The best place to shop in Miami, Aventura Mall is defined by unique experiences, renowned luxury boutiques & shopper favorites, a world-class art collection, international indoor & outdoor dining, a popular Farmers Market & cutting-edge architecture. An iconic landmark, Aventura Mall is always evolving, offering something new to culture-seekers, trendsetters & culinary connoisseurs.

2. Tourism

3. 2015 Budget Percentage
Allocated by International Market
Top market
visitor segments
traveling to
South Florida*
Top Market
Visitor Segments
coming to
Aventura Mall
Total Tourism
Budget
allocation to
each market
7% 29% 15%
13% 30% 25%
7% 2% 15%
5% 2% 10%
12% 4% 2%
3% 3% 5%
2% 3% 8%
9% 3% 8%
6% 2% 2%
In-Visitor 10%

4. TOURISM BREAKDOWN
ACROSS
MARKETIN
G
PROGRAMS
In Market
Representation
Tourist Publications
(in-visitor)
Tourist Magazines
(in-market)
14 %
18 % 28 %
9 % 23 %
8 %
Collateral
Materials Trade Shows
/Missions
Other

5. TOURISM
BREAKDOWN
ACROS
S
OUTREAC
H
AREA
S
In Visitor
57 %
43 %
In-Market

6. 2015 S.W.O.
ANALYSIS
Visitor Market
STREGNTHS
Top 4 destination in Miami
Premier Shopping destination
Strong Friend and Family referral market
Dedicated international Visitor Center
Established Complimentary Visitor Rewards Program
In-market representation
MasterCard partnership
Turnberry hotels relationships
MIA/FLL Globally desired destination
Gateways of the Americas
MIA/FLL is cruise capital of the USA
Multilingual city

7. 2015 S.W.O.
ANALYSIS
Visitor Market
WEAKNESS
Decrease of international currency value
Political instability in key feeder markets
Public transportation
Miami has highest hotel rates in Florida, 4th highest in USA
International shipping restrictions
Orlando growing visitor market share
Expansion/construction logistics
MBCC modernization
Growth of luxury retail brands in key feeder markets
Summer Olympics in Rio 2016
Limited participation in Rewards Program
Citywide customer service standards

8. 2015 S.W.O.
ANALYSIS
Visitor Market
OPPORTUNITIES
Increased international flights in FLL/MIA
Growth in hotels
Improving visitor portion of AVM website
Developing vertical packages (wedding/ baby)
Increased hotel partnership
Growth of car sharing services
Expanding attractions

9. 2015 Marketing Objectives
Visitor Market
Brand
Generate awareness
of mall expansion to
visitor market
Increase
awareness of AVM
bridge brands
OBJECTIV
E
Work with in market
reps,
tour operators, travel
agents, and concierge
Target 4 and 5
star
hotels, virtuoso
tour operator
STRATEG
Y
Work with in-market
reps
Geo target E-blast to
international database,
focus on better brands
Partner with bridge
brands to host FAM
tours
Focus on bridge
brands during trade
shows and sales
missions
Create concierge
communication plan
Develop media kit
Develop dining plan
for in-market
Geo target on social
media
E-blast to B2B
database
Develop
communication plan to
partner hotels Show
progress
(visuals)
Target international
print and online
publications
TACTIC
S

10. 4. PUBLIC
RELATIONS

11. 2015 PUBLIC RELATIONS
ASSESSMENT
OCT 2014 - AUG 2015
Comments: This past year, we
focused efforts on larger, more
impactful media opportunities.
We secured opportunities with
POTENTIAL FOR
GREATER
IMPACT
national
including
Women’s
Associated
media outlets,
RATING OF THIS
YEAR'S
PUBLICITY
New
Wear
York Times,
Daily, and
Press, and garnered
MEDIA
REPORTER
RELATIONS
several great TV media
Today
placements with the
SUBMITTING
PRESS
RELEASES /
PITCHING
STORIES
Show and local affiliates. Our
team also has supported
Aventura Mall’s community
relations initiatives, securing a
partnership with Mixify for an in-
mall awareness campaign and
SOCIAL MEDIA
opening discussions with the
BUSINES
S Council of Fashion Designers of
America
charitable
continue
as well as local
COMMUNITY
RELATIONS
organizations. We
to nurture strong
relationships with key journalists,
NATIONAL /
INTERNATIONA
L
including top fashion and
lifestyle outlets, and support
retailers in their publicity efforts.
Our team also provides strong
support to the mall’s tourism
COMMERCIAL /
MERCHANDISING
efforts. Next year, we see an
for
the
even greater potential
Local
impact among media and
community with the expansion
construction underway.
Po
or
Fair Go
od
Excell
ent