Blight on the ballot.
Kahunah Properties was seeking voter approval to redevelop a blighted commercial district in the North Beach neighborhood of Miami Beach.
Voters had said no before.
The 10 square blocks along 71st Street between Indian Creek Drive and Collins Avenue had been blighted for many years, but community opposition against redevelopment had been a constant hurdle for redevelopment efforts.
Just two years prior, a separate developer had attempted to redevelop the adjacent Ocean Terrace district. That effort failed after residents organized an effort to defeat the referendum. Coincidentally, MDW was the chief consulting partner for that community group, entitled “Save North Beach.”
Furthermore, certain political candidates fanned the flames of opposition, using the controversy surrounding the project to help further their own electoral goals.
Change the conversation.
MDW spearheaded a multifaceted campaign to educate and persuade voters about the ample benefits of the project. Our campaign highlighted how the project would promote resiliency, crime reduction, and historic preservation — issues which our research indicated was of much greater concern to voters than perceived overdevelopment.
Through a targeted direct mail, digital advertising, and email campaign, our “North Beach Now” political committee effectively shifted the perceptions around the project and solidified support from the local community. In particular, we highlighted testimonials from a diverse set of community leaders, including elected officials and historic preservation advocates, to help drive the message home.
