TABLE OF CONTENTS
INTRODUCTION
ACCOMPLISHMENTS & EVENTS
SALES AND MARKETING
2 Statement of Purpose 3 Message from the Mayor 4 Message from the Contract Administrator 5 Message from the Greater Miami Convention ………& Visitors Bureau 6 Message from the General Manager
16 17 18 19-20
24 25 26
FACILITIES 7 8 9
MBCC Facility Overview Floor Plans The Colony Theatre
Summary of Accomplishments Signature Events Event Services Highlights Market Segment Summary MBCC
FINANCE 21 Financial Performance 22 Total Gross Operating Revenue MBCC 23 Colony Theatre Net Operating Income ……….& Expenses
Sales & Marketing Social Media The National Marketing Plan
GENERAL INFORMATION 27 28 29 30 31
Capital Improvements Sustainability Community & Organizational Involvement Client Testimonials Future Outlook
AT THE MBCC 10 11-12 13 14
Our Team Year in Photos Partners How You Doin’?
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STATEMENT OF PURPOSE Spectra Venue Management (formally Global Spectrum) is dedicated to providing exceptional customer service to our clients and guests while generating a significant economic impact to the city of Miami Beach and Greater Miami. At the Miami Beach Convention Center and Colony Theatre, we strive to maximize revenue and optimize the use of the facility through the highest quality management and a balanced mix of events that encourages visitors and residents to fully experience all of what Miami Beach has to offer. Our attention to detail and proficiency in adaptation and innovation brings creative solutions to both venues we manage creating truly unforgettable experiences.
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MESSAGE FROM THE MAYOR
3
MESSAGE FROM THE CONTRACT ADMINISTRATOR
4
MESSAGE FROM THE G.M.C.V.B.
5
MESSAGE FROM THE GENERAL MANAGER
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FACILITY OVERVIEW The Miami Beach Convention Center sits on a slice of paradise, surrounded by spectacular beaches, fine dining, world class shopping, exciting nightlife, and historic architecture making it one of the most sought-out destinations in the world. The Center, located in Miami Beach, FL, is managed by Spectra Venue Management under the direction of the City of Miami Beach and plays host to a wide variety of conventions, tradeshows, consumer shows, meetings, and banquets. We strive to provide our clients and guests with exceptional customer service and an unforgettable experience. The Miami Beach Convention Center boasts over 1,000,000 square feet of flexible space including over 500,000 contiguous square feet of exhibit space, over 100,000 square feet of versatile pre-function space, and 70 meeting rooms comprised of 127,000 square feet that can all be easily configured to meet our client’s needs.
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FLOOR PLANS
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OUR TEAM
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THE COLONY THEATRE
The Colony Theatre had a strong 2015 fiscal year in terms of notable events and exposure. The venue was fortunate to continue to be the home of annual shows including Miami International Piano Festival, the Brazilian Film Festival, the Turkish Film Festival, the Miami International Ballet Festival, the Miami Lyric Opera, and the Gay and Lesbian Film Festival. There were many memorable events throughout the year: The Colony Theatre hosted its first Broadway Concert Series featuring Linda Eder, Betty Buckley, and Billy Porter. The Colony Theatre had the privilege of hosting Bianca Del Rio winner of RuPaul’s Drag Race Season Six as well as internet sensations Todrick Hall, and Miranda Sings. The Colony Theatre also served as a venue for Thomas Greg & Sons annual conference and performance of What’s In The Box. The Nelson Foundation presented their Thrive Seminar featuring Daymond John of ABC’s Shark Tank.
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PARTNERS Greater Miami Convention and Visitors Bureau The GMCVB is a major partner of the MBCC. Over this year, we have strengthened our relationship to attain new business for 2015 and beyond. Standing by their mission to attract, encourage, and induce all persons and organizations to visit Greater Miami and its Beaches for conventions, business, and pleasure, this partnership will continue to play a part in the success of the facility.
Smart City/Priority Networks Smart City offers the most reliable and secure managed infrastructure combined with a range of competitive internet, networking, and telecommunications products at the Miami Beach Convention Center. Smart City is also MBCC’s supplier of Wi-Fi throughout the venue.
Centerplate Centerplate is our exclusive in-house caterer at the Miami Beach Convention Center. Their professional and creative on-site team ensures our clients’ culinary experience is unsurpassed. Whether we are hosting a corporate meeting, tradeshow, or social function, Centerplate’s personal touch makes our event organizer’s dreams become a reality.
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HOW YOU DOIN’? The “How You Doin’?” Customer Service Program employs 10 goals to help maintain a first-rate facility by providing top-notch customer service to ensure every visitor’s first impression is a positive one. The “How You Doin’?” program encourages the staff to go out of their way to ensure every visitor feels at home at the Miami Beach Convention Center and during their stay in the Greater Miami Area.
CUSTOMER FIRST Use all resources available to serve internal and external customer interactions.
POSITIVE ATTITUDE Solve problems creatively by making decisions that positively impact the entire organization.
GOLDEN RULE Treat co-workers and customers with complete respect, fairness, and courtesy.
24-HOUR RULE Act with an appropriate sense of urgency when responding to any and all requests.
LISTEN Ask open-ended questions, be attentive, and clarify understanding to improve accuracy of responses.
EVERYBODY SELLS Suggest and implement new ways to drive and improve business.
THINK “YES” Consistently demonstrate a can-do approach in thoughts and actions. BE PROFESSIONAL Represent Spectra Venue Management in an ethical and positive manner with all interactions.
ENTHUSIASM Work with a passion towards achieving individual, team, and organizational growth and success and encourage others to do the same. DO IT NOW Deliver on the things you have committed to doing and/or are accountable for producing.
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CLIENT SURVEYS
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SUMMARY OF ACCOMPLISHMENTS During the 2015 fiscal year, the Miami Beach Convention Center sales staff booked 36 events in the year, for the year, bringing in a revenue of $471,800. Some of the notable first time events include Maison & Objet Americas, BIG Industry Tradeshow, and the Progressive Motorcycle Show. These events had a combined attendance of 27,116 and will continue to live and grow each year at the Miami Beach Convention Center. Additional FY15 new business includes the following:
Akido Seminar AARP Life @ 50+ Conference International Surface Event Fantasy Sport Expo Sole-Shoe Network Wekfest Fortune Builders Hotel Job Fairs (1 Hotel, The Hall)
The Miami Beach Convention Center maintained its highly sought after appeal for international meetings, conventions, and conferences and hosted the 1st Maison & Objet Americas organized by Reed Exhibitions in May 2015. This event brings together the interior design community in the Americas and brought over 6,000 attendees to the Center. Over the next few years, Maison & Objet Americas will grow considerably in size and space. The 2016 show will fill two exhibit halls and host 11,000 attendees and after completion of the Center’s renovation in 2018, all four exhibit halls will be occupied.
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SIGNATURE EVENTS
-AIDS Walk 2015 -Americas Food & Beverage Show -Art Basel Miami Beach -Asia/America Tradeshow -Children’s Holiday Party -Cruise Shipping Miami -FIME International Medical Expo -Florida Supercon -Graphics of the Americas -HD Americas -Impact Conference at Sustainatopia -International Congress of Esthetics -ITExpo 2015 -Jewelers International Showcase -LE Miami -MIAGREEN Expo & Conference -eMerge -Miami Home Design & Remodeling Show -Miami International Auto Show -Miami Wholesale Show -NACA Save the Dream Tour -NAF-AOHT Student/Industry Conference -Original Miami Beach Antique Show -Miami Marathon and Half Marathon Total Health and Fitness Expo -Progressive Insurance Miami International Boat Show -South Florida Boat Show -Swimwear Show
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EVENT SERVICES HIGHLIGHTS The 2015 fiscal year was both busy and exciting at the Miami Beach Convention Center as we prepared for a major renovation while hosting 106 events (23 Consumer Events, 23 Trade Shows, 1 Convention, 21 Meetings, 15 Banquet Events, and 23 Special Events) with 593,853 attendees from around the world visiting our facility. Our annual events once again experienced considerable growth, and our first time conventions and tradeshows witnessed attendance records driven by our very strong Latin American market. The economic impact on the City of Miami Beach and the region resulting from MBCC events continued at a high level. It reaffirmed once again why we are considered one of the largest economic generators in South Florida. The MBCC Event Services dept. had one small change in fiscal year 2015 with the elimination of our Guest Services (Goodwill Ambassadors) department as a cost cutting measure through post renovation. Operations Manager, Joel Guzman, Assistant Operations Manager, Carlos Hernandez and their staff continue to implement quality control measures to ensure impeccable service and building cleanliness for all of our guests. These new measures, under their leadership, have proven to be a tremendous benefit to the MBCC as Spectra Venue Management continues to strive for excellence. The Miami Beach Convention Centers staff of seasoned Event Managers, Alethea Cole-Smith, Joy Martin, Paulina Rugg, and Andrew Cusick, along with Operations Manager Joel Guzman, Assistant Operations Manager Carlos Hernandez and Security Manager Jac White, once again kept the Event Management department’s customer survey scores at an impressive 96.90% positive rating! Some first time events handled by our events team during FY15 included: -AARP Life @ 50 -Mason & Objet -The Big Industry Trade Show -Vapor World -Chauffer Driven Trade Show Our annual events; Jeweler’s International Showcase, Cruise Shipping, The Miami International Boat Show, Florida Supercon, Swimwear Show, America’s Food and Beverage Show, The South Florida International Auto Show, The Home Design and Remodeling Show, The Original Miami Beach Antique Show, and Art Basel in Miami Beach all continue to thrive and bring unprecedented crowds to Miami Beach hotels, restaurants and other businesses. We look forward to hosting and providing exceptional service to our clients during the renovation which will begin in FY 2016!
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MARKET SEGMENT SUMMARY MBCC
Attendance
Events
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MARKET SEGMENT SUMMARY MBCC
Event Income
Gross Revenue
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FINANCIAL PERFORMANCE
Number of Events
FY 2015
FY2015
FAV(UNFAV)
ACTUAL
BUDGET
VARIANCE
125
107
18
591,277
654,800
(61,523)
Rental Revenue
$3,999,314
$4,084,608
($85,294)
Service Revenue
$6,822,787
$5,299,403
$1,523,384
Ancillary Income
$5,686,138
$6,081,463
($395,325)
$16,508,239
$15,465,474
$1,042,765
$323,751
$112,000
$211,751
$16,831,990
$15,577,474
$1,254,516
Service Expense
$5,627,221
$4,670,910
($956,311)
Ancillary Expense
$4,427,141
$4,601,299
$174,158
$10,054,362
$9,272,209
($782,153)
Total Net Event and Other Income
$6,777,628
$6,305,265
$472,363
Personnel Expenses
$3,960,426
$4,176,753
$216,327
Operating Expenses
$2,749,083
$2,673,038
($76,045)
CMB Billed
$1,104,152
$1,218,000
$113,848
Total Expenses
$7,813,661
$8,067,791
$254,130
($1,036,033)
($1,762,526)
$726,493
Attendance
Total Gross Operating Revenue Other Revenue Total Gross Revenue
Total Event Expenses
Net Operating Income (Loss)
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TOTAL GROSS OPERATING REVENUE—MBCC
$
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COLONY THEATRE NET OPERATING INCOME & EXPENSES
Net Operating Income
Expenses
$
$
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SALES & MARKETING SALES AND MARKETING HIGHLIGHTS
MBCC/Spectra Venue Management was represented at industry events including International Association of Exhibitions and Events (IAEE), Professional Convention Management Association (PCMA), ASAE Annual Meeting, ASAE Springtime Expo, and IMEX Americas. The Sales Staff utilized Spectra’s GPS Leads (Global Prospecting System) a lead database with access to 15,000+ client accounts. We continue to work closely with the Greater Miami Convention & Visitors Bureau in a co-op program to place advertisements in various industry publications. MBCC National and Local Advertisements were featured in IAEE, Trade Show Executive, Smart Meetings, Successful Meetings, Clarity Magazine, and Newsweek. FY2015 Sponsors include: i-Candy, Deauville Beach Resort, Maoz Vegetarian, Opium Group, Oai Corp, The Hotel Pro, Fogo de Chao, Yardhouse, and Macy’s. The amount of sponsorship sold was $20,522.
INTERNATIONAL SALES AND MARKETING
Placed international advertisements with Mash Media, including advertisements in Conference & Meetings World, MICE Diary, and Exhibition World, as well as web banners and newsletter advertisements. All packages included bonus distribution at key industry trade shows. Further marketed the venue internationally by attending IMEX Frankfurt, IBTM World in Barcelona, and Confex International in the UK.
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SOCIAL MEDIA
Social Media Growth 14,000
12,000
Followers
10,000
8,000 Facebook 6,000
4,000
2,000
0
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THE NATIONAL MARKETING PLAN The National Marketing Plan is Spectra’s corporate based advertising initiative that allows the MBCC to have advertising exposure at a national level for a reduced cost. The total value of the program in 2014 was over $230,000 and the MBCC was represented in all components for an annual investment of only $45,000.
ADVERTISING The Miami Beach Convention Center received exposure in the corporate advertising program, which is valued at $104,000 annually. This included listings and full page ads in publications such as Trade Show Executive, Small Market Meetings, and Facilities and Destinations, plus the ability to purchase exclusive MBCC ads at reduced costs. GPS DATABASE Spectra’s sales staff at the venue have access to the GPS database of over 20,000 contacts for prospecting and lead sharing. If another Spectra venue has a piece of business that would work well in our market, the lead is routed properly through this system to be prospected here locally. COMMUNICATIONS The MBCC received exposure in the monthly eNews blast to over 6,800 industry contacts including event and meeting planners. It allowed us to promote our hot dates and rates and feature our venue in regional spotlights. This also included our venue listing in the digital and printed Convention Center brochure, which is distributed at industry trade show events and promoted interactively online. TRADE SHOWS The MBCC was represented in the National Trade Show Program. For relevant shows in certain markets, sales staff at the MBCC attended shows in the Spectra booth to represent the venue.
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CAPITAL IMPROVEMENTS
MBCC -Replaced four runs of bus duct for the East side of the convention center. East B hall 2,000 amp, approx. 600 ft. East A hall 2,000 amp, approx. 1,300 ft. West A center hall, 1,600 amp, approx. 1,300 ft. Floor pockets B hall 2,000 amp. Approx. 600 ft. Budget: $2,250,000.00 Actual cost: $1,998,230.00 -Installed four sets of ADA exterior door operators. One set for each lobby Budget: $35,000.00 Actual cost: $35,900.00
-Rebuilt 50 hp motor for cooling tower four. Actual cost: $4,000.00 -Rebuilt 100 hp chilled water pump three. Actual cost: $3,679.00 -Replaced one vibration isolator for chilled water pump four. Actual cost: $5,850.00 -Rebuilt 100 hp condenser water pump ten Actual cost: $3,839.00
-The following items were replaced on the eight cooling towers: Eight 100 amp disconnects with new stainless steel disconnects, eight new weather heads for the motors, and all metal electrical piping was replaced with PVC piping. Actual cost: $26,620.00
-Tourking down of all bus duct joints for bus duct #5 and #8 East side of the building. Actual cost: $2,197.23 The soft starter for chiller one was repaired. Actual cost: $5,350.00
-Installed one maga gate arm for the North West gate. Actual cost: $15,475.53
Colony Theatre -A section of the stage was replaced that was damaged during an event. Actual cost: $14,963.25
-Installed one new pump for the center pod lift station. Actual cost: $4,958.62 -Rebuilt 100 hp chilled water pump four. Actual cost: $3,900.00 -Replaced one ten inch flex connector for chilled water pump four. Actual cost: $2,900.00
-The ADA wheel chair lift was repaired. Actual cost: $2,900.00 -There were several items based off the annual fire sprinkler inspection that were addressed. Actual cost: $2,650.00
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SUSTAINABILITY Spectra’s Operations Team began implementing an extensive recycling program entitled STEP UP (Spectra’s Total Environmental Plan). This plan, which included the development of a single-stream recycling system, has saved the MBCC thousands of dollars in expenses while creating a better and healthier community in which to live, work, and play. In 2015, we continued to make the following improvements:
Usage of a local sorting facility (Broward County) to ensure recycling efforts are not negated by the impact of the emissions associated with lengthy transportation distances. The effectiveness of a recycling program is driven by the users; MBCC users can use seven different contract cleaning companies – the easier the process the higher the volume of recycled materials and the more effective the program. (2) 34 yard recycling compactors were installed - one at each of the north and south loading dock areas. Each compactor is equipped with a monitoring device to ensure they are pulled at full capacity. Signage in English, Spanish, and Creole was installed at each of the recycling compactors. Purchased new recycling containers and installed throughout the show floor and offices. Staged program starting of Air Handling Units. New lighting control system was implemented along with lighting upgrades in the halls. Replaced sensor operated hand towel dispensers for manual operation. Installed instructions on light switches to turn off when not in use. Continuous training and education for all employees to reduce energy consumption.
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COMMUNITY & ORGANIZATIONAL INVOLEMENT The Education Fund The Education Fund is a non-profit organization that works side-by-side with the private sector to direct resources where they are needed most in Miami-Dade county public schools. Spectra works with show organizers and their exhibitors to ensure that all unwanted materials that would otherwise be discarded are donated to local teachers for educational purposes.
Academy of Hospitality and Tourism The MBCC once again participated in the AOHT Program and Spectra donated funds and became Business and Education Champions towards this terrific cause. AOHT was launched in 1987 to prepare high school students with the knowledge and skills necessary for a successful career in the Hospitality Industry.
Senior Citizen Events Spectra partnered with the City of Miami Beach to host four senior citizen events during the 2014 fiscal year. In total, the MBCC opened its doors to 700 seniors for themed events like a Luau, Bingo Night, and Holiday party. These complimentary events gave Miami Beach seniors the opportunity to mingle and meet new friends, as well as enjoy an evening of food, fun, and dancing.
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CLIENT TESTIMONIALS “Simply an honor to continue to do our events as long as Jennifer is involved. She is very accommodating and great to work with.” -Riego Palomo (Road Show) “Andrew is always available and takes care of anything needed. We appreciate his attentiveness” -Steve Plotkin (Miami Home Design and Remodeling Show) “[Stephanie is] fantastic to work with!” -Zachary Lezberg (Small Business Expo) “We have hosted this event at the MBCC many times and Stephanie is always a joy to work with. We have never had any issues and our specs have been followed to a T” -Aisha Moore (PDRI Custom Brokers Exam) “[Jennifer was] very helpful and stopped by often to get feedback and resolve issues” -Brian Hirsch (Batch Consultant Summit) “[Paulina was] very easy to work with and was very accommodating” -Riego Palomo (Road Show) “Great, caring service!” -Ann Fields (2nd Annual Mega Student Industry Conference) “The Great Big Challah Bake was a huge success in part because of the professional, considerate, and generous manner in which the Miami Beach Convention Center was involved. Every department and all the MBCC employees really bent over backwards to make it work. Thank you!” -Linda Bogin (The Big Challah Bake) “It is always a great pleasure to work with the MBCC and staff. Holding any event at your location is a great stress reliever. Paulina is a great manager and is always a pleasure to work with. She anticipates the needs of the client before the client even realizes” -Rick Siclari (27th Annual Aids Walk Miami) “Drew is always beyond helpful and easily accessible for anything we need. He always goes above and beyond for us and is extremely detail oriented. Drew truly makes producing the Home Show much more simple and we can only say think you so many times” - Steve Plotkin (Miami Home Design & Remodeling Show
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FUTURE OUTLOOK Major changes are taking place at the Miami Beach Convention Center as a result of the renovation project and Spectra Venue Management will be an integral part of the venue’s success both during and after construction is completed. We are proud and honored to have had our contract extended until 2020 and we are committed to providing a seamless transition for our clients. During the renovation process, our employees will complete various trainings on the building’s new technology and customer service. We will continue to serve clients throughout 2016 while half of the building is operating with the same exceptional service that they expect from Spectra Venue Management. We envision a bright future for the historic Colony Theatre as well under Spectra Venue Management. 2016 brings a new line-up and a very busy performance schedule with nearly every weekend booked for the first few months of the year. By wisely reinvesting into the theatre, we are contributing to its preservation as an important landmark and community asset for many years to come.
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