2015 IDA AWARDS: EVENTS AND PROGRAMMING Boca Raton Community Redevelopment Agency

BRAZIL COMES TO DOWNTOWN BOCA RATON Downtown Boca’s signature annual event, Brazilian Beat, brings together the art of music and dance with the cultural celebration of Brazil and its Independence Day. 11,000+ visitors from Boca Raton and across South Florida descended into the heart of Downtown Boca – Sanborn Square and the Pedestrian Promenade – enjoying the entertainment and driving business traffic. The event has emerged as a successful example of the goals of the Boca Raton CRA and the vision for downtown – where residents, businesses and visitors unite in a vibrant and happening destination, celebrating a culture and spirit that is very much part of our community.

INNOVATION  Brazilian Beat is Boca Raton’s official festival for Brazil’s Independence Day, which celebrates pride in country, passionate patriotism and cultural identity.  The goal of the Boca Raton CRA to position Downtown Boca as a relevant, vibrant, and happening destination, attracting visitors from Boca and beyond. The CRA realized that a signature event held in the downtown area could meet this goal and provide excitement for our community and support of our businesses.  The CRA also strived to recognize the cultural diversity of Boca Raton and the surrounding area – more than half of the 25 U.S. communities with high percentages of people of Brazilian ancestry are in South Florida, that’s over 300,000 Brazilians that call this region home.

INNOVATION  Attendees to the 2014 Brazilian Beat were treated to an electrifying cultural experience like no other. In one jam-packed evening, event goers enjoyed genuine Brazilian entertainment: Zumba and Samba showcases, Capoeira dancers, carnival dancers and drummers, and delicious Brazilian fare.  The main stage musical line-up included Brazil’s own musical treasure, BossaCucoNova, known for their irresistible fusion of the electro-bass nova and the danceable, sultry samba. Also headlining was the Rose Max Samba Band, whose leader is an award-winning singer known for her bossa nova and samba classics.  In its third year, the 2014 Brazilian Beat attracted the most visitors since its inception, 11,000+ event goers who came to enjoy Brazilian music, dance, heritage and cuisine. The event exemplifies the encouragement and desire from our public for such an event. In short, they love it.

REPLICATION  More and more across Florida and the U.S., communities are diversifying. Events that celebrate these emerging cultures provide an opportunity for the entire community to come together, interact, connect and have some fun.  Brazilian Beat is a successful example of how communities can unite their residents and area visitors through the powerful umbrella of culture and arts, all while also spurring the local economy.  Complete with thoroughly established event logistics – programming, timing, management, marketing, partnerships, Brazilian Beat is a model event other cities or downtown districts can look to as they incorporate or plan their own community building events that recognize and celebrate diversity.

REPRESENTATION  The continued involvement of the Consulate General of Brazil in Miami designates Brazilian Beat as an “official” Brazilian Independence Day celebration, leading to global funding in the form of financial sponsorships and in- kind services from the following: o City of Boca Raton o Consulate General of Brazil in Miami o Boca Raton Historical Society o Rotary Clubs of West Boca and Downtown Boca Raton o Sponsors included: JM Lexus, Banco do Brasil, WPTV-TV, LATAM Airline Group, Acontece Magazine, Tucci’s Pizza, Sun Sentinel and the Rhythm Foundation o Area hotels with special “play and stay” packages o Area dance organizations o Local downtown businesses

REPRESENTATION  These local and international partners helped Downtown Boca and the CRA achieve the funding and services necessary to create this signature event.

SUSTAINABILITY  Brazilian Beat does so much in contributing to the sustainability of Downtown Boca. Many businesses call Downtown Boca home, including shops, galleries, restaurants, bars, salons and more. Large scale events like Brazilian Beat increase business foot traffic, same day sales, return visitors and brand recognition. Continued feedback from our downtown businesses has reinforced what we knew would be beneficial to the community economy. Brazilian Beat is one of our largest events and with it came thousands of consumers who were ready to spend before, during and after the event. Brazilian Beat stimulates the downtown economy.

EXECUTION  South Florida is unique in that for many residents, English is not their native language. With this in mind, and to ensure special outreach to the Brazilian population in Boca and beyond, marketing materials promoting the event were created in both English and Portuguese. This additional process in the planning and execution of the event worked to overcome any exclusion of our Brazilian neighbors who may not use English on a regular basis.

OUTCOME  Brazilian Beat 2014 attracted the most attendance ever in the 3 year history of the festival. A record 11,000+ people came to Downtown Boca to celebrate Brazil’s Independence Day.  Sponsorship of Brazilian Beat 2014 also increased with the addition of a TV sponsorship from WPTV – Channel 5.  A goal of the Boca Raton CRA was to position Downtown Boca as a relevant, vibrant, and happening destination with a distinctive sense of place, and to attract visitors from Boca and beyond. Brazilian Beat delivers on this vision of the CRA and more. Consumer and sponsor participation has grown each year, as have dollars spent in downtown businesses, proving that the festival is an engaging cultural experience that brings people downtown and drives downtown spending.

2015 IDA AWARDS: EVENTS AND PROGRAMMING Boca Raton Community Redevelopment Agency