‘Cause to Celebrate’
By Bari Auerbach

From a commemorative postage stamp – to a dance troupe flying in from Netanya, Israel, a new book chronicling the city’s history, a creative T-shirt contest and search to find the longest year-round resident – preparations, fun and excitement are well underway for the gala Sunny Isles Beach 10 th Anniversary celebration starting June 14.

Back in 1998, the inaugural City Commission celebrated the first anniversary since Sunny Isles Beach incorporated in ’97 with a small cake at City Hall, operating out of rented space in an RK shopping center. Nearly a decade later, the state of the art Government Center building is just one magnificent landmark testifying to the city’s monumental success story.

Considering all the proactive accomplishments that have been achieved in record time, Sunny Isles Beach certainly has cause to celebrate – but before all the festivities and fireworks get underway, it’s an opportune time to reflect on a “past to present” overview originally presented by a revered community leader: The late Bill Lone, former executive director of the Sunny Isles Beach Resort Association and president of the Renaissance Economic Development Council.

The following passages chronicle the city’s remarkable progress as the heyday of “motel row” slowly but surely transitioned to a “millionaire’s row” of luxurious developments now gracing the east side of Collins Avenue as well as a myriad of infrastructure improvements, beautification projects and services benefiting residents of all ages...

‘In the Beginning...’

“In the early 1930’s, Sunny Isles Beach was an undeveloped strip of land. In 1936, an organization called the Miami Beach Fishing Pier Company built the 800 foot long pier in Sunny Isles and it immediately became a social hub and popular attraction for local visitors and fishermen. This attraction did lead to some growth – people were offered exceptional land opportunities to develop [tracts of land] for just $10 down and $10 per month.

“In 1942, the U.S. military set up army and airforce training facilities in Miami and military personnel occupied 85 percent of the hotels on Miami Beach…As a matter of fact, throughout the war, Haulover Beach was used for target practice and for years the area was devoid of any visitors, tress, pelicans or seagulls.

“In the early ‘50s, Sunny Isles Beach came into vogue for tourism. The area now had a fishing pier, a lighthouse, bridges connecting to the mainland - and ‘we had bagels’ from Bagel Fare.

“Tens of thousands of military personnel now wished to return to South Florida in times of peace - and they did. After the war, the economy of the United States swept upwards and people purchased new homes, new cars and could afford travel and more leisure time. Hotel investors discovered Sunny Isles Beach and properties ‘were hopping.’ Through the period of 1950 to 1965, 41 beachside hotels were built in Sunny Isles Beach that primarily captured the attention of the northeast and Canadian markets.

‘More beach for the buck’

“The hotels advertised themselves in a variety of ways…They promised ‘more beach for the buck.’ Just some of the names were: Sea Breeze, Ocean Palms, Sandy Shores, Sea Court, Sun City, Blue Seas, Sheridan Beach and Beachcomber…They promised you would be ‘at home on the beach’ at: Blue Grass, Golden Strand, Heathwood, Chateau, Colonial Inn and the Newport. Then came the ‘mystical period’ in marketing with the Blue Mist, Aztec, Olympia, Golden Nugget, Thunderbird, Neptune and of course Mercury.

“But then they promised more than just a visit to Sunny Isles Beach – the hoteliers promised ‘exotic destinations’ with names like: Bimini, Caribe, Desert Inn, Lido, Monaco, Marco Polo, Waikiki, Tangiers, Sahara and the Castaways that took you to the Orient of course.

“Some might remember a number of hotels were known for icons such as the Colonial Inn’s horses and carriage; the Newport’s lighthouse; the Sahara’s camels; and the sphinx at the Suez.

‘From dwindling to dynamic business’

“For a quarter of a century, Sunny Isles Beach was a popular family destination and at its peek served 1.5 million visitors per year. But in the late 1980’s, the hotels had become mature properties that were overexposed to northeast markets and business was seriously dwindling. There was more discretionary income and tourists now had a world of choices. The existing hoteliers then turned their attention to Europe and South America and they could afford to offer an attractive, competitive vacation value to those emerging markets.

“In the late ‘80s, the Sunny Isles Vision Task Force was formed and their mission was to establish objectives that would lead to economic stimuli and community improvements. The Task Force was successful in obtaining federal/state beach renourishment from the period between 1990 and 2002 at a cost of $38 million. The Task Force was also successful in effecting refurbishment of Collins Avenue at a cost of $15 million in order to ensure the community had utility, sewage and water, communication and traffic capacity to facilitate future growth.

‘Visionary leaders’

“There was a man who had great growth vision for our community. He, among others, envisioned Sunny Isles Beach becoming a city with self-rule, able to grow and improve the quality of life for its residents. The foundation of that vision was realized as Sunny Isles Beach incorporated and became a city in 1997…The man [with vision] was [the late] David Samson and he served as [the first] Mayor of the new city.

“Subsequently, the vision torch was passed on to our present City Commission: Mayor Norman S. Edelcup, Vice Mayor Lewis J. Thaler, Commissioner Gerry Goodman, Commissioner Roslyn Brezin and Commissioner Danny Iglesias. This City Commission has established a new growth criteria: ‘Symbiotic growth.’ That means development and growth benefiting both the private and public sectors.

‘Glory days are here again!’

“This community that in the recent past was once perceived as ‘low end’ captured the attention of two Miltons (Jose and Joseph); two Dezers (Michael and Gil); two Trumps (The Donald and Jules); and two Hiltons…Today, Sunny Isles Beach is being favored with enhancement of reputation and prestige because of the quality of [new] developments…These properties will go a long way by making an international statement and bringing back the glory of years ago.

“This city is being revitalized and re-established as the most desirable residential and tourist destination - and why not? Developers say, ‘Location, location, location!’ and we’ve got it…A central location between two cosmopolitan areas; a tropical location; and a cultural location serving as a gateway to the world.

‘Continued progress’

“Our [City Commission] is working to improve the quality of life in this community supported by City Manager [John Szerlag, city staff] and Police Chief Fred Maas…They in turn are supported by people who deal on a daily basis with the dynamics of the growth we’re experiencing.

“Recent newspaper reports [have highlighted the phenomenal growth of] Sunny Isles Beach - a city 1.8 miles long and 2.2 square miles in size. The tax base in 1997 was $1.1 billion; in 2003 it was reported as $2.5 billion; it [has now reached] $4.8 billion and by 2010, it’s predicted Sunny Isles Beach will have a tax base [exceeding] $6 billion.

“While this dramatic growth is taking place, the residents of the city are benefiting from having [one of the] lowest tax rates in Miami-Dade [$2.95 per $1,000 of taxable assessed value].

“What makes a city attractive? Researchers provide criteria applying to both residents and visitors. The community appeal criteria are safety, cleanliness, civic pride, schools, weather, shopping, activities, dining, culture, transportation, proximity to urban centers and architecture. To this criteria, Sunny Isles Beach adds a unique feature – the beach which has worldwide appeal.

‘ Mecca for development’

“On all points, this city scores high as demonstrated by the residential product being developed... Sunny Isles Beach also scores extremely high in the architectural criteria - and particularly for the manner in which it graces the skyline.

“Developers appear to be in a contest of ‘can you top this?’ with high design, high aesthetics and high appeal. This community has attracted the ‘best of the best’ leaders in design and development.

“Developments in Sunny Isles Beach have been featured in professional trade journals throughout the world. The developers are credited with sculpting artful living spaces…Each developer has competed to attract sales by offering more and more high lifestyle appointments and amenities.

‘ Florida’s Riviera’

“No longer called ‘old motel row,’ the press is now touting Sunny Isles Beach as [ Florida’s Riviera]...The Sunny Isles Beach City Commission has truly been responsive to the needs of residents and their vision to enhance the city’s quality of life. Improvement programs are numerous and growing.

“The city has new parks and now provides free shuttle bus service for its residents and visitors. Programs for landscaping, streetscaping and beautification are being implemented; and the city’s new Government Center [has opened] including a new Police Department facility [as well as a U.S. Post Office and public library branch].

“Sunny Isles Beach has developed a Cultural and Human Services department coordinating activities such as free monthly concerts plus numerous special events....And something wonderful has happened…For decades, Sunny Isles Beach was a transient community, primarily populated by retirees. Today, the largest group of residents demographically is 25 to 44 years-old. This kind of demographic change has brought about the advent of children…and the city has therefore devised many youth programs. The City Commission [has] also now [led] the initiative to build [a K-8 grade public school scheduled to open next year].

“The proposed Town Center District [from 172 nd Street on the west side of Collins Avenue to and inclusive of Sunny Isles Beach Boulevard] is a result of a [progressive zoning] ordinance…In addition to all [the renaissance highlights], there is a tremendous enhancement opportunity on the horizon with additional multi-million dollar residential complexes in a Mizner Park-like public setting coming forward.

“The city also has an award-winning police Department led by Chief Fred Maas. In contrast to the past, Sunny Isles Beach is now virtually crime free.

Breaking News...Once again, Sunny Isles Beach police officers have been honored with prestigious LEO awards presented by the Law Enforcement Officers Charitable Foundation and the Miami-Dade County Association of Chiefs of Police. This year’s winners are: Lt. Dwight Snyder, Police Officer Assistance Trust (P.O.A.T) Person of the Year; Capt. Mike Grandinetti, winner of the Support Services Award category; Sgt. Don Reynolds, winner of the Community Policing Award category. Finalists and Runner-ups include: Officer Melissa Montesino and Officer Cari Brizuela, Uniform Services; Det. Blake Royal, Investigative Services.

‘Cause to Celebrate’

Throughout Sunny Isles Beach, beach access points have been dedicated in honor of civic activists who have helped contribute to the city’s continued growth and progress. The one at 191 st Street and Collins Avenue has been named for the late Bill Lone, whose prophetic words have even greater meaning today then when he first proclaimed: “W e are appreciative of our growth and proud of our city’s accomplishments. Those of us affiliated with the city truly celebrate Sunny Isles Beach!”

For more information about the Sunny Isles Beach 10 th anniversary celebration, phone Government Center: 305-947-0606.

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