Nightlife Sub-Committee Backs Proposed Event To “Diversify” Memorial Day Weekend

“We are going to encourage a return to the diversity we enjoyed in the early ‘90s.”—David Kelsey, president of the South Beach Hotel and Restaurant Association.

By Erik Bojnansky
Editor 

Will a dance fashion show on the beach facing Ocean Drive slanted toward the dance and house crowd succeed in bringing a little diversity to what has become a predominately hip-hop oriented Memorial Day weekend?

The Nightlife Advisory Task Force will explore this idea on October 8, when the committee examines a proposal by Noah Lazes, co-owner of Level and president of Ark of Miami, Inc. to inaugurate the First Annual South Beach Dance and Fashion Festival on May 24 to 26.

An informal “Memorial Day” sub-committee of Miami Beach’s Nightlife Advisory Task Force gave its recommendation to explore the idea further.

“You are not going to have a [promoter] come here on the Beach and overcome what we are [on Memorial Day] unless we’re on the same page,” Lazes said. 

David Kelsey, president of the South Beach Hotel and Restaurant Association and chairman of the Memorial Day sub-committee, said the goal is to explore ways of attracting a broader music audience next Memorial Day weekend.  “We are going to encourage a return to the diversity we enjoyed in the early ‘90s,” Kelsey said.

Since Memorial Day 2001 many nightclubs and bars have sought to capitalize on a “hip-hop” themed three-day weekend.  During the 2001 weekend, over 200,000 hip-hop fans from all over the country nearly overwhelmed the City of Miami Beach.  When some events were oversold, disruptions occurred and police arrested more than 200 people.

A year later the Beach invested nearly $1 million to be prepared for the crowds, including extra police and fire services.  There were few incidents during Memorial Day 2002, but many local residents evacuated from the Beach and, some merchants complained, many of the hip-hop fans were content to see the sights without dining, drinking or shopping at SoBe establishments.  “I haven’t been to a club since I got here,” Houston rapper Scarface told the SunPost last May.  “The best party is out on the strip.”

So the sub-committee set out to explore ways of staging an event that would encourage nightclubs and promoters to plan other events besides hip-hop.  A previous idea to hold a giant “runway” fashion show on Ocean Drive fizzled due to a lack of funding from the City of Miami Beach.  “The city was reluctant to embrace anything beyond [extending hours past 7 a.m.],” Kelsey said.  Another idea brought up was to present a rock and R&B concert.

Lazes and his marketing agent Maxwell Blanford then proposed organizing “the largest dance and fashion festival” on Miami Beach.  “The South Beach Dance and Fashion Festival on Miami Beach will feature more than 20 nightclubs and five outdoor venues,” stated a memo from Lazes.  “By combining a spectacle of outdoor festival style DJ dance parties, fashion shows and theatrical performances with the excitement of hundreds of themed parties at South Beach nightclubs, [the festival] will be an entertainment event like never before seen.”  Under his proposal, tourists could purchase a single or three-day pass that would include admission to a festival on the Beach as well as entry to participating nightclubs.  “The beach festival will host an array of fashion events during the day including ‘model’ volleyball, swimsuit fashion shows, summer fashion wear, and fitness event,” the ARK memo stated.  “The nighttime events will focus on nationally recognized house and trance DJs hosting late night dance events.” Lazes also hopes to get radio and television stations as “partners” for the event.  He predicts that as many as 100,000 people would be attracted to such an event.  “The idea is to try and pick up an older crowd,” he said.  “Not [create] another Winter Music Conference.”

David Wallack, owner of Mango’s, said the idea is worth looking at, but is skeptical about whether or not other Ocean Drive businesses would accept such a party.  Wallack said many restaurants and bars on Ocean Drive will be reluctant to support a fenced off party on the beach featuring alcohol and dancing because it may draw crowds away from them.  “If you framed it and designed it in terms of co-habiting with Ocean Drive businesses it might fly,” he said.  “But if it is perceived as direct competition, it won’t fly.”

Lazes insisted that an event such as this would not be successful unless there are gates on the beach, an admission is charged and alcohol is served.  Lazes also said the event can still be designed in such a way that it “co-exists” with neighbors.

“It will have to close at midnight,” Wallack offered about such a party.  Still Wallack admitted that, “from what I see, it could be a very good thing.”

Kelsey suggested that the plan be presented to the next nightlife task force meeting to “flush things out.” He also suggested that Lazes work with the Ocean Drive Association.

“I’m excited at least you have a concept,” offered Maggie Fernandez of the city’s Arts, Culture and Entertainment Department.  “Now we have to develop the concept and apply the concept.”

Any such “concept” would also have to apply for a special event permit, Fernandez said. 

In the meantime, Luther Campbell’s Rockville Entertainment has already filed an application to use Lummus Park between 11th and 14th streets for the Umoja Art and Culture Street Festival between May 23rd and May 26th. “This is a traditional African festival for the coming together of all people, mostly African-Americans, from all across the country… to promote unity,” the application states.  “The festival will include a street festival, cultural seminars, workshops and concerts on Ocean Drive.”  The type of music, to be played on three stages, will consist of “pop” and “jazz,” the application states.  On a site map, a stage was also designated for “rap.”  The event will be promoted by radio stations across the country, BET, MTV, publications and the internet, the application stated.  Expected attendance is between 30,000 and 40,000 a day.