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Home My WebLink AboutCRA-R-19-0011 BACKUPHeadliner Market Group, Inc. February 7, 2019 Mr. Cornelius Shiver, Executive Director Southeast Overtown/Park West Community Redevelopment Agency 819 NW 2nd Avenue, 3rd Floor Miami, FL 33136 Dear Mr. Shiver: Headliner Market Group Inc's overall mission is to promote and celebrate the rich history and culture of the community, through the re-creation, planning, coordination and presentation of the Overtown Music & Arts Festival. Since Headliner took on the production of the festival in 2014, attendance numbers have steadily increased from approximately 1,500 attendees (prior to 2014) to over 10,000 attendees and growing. We would like to lock in a 5-year partnership, with an increase of funding from the CRA which is included in the attached spreadsheet. Entering into a 5-year agreement would allow us to expand our planning and coordination which is currently operating 4-5 months out. The festival is growing exponentially, and in order to maintain the quality that HMG is known for and that the people have become accustomed to, it is going to become mandatory that our planning commence at least 6 months out and eventually 1 year out. We are requesting funding from the CRA in the amount of Three Hundred & Ten Dollars ($310,000.00) per year through 2023. Every aspect of the Festival has been carefully thought out in an effort to celebrate Overtowri s rich history and culture. The goal for this years' Festival is: • To shine a positive light upon the Overtown community; • Promote and stimulate economic development; • Showcase history, culture, music, and art; and • Create excitement and motivation for the community Thank you in advance. Regards, Michael Gardner President 3440 NW Avenue / Miami FL 33127 Phone: (786) 420-2380 I Email.• HeadlinerWorldwide305 )gmail com lleiitlliiier llarket Group, Inc. ORGANIZATIONAL HISTORY Headliner Market Group, Inc. (HMG) is a premier marketing and promotions company. HMG was founded for the purpose of creating a resourceful and reliable company with the knowledge and expertise of party planning and coordinating special events. The company strives to provide creative, cutting edge events that establish HMG as a dominant force in the nation. HMG designs and produces exciting high profile one -of -a kind events through the combination of service, superstar celebrities, athletes, trendsetters and taste makers. We create innovative events while providing quality services to clients and consumers. Hard work and commitment has allowed HMG to rise to elite status while creating the highest in attendance record, star studded urban and/or crossover events in the nation. 3440 NW Avenue I Miami FL 33127 Phone: (786) 420-2380 I Email: HeadlinerWorldwide3055gznail com Overtown Music and Arts Festival Budget 2018 Percentage of Expended Amount versus Grant Amount Actual Expended Amount 1 Decor 1.42% $3,555 2 City Services (Solid Waste, Miami Police Dpt and Miami Fire Dpt) 11.70% $29,255 3 Miscellaneous Expenses 0.95% $2,384 4 Marketing/Promotion (Promotional items, Web Design Services and Radio Advertising) 10.86% $27,161 5 Production Cost (Event Rentals, Portable Restrooms, Fencing Services, Stage and Set Up, Rental of Trailers and Sound Audio System) 17.08% $42,695 6 Permits 0.22% $550 7 Talent Expenses (Performers and Travel Expenditures) 50.36% $125,899 8 Security 2.00% $5,000 9 Signage 1.40% $3,500 10 Staffing Fee 4.00% $10,000 Total 100% $250,000 2019 2020 2021 2022 2023 Budget Budget Budget Budget Budget $3,982 $3,982 $3,982 $3,982 $3,982 $32,765 $32,765 $32,765 $32,765 $32,765 $2,670 $2,670 $2,670 $2,670 $2,670 $30,421 $30,421 $30,421 $30,421 $30,421 $47,818 $47,818 $47,818 $47,818 $47,818 $616 $616 $616 $616 $616 $141,007 $141,007 $141,007 $141,007 $141,007 $5,600 $5,600 $5,600 $5,600 $5,600 $3,920 $3,920 $3,920 $3,920 $3,920 $11,200 $11,200 $11,200 $11,200 $11,200 11 1111111,0" #040 11 ,- JI `� About Us OVERTOWN MUSIC & ARTS FESTIVAL Headliner Market Group proudly announces the return of the Overtown Music and Arts Festival to be held in the historic Overtown district of Miami on Saturday, July 13, 2019 (11:00am-7:00pm). In partnership with the Southeast Overtown Park West Community Redevelopment Agency and City of Miami District 5 Commissioner Keon Hardemon, the Annual Overtown Music and Arts Festival promises to promote economic development, community enrichment and bring excitement to Overtown. Free to the general public, the highly anticipated festival of celebration will include live performances by soon to be an- nounced nationally -known recording artists, vendors show- casing artwork, ethnic cuisine, unique crafts, jewelry and a vast array of entertainment. Encompassing the stellar reputation of the Overtown Music and Arts Festival, the business & historic district will host one of the largest festivals serving the prominent area of Over - town. For over five years, some of the world's top contempo- rary artists have graced the stage of the festival entertaining thousands of local residents and nation-wide festival goers. This year, while adult festival goers will flock the main stage, youngsters can enjoy the Youth Zone, powered by the non- profit "Teens Exercising Extraordinary Success" (T.E.E.S.). From toddlers to teens, the Youth Zone will provide festival - style entertainment including live performances, arts and crafts, face painting, bounce houses, karaoke, and fun fitness activities. // A/ GREATER MIAMI CONVENTION & VISITORS BUREAU Profile of Attendees July 2018 Prepared by: GMCVB Research Division Greater Miami Convention and Visitors Bureau 701 Brickell Avenue, Suite 2700, Miami, FL 33131- Phone: 305-539-3065 Email: Research@GMCVB.com Ta o ltents Background and Objectives 2 Executive Summary 3 Summary of Responses Section 1- Detailed Findings 4 Section 2- Demographics 19 J un J ctivs Formerly named Overtown Rhythm & Arts Festival, this festival celebrates the rich history of one of Miami's earliest settlements. The festival takes place in the heart of Overtown Business District, showcasing local art, food and entertainment. More importantly, it helps promote economic development in this rebounding community which lies in the heart of Miami. It will do so by attracting a broad and diverse audience to the doorsteps of local shops and business which will be participating in the event. The Overtown Music & Arts Festival is a celebration of the rich culture of Overtown Miami and is held annually to educate, inspire and promote economic development. The Greater Miami Convention & Visitors Bureau (GMCVB) in -partnership with the Overtown Music & Arts Festival organizers developed a research survey to gauge the perceptions of attendees and to provide insight into their perspectives of the show. The survey was designed by the Research Division of the GMCVB, in - conjunction with the organizers of the Overtown Music & Arts Festival. Interviews were conducted on: Saturday, July 14, 2018 at NW 3rd Avenue between 8th & 11th Street, which took place at the Overtown Business District. A total of 126 completed surveys were collected from attendees. The target audience consisted of people entering and exiting the festival. The survey was designed to: • Determine the originating destination of OMAF attendees • Provide a demographic profile of the attendees of OMAF • Gauge satisfaction with the event and intent to return • Understand sources of event awareness, including social media The ensuing information is geared to assisting the OMAF organizers in developing marketing initiatives to further promote and expand the festival. a•REATEN MIAM7 CONVENTION & VISITORS BUREAU Executive Summary The majority of attendees came from Miami Dade County. About one in five attendees came from Broward and handfuls came from other parts of the US. ■ This is very consistent with prior years, as the OMAF has always been more of a local event. Attendees who reside outside of Miami -Dade County most often said they were either staying in their own homes, renting residences or making a day trip out of their visit to the festival. Few people said they were using paid lodging like hotel/motels or peer to peer residence sharing. The most common form of transportation to both the Greater Miami area and the festival was via automobile. Usage of public transportation was minimal. About three quarters of festival attendees from outside of the county were in the area specifically for the Overtown Music & Arts Festival. Of the remainder, the majority were in the area on vacation. The most popular activities among out of town visitors while in the Greater Miami area were going to the beach, shopping and visiting restaurants. ■ This year's group seemed to have had more interest in shopping and going to the beach than in previous years. Furthermore, visiting Miami's attractions used to be at the top of their lists but interest has fallen each year since 2014. The most common source of awareness of the OMAF was via radio ads, followed by word of mouth and social media. In particular, radio ad awareness has really improved from a year prior. ■ The proportion of mentions of people who said they heard about the event through word of mouth has fallen for the past several years, but this is fairly normal as awareness through social media has improved. Many conversations that used to occur by word of mouth have since moved to social media. The most often stated connections to Overtown among event attendees were that they have family/friends who live there and/or they visit the area for its food/culture. Consistent with prior years, satisfaction with the event continues to be high. Attendees gave two thumbs up to the location/venue, performers and the vendor food selection. Not to mention, those who drove to the festival were generally very pleased with the parking. Attendees of this year's event overwhelmingly (99%) said they will return next year. GREATER ER 4; A : Det led Finding 4 // GREATER WA* CONVENT;ON & WSiTORS BUREAU PI C R i en Miami -Dade County Broward County Elsewhere in the USA I 4% Elsewhere in Florida 2% Palm Beach County 1 2% International 0% 21% 72% Residence - Historical 2014 2016 2017 2018 Miami -Dade County 86% 72% 71% 72% Broward County 9% 20% 15% 21% Palm Beach County 1% 3% 4% 2% Monroe County 0% 0% 1% 0% Elsewhere in Florida 1% 1% 3% 2% Elsewhere in the USA 2% International Q1. Where is your PRIMARY residence? Base: Total Answering 4% 6% 4% 0% 1% 1% 0% // A// GREATER MIAMI CONVENTION & VISITORS BUREAU My own home/condo Rented a residence With friends/relatives Hotel/Motel Day trip (not spending the night) Peer to peer rental (AirBnb, Homeaway, VRBO, etc.) 0% 11% 9% 9% 31% 40% Lodging - Historical 2014 2016 2017 2018 Hotel/Motel 21% 19% 24% 9% Friends/relatives 17% 4% 23% 11% Own home/condo 21% 45% 30% 40% Day trip 41% 33% 22% 9% Rented residence * * * 31% Peer to peer (AirBnb) * * * Q4. What type of lodging are you using during your visit? Base: Reside outside of Miami -Dade *not asked in prior years 6 0% // GREATER MIAMl CONVENTION 6 VISITORS BUREAU Visit i n T The reater Mi mi r a Visitor Type First time, 20% Returning, 80% 6 Average number of nights staying in Greater Miami area Average travel party size One in two Returning visitors have been to the Greater Miami area more than 10 times Q4a. Is your lodging in Miami -Dade? Q5. How many nights are you spending in the Greater Miami Area? Q6. Is this your first visit to the Greater Miami Area? Q7. How many times have you visited before? Q8. Including yourself, how many people are you traveling with on this trip to the Greater Miami Area? Base: Reside outside of Miami -Dade 7 // A// GREATER MIAMi CONVENTION d VISITORS BUREAU T nsp t t n To The Greater Miami Area • Automobile U be r/Lyft Air • Camper/trailer 91% 6% 6% 3% To Overtown Music & Arts Festival Automobile, 86% Miami -Dade Taxi, 3% Uber/Lyft, 6% Walked, 9% Q9. What means of transportation did you utilize for this trip to the Greater Miami Area? Q9a. What means of transportation did you utilize to get to the actual event? Base: Reside outside of Miami -Dade 9 // GREATER MIAMI CONVENTK)N s ViSiTORS OUREAU M in R s n F r Vision r r M i rni rea Overtown Music & Arts Festival Vacation 14% Meetings/Conventions 3% Other 3% Business 0% Q10. What was your main reason for visiting the Greater Miami Area? Base: Reside outside of Miami -Dade 77% ctivities hi) isitin re r Mi mi rea Go to the beach Go shopping Visit Miami restaurants Visit Miami attractions Go to concert/play/show Go sightseeing Go to bars/night clubs Visit Miami museums or galleries Go fishing/sailing 3% None of the above 14% 11% 11% 40% 34% 29% 26% 26% 23% Q11. While in the Greater Miami Area for Overtown Music & Arts Festival, which of the following are you likely to do? Base: Reside outside of Miami -Dade 10 A// GREATER MIAM CONVENTION & VISITORS BUREAU ctivities Idle Visi in remoter Miami rea Hist ical 2014 2016 2017 2018 Visit Miami attractions 45% Visit Miami restaurants 35% 36% 26% 24% 40% 28% 29% Go shopping 24% 23% Visit Miami museums/galleries 29% 34% 24% 15% 15% 11% Go to the beach 21% 35% 36% 40% Go to bars/night clubs 21% 23% 27% 14% Go sightseeing 17% Go to concert/play/show 17% 16% 23% 14% 27% 18% 26% Go fishing/sailing 14% 6% 4% 3% None of the above 24% 17% Q11. While in the Greater Miami Area for Overtown Music & Arts Festival, which of the following are you likely to do? Base: Reside outside of Miami -Dade // EATER M:AMi NVENT1ON 6 'ORS BUREAU u rces r n ss b u Music its F stival v Radio advertisement Word of mouth Social media The Overtown Music & Arts Festival website Walked by the event Television commercial Street banners/billboards Another website 20% 8% 27% 38% Noticed companies' 7% advertising at the event 4% 3% 2% Magazine advertisement 2% Other 6% Q12. Have you attended Overtown Music & Arts Festival in the past? Q14. How did you learn about Overtown Music & Arts Festival? Q21. Did you notice companies' advertising at the event? Base: Total Answering Attended Overtown Music & Arts Festival before GREATER M?AM1 NVENTi0N 8 V=S TORS BUREAU Ourc s f Awar ness About v O n Music Arts F stiv I - Historical 2014 2016 2017 Word of mouth/friend 53% 32% 35% 2018 27% Radio ad 22% 25% 26% 38% Social Media ad 6% 18% 20% 20% TV ad 6% 7% 7% 4% The Overtown Music Festival Website 5% 24% 8% 8% Walked by the event 5% 3% 3% 7% Street banners/billboards 3% 5% 4% 3% Mailed invitation 1% 0% 0% 0% Magazine ad Other 1% 2% 9% 9% Q14. How did you learn about Overtown Music & Arts Festival? Base: Total Answering 1% 2% 9% 6% // At / GREATER. MIAMi CONVENTION & ViSiTORS BUREAU C nnec n To ver 0 vn I have family/friends who live in Overtown I visit for food, culture, entertainment I used to live here in Overtown This is my first time in Overtown work/do business in Overtown Other 6% 7% 19% 16% 31% 29% Q19. What is your connection with the Overtown neighborhood? Please select all that apply. Base: Total Answering /j A/f GREATEF. MIAMI CONVENTION & VISITORS BUREAU Social M dia Us a e Facebook Instagram Twitter None of the above 17% 2% 42% 45% Social Media - Historical 2014 2016 Facebook Instagram Twitter 28% 10% 33% 13% 2017 2018 46% 11% None of the above 70% 60% 52% 42% 17% 2% 45% Q20. Are you a "Facebook Fan", "Instagram Follower" or "Twitter Follower" of the Overtown Music & Arts Festival? Please select all that apply. Base: Total Answering *not asked in prior years 15 // A//I. GREATER M€AM: CONVENTION & VISITORS EUF.EAU Satisfars n h Thii Festiva • Extremely satisfied Very Satisfied • Satisfied a Dissatisfied • Very dissatisfied rl Not sure/don't know Satisfaction - Historical 2014 2016 2017 2018 Extremely Satisfied 37% Very Satisfied 43% Satisfied 18% Dissatisfied 0% Very Dissatisfied 0% NA/Don't Know 1% 45% 34% 18% 1% 0% 2% 021. How satisfied are you overall with Overtown Music & Arts Festival? Base: Total Answering 16 48% 32% 17% 1% 0% 2% //11///1. GREATER MAMI CONVENTION VISO-ORS BUREAU reas is ac i r Location/Venue Performers Vendor Food Selection Organization of the Event Youth Zone Art Exhibits Event's Promotional Materials Website 8% Restroom Facilities 6% Other 7% 27% 23% 18% 17% 50% 46% 41% Of drivers were satisfied with the parking Q23. We are happy to hear that! What areas of the Overtown Music & Arts Festival were you most satisfied with? Base: Total Answering Q25. How satisfied are you with the parking? Base: Used an automobile to get to the event / 11 I///I. GREATER M AM CON ENT ON & VS€TORS BUREAU In T. Rm urn Next Year Yes, plan to return No, do not plan to return 2018 Intent to Return - Historical 2014 2016 2017 2018 Yes, plan to return 94% No, do not plan to 6% 7% 5% 1% return 93% Q24. Do you plan on attending Overtown Music & Arts Festival next year? Base: Total Answering 18 95% 99% // GREATER MIAMI CONVENTION VISITORS BUREAU Demogra ph 19 // GREATER MIAW CONVENTION & VISITORS BUREAU e r phics Gender Female Male Ethnicity American Indian/Native American Asian Black/African American Caucasian Hispanic/Latino Multi -racial Household income Under $25,000 $25,000 to $44,999 $45,000 to $64,999 $65,000 to $84,999 $85,000 - $104,999 $105,000 and above Prefer not to answer Age 79% Under 18 21% 18 - 24 25 - 34 35-44 2% 45-54 0% 55-64 86% 65 and over 2% 6% 4% Education Some high school Completed high school 22% Some college 27% Associate's degree 14% Bachelor's degree 14% Some Graduate studies 6% Master's degree 6% Doctoral degree 12% Other education 1% 10% 19% 22% 24% 23% 1% 3% 22% 26% 14% 14% 2% 15% 2% 3% vilAW