Miami Beach committee backs expanded Art Deco District branding; more outreach and merchandising discussed

The Land Use and Sustainability Committee on May 8 heard a presentation on a comprehensive branding campaign for the Art Deco Historic District in South Beach focused on heritage tourism, signage, maps and merchandise.

Melissa Berthia, director of the Office of Marketing and Communications, told the committee that “Miami Beach is home to the largest collection of Art Deco buildings worldwide with over 800 contributing buildings.” The proposal includes a new Art Deco District logo, a dedicated webpage (MiamiBeachFL.gov/architecture), updated district signs, a printed map for hotels and visitors, an exhibit in the Galleria space timed to the centennial, and social‑media and earned‑media outreach in partnership with the Greater Miami Convention & Visitors Bureau (GMCVB) and the Miami Design Preservation League (MDPL).

Why it matters: Committee members said the district is a core tourism and cultural asset and discussed ways to make the district more visible to visitors and easier for residents to recognize. Irene Bigger, president of the Art Deco Neighborhood Association, urged broader use of the branding by local businesses and institutions.

Key committee exchanges: Vice Chair (recorded as commissioner Bhatt/Bont in the transcript) and others pushed for distribution strategies and a downloadable asset toolkit so local merchants can co‑brand. Berthia described an upcoming centennial exhibit in the Galleria and a high‑quality printed map intended for hotel lobbies. Jane (a caller on Zoom) urged a global marketing budget to promote the district internationally; Berthia and committee members noted GMCVB already runs targeted media buys that may not be visible locally. Mitch Novick and others asked for measures to reduce negative impacts such as golf‑cart noise while promoting the district.

Outcome: Committee members praised the plan and asked staff to continue development, coordinate with stakeholders and return to the committee; the item was continued on the agenda for follow‑up. There was no formal vote.

Ending: Staff will continue the branding work, refine signage and outreach plans, explore downloadable assets for local businesses and coordinate with the GMCVB and MDPL on global promotion and a centennial Galleria exhibit opening expected in June.