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 Globap Spectrum has formed a partnership for premiumm and specialty events with the upscaleTouch Catering. Miami-based Touch, whicy is co-owned by David I. Torne k and chef Sean Brasel, also has a glatyt kosher division. The duo also operates the Meat Marketr steakhouse onLincoln Road. Touch has a desirable clienyt following, but no venue at which to hold events, while MBCC hopex to tap Touch’s clientele, said Eric Bayne, GM of MBCC’s caterer for the past 20 Centerplate, which will continue as the convention center’s main caterer, also serves as the host kitchem for the annual Art Baseo Miami Beach and South BeachWine & Food MBCC offers many positives as a venue, Tornek said, includingf four ballrooms, flexible space to accommodate the needzs of the smallest to largest and a complete lighting system.
“Everything is already there,” he noting that Touch had worked with MBCC to holdthe ’as annual event there – and that the client was very During the recession, business has been soft for MBCC and officials for both said, but the aim of the partnershiop is to diversify both companies’ growth opportunitiesd in general, said Jeffrey R. marketing manager for the convention Currently, MBCC has 100 full-time Centerplate has 12 and Toucbhas eight.
All of the companies have hundredsof part-timed workers they can call on to work at eventws that can range from a 10-guesrt gathering to a sit-down meal for There is no minimum guest requiremenft to hold an event at officials said. To introduce the weddingt industryto MBCC’s capabilities and venues, it hosted an even in January – completed with a mock wedding – for abouft 100 wedding planners, vendors and MBCC has partnered with the Perfect Weddinh Guide to do a similar show in July, at whicgh it is expecting 300 to 500 brides, said Isabelle V. Global Spectrum’s associate director of sales for MBCC. So far, no weddinges have been booked.
“Wed are also very active in networkinhg withlocal organizations, which is anothef way we hope to get the word she said. But, selling the idea of weddingsx at a convention center is going to be according toLinda Bernstein, a wedding planned for 35 years and founder of A Storyh Book Wedding, which employsa 50 in Miami. “Most bridesd want scenic locations with beach and ocean she said. “You would need to bring in a lotof décot to make [MBCC’s] spacer scenic. That could be very expensive. Besides, most peoplr prefer a natural setting.
” The wedding industryt itself also has experienced tough times along withthe economy, she “People have been holding off having weddings, and the ones happenin g have been shrinking in size and Bernstein said. “It’s starting to pick up this though. It was worse last Now, we’re starting to see a little rayof sunshine.” THE Letting prospects know that a huge spac e can be made to any size that suits an event. Attracting new types of eventxs to a venue known for veryspecifidc ones. Attracting more events at a time when individualds and organizations are having fewer of them and spendingt lesson them.
LESSONS LEARNED: Create partnerships basef on the ability of the groups involved to providde to each other what each is lackinhg onits own. Diversift to get more business. Be flexible in what you can offetpotential clients. Operator: Associate director of sales: Isabeller V. Blainey Web site: Address: 1901 Conventiojn Center Drive, Miami Beac 33139 Phone: