Preservation Development ASSESSMENT REPORT

Miami, Florida

The National Trust for Historic Preservation’s Preservation Development Initiative is made possible by a grant from the John S. and James L. Knight Foundation. The John S. and James L. Knight Foundation promotes excellence in journalism worldwide and invests in the vitality of 26 U.S. communities.

Miami’s Preservation Development Initiative – Summary

Throughout the United States, strategy. The Mayor, the City Neighborhood Enhancement Team cities are discovering that Commission and many City staff (NET), and Building Inspectors on historic preservation can be a members all seem committed to historic preservation issues. valuable part of an overall preservation, but not everyone Training should include spotting community and economic involved in the development eligible historic resources, Section development strategy. Whether process seems to understand how 106, and other basic preservation in the arenas of downtown preservation can fit in the overall knowledge that will help advance development, neighborhood development plan. Building a preservation within the City of revitalization, growth broader base of support for Miami. Better trained staff will help management or community preservation should be a priority. increase referrals to the city’s building, preservation can be a While there is a wide range of preservation division and help way to provide community issues addressed by the National make preservation a city wide identity, cultural sensitivity and Trust’s Preservation Development ethic. property value protection or Initiative assessment team report, enhancement. In South Florida, the primary barrier to the use of a Focus on National Register with the revitalization of the Art preservation development strategy nominations first. Because historic Deco District in Miami Beach in Miami is a weak preservation resources are endangered, the and downtown Coral Gables’ ethic. The idea that preservation is City should work closely with vital blend of historic and a desirable, or preferred, consultants, the Black Archives, modern buildings, preservation development strategy has a still and Dade Heritage Trust to list all development is a popular long way to go in Miami. The ease eligible buildings on the National development strategy. This with which historic resources are Register. This should be model has great potential in demolished or altered and the advanced with training on the Miami as well. resistance to protecting those preservation tax credit to increase resources makes preservation interest in rehab and preservation. In the neighborhoods surrounding development difficult. While the the historic core of the City of team can recommend ways to Dade Heritage Trust and the City Miami – the intersection of the support downtown and can jointly organize a preservation Miami River and the railway neighborhood revitalization using summit focused on neighborhoods. corridors, change is already historic preservation, the Speakers should include city occurring. This change offers great preservation ethic must come from leadership as well as seminars opportunities as well as threats to within Miami itself. focused on land-marking historic fragile communities: Little Havana, resources, preservation tax credits, Overtown, Edgewater, the etc. Performing Arts District, Spring Advancing the Preservation Garden and Downtown Miami. As Ethic development pressures rise, the Planning character of these areas is The City of Miami, supported by endangered. The question is, “Can neighborhood organizations, One of the greatest threats to the historic core areas of Miami financial institutions, community using a preservation-based enjoy resurgence without losing development corporations, private development approach in Miami is their respective characteristics?” developers and property owners, the City’s over-zoning problem. Context-sensitive new educational and cultural Current zoning does not match the development balanced with institutions, can begin to articulate actual situation in the preservation-based revitalization the value of, and support for, neighborhoods nor does it respect can protect and improve property preservation and neighborhood the character of the neighborhoods values, attract new residents, conservation. and their respective building types. visitors and investment and The result is zoning better suited support a diverse collection of The City staff needs to focus for Manhattan than Miami. neighborhoods and businesses. efforts on training other staff on Unfortunately, fear of the Bert J. historic preservation. This effort Harris, Jr. Act and expectations of The City of Miami has made great can begin with orienting all staff a very high return on real estate strides in making preservation a members at the Department of investments in several districts part of its economic development Community Development, the have created a difficult situation for neighborhoods with the loss of

3 Miami’s Preservation Development Initiative – Summary

many historic resources. This Overtown Folklife Village history. Fulfilling the organization’s situation creates a disincentive for Currently, Overtown has embarked mission through the renewed Lyric re-using and renovating many on a “Main Street” revitalization and the home for the Archives lower-scaled historic family homes, program. The National Trust’s should continue to be their primary commercial buildings and walk-up Main Street program is a purpose. apartments. preservation-based economic development strategy for the Currently, the City is embarking on revitalization of historic commercial Little Havana/Calle Ocho an experiment with form-based districts. Unfortunately, most of Currently, there is resurgence zoning, a creative and the fabric of Overtown’s historic along several blocks of Eighth experimental zoning and design commercial district is gone. Much Street also known as Calle Ocho, tool. Rather than focusing on of the attention of the Overtown the commercial heart of Little zones related to type of use, form- Main Street effort is focused on the Havana. Much has changed in based zoning focuses on building historic Lyric Theater and the this neighborhood since it was type, height, and design Overtown Folklife Village transformed from an abandoned guidelines. The National Trust’s development concept. The commercial district in the 50’s, to Preservation Development question that faces the Black the center of the Cuban Exile Initiative assessment team Archives organization is whether it community of the 60’s, to a vibrant supports this unique approach as a should continue to hold completely commercial district that serves a possible solution to Miami’s over- to the Folklife Village concept, diverse Hispanic community. zoning problem. negotiate a development Today, Calle Ocho still retains the agreement with private developers flavor of the Cuban community City Planning and historic that completes the Lyric’s even though many Central preservation staff rely too heavily redevelopment to be open to Americans call Little Havana on conservation districts as a tool another development plan focused home. for saving neighborhood character. on 2nd Avenue and 11th Street. Rather akin to “historic districts With limited historic resources Cultural Fridays, a successful light”, conservation districts seems intact, Overtown is challenged to promotional event on the last to be the way the City makes maintain an authentic identity. Friday of every month, can be historic districts more palatable to credited in the current resurgence property owners as a way to Overtown is changing rapidly. of Little Havana. Brought about by address a lack of those owners’ Several conflicting plans have a coalition of groups such as the understanding the true nature of surfaced that will create new Latin Quarter Cultural Center and historic districts. Better education homes and businesses. The City the City’s Neighborhood efforts and form-based zoning should work to ensure that the Enhancement Team, this event should help alleviate misplaced remaining historic resources brings thousands of local residents fears about historic districts. should be rehabilitated and reused and tourist to visit restaurants and while new development is galleries along a short stretch from respectful of Overtown’s history 12th to 17th Avenue. The team Neighborhoods and neighborhood scale. noted visitors of all ages to this Central to Miami’s Preservation animated scene that included Development Initiative is the The Black Archives should focus music and displays of art along the development of a preservation- on developing and completing of sidewalk. Cultural Fridays also based neighborhood revitalization the Lyric Theater as well as includes lectures and tours by local strategy in Overtown, Little creating a permanent home for the historians and experts. The City Havana, Edgewater, and Spring Black Archives in Overtown. The should continue to support the Garden. These historic Black Archives should continue to natural progression of Cultural neighborhoods, if sensitively focus its efforts on research and Fridays. However, the City should handled, become the base of the the dissemination of Miami’s reconsider its plans to build a overall preservation development African-American history. Dr. permanent stage at its current approach. Dorothy Fields has made an temporary location. enormous contribution to the understanding of and appreciation Currently, Calle Ocho does not for Miami’s African-American have a Main Street program or a

4 Miami’s Preservation Development Initiative – Summary

Main Street manager. However, destruction of Edgewater’s attention to Flagler Street first and credit should be given to the Pablo neighborhood character is the the rest will naturally follow. Canton of the Little Havana NET over-zoning issue previously for supporting new businesses and mentioned. With few limits on Over the years, millions of dollars working to ensure that Cultural development in the neighborhood, have been poured into renovating Fridays remains a success. In the ‘highest and best’ use the historic Gusman Theater, a many ways, Mr. Canton already encourages the loss of many unique resource and premier plays the role of the Main Street historic homes and the example of a 1920’s atmospheric manager. However, because his neighborhood character. movie palace. A much beloved area encompasses a much larger building by Miamians, the building area and he has a wide variety of The assessment team examined suffers because of its location. duties, we recommend that the the issues found in Edgewater and Arts patrons and visitors alike are City hire a Main Street manager to other neighborhoods and suggests often intimidated by Flagler work closely with the Little Havana that the City consider a ‘bank’ for Street’s dark and shuttered NET and the East Little Havana the transfer of development rights appearance at night. By focusing CDC to develop and foster a (TDR). While TDR is more often on recruiting restaurants and retail comprehensive Main Street used as a growth management that are can be opened at night, program for Calle Ocho. The team tool to protect agricultural land in the Gusman Theater can become recommends that the Main Street Florida, nationally cities have used a sustainable and vibrant attraction program should focus on Calle them to protect community once again. With the construction Ocho from 12th Street to 17th character and historic resources. of the Performance Arts Center, Street. With the resurgence of Although there are no specific the Downtown Development Cultural Fridays, the number of models already in place for TDR Authority along with the Miami- new businesses along Calle Ocho banks in urban areas and the Dade County’s Cultural Affairs and is remarkable in the art, gift shop, difficultly of identifying receiving local arts organizations need to and restaurant sector that cater to zones in Miami remains, the develop a plan that will help the the increased interest in all things concept is worth consideration. Gusman develop a niche that will Cuban. ensure the long-term viability of the Gusman Theater as an arts venue. Savvy business owners have used Downtown paint, creative signage, and The Miami Downtown Partnership excellent merchandising to open Downtown Miami is changing has done an excellent job unique stores that are creating an rapidly with major residential and organizing promotional events and attractive commercial district. commercial projects. The northern marketing downtown. The These signs, paint colors, awnings, section of Downtown is being Downtown Development Authority and gates are sympathetic to these transformed the Performing Arts should continue to support these simple but historic building Center. However, at street level, efforts. While the Miami Downtown facades. The City should abandon Downtown Miami looks dingy and Partnership focuses on marketing the current Latin Quarter design retail stores look unattractive. efforts, the Downtown guidelines in favor of more creative Years ago, downtown merchants Development Authority should and historically sympathetic design could count on wealthy tourists focus on retail recruitment, With it’s guidelines. from South America, but those knowledge of available space, days are gone. Retail merchants building facts, and contacts with need to refocus on downtown city politicians, staff, and property workers, new residents, and yes, Edgewater owners, the DDA is in a unique tourists. The heart of the retails position to reposition downtown The Edgewater neighborhood has district and the heart of Downtown suffered a great loss of historic with a more stable retail Miami is Flagler Street. With a environment that accommodates resources and residential healthy and vibrant center, character. As a result of not just tourists, but workers and Downtown Miami’s retail can the thousands of new residents development pressures, many of become an important focal point the resources previously identified moving downtown. once again. The team in surveys have been demolished, recommends that the Downtown either by intent or neglect. The Development Authority focus its primary mechanism for the

5 Miami’s Preservation Development Initiative – Summary

“Miami Legacy” Cultural from the neighborhoods and When its services for refugees citizens. were no longer necessary, Heritage Tourism Freedom Tower was closed down The average visitor to Miami is a in the mid-70s. After being bought well-educated, high-income big- Freedom Tower and sold many times in the coming spender. So, too, are cultural years, the building fell further and heritage tourists. Miami’s rich One of Miami’s most recognizable further into disrepair. cultural heritage– diverse cultural and historic buildings is the neighborhoods, each with a unique Miami News Building, better known In 1997, Jorge Mas Canosa, story to tell – is relatively as “Freedom Tower”. The Chairman of the Cuban-American unexplored by most visitors to the Freedom Tower was built in the National Foundation (CANF), area. The Miami area is already Mediterranean Revival style in purchased the building for $4.1 established as a major visitor 1925, when it housed the offices of million. Since Mr. Mas’ death, his destination with recognized the Miami News & Metropolis. It is family has promoted the site as a attractions, committed leadership said that it was inspired by the Cuban-American Heritage site. and a state-of-the art Conventions Giralda Tower in Seville, Spain. Using sketches, blue prints and and Visitors Bureau. While anecdotal evidence, architect Raul Miamians are proud of their Rodriguez made plans to rehab diverse heritage, cultural heritage the tower. The plans included a tourism faces some challenges. first floor public museum detailing Many of the historic buildings are such things as boat lifts, life in pre- gone, although the heritage and and post- Castro Cuba and the stories remain. Heritage has not advances made by Cuban been a major part of the Miami Americans in this country. tourism product. To expand the Although the initial rehab began, cultural heritage tourism market in the project is not completely Miami, the team focused on finished and remains mostly developing the product, developing vacant. The first floor space has visitor readiness to experience the been used for a few exhibits (such product and creating marketing as the one on Castro regime strategies to identify Miami’s Freedom Tower abuses to coincide with Pope John cultural heritage offerings. Paul’s visit to Miami and Havana) When the newspaper went out of and special events (such as the The assessment team report business in the 1950s, the building recent memorial service for singer recommends the development of lay vacant for some time. When Celia Cruz). the “Miami Legacy Project”, a the Castro regime came into power community cultural heritage and political refugees flooded The Historical Museum of South tourism program that opens South Florida looking for a new Florida is interested in moving to opportunities for visitor start, the tower was taken over by the building. If that occurs, it could experiences throughout the City. the U.S. government to provide be an opportunity to tell an The focus of the Legacy project is services to the immigrants. It American story of Cuban refugees the “Legacy Center”, a location in contained in-processing services, escaping oppression and building each participating community that basic medical and dental services, a new life in Miami. It could also be includes a visitor center records on relatives already in the part of the ‘Miami Legacy’ program component, interpretive museum U.S. and relief aid for those outlined in the section of the report explaining the cultural heritage of starting a new life with nothing. For on Cultural Heritage Tourism. the community and telling its many thousands of immigrants, Whether the purchase by the ‘stories’, ticket sales to events and became a symbol of America’s Historical Museum occurs or not, sites, tours, maps, audio and support in their time of need. It the Freedom Tower is an important walking tours. By using the Legacy became known as the “Freedom part of Miami’s history and project to brand communities, Tower” – the Ellis Island for deserves a use that tells this story. Miami will make it easier for Cuban-Americans. visitors to experience and learn

6 Miami’s Preservation Development Initiative – Introduction

In May, 2002 Miami was named example, completing an inventory of available historic resources is as a demonstration site in the necessary before designating National Trust for Historic additional historic districts. In other cases, the recommendations Preservation’s Preservation represent a web of activities that Development Initiatives (PDI) are mutually supportive, such as creating a comprehensive program program. The PDI program, of commercial and residential made possible by a grant from revitalization activities in Little Havana. the John S. and James L. Knight

Foundation, is designed to Miami Preservation incorporate historic Development Initiatives preservation into community Partnership and economic development Although the City of Miami was responsible for bringing the PDI strategies. program to Saint Paul, The Historic Preservation Office of implementation is a community- the City of Miami submitted the wide task. Preservation-based proposal on behalf of the City development is most successful Manager, to participate in the PDI when the public, private, and non- program as part of its ongoing profit sectors work together. The mission to encourage historic National Trust’s PDI team wishes preservation in the City of Miami. to thank all of the people and organizations that helped develop this report. In particular, the PDI Comprehensive Historic Preservation office Preservation Assessment provided extensive support, As part of the PDI process, a team information, and effort to make this was assembled in July 2003 to assessment a thorough tool. The assess opportunities for enthusiastic support of many City preservation-based community officials, including the Mayor, and economic development in Commission and City Manager Miami. This report represents the was very encouraging. The City of observations and recommended Miami should assemble a strategies by the multidisciplinary Preservation Development team. The recommendations are Initiatives Partnership group to based on a review of written guide the implementation process. materials, interviews, site visits, and a collaborative process, working with the City of Miami, community development organizations, the Dade Heritage Trust and private sector groups and individuals.

The recommendations contained in this report form the basis for an overall strategy for preservation development. In some cases there will be an obvious implementation order to the recommendations. For

7 Miami’s Preservation Infrastructure

relationship between historic Historic Preservation Office The National Trust’s preservation and local education (SHPO) and Dade Heritage Trust assessment team was charged programs, and a statement of an to education property owners to examine preservation in agenda for future action.” about the National Register Miami and to see how it could process and benefits of listing. be integrated and used as a tool This comprehensive and holistic Listing on the National Register is in economic and community document will not only guide the largely an honorific. It does not revitalization. As part of that efforts in the communities studied limit private property rights in any effort, the team examined by the Preservation Development way. And listing on the Register preservation infrastructure in Initiative, but will place those can make properties eligible for both the government and non efforts into a larger context; it will Federal Rehabilitation Tax Credits. profit sectors. The following coordinate efforts within observations and communities and undertaken by recommendations have to do various entities and it will provide with a methodology for for measurable benchmarks to Local Historic Designation preservation which basically gauge progress. follows the pattern of identify, The City of Miami should evaluate and treat; followed by designate all eligible city owned broader recommendations Survey properties as locally historic and concerning specific should encourage owners of preservation tools and areas Miami has an opportunity at this individually eligible properties to do where we saw overall needs. juncture to capitalize on current the same. It should work with survey work on the city and the community organizations to county level. The city should work educate property owners and with the Dade County survey effort residents in potential districts Preservation plan to insure that survey work is about local designation and While interviewees referenced an coordinated and not duplicative. promote local historic district “old” preservation master plan, the Architectural surveys and designation in partnership with only planning documents accompanying reports can provide neighborhood organizations. concerning preservation provided a great deal of information about to the assessment team were historic resources in an accessible Where possible the City and local selections from the City’s format. Miami incorporates survey organizations should provide Comprehensive Plan, and various data in the City’s GIS system but it support and technical assistance site and neighborhood specific is not necessarily widely to individuals seeking local or plans. We recommend that a accessible. In Leon County, National Register designation for preservation plan for the City of Florida the data is available not their properties. Miami be prepared and adopted as only on the local government’s part of the Comprehensive Plan. system but over the web as well In all designation efforts the We also recommend that the plan (http://tlcgis6.co.leon.fl.us/website/ distinction between local and be composed of the elements historicweb/indexltg.htm) and this National Register designation recommended by the National could be a useful model for Miami. should be made clear and can not Trust and American Planning be communicated enough. There Association’s joint publication is a great need for constant Preparing a Historic Preservation continuous education about Plan, namely “goals, definition of National Register various designations and what historic character, summary of past they entail. The city has produced preservation efforts, survey of Designation a several attractive and informative historic resources, explanation of The City of Miami should nominate publications that address this as legal basis, discussion of the all eligible city owned properties well as a website. However, the relationship between historic and potential districts to the need for continued communication preservation and other land-use National Register of Historic and training is constant and should and growth management authority, Places. Additionally it should include outreach to civic leagues, explanation of public-sector encourage owners of individually neighborhood groups, service responsibilities, discussion of eligible properties to do the same. organizations and the like. incentives, summary of the It should work with the State

8 Miami’s Preservation Infrastructure

adjusted to include an affected encouraged to provide links from property owner. their sites to the city’s preservation Historic Preservation site. Also there should be an initial outreach campaign to introduce Ordinance Guidelines the new guidelines to civic The City of Miami has an leagues, community organizations, established historic preservation While the ordinance does lay out developers and architects. ordinance that is clear and the process for obtaining a comprehensible. It explains the certificate of appropriateness process for designation, for (COA), its only guidance for actual rehabilitation is a reference to the requesting a certificate of Code enforcement appropriateness for work to a U. S. Secretary of the Interior’s designated property, the appeals Standards for Rehabilitation and Code enforcement can be a boon process, as well as explanations of Guidelines for Rehabilitating to preservation by requiring economic hardship provisions and Historic Buildings. Draft guidelines property owners to achieve a basic public hearing procedures. The for the locally designated historic maintenance standard for historic ordinance is notable for including a districts exist but they have yet to properties thus preventing cases of proviso for the designation of be revised, published and “demolition by neglect.” However, historic interiors. propagated. This should be done ultra-rigorous code enforcement as soon as possible. Without can lead to the designation of Interestingly, it has an unusual guidelines, home owners, potentially salvageable buildings proviso that requires a significant developers and investors will be as “blighted” encouraging financial outlay to those appealing hesitant to rehabilitate properties demolition over rehabilitation. designation or decisions regarding within the districts as there will still certificates of appropriateness. be a large “uncertainty factor.” The City of Miami has a system However there is also a where locally designated disincentive for designation as Illustrated guidelines which discuss properties are “flagged” and well, as an applicant must the architectural styles and referred to the City Historic underwrite the costs of notification predominant features and Preservation Officer before any to owners of properties in proximity materials in each community and permits are issued. However, to the property proposed to be provide guidance for appropriate eligible but undesignated designated. Another unusual rehabilitation with illustrated properties are not flagged. Thus aspect of the ordinance is the examples of both appropriate and many significant properties are proviso that interested parties may inappropriate work allow for vulnerable to demolition and be included in mailings for public property owners to proceed with abuse. This situation needs to be hearings after paying any confidence in developing plans rectified. “established fees.” and specifications for work. It also alleviates concerns of developers Although the building code in There are specific requirements for for whom opacity about Florida has provisions for flexibility membership of the Historic and requirements would be a in dealing with historic properties, Environmental Preservation Board, disincentive to working in Miami-Dade County alone has a however notably absent is any established districts. This opacity specific requirement for product requirement of representation by could also lead developers and testing of building components. residents or property owners in property owners to oppose future This requirement was established designated districts. local designations in the wake of Hurricane Andrew. Representation from affected While it may indeed provide districts on a review board Once guidelines have been additional protection for persons generally improves communication developed and approved, they and property in the event of severe with designated districts and adds should be put on the preservation weather, it also greatly limits the to the decision making process the division’s website and translated options of those rehabilitating voice and perspective of someone into Spanish in order to make them historic properties and often who is personally affected. The readily available to a broad public. prohibits them from using board requirements should be Neighborhood groups active in historically appropriate materials local districts and preservation and components which have not organizations could also be undergone the expensive and

9 Miami’s Preservation Infrastructure

extensive product testing process. financial incentive for rehabilitation. The plan should address Many other communities with While some of the current process organizational and operational similar exposure to hurricanes is established by legislation, it is capacity in terms of funds and have addressed life safety cumbersome and City and County personnel for an easement concerns in ways that have not as officials should examine methods program, policies and procedures severely limited options for historic of streamlining the process such for accepting and administrating building rehabilitations and the city as joint city county preservation easements (including funding tied and county should examine board meetings to consider to easement donations for alternatives. approval (or allowing it to be done administration) as well as on an administrative level). While marketing the program to property some may argue that the process owners. Zoning is a deterrent to applicants, every incentive that can be offered to A strong easement program not In most of the City, and certainly in property owners to rehabilitate a only protects properties in the specific study area, the existing historic property should be made perpetuity, it can also provide tax zoning envelope allows for a available benefits to property owners both in potential maximum build out that is terms of a charitable donation of staggering. The implications of the property interest and due to a this potential being actualized are Easements reduction in a property’s value myriad, but for the purposes of this which can affect both property and study have a direct impact on the One of the most powerful and ultimately estate taxes. A feasibility and probably of often underutilized tools for reduction in property value can incorporating preservation into the preservation is the use of sometimes make a property a City’s economic and community covenants and easements. The better candidate for rehabilitation revitalization. Modest historic City of Miami and non profit as the cost basis has been buildings which are lots zoned for organizations such as the Dade lowered and the ultimate much greater density are generally Heritage Trust should explore an profitability has a lower threshold. taxed and priced at a level expanded easement program. The reflecting that build out potential. Dade Heritage Trust currently Thus a developer may not be able holds 5 easements and could be to rehabilitate the existing historic the best primary easement holder Revolving Funds building as the zoning and under such a program. However A revolving fund, like an easement associated costs would require the there will be opportunities for other program, is a powerful but often lot be developed to something organizations to hold easements or underutilized and misunderstood closer to its “highest and best use.” to have joint easement holders, preservation tool. The Dade Additionally, historic properties are depending on the specific Heritage Trust is the recent purchased by investors with situation. recipient of a $700,000 corpus for speculative interests who often do such a program. They have not maintain them. The City of There should be a strategic recently invested in their first Miami should commission a study proactive plan for identifying property, a bungalow in East Little to examine its existing zoning, potential easement properties and Havana. This first project will be consider all of the implications of a priorities developed based on an opportunity for Dade Heritage complete build out scenario, and issues such as the relative Trust to refine the policies and carefully weigh the option of significance of certain properties, objectives of their program, making reconsidering the current zoning eligibility criteria, threats to adjustments based on the through out the city. properties and relationships with experience gained during the property owners. The plan treatment and resale of the however should allow for flexibility property. It is also an opportunity City ad valorem tax relief and capacity to act on unexpected to seek out new and perhaps non opportunities as they arise and traditional partners with missions Currently Dade County has those who develop and implement that intersect due to location, instituted ad valorem tax relief for the plan should be aware and treatment, and ultimate use of the rehabilitation of designated historic watchful for these opportunities. property. properties. Miami should do the same in order to provide additional

10 Miami’s Preservation Infrastructure

Communication later. A good example or Workshops on local designation, opportunity for this sort of the National Register of Historic Communication is a vital piece of communication is working with the Places, the Secretary of the any successful preservation Orange Blossom Trail initiative to Interior’s Standards, the Section strategy. During the course of the insure that their historic marker 106 process, funding for assessment team’s visit, we program will be effectively preservation, building codes, etc discovered that there are integrated into other programs. are all likely topics. A regular opportunities for improved consistent program of communication that would further One way to improve presentations will not only meet the integration of preservation into communication and collaboration CLG requirements, but will also the City’s economic and in addition to the website and the provide opportunities to dispel community revitalization efforts. various publications produced by common myths among the general One step in the right direction is individual groups is to convene a public, will give citizens tools for the city’s new website, regular meeting of organizations participating in the preservation http://www.historicpreservation that are both preservation focused process, will provide opportunities miami.com/ and those whose work impacts for media exposure, will help build

historic resources. These stronger partnership among However it is clear that there is still meetings should be facilitated by a organizations and individuals, and much to do in this regard. There independent organization and will further a preservation ethos in are many individuals and designed to not only allow various the community and create an organizations and City groups the opportunity to educate informed citizenry. departments whose interests and others about the mission and efforts have an effect upon and accomplishments, but to explore affect historic resources. It was current issues and events and to clear during the assessment visit Advocacy brainstorm together about potential that many organizations were developments. The meetings With communication and training, unaware of the actions and roles of should be regular, well publicized, organizations and citizens are other organizations with whom we run efficiently and minutes should better prepared and equipped for met. This is a missed opportunity. be kept and distributed between advocacy. From our interviews, it When organizations (and meetings. is out understanding that there is individuals) are familiar with the not consistent representation from roles and missions of others, and the “preservation community” at when there are for interactions and public hearings, meetings and improved communications, Training Historic Environmental Review opportunities for partnerships An issue closely allied to that of Board Meetings. An organized which leverage the funding, time, communication is training. In order and consistent presence at all of and resources for preservation for a city to have a strong these types of meetings, not just projects are created and more and preservation ethos, there needs to the meetings dealing with better quality programs are be an opportunity for constant and controversial issues, is very implemented. continuing education. As a important. First it insures that the Certified Local Government (CLG), preservation community at large Additionally, these sort of Miami’s HEPB is required to have (perhaps as represented by an cooperative ventures build a annual training. There are great organization which then broader constituency for opportunities to partner with other communicates to its membership preservation as a whole and organizations such as the Dade and the community as a whole) is contribute to a strengthening of a Heritage Trust, University of aware of issues from their early preservation ethos within the Miami, The State Historic stages and can participate community at large. Preservation Preservation Office, National effectively and pro-actively in becomes truly integral to a variety Association of Preservation addressing the issues. Second, it of projects rather than an isolated Commissions, the Florida Trust for creates an understanding in the aspect that can seem to some as Historic Preservation, minds of other participants, that irrelevant. Also individual projects neighborhood groups and others to the preservation community is a can be planned and coordinated share these opportunities with a player and will be at the table and so as to dovetail with projects that wider public. involved. Finally, it gives the are larger or will be implemented preservation community

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experience that I can share with other communities experiencing similar issues.

Capacity In both the governmental and non profit sectors the issue of capacity is paramount. Without sufficient resources, new programs and initiatives can not be instituted and existing programs can not be carried out effectively. Until recently two key players, the City’s preservation department and the Dade Heritage Trust had only one professional staff person apiece. Thus both were severely restricted in their capacity particularly relative to the size of the City of Miami and the number of its historic resources. This resulted in a limited ability to serve constituents and may have created a perception that the organizations were not particularly engaged or user friendly.

Funding is also a part of capacity. Recently the preservation department received CDBG funding for surveys and designation reports. This funding also supported several publications and the website addressing something of a backlog in survey, evaluation and communication needs. Dade Heritage Trust also struggles with funding issues. While the organization has participated in a number of strategic planning retreats, perhaps they would benefit from some specific fundraising training for their board

12 Miami Historic Neighborhood Revitalization

On the first day of the economic development along its Corporation, and the Trust for commercial corridors. We met Public Land. Some of the Preservation Development with several faith-based non-profit Partnership's proposals include Initiative Assessment, the City housing developers, including St. large scale development along the John's, St Agnes, Bethel AME, and railroad tracks to the east, smaller of Miami provided an overview Mount Zion. These churches have scale development around the tour that encompassed active community development Dorsey House, and mixed-use corporations that are working to development along Second and Overtown, Lummus Park, build new affordable housing on Third Avenues with commercial on Highland Park, and East Little vacant parcels in the the ground floor and residential neighborhood. In addition, we met units above. More high-density Havana. This aspect of the with the Black Archives History development is proposed east of assessment considers how and Research Foundation, another the railroad tracks near the non-profit organization that is the Performing Arts Center and Design historic preservation could be repository for local history and has District, creating a link between the used as a tool to promote created a vision to develop the neighborhoods. Along the heritage tourism potential of the expressway, greenways are community and economic neighborhood. proposed. Some consideration is development. Based on the also being given to creating linkages to the hospital complex team’s observations and and Civic Center to the west of interviews with local Overtown. stakeholders, the two Habitat for Humanity is also active neighborhoods that have the in the neighborhood. Habitat received $1.4 million through the best potential to use historic Knight Foundation to build 34 preservation as a development houses in Overtown. Twenty-two have been completed to date. tool are Overtown and East

Little Havana. More general Ward Rooming House The Black Archives serves as a repository for photographs and observations about some of the Several of the local non-profit manuscripts relating the history of other neighborhoods we saw or organizations have formed Miami's African American community. This organization has heard about are included below. coalitions such as the Overtown Civic Partnership and Design been the catalyst for the Center. This organization is redevelopment of local landmarks working with residents to plan such as the Lyric Theater. The Overtown future housing, economic theater, which has been described as Miami's equivalent to the Apollo Overtown is the historically development, infrastructure improvements, and job training. Theater in New York, has been African-American community in restored and re-opened in 1999. It downtown Miami. As Miami was The Partnership is an initiative of the Collins Center for Public Policy is currently undergoing expansion developing around 1910, the city's to enhance its viability. The Black black residents were allowed to and is funded by the Knight Foundation. The member Archives was also instrumental in purchase land only in one the reconstruction of the historic designated quarter of Miami's organizations are: Bethel AME Community Development Dorsey House, the home of municipal limits, which became Miami's first Black millionaire. The known as Colored Town. The Corporation, Black Archives History and Research Foundation Lyric and the Dorsey House are name was later changed to the anchors of proposed Historic Overtown. It is located close to the of South Florida, Human Services Coalition of Dade County, Local Overtown Village, which consists downtown core and is easily of the two blocks surrounding accessible by the freeway. It is Initiatives Support Corporation, Overtown Youth Center, St. John these landmarks. The Village primarily a low-income community would celebrate the rich and varied in need of affordable housing and Community Development

13 Miami Historic Neighborhood Revitalization

history of the development of this is a costly venture and is not maximize the development Overtown, and would become a preservation in a traditional sense. potential for each site, tourist destination. there is a risk of over- developing the Overtown is home to several Observations: neighborhood and losing historic churches, including the feel that the Greater Bethel AME Church and • Overtown poses a neighborhood had St. John's Baptist Church. The historic preservation historically. At the same neighborhood also has plans to challenge in that much time, there are restore some of the remaining of its built environment tremendous opportunities historic landmarks such as the Old has been lost to and there is a strong Police Precinct, the Dorsey demolition. Without a dedication to rebuilding Library, and the Ward Rooming concentration of historic Overtown. House. buildings, the opportunity to use local or National • Overtown has a The city has focused its resources Register historic district significant amount of on the neighborhood through the designation is lost. The social history that can Community Redevelopment relocation of historic be shared and Agency and Empowerment Zone housing stock is not an preserved. The Black designation. There are ideal preservation solution, Archives has taken a Neighborhood Enhancement given the expense and the leading position to Teams (NET) that work with the potential for a result that document and archive the neighborhood-based non-profits to looks contrived. Even if history of the direct and fund new development, there was a concentration neighborhood. In addition, directing funds into the of historic housing stock, the Black Archives has neighborhood. most of Overtown's developed a plan to create community development the “Folklife Village” which The neighborhood has been corporations do not have includes a visitor center, decimated by the freeway and significant experience with research facilities, earlier urban renewal efforts. historic rehabilitation. entertainment venues There are large swaths of vacant (including the restored and land and the remaining historic • The freeway cuts augmented Lyric Theater), building stock is scattered through the middle of historic markers, and other throughout the area. As is the the neighborhood, ways to encourage tourist case in many of Miami's creating a physical and and local visitation to the neighborhoods, the city's zoning psychological barrier neighborhood. The ordinance encourages large-scale within the community. renovation of the Lyric development. Most developers Theater and the want to maximize the density • There are significant reconstruction of the allowed for the vacant parcels. tracts of vacant land and Dorsey House With no design guidelines and no the current zoning demonstrate the concentration of historic building encourages demolition neighborhood's ability to stock, there is the potential for the because it allows higher realize a vision. The Lyric, re-developed Overtown to lose any density than the typical in particular, has the remaining semblance of the residential potential to be an anchor historic neighborhood that it once neighborhood scale. for the neighborhood and was, save for the replication of The non-profit developers a reason for visitation. some of the historic stock and the of affordable housing are However, the types of renovation of the area's existing focused on the human venues for a theater of this landmarks. Although there was needs of the community size may be limited. The some discussion of relocating and want to provide Black Archives is existing historic housing to decent and affordable considering the Folklife concentrate it in a particular area, housing. However, with Village as a venue to everyone wanting to attract heritage tourism,

14 Miami Historic Neighborhood Revitalization

and the overall plan • The proposed plans for Lyric Theater includes ways to engage the neighborhood are future tourists. The Black broad and include Recommendations Archives is also a strong commercial advocate for the remaining development to support historic landmarks in the residents, as well as Recommendation #1: Overtown Overtown, making sure future visitors to the should focus its historic that these resources are neighborhood. The plans preservation efforts on its few included in the planning for a pedestrian mall along remaining landmarks: the Lyric efforts for the area. 9th Street, which entails re- Theater, the Old Police Precinct, developing an unused and the Dorsey Library. If • There is a strong existing pedestrian mall renovation or restoration is coalition of that is currently an feasible, the Ward Rooming House neighborhood eyesore and attraction for should also be included. Historic organizations with a homeless people, markers, a heritage trail, or a shared vision for represents the holistic heritage booklet are tools that redeveloping the approach to revitalizing the could be used to promote heritage neighborhood. With neighborhood. tourism and interest from local partners such as LISC and residents. the City of Miami, there is • There are opportunities an opportunity to stabilize to link Overtown to Recommendation #2: The the area by developing activities occurring in immediate focus should be on vacant parcels and re- adjacent areas. The the completion of the Lyric creating sense of neighborhood is located Theater and securing the funding neighborhood. However, close to downtown and to operate the theater and cover without design guidelines can be accessed through any possible deficits. The theater and with the current public transportation and has the potential to be an anchor zoning, there is a risk that the freeway. It is located for other development in the the volume and density of near the new Arena, the neighborhood, but initially may be the new development will Performing Arts Center, the only destination that visitors permanently erase any the 11th Street are attracted to. Successful sense of what the Entertainment District, and programming will be a key to neighborhood once looked the government and success. The theater should be like. With so little historic hospital complexes to the managed by a professional entity building stock left, it is west. with experience in theaters of this difficult to engage size. This will be necessary in residents in a discussion • The City of Miami has order to maximize the use and about historic devoted significant profitability of the theater. preservation. It may be financial resources to the that residents would prefer neighborhood and Recommendation #3: The Black the newness of the supports the local Archives should continue to planned development and neighborhood explore opportunities for have no interest in what organizations. Heritage Tourism in the the former built neighborhood. While there are environment looked like. some aspects of the Folklife This raises a question of Village that seem reasonable to how to incorporate any pursue, the project should be remaining historic divided into phases so that it does buildings into areas that not get ahead of the planned consist of primarily new housing and commercial construction, without a development. Until there is an result that looks contrived. overall improvement in the appearance of the area, it will be difficult to successfully attract

15 Miami Historic Neighborhood Revitalization

tourists and other visitors. appropriate architectural scale and government center to the west Ancillary businesses are also in the neighborhood. Incentives of the neighborhood. Overtown needed to give tourists and visitors should be offered to developers, if should consider linking future a place to shop. Therefore, all necessary, to encourage less restaurant and nightclub plans should be closely dense development. development to the 11th Street coordinated with other economic Entertainment District. This could development activities. Once the Recommendation #6: Develop become the creation of a corridor neighborhood starts to develop design guidelines for new that emanates from the Lyric and stabilize, it will be more construction to help the Theater. With the Performing Arts practical to examine the demand neighborhood re-build in a Center close by, there may be for other tourist venues such as similar scale and with similar opportunities to consider cultural bed and breakfasts, restaurants, architecture as the historic venues to compliment the Center. etc. After promoting the historic neighborhood used to be. Creating these links may also resources such as the library or a Large-scale townhouse result in employment opportunities heritage trail, the Black Archives development should maintain the for neighborhood residents. can better gauge the use patterns street grid to encourage pedestrian and level of interest, valuable movement around the Recommendation #9: Support information to have prior to neighborhood. Habitat for the Orange Blossom Trail. So embarking on new development. Humanity has done a good job far, there is no coordination The National Trust can direct the building affordable housing in a between the Orange Blossom Trail Black Archives to resources such style that is similar to the housing Initiative and the Black Archives. as Pathfinder, a travel and tourism stock that has been lost. Design Although the Black Archives may magazine that caters to African guidelines can help refine be planning a more expansive Americans. architectural options, while African-American trail, some sites considering the affordability needs should also be designated as Recommendation #4: The of the neighborhood. Orange Blossom Trail sites. community development Without the African-American corporations and other Recommendation #7: The City sites, the Orange Blossom Trail neighborhood organizations should be encouraged to take a will be incomplete. The team should continue to collaborate holistic approach to the encourages the Black Archives to to develop a sound master plan neighborhood by providing low- become involved in this effort. for the neighborhood that cost financing for new includes rental housing, affordable construction, subsidies for first- for-sale housing, market rate rental time homebuyers, incentives for East Little Havana and for-sale housing, and appropriate commercial neighborhood-serving commercial. development, increased code East Little Havana was traditionally The new development should enforcement, increased police the neighborhood Cubans radiate from the core of the presence, complimentary gravitated toward when the wave neighborhood (i.e. the area around infrastructure improvements, of immigration started in the late the Lyric Theater) so as to provide upgrade of existing public school 1950s and early ‘60s. Although a safer and more attractive facilities and/or a charter school. the neighborhood retains much of neighborhood to support increased By focusing multiple resources on its Cuban heritage, it is fast visitation. Whenever possible, the neighborhood, the City can becoming home for a new wave of new housing development should help promote a desirable Spanish-speaking immigrants from integrate affordable and market neighborhood to live in and visit. Central and South America. The rate housing so as to not create a neighborhood is low to moderate- concentration homogeneous Recommendation #8: There are income and much of the housing residents. opportunities to create links stock is owned by absentee with the neighborhoods and landlords. East Little Havana has Recommendation #5: Current facilities located around maintained much of its historic zoning should be evaluated and Overtown. There may be an housing and includes a mix of some consideration should be opportunity to work with the housing types, from bungalows to given to down-zoning, in some University of Miami to link small garden apartments. cases, to maintain an Overtown with the medical campus

16 Miami Historic Neighborhood Revitalization

East Little Havana is located close also noted that many of the multi- to downtown and has good access family buildings in East Little from the freeway and public Havana consist of small one- transportation. Calle Ocho, the bedroom apartments, which are neighborhood's main commercial difficult to market or accommodate corridor is vibrant with stores, families. The Miami Beach gathering places such as the Community Development domino park, and the Tower Corporation is also working in East Theater. Nearer to downtown Little Havana and is the only non- stands the Freedom Tower, an profit housing developer identified important symbol of a new life in that has an interest and America. experience with historic preservation. Even though the neighborhood retains a large inventory of historic The Dade Heritage Trust has properties, no work has been done purchased a Belvedere Bungalow to date to move toward local or in East Little Havana, and has National Register historic district plans to restore it. They have designation. In addition to the partnered with an environmental language barrier, the assessment organization and will make the Little Havana Apartment raised the issue of how the project of demonstration of "green" Building restoration, incorporating energy residents, or former residents, of efficiency and environmentally- East Little Havana feel about the The Miami Beach Community sensitive features into the plans. preservation value of the Development Corporation has There are approximately 150 neighborhood. For some, there is been working in East Little Havana additional bungalows in the no desire to return to the on a survey of historic properties, neighborhood. However, land neighborhood that represents a as a first step toward possible local costs are high and rather than humble beginning in the United or National Register historic renovate, most owners would States. For others, there is pride designation. They have prefer to sell and make way for in the cultural strength of the established partnerships with local demolition, allowing denser neighborhood and there is a desire organizations such as the Latin development. The neighborhood is to preserve its history. Quarter Cultural Center. The impacted by the same zoning Miami Beach CDC would like to issues discussed above. The Like Overtown, the non-profits approach the Knight Foundation Dade Heritage Trust suggested working in the neighborhood are for a matching grant to develop a that assistance is needed with focused on providing for human program to renovate the mobilizing the community to look at needs: social services, affordable bungalows in East Little Havana renovation of existing properties housing and jobs. Greater Miami and to initiate a discussion about Neighborhoods (a community There is strong support from the the benefits of historic development corporation) is city to revitalize East Little Havana. preservation. They also suggested headquartered in East Little Commissioner Sanchez considering incentives to Havana, as is the East Little understands and supports the encourage preservation. Havana Community Development value of historic preservation. The

Corporation. Both non-profits are neighborhood is a HUD-defined focused on new construction on Homeownership Zone and a vacant parcels of land. This is planning study has been partly related to the zoning completed that focuses on regulations, which again, economic development. encourage developers to maximize development. The Greater Miami Neighborhoods has noted that Observations renovation is expensive due to the • Of all the neighborhoods building codes (requiring extensive that the team toured, hurricane reinforcement). They East Little Havana

17 Miami Historic Neighborhood Revitalization

seemed to have the most a discussion about historic Tower Theater. They are potential (with regard to preservation. It is also also a local partner with remaining building stock) likely that with the current the Latin Quarter Cultural for a preservation initiative. zoning density and with no Center. There is a mix of modest incentives to consider single family and small preservation over new • Greater Miami multifamily buildings. construction, housing Neighborhoods is active There is a vibrant developers will continue to in East Little Havana and commercial corridor prefer developing vacant is headquartered there. running through the parcels of land. However, their focus is on neighborhood. There is new construction strong support from the • There were mixed affordable housing. They local Commissioner. comments about how find rehabilitation to be too There are several current or former expensive for affordable community-based residents of East Little housing, given the high organizations working in Havana feel about land prices and the high East Little Havana that preserving the cost of acquisition. Their could be positioned to neighborhood. Because interest is in assembling focus on a demonstration it serves as an entry point land or larger existing project in the for many Latino buildings for condo neighborhood. immigrants, some feel that conversion. They find that it is a sign of progress to the small apartment • Most of the affordable move out of the buildings that are housing developers neighborhood. prevalent in ELH are working in East Little Alternatively, the team difficult to rehab because Havana are not heard that some younger the units are typically interested in Latinos have an interest in efficiencies and one- rehabilitating historic returning to East Little bedroom units, which are buildings. They have Havana and may be more hard to market for cited high acquisition likely to see the benefits of affordable housing. In costs, expensive land historic preservation. addition to developing values, zoning regulations, affordable housing, lack of parking, Florida • The City has focused Greater Miami building codes, and an resources on the Neighborhoods provides abundance of small one- neighborhood such as a housing counseling and bedroom apartment units Homeownership Zone, A lending services. They as some of the Neighborhood have also initiated the ELH impediments to Enhancement Team, a Digital Community (funded considering historic planning study and an by the John S. and James preservation. economic development L. Knight Foundation) that study. connects low-income families to the internet. • There is currently no • Miami Beach Community preservation ethic in Development • Dade Heritage Trust has East Little Havana. Like Corporation has the best purchased a Belvedere in Overtown, the potential to take the lead bungalow in East Little community organizations in rehabilitation of Havana as a are more concerned with historic housing stock in demonstration of historic human needs such as East Little Havana. They preservation and “green” affordable housing, social have done a preliminary development. If properly services, and job creation. historic survey of the promoted, this project One would have to start neighborhood and held the could be a catalyst for from the ground up to Miami Urban Renaissance developing additional engage the community in Conference there at the

18 Miami Historic Neighborhood Revitalization

bungalows in East Little Get local residents to participate in (design guidelines), Greater Miami Havana. the historic research and Neighborhoods (housing nomination process. counseling and financing), Dade • There is a high rate of County Heritage Trust absentee ownership and Recommendation #3: Consider (preservation education), and the there are no incentives to forming a neighborhood City of Miami (financial incentives). encourage landlords to preservation organization that renovate their properties. can reach out into the community Recommendation #6: Publicize to develop pride and to determine preservation activities and relate • Parking requirements the most important neighborhood them to other activities are difficult to meet, with features that the residents may be occurring in the community. For little land available for off- interested in preserving. Form a example, if there is a street street parking collaboration of neighborhood festival, connect it to a walking tour . residents, local community of the newly formed historic • Immigration status can development corporations, district. pose problems with preservationists, and city readiness for government to develop affordable Recommendation #7: Encourage homeownership and housing design guidelines for the the City to take a holistic possible cultural and newly created historic district. approach to the neighborhood language barriers must be Publish all materials in Spanish by providing low-cost financing for addressed. and English, and include a broad new construction, subsidies for education and outreach first-time homebuyers, incentives • Zoning encourages large component to ensure that the for appropriate commercial scale development and is guidelines are understood and development, increased code a disincentive for historic followed. enforcement, increased police preservation. The building presence, complimentary codes are a impediment to Recommendation #4: Provide infrastructure improvements, affordable historic financial incentives to existing upgraded existing public school preservation initiatives. single family and multi-family facilities and/or a charter school. owners to encourage historic By focusing multiple resources on preservation. This could be in the the neighborhood, the City can form of tax incentives, low-interest help promote a desirable Recommendations loans, or matching grants. The city neighborhood to live in and visit. Recommendation #1: Start with should take the lead and devote a a grass roots education process portion of its CDBG funds to Based on the team's tours and on historic preservation and its provide such incentives. Again, interviews, there are some general benefits. It is possible that the the newly created historic district observations and Miami Beach Community could be used as a demonstration recommendations as well. Development Corporation could to show how such incentives can partner with the Dade Heritage promote preservation and neighborhood revitalization. A Trust on an initiative to introduce Other General successful demonstration can be East Little Havana to preservation. used to promote historic Observations: The Belvedere bungalow that Dade preservation in other • High density zoning is a Heritage Trust purchased could be neighborhoods around the city. significant threat to used as an example. historic preservation Recommendation #5: Encourage throughout the city of Recommendation #2: Designate Miami Beach Community Miami. It rewards a small portion of the Development Corporation to demolition and is a neighborhood as a local historic work with other local non-profits disincentive for historic district (perhaps concentrating on to develop a comprehensive preservation. the area with the highest housing program in East Little concentration of bungalow houses) Havana. Potential partners might • Lax code enforcement and use this as a demonstration. include the University of Miami and insensitive

19 Miami Historic Neighborhood Revitalization

placement of major More resources need to be the area. They would like highways have resulted in devoted to preservation to move quickly to mass demolition over the education. There is no establish a community years. Building codes current historic development corporation. enforcement and preservation master plan The university could also transportation planning for the city, which has provide additional can have a significant, resulted in disjointed neighborhood assistance negative impact on efforts to promote with design guidelines neighborhood vitality. preservation in (School of Architecture), neighborhoods. More legal issues (Law School), • Florida building codes, survey work needs to and housing stipends for especially as they relate occur to identify potential university staff to hurricane historic districts. reinforcement, are not • Habitat for Humanity is preservation-friendly and • Highland Park would be active in several can result in exorbitant an excellent candidate neighborhoods: costs. The process of for historic district Highland Park, Little certifying that a product designation. It is Haiti, and Overtown. meets the code is costly adjacent to the Spring Habitat provides affordable and cumbersome. It was Garden Historic District housing for very low- noted in many interviews and it still has a significant income residents (under that the historic properties amount of historic housing 50% of the median tend to stand up better to stock remaining. It has income). Even though hurricanes than much new been cited as an area of most of their work is new construction. It was even interest in the University of construction, they have an suggested that more Miami's planning study for interest in renovation of diligent enforcement of the the Civic Center area. It is historic houses, if there old building codes would located near the Miami was assistance with the have yielded satisfactory River, Wagner Creek, and building code issues. results, rather than the is adjacent to a large Habitat's designs were stringent requirements of medical campus and generally compatible with the new codes, which government center. the houses in the leave few practical surrounding solutions for renovation. • The University of Miami neighborhoods. They is interested in would be a good choice as • The Dade Heritage Trust becoming more involved an organization to has limited capacity to in community participate in developing promote neighborhood development activities. affordable housing design preservation and provide They have explored guidelines. a broad spectrum of programs at University of preservation education. Pennsylvania and Johns • The Bahamian section of They expressed an Hopkins and would like to Coconut Grove is interest in increasing their form a community reported to have capacity and to find ways development corporation potential for historic to expand the diversity of using a similar model. In district designation. the preservation addition to identifying Charles Avenue has the movement in Miami. Highland Park as a most potential for neighborhood for potential designation. This also may • Conservation districts historic district designation be an area to consider are promoted more and affordable housing looking at during a future frequently than historic development, they have visit. University of Miami districts. There is a fear an interest in economic is involved in the that a historic district will development along the neighborhood and a restrict developer's rights. commercial corridors in

20 Miami Historic Neighborhood Revitalization

conservation district is under consideration. Recommendation #4: Strengthen the capacity of the Dade Heritage Trust and assist General Recommendations with a plan of action to utilize its revolving loan fund. Recommendation #1: Provide incentives that reward Recommendation #5: Provide developers who use historic assistance to the University of preservation. Provide special Miami to create a community benefits for historic districts (e.g. development corporation. low-interest financing). Consider Provide additional examples of transferable development rights other university's work in (TDR) as a way to encourage neighborhoods adjacent to lower density development. In the university campuses. Encourage Edgewater neighborhood in the university to partner with other particular, TDR is a concept that organizations and provide student may allow property owners to assistance with design guidelines, realize the total economic value of and legal issues associated with real estate without destroying community development and historic resources by receiving historic preservation. value for the transferred development rights (see appendix) Recommendation #6: Work with the residents of Highland Park Recommendation #2: The City to locally-designate the should provide its historic neighborhood. If the process is preservation office with more approached from a grass roots staff and more resources so that perspective, the residents will take the office can provide historic more pride in the neighborhood preservation education and and will support the preservation outreach, survey and protect the approach. city’s rapidly vanishing historic building stock, complete a comprehensive city-wide Recommendation #7: Consider a preservation plan, more local historic district aggressive code enforcement, and designation for Coconut Grove's provide full support to the city’s Charles Avenue area. As the Historic Preservation and University of Miami has a campus Environmental Review Board. With in Coconut Grove, they might be a more resources, the historic good partner to help with a preservation office can coordinate preservation initiative. with other city agencies such as planning, code enforcement, and others to provide a more effective and comprehensive approach to preservation.

Recommendation #3: Work with the State of Florida on developing building codes that are suitable for historic properties, while being mindful of weather-related reinforcement needs.

21 Commercial Revitalization: Main Street Revitalization in Downtown and Neighborhoods

What happened in South Beach Street Center developed the Main The assessment team looked at can’t happen here.” Street model in the late 1970s. three commercial districts in the Because of its success and City of Miami: Downtown Miami, Regardless of the size or scale of adaptability, the model has been East Little Havana (or “Calle the commercial area – Downtown applied to thousands of cities and Ocho”), and Downtown Miami or small neighborhood towns since then. Working Overtown. The visiting all on a business district – one of the most comprehensively means driving tour and later by foot common frustrations of advancing each of these four with a local guide, the team the revitalization is a “chicken or egg” points simultaneously. team spoke with developers problem: Local leaders want to active in each of the districts recruit businesses people will use, Design projects improve buildings, and review planning documents but don’t have sufficient customer storefronts, signs, public spaces, produced for the three areas. traffic to entice a business to traffic and parking function, and Our purpose was to examine how locate there. The Main Street visual merchandising. Design preservation-based economic approach to revitalization is programs may also include development could be used to commonsense and incremental – guidelines and regulations for greater advantage in all of the and it breaks that paralyzing better management of the district’s districts and, more specifically, if position that often leaves people appearances. the Main Street model for wondering where to begin. revitalization could potentially be Promotion activities help change used as a tool. The Main Street Approach™ says: perceptions of the district by building its identity and brand and Commercial districts in American Start with your assets and build on by holding special events and retail cities have mercantile histories them. Historic commercial events to attract visitors and often closely tied with the rise of buildings lend authenticity and the shoppers. local industries or the flourishing of unique “sense of place” that can’t a cultural group. In Miami, be replicated. In a marketplace Downtown was the primary where differentiation is everything, Economic restructuring commercial center; Calle Ocho real history and authentic built examines the district’s economy – grew with successive waves of fabric have enormous economic both its businesses and customer Cuban immigration over the last value. base – to uncover opportunities for fifty years, and Overtown was expansion. “ER” programs help historically the heart of black Start small. The only way to strengthen existing businesses, Miami. succeed at complex objectives – recruit new businesses, and like recruiting businesses or develop underused real estate. The demise of commercial districts developing vacant land – is to in American cities has been the begin with smaller pieces, such as Organization, in Main Street lingo, product of changes in consumer learning about current customers means development of human and attitudes, poor planning and and helping to strengthen existing financial resources to accomplish development policies, and a cycle businesses. revitalization. Organization also of disinvestment that has been includes governance of the hard to break. It’s interesting: Work comprehensively. program, work planning, Miami and Miami Beach are home Commercial districts are complex – membership, and internal/external to several incredible turnaround an alchemy of environment and communications. stories – Brickell, the Miami Design economics. In order for a District, and the nationally known commercial district to improve, one What is the team looking for? rags-to-riches story of South must approach the task from a Downtown Miami and Overtown Beach, to name a few – yet locally, variety of angles simultaneously – were following the Main Street almost no one points to those and avoid relying on a single model by their own initiative before examples and says “Revitalization project to bring about a the team arrived. Downtown Miami happened there! It could happen turnaround. Partnership (DMP) does not call here.” Rather, many of those the itself a “Main Street program” but it team met expressed a different The National Trust for Historic strategically aims to implement sentiment: “Well that’s different. Preservation’s National Main projects in each of the four points.

22 Commercial Revitalization: Main Street Revitalization in Downtown and Neighborhoods

Overtown recently hired a Main Street manager and the program is in its startup phase. The idea that two districts so vastly different in scale and resources are following the same “manual” speaks to the Main Street model’s adaptability.

In the three business districts the team studied, it looked at three things: density of built fabric, baseline economic activity, and the current organizational infrastructure to undertake a revitalization effort. In the National Trust’s experience, these are all prerequisites for effective revitalization.

Density of built fabric means The team also looked on a city- enough of the original buildings wide level at whether the Main and street patterns to have scale, Street approach could be applied ‘walk-ability’, and sense of place. in a coordinated manor to multiple Downtown and Calle Ocho meet Miami neighborhoods. In the last this test easily; Overtown does not. ten years, three large cities – Boston, Baltimore, and the District Baseline of economic activity of Columbia – have established means some businesses remain in programs where the Main Street the business district and some revitalization model is applied to customer base is present. Again, multiple neighborhoods and Downtown and Calle Ocho meet resources from the city are used to and exceed this baseline; leverage private-sector human and Overtown has virtually no financial resources in the economic activity in the area the designated Main Street districts. team studied.

Organizational infrastructure means there is a group motivated to improve the commercial district and dedicated to putting in place the human and financial resources to follow through with a sustained effort. Downtown and Overtown have such organizations in place, while Calle Ocho has a new, informal merchant group that recently started working on promotions.

23 Commercial Revitalization: Main Street Revitalization in Downtown and Neighborhoods

Strengths Downtown -Trend toward mixed-use development is increasing

-Preservation-based building redevelopment is on the rise, both housing and commercial projects.

-Growing market for downtown condominiums; rehab development is increasing in response to that demand.

-Downtown is now seen as offering Miami’s most authentic “loft-style” living options.

-Retains vibrant jewelry wholesale and retail center – one of the largest such clusters in the country.

-Tremendous opportunity for continued revitalization of downtown. Many developers now recognize that preservation-based economic development holds most promise for downtown.

-Downtown Miami Partnership has been following a Main Street-type revitalization model. It has worked in a comprehensive fashion to promote downtown, develop “clean and safe” programs, assist and recruit businesses, enhance facades, etc.

-The Downtown Development Authority has new leadership and large-scale development plans for downtown and adjacent commercial areas. Calle Ocho/East -Authentic Cuban neighborhood with history of being the place where new Little Havana arrivals would begin their lives in the U.S. The neighborhood remains stable and middle-class.

-Large number of Cuban businesses, including food, apparel, cigars, art galleries, and souvenirs.

-Authentic cultural life exists on the street, from Domino Park where the old- timers play Cuban-style dominos all day, to the casual drinking of Cuban coffee while leaning in a café window on the sidewalk.

-Density of business on the street: Calle Ocho is a walkable Main Street. Tourists are already seeking out Calle Ocho as a destination in their visits to Miami. Several tour buses come to the neighborhood each day and, by our observation, most of the visitors are not Cuban.

-City is assisting in neighborhood revitalization and commercial district management through its Neighborhood Enhancement Team program. Merchants have recently organized to produce “Cultural Fridays,” which draw thousands of people every Friday evening for food, music, and art. Downtown -Rich history as heart of Miami’s African American community Overtown -Tremendous and engaged activist community which has been working to rebuild the neighborhood

24 Commercial Revitalization: Main Street Revitalization in Downtown and Neighborhoods

-The restored Lyric Theater will reopen when public amenity additions are completed in the next several months. The theater will again become a jewel of the neighborhood, bringing new cultural activities to Overtown.

-The Black Archives, a tremendous effort to gather African American history and genealogy, is headquartered near Overtown and hopes to move its offices and collections to the neighborhood and become a destination for researchers.

-Several ambitious redevelopment plans have been drawn up, all relying on large-scale new construction. An extensive community visioning charrette drew on visions of residents for new development.

Challenges Downtown -For all the planning and attention given to large-scale development projects, much less thought has been given to the fine-grain economic performance of the streets.

-Preservation seen by some property owners as an obstacle to revitalization.

-Some property owners encounter obstacles to preservation, esp. vis-à-vis building and fire codes.

-Much of downtown’s retail is “retail of last resort” – poorly merchandised schlock establishments.

-Great potential for upper-story commercial or residential use is not recognized by some substantial downtown property owners. This limits viability of historic buildings.

-Retail space values are severely depressed. One property owner reported a fall from a high of $70/sf to $20/sf.

-A Main Street program existed downtown, but it attempted to deal with too large an area without having sufficient resources. Reported disenchantment with the concept of a “Main Street” program, although DMP adheres to key tenets.

Calle Ocho/East -Lack of recognition that preservation-based economic development Little Havana approach has greatest potential as the basis for Calle Ocho’s stable revitalization.

-Recent incursion of chain (esp. fast-food) businesses threaten both the authentic Cuban business mix and the traditional pedestrian-oriented character of the district.

-Crime – especially illegal gambling – has been a threat. A recent police raid (days before this assessment) shut down three businesses that served as “fronts” for illegal slot machines and gaming activities.

25 Commercial Revitalization: Main Street Revitalization in Downtown and Neighborhoods

Downtown -With the notable exception of the Lyric Theater, virtually no authentic, in Overtown situ historic buildings (commercial or residential) exist in the designated Main Street district. Most of the land is vacant; one historic home has been reconstructed.

-While several redevelopment plans have been drawn up for Overtown, each exists in isolation. Neighborhood leaders have been unwilling to engage in a discussion with outside developers to reach a viable, fundable development plan.

work, even without launching a Among the drawings and videos Recommendations program. This means adopting the and glossy publications, there is no philosophy of incremental and lack of ambition or enthusiasm. comprehensive work so that efforts Recommendation #1: Use the reflect the four Main Street points, In team meetings with the Main Street approach in many even if initiatives are modest or organizations that lead downtown’s commercial areas; establish a informal in structure. revitalization and in our meetings Main Street program in with downtown property owners, appropriate districts. the team observed some finer- There is a difference between a Recommendation #2: The team grain obstacles that should be Main Street program and the Main does not recommend starting a addressed to foster more effective Street approach. Not every citywide, multi-district Main downtown revitalization. business district can or should Street program at this time in start a Main Street program, while Miami. While the city has some Recommendation #1: Enlist most can benefit from applying the wonderful candidate principles of the Main Street neighborhoods, there is no local rehab-oriented developers to identify obstacles. In approach. appetite at City Hall for a new interviews, the team heard about program at this time. In addition, particular life-safety and fire-safety A Main Street program requires Miami neighborhoods do not seem challenges in rehabilitating historic professional staff dedicated to the to be clamoring for the city to buildings. The team suggests that commercial district’s revitalization. provide such a program. Rather, if the city convene a group that Staff typically reports to a board of the Main Street approach is to includes downtown developers and directors, and together they draw grow in Miami, the team thinks it city officials for a series of two or on talents and resources of must come from the three meetings. It would be helpful (usually) four volunteer neighborhoods. As Downtown, to have a third-party facilitator so committees. The committees Calle Ocho, or Overtown Main the discussion can be structured reflect the four key areas of the Street efforts demonstrate their and focused on obstacles (not Approach: design, promotion, successes, they may spur a people). Meetings should take the economic restructuring, and broader movement in the city to following course: organization. Like the Downtown expand the application of Main

Miami Partnership, some urban Street principles to other Meeting 1: Identify obstacles programs rely more heavily on neighborhoods of Miami. preservation-based developers staff than volunteer committees to encounter. carry out their comprehensive agenda of work. Downtown Meeting 2: Brainstorm solutions

Plans for Downtown Miami exist in (such as more flexible application Sometimes there are not sufficient abundance and they fall to a of fire codes in historic buildings). resources – or sufficient needs – to complex web of organizations and start a full-blown Main Street the City to implement. The City, Meeting 3: Create action plans for program with staff, board, and Downtown Miami Partnership, and systematic changes or policy committees. But any existing Downtown Development Authority modifications. organization or group of all have development visions for community leaders can still apply the central business district. Main Street principles to their

26 Commercial Revitalization: Main Street Revitalization in Downtown and Neighborhoods

Recommendation #2: Create a development strategy for perfect candidate for launching a “preservation development downtown. The team thinks that full Main Street program – if local response team” for downtown. this task falls to the DMP. Among leaders grab onto the idea. Of the developers the team met the many plans for downtown, the who have undertaken rehab team saw none that lays out a fine- Recommendation #1: Foster projects downtown, they all grain vision of priorities for building local control of Calle Ocho expressed frustration at the rehabilitations and business revitalization efforts. Currently, difficulty of doing preservation- development in the downtown Calle Ocho receives revitalization based projects in a cost-effective core. The team thinks convenience assistance through its participation manner. The team recommends businesses, groceries, prepared in the city’s Neighborhood creating a response team that can foods, and personal services will Enhancement Team program and meet with a developer in the become critical needs as more this assistance has been a planning and construction stages housing units come online tremendous boost in helping local of a project to help it proceed downtown. But at this moment, no merchants organize themselves smoothly and yield the best result. one has laid out a coherent plan of and develop marketing programs The response team should include where these businesses should go and events. representatives from city permitting and how they will be recruited or departments, DMP and/or DDA, catalyzed. In our experience, a sustained and building code and fire officials. revitalization effort must have local ownership and local control. That Recommendation #3: Educate is, there should be a revitalization developers and property owners organization based in the about the economic value of neighborhood with staff hired and preservation. As discussed reporting to a local leadership elsewhere in this report, there are group including merchants and broad misconceptions about the residents. City staff can help foster economic value of preservation: this transition. City staff can then that preservation is an expensive leverage even more activity in the nicety rather than a core district by taking on a support or development principle. Several key liaison role. The program should downtown property owners the A police horse enjoys a Cuban be funded locally with team met remain skeptical of roll. supplemental support from the preservation’s relevance to Miami, City. a city where the growth of the city seems to be based on demolition Calle Ocho Recommendation #2: Educate and building new. As follow-up Calle Ocho is already a bustling Calle Ocho merchants and services to this Preservation neighborhood – undiscovered by residents about the Main Street Development Initiative, the many outsiders and forsaken by Approach. The merchants the National Trust, working with the many of the Cuban families who team met in Calle Ocho are City of Miami, should work first first settled there and later moved enthusiastic about the with the professional staff of the out to the suburbs. (Calle Ocho neighborhood’s potential for rebirth DDA. (From our interviews the means “8th Street,” Southwest 8th but skeptical about historic team knows the DDA has Street being the main commercial preservation (especially what they receptive staff and receptive drag of East Little Havana.) think they might be “forced” to do) members of its board of directors.) Tourists are finding their way to the and wary of structured The team believes the DDA is the neighborhood; new businesses are revitalization or Main Street best platform for engaging opening; the economic base is programs. The education of downtown property owners and diversifying to include arts, artisan neighborhood leaders should not helping to change attitudes and clothing, and cuisine. And the be about “what you must do” but misconceptions about the value of neighborhood retains a “real place” “what you can do”: It should be preservation. atmosphere, with locals playing inspirational, drawing on the dominos in the corner park or extensive work of the Main Street Recommendation #4: Create a enjoying a coffee on the sidewalk. program in a variety of cultural- block-by-block economic The team believes Calle Ocho is a destination neighborhood business

27 Commercial Revitalization: Main Street Revitalization in Downtown and Neighborhoods districts. Through the Preservation Recommendation #4: Build on Development Initiative, the Calle Ocho’s Cuban character National Trust can provide some of as a “neighborhood brand.” Just this start-up information. The like shampoos and cereals, neighborhood would then apply for neighborhoods can use the technical assistance from the concept of branding as a Florida Main Street program. component of their image development and marketing Recommendation #3: Work efforts. Calle Ocho has the diligently to avoid the pitfalls of opportunity to draw on its ethnic gentrification or strip-style character (food, arts, language) commercial development. Calle and its architectural character to Ocho shows signs of creeping use the district’s best features to homogenization as Subway, its economic advantage. See the Dominos Pizza, and McDonald’s Allston profile, below, as an line up along the street. If these “I- example. could-be-anywhere” businesses proliferate, Calle Ocho will lose its Recommendation #5: Develop authenticity and with it the façade improvement guidelines business district’s market specifically relevant to Calle advantage. A parallel problem is Ocho’s Cuban context. Many the potential for the kind of neighborhood business districts highway-style development which with strong cultural underpinnings has already obliterated many of have developed creative design Miami’s commercial districts. The guidelines and façade new fast food chains in the center improvement incentives that foster of the district have thus far built to preservation and culturally the lot line and adhered to the sensitive improvements. One of neighborhood’s scale, but one can the first Main Street districts to do easily see a shift to auto-oriented this was the Fruitvale uses and wide curb cuts at the neighborhood of Oakland, fringes of the district. California. It has successfully La Sultana Bakery, East Boston encouraged colorful signs and - before-and-after decorative features that reflect (in Fruitvale’s case) its Oaxacan Mexican character. Boston’s Overtown neighborhoods have also had Overtown is not a “revitalization success in this area. Development project”; too much has been lost. It of design guidelines will have to is a “development project” – the come after there is broader local building of a new neighborhood on understanding and acceptance of (mostly) cleared land. Though not Main Street as an economic a traditional preservation-based development model. Main Street program (there is little besides the Lyric Theater remains), Overtown can continue to employ the Main Street tenets in a non-traditional, new development setting.

Organizationally, community Chains proliferate along S.W. leaders of Overtown have done th extraordinary work in envisioning a 8 Street new future for the neighborhood and bringing the attention of the

28 Commercial Revitalization: Main Street Revitalization in Downtown and Neighborhoods

City and private developers to incorporate low-scale, “new characteristics to “brand” bear. Overtown sits on the edge of urbanist” approaches. themselves for visitors and Miami’s excitement – just blocks residents. from downtown and from a Recommendation #3: Continue burgeoning twenty-four hour to incorporate the Main Street entertainment district – and yet it approach as development Case study: Allston Village in has not yet reaped the benefits of proceeds. Main Street principles Boston, Massachusetts its location. Planning studies for include: Overtown are plentiful. For a) good building and In a climate different from Miami’s, Overtown’s immediate future, the streetscape design (in this this international neighborhood of team recommends the following: case applied to new Boston reflects some of the flavors construction) of Miami’s distinct ethnic Recommendation # 1: b) promotion, marketing and neighborhoods. The purpose of Compromise on a development image development this brief case study is to show plan. Currently, three plans vie for (before and after build- how a preservation-based Main funding and political backing: the out), and Street program can be adapted to Historical Overtown Folklife c) economic restructuring: a funky but (when it started eight Village, Sawyer’s Walk, and establishing a new set of years ago) ragged neighborhood – Poinciana Village II. The first two locally-grown, locally- and how Allston used the are mixed-use residential and serving businesses. approach to craft a new image for commercial developments; the the district built on the district’s third is high-density, residential inherent strengths and the creative only. In our brief review of the Recommendation #4: Seek “reframing” of negative plans for the Folklife Village and authenticity in new associations. Sawyer’s Walk, both have merit. development. New is fine, as long

The Folklife Village grew out of a as it doesn’t try to look old or Allston began its Main Street grassroots community “recreate” something that once program wondering what it should development process, but it does existed. Artificial Main Streets are be: how could it carve out an not currently have financial something best left in Disney identity for itself if it was merely an backing. World. While the team supports eclectic collection of businesses In our conversations with much of the Folklife Village plan, with no particular strength. It had neighborhood leaders and the team must note our dismay at become home to a tremendous developers, no one acknowledges the desired reconstruction of some variety of international businesses, the existence or relevance of lost local landmarks. When visitors esp. restaurants (Greek, Russian, alternative development plans. come to a place, they come to Korean, Brazilian, Italian, Indian, While the team admire the depth of experience something real – not to Japanese – and at least two of commitment invested in the see a replica of something that each!). But it was not just ethnic Folklife Village plan, the team was. They want to touch and restaurants, as evidenced in this strongly encourage neighborhood experience buildings or historic photo with a Korean and Japanese leaders to come to the table with places that are authentic. video store. the City and the Sawyer’s Walk Recommendation #4: Accept developer to reach a compromise what’s lost as lost. Overtown’s that incorporates aspects of both story can be told in other ways plans. Without some dialogue, through markers, sculpture, and Overtown stakeholders may once photographs. In fact, it Overtown’s again find themselves sidelined as history is already being told another development moves through the publications and forward. programs of the Black Archives which works to bring Overtown’s Recommendation #2: Promote rich African American past to life. low-scale and walk able, new development. The team liked Both Calle Ocho and Overtown aspects of both the Folklife Village can take advantage of their and Sawyer’s Walk plans that respective, unique cultural

29 Commercial Revitalization: Main Street Revitalization in Downtown and Neighborhoods

In the beginning, the Main Street program simply decided they would give the district’s name a facelift and started referring to it in all references as “Allston Village.” They liked the image of an urban village and they liked the association with “global village.” Then, drawing on the variety of Allston’s commercial offereings, Main Street created a tag line, “It’s all in Allston”, which is repeated everywhere.

Nor was Allston “just ethnic.” Allston sits on the edge of two universities, so it has lots of students along with low-price A “taste-of” event was an obvious choice: businesses that appeal to Then they ran a series of ads… students, such as furniture and “Fish or Phish? It’s all in Allston.” hardware. Among its more peculiar (One can buy raw sushi, fresh fish, offerings is a gift shop that dried fish, cooked fish, and pet fish specializes in the macabre. in Allston. One can also buy CDs of the rock band, Phish.) “Faux or Pho? It’s all in Allston.” (One can buy furniture with faux finishes or materials to create faux finishes… Or one can buy “pho” – Vietnamese noodle soup.) It helped that the Main Street manager is a poet.

And then there came a wonderful ad promoting Allston’s international restaurants:

Custom-design banners say “Welcome” in every language spoken in the neighborhood:

30 Commercial Revitalization: Main Street Revitalization in Downtown and Neighborhoods

And building rehabs were preservation-conscious while acknowledging Allston’s funky character. In this before-and-after series, note the Viking stove hanging over the entrance in the new restaurant. The second set of photos is a local Irish pub – almost unrecognizable in its new incarnation.

31 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

Miami’s Current Visitor When you’re living it, it gets Profile more in your mind… Comment from a history survey The Greater Miami Convention participant and Visitors Bureau annually tracks visitation to Greater Miami The simple observation, “When and the beaches, providing an you’re living it, it gets more in your excellent profile of visitor mind,” captures the vision for The demographics, expenditures, and Miami Legacy Project, a major new activities. Based on 2002 statistics, cultural heritage initiative proposed visitors are almost evenly divided for Miami. Miami is a city of between domestic (52 percent) incredible resources – a rich and and international (48 percent). A diverse cultural history, community sharp decline in international leaders and residents who take visitation has been experienced pride in and want to preserve the Historic Gusman Theater due to the events of September city’s heritage, and a reputation as 11, 2001, and due to world events, a major tourist destination. principles are reflected in the in particular, the political turmoil in recommendations found Latin America. In this section of the report we throughout this report. present Miami with a unique A total of 67 percent of survey opportunity to create a Miami respondents identified leisure Legacy Project that will document Collaborate. Much more can be travel as the primary reason for and preserve the city’s heritage accomplished by working together their visit, while business and and unify numerous projects into a than by working alone. Successful convention travel accounted for 12 branded, marketable format that programs bring together partners percent and visiting friends and will expand visitation, benefit the who may not have worked together relatives was identified by 15 city economically, and set a in the past. percent of the total market. Those standard for cultural heritage taking a cruise totaled 5 percent of tourism programs across the Find the Fit Between the the market. country. Community and Tourism. Balancing the needs of residents The CVB characterizes visitors to The Miami Legacy Project and visitors is important to ensure Greater Miami and the beaches in described in this report envisions that cultural heritage tourism two categories: creating an unparalleled benefits everyone. experience that invites visitors to High Energy Socialites – Visitors venture beyond the beaches to Make Sites and Programs Come who come looking for activity and immerse themselves in the stories Alive. Competition for time is adventure beginning with Miami’s settlement intense. To attract visitors, you Tropical Relaxers – Visitors who and to experience the many must be sure that the destination is want to “get away from it all,” rest cultures by touring the worth the drive. on the beach, and perhaps take communities, listening to music, part in low-key activities dining in restaurants that prepare Focus on Authenticity and authentic ethnic food, and Quality. Quality is an essential Other visitor data that is critical to purchasing keepsakes that reflect ingredient for all cultural heritage consider in developing a cultural all that is unique about Miami. tourism, and authenticity is critical heritage tourism program and wherever heritage or history is marketing campaign includes: involved. Principles of Successful • 81 percent stay in hotels; 45.6 percent stay on Cultural Heritage Tourism Preserve and Protect Resources. A community’s Miami Beach Programs cultural, historic, and natural • The area draws a primarily The National Trust’s Heritage resources are valuable and often young audience: Tourism Program has developed irreplaceable. • 19.3 percent are age 25- five principles to provide guidance 34; 38.9 percent are age for cultural heritage tourism 35-44; 26.3 percent are program development. The age 45-54 32 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

• The average size of a culture continue to be a significant extra time to their trip visitor party is two people. and growing part of the U.S. travel specifically because of a • The average length of stay experience. historic/cultural activity. is 6 days. • Heritage travelers spend • Visitors identified weather, The more – an average of the beaches, and nightlife Historic/Cultural Traveler, 2003 $623 per trip compared to as the top appeal of Edition $457 for other travelers. Miami. International • Heritage travelers are visitors also indicated Travel Industry more likely to stay in a shopping as a top draw. Association of America/ hotel, motel, or B&B. • The Art Deco Smithsonian Magazine • They are more likely to District/South Beach take a group tour – 6 ranked first (77.4 percent) The National Trust’s Heritage percent as opposed to 3 in visitation. Tourism Program defines cultural percent. • Also ranking at the top heritage tourism as: “traveling to • Heritage travelers shop were the beaches (68.8 experience the places and more – 44 percent percent), Bayside activities that authentically compared to 33 percent Marketplace (44 percent), represent the stories and people of for other travelers. and, CocoWalk/ the past and present. It includes • 18 percent spend $1,000 Mayfair/Coconut Grove irreplaceable historic, cultural, and or more on their trips. (31.1 percent). natural resources.” • They are looking for • Heritage and cultural sites unique items that and areas ranked much In the past decade, there has been represent the destination. lower: Museums (10.1 great growth in heritage travel. In • Heritage travelers tend to percent), Little Havana looking at the cultural heritage be slightly older. traveler segment, we can draw (3.6 percent), Vizcaya (0.9 • Heritage travelers tend to three clear conclusions that bode percent). be well educated and are well for cultural heritage tourism • Primary domestic visitor more likely to have a post development in Miami: origin is from the graduate degree.

Northeast (45.2 percent), • Heritage travelers like Characteristics of cultural followed by the South variety – 17 percent are heritage travelers closely (26.7 percent), and likely to take part in four or parallel those of current visitors Midwest (20.5 percent). more activities, as to Miami. • 63 percent of international compared to 5 percent of A recent study from the Travel visitors came from Latin other travelers. Industry Association of America America; 42.1 percent (TIA) and Smithsonian Magazine • Florida ranks as the fourth from South America. reported in The Historic/Cultural most-visited state by • 93.7 percent of visitors Traveler, 2003 Edition, shows historic/cultural travelers. said they were either continued and growing interest in extremely satisfied or very travelers’ desire to experience The similarity of Miami visitors satisfied with their visit. culture, arts, historic and heritage and cultural heritage travelers – • Traffic was the least liked activities. Among the findings: and their length of stay – points feature (5.7 percent to an opportunity to engage • Heritage travel increased domestic, 22.5 percent those visitors who are already 13 percent in 2002 over international). coming for the beaches, weather, 1996. and shopping in other activities to • 81 percent of U.S. adults experience the area’s culture and who traveled in the past heritage while in Greater Miami. What is Cultural Heritage year, or 118 million, Additional TIA research shows that included a heritage or Tourism? travelers are flexible about their cultural site in their travels. plans – often not making decisions The sheer volume of travelers • Heritage travelers stay about what to see and do until interested in arts and history, as longer – 4.7 nights after they arrive at their well as their spending habits, their compared with 3.4 nights destination. Applying this data to travel patterns, and demographics for other travelers. Greater Miami means the leaves no doubt that history and • They are likely to extend opportunity to promote additional their trip – 4 in 10 added 33 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

activities and attractions to current in the hotels, the creation of the Art to the area’s heritage visitors. TIA provides the following Deco District in the 1920s and sites. data on the percentages of visitors 1930s, and the waves of who make decisions about the thousands of Cuban, Haitian, and • The creation of a Cultural following activities and attractions other immigrants seeking a better Tourism Director position after arriving at their destination: life here in the last half of the 20th by the Miami Convention • Restaurants – 48 percent century are among the multitude of and Visitors Bureau • Shopping – 45 percent stories that have the potential to several years ago makes a • Museum – 26 percent fascinate, entertain, and educate strong statement that • Sightseeing tour – 24 visitors. developing and promoting percent cultural resources is • Movie – 16 percent There is an evident pride in the essential to Miami’s • Theme park – 15 percent heritage that has shaped Miami success in the highly • Religious service – 14 and a demonstrated interest in competitive tourism percent preserving the city’s history and market. the cultural traditions that were • Live theatre or brought by each new ethnic group performance – 14 percent • Entrepreneurs such as that came to call Miami home. • Festival or parade – 13 Urban Tour Host are Efforts to preserve this diverse percent building tour programs that heritage are many. A few focus on cultural and eco • Other activities or examples include: tours that sensitively and attractions – 24 percent • Overtown is the focus of respectfully reflect the

intensive planning to culture of the city’s ethnic There is an opportunity to restore the remaining groups and provide a way attract new visitors to Greater historic buildings and to for visitors to experience Miami and the beaches by create a thriving these cultures in a way targeting the cultural heritage community that will appeal they currently cannot do traveler market. to residents and visitors on their own. With development of the cultural alike. heritage product and accompanying visitor services, the • The Dade Heritage Trust • Plans for the Cuban Miami area is poised to attract offers a series of Heritage History Museum at the additional visitation. By positioning Tours with interesting Freedom Tower reflect an Miami’s legacy through appropriate topics such as a Women’s interest in documenting marketing venues, the cultural Heritage Trail and tours of the arrival of Cubans in the heritage traveler will become the city’s early cemeteries. late 1950s and the way aware that Miami offers a rich Dade Heritage Days also they have transformed cultural heritage experience in showcases the city’s Miami. addition to the amenities for which history to residents and it is already known. visitors alike. • The guidebook, Miami Architecture: A Guide to • Neighborhood events such the Metropolitan Area, as Cultural Fridays in Little being developed by the Havana bring to life Greater Miami’s Cultural Miami Beach Community cultural traditions and Heritage Resources: Development Corporation invite participants to enjoy Accomplishments and will offer visitors and the food, music, and residents a way to learn dance that represents the Opportunities more about the city’s Cuban heritage. The history of Miami is a rich, unique architecture. complex story of struggle and • Established heritage areas survival, enterprise and innovation. • The new Greater Miami and attractions such as the The first Native American villages and the Beaches Heritage Art Deco District and hundreds of years ago, the Guide produced by the Vizcaya are already entrepreneurs who established the Greater Miami Convention showcasing the area’s tourist town of Miami in the late and Visitors Bureau will history and have the 1890s, African Americans who provide an outstanding potential to partner with came to work on the railroad and resource to direct visitors 34 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

other heritage attractions buildings can be used as part of • Safety – Throughout Little to draw a larger audience. the overall story that is told in each Haiti, all of the buildings region and can also serve as had bars on the windows interpretive/visitor centers. and doors. Doors to Greater Miami’s Cultural businesses were locked, requiring visitors to knock Heritage Resources: Need for Product Development and wait for an answer. Challenges Careful consideration and planning Business owners looked to Although Miami boasts a rich must be employed to develop an see who was at the door heritage and citizens committed to interpretive plan for each area of before determining preserving and sharing that Miami that takes into consideration whether to open it. heritage, five major challenges the absence of historic buildings in Obviously, the window and must be addressed in the many areas and contributes to a door bars and hesitancy in development of a cultural heritage holistic story of Miami’s history that unlocking the doors not tourism programs: the visitor can readily comprehend. only create an unwelcome A comprehensive interpretive plan environment, but convey will incorporate the historical the message that this is Absence of Historic Buildings stories each area has to offer and not a safe area of town to visit. Much of the historic fabric of the will recommend the appropriate city has been lost – and continues interpretive tools for telling these • Appearance – The to be lost – due to neglect or stories. Museums, interpretive proposed development demolition for new construction or centers, audiotours, guided area of Overtown is road development. Overtown is the walking tours, demonstrations, surrounded by housing most glaring example of this loss. living history presentations, maps, projects described as Although the area has a brochures, films, programs, and areas where residents remarkable historical story to tell, events are some of the interpretive have suffered from crime, there is currently nothing for tools that can be considered. In drugs, violence, and visitors to see beyond the Lyric some cases, such as Little Haiti, it unemployment. In addition Theater, which fortunately has is not the buildings that offer the to considering interpretive been saved and restored. historical story. Rather, it is the signs and building Interpretive signs and brochures people who live there and their construction in the heart of cannot compensate for the reality story of escaping from a dictatorial Overtown, the problem of that anyone walking through the regime and building a new life in trash needs to be area is confronted with vacant lots the United States – while addressed in this area, as and a scattering of deteriorating preserving many cultural traditions well as other areas of buildings. In other areas, such as – that must be brought to life. This town. When driving the historic neighborhoods of Little necessitates careful through the area, it is Havana, buildings are being documentation, such as of oral difficult to think about the destroyed at an alarming rate. histories, and selection of the history because of the Besides the loss of the historic interpretive tools that will enliven distraction of the fabric, this also means the loss of the story for visitors. (Product enormous amounts of the opportunity to develop cultural development is addressed in trash strewn everywhere. heritage interpretation in these further detail in the section “The Each area of Miami that is areas for visitors. Part of the Miami Legacy Project, Phase proposing cultural heritage success of the Art Deco District Two.”) tourism development can be attributed to the fact that a should be evaluated based critical mass of buildings still on its appearance. In existed and were able to be saved Lack of Visitor addition to cleanliness, and reused; thereby creating an Readiness/Amenities each area’s landscaping should be evaluated. atmosphere that communicates a In addition to developing the Finding only concrete specific historic message. It is historical product, there is a great streets and sidewalks – imperative that remaining historic need to address the issue of visitor and no greenery or seating buildings, such as the post services in the areas that are areas – is uninviting to office/doctor’s building in Little proposed for cultural heritage visitors. Haiti and the Hampton House in tourism development. Examples of Brownsville, be saved. These this issue include: • Accessibility and Accommodation – In 35 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

welcoming visitors to any independently. Major preservation ethic from city area of the city, gateways to each planning. accessibility must be a community should be primary consideration. identified and marked with This tradition of tearing down Today, there are many attractive, easy-to-read buildings is especially evident in travelers with special signs. Additional signs the text for the new Orange needs that must be should be placed Blossom Trail markers being accommodated in order to throughout each developed through the city. Out of ensure a good visitor community to make it easy 26 markers describing sites experience. Along with for visitors to find their way ranging from the William Brickell landscaping and from one area to the next. Trading Posts to the original appearance • Amenities – Cultural building for the First Presbyterian considerations in Little heritage travelers, while Church, only 6 buildings remain Haiti and Overtown, other looking for a unique standing. The markers note that areas of the city, ranging experience that reflects some of the buildings were from Little Havana to the the culture, also have high destroyed by fire, but the majority Art Deco District, should expectations for amenities. of the buildings were destroyed to be evaluated for Restaurants without air make way for newer or larger accessibility for visitors in conditioning, stores and structures. The Orange Blossom wheelchairs, with vision restaurants without clean Trail is a laudable effort to impairments, limited restrooms (and enough document and share some of mobility, or other toilets), stores that are not Miami’s interesting history, but restrictions. Placing open on a regular basis, visitors will not travel only to read benches in strategic hotels that do not have markers about buildings that are locations, making sure ATM machines or access no longer standing. sidewalks and doorways to newspapers, and street are cleared to music that disturbs hotel Fortunately, some significant accommodate guests late at night are just buildings, ranging from the single wheelchairs, providing a few examples of a lack Lyric Theater to rows of structures menus or brochures with of amenities that was in the Art Deco District have been enlarged print – or in experienced in various saved, setting excellent examples Braille – all communicate areas in Miami. A priority for the benefits of preserving to the visitor a desire to project should be retention historic structures and using them make their experience of a consultant to evaluate to benefit economically from comfortable while in amenities at hotels, tourism. Others, such as Hampton Miami. Assistance should restaurants, stores, and House and the Freedom Tower, be sought from a specialist visitor centers that are offer opportunities for saving in the Americans with currently open or are historically important buildings and Disabilities Act (ADA) in targeted for development. sharing them with visitors. evaluating the needs and determining appropriate As part of a cultural heritage accommodations. tourism program, it is essential that • Wayfinding – The Greater Historic Preservation and a preservation ethic be adopted Miami CVB offers Tourism Have Not Coexisted as throughout the Miami area to not excellent maps to help a United Philosophy of only preserve history, but to visitors navigate the Development provide a basis for economic different neighborhoods Perhaps because Miami was development. Miami’s cultural, and business districts in originally developed as a “tourist historic, and natural resources are Miami. Additionally, guided town” in the late 1890s with the irreplaceable elements of a cultural tours are offered by extension of Henry Flagler’s heritage tourism experience. various companies for railroad into the area and the These resources are tangible groups. But it becomes a opening of the Royal Palm Hotel, reminders of the city’s past and are challenge for the visitor the mindset of “newer and bigger” essential in telling that story to who does not obtain a was established early in Miami’s visitors. To preserve and protect map or decides to just history as a tourism development resources, consider the following: drive through Miami to philosophy, excluding a • Cost – What is the experience the culture financial investment 36 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

required to restore a address the issue of The Miami Legacy Project: building, preserve a carrying capacity? natural area, or document A New Cultural Heritage cultural traditions? What Tourism Initiative are the ongoing costs of Projects Are Not Part of a maintenance of these Citywide Plan For a long time, the spotlight has resources? Many laudable efforts are under been on only a relatively few • Timeline – How long will it way throughout Miami to preserve people – white, male descendants take to accomplish the and promote various aspects of of Western Europeans. Now the preservation and the city’s history. The dedication of lights on the stage are coming up, protection of these organizations such as the Black revealing for the first time all of the resources? How does that Archives, History and Research others who have been on the fit in with the timeline for Foundation to save and revitalize stage all the time…. development of a heritage Overtown, Dade Heritage Trust’s David McCullough, historian and tourism program? commitment to highlighting the author • Skills – What skills are loss of homes in Little Havana needed? Is a master through purchase and restoration craftsmen needed to of a bungalow, along with the The major recommendation of this restore a historic building? monuments to freedom fighters section of the Preservation Are environmental experts placed along Cuban Memorial Development Initiative report is needed to clean up Boulevard and the remarkable that Miami embrace a major new polluted areas? Is a restoration and renewal of the Art citywide cultural heritage tourism folklorist needed to Deco District are all evidence of initiative. The program would interview and document this commitment. operate under the title “The Miami cultural traditions? Is an Legacy Project.” The project will be exhibit developer needed In addition, independent a comprehensive program that to create new museum businesses such as the Urban unifies government agencies, exhibits? Tour Host are responding to visitor nonprofit organizations, • Preservation and interest in Miami’s culture and neighborhoods, attractions, Conservation Plan – Is heritage and are developing businesses, and residents in order there a comprehensive creative tours that offer an to: preservation and opportunity to experience the “real” conservation plan in Miami. • preserve and protect the place? Is historic zoning city’s cultural and heritage needed to protect The disadvantage in these efforts resources buildings from is that all of the entities are • capitalize on the inappropriate changes? working independently without commitment of city Have qualifying properties addressing the need for a unified leaders and residents who received designation in the city plan or the needs of the visitor are preserving, revitalizing, National Register of in understanding Miami’s history and promoting Miami’s Historic Places? Are and being able to easily navigate history design guidelines in through the city. It is • generate the awareness, place? Is a sign ordinance recommended that a consortium of support, and involvement needed to control cultural heritage organizations and of residents billboards or other signs? agencies be formed to share • establish an Are there effective controls information and resources and to interconnected system on development of open work together on a citywide plan of program development space? that will preserve historic and interpretation that • Long-term Impact – What resources and benefit the visitor. respects the unique are the needs for a (Details on the recommended aspects of each heritage or cultural consortium are outlined in the community resource that will be section “The Miami Legacy • address visitor needs in receiving visitors? What Project, Phase One.”) all product development structural issues should be • create and market a addressed for historic “Miami Legacy” brand buildings in order to that promotes the city and 37 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

identifies sites, tours, objectively look at events, and other Recommendation #1: Establish timelines for project resources that reflect a central organization to development, prioritize Miami’s heritage and manage and direct the project’s assistance, and respond to culture. development. opportunities – particularly The establishment of a central those involving funding – The Miami Legacy Project offers organization will be critical to the in a timely manner. an opportunity to develop a success of The Miami Legacy • Raises community program that will not only unify the Project for many reasons:: awareness – The city in preserving historic and • Creates a sense of unity development and cultural resources but can garner – Having all of the implementation of a media national exposure by this stakeholders identified in campaign and community trendsetting approach to cultural the project definition work education program is heritage tourism development. together through an discussed in steps 2 and Although other cities across the organization that is solely 3. Announcing The Miami country have developed some devoted to the success of Legacy Project as a components that can be included the Legacy Project will unified effort will generate in the Legacy Project (such as create unity among media coverage and neighborhood tours or publishing players who are currently community support for architectural guides), no city has working on individual Miami’s culture and yet addressed all of the community projects. heritage. components outlined in the project Stakeholders listed in the • Provides funding description in one unified project. project definition – and assistance – A central By embracing The Miami Legacy others as identified – organization will include Project, Miami can set the should agree on the staff members whose standard for appropriate cultural project definition and sign responsibilities include heritage tourism development that a document stating assisting stakeholders in will most likely be studied and support for The Miami identifying funding from emulated by other cities in the Legacy Project and its local, state, and federal years to come. organization and agreeing sources and assisting in to work in partnership with the development of grant Because The Miami Legacy other stakeholders. applications and/or Project represents a major • Assures equitable corporate sponsorship initiative, it is recommended that it distribution of resources proposals. Criteria for be developed in the phases – A central Legacy Project receiving these services outlined in this report. A timeline organization will be equally should be developed to should be developed for devoted to the success of assure that entities implementation, and it should be projects in each district. seeking funds are able to noted that there will be some The organization will make properly administer overlap as more than one part of clear the importance of expenditures and the initiative may be under cultural heritage tourism document results. development at various times. product development in all • Serves as a funding of Miami’s communities in recipient – A central order to assure success of organization, established Phase One: The Foundation the program. as a nonprofit, can accept This phase will establish the • Provides ability to local, state, and federal foundation for subsequent phases prioritize and respond in a funds for The Miami by creating a central organization, timely manner – By Legacy Project that can building community and legislative documenting each support overall support, and identifying partners. proposed project, whether administration as well as The estimated timeline for Phase it be the restoration of specific projects and One will be six months to a year. Hampton House or the marketing. Following are the project elements development of an • Creates a brand – in this phase and interpretive center in Little Branding is discussed in recommendations for building each Haiti, an organization that detail in Phase Three. By element. represents all stakeholders establishing an and projects will be able to organization for The Miami 38 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

Legacy Project, it will be genealogical researchers and representing heritage and clear that Miami’s culture visitors, and workshops on culture and heritage is special and genealogy and oral history and • Branding – As the will create a “brand” that archival collection. Greater Miami CVB communicates this markets the city’s heritage message to both residents Projects targeted for assistance and culture, promoting and visitors. from the foundation are selected “Miami Legacy” sites, based on the local community’s events, etc., will make plans and the foundation’s larger these entities recognizable Example organizational model – vision of preservation and and desirable to the visitor. Vandalia Heritage Foundation economic revitalization. Current The Vandalia Heritage Foundation, projects range from restoration of It is recommended, therefore, that located in Fairmont, West Virginia, an opera house in the small town the name “Miami Legacy Project,” offers an example of organizational of Thomas and renovating an old the term “Legacy Center,” the structure and goals that can be country store in the Aurora Legacy logo and any other adapted to The Miami Legacy community for use as a genealogy variations of the project name be Project. Although located in a rural center, artists’ studio, and museum copyrighted to prevent setting, the Vandalia Heritage of local history to restoration of a unauthorized use by entities that Foundation has a similar purpose railroad station and hotel in have not met the criteria. of bringing numerous heritage Grafton. Copyrighting can also have the organizations together to work effect of creating desirability; it can toward preservation of heritage The foundation staff identifies encourage all entities to strive to and culture for the benefit of federal and state funding sources meet the highest goals of residents and visitors and to drive and assists the local partners in authenticity and quality in return for economic development. applying for grants or developing the privilege of using the logo and proposals for sponsorships. Staff being associated with The Miami The Vandalia Heritage Foundation also assists in the management of Legacy Project. was formed in 1998 with the grant funds to ensure that local assistance of West Virginia partners fulfill the requirements of Recommendation #3: Develop Congressman Alan Mollohan. The any funding they receive. and implement a community mission is “to collect, preserve, education program. and communicate family, local, Further information can be found Community awareness, support, and regional history in a variety of at www.vandalia.org. The and involvement is essential for venues.” foundation’s executive director is success in cultural heritage Laura Kurtz Kuhns: tourism. A community education The foundation operates with a [email protected] or 304-368- program can achieve many goals staff of experts in preservation, 1555. including: governmental administration, etc. • Increasing knowledge of A board of directors oversees the Recommendation #2: Copyright local history foundation’s work and includes and register The Miami Legacy • Instilling pride in local local leaders with varying areas of Project residents about their city’s expertise related to the mission As the project develops, it should heritage and projects. Each partnering become a desirable entity for • Offering an opportunity for community has a local advisory historic sites, tours, cultural events, residents to state their committee that oversees local etc., to be associated with the desires about balancing projects and participates in the project. As discussed later in the local and visitor needs larger vision through the report, there are two main uses of • Recruiting involvement foundation. the “Legacy” name that will benefit from residents as cultural heritage tourism: volunteers and employees Areas of focus include • Designation of sites, preservation of the built events and programs – Several steps can be included in a environment, collection and Sites, events, programs, community education program: preservation of archival and tours, etc., can use the • Official announcement – genealogical materials, historical “Legacy” logo as an Design a special event documentation through recorded endorsement of their announcing The Miami oral histories, establishing a legacy project upon meeting Legacy Project. The site in each county to serve criteria of authentically 39 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

mayor, other elected and individual families? Do • Local media campaign - officials, and project they want people arriving The local media will be a leaders can unveil the on a regular basis or to key partner in project including goals that only promote special tours communicating the goals will benefit residents and and events? Questions and successes of the tourists. Visuals such as like these will yield Legacy Project. A media drawings of Legacy Center important information that campaign will include prototypes, a Legacy can be used in planning, many facets such as: Project logo, a PowerPoint and they also make it clear presentation and other to residents that their 1) Press kit – Include materials will attract opinions and involvement general increased interest. The matters. information on the announcement should be • Recruit involvement – overall project as open to the public and all Develop a list of well as any local media. Visuals used involvement opportunities specifics that are in the unveiling can be for residents such as available on used again in public volunteering at events, individual projects. meetings and by the serving on committees, Include all visuals speakers’ bureau and and researching history. developed for the reproduced through the Circulate this information unveiling. media. with sign-up sheets at 2) Communications • Honorary chair – A public meetings and spokesperson – celebrity or well-known through the local media as The Miami Legacy local resident could be well as through other Project recruited to serve as channels to encourage organization honorary chair for the involvement. should hire a project. The chair could • Speakers’ bureau – In communications help raise awareness addition to public specialist to serve through appearing at the meetings, the as the official announcement organizational committee spokesperson for ceremony, being quoted in should put together a media inquiries. It press materials and speakers’ bureau that is is important that recording public service available to address civic the project have announcements. organizations and other one spokesperson • Public meetings – groups in Miami. Build a through whom all Schedule a series of public database of organizations media meetings in each and send announcements communications community. Include a about the Legacy Project are channeled to presentation on cultural and availability of ensure a clear heritage tourism that talks speakers to come and talk message and to about national trends, about the project. make it easy for economic benefits, etc. • Newsletter or e-mail media to access Explain The Miami Legacy newsletter - Once the information Project. Devote most of databases are created, a they need. the meeting time to regular newsletter – either 3) Database – seeking feedback from printed or sent through Research and residents: How do they electronic format – can be develop a feel about developing developed and distributed complete cultural heritage tourism? on a regular basis. The database of local What parts of their newsletter should contain media for print, community’s history would information on upcoming radio, and they like to share with projects, ways to get broadcast visitors? What areas would involved, new partners, throughout Miami they like to keep just for and other information to of reporters and residents? How many convey the message that editors who are visitors can they handle the project is moving interested in and what about groups forward. covering the 40 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

project and its develop, enhance, market, and but it may be modified developments. sustain cultural heritage tourism because of other special Contact editors to activities and assets. interests, collaborations, or see if they will political agendas. assign specific The following tips are provided to • Get to know your reporters so that assist in developing a legislative legislators. What are the relationships may strategy for The Miami Legacy key issues or interests of be established Project and are based on long- legislators? Research how along with a term successes of other they voted on key issues, thorough organizations. bills or cultural heritage understanding of • Focus on the benefits. tourism-related programs. the project. Jobs and economy are the Learn about their values 4) Media plan – The primary focus for most and political views, communications legislators. Validate their especially with regard to director should spending on special community development, develop a media projects or new programs. tourism, and plan that includes • Assertions are good, but arts/culture/history. regular facts are better. • Publicity counts. announcements to Independent research Legislators pay attention to the media, media statistics validate an the news, especially what advisories, appeal. If no local or state appears in editorials of editorial boards, statistics are available, capital city newspapers or and photo consider funding – or articles generated in their opportunities to joining with other entities – hometown press. If you keep the project in to fund the necessary make the news – anytime the forefront. market research. of year – make sure 5) Invitations – Invite • Invest in the process. legislators get a copy for media contacts to Understand the human reference to keep you, and attend all meetings and financial investment your agenda, “front of and events from required to prepare, mind.” the unveiling and implement, and maintain a • Use your competition to public meetings to legislative strategy. Budget help “make the case.” presentations by for the out-of-pocket Do neighboring states or the speakers’ expenses required to cities have better-funded bureau. conduct a worthwhile cultural heritage tourism strategy: travel, programs? What kind of Recommendation #4: Develop entertainment, cost of a impressive results have and implement a program to professional lobbyist, they experienced? Find cultivate legislative support at market research, etc. out what the competition is the local, state, and federal • Know there are no doing, how they are doing levels. guarantees. If the time it better, and use this As the cultural heritage tourism invested does not result in ammunition to gain industry segment grows, so does additional funding or support – and funding – for its importance with legislators. desired action, it will help your program. Cultural heritage tourism programs lay the foundation for • Take initiative. Include are traditionally part of a future strategies, identify legislators on mailings, ask government agency’s annual areas of weakness, them to attend events and budget derived from taxpayer provide a list of lessons industry functions, and funds, but a growing number of learned, and recognize the invite them to serve on programs and initiatives receive key players. committees or boards that funds directly by legislative • What you ask for may warrant their time and appropriation. Funding is only one not be what you get. prestige. way, though, that legislators Sometimes best-laid • Rally friends, demonstrate their support of the strategies change, colleagues, and unlikely industry. They also provide support especially at the last partners for support. for national agendas and bills that minute. Understand that Enlist the support of impact the ability to protect, you may have a wish list constituent groups that 41 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

support your cause. Ask and stories. This could • Product type – site, local residents to support include such sites as the organization, event, tour, your cause – their Hampton House or resource; include a 50- testimonials speak Freedom Tower. word description outlining volumes to legislators. the relevance to cultural Educate other potential In preparing to develop the heritage tourism partners that may have database consider the following: • Current status – site open similar agendas or can to the public (list create mutually beneficial • Who will develop and hours/days of operation, programs. Meet with other implement the inventory? admission fees, etc.); groups that have a • How will information be organization operational legislative agenda to gathered? Mailing or e- (e.g., historical society that determine if you can work mailing forms, distribution has walking tours and a together to design win-win of forms at public good volunteer base); strategies that leverage meetings, telephone? historical story fully both of your resources • How can the database researched, annual event toward a common goal. best be set up for cross celebrating culture well (This list is adapted from referencing, updating, and established, etc. information provided by Bruce ease of retrieving • To be developed – Fraser, Executive Director of the information? historical story identified Connecticut Humanities Council, • Who will maintain and but needs further and Dan Shilling, Executive update the database? research, site identified but Director of the Arizona Humanities • What financial resources needs restoration, etc. Council, for the Share Your are needed and where can • Relevant themes – Heritage curriculum produced by they be obtained? historic, cultural, ethnic, the National Trust’s Heritage • What equipment etc. Tourism Program.) (computers, software, • Location - map the office space) is needed? location of the site, tour or Recommendation #5: Compile a • How will users (such as event comprehensive database of the Miami CVB) access cultural heritage resources in information from the Operation and Development Miami. clearinghouse to For organizations: In order to develop priorities and incorporate into their • What projects do they identify funding needs for The programs and promotions? currently have or can they Miami Legacy Project, a develop related to cultural comprehensive database of The inventory format should meet heritage tourism, i.e. tours, cultural heritage resources should the project’s needs and budget. A programs, or events. be developed. The database will database can include the following • Do they have staff and include detailed information on information: volunteers who can sites, events, attractions and become involved? organizations. The database will Administration • Do they have financial provide a clear picture in two • Date information was resources or access to categories: collected and entered in grants or corporate

database sponsorships that can • Current Status – Identify • Name of person collecting assist the project? which cultural heritage information • Can they help with the resources are currently • Name of local awareness available to visitors. This site/organization/resource campaign? will include activities such

as South Beach walking • Contact name, title, street For development of tour itineraries: tours or sites like Vizcaya and mailing address of • parking rates and that are already open and site/organization, phone, availability: auto, operational. fax and e-mail address motorcoach, bicycles, • To Be Developed – Site/Organization/Resource other vehicles Identify cultural heritage Information • hours/days of operation resources that could be developed including sites 42 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

• admission fee, if partnering organizations and As partners are identified, be sure applicable businesses in each district they are added to a mailing list to • special tour rates; group throughout Miami. receive the project newsletter and rate available; wholesale invitations to events and other rate for receptive tour To select the appropriate partners, activities. Partners should also be • operators; complimentary consideration should be given to recognized in the newsletter and admission driver/tour what resources are needed. through other venues such as guide for groups Resources will be needed in every being asked to serve on the • visitor services available: aspect of the project including speakers’ bureau or being included rest rooms, gift shop, developing the organization, in ribbon-cutting ceremonies. restaurant, other building community support, • target customer is for the determining projects, researching site/event and documenting historical data, Phase Two: Product • when are visitors not determining funding sources and Development wanted? securing funding, developing new The second phase of the Legacy • what is daily/annual marketing campaigns, restoring Project is focused on the carrying capacity (the buildings, developing interpretive development of the cultural maximum number of centers, creating programs and heritage tourism product that will visitors the site/event can events, designing collateral be offered to visitors to Miami. host without creating a materials, and many other There is a great need to focus on negative impact on activities. product development – the actual resource or negative sites, interpretation, programming, visitor experience) ? To effectively identify and utilize and events that visitors will assistance from project partners, a experience – and for attention to Marketing partners’ database should be created to complement the cultural the necessary visitor services to • What are current heritage resource inventory. A make the experience enjoyable. marketing strategies for database can include the following This phase can take several years the site, event, program, information on each partner: and, in reality, will be an ongoing tour, or activity? • Name of partner project to continue developing • Is it marketed to both organization, address, resources and services for visitors locals and visitors? phone, etc. and to maintain existing sites and • Can the Legacy Project be • Contact person at partner services. All of the interpretive incorporated into organization tools and new products that are marketing? • Description of partner discussed in this section should be • What current visitation organization – type of branded as “Legacy” sites, tours, information is available for business: tourism-related, and events to convey that they are individual sites, events, heritage-focused, etc. part of the city’s Legacy Project and programs? and are endorsed as authentic • Programs, services, and other resources offered by representations of the city’s Recommendation #6: Identify heritage. (Authenticity and and recruit partners to join the the organization • Funding assistance branding are discussed later in the Legacy Project report.) Numerous partners will be required available – requirements for application for funds to achieve success with The Miami Approaching this challenge in a • Staffing/volunteer Legacy Project. A core steering holistic manner – through a assistance available committee should first be comprehensive Miami Legacy through organization established to guide the process of Project – the following steps are • Commitment – has developing the organization and recommended: organization committed to the action plan. The committee partner on the Legacy may include partners such as the Recommendation #1: Establish Project? Dade Heritage Trust, Miami CVB, a Miami Legacy Center in each Black Archives, History and • Attach letter of community. Research Foundation, city of commitment from Legacy Centers will be the Miami, Miami Beach CDC, and organization and date of centerpiece of The Miami Legacy others. The steering committee joining Legacy Project Project. Each unique area of Miami should make it a priority to identify – Little Haiti, Liberty City, Little 43 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

Havana, Coconut Grove, Art Deco opportunity for success in centers? Tours? A District, Downtown, Brownsville, developing a product that will percentage of ticket sales? etc. – will select a building appeal to visitors and will most Lectures? Gift shops? (preferably historic) to serve as a likely have more appeal to major Cafes? Legacy Center and will design the funders because of the potential • What will be the overall center to reflect the special ethnic for significant recognition. Among operating budget for each culture and heritage of that area of the decisions that will need to be center? Will the city or the city. A Miami Legacy Center is made are: county provide some of intended to serve several purposes the funding for for the visitor: • What will be the location of maintenance? • To provide a starting point the Legacy Center in each for visiting a particular community? Are historic Recommendation #3: Develop community buildings available (such an interpretive plan. • To provide visitor services as the Post Office in Little An interpretive plan should be such as restrooms, gift Haiti, Freedom Tower in developed that will outline the shop, and café Little Havana, or Hampton methods for sharing the many • To offer interpretive House in Brownsville) that stories of Miami’s heritage and exhibits that provide an can be restored and used culture with visitors. The plan introduction to each for this purpose? should include a section for each community’s history • Are there existing visitor of Miami’s ethnic communities – • To offer ticket sales, centers/museums that can including Hispanic, Haitian, coupon booklets, or be adapted to become African-American, Jewish, and vouchers for attractions, Legacy Centers or that Asian – and highlight important restaurants, and other already meet all the historical events in each. sites criteria to achieve this • To serve as the location to designation (such as the The establishment of Legacy obtain maps, brochures, or Miami Beach Visitor Centers will be a significant step audio tours Center)? toward addressing the challenge of • To serve as the starting • What are the interpretive providing places where tourists point for guided or self- and visitor service can learn about and experience guided tours components that will be Miami’s heritage and culture. Other • To serve as a location to developed for each interpretive tools should be host special programs, center? Will the work be considered as part of the overall lectures, performances, or bid out as a collective unit interpretive plan. Among these events that reflect the (more cost effective) or will may be: community’s heritage and each community retain the culture needed developmental Historic Sites and Museums – • To serve as an information services individually? Some excellent historic sites, such center to inform visitors • What is the cost of each as Vizcaya and Deering Estate, about Legacy Centers, center? What are sources are already key attractions for sites, and activities they of funding? How can the visitors. Are there other historic can experience in all of planning organization sites that could be developed? A Miami’s districts. assist and guide raising few that require special attention the necessary funds? for development and interpretation Development of a Legacy Center • How will the centers be include: for each community will be a staffed? Volunteers? Paid • The Miami Circle – pivotal part of the success of The staff? A combination? Can Described in the Cultural Miami Legacy Project. It will one “director” on the staff Guide as a prehistoric require the cooperation of the of the planning setting for a council house planning organization as well as organization oversee the or temple for the Tequesta city and county officials and will centers? Indians, this historically require significant funding from • What revenue generating significant site is in a high- local, state, and federal sources to programs can be put in traffic location that could establish and maintain the centers. place to provide funding easily attract the attention Approaching the centers as a for the ongoing of visitors. Development of cohesive project will enhance the maintenance of the the Miami Circle as an interpretive site could 44 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

include a small museum, unusual opportunity for signs could include photographs of tours, programs, and the visitors to learn about early people and buildings, and images opportunity for visitors to Miami residents, their of letters, diaries, and other watch archaeologists as contributions to the city’s documents. Wayside exhibits and they excavate and talk development, and burial kiosks, if placed in protected with them about their customs of various locations, could also include audio discoveries. cultures. Interpretive signs interpretation through recordings of • Hampton House – This could be placed at the oral histories, music, speeches, nondescript hotel, which cemeteries to provide etc., that are retrieved by pushing opened in 1954, was a information on people who a button. An accompanying map social center for notable are buried there, on the should be made available to African American customs reflected in visitors to find their way along the celebrities and political different types of graves interpretive route. figures ranging from and tombstones, and the Sidney Poitier to Martin establishment of the Citywide Audio tour – The Miami Luther King, Jr., who cemetery. Living history Beach Community Development stayed there during cemetery tours – where Corporation has drafted an segregation and in the actors in costume assume outstanding publication, Miami years following until it the character of those Architecture: A Guide to the closed in 1974. Although buried at the cemetery and Metropolitan Area, which provides current plans call for talk about their lives – are architectural and historical restoration of the building currently very popular with information on noteworthy as a retail, office, and residents and visitors in buildings throughout Miami. When meeting space, many cities. completed, the publication will consideration should be • Freedom Tower – Plans serve as a resource for residents given instead to using the for this imposing building and visitors to learn more about site as a museum to tell call for its restoration and the city. This publication could also the story of the struggle for for creation of a museum serve as the foundation for civil rights and the events to tell the story of Cuban developing an audio tour of that occurred in Miami. An refugees. The building Miami’s architecture and history. example that could be lends itself to serving as a The audio tour – available as both investigated is the National Legacy Center, and the a cassette and CD – could be Civil Rights Museum in development of a museum purchased by visitors at any of the Memphis, Tennessee. The with exhibits, Legacy Centers. Visitors can then museum opened in 1991 programming, and events use the audio tour in their cars to at the Lorraine Motel will greatly enhance the guide them around the city. The where Martin Luther King, ability to tell this important audio tour should be a lively piece Jr., was assassinated. The story in Miami’s history. that entertains and educates hotel and adjacent travelers and encourages them to museum are managed by Interpretive signs, wayside continue their journey. The the Lorraine Civil Rights exhibits, and kiosks – The services of a historian and/or Foundation and include Orange Blossom Trail, currently folklorist as well as a scriptwriter exhibits, programs, and being developed by the city of will be needed for this project. special events focusing on Miami, will place more than two Contents should include: the civil rights story. dozen historical markers around • Music – Locally performed Information can be found the city telling of important and recorded music can at historical sites ranging from the be included throughout the www.civilrightsmuseum. Brickell Trading Posts to the first tape/CD as background org. Miami High School building. These sound. Songs can also be • Cemeteries – A number of signs offer a tremendous step played in part or in their cemeteries, including the forward in interpreting Miami’s entirety at specific portions City Cemetery, the history. In addition to these signs, along the tour route. Bahamian Cemetery on consideration should be given for • Narrative – A narrator can Charles Avenue, further development of this guide visitors from one Evergreen Park Cemetery, interpretive route to include stop to the next, providing Woodlawn Cemetery, and wayside exhibits and kiosks a historical narrative, others, can provide an throughout the city. Interpretive telling visitors what they 45 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

are seeing and why it is development, traditions significant to Miami’s that are maintained, etc. Recommendation #3: Compile culture and history. • Demonstrations – A local historical documentation – To Securing the services of a artist who practices the art ensure authenticity, a historian and celebrity as narrator will that is traditional to his/her a folklorist should be engaged to enhance the appeal of the culture, a choir that sings assist with the following: tapes. hymns from its country of • Complete historical • First-person experiences – origin, a housewife who research and document Interviews with locals prepares traditional ethnic information that will be discussing their particular foods, could add a needed in creating the culture – crafts, music, highlight to a tour and interpretive plan customs – or their provide real insight into the • Locate primary documents memories of coming to ethnic group’s culture and such as letters, deeds, Miami or significant events heritage. official records, in the area’s history should • Restaurants and shops – photographs, diaries, and be included throughout the Neighborhood “hangouts” other materials that can be tape or CD. can provide a memorable utilized in exhibits or stop for an ethnic meal or copied for use in Neighborhood Tours – Cultural to purchase a souvenir interpretive signs heritage travelers seek to explore that represents the • Conduct oral histories with and learn about what is “real” in neighborhood and ethnic residents who lived the cities where they visit, and group. through or remember neighborhood tours offer a way to hearing about significant achieve the experiences they Several cities in the United States events in Miami’s history desire. Readying the have developed successful • Document unique neighborhoods for visitors – in neighborhood tours including customs, traditions, and particular addressing visitor Chicago, Washington, D.C., folkways of Miami’s ethnic services and hospitality issues – Houston, and New York City. groups will be critical to the success of any Information on Chicago’s tours can • Check for accuracy of tours that are developed. Urban be found in the addendum to this information currently being Tour Host, a local Miami company, report. Additional information can conveyed to visitors has already made an excellent be found at the following web sites: through museums and start in bringing small groups to www.chgocitytours.com; tours Little Haiti, Little Havana, and other www.culturaltourismdc.org; • Assist in the development neighborhoods for a behind-the- www.houston-spacecity.com; of interpretive text, tour scenes look at these cultures. As and www.nycwalk.com. guide scripts, collateral interest grows among visitors, materials (brochures, neighborhood tours can be an Programs and events – The maps, etc.), and marketing excellent way to impact the local success of special events such as pieces. economies and encourage Cultural Fridays in Little Havana preservation of the culture. Tours and the Miami Architecture lecture Recommendation #4: Create may include: series produced by the Miami CDC authenticity guidelines and • Ethnic history – Anecdotes point to the interest among both certify legacy sites, events, and historical visitors and residents in learning tours, etc. documentation can be about the city’s history and There is an old saying that “truth is woven together into an experiencing the culture. A full stranger than fiction.” In reference entertaining and slate of programs, events, and to cultural and heritage sites, educational presentation activities allows for the packaging perhaps it would be better about the settlement of the of tours that include visiting sites, expressed as “truth is more ethnic group in a particular taking an audiotour or guided interesting than fiction.” Visitors neighborhood – why they neighborhood tour, or attending a have a right to expect that they are came to America, why special event or a behind-the- being told the truth when they they came to Miami, scenes lecture. As the Legacy travel to an area that promotes its stories of individuals and Centers are developed, they will heritage. The Miami Legacy families and their provide a venue for promoting as Project should insist on quality in struggles, contributions to well as hosting special events and every area of interpretation to the city’s economic programs. 46 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

ensure an authentic experience for • Programs promote the Register of Historic Places. For an visitors. public good rather than object or collection of objects, individual financial gain evidence of authenticity is Logo development – In order to strengthened by interpretation that identify Legacy Centers, as well as meets professional curatorial sites, events, tours, and programs Example: Lancaster, standards. that meet the criteria for Pennsylvania authenticity designation, a logo representing guides A Heritage Service is a research The Miami Legacy Project should A program similar to one facility, tour, lodging facility, or be created. For those who meet established in Lancaster, dining facility that meets the the criteria, the logo can be used Pennsylvania, could be developed Authenticity Guidelines. In order to on brochures, banners, to address authenticity issues and be eligible, a resource must also advertising, and signs to identify offer the best cultural heritage be open to the general public with the site, event, tour, or program as experience for the visitor. regular established hours and a place to learn about Miami’s Recognition of authentic sites must directly interpret some aspect heritage and culture. The logo can through special designation and of Lancaster County’s heritage. also be used as part of the marketing efforts could encourage Authentic interpretation conveys branding and marketing campaign those that are not currently information about a community’s that is discussed in Phase Three. providing authentic interpretation – cultural heritage through an or those are that under accurate, objective portrayal of Authenticity and quality: A development – to focus their people, sites, places, or events. Matter of Ethics – The American interpretation on authenticity. This information must be made Association of Museums (AAM) available to visitors through signs, created a Code of Ethics to Lancaster was one of the first printed materials or other media, promote integrity within the cities in the United States to create exhibits or tours. museum community and to provide authenticity guidelines to qualify the public with guidelines about heritage sites and attractions. A Heritage Event is an activity that what to expect from museums. Organizers defined an authentic meets the Authenticity Guidelines. These guidelines can be applied to resource as a site, service, or In order to be eligible, an activity every area of interpretation for the event that reflects a community’s must be open to the public, must Legacy Project: cultural heritage. A resource be scheduled on a regular basis at • Programs support its shows evidence of authenticity least once annually, and must mission and public trust through the survival of features directly interpret some aspect of responsibilities that existed during its period of Lancaster County’s heritage. A • Programs are founded on significance and through its Heritage Event is classified as one scholarship and marked by association with historic events, of two types: intellectual integrity persons, architectural or A Traditional Heritage Event is a • Programs are accessible engineering design, or technology. commonplace activity that is and encourage Different criteria were developed rooted in local culture. This activity participation of the widest for each type of authentic must demonstrate a clear possible audience resource: relationship to the cultural tradition consistent with its mission being expressed and must be and resources A Heritage Site is a landscape, promoted accordingly. • Programs respect streetscape, building, object or An Interpretive Heritage Event is a pluralistic values, collection of objects that meet the staged activity reflecting cultural traditions, and concerns Authenticity Guidelines established tradition and designated to be • Revenue-producing by Lancaster County Heritage. In educational. This activity must activities and activities that order to be eligible for designation, clearly indicate the historic time involve relationships with a resource must also be open to period, season of the year, and external entities are the general public with regular location being interpreted and compatible with the established hours and must must be promoted accordingly. museum’s mission and directly interpret some aspect of support its public trust Lancaster County’s heritage. Lancaster organizers next responsibilities Evidence of authenticity is designed a logo to identify a site, strengthened by listing in, or service, or event representing eligibility for listing in, the National Lancaster’s heritage in an authentic manner. Those receiving 47 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

authenticity designation may use or she can become engaged with the logo in banners, brochures, the location and have a For product development/visitor signs, advertisements, or in other memorable experience. In order to services assistance consider ways to identify their site, service, develop a plan to meet these sending representatives from or event as authentic. County needs in previously unvisited areas Miami to workshops conducted by tourism promoters highlight these of Miami, an evaluation of each the National Trust’s Heritage sites in their promotions and inform community should be undertaken. Tourism and Main Street programs visitors to look for the logo as a Evaluation forms can gather entitled, “The Business of sign of authenticity. (Authenticity information on the current state of Tourism.” Workshop topics include Guidelines: Lancaster County basic services, hospitality, tourist-related customer service, Planning Commission, Lancaster, accessibility and amenities. From the importance of souvenirs and Pennsylvania. For more these evaluation forms, the plan products, how to encourage local information see can be developed to address these product development, identifying www.lancastercountyheritage.c needs. Action steps may include business strengths and om) such activities as: weaknesses, and development of • Increasing security an action plan. Recommendation #5: Address presence by having visitor services needs. security guards or Safety, appearance, accessibility, “hospitality ambassadors” Phase Three: Branding and way-finding, hospitality, and stroll the community’s amenities are essential to streets to answer Marketing accommodate visitors and create questions or give Miami is fortunate to have a the level of comfort they require. directions to visitors progressive, professional • Removing bars from convention and visitors bureau that According to the famed Maslow’s windows and unlocking not only promotes what is already Hierarchy of Needs, all people doors of businesses developed, but supports have a hierarchy of needs ranging • Hosting clean-up days to development of new products that from basic (food, water, and remove litter from streets will enable them to enhance the shelter) to safety, social (love and and parking lots city’s image even more and to friendship), esteem (external and • Placing garbage cans to attract new visitors. internal) and self-actualization. A collect litter slightly adapted version of this • Developing green spaces The CVB’s marketing focus ranking reveals a Traveler’s in communities that conveys the image of Miami as an Hierarchy of Needs: currently have only paved upscale, sophisticated destination • Physiological – restrooms, streets and sidewalks. with lots to see and do – ranging from enjoying the nightlife to food, accommodations • Implementing ADA relaxing on the beaches to • Safety and security – recommendations to experiencing the city’s many knowing where you’re provide accessibility for different cultures. The CVB also going and feeling safe in wheelchairs, interpretation conducts research that provides a your new environment for the visually impaired, clear picture of the current • Social – a warm welcome etc. audience as well as travel trends from locals • Placing directional signs that enables them to target the • Esteem – experiencing throughout neighborhoods appropriate audience and respond and enjoying the place to make it easy for visitors to changing travel trends quickly. while touring, shopping, to find their way around

sightseeing • Placing ATM machines, • Self-Actualization – The CVB is also to be commended newspaper racks, other for the recognition of the need for a making a meaningful public amenities in highly connection to the place, cultural tourism director who trafficked areas coordinates activities and understanding its history, • Creating a hospitality getting to know the locals, attractions throughout the city and training program to let maintains visibility for Miami’s an experience that has locals know what cultural lasting impact heritage and culture in all planning heritage travelers are and promotions. looking for and how to As made clear in this ranking, a interact with the traveling Currently, the CVB has two major visitor’s basic needs – visitor public services – must be met before he initiatives underway that make a 48 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

significant contribution to cultural • Audience – Utilizing planning conventions) to meet in heritage tourism: current research, both in Miami. • Miami Heritage and Miami and nationally, the Culture Guide – When CVB will be able to target completed, this 80-page, the audiences that will be 4-color publication will be most likely to respond to Funding Sources for the definitive resource for the Legacy message. Culture Heritage Tourism visitors to learn about the • Tracking – The CVB can city’s heritage and culture. incorporate visitor Development The guide is intended to research in response to The success of the Miami Legacy both fulfill inquiries from the Legacy message into Project will depend upon prospective visitors and to its existing research identification of appropriate funding entice visitors to Miami. program to create baseline sources at the federal, state, and • Tourguide training – This data and to track cultural local levels. A funding mix of innovative program heritage travel increases in appropriations, grants, corporate requires all of Miami’s response to the new sponsorships, and revenue- tourguides to take a product and message. generating activities will provide a training class to learn solid foundation for the project’s about the city’s history and Collateral materials and sustainability. Following are some pass a rigorous test to advertising – The “Legacy” brand federal sources that may serve as ensure that all tours are can be incorporated into funding resources. accurate. The program advertising in both leisure and sets a laudable standard travel trade markets. In addition, it Institute of Museum and Library of authenticity. can be included in collateral Services – The IMLS supports materials. For example, in future museums’ education missions The Miami Legacy Project can printings of the Heritage and through grant programs that incorporate these two initiatives, Culture Guide, those sites meeting encourage outstanding museum and as the infrastructure is further the criteria for Legacy designation management and comprehensive developed, the CVB can can be identified by the logo collections care practices. A new incorporate the project itself into all placed next to the name of the site, grant initiative, Museums for marketing and promotional efforts. event, or activity. America, provides funding for This can be accomplished through: ongoing museum activities, Media relations – The CVB media infrastructure improvements, Branding – The CVB is in the relations department has already planning, new program unique position to brand The noted a large number of inquiries development, equipment Miami Legacy Project – and all from travel writers about Miami’s purchases, and other areas. accompanying Legacy Centers, history. “Legacy” announcements www.imls.gov Legacy Sites, and Legacy Events - offer a tremendous opportunity to to the travel trade industry and reach these writers through press National Endowment for the Arts directly to visitors. releases, familiarization trips, and – The NEA awards grants in many • Logo - By incorporating sales missions with new “product” areas: creativity, organizational the logo into advertising for them to cover. capacity, access, arts learning, and collateral pieces, and heritage/preservation. A new “Legacy” can become a Tourism sales – As with the initiative, Challenge America, familiar symbol to travel media, new “product” has a offers grants for Community Arts planners as well as welcome appeal to tour operators Development for projects that have visitors. and meeting planners who are the potential for development of • Message – The CVB is looking for new sites and cultural tourism or cultural districts. also the appropriate entity opportunities for their clients. www.arts.endow.gov to refine the message and determine what will be Convention sales – In addition to National Endowment for the communicated to visitors new heritage and culture tours Humanities – NEH supports and the travel trade to offering special activities for research, education, and public create recognition and convention delegates, convention programs in the humanities. The understanding of the recruiters can also target a new Division of Preservation Access Legacy symbol. audience of allied associations supports documentation and (such as heritage associations cataloguing activities and 49 The Miami Legacy Project: A Cultural Heritage Tourism Initiative

stabilization of material culture investment will be a remarkable collections. The Division of Public transformation of Miami’s image Programs supports historic site into a vacation destination that not interpretation, museum and library only offers wonderful beaches and exhibitions, printed materials, a resort atmosphere, but a multimedia projects, radio and desirable destination to experience television programs, reading and the unique heritage and culture of discussion groups, and other the city. The Preservation public programs. The Office of Development Initiative team Challenge Grants assists nonprofit strongly advocates the adoption of institutions in developing new the recommendations in this report sources of long-term support for and looks forward to assisting in the humanities through grants for the creation of The Miami Legacy institutional endowments, Project. construction, renovation, and other activities. www.neh.gov

Save America’s Treasures – Save America’s Treasures began in 1998 as a partnership project between the White House Millennium Council and the National Trust for Historic Preservation. The mission is to protect America’s threatened cultural treasures including historic structures, art, and collections that document U.S. history and culture. Grants, ranging from $50,000 to $1 million, are available for preservation projects. www.saveamericastreasures.org

Economic Development Administration, Department of Commerce – EDA offers a number of grants to address issues related to economic development ranging from strategic planning to infrastructure development and business recruitment. Grant categories include Public Works, Economic Adjustment, Planning, and Technical Assistance. http://12.39.209.165/xp/EDAPubli c/Home/EDAHomePage.xml

Summary The Miami Legacy Project is a challenging initiative that will require cooperation, collaboration, planning, funding and long-term commitment. The return on this 50 Miami’s Neighborhood Improvement Fund

The Preservation Development guidelines for each historic • City Hall district, develop one set of Initiatives assessment team was • Fire Station No. 2 design guidelines based asked to make on architectural style and 4) Enhancement program for type. Miami-Dade County recommendations on the use of historic districts & sites has already developed (including street signs & $5 million from the City of several good books historic markers) including From Wilderness Miami’s Neighborhood 5) Small loan program for to Metropolis and a owners of properties in Improvement Fund. publication on historic districts or sites. rehabilitation. These The team thinks that the best use The City may want to classics should be the of the funds would be leveraged target the loan program to basis for developing a with the funds available from particular neighborhoods. more comprehensive Miami-Dade County for a historic The team recommends guideline that should be resources inventory and funds targeting Little Havana distributed widely and available from the Knight initially to support the East used as the official Foundation’s National Trust Little Havana guidelines of the Historic Preservation Development Homeownership Trust and Environmental Initiative fund. program Preservation Board. An

easy-to-use brochure Other uses for such a fund might should be developed as a include: general introduction and 1) Establish an emergency guideline. fund. The emergency be

used to buy property immediately in danger of Other Potential Uses of the Fund demolition. An emergency fund might provide time for 1) Match for the Preservation the City of DHT to find a Development Initiatives new buyer who will save grant: $57,500 minimum. and renovate the building. 2) City-wide historic 2) Provide seed money for resources survey & a revolving loan fund. preparation of designation The loan fund should also reports: $1,000,000 include funds from banks spread over 5 years. The and other non-profits. survey is the basis for all Revolving funds have preservation activity and been successfully used preservation =-based around the country as a development(City staff preservation tool. estimates that there are Properties that might have 55,000 pre-1960 parcels in otherwise been the City of Miami; 55,000 demolished are saved, parcels @$50 per renovated and resold. survey=$2.75 million. Initially, DHT or the City $1,000,000=20,000 survey may have to collaborate to forms plus update of create a few existing forms). demonstration projects to 3) Rehabilitation of City- initially garner interest. owned historic sites: One example may be the $2,000,000. fire station in Wynwood on the 1923 Belvedere • High School Bungalow in Little Havana. Bungalow 3) Develop city-wide design • Gusman Theater guidelines. Rather that • Former Black develop separate design Police Precinct 51 Conclusion

The initial, and greatest, barrier and under staffed for the tasks it The Preservation Development already has mandated. A Initiatives office at the National to preservation-based successful preservation Trust for Historic Preservation will community economic development strategy needs the work closely with the City to cooperation and active determine which projects or development in Miami is the lack participation of all sectors of the programs should receive technical of a general preservation ethic. development community – public, assistance associated with the PDI for-profit and non-profit. Even grant. We will also work together to That deficit is found in the those recommendations that seem identify National Trust assistance zoning code, development solely the responsibility of the City opportunities beyond the scope of of Miami will require the support the grant and in partnership with practices and community and advocacy of the private and other organizations. development organizations. non-profit partners to become reality. Miami has the opportunity to Miami’s fragile historic sites and celebrate its diverse cultures neighborhoods will be lost if not through its neighborhoods, historic sites and downtown. The new and protected through actions Timing the old can both contribute to the supported at the highest levels. We should base community and city in the Twenty-first Century. economic development decisions Through a balance of preservation, The basis for the change should on John Ruskin’s quote, “When we conservation and well-designed be in the comprehensive plan. build, let us think that we build new development, Miami can forever.” For preservation become the city of choice for Although some preservation ethic development to be successful, all residents, visitors, and investors. can be found in certain partners must take a long-view. neighborhoods, there is still no While implementation should begin widespread understanding of the as soon as possible, systemic economic, cultural and social value economic and community of a preservation/conservation development change occurs over orientation to development. Short- decades, not months or years. Too sighted development at the often, the long-term implications of expense of longer-lasting, stable, development project approvals or viable and affordable historic inaction to save historic resources neighborhoods does not serve the are not considered. Miami’s best interests of Miami. The planning office is beginning to observations and address problems created by the recommendations contained in the zoning code. Design studies by assessment report is intended to nationally-recognized planning reorient the City of Miami, private firms have been prepared. With developers and funders and sufficient private and public policy community development support, Miami’s economic engine organizations to the greater could create a new, stronger way economic opportunities that of developing and protecting historic preservation and a neighborhoods. conservation approach can provide. Next Steps This assessment project is the Partnerships beginning of the Preservation Clearly, the breadth and volume of Development Initiative in Miami. recommendations in this Once these observations and assessment report are too much recommendations have been for the preservation office of the reviewed and discussed, the City City of Miami or of any one of Miami and its partners should community organization. As noted identify projects and adding in the report, the City’s historic responsibility for leadership. preservation office is under funded 52 Appendix A: Transfer of Development Rights

Transfer of Development Rights One difficulty with the concept of Sending Areas: TDR programs creating TDR in Miami is the (TDR) is a tool to used to allow the transfer of future difficulty in identifying appropriate preserve sensitive areas, such development potential from receiving areas. The over-zoning properties in sending areas. common in most of the core areas as historic districts and Sending areas are designated of Miami weakens the incentive to productive farmland, by where the community desires receive development rights. preservation or development redirecting development limitations, such as productive potential to more suitable areas. farmland, environmentally What are TDR Banks? sensitive areas, scenic areas, In the 1970s and 1980s, several open spaces or historic buildings The most common TDR program communities on the east and and districts. Land owners in allows the landowner to sell the sending areas are restricted from development rights to a developer west coasts began putting these making maximum economic use of who then uses those development theories into practice. their properties through zoning or rights to increase the density in a other regulations. new development or receive

certain variances. A variation of After a sending area land owner that type of a TDR would be a What is TDR? sells development rights, situation in which the developer TDR is an incentive based tool development of that property (or transfers the development rights used by some communities to help sale for development purposes) is from one property to another achieve land use goals – generally prevented through a deed property the developer owns. The at little or no public expense. Such restrictions or conservation higher density that developers are goals may include historic easement. All other rights remain able to realize is the incentive for preservation, farmland in the sending area property. For them to buy development rights. preservation, environmental example, an owner of an historic protection, scenic vista property who transfers A second method allows a local preservation, and/or growth development rights retains title to government to establish a TDR management. To achieve these the land and may continue to live Bank to transfer development goals, TDR is used in concert with in, lease or use the property. TDR rights. In this method, developers, other land use tools such as allows sending area owners to who wish to develop at a higher zoning, subdivision regulation, and achieve, through the sale of density than current zoning allows, government or non-profit land development rights, some to all of would purchase development purchase. the economic gain which could rights from the local government. otherwise be realized through Again, the higher density is the Although it is used to achieve development. incentive for the developer to community objectives, the concept purchase development rights of of TDR is fundamentally linked to properties in areas that it wants to private property rights. All owners Receiving Areas: Receiving area protect from urban development. of private property in the United landowners may purchase The receiving area could not States hold with it an interest in a development rights from sending increase in density higher that ‘bundle of rights’. Elements in the area land owners. Receiving areas some maximum set within the bundle may include the right to are designated as mapped over comprehensive land-use plan. The maintain the land use, the right to lands identified in land use plans difference between the density mine or excavate, and the right to as appropriate for new or with or without the TDR credits build or subdivide. These rights additional concentrated would be permitted “bonus” that may be limited through laws development. They are usually in the developer could realize. enacted by government, like areas well served by transportation zoning and environmental networks and public sewer and There are several benefits to regulations. TDR suggests that the water systems. However, the implementing a TDR bank right to develop property can be mapping of receiving areas in rural including: (1) a guaranteed market, transferred from one property development areas or larger areas purchases and price can resolve owner’s bundle to another owner’s up to nearly an entire town is also speculative land values and timing bundle to achieve community land possible. problems; (2) a bank would use goals. capitalize on the land acquisition know-how of existing community 53 Appendix A: Transfer of Development Rights

development organizations and he or she may own, or purchases be predictable and should foundations; (3) a TDR program those rights from landowners in the adequately reflect the true value of and bank can set development sending areas, or from the TDR the development rights in order to standards and create examples of bank. It is recommended that encourage owners to participate. successful TDR transactions to receiving areas should provide for The establishment of a TDR bank promote their use; (4) a bank can sufficient additional density more can help keep a program active act as a central clearinghouse and than the transferable rights would during slow economic times and maintain a single register of TDR allow to provide an incentive. This provide a floor for TDR prices. In credits. creates a competitive market addition, developers may find it among landowners wishing to sell easier to purchase development development rights, and among rights from a governmental entity, How Are TDRs Managed? developers needing to purchase rather than from individual those rights. It is important to note landowners. Finally, a well-trained There are four main elements of a that receiving areas do not have to planning staff must carefully TDR that must exist in all be contiguous to the sending areas manage the program. successful programs: (1) a nor do they have to be in one large designated preservation zone (the mass. However, wherever the sending area); (2) a designated receiving/sending areas are, the growth area (the receiving zone); use of TDRs should be consistent (3) a pool of development rights with a community’s comprehensive that are legally severable from the plan, future land-use map, and land; and (4) a procedure by which capital improvement program. development rights are transferred from one property owner to another. To be effective, a TDR program should be simple and easy for Without these components, landowners and the public to landowners will have trouble understand. There must be a finding a buyer for their strong commitment to the TDR development rights. The lack of a program by the political leadership market for landowners who are of the community. A TDR program mandated to dell their takes time to work and must be development rights to realize the mandatory, rather than voluntary, economic development value of for landowners in the sending area their property could be grounds for and for the higher density building legal action, especially in Florida in the receiving areas. Smart with the Bert J. Harris, Jr. Private developers usually can gain extra Property Rights Act. Under a density through variances or other voluntary TDR program, the lack of means and will have little incentive a receiving area would result in to purchase development rights development occurring in the unless the zoning process is sending area just as before and relatively inflexible and with little land being protected. incorruptible. Political pressure to change back to old ways, before the program has had a chance to It is essential that developers have work, may be very strong. an incentive to purchase development rights (i.e., a density Land owners need adequate bonus). As part of the incentives to sell their development comprehensive plan, a TDR rights just as developers need program must provide incentive for adequate incentives to purchase the government to increase the the development rights. Also, the building capacity within the density bonus in the receiving receiving zones when TDRs are areas must be attractive enough used. This extra capacity is for developers to want to purchase approved only after the developer the development rights. The value transfers the development rights of the development rights should 54 Appendix C: National Trust for Historic Preservation & Miami’s Assessment Team

The National Trust for Historic Preservation Development priorities for follow up program Initiative, National Main assistance from full range of Preservation is a private, Street Center, and National Trust technical nonprofit organization chartered National Trust Community assistance. To support economic Partners. and community development by Congress in 1949. It provides through historic preservation, the leadership, education and PDI office: ƒ Designs ‘packages’ of advocacy to save America’s National Trust Community comprehensive technical diverse historic places and to Revitalization Department and financial services for The National Trust’s Community client communities; revitalize communities. Revitalization Department ƒ Uses the broad array of For more than 50 years, the develops programs and initiatives National Trust expertise in to revitalize America’s historic interdisciplinary teams & National Trust has been helping communities – downtowns, programs people protect the irreplaceable. neighborhood commercial districts ƒ Builds strategic and residential area. Leading the partnerships With more than a quarter million preservation movement’s efforts to members, the National Trust is use historic preservation to rebuild communities and encourage National Trust Community the leader of the vigorous economic development, the preservation movement that is community revitalization programs Partners of the National Trust develop Community Partners offers a range saving the best of our past for innovative and fresh approaches to of financial and technical the future. community building. assistance to preservation organizations, community development corporations, local The National Trust supports governments and developers preservation through a wide range engaged in historic rehabilitation of programs and activities. It projects that promote economic ƒ Operates a nationwide and community development. collection of National Trust Its National Trust Loan Funds Historic Sites. (NTLF) has a 32-year track record ƒ Provides technical and of lending to projects in low- financial assistance to income historic districts and to state and local specific endangered historic organizations; resources nationwide. ƒ Promotes travel to historic destinations; Preservation Development NTLF consists of two preservation ƒ Works on Capitol Hill and Initiatives revolving funds, the Inner-City in state legislatures and The National Trust’s Office of Ventures Fund and the National city halls to encourage the Preservation Loan Fund. Since adoption of laws and Preservation Development Initiatives (PDI), offers a 1980, these funds have closed on policies that support 171 loans for an aggregate dollar preservation; comprehensive approach to preservation-based economic amount of $16.5 million and ƒ Goes to court to ensure currently possess combined assets that preservation laws are revitalization. Initially funded by a grant from the John S. and James of approximately $10 million. The upheld; Funds have played a role in the ƒ Teaches people about the L. Knight Foundation, PDI helps targeted city governments assess, rehabilitation of over 600 historic benefits of preservation properties resulting in the through workshops and develop and realize the full economic development potential of production of 2,500 housing units other educational and 1.7 million square feet of programs; and their historic sites, landmarks and districts. The breadth of historic commercial space and community ƒ Demonstrates how facilities. Types of loans have preservation can revitalize preservation resources and opportunities is first identified varied from acquisition, communities through construction, mini-permanent, programs such as the through a comprehensive assessment. Cities then set predevelopment and equity bridge 55 Appendix C: National Trust for Historic Preservation & Miami’s Assessment Team

loans, guaranties and working local businesses that can compete National Trust Headquarters capital lines of credit. in today’s marketplace.

Community Partners has also The Center serves as a performed private placements of clearinghouse of information $33.7 million in historic tax credit specific to community equity with corporate investors redevelopment, offers technical through the services of its consulting, provides reports on Heritage Property Services revitalization and preservation group. Its $25 million Banc of issues, sponsors conferences and America Historic Tax Credit workshops, conducts research, Fund has become an industry and offers advocacy and general leader in the syndication of small- assistance on critical revitalization scale rehabilitation tax credit issues in both rural and urban projects, having directly invested communities. or committed nearly $14 million nationwide. Southern Office The National Trust has established National Main Street Center a system of six regional offices and Alan Karchmer Established in 1980, The National two field offices to provide aid to Main Street Center is the nation’s state and local preservation efforts. Heritage Tourism Program The Southern Office, located in largest full-service commercial The National Trust defines cultural district revitalization organization Charleston, South Carolina, provides support and services to heritage tourism as "traveling to with a network of over 2,000 active experience the places and commercial district revitalization grassroots preservationists, organizations, commissions and activities that authentically programs. Cumulatively, the represent the stories and people of commercial districts taking part in individuals throughout nine states including Florida and two territories the past and present." Cultural the Main Street program have heritage tourism includes historic, generated more than $16.1 billion – Puerto Rico and the US Virgin Islands. The Southern Office also cultural and natural resources. in new investment, with a net gain of more than 226,900 new jobs coordinates efforts to preserve Rosenwald Schools. The National Trust's Heritage and 56,300 new businesses. Tourism program provides

technical assistance helping The Southern Office provides field The Main Street program is one of cultural and heritage attractions and technical assistance services, the most successful economic develop successful and partnerships with state and local development strategies in the sustainable programs that will organizations and works to expand United States. Applying its enhance communities for residents the presence of the National Trust trademarked Main Street Four- and visitors alike. Consulting in its region. The Regional Offices Point Approach, the Center assists services are available in strategic also maintain a system of two communities interested in planning, preservation, tourism advisors in each state to assist revitalizing their traditional development, interpretation and with the identification and commercial districts. marketing. The program's work response to critical preservation Understanding that a community includes a series of "how-to" issues. cannot achieve success through a materials to help individuals and single project alone, the Center organizations developing cultural emphasizes a multifaceted and heritage tourism programs, approach to establishing a and the program serves as a revitalization effort based on the national advocate for cultural four points: organization, design, heritage tourism issues. promotion, economic restructuring. This comprehensive model helps The Heritage Tourism program is communities develop a solid an active participant in Partners in framework for returning their Tourism, a coalition of cultural and commercial district to a vibrant and heritage tourism practitioners and bustling neighborhood with thriving Share Your Heritage, a coalition of national cultural organizations and 56 Appendix C: National Trust for Historic Preservation & Miami’s Assessment Team

agencies that has been funded by Preservation, the City of Pittsburgh politically savvy community American Express and the Board of Code, and past president organizations and special services National Endowment for the Arts. of the Northside Leadership or business improvement districts Conference. to make sure local residents and merchants are empowered Assessment Team Mr. Lowe has received city, state, participants in the transformation and national honor awards for his and revitalization of their many contributions to the neighborhoods. Stanley A. Lowe revitalization of Pittsburgh’s Vice President, Community neighborhoods, including awards Mr. Goldman’s many professional Revitalization – National Trust for from the Pennsylvania General associations include serving as Assembly, the National Building founder and chairman of the Historic Preservation Museum, and the National Trust Ocean Drive Association. He is a for Historic Preservation. member of the Board of Trustees Mr. Lowe joined the National Trust of the National Trust for Historic for Historic Preservation in 2001 as He is a graduate of the National Preservation, and in 2001, took his Vice President for Community Development Training Institute, place as Chairman of the Greater Revitalization, after serving on the Baltimore, Maryland (1992) and Miami Convention and Visitors National Trust Board of Trustees holds a B.A. in History/Economics Bureau. He is also on the Board of for more than eight years (1992- from Shaw University, Raleigh, Trustees of the Historic Hotels of 2001), and previously, on the North Carolina (1972). America, the Downtown Alliance, Board of Advisors (1984-1993). and is a Trustee for the Lower east He currently serves as Vice Side Tenement Museum. President of Preservation R. Anthony Goldman Programs of the Pittsburgh History Manuel T. Ochoa & Landmarks Foundation, where Goldman Properties Company & Member he formerly held the position of of Board of Trustees, National Trust for Special Assistant to the Assistant Director, Preservation Loan Fund. Historic Preservation Secretary for Community Planning and Prior to his appointment to the For over thirty, Tony Goldman, Development – US Dept. of Housing & National Trust, he was Executive chairman and CEO of The Director of Pittsburgh’s Housing Urban Development Goldman Properties Company, Manuel T. Ochoa, AICP is Special Authority (1994-2001). has been recognizing the value in Assistant in the Office of the

depressed, undervalued urban Assistant Secretary for Community Mr. Lowe’s previous employment areas, and restructuring them – Planning Development for the U.S. positions include: Director of transforming declining historical Department of Housing and Urban Neighborhoods and Planning districts into popular, thriving Development. Appointed as Policy, City of Pittsburgh; Director global destinations. Mr. Goldman Special Assistant to the Assistant of Business Development for was a driving force behind the Secretary and the General Deputy Cranston Development Company; transformations of the Upper West Assistant Secretary (GDAS) for Product Design Coordinator for Side, the Wall Street Financial Community Planning and Pennsylvania Blue Shield; Chief District and Soho in New York City, Development (CPD), Mr. Ochoa is Executive Officer for the South Beach in Miami Beach and assists the office in making policy Manchester Citizens Corporation; now in Center City Philadelphia. decisions. CPD manages HUD’s and Founder and Representative economic development, homeless to the Pittsburgh Community Mr. Goldman’s uncanny instinct for assistance, housing, and Reinvestment Group. He has recognizing urban trends goes community development served as guest lecturer at hand in hand with a creative programs. CPD includes HUD’s Columbia University, Rutgers approach to revitalizing down and flagship grant programs: University, Carnegie Mellon out neighborhoods. The synergy of Community Development Block University, and the University of his multifaceted approach has Grant program (CDBG) and HOME Pittsburgh. become his hallmark. He Investment Partnerships program.

translates the pioneer’s excitement As special assistant, Mr. Ochoa In addition to his board service of discovery into financial duties primarily include with the National Trust, volunteer investment, while respecting representing the GDAS at leadership activities include past historic architecture and embracing meetings, assisting in the general board memberships on the preservation efforts. All the while, operation of the office, and Pennsylvania Bureau of Historic Mr. Goldman works to establish 57 Appendix C: National Trust for Historic Preservation & Miami’s Assessment Team

researching and advising on policy developed a partnership with the Additionally she provides technical matters. Tennessee Historical Commission, assistance on regionally important Tennessee Main Street Program preservation issues. Mr. Ochoa has a background in and Tennessee Arts Commission urban and regional planning to create and conduct a series of Ms. Hanbury joined the Trust in the having worked previously as a workshops titled “Promoting Your spring of 2001. Prior to joining the local planner in Arlington County, Cultural Resources” which the National Trust she was the Virginia; the National Capital team presented to communities regional architectural historian in Planning Commission, the Federal across the state. the Tidewater region for the government’s planning agency in Virginia Department of Historic Washington, DC; Carrboro, North From 1990-1992, Ms. Brackett Resources (SHPO). Additionally Carolina; and Miami, Florida. Mr. served as the department’s State she has worked for a Community Ochoa also specializes in historic Coordinator for the National Trust Development Corporation which preservation and commercial for Historic Preservation’s Heritage provided affordable housing and revitalization having previously Tourism Initiative. Through this holistic community development in worked as a program associate for program, Ms. Brackett worked with Portsmouth, Virginia. She has the National Main Street Center of four multi-county areas to develop also worked as a preservation the National Trust for Historic tourism programs based on the planner in the private sector where Preservation. Mr. Ochoa is also a regions’ culture and heritage. she worked extensively on master member of the American Institute planning for historic family quarters of Certified Planners. Ms. Brackett has served as on U.S. Army installations. She executive director of Historic has also worked in the financial Nashville Inc., Nashville’s nonprofit sector and was a trust and Carolyn Brackett preservation organization, director investments officer for what is now of statewide projects for Bank of America. Tennessee 200, Inc., the state’s Senior Program Associate, Heritage bicentennial project, and director of Ms. Hanbury received her B. A. in Tourism Program – National Trust for Marketing for The Hermitage, Art History from Yale University Historic Preservation Home of President Andrew and M.U.P. in Urban and Carolyn Brackett is Senior Jackson. Environmental Planning from the Program Associate for the School of Architecture at the Heritage Tourism Program of the Ms. Brackett has a Bachelor of University of Virginia. National Trust for Historic Science degree in historic Preservation. She has devoted her preservation from Middle Denise L. Johnson career to the field of history and Tennessee State University in Deputy Director, Community Partners – heritage tourism working at the Murfreesboro, Tennessee. local, state and national level. In National Trust for Historic Preservation Denise L. Johnson has 20 years of her position with the National Mary Ruffin Hanbury nonprofit and for profit experience Trust, she provides heritage Program Officer, Southern Office – in affordable housing development, tourism consulting services to real estate syndication, clients across the country. National Trust for Historic Preservation Mary Ruffin Hanbury is responsible commercial real estate and asset

for advisory and field services management. She has specialized Ms. Brackett serves on the throughout the fifteen states in the in redevelopment of commercial President’s Advisory Council on southern region, and in particular real estate projects to significantly Historic Preservation and is Florida, Kentucky, Louisiana, increase value through the use of working with the Council to Puerto Rico and the U.S. Virgin historic preservation and coordinate and enhance heritage Islands. She is the regional renovation to reposition under- tourism programs at the federal coordinator of the National Trust’s performing properties. level. Her involvement in the Historic Neighborhood Schools tourism industry began in 1988 Initiative. Through the Community Ms. Johnson has worked with real when she joined the Tennessee Organization Effectiveness estate development companies Department of Tourist Program (COEP), she provides and investment firms, including Development as Assistant Director extensive facilitation and Manna, Inc., Washington, DC, of Information. In this position, she organizational development Bronson & Hutensky, Hartford, worked extensively with travel services to governmental and non Connecticut, and Cigna Capital writers and developed special profit organizations in the region. Advisors, Bloomfield, Conn. She promotions. Additionally, she 58 Appendix C: National Trust for Historic Preservation & Miami’s Assessment Team

has held her current position for six nonprofit housing development revitalization organization in South years. As Deputy Director of and advocacy groups and has Carolina and marketing director of Community Partners, Ms. Johnson provided assistance to a variety of a commodity brokerage firm in is responsible for managing all grassroots organizations in the North Carolina. administrative aspects of Washington D.C. metro area. Community Partners $1.1 million Mr. Nichols holds a BA from the program budget. She has Ms. Stauffer currently serves on University of Alabama in History additional responsibility for the board of a number of and Political Science with graduate originating and underwriting loans nonprofits, including: Dance Place study in marketing and business made through the National Trust and Miriam’s House. She also is a administration. Loan Funds and for providing member of the Advisory Council technical assistance to developers for the Northwest Church Family of historic properties, including Network, a housing program for Joshua Bloom organizational development, low-income families. She holds an financial structuring, and other undergraduate degree in Social Senior Program Associate, National preservation-related issues. Work and Biblical Studies from Main Street Center – National Trust for Fresno Pacific University. Historic Preservation Most recently, Ms. Johnson has Joshua Bloom is a senior headed the DC Initiative that program associate with the NMSC. includes a $1 million rehabilitation R. McDuffie Nichols He provides training and guidance fund for the Mount Vernon Square Director, Preservation Development to both urban and town Main neighborhood in Washington, DC Initiatives – National Trust for Historic Street programs in the Northeast to mitigate the impact of the new and scattered other places. Among DC Convention Center. Preservation the urban programs he assists are Mr. Nichols develops and twenty-one neighborhood Ms. Johnson holds a BA in manages new initiatives and commercial districts in the city of Economics from the University of strategic technical assistance Boston, the Forest Park Southeast Pennsylvania with advanced study services. neighborhood of St. Louis, and in mathematics from McGill designated communities of the University in Montreal. Mr. Nichols served on the National Main Street Initiative, a Governor of Maryland’s Smart partnership between the NMSC Rhoda J. Stauffer Codes Steering Committee to and the Local Initiatives Support design a rehabilitation building Community Investment Manager, Corporation to establish Main code and Smart Growth Street programs in community Community Partners – National Trust development guidelines and development corporations for Historic Preservation assisted in the development of nationwide. He also provides Rhoda Stauffer has spent most of urban neighborhood Main Street technical services to New Jersey her 20-year career in the field of programs in Boston, Baltimore, and New Hampshire Main Street housing and community Washington, DC and Detroit. Mr. towns. Josh specializes in development. Prior to joining the Nichols also served on the developing market analyses for National Trust, she spent 14 years International Franchise Association traditional business districts. He directing technical assistance and Emerging Markets Committee for received his B.A. from Columbia lending programs for the McCauley increasing minority and women- University and a master’s in Institute. Ms. Stauffer’s owned franchise businesses and historic preservation from the background is in training and as a member of the board of the University of Pennsylvania. Before technical assistance; nonprofit Responsible Hospitality Institute. joining the staff of the Main Street organizational development and He also serves on the community Center in 1995, Josh served as management; financing and board of directors and the executive director of Main Street developing affordable housing; and architectural review board for South Orange in South Orange, grassroots leadership Montgomery Village, Maryland. New Jersey, his home town. development. Her background also includes business and Prior to his current position, Mr. administrative management, and Nichols managed and coordinated building bridges between resource- the Main Street Center’s technical rich entities and resource-poor assistance to community and state communities. She has played a Main Street programs. He has also key role in founding a number of served as director for a downtown 59