‘Tis the Season…
for enjoying ‘life with a view’ in Sunny Isles Beach
By Bari Auerbach

With the holiday season upon us, it’s time to deal with long lines at check-out counters; extra traffic; visits from not-so-favorite relatives and of course, the obligatory fruit cake that just might sit in your kitchen until next year. But despite the hectic nature of the winter months in South Florida, - in Sunny Isles Beach, “’tis the season” for appreciating life with a view services and amenities that make the holidays even more enjoyable for residents and visitors alike.

‘Tis the Season
for the ‘holiday task force’
“Zero robberies” is always a goal the Sunny Isles Beach Police Department aims for during the holiday season. Now, Police Chief Fred Maas along with the entire command staff and all officers on patrol are dedicated to ensuring the greatest gift they can give residents, visitors and business owners once again is a heightened sense of safety and security.

“To address safety issues out on the streets, we’ve established crime prevention programs designed to maintain high visibility with additional units as well as unmarked vehicles with plain clothes officers,” Maas said. “We’re patrolling shopping centers, banks and setting up surveillance in other fixed locations to watch for suspicious subjects or activities…It’s comforting for business owners to see the patrol cars and for citizens to see the increased police presence in their neighborhoods.”

According to Maas, based on studying crime statistics from years past, it was determined that the “holiday task force” should spring into action from now through about Feb. 1. “This is the time when Sunny Isles Beach has the most seasonal residents coming back and vacationers…It’s also when we experience the highest levels of transients drawn to warm weather climates and public beaches.

“During other times of the year we have a minimum of four units out per shift…Now that it’s the holiday season, we can even double that service per shift - adding personnel and stepping up traffic patrols as well. We’re spending money from our overtime budget with the support of the Mayor and City Commissioners – they understand it’s important for us, as a tourist community, to keep crime statistics down and be aggressive and proactive on anti-crime initiatives…It does take added resources to do that - but if we can keep at those ‘zero to low numbers’ it will come back to this community in the form of safety and tourists wanting to return time and again.”

‘Tis the Season
for ‘creating a safer city’
Encouraging the community to step-up crime prevention measures, Maas notes, “We always tell residents and business owners, ‘You should never feel hesitant about picking up the phone to call the police about a suspicious incident, person or something you feel uncomfortable about.’ We are far more willing to ‘check it out’ even if it turns out to be nothing – than to come out after the fact and discover a crime has been committed.”

Maas also advises, “During this time of year, have a heightened sense of awareness - you can be followed after leaving a store when people can see you putting packages into your car…We’re also stepping up our police patrols around banks and ATM machines.”

Looking forward to yet another sunny and safe holiday season, Maas is hoping the Police Department’s “zero tolerance” for crime will result in zero robberies once again. “We can only keep working harder and hope to maintain enviable statistics,” the Chief said. “But even with all of our crime prevention programs, we still can’t cover every square inch of the city at every moment…If we continue to analyze why crimes happen, we’ll have the answers to questions such as, ‘How can we work to prevent this from happening again?’ and more importantly, ‘How can we catch this individual and keep them from coming back.’”

‘Tis the Season
for ‘international exposure’
To tell “the whole world” about the remarkable renaissance taking place in Sunny Isles Beach, the city’s Resort Association has been going on international travel missions in conjunction with the Greater Miami Convention & Visitors Bureau, sharing the goal to build markets for the “here and now” as well as the future when even more new resorts will be fully operational.

Thanks to a virtually non-stop calendar of travel missions, news about the beauty of Sunny Isles Beach and the city’s world-class accommodations is spreading everywhere from Boston, New York, New Jersey and Pennsylvania - to England, Spain, Italy, Germany, South America and Canada.

“We’re directing our dollars to achieve direct exposure for Sunny Isles Beach resorts at conventions attended by thousands of delegates from all over the world,” said Resort Association executive director Bill Lone. “To help stimulate occupancies, the Sunny Isles Beach Resort Association also promotes preferred rates and value added offers…The available packages are so attractive, even in the height of season, that it’s truly a ‘vacationer’s market.’”

Beyond the vacation values at Sunny Isles Beach resorts, Lone points out there is great intrinsic value associated with enjoying a vacation in the City of Sun and Sea. “From the new multi-million dollar developments and a major beach renourishment project - to sweeping beautification and capital improvement programs initiated by the City Commission plus heightened security ensured by the finest Police Department, Sunny Isles Beach is one of the most desirable and safe South Florida destinations.”

‘Tis the Season
for welcoming more tourists
Snow falling, along with air fares and room rates nationwide, has helped set the scene for a “sunny holiday season” in the city of Sunny Isles Beach. Just before Thanksgiving, millions of travelers packed their bags while resorts and businesses along Collins Avenue spruced up to greet welcome holiday guests.
Expecting busy check-in desks, premier Sunny Isles Beach resorts are gearing up to support the game plan of the new leader of Miami-Dade County’s tourism bureau to make “customer service” a priority. Maria Sastre, Royal Caribbean's vice president of sales and marketing for Latin America and Asia, now serving as chair of the Greater Miami Convention & Visitors Bureau, feels Miami’s reputation as a tourist destination has been marred by perceptions of poor customer service. “Miami is Service'' is the new slogan the Bureau will be promoting - backed up by efforts to enhance service in taxis, restaurants, hotels and other tourist industries throughout the county.

Following Hurricane Katrina, Convention & Visitors Bureau CEO’s Nicki Grossman and Bill Talbert concurred record hotel performance was a strong indicator storms would cause only short-term travel drop-offs.

According to Talbert, the Miami area was one of the places in Florida that was barely affected by last year’s very active hurricane season, reporting a five percent increase in tourists, from 10.4 million to 10.9 million.

Donna Ross, chair of Visit Florida's marketing council, said $4.75 million was recently spent to address misperceptions that the state's ability to welcome tourists was hampered by the storms and inform tourists that Florida was "open for business." Governor Jeb Bush has also commended tourism marketing strategies featuring web cams and media tours that help assure potential tourists that Florida is still viable. Survey results showing the positive response indicated only one in ten potential visitors was less likely to visit Florida because of hurricanes.

‘Twas the Season
for hurricane heroes
Just before hurricane season officially ended creating real cause to celebrate, Mayor Norman Edelcup commended city staff for helping to prevent hurricane damage and recovery efforts in the wake of Katrina and Wilma at the Nov. 17 City Commission meting. Police Chief Fred Maas has also lauded “above and beyond” hurricane heroism displayed by members of the Police Department.

“Our Public Safety and Police Operations were ready to go,” Maas reported. “Our police department activated into an emergency mobilization effort of Alpha – Bravo. In layman’s terms that means every officer becomes available to work twelve hour shifts on and off, divided equally between days and nights.

“The police department remained in their new Government Center building which was the first test of how our new building would hold up. It did magnificently and became the Command Post Center for emergency response by police. And they were there for you throughout the entire storm. This was evidenced when all on duty personnel had to rush to the Arlen House condominiums during the height of the storm for a ‘supposed’ structural collapse within the building. It was harrowing trying to traverse the streets in an attempt to get there but we had to because no one knew the status of injuries or damage or potential for disaster. Thank G-d it all worked out but officers were there in an instant.

“As people ventured out we needed to assume control of traffic that had no lights; contact businesses who had no windows and were exposed; respond to residents who had safety and/or health issues; secure unsafe structures until your building inspectors could arrive. And most importantly, we needed to clean the roadways and streets for passage. Within two hours, public works employees were in our city, responding from their own homes to begin clearing.

“Needless to say, an after-action report and an extensive one at that needs to be prepared for our future. Obviously, we are in a pattern now of frequent storms every year. The City Commission is on a mission to become self-sufficient and secure storage space for the necessary emergency items that is necessary after the storm.

Traffic issues, emergency food and water, citizen contacts to check on the welfare of persons. A condominium plan to have personal contact lists and floor captains for accountability. All this will have to come together for the benefit of the City to insure our preparedness for the next Wilma or even stronger.

I would be remiss if I did not express an incredible amount of gratitude for the extraordinary efforts of the police department, public works, city staff and volunteers who made this City shine above all others. I have the calls and comments to support that claim and I will gladly share them with anyone. Thanks to our residents and business owners who under adverse conditions remained calm and patient and truly appreciated the services they were given.”

‘Tis the Season
for ‘defensive driving’
During the holiday season, if you find yourself stuck in traffic – patience is one of the greatest gifts you can put to good use. Fortunately, for Sunny Isles Beach road warriors, the City Commission has set initiatives in motion designed to ease traffic woes

According to a recent report by Commissioner Gerry Goodman, chair of the Community Traffic Safety Team Advisory Committee, “We at [Government Center] are trying to correct some of the problems with traffic on Collins Avenue with traffic lights, turns, etc. The Florida Department of Transportation (FDOT) must give us approval for all changes…Sunny Isles Boulevard and the William Lehman Causeway are also part of the FDOT State Highway System…the rest of the streets in Sunny Isles Beach have stop signs and the speed limit is 20 miles per hour. It’s very important that we obey the signs and speed limits for the safety of our citizens.

“Also very important are the school buses. When they stop to pick up and discharge traffic must stop for the safety of the children. People who are in the crosswalks have the right of way to cross and traffic must stop…We also ask all our citizens to please use crosswalks to cross the streets, do not jay walk, it is very dangerous, especially on Collins Avenue.”

Following the City Commission’s recent consideration of site plans for new developments proposed for the east side of Collins Avenue and concerns expressed by some residents about traffic impacts, Goodman proffered his opinion that the majority of traffic on Collins Avenue is generated by motorists from other municipalities “passing through.”

“People don’t want to go on Biscayne Boulevard or I-95,” Goodman said. “They take A-1A and come through Sunny Isles Beach…Do you ever see a traffic jam on 174th Street; Atlantic Boulevard; North Bay Road or Bayview Drive? Hopefully when Biscayne Boulevard [construction] is finished, [motorists] will use it more often to go south.”

‘Tis the Season
for proactive changes
“Change is good” could be the slogan for Sunny Isles Beach as new multi-million dollar developments continue to replace old rundown motels causing a drastic drop in crime rates and dramatic rise in property values. Other proactive changes being accomplished thanks to capital improvements enhancing the city’s infrastructure and aesthetic appeal have helped fuel a booming real estate market as the city continues to extend a welcome mat to more and more families with children becoming year-round residents.

The city’s changing demographics has also served as a catalyst for progressive efforts spearheaded by the City Commission to build more parks - and now construction of a K-8 public school in Sunny Isles Beach will soon be underway. Yet another “great gift of change” residents recently received was news of a property tax cut for this fiscal year facilitated in part by revenues generated from the development boom.

This holiday season at Government Center, some things have changed and others, meeting the approval of many residents, have stayed the same. Following decisions by former City Manager Christopher Russo and former City Attorney Lynn Dannheisser to resign and pursue careers in the private sector, Police Chief Fred Maas was named interim City Manager while the search for a permanent City Manager ensues; and former Deputy City Attorney Hans Ottinot became the new City Attorney. On the Commission dais, Mayor Norman Edelcup and Commissioner Roslyn Brezin were re-elected unopposed; and Commissioner Gerry Goodman won the Nov. 8 election to serve a second term.

Aside from taking time off for Thanksgiving, Christmas and New Year’s, city officials and city staff continue to work tirelessly to ensure “everyday’s a holiday” for residents enjoying the highest quality of life in Sunny Isles Beach.

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