Miami Beach Looking for a New Brand Name

City officials think it's time to up the ante on tourism efforts, starting with a little branding

As if the name South Beach isn't recognized enough nationally, Miami Beach officials want to add a little more spice to the tourism paradise.

A 28-page report unveiled Monday gave grand suggestions on how the city could even further take advantage of its national appeal, including offering VIP cards to locals and tourists and changing a few names along the way, the Miami Herald reported.

High-end retail shops would now be housed in places called The District and The French Quarter, where French would probably be the last language you hear. And of course nothing makes you feel very important like a plastic card that gives you five percent off your next smoothie or pair of sandals.

The big change would be the city's slogan. On park benches, city buses, and life guard stands everywhere, get ready to see, drum roll please, "Brought To You By Tourism."

That's it? No rhyming words? No catchy phrase? But the changes get better.

Locals would hold the prestigious "black card," while tourists would receive a very stylish silver card. There might even be an upgrade to platinum.

If more glitz and glamor is what city commissioners want, why not change street names to honor celebrities. That's sure to draw the tourists.

Who wouldn't want to shop on Puff Daddy Way (or P. Diddy or whatever name he is going by at the time)? Tourists are sure to flock to posh restaurants on Jennifer Lopez Drive.

Regardless of how silly they might be, the recommendations are sure to get a serious look by the city commission because of who it's from: members of the hotel industry which contributes hefty sums to city coffers and campaign funds.

"We contributed $38 million bed taxes to this city," said Stuart Blumberg, president of a countywide hotel trade group and chairman of Mayor's Blue Ribbon Task Force on Tourism. "The residents don't know what we do for them."

They will now.

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