HomeMy WebLinkAboutBack-Up DocumentNational 'Trust for
Historic Preservation
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Memo
DATE: MONDAY, APRIL 25, 2016
TO: DANIEL ROTENBERG, DIRECTOR, DEPARTMENT OF REAL ESTATE ASSET MANAGEMENT,
CITY OF MIAMI
FROM: JASON CLEMENT, DIRECTOR OF COMMUNITY OUTREACH, NATIONAL TRUST
CC: RAUL ESQUER, BRAND MANAGER, HEINEKEN; JUSTIN KISSINGER, SENIOR DIRECTOR OF
GOVERNMENT AFFAIRS, HEINEKEN; ANDREW SIMPSON, VICE PRESIDENT OF COMMUNITY
OUTREACH, NATIONAL TRUST; SHAREE WILLIAMSON, ASSOCIATE GENERAL COUNSEL,
NATIONAL TRUST
RE: MIAMI MARINE STADIUM CROWDFUNING CAMPAIGN
The National Trust for Historic Preservation has been approached by Heineken
USA to partner in a crowdfunding campaign to support the preservation of
Miami's Marine Stadium. The goal of the campaign would be to engage the
public in support of restoring and reusing the stadium by building awareness,
excitement, and soliciting donations. This campaign will be part of a series of
similar efforts that Heineken will be launching this summer to support public
projects in their top markets around the country.
Campaign Description
The National Trust and Heineken will partner to execute this campaign. The
public will be asked to donate to support a preservation project that will help
revitalize the stadium. The project will be funded on Indiegogo's crowdfunding
website, and all campaign marketing activities will refer the public to this site.
Contributors at different funding levels will receive reward items like buttons
and t-shirts.
The campaign is proposed to fund the removal and repurposing of the stadium
chairs. The city has determined that the chairs must be removed due to their
deteriorated nature, and that removing the chairs will cost approximately
$100,000. Ensuring that the chairs are carefully stored and thoughtfully
repurposed will require additional funding, the amount of which we are
currently exploring. Securing funding for this project is a reasonable campaign
goal. If the campaign is successful, there is potential that more funding will be
raised than is needed for the chair removal project. In this event, the funds can
be used to fund other projects to support the preservation of Miami Marine
Stadium.
The Watergate Office Building 2600 Virginia Avenue NW Suite 1100 Washington, DC 20037
info@savingplaces.org p 202.588.6000 F 202,588.6038 SavingPiaces,org
While the exact details of the campaign are still under development, the
campaign is anticipated to take place from May -September 2016, and will
include many — and possibly all — of the following elements:
• Media launch in May. Press event in Miami for a hard launch in July.
• Indiegogo project site where donations can be made.
• Partnerships with retailers to place in-store displays supporting the
project and directing the public to Indiegogo to donate.
• Advertising component in partnership with Facebook designed to reach
60% of adults 21-39 years old and to take the campaign directly to the
public in Miami neighborhoods and at popular local summer events.
• Opportunities for the Miami arts community to participate through
photography and by coming up with ideas to repurpose the removed
stadium chairs, including a partnership with the Perez Art Museum.
• Small influencer and media events held throughout the summer with a
larger finale event to conclude the campaign through a partnership with
Live Nation.
• Potentially selling or raffling some of the removed stadium seats to
project donors.
Campaign Responsibilities
Heineken will design, fund, and operate the events, advertising, and public
relations strategy to support the campaign. The National Trust will serve as the
main contact with the City of Miami, help to conceptualize and execute the seat
repurposing project, and will serve as the nonprofit partner/fiscal agent for the
crowd -sourced funds. Indiegogo will provide the platform for donations to be
made by the public. The City of Miami will be responsible for conducting the
work onsite (chair removal and possibly additional projects) at the stadium.
Next Steps
Because the campaign concept that is in development is focused around the
removal of the stadium chairs, the City of Miami, including the Historic and
Environmental Preservation Board, needs to agree conceptually to move forward
with the seat removal project at the May 3, 2016 HEPB meeting. The City should
also designate contacts for the National Trust to work with on campaign
activities, including press releases and the actual preservation project(s). Also, to
support the campaign's marketing, it would be helpful to remove approximately
300 stadium seats immediately and to make them available to Heineken for
displays and events. Funding for this initial removal will be provided by
Heineken.
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