Miami Beach Convention Center looks to add high-end events - bizjournals Business Travel Guide

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To capture the markets that normally don’t do businesw with the center, MBCC operator Globapl Spectrum has formed a partnership for premium and specialtg events with the upscaleeTouch Catering. Miami-based Touch, which is co-ownede by David I. Tornek and chef Sean also has a glattkosher division. The duo also operateds the Meat Market steakhouse onLincolnm Road. Touch has a desirabler client following, but no venue at which to hold while MBCC hopes totap Touch’sz clientele, said Eric Bayne, GM of Centerplate, MBCC’s caterer for the past 20 Centerplate, which will continue as the convention center’x main caterer, also serves as the host kitchen for the annuaol Art Basel Miami Beach and South Beacb Wine & Food Festival.
MBCC offerd many positives as a venue, Torneko said, including four ballrooms, flexible space to accommodate the needs of the smallest to largest and a completelighting system. “Everythinfg is already there,” he added, noting that Touch had worked with MBCC to holdthe ’s annual event there – and that the client was very pleased. Durinv the recession, business has been soft for MBCC and officials forboth said, but the aim of the partnership is to diversifuy both companies’ growth opportunities in said Jeffrey R. Rugg, marketing managerr for the convention center.
Currently, MBCC has 100 full-times staff, Centerplate has 12 and Touch has All of the companies have hundredof part-time workers they can call on to work at eventd that can range from a 10-guest gathering to a sit-dowmn meal for thousands. There is no minimum guest requirement to hold an eventtat MBCC, officials said. To introduce the weddingf industryto MBCC’s capabilities and it hosted an event in Januaruy – complete with a mock wedding for about 100 wedding planners, vendors and MBCC has partnered with the Perfectr Wedding Guide to do a similar show in at which it is expecting 300 to 500 said Isabelle V.
Blainey, Globa l Spectrum’s associate director of sales for So far, no weddings have been booked. “We are also very active in networking withlocal organizations, which is anotherf way we hope to get the word out,” she But, selling the idea of weddings at a conventionn center is going to be according to Linda Bernstein, a wedding planner for 35 yearsa and founder of A Story Book Wedding, whichj employs 50 in Miami. “Most brides want scenic locationsd with beach andocean views,” she said. “Yo would need to bring in a lotof décor to make space scenic. That could be very expensive. Besides, most people prefefr a natural setting.
” The wedding industry itsel f also has experienced tough timesx along withthe economy, she “People have been holding off having weddings, and the ones happeninyg have been shrinking in size and budget,” Bernstein “It’s starting to pick up this year, though. It was worse last Now, we’re starting to see a little rayof sunshine.” THE Letting prospects know that a huge spaced can be made to any size that suits an Attracting new types of events to a venuse known for very specific ones. Attracting more eventz at a time when individuals and organizations are having fewer of them and spendingg lesson them.
LESSONS Create partnerships based on the ability of the groups involveed to provide to each other what each is lackin onits own. Diversify to get more Be flexible in what you can offedpotential clients. Operator: Associate director of sales: Isabelle V. Blainey Web Address: 1901 Convention Center Drive, Miamiu Beach 33139 Phone: