County and municipal government leaders joined with area business owners and organizations on Monday, Nov. 28, to discuss the “branding” or marketing of South Miami-Dade during the South Dade Solutions Summit 3. The morning meeting took place at the South Miami-Dade Cultural Arts Center.
Miami-Dade County District 8 Commissioner Daniella Levine Cava, who hosted the event with District 9 Commissioner Dennis C. Moss, made the opening remarks and introduced the speakers and special guests to the approximately 60 people attending.
“The story of South Dade is one of economic ups and downs despite great economic potential,” Commissioner Levine Cava said. “But the area is now on the cusp of new and exciting economic activity ranging from a growing business profile to increased tourism due to the many natural resources and assets of the communities that make up the southern tier of Miami-Dade.”
Commissioner Moss added, “Today has been a long time in the making — decades, in fact — and it’s fitting that this meeting is taking place at the South Dade Cultural Arts Center, since it was one of our most significant projects and accomplishments.”
Rolando Aedo, executive vice president/CMO of the Greater Miami Convention and Visitors Bureau, addressed the group about his organization’s role in marketing the area and the need to bring more visitors beyond the traditional areas of Miami and Miami Beach and into South Dade.
Cutler Bay Mayor Peggy Bell attended, and the featured speaker was Bruce Turkel, CEO/ECD of Turkel Brands, who spoke at length about the importance of “branding” South Dade to benefit both tourism and businesses in the area.
Turkel said that some destination cities are organic, such as New York or Paris, while others, such as Orlando, are created. He said that a simple, concise way of branding our area was needed.
“Take the phrase: ‘Experience natural beauty, rich cuisine, arts and entertainment in the intimacy of South Dade, which has small town feel/big city opportunities,’” Turkel said. “That’s an accurate description, but it’s not a good branding way to market the area.”
Showing a series of photos of various attractions, activities and features in the area that visitors would want to explore, he presented the slogan that had been devised for business and government leaders to use in the marketing effort: “South Dade: More to Explore.”
Rene Infante of the Economic Development Council of South Florida spoke briefly and took questions and comments from the audience. After the meeting, Mayor Bell spoke about the event and her enthusiasm for the effort.
“I am very excited to share the many riches of South Dade through this new marketing campaign,” Bell said. “Commissioners Levine Cava and Moss began this process last summer with the first South Dade Solutions Summit. This is the next step in bringing jobs, entertainment opportunities, and tourism to South Dade. We want the world to experience what we have found right here in our own backyard, a family friendly nature wonderland filled with many interesting experiences for all.”
