'The American Riviera'
Continuing Renaissance of Sunny Isles Beach impresses business and community leaders
By Bari Auerbach

Hundreds of Aventura Marketing Council business and community leaders recently headed east to Sunny Isles Beach for a breakfast meeting hosted by Fortune International and Trump International Sonesta Beach Resort - the opulent oceanfront condominium/hotel developed by Dezer Properties in partnership with Donald J. Trump.

Guests arriving for the impressive event featuring a presentation on the continuing renaissance taking place in Sunny Isles Beach were welcomed by the Edgardo Defortuna, President of Fortune International; Gil Dezer, a principal of Dezer Properties; and Bill Lone of the Lone Group advertising agency, who serves as executive director of the Sunny Isles Beach Resort Association and president of the city's Renaissance Economic Development Council.

Sunny Isles Beach Mayor Norman Edelcup and members of the City Commission were also among special guests present for the event shining the spotlight on the magnitude of new residential and commercial properties rising along Collins Avenue as well as sweeping capital improvements heightening quality of life along with the tax base -projected to be $6 billion plus by 2010.



When the topic turned to why local and international guests are checking into the award-winning Trump International Sonesta Beach Resort, Dezer explained, "I think we have achieved 'luxury hotel leadership' in this area offering every amenity you would expect to find at a five star Trump resort including 22,000 square feet of meeting space featuring an oceanfront ballroom with views of the beach and spectacular pool.We recently 'topped off' Trump Palace, our second condominium phase; and Trump Royale, breaking ground in September, is also well on its way to being completely sold.We also have other properties in Sunny Isles Beach and big plans for the future."

Defortuna noted Fortune International shares the goal to "grow with the community," evidenced by development of two oceanfront properties in Sunny Isles Beach: M Resort Residences, operated by Le Meridien and Jade Beach on Collins Avenue.

'The sky's the limit'
Just recently in a City Report published by South Florida CEO, a feature story on Sunny Isles Beach noted: "From the sleepy motel row of just a few years back, Sunny Isles Beach is now transforming itself into a city of mega high-rises with a soaring tax base and a new influx of younger, far more affluent residents.The sky's the limit."

When the lights dimmed for Lone's "power growth" power point presentation, the formidable audience learned more about the Sunny Isles Beach "extreme makeover" success story.

"I previously had the opportunity to present a historical capsule of Sunny Isles Beach from 1939 to 2002.at the time, I shared insight on the renaissance taking place in our community, Today, I'd like to provide you with a progress report on the 'enhancement revolution' now advancing."

'Glory days'
"For over 50 years, we were a resort community and as such, we attracted such personalities as Frank Sinatra, Grace Kelly, Benny Goodman, Gary Cooper and Burt Lancaster," Lone said. "Throughout that time, Sunny Isles Beach welcomed over a million and a half tourists each year primarily from the Northeast and Canada. However, when the hotel properties matured and became over-exposed in these markets, the hotels then reached out to Europe and Central America to capture new markets and sustain their business.

"It soon became evident that the aging properties could not compete effectively - thus many motels deteriorated and our community went on to become known as 'old motel row.'"

'Visionary leaders'
"There was a man who had great growth vision for our community," Lone said. "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 David Samson and he served as Mayor of the new city.

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

'High growth & appeal'
"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," Lone said. "The tax base in 1997 was $1.1 billion; in 2003 it was reported as $2.5 billion; it's forecast at $4.8 billion for 2008 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 the 27th lowest tax rate out of the 33 communities in Miami-Dade.
"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, our city adds a unique feature - the beach which has worldwide appeal."

'Mecca for development'
"On all points, our city scores high as demonstrated by the residential product being developed in Sunny Isles Beach," Lone said. "I [previously] mentioned architecture being one of the important factors for community appeal. Sunny Isles Beach also scores extremely high in the architectural criteria - and particularly for the manner in which it graces our skyline.

"The developers in our community appear to be in a contest of 'can you top this?' with high design, high aesthetics and high appeal. Our community has attracted the 'best of the best' leaders in design and development.Let's look at what adds up to $5 billion:

 

• Acqualina, soon to be a Rosewood Resort, developed by the Jules Trump Group
• Fantasy of the Ocean by Enrique Soltanik
• Sayan, King David, Intracoastal Yacht Club, Sands Pointe and Pinnacle by
  J. Milton & Associates
• M Resort Residences/Le Meridien, and Jade Beach by Fortune International
• La Perla by the Cornerstone Group
• The Marina Club by Lauris Boulanger
• Ocean I, Ocean II, Ocean III by The Related Group; and Ocean IV coming on line in
  conjunction with Dezer Properties
• Oceania V, Ocean Colony I & II by Turnberry Associates
• Ocean Point Resort & Spa by Coscan
• Regalia by La Mansion LLC
• The Sea coming on to market by Worldcom Communities
• Sole on the Ocean by WaveStone Properties
• Trump Grande inclusive of Trump International Sonesta Beach Resort, Trump Palace and Trump Royale by Dezer Properties and Donald J. Trump

"The developments in SIB have been featured in professional trade journals throughout the world," Lone said. "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. Fortune International, in addition to building M Resort Residences and Jade Beach, is planning to build a $3 million sales center in Sunny Isles Beach. Once they've completed use, they intend to give that building to the city.

"In keeping with Fortune's high standards in advancing the design of the Fortune International Sales Pavilion on Collins, [Edgardo] Defortuna has retained Carlos Ott, the architect famous for designing the Opera Bastille and National Grand Theater in Beijing."

'The American Riviera'
"No Longer called 'old motel row,' now the press is touting Sunny Isles Beach as 'the American Riviera.'" Lone said. "Recently, we've also received great national press as the Donald J. Trump TV show The Apprentice was taped at the Trump International Sonesta Beach Resort.

"In keeping with the premise of 'symbiotic growth' benefiting both private and public sectors, 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 an award-winning police Department led by Chief Fred Maas. In contrast to the past, Sunny Isles Beach is now virtually crime free.

"The city has built new parks and two more are on the way, as well as a community center and two civic plazas. The city now provides free shuttle bus service for its residents and visitors. A $40 million program for landscaping, streetscaping and beautification is being implemented; and soon - the city's new Government Center, currently under construction, will open including a new Police Department facility as well.

"Sunny Isles Beach has developed a Cultural and Human Services department coordinating activities such as free monthly concerts and numerous special events for the public to enjoy.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.Our city now has a population of 1,500 children and has therefore devised numerous youth programs. The City Commission is also now leading the initiative to build either a public or a charter school.

"The proposed Town Center District [from 172nd Street on the west side of Collins Avenue to and inclusive of Sunny Isles Boulevard] is a result of a recently approved 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.

"In conclusion, we are appreciative of our growth and proud of our city's accomplishments. Those of us affiliated with the city truly celebrate Sunny Isles Beach and we invite you to come back soon - at which time I will be proud to provide you with another positive update."
 

TOP