Metro Tourism, Latin Chamber of Commerce, and SBOC 16 STROLLING MUSICIANS "Mariachis," "tunas," "trios," and many other typical Latin strolling musicians will greatly enhance the character of the Latin Quarter. These groups are presently in existence and could be encouraged to visit the highly visible spots of the area. Also, traveling students groups which give performances for paying audiences could be used during their stay in Miami. With a little motivation, local groups of "decimas" (Cuban folk singers) may be formed for street corner singing. Control of the quality of the musicians is important and permits should be granted after auditions by a selected panel. We also recommend that the initial groups be funded by P.A.C.E. (Performing Arts for Community and Education). Future funding can be privately sponsored. Funding: To be determined Boundaries: Latin Quarter Timetable: March 1979 Leading Agency: LHDA Collaboration: Miami -Metro Tourism, Latin Chamber of Commerce, and P.A.C.E. 49 17. COMMERCIAL REMODELING OF TOURIST -ORIENTED ESTABLISHMENTS: The present facilities of the potential tourist -oriented establishments need revamping, especially public rest - rooms. Better signage, with bilingual information is also needed. It is recommended that individual studies of the establishments be made as well as assistance be given to merchants in obtaining funds for its implementation. Funding: EDA/Private bank Boundaries: Latin Quarter Timetable: Summer 1979 Leading agency: LHDA Collaboration: HUD and SBOC r 50 PHASE II 1. FLAGLER STREET BEAUTIFICATION PROJECT: Expedite the project so that this important commercial corridor could be integrated in the overall and final boundaries delineated for the Latin Quarter From the proposed location of the Government Center, West Flagler becomes the entrance to Little Havana. When the bridge over the Miami River is crossed, the visitor must be made aware of the change. The Architectural Coordinating Board previously mentioned should oversee that this project meets this goal. Flagler Street is an important part of the Latin Quarter and this commercial strip has it own identifying character. This area, long neglected, will also provide the access to the proposed Riverfront Specialty Shopping Center. Improvements and street furniture must be implemented according with the character of the area. Funding: Community Development -County Boundaries: Flagler Street from the Miami River to S.W.22nd Avenue Timetable: Summer 1982 Leading agency: Public Works- Dade County Collaboration: City of Miami and LHDA 2. FLAGLER COMMERCIAL FACADE TREATMENT: The experience from the S.W. 3th Street commercial facade treatment should be utilized to ensure that this work is done concurrent with the beautification effort. Funding: To be determined Boundaries: Same as beautification project Timetable: Summer 1982 Leading agency: To he determined Collaboration: LHDA, Latin Chamber of Commerce, and SEOC 3. RIGHT-OF-WAY IMPROVEMENTS: S.W. 1st, 6th, 7th, and 9th STREETS BETWEEN S.W. 12th and 17th AVENUES: Encourage the pedestrian use of the area through the continuation of the development of the Latin Quarter, which includes the above mentioned right-of-way impro- vements such as planting, street lighting, street furniture, sidewalk improvements,and others. 51 Funding: Community Development Boundaries: Latin Quarter, Phase II Timetable: Summer 1980 Leading agency: To be determined Collaboration: LHDA and Traffic and Transportation 4. RIGHT-OF-WAY IMPROVEMENTS: S.W. 12th and 17th AVENUES BETWEEN FLAGLER AND S.W. 8th STREETS These two main collector streets are the proposed east and west boundaries for the Latin Quarter. Widening plans for S.W. 17th Avenue must be coor- dinated with the work in the area. Improvements must follow all Latin Quarter guidelines to maintain the character of the area. Funding: To be determined Boundaries: Latin Quarter Phase II Timetable: Summer 1981 Leading agency: To be determined Collaboration: LHDA, Traffic and Transportation 5. HOTEL CONSTRUCTION IN THE TOURIST DISTRICT: Construction of a hotel, three or four stories high with a Spanish architecture and central patio, fountain, and trees The special zoning ordinance recommended for Phase I and which hopefully will be in effect by 1980 will allow the construction of a hotel. This hotel should be located with its main entrance on an avenue, preferable between S.W. 6th and 7th Streets, within walking distance of "Calle Ocho" for day shopping and in the center of night activities such as discoteques and night clubs. Funding: Private Sector Boundaries: Latin Quarter, Phase II Timetable: Spring 1981 Leading agency; LHDA Collaboration: Latin Chamber of Commerce 6. HISTORICAL MUSEUM: Construction of a Cuban Historical Museum which (most likely under the direction of the Cuban Museum of Arts and Culture)will feature the Cuban heritage and culture to residents and visitors alike. The use of audio -visual faci- lities and movable figures -- like an animated wax museum -- will definitely be an additionally interesting tourist amenity. 52 The second developmental phase of the museum will be the incorporation of other Latin American well- known historical features. Funding: To be determined Boundaries: Latin Quarter, Phase II Timetable: 1982 Leading agency: Cuban Museum of Arts and Culture Collaboration: LHDA, and Council of Arts and Sciences 7. OUTDOOR CAFES AND RESTAURANTS: The narrow sidewalks of the area will never permit the duplication of "Old Havana" sidewalk cafes; however, the new zoning ordinance for the Latin Quarter will permit the cafes to open to a park with fountains and trees. Large covered terraces with overhead fans will keep customers cool and away from the rain during the summer months. Funding: Private sector Boundaries: Latin Quarter Leading Agency: LHDA Collaboration: Latin Chamber of Commerce, and SBOC 8. ARTISTS WORKSHOP WITH EXHIBIT AREAS: Not only painters and sculptors, but artisans of ceramics, woodcarving, stainglass, wrought iron works, etc. will be housed on workshops opening to mini -parks where they will be able to exhibit and sell their workds. A definite tourist attraction. It will also provide the opportunity to transmit the knowledge of the trades to younger students in order to maintain alive a dying tradition. Funding: To be determined Boundaries: Latin Quarter Timetable: 1980 Leading agency: LHDA Collaboration: Cuban Museum of Arts and Culture, Latin Chamber of Commerce, OAS, and Latin American Consulates 9. LATIN AMERICAN SHOPS: All countries of Latin America will have the opportunity of having shops, retaurants, and any other repesentation of their culture to create an unusual tourist amenity for the Miami area. It will be an every day experience in food, music, lan- guage, customs, etc. 53 4 Funding: Private sector Boundaries: Latin Quarter Timetable: 1981 Leading agency: LHDA Collaboration: Latin Chamber of Commerce, OAS, and Latin American Consulates 10.STREETS CLOSING: S.W. 7th Street between S.W. 12th and 17th Avenues should be closed to car traffic from 7p.m. to 2 a.m. Vehicular traffic, if this recommendation is implemented, will move along 13th, 1401, l5th, and 16th Avenues. Such a street closing policy is presently done in New Orleans' Bourbon and Canal Streets every evening. The closing of these streets with extended pedestrian -oriented surfaces will accomodate increased night activities in the area and will allow larger areas for outdoor typical Latin musical concerts ("retretas"). Funding: Not required Boundaries: See above Timetable: 1980 Leading agency: LHDA Collaboration: Traffic and Transportation Agencies, City of Miami Police Department, and P.A.C.E. 54 PHASE III 1. RIGHT-OF-WAY IMPROVEMENTS: S.W. 2nd, 3rd, 4th, and 5th STREETS BETWEEN S.W. 12th and 17th AVENUES.. AS WELL AS _ S.W.l3th, 14th, 15th. and 16th AVENUES BETWEEN S.W. 1st and 6fE STREETS. This area has remained residential by virtue of the exisiting R-4 zoning. It is composed of old and new single-family residences, old and new multi -family residences, and very few vacant lots. Parking shortage is quite prevalent. The proposed right-of-way impro- vements will up -grade the area considerably. Funding: Community Development Boundaries: Latin Quarter Timetable: 1982 Leading agency: To be determined Collaboration: LHDA 2. RAPID TRANSIT FIXED GUIDEWAY -STAGE II: Coordinate this important project with the develop- ment of the Latin Quarter Coordination of the Rapid Transit System and the design of the stations in the Little Havana area concurrently with the development of the tourist district in the same area is of the utmost importance. Funding: Federal Boundaries: Latin Quarter area Timetable: To be determined Leading agency: Office of Transportation Administration -Dade County Collaboration: LHDA and City of Miami Planning Department 3. SPANISH THEATER: Construction of a small theater (200-300 seats), for 'Zarzuelas" (Spanish musicals) and other Latin folkloric productions. The construction of such a theater as an added amenity for visitors to the Latin Quarter will greatly enhance the image of such a development. 55 , •• 1 Funding: Private sector Boundaries: Latin Quarter Timetable: 1983 Leading agency: LHDA Collaboration: Private theater groups and Ballet Concerto 4. LATIN AMERICAN AMUSEMENT PARK: Construction of a small amusement park with features of Latin American countries and in which characteris- tics and musical folklore of each country will be emphasized. This will be an interesting attraction for family -oriented tourists to the Latin Quarter area. Funding: Private sector Boundaries: Latin Quarter Timetable: 1984 Leading agency: LHDA Collaboration: Diplomatic representatives and airlines of Latin American countries. 5. LATIN AMERICAN BAZAAR: Establishment of a Latin American Bazaar which will provide the opportunity to those people with hobbies such as jewelry, wood carving, hand weaving, ceramics, glazing, etc. to display and sell their artistic wares on weekends. This bazaar follows the guidelines of "Bazaar del Sabado" in Mexico City which caters to local visitors and tourists. This is not a'!lea market." The merchandise will be exhibited on tempo- rary displays while permanent exhibit areas will have products of Latin America for sale. Funding: Private sector Boundaries: Latin Quarter Timetable: 1983 Leading agency: LHDA Collaboration: Consulates and local hobby groups `6 v1 PHASE I FUNDING S.W.8th STREET BEAUTIFICATION CUBAN MEMORIAL PLAZA S.W.8th STREET COMMERCIAL FACADE ON -STREET PARKING CODE ENFORCEMENT NEW ZONING ORDINANCE FOR LATIN QUARTER DISTRICT COMMERCIAL REAL ESTATE AVAILABILITY -MIXED USE ARCHITECTURAL COORDINATION BOARD OFF-STREET PARKING LATIN QUARTER SIGNS CD CD CD Not Reqd. Not Reqd. Not Reqd. Not Reqd. TIMETABLE March 1979 December 1978 December 1978 March 1979 Jan. 1979 Formulation Dec. 1979 Enactment March 1979 Not Reqd. Dec. 1978 Not Reqd. Jan. 1979 To be - determined March 1979 LEADING AGENCY GSA COLLABORATION DC PUBLIC WORKS FLA. D.O.T., FPL, S. BELL, MTA, TRAFFIC & TRANSPORTATT( CM PUBLIC WORKS LHDA CD COUNTY HUD, SBOC,LHDA OFF-STREET PARK-AUTHO. LHDA CM PLANNING DEPT. CM PLANNING DEPT. LHDA LHDA LHDA LHDA CM PLANNING DEPT. C1 LEGAL DEPT., LHDA OFF-STREET DC TRAFFIC & TRANE PARKING AUTHO. LHDA, CA'IACOL : 1111111111111.11111111111111.111 LEADING PHASE I (cont.) FUNDING TIMETABLE AGENCY LATIN QUARTER TOURIST LOGO Private sector Feb. 1979 LHDA SELF -GUIDED TOUR MAP -BROCHURE Privater sector March 1979 LHDA LATIN QUARTER CALENDAR OF EVENTS PriPrivate 1979 Nov. 1978 LHDA To be TOURIST ASSISTANCE GROUP determined March 1979 LHDA LOCAL "TROLLEY CAR" TRANSPORTATION Private sector Summer 1979 LHDA STROLLING MUSICIANS To be determined March 1979 LHDA COMMERCIAL REMODELING OF TOURIST- EDA/Private Summer 1979 LHDA ORIENTED ESTABLISHMENT Bank PHASE II FLAGLER STREET BEAUTIFICATION FLAGLER COMMERCIAL FACADE TREATMENT COLLABORATION MIAMI -METRO , TOURISM,CAMACOL t1IAMI -METRO TOURISM. CAM' MIAMI-b1ETR0 TOURISM, CAMACOL MIAMI :ETRO TOURISM, CAMACOL MIAMI -METRO TOURISM, CAMACOL, SBOC. MIA: II-1IETRO CAMACOL, P.A. HUD, SBOC CD Summer 1982 DC PBLIC WORKS LHDA To be To be determined Summer 1982 determined LHDA PHASE II (cont.) FUNDING RIGHT-OF-WAY IMPROVEMENTS S.W.lst, 6th, 7th, and 9th STREETS BETWEEN S.W.12th and 17th AVENUES CD RIGHT-OF-WAY IMPROVEMENTS S.W. To be 12th and 17th AVENUES determined HOTEL CONSTRUCTION HISTORICAL MUSEUM OUTDOOR CAFES AND RESTAURANTS ARTISTS WORKSHOP WITH EXHIBIT AREAS EVENING STREET CLOSING PHASE III Private sector To be determined TIMETABLE Summer 1980 Summer 1981 Spring 1981 1982 Private sector 1980 To be determined 1980 Not Reqd. RIGHT OF -WAY IMPROVEMENTS: S.W. 2nd, 3rd, Zth, and 5th STREETS BETWEEN S.W.CD 12th and 17th AVENUES ALSO S.W.13th, 14th, 15th and 16th AVENUES BETWEEN S.W.lst and 6th STREETS 1980 1983 LEADING AGENCY To be determined To be determined LHDA CUBAN MUSEUM OF ARTS & CULTURE LHDA LHDA LHDA To be determined COLLABORATION LHDA LHDA CAMACOL LHDA, COUNCIL OF ARTS & SCIENCES CAMACOL, SBOC CUBAN MUSEUM OF ARTS & CULTURE, CAMACOL, OAS, LATIN AMERICAN CONSULATES ) TRAFFIC & TRANSP POLICE DRPT. P.A.C.E. LHDA • PHASE III (cont.) RAPID TRANSIT FIXED GUIDEWAY STAGE II SPANISH THEATER LATIN AMERICAN AMUSEMENT PARK LATIN AMERICAN BAZAAR FUNDING To be determined Private sector Private sector Private sector TIMETABLE To be determined 1983 1984 1983 LEADING AGENCY COLLABORATION Transportation LHDA, CM Administration PLANNING DEPT. LHDA LHDA LHDA BALLET CONCERTO PRIVATE THEATER GROUPS LATIN AMERICAN CONSULATES LATIN AMERICAN CONSULATES