I N T R 0 D u C
__..--__._ ~
The Miami Beach Art Deco District is our nation's most unique
resort. For over fffty years, It has sustained itself as a retirement
...--
a{ld vacation community, and until recently, it remained nearly
unsurpassedInthe accommodations,recreationandscenic setting
wllich ~ offeredto hundredsof thousaridsof visitorseach year.
All of South Florida is currentlyexperiencing intensedevelopment
pressu~s because orits ideal climate and seasideenvironment,
and the Art Deco District is no exception. land values in the
District are high, especially for oceanfront property, and the
effects of-uncontrolled new development have already become
apparent in demolltlolland insensitivenew construction. In some
areas, new devebpment has been sensitiveto the historic integrity
of the District. However, as the development momentum
The movement to save Art Deco and Mediterranean Revival
architecture in the Miami/MiamiBeach area began in 1976with
the formation of tile non·prorn Miami Design Preservation
League. This group of artists, interior designers arid others In-
terested in local design actively organized to have the Miami
Beach Architectural District listed in the National Register of
-------- Historic Places.This goal was accomplisned in 1979,making the
area the youngest National RegisterHistoric District In the nation.
The development of a preservation master plan for the District
whicti would recognizeand promote preservationand rehabilita·
tion became the next step for the League,As preservationists,the
group was concernedwith the unique architecturalenvironment
of the District, but it was also devoted to directir19development
pressures into projects which would have a positive impact on the
housing, social and economic needs of the community. The
League responded by seeking public monies to contract for a
master plan for preservationand revitalizationof the District. Early
The goals of this Planwere identified in the initialplanningstage as
a meansto establisha dialogue and sense of mutualcommitment
between the League, the City and the consultants. Five overall
goals were identified;
1. To preserve and enhance the historic architecture and tropical
setting of the District, capitalizlng on its rich historyand archi·
tectural heritage, promoting publicawareness, and creatinga
dynamic mixed-useenvironment.
T 0 N
quickens.it threatensto alter the very essence of the community-s
social, architectural and cultural fabric unless properly directed.
The citizens of Miami Beach have recently begun to appreciate
the inherent attributes of their historic Art De<::oDistrict. The latent
potential of the District ls being recognizedwith a conscious and
enthusiastic effort to restore ecooomic health and vitality to the
area.Theyrecognize that the District wilt be unable to attract Its
potential share of the strong regional tourist market if positive
action is not taken to reverse the trends of physical deterioration
and neglect. They also recognize that the architectural richness
and quality of their community make it a very specialplace.
The time has arrived for a full•fledged Preservationand Develop•
ment Plari to focus this new energy in directions which wlll most
effectively accompllsh the goalsof preservation and revitalization.
STUDY 0 RIG IN
In 1980, funding commitments were made by the City of Miami
Beach, Metropolitan Dade County, the Florida Departmentof
State,Divisionof Archives, History and RecordManagementand
the National Enoowment for the Arts. Jointly, these agencies
agreed to fund this Preservationand DevelopmentPlan.
This report representsU1eculmination of an elght-rronth planning
process. Careful analysisof the District's architectural, social and
economic ctlaracterlstlcs by the consultants as well as periodic
brainstormingsessionsheld with local public and private interests
resulted in the formation of this dramatic and implementable
Preservationand DevelopmentPlan.This documentpresentsthe
study's majorconclusions and pro!X)Salsand seel<sto call signifi-
cant national attention to ttie District and to spark public and
private Interest in the area's future potential. Supporting docu•
mentaUonand traditiOnalpjannlng data can be ootained from the
Miami Design Preservation League or the consultants.
GO AL S 0 F THE PLAN
2. To encourage sensitive rehabilitation of the historic and archi-
tecturally significantbuildings,
in accordance with the recom-
mendation of the Preservationand Development Plan.
3. To offer development incentives for private Investments in
retiabilitation and new construction which are compatible with
the visual integrity of the District and to create a healthy
economic environment. reinforcing existing uses and identifi-
at>leneedswhile alsoexpanding tourist-convention amenities.

4. To provide guidelines tor housing and services which support
the identified needs of the District's population, especially the
elderly.
SUMMARY
The Preservationand DevelopmentPlan Is scheduled for .imple-
mentation over the next ten years. During this period. a total ol
approximately $33 million in public commitments Is projected to
generate up to five times as much in private expendituresfor a
total Investmentof at least$198 mllllon,thousandsof new employ-
ment opportunitiesand a fully revived and healthy economy tor
Miami Beach.Toe Plancalls for a phasedeffort whichbeginsin the
Ocean Drive, O:>l!ins Avenueand WashingtonAvenue target area
and gradually extends to other areas of the DiS1rict.
Key elements of the Plan are:
• Upgrading of the Ocean Drive hOtelsas tourist facilities wit~
ground floorrestaurantsand tourist services fronting on an Ari
Deco and MediterraneanRevivaltheme mall with throutJhtra~
fie rerouted from Ocean Drive. · .- /. •
-p
• Reuse of lower Collins Avenue buildings as a health-oriented
commercial and recreational center, offering hydrotherapy,
solarlums, gyms, etc. · able home for its residents, young and old.
• Upgrading of Washington Avenue as a neighborhood and
tourist shopping area, with a focus on the ethnic heritage and
cultural diversity of residents and visitors .
• Upgradingand rehabilitationof apartment buildingsin reSiden·
tlal areas for housing, witll family and elderly units of varied
sizes and congregate forms for both pennanent and seasonal
residents.
• Creationof theme malls on Espanola Way and Lincoln Road.
Espanola way can be a Lalin bazaar,while Lincoln Road can
TheCity of Miami Beach encompassesthe nation·s most densely
developedbarrier island separatedfrom the east coast of South
Florida by the InlandWaterway where it empties into Biscayne
Bay.Miami Beach Isdirectly eastof the mainlandCityof Miami.
Toe Miami Beach Ari Deco District is a one-squaremile area of
•
-~ . .,
,
5. Todevelop a joint commitment between the City, pubHcagen-
cies. prese_rvationand civic groups, property owners and the
local financial community in order to accomplish these preser-
vation and developmentobjectives.
0 F THE PLAN
feature Art Deco specialty boutiquesand an outdoor museum
of Deco artwork.
• RehabMilation of se~sonal hotels in the museum area for hous-
ing and creation of an artists and writers enclave in this area.
Commercialfocus will be nightclubs and entertainment.
• Upgradingof large Q:>llinsAvenue hotels to serve an expanded
tourist mar1<et.
• Developmentof a large scale, mixed-useretail/hotel/marketing
trade centeras a central focal point of the District with dramatic
public spaces.
i
The District will capture a dramaticaly increased share of the !
!
NORTH MIAMI
touristand commercial trade which now is directed to other areas
of the Florida coast. The Plan offers an exciting opportunity to MlAMlSHORES
reverse the current trend of decline. It will create a new resort
image,an invitingwelcome to visitors and a pleasingand comfort-
Without action, the District cannot survive intact. Continued
demolition Is an easy alternative,and lhe sporacficremoval of the
urban fabric will leave behind a piecemeal community without a
cohesive Identity.
Implementationof the Planwill signifythe rescue and rejuvenation
of an importanthistoric resource. By capitali.z.ing
on the District's
outstandingheritage and tempering it with an understandingof
current development trends and market demands, the District
can again become an ootstandingplace lo experience, to live in
and to visit.
STUDY AREA
theCity which containsthe nation·s most outstandingcollection of
Art Deco and MediterraneanRevivalresort architecture. Planned
io a strong rectangular grid pattern, the District extends from 6th
Streetnorth to Lincoln Roadand east of WashingtonAvenueas far
north as 23rd Street. lt includes the entire Atlantic beachfront
wfthfnthis stretch and extenclswestward to LenoxAvenue.
 ,
The District's barrier island location is ideally suited as a major
attraction for visitors and residentsof the region. The entire South
Florida area attracts a large tourist.andseasonal residentpopu/a•
tion because of its tropical climate. Focal points for tourists and
vacationers include: Key 'v\9$1,a quaint town whose rich architec-
tural heritage remains untouched from its-r;ifneteenthcentury
appearance; EvergladesNational Park; West, Palm Beach which
features a picturesque historic district of Mediterranean Revival
design; and the Micosukee Indian Reservation. Miami, Fort
Lauderdale. Palm Beach, Hialeah, Naples and Fort Meyers are
additionalattractionsand concentrationsof developmentin South
FIOrlda.

The more immediate surroundings of the D.istrict within Dade

County are equallysupportiveof its role as a trcpical resort com-
munity. Other area attractions include: Coconut Grove. once
known as the "G reenwichVillageof the South"; the plannedcom-
munity of Coral Gables; little Havana, in the 8th Street area in
Miami; Miami's W::irldTrade Center and Design Row(the birth-
place of the Miami Desigr1Preservation league}. Also, in Miami
and directly v.,,estof the District ts Government Cut, the po11 of
arrival from South America and the Caribbean. NJrth orthe Ois-
trict, large hotels, such as the Fontainbleau and the Arflerica111a.
built from the late 1940's to 1960's, attract thousandstit tou1'ts
and play a major role in the Beach's continuing role as a tourist'
center. Extensivecondominium developmenthas alsoreinforced
the area's popularity as a vacation and retirement retreat. Major
retail centers for more affluent tourists and residents are Miami's
Omni, Bal Harbourand Toe Falls retail centers.

Excellent transportation networks throughout the region provide

easy access to MlamiBeach.Majornorth-south routesare Inter-
state 95. U.S. AoU1e1 and the Floridas Turnpike. East-westcon·
nectars include U.S. Route 41, Routes 80 and 84. Miami Inter-
national Airport is west of Miami on Route 836. There are major
connector routes from Interstate 95 and three causeways to
Miami Beach: the MacArthurCauseway.VenetianCausewayand
.lilia Tuttle Causeway.Within the District, Ocean Drive. Collins
Avenue and Alton Road serve as major traffic routes north and
south along the outside edgesof the barrier island.

South of the District, OceanDrive and Collins Avenue continue

Into the South Shore area of the City. North of the Dade Canal,
Collins Avenue is a major route through the area of large beach-
front hotels. Residential and commercial areas elsewhere in the
City represent stable neighborhoods.They contain a fair share of
Art Deco and MediterraneanRevival buildings interspersedWith
other styles. bul clearly lack:the strong sense of place and time
which definitivelymarksthe Art Deco District and gives it that spe·
clal potential to experience rebirth as the area's most unique and Standard size rectangular plats produced a consistent pat- The rectangular grid of streets dom inates the composition of
desirabletourist attraction. tern of building massing. the District.
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C 0 NTENTS
INTRODUCTION
STUDYORIGIN I
GOALSOF THEPLAN I
SUMMARYOf THE PLAN 2
STUDYAREA 2

TIME PRESENT/TIMPAST
E 5
DISTRICTHISTORYANO DEVELOPMENT 5
ARCHITECTURALSIGNIFICANCE 7
DlSTRICTLANDUSE 12
CIRCULATION 16
ECONOMICS 18
POPUlATION 21
~NGING PATTERNS 24

TIMEFUTURE 29
THE NEW DISTNCTIMAGE 29
PRESERVATION
AND DEVELOPMENT
PLAN 30
INIBODUCTION 30
OCEANDRIVE . COLLINSAVENUE,
WASHIN3TONAVENUE 32
P-ES!DENTIAL
AREA 38
THEMEMALLS 42
MUSEUM AREA 46
VANITY FAIR/UPPER
DISTRICTHOTELS 49
DESIGNGUIDELINES 52

IMPLEMENT.~TION
AND IMPACT 61
SUMMARY 61
DEVELOPMENT
TECHNIQUES 61
ACTIONPLAN 64
IMPACTOF Pl.AN 67
CONCLUSION 69
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 TIME PRESENT
DISTRICT HISTORY
The Miami Beach Architectural District was developed in the
1920'sand 1930's as the nation's most fashionablewinter resort
area. Prior to 1915,the area was part of a 150-acrecoconut plan-
tatfon established in the 1880's by Henry Lum. a Pennsylvania
nurseryman. Lum purchasedthe land from the U.S. Government
for 35l an acre, introduced the Trinidadpalm tree and brought
workers to the uninhabitedbarrier Islandin a commercial effort to
produce coconuts for oil. The ve'nture was unsuccessfulbut left
Lum a dual legacy to Miami Beach. His coconut palmsstill shade
areasof thecity, and he was responsiblefor attracting land specu·
lators J.N. Lummusand John Collinsto the islandby 1912.A year
later, CarlGraham Fisherbecame Involvedwith lhe group, receiv-
ing land in exchange for financial assistance to Lummus and
Collins.
In 1913,platting of the Island was begun by the Ocean Beach
RealtyCoITl)any(J.N. Lummus). Thebasic grid pattern was estab-
lished: 300•foot by 4CXHootblocks subdivided into 50-foot by
140-footlotsseparatedby a 20-foot right-of-way.By 1915, mostof
the District had been platted by the three land development.com•
panles,Ocean Beach RealtyCompany,Alton Beach RealtyCom·
pany (Carl Graham Fisher), and the MiamiBeach Improvement
Company(.k>llnCollins).
In 1915,Fisherbegan his developmentof Lincoln Roadas an east-
west axis, using a circus elephant to cut through the dense man-
grove swamp. Uned with fine shops and boutiques, Lincoln Road
became known as the "Fifth Avenue of the South." The newly•
Incorporated Town of Miami Beach purchased a strip of ocean-
front property from J.N. Lummus in 1915and designated it as a
public beach. Lummus planted coowut trees along Its edge and
paid for thepark's upkeepfor twoyears. LummusParkwas laterto
become the "American Riviera" tor winter visitors vacationingat
the hotels along its edge.
The three land developerswere quick to promote the new resort,
resultingIn the first major building boom of 1920-1927.By 1921,
ttiere were three hotels, the Flamingo, the W.J. Brown and the
Lincoln.The first ocean-front hotel, the 'Mitford (outsidethe Dis-
trict) was completed in 1922. The Rooey Plaza opened in 1926.
Financialinvestmentboomed as the stock market rose, and land
speculationbecame a game of quick sales and rapidlyincreasing
real estatevaflleS.During this period, resort hotelsandother build-
ings were designed almost. exclusively in the Mediterranean
Revival tradition. In the Lummus tracts, the Blackstone Hotel,
TIME PAST
AND DEVELOPMENT
Amsterdam Palace, Edison Hotel, Edward Hotel and Parkway
Apartments are fine examplesof the period.
In the areanorth of Lincoln Road,much of the atmospherereflects
GariGraham Fisher'sefforts to create an exclusive,luxury resort.
Fisher, the Prestolitebattery magnate, is often described as the
"Father of Miami Beach." He promoted the Beach's recreational
qualities by sponsoringboat races and buildingpolo fields and golf
courses. Today,the former clubhouse of his Miami Beach Golf
Links(1917)is usedas the municipal communitycenter and is the
oldest municipal structure in the city,
While lots on Ocean Drive, Collins AventJeand adjacent streets
were sold tor residential development as modest single-family
homes, property along ~hing ton Avenue was developed for
commercial and public uses.A trolley crossed the CountyCause·
wayandcontinued up 'Mlshlngton Avenue,defining it as the main
commercial spine of the District. The avenue displays several
architectural landmarkswhich reflect its commercial and cultural
importance. The wa.shington Storage Company, with its richly
appliedMediterraneanrelle!.was designedasa storage facility tor
householdgoods of wealthy seasonal residents.
Theold Miami BeachCity Hallwas built in 1927atthe intersection
of Drexel and \'VashingfonAvenues. This impressive nine-story
structure suggested the City's continuing optimism, despite the
catastrophic hurricane of 1926. LeRoy D. Feinberg Elementary
School,built as the Central Beach Elementary School, is another
early Mediterranean Revivalstyle building with overlones of the
Missionstyle.Thecharming fvlediterraneancharacter of Espanola
wayreflecls its developmentfor commerctal and residentialuses
by N.BI Roney as a mecca for artists, writers and musicians.
Recovery from the 1926 hurricane was slow but steady. Land
values tended to level off, and by 1930, the POPUiation
had grown
to nearly 6,500 permanent residents.
The 1930'swere difficult for Miami Beach,but mcome from gam-
bling and tourists enabled it to weather the worst years of the
Great Depression. In a sense, the Depressionhelped the Beach.
For those who could afford It,the Beach proVldedone of the few
escapes from the pervasive gloom which engulfed the country.
By 1935,Miami Beach's economy had recoveredand the second
building boom of 1935·1945 had begun. Hotel development
 I
occured along Ocean Drive on bonus lots unbuilt upon during. The U.S. PostOffice was built in 1937as a "contemparary interpre-

:I earlier residential development.Permanentresidentsnumbered

28,000 by 1940, with an additional 75,000 annualwinter tourists,
all of whom required hotel or apartment accommodations.
tationof Mediterraneanarchitecture." Insidethe rotundais a W.PA
mural by Charles Hardmandepicting scenes of Florida history.

On Lincoln Road, prominent Art Deco structures housedelegant

Restrictedeconomic conditions in the years· followingthe Grea1
Depressionresultedin moremodest endeavorsthan In the earlier
years. Many of the small lots south of Lincoln Road provided
opportunitiesfor small investorscatering to seasonalor transient
tourists. Modestly-scaledhotels and apartment buildings quickly
dominated block after block west of 'NashinglonAvenue. Almost
all were designedIn the Art Deco or Modernestyle with bandsof
windows. projecting sunsllades, rounded corners and abstract
ornamentationintegratedinto the streamlinedbuildingforms.Typi·
cal examplesof the smallArt Deco hotels and apartmentsinclude
the Kenmore,Barbara.Apartments,Leslie.Evelynand JufieApart·
meots.The nameswere personaland friendly, reflectingthe char-
acter of the neighborhoodswhere residents snared common
courtyards, balconiesand entries.
The demand for tourist hotels was equally intense, and Jarge,
impressive hotels were built in the Ocean Drive·CollinsAvenue
area to form a strong rhythmically patterned streefscape. t,rchi-
1ects'imaginationswent wild, and eye-catchingmotils became a
standard to adorn the many new hotels.The Berkeley Sh6re,
Delano,New Yorker and RitzPlazaonly begin to reflect the imagi-
native applicationof the Art Decostyle to Miami Beach's hotels.
boutiques and shops. The Chandler Building, Lincoln Theater
·euilding and Chase FederalBuilding are handsomeexamplesof
period design,.reflecting the strong Interest in industrial design
and streamlining. The Community Church, of Mediterranean
Revival style, is ~t among landscapedgardens.which form an
oasis of tranqullity on the busy mall. In 1957. Lincoln Road was
conv~rted to a pedestrianmall, and lavishplantingsand fountains
wereadded.
Duringthe years, MiamiBeach gaineda glamorousreputationas
the resort capital of ttie South and maintainedthis image by pro-
viding the social, recreational and cultural amenities on which Is
slakedits claim.The well·plamed and rapidlyimplementeddevel-
opment has produced an architectural dlslrlct whosevlsual cohe-
sivenessand high-quality design serve as proud remindersof its
remarkablehistory. Aerial view of Lummus Park c. 1930.

Westof Collins Avenue between 20th and 23rd Str~ts. an inti-

mately scaled cluster of smaller hotels and nightclubsemerged.
A glamorous tone had been established by the palatial Roney
Plaza Hotel in the 1920's. Music and entertainment fllled the
streets from Bill Jordan's Bar of Music and the recently demol-
ished El Chico Club, where Latin music and dance themes were
subjects for PaulSilverThorne'smurals.The PlymouthHotel. one
of the most striking of the District's Art Deco buildings. set the
pace for the area Across from the Plymouth, lhe original Miami
Beach Public Library was built, nestled in a small park. Entirely
clad in keystone, the structure is now the Bass Museum.

While the demand for housing flourished throughoutthe District,

commercial enterprises remained concentrated on 'l-lashington
Avenueand Lincoln Road. New Art Deco theaters. offices,retail
s1iOps and municipalfacilities were Interspersed
with earlier ooild-
ings along these two major streets.The cameoTheateron 'Mlsh-
ington Avenue is an excellent exarrfJleof streamlined Art Deco
design . The block-long Cinema Theater Building contains the
CinemaTheaterwith an exceptionalArt Deco interiordesignedby
Thomas lamb, one of the foremost theater designers of the
period. The bu!ldlnghouseda "French casino" supper club.and
cabaret. The RomanPools in 1918,an early attraction of the Beach. The boardwalk was linedby cabanasoverlooking the beach.
•

ARCHITECTURAL
DISTRICT S TYLES
The Miami Beach Art Deco District contains the nation's largest
and mos1significant concentration of resort architecture dating
frem the 1920's and 1930's. The area's development within a
relatively short period of time resulted In an extraordinary
architectural consistency of Art Deco and MediterraneanRevival
designs. · ·
J Art Deco was an eclectic style borrowing freely from other arcl'li-
During the 1920's, the MediterraneanRevival stytebecame the
fashionable choice for housing, schools and commercial build·
ings, and Miami Beach's first hotels. apartmentsand homeswere
designed in this picturesque but traditional historic mode. over
forty percent of the District's buildingsattest to the popularity of
the styte and, of these. manyare in the SpanishColonial mode of
Mediterranean Revival.The proliferation of the SpanishColonial
FashionableLincoln Road was considere d the "Fifth Avenue Revival style in Miami Beachcan be attributed to the influenceof
of the 5outh." • the Panama•Ga~tornia Exposition of 1915· 1916held in San Diego.
The architecture celebrated at this exposition drew from ante-
cedents of the early Spanishcolonizationof California.
MediterraneanRevival buildingspossessanopulence and exclu-
siveness which was Ideallysuited to the prosperity and sense of
well-being of the 1920's. Red-tiled roofs of low pitch, arched
windows and plastered walls are typical. Doorways are often
flanked by columns or pilasters, and arcades at either ground or
upr,er levels are common. Wroughi iron balconies and window
grilles are another dec0<alivefeature of the style.
The "Exposition des Arts Decoralifs' • of 1925in Paris marked th@
debut of the Art Deco or Moderne style. ·A Hoover commlssioo
sent corporate representativesto Paris,and the European Influ-
ence was soon felt in New York's ChryslerBuilding(1928-30)and
Chanin Building (1927•30). But it did not fully take hold in Miami
Beach until the economic boom of 1935.
The Art Deco MovementSf)fangfrom a search for modernity and
the notion that It could be achieved through a new style of art and
architecture. Miami Beach Art Deco is a unique resort style of
bllildir,gs wtth CUbist, simple lines and often fanciful, applied
painted or incised ornamentation.This Art Deco style was also
Influencedby the three World Fairs of the 1930's and Hollywood
movie sets. Busby Berkeley movie extravaganzas, Hollywood
fashions and the glamorousimage of the Hollywoodmovie world
contributed to the fantasy aura of Miami Beach. in people's life-
styles, their dress and the types of buildings they built.
1overlooking the beach. Rooftop dance floor designed with a nautical flair . The industrial triumphs of the 1930's created a fascination with
f
,
SIGNIFICANCE
high speed technologytor cars,trains and airplanes.This fascina·
lion was reflected in the streamlining effect of Art Deco design.
Certain buildings also reflect the revival interests fn Egyptian,
Aztecand SoothAmerican cultures. Othersare transitional Medi•
terraneanRevivalbuildings with Art Deco detail, ' 'Federal Deco"
bulldingsof the W.PA period and factory or industrial styles.
tectural periods. Often nautica l in flavor, details include pipe
railings with geometric forms, porthole windows and roof decks,
combinedwith smooth roundedforms and undecoratedsurfaces.
Ribbon windows or bands of color emphasizea more horizontal
0<ientation on many ol tfle smaller buildings.Friezes in low relief
and often executed In keystone bear familiar Art Deco patlerns
such as fountains, Greek keys, scrolls,fltlral designand ziggurats.
'"Eyebrow" windows respond to the tropical climate as a shading
device. Light and shadow are used to accentuate architectural
details.Glass blocks, pipe-railings,neon, cove lighting,aluminum,
chrome andplastics express a new fascination wiU,modern tech·
nology. The profile on the Miami BeachArt Deco context exam-
Ines the European and American antecedents 01 the Art Deco
Style in further detail.
DI STR ICT ZONES
The Art Deco and Mediterranean Revival styles found their
expression in all of the major building usesin the District. Theuses
coincide with the long-established street configuration which
dl'Vides
theDistrict into three functionalzones. Thesezones are the
seasonalhOtetarea,the commercial stripsand the residentialarea.
The seasonalhotelsare concentratedalong Ocean Drive,Collins
Avenueand in the Bass Museumarea. Theypresenta nearly unin-
terrupted lineof ooiform scale. setback and architectural style.On
OceanDrive,from 5th to 15thStreets, the Art Deco designstypl·
lied by the Victor. the Tidesand the Gardozoare punctuated by an
occaslol)8JMediterraneanReVival structure such as the Amster-
dam Palace. On Collins Avenue, the larger hotels compete for
attentionwith their tall spires,zigguratparapets,cupolas. fins and
curving wans.Hotels line both sides of the street and exhibit
greater diversity In scale, style and setback. The ribbon shapes
and stripes create a streamlined image while color is used boldly
everywhere- in tinted keystone. patterned terrazzo and bright
neonsigns.Wlththeexceptlonofthe MediterraneanRevival Hotel
Ed.wrd and the Olateau style Peter Miller, the Collins Avenue
hotels are typical exponentsof grand, sometimes flamboyantArt
Decohoteldesigns. The museumarea containsa clusterof smaller
hotels and the vestiges of sophisticated restaurants and nigtit-
7
 spots. n,e Plymouth Hotel, whh its tall spire and vertical riobon
windows.was influenced by the futurism of the 1939World's Fair
and is a focal point for the area. Consistentlyfine designs form a
cohesive streetscape on 21st S1reet,highlighted by the Governor,
Plymouth,Abbeyand Tyler Hotels.
The seasonalhotels are concentrated along Ocean Drive. Collins
Avenue and in the Bass Museum area,They present a nearly unin·
1erruptedlineot uniform scale, setback and architectural style.On
OceanDrive, from 5th to 151hStreets, the Art Decodesigns typi-
fied by the Vic1or,the Tides and thecardozo are punctuated by an
occasional Mediterranean RevivalstnJcture such as the Amster-
dam Palace. On Collins Averiue. the larger hotels compete for
attention with their tall spires, ziggurat parapets,cupolas, fins and
curving wans.Hotels line both sides of the street and exhibit
in
greater diversity scale, style and setback. The ribbon sha~s
and stripes create a streamlined image while color is used boldly
everywhere-in tinted keystone. patterned terrazzo and bright
neoosigns.With the exceptionof the MediterraneanRevivalHotel
Edwardandthe Peter MIiier,the CollinsAvenue hotels are typical
exponents of grand, sometimes flamboyant Art Deco hotel
designs. The museum area contains a cluster of smaller hOtels
and the vestigesof gophisticated restaurants and night~s. Th~
PlymouthHotel,with its tall spire and vertical ribbonwindofvS,waf.
influenced by the futurism of the 1939World's Fair and is a focal ;.,
point for the area. Consistently fine designs form a cohesive
streetscape on 21st Street, highlighted by the Governor,
Plymouth,Atbey and Tyler Hotels.
l
story Van Dyl< Building represents the earlier Mediterranean
Revival influence while the Sterling Building, remodelled In 1941,
reflects the transition to the Art Deco style and motifs which pre-
dominate on Lincoln Road.
The largest and most cohesivezone Is the eighty block residemial
ar-e~surrounding Flamingo Park.Twoand three-story apartment
build~ngsline the grid pattern streets in a remarkably uniform lay-
out dictated by long, narrow lot sizes.Consistentfacade lines and
materials (stucco and concrete) create a rhythmic and well·
balanced streetscape. Within this framework, stylistic details of
bot~ M8?).terraneanand Oeco Inspiration proVide an interesting
vanety of facade treatments. This area includes the only COflcen•
tration of single-familyhomes at the northwest comer of Flamingo
Park.Nearby, on Lenox.Avenue,is the area'soolymajor commer-
cial building, the Southern Bell TelephoneBuilding.This structure
reflects the transitionalarchitectural influencesof Miami Beach. It
is designed in the MediterraneanRevivalstyle but contains a sec-
ond building wh,ch is Art Deco.

WashingtonAvenue, the major north-south artery and the main

commercial strip. contair,s a great variety ot uses ar'ld building
types. Despite later remodellingsof storefronts. the original Medi-
terranean Revivaland Art Deco design influences remain strong.
The colorful area of delicatesser,s, bakeries. fish and produce
markets includes many notable commercial structures such as
Friedmann's Bakery, the Warsaw Ballroom and the Cinema
Theater Building.Interspersedwith the smaller retail buildingsare
several architectural landmarks: the Washington Storage
Company, Old City Hall, the Blackstone Hotel, U.S. Post Office,
cameo Theater and Temple Emmanu-EI,to name a few.

Lincoln Roadhas servedas the District's office. commercial and

specially retail area since Carl Graham Fisher's development of
the 1920's. In 1957, it was closed to traffic and lined with lush
plantings, fountains and seating areas. Architecturally, it ranges
from one and two-story structures to six-story office buildings
encompassinglarge blocks. Uniform tacade lines and orientation
create a distinct urban space, although many of the original store-
fronts have been replaced. Key architectural landmarks sucti as
the Barnett Lincoln Road Medical Building and Chase Federal Mediterranean Revival and Art Deco details add visual The St. Moritz is an excellent exampfe of the streamlining
Buildingstand out as anchors along the pedestrianplaza. The six- delight to the building entrances and facades. effect of many Deco buildings .
•8
 I

,-\ d!T~ ,.:,

-,,
. Retail shops and small hotels such as the aay, Cameo and
Sinclair Hotels, dominate the easterly blocks, while apartment.
'. 11• ,.._-
✓
buildings and residencesof MediterraneanRevival design domi-
Jf;.
...'/I,' nate the westerly blocks.

Although the District Is outstanding in its uniform and consistent

architectural integrity, certain particularly strong stylistic exam-
ples have been identified. Keybuildings predominate in the blocks
alongOcean Driveand CollinsAvenueand ~!Ongthe two commer-
clal strips.Washington Avenueand LincolnRoadMall. Many of the
buildings in the residential areas are equally fine examples of
MedUerraneanRevival and Art Deco design, althOugh smaller in
scale and m0<emodest In their use of detailing and sculptural ele-
ments.AnArchitectural Significance mapwas prepared to deline-
ate locations of architecturally important structures and is avail·
i
able at the office of the Miami Design Preservation league .
I
/
. I

Collectively, the architecture of the District represents a richly

'.
I ·, ~
ornamented style reflecting the transition to a new spirit of mod·
ernism during the 1920's and 1930's The smooth planes and
I .. .....
..;:, ._, """\..'"~ , repeatedgeometryof the building forms, today as then, create an
Carved railings and tile roofs enhance the Me!1iJerranean The railings, scuppers , stripes and vertical emp appealing streetscape representativeof the glamour and style
Revivalstyle Parkway Apartm ents. •~ .} Don Bar are typical Art Deco features. that has always symbolizedMiami Beach.

>leof the streamlining

Horizontalwindowbands,glassblockandsunshadesare balancedagainst the vertical emphasis of the entry to the streamlined Horizontal recessedbalconfescounter the vertical center
SterlingBuilding. bay of this typical Art Deco block.
♦

9
 I
MIAMI BEACH ART DECO: ITS CONTEXT CUBISMBern une;pectedlyin 1907 ARTMODERNE
with origins in the paintings of or Ari Decoratif refersto a
Cezanneand Ille sculptureo1primi· s1y1e o1art reviewedand cele-·
The Art Deco style found in Miami Beach was a product of many wepeople,Cubismfkstappearedin brated tor the firsttime in a 1925 Paris
new i<;feasand movements which together comprised the major the work ot Picassoand Braque.The EXJX)Silion . II representedthe wor1<
of architects.
tenets of modern art and architecture . The term Art Deco, not Cubist paintersworking througiout lurnituremakers. metalwrkers. texiile designers.
even fifteen years old, has only recently become popular with the the firstthreedecadesollhe twentietn as well as manyotherdecorativeartiwi and-
renewed interest in this style, originally known as Art Moderne. century sought lo describe forms reachedits high point between1925and
1hroughlractl.lringtheir three-dimen· 1935. A classical.bala1cedand variedSlyle
Because the style lies somewhere between a ·'high'• and vernac• sionalityInto Hatplanesconsistfngo1 v.ithrooIsin lhe austereside d Ari Ncuveau.
ular style with regional variations, it is elusive to analyze. The Art gecmetric shapes. Realitywasex- Cubism, the Gsrman Bauhausand Dutch
Deco period was characterized by great diversity; there was a ploded, different perspectivesof a de Stijl, .All lvloderneIs riowknownsimply
formood pointsin timewereshcmr1 as MDeco .
revival of craftsmanship and a coricern for the individualexpres• simultaneouslyand anyinterestin the
sion of the artist, while at the same time, an interest in the machine simpleimita1ion ofphotographiclight
and mass production was evidenced. Furthermore, two major and shadewas abandoned . Cubism VincentPrimavera
:
periods of Art Deco exist the graceful curvilinear periOd. with revolUtiooiZedhow luture ~era - Clafite, 1925. This
motifs of fountains, nudes and organic imagery; and the later per· tionsOIartistswouldwoo. and had a fig.ired whitemetal
lod which relied heavily on de S1ijl,QJbist and machine-Inspired majorimpactoo e\/Elry formof M. ona marbletEse
forms. Eventhe r:najordisplayof objects In the style, the Exposition hOldinga glass
Georges Braque: O.,a/StillLife,1914 tall light globe
Internationaledes Arts Deooratifs et lndustriels Modernes did not
exhibit pieces from many of the art movements which are now may have been'
DESllL: Oneof lhe loogestliYedand in the Parissmw.
recognizedto be a significantpart of Art Deco . Thesemovemenas, mostinlluen~algroopsof modem art-
Cubism, de Stijl, Futurism, Expressionism and the BatJhausall ists, de Stijl wasformed in Holland
sought 10 create and establisl7 a radically new style expr,essive;or during the first World war.11was
modern times and, together with the Art Moderne style·in the dee, marl<;edby extroordinorycdabora-
orative arts, constitute the major elements of Ari Deco active iii tionoo tne part ol painters.scuptors,
Europefrom 1910to 1935.In additioo,American ideas in industrial architectsand irdlstrial desigriers.It
ircluded amongilEleadersPletMm
design, the optimistic futurism of the three World's Fairs held in EXPOSITION
drian, JJP Ouda-id Theo vanDoes·
the 1930's, the opulence and fantasy of HoH)Woodmovie sets, as oorg ..-id hoo as its tundarnental INTER.NATI ONALE
well as the pioneering ideasof architects LotJisSullivanand Frank basisan interestin the reclangleand
@I ARTSDOCORATJ
FS
Lloyd Wright, furthered the- European ideasand created an Art ET INDUSTRIELS
primary colors Architeclurally, the MODERNESiiiii
Deco style uniquely American. AUof these Europeanand Ameri- groopstood foran abslra:::t cubismin AVRIL-OCTOBRE
can forces are present in theArt Decoarchitectureol Miami Beach. opposttion 10lhe ~r1icial imi!aticr'I Posterfor the 1925Parisshow.
ol pas( slylesar,d fancifulexpression-
This resort style was created by a small number of architec1s, ist movements elsewherein Europe. Piet Mondrian: Corrposibon, 1921
many of whom never received formal training but who interpreted Genie Ri~d:
the ideas brought to Miami by the few INhohad practiced architec· Chair,belore1924. lhe ftaf
ture in New YorkCity, the Mlerican channel for th~ complex and pla'leS ol this chairre.sem.
diverse ideas irrl)orted from Europe. The two pages of images ble the projecting eye. ·
which follow provide a brief overview of the sources and imagesto brows of Deco
which the Art Deco architects of Miami Beach responded. buildings_

J.J.r. Oud: Cafede Unie, Rouer-

dam 1925.Thefacaje istreated
almost a:; a two-dimensiOnal
canvas with stroog geometric Walter Gropius:DessauBauhaus.1925·1926.
elementsard typographyinte-
grated in the same way as u,e BAUHAUS Called the most important art school orthe twentieth century. the
"Duo" in Braque·s painting.
Bauhauswa<, iniliaUy organizedunderWallerGropiusii 1919to teachera/tsand lo
Many DiS1rictArt Deco bui:d- ll.Jrtherthecooperation ofallartiststowards
lhecommongoo.I al ''!he buildingofthe
tuture." Originallyinspiredby WilliamMorris ard GermanExpressionism , focus
the
irigs are similar in that they MiamiBeachArtDecoBufding: Noteits soon became stark cubic geometry and the architectural principleof func-
employbold type as port orthe Similarity
to the Mondriani:ainting in tionalism.The useof industrialelementsand the lack al ornamenlationwtiich the
O\fefalldesign al the facade. its usesol bold stripes. Bauhausmad@ tamouscan be seenin !TlcllYAri Deco DiStrictbuildings.

10

Vnceot Primavera:
Gia.rite,1925. ThiS
figtreof whitemetal
on a marblebase
holding a glass
baff light glctle
may havebeen
ifflhe Parisshow_
1 Banc:ro~Hotel in the Distriet
"''·
I
..I r ! l : " : .
,rOf the twentieth century, 1he
ius in 1919to leactl aafts and to
lffiOl7goal ol ''the buiidingof lhe
:rma-i E:rpressionism lhe, locus
rchilectural principle ol lunc-
ilcl<o1omamentatlcnwhich lhe
)eco Disfriclbuildings.
♦
ART NOUVEAU Flourishing in the
decade between 1890and 1000. Ari
NCJUVeal gi:ew out of an effort to
createa newexpressivesMebased
oo !he organic rhy1tims inherent
in natural forms. Its theory was
employedin the design of architec-
tural omamenL the decora!il/P,,lrls
811dpainting,Art NouveauWet:, oneof
the IVrld.mlentalinspiration.sof Art
Deooand itsinfluencecan be seenin
the relief work etched glass, om,i.
mentaldetailing and inle1iorsin the
Art DecoOiSirict.
FRANK LLOYD WRIGHT Wnghl S in0 ence coAmericanMl Deco wasconsid-
erable and can be evidenced 1nhis early use of orraneritation. lnoorporaling
,_.~j;,;;;: ·,.;;.
-.;;;;:: careful deIailing in his buildings, Wrightdid
--. notspurnarchitec1uralomameritatiortasdid
--
' ....~ poraries.The projeciing roofand
• 6 '-l~:ti st~
="..:,,;;;;;,;';-"
._
~-...---"""F"
... - ••· ~·-:· :
""""'
'~ -- --
frank UoydWright:
Sock Ateliers,1902.
GERMANEXPRESSIONISM
Oneof lhe
morelanclful archlleclsof this style.Enc
Mendelsohn.wasoccupied w1ihlhe
idea ol movementarid a sculplural
pla;hc1ryIn arct1itecIure The E1r1
stein towershownhere exh1bilsa
monumenla!and dynamic qual1iy
1n,tsstreamlinedcurveswhich
flowaroundlhe slruclure giving
It a quahtynot unlike the scul -
-ture of BrancUSl
The detailal lhe rigllt lrom the
has a fanlasticalquality
similarto that ol Mendel-
som·sstruclure.
I
JosephUrban,lnteriOrview,New York
Branchof theWienerWerksal!e.
1919.
;:.-
HenryDreyfuss:Douglass airplane.
-.mariy of hiS Europeanoonlern- private passenger Interior. before
- 0 ,. •
1936.
· · '.: windoWpanelsin llie prairiehcuse
',·~,....--,;pown heremayha'4:lbeen
...... Z a source lor the
- ----------·· eyebroMwin~
and glass blOCJ<
pl!lnelsfr~uenlly
seen in lhe OiGlricl. STREAMLINING The principles of
.ntt:
1,-
·. __e '. slreamlining were employed in the such as automobiles, but often.
design of vehicles, products and streamliningwas applied simply as a
~. I! .•• buudir~ lrom 1927to the beginning stylistie feature. lridustrial designers
:J ·- '.;:~ ·- ol lhe second World War. S1ream- leading the movement Ncnron Bel
lined forms are characterized by Geddes.HenryDreyfuss and Ray-
I - --·-- -···- -·- rou.dededges.smoolhsurfacesand mond Loewywereable to realizelheir
&Jc Mendelsohn:
lowhoriZ.ootapn:Jh::ls.The intentwas utopianidealsof the union between
Ttie Einst in Tower, Stre.mlineddetailing
wrapping ar01J
nd to de<ive a functionalincreasein the art ard technologyin ltleir design of
Potsdam.1921 the caner <11an hi Deco building speed and efficiency ul producrs the 1939 World"sFair.
1939New Y'orkWorld'sFair:Sro.ving
the Try1onarid Perisphere.futuristic
syrroolsfor the Fair.
FUJURISMScience.fictionvisions of
a sophisticated technological future
permeatedthe optimismof cily plan-
ners.writers,industrialdesignersand
Holl)'WOOd producers_A belief thata
belterworldcould be created lhrough
design and modern lechnorogical
developmentled to the popuclfity ol
utopjan notie<solthe ideal cily. The
Art Deco District with its lantasy-
RaymondLoewy: Portion of Chart. til<econcen1ration of exotic resort
Evolutionof Automobile Design, rn· buildings and veQ8talioncreated, in
dicati11gdesign trend1owardssimpli-
Vincent Korda: Model set for !he manyways.thisSi:VTle kind offuturistic
Art~ District detail
. r.c;ition,sheerness.hor120ntalily. movieThingsto Come, 1936. vision
 I
DISTRICT LAND USE

ENVIRONMENT AND OPEN SPACE the beach to a 300-footwidth,the LinearFlarkwill be an important

Miami Beach, the natioo's most intensively developed barrier
island, has been considereda model of coastal developmentfor
decades. In 1980,"The Yearof the Coast,"re-examinationof this
resort community brought renewed appreciation for its environ-
mentalamenitiesand the problems of unplannedurbanization.
The natural setting and mild climate of Miami Beach continueto
be an Ideal escape from cold Northern winters. Envelopedby
water and close to the GulfStream,prevailingeasterlywinds and
gentle sea breezes create a comfortable climate year-round.
Temperaturesrange fromaoaverageof67.8° inJanuaryto82 .1~
In August,creating a mildtemperate climate.
Although the tropical vegetatationthroughou11heDistrict andthe
exotic resort erwlronmemtit helped to create may no longer~ as
evident as they once were, the potential remains to recreate this
romantic atmosphere.Theview of the ocean from 0ce/nDrlvpis
stillvery dramatic,and other vistasof the sea can still be glimpsed
between the rows of Deco hotels. The glamour iS now subduet'l
and the landscapea far cry from the original lush coconut grove,
but the seascapesetting remainsas dramatic as ever,an inherent
assetof MiamiBeach.
complementaryresourcefor tourists and residents.
FlamingoParkIs a secondenvironmentalamenityof 34.5 acres.
Here,the focus is on active recreation.Tropicalplantingscreatea
scenic panorama, protecting the park from and enhancing the
densely-settled residential areas which surround It. Within the
park a~ softball, tennis, basketball and children's recreational
facilities, as well as sitting areas and attractively landscaped
walkways.Flamingo Park is highlyused by the residentsbut would
benefit from the proposed additional landscape improvements
and e,cpansionof recreationalfacilities.
The flavor of Miami Beach's image as a recreation spot in a
glamouroosvacation settingIs no longerevident.Sporting events,
such as horse-racing and polo, have been replaced by more
passiveactivities.Yetthe scenic and environmentalassetsremain
strong and await rediscovery.

Major open spaces in the District are limitedto two : LummusPark

and Flamingo Park. Established in 1915 along Ocean Drive,
Lummus Part<continues to be a major public open space and
meeting place for District residents. Sitting areas and shaded
walkways along the 26-acre park's edge are well-suited to u,e
leisurely and socially-orientedfife of the District's residents and
have the potential to be even furthur developed as pleasant
spaces for both active and passiverecreation. Ari auditoriumat
10th Street In the Park prOl/ldesorganized activities for the
local community.

The entire beach Is programmedfor extensive renourishmentby

the Army Corps of Engineersto renew its beauty as a haven for
SWimmersand sunbathersand to protect the island from storms
and hurricanes. In addition,a Linear Beachfront Parkwill act as a
catalyst tor tourism. Three million dollarswill be spent for Phase
One, from 21st Street to 46th Street, and ad:litional funding has
been requestedto carry the Improvementsto Llncoln Road. The
project Is conceived as a 50-foot swath of tropical landscape
threaded with a promenade which links pedestrian circulatkJn
along the beach to and around oceanfront hotels and to major The trees and plantings of Flamingo Patk create an oasis of lli 'e palm groves of Lummus Park offer shaded comfort for
pointsof interest.Wrththe Corps'recentlycompletedextensionof greenery amidst the densely built Art Deco District. enjoying the cool ocean breezes.
•
12

HOT E LS
The Deco hotels, synonymouswith Miami Beach and its tradition
as America's winter seaside resort, highlight the qualitiesof the
Art Decostyle. Facades,lobbiesandhotel roomsare detailed to
create a unique resort environment. Even the names of the
hotels-New Yorker, Plymouth,St. Moritz, Betsy Ross, Oeve-
lander, Delano,Sagamore, Cardozo,Tiffany, Versailles, Waldorf,
etc.-portray a time past/lime present relationship which links
themto the varioushometownsof visitorsor to imagesof rlatlonal
interest.
I
These hotels were constructed before World War It, primarily
during the 1930's, when the~ wasa surge In the constructionof
smaUlow rise hotelsto servethe more modestmiddleclass tl;ISte s
of post•Dep,-ession America. Since the War,developmentsin air
transportation, new vacation markets,changes In life styles and
increasedobsolescencehave contributedto the gradualdecline
of the hotels. However, this decllne has actually preserved the
historichotels. Demolitionand irreversiblerenovationshavebeen
Large hotels, such as the Delano and National, are clusteted minimal: most hotels retain their original character and design
integrity.
along Collins Avenue between 16th and 23rd Streets. , primarily from NortheasternUnited States and canada. Summer
.~ I tourists, many residents of Latin and South America and Great
fer &hadedcomfort for
A mosaic of swimming pools lies between the large hotels Many small hotels like the Palmer House are lived In by per•
and the beach. manent or seasonal residents •
•
,
Miami Beach currently has 30,670 hotel/motel rooms in 343
properties. The number of rooms is decreasing with each succes-
sivedemolition. Theaveragehotel is under 100rooms, and no new
hotels have been built in the City in over fourteen years. Only
10,000 rooms are competitiveIn the contemporary hotel market.
A 1978surveyof District hotelowners and managersconructed
by the Departmentof Architectureand Planningat the University of
Miami indicatesimportant hoteltrends in the OceanDrive. Ciollins
Avenueand Museumareas. Most hotels have a large proP,Ortion
of permanent,year-round residents;In some, the figure exceeds
70 percent, but the average rate of permanentoccupancyin the
hotels surveyed was 50 percent. These hotels have gradually
la'ldergoneconversion to residencesand seasonalapartmentsfor
lowandmoderate income elderly. Roomshavebeenmodifiedinto
efficiency apartments, pullmanettesand kitchenette&.
During the peak season, generally defined as being from
Novemberto May,a numberof District hotelschargeup to $4,000
per seasonfor an efficiency unit. Winfer touristsstay for extended
periods. some for as long as six months. These visitors are
Britain, stay in the District for shorter periods. Few District hotels
adVertisenationallyor even locally, perhaps becausethe repeat
business rate appears to be over 75 percent.
Many of the smaller hotels function as a supportive living
environment. First floor lobbies, open porches and patios are
meeting and congregating spaces. These outdoor community
spaces stimulate social interaction between friends and with
passing pedestrians.Other amenities include organized social
activities, live entertainment. Kosher meals. health and maid
services.While particularlyamenableto the needsof retirees,this
informal ambiance is also congenialto a resort population.
Although the hotels offer special services to permanent and
temporary guests,they are generallyunable to competewith the
more modern hotels north of the District.Attractive rooms as well
as general tourist services such as coffee shops and restaurants
need to be providedin order for the District to enjoya shareof the
recent growth in Miami Beach touriSm.
In January, 1979a new preservationgroup, the Art Deco Deveiop-
ment Corporation, was formed to speamead preservationand
revitalizationof the District's hotels. They initiallypurchasedthe
CsrdozoHotel and began a program of hotel restoralionand tax
shelter llmited partnershipsfor other hotels, mostly along Ocean
Drive. To date, the Cardozo and the Victor have been greatly
restored,underthedirectionof an accreditedconservator.Strongly
l:l

backed by national travel promotion, the gJOuphas attempted to
bring new transient businessto tt,ese small hotels.
The hotels are central to the revitalizatlon element of the
Preservation and Development Plan. Sensitively upgraded and
rermvated,the hotels may be the catalyst to attr!:lcta burgeonir.g
international trade to the District. Re-establishmentof a tourist
and resort mecca could be achieved by a uniquetourist/preserva-
tiOnenvironment on Ocean Drive and CollinsAvenue.
RESIDENTIAL
While the hotel rows of MiamiBeach mark ii as a vacation resort,
the District's intimate residentialstreetscapes are equally signifi-
cant. Between 1920and 1940,the year-round populationactually
increased at a faster pace than the tourist populatioo.
,
interiors which have never been modernized. Bathrooms and
cookingeq1.1ipment may be obsolete,especially for the elderly and
the handicapped because management is either unskilled or
financially unableto upgrade and provide necessaryaccommo-
dations for residents.
ElderlyJews and Latin Americans comprise the majority of apart-
ment residents. They enjoy the proximity of Flamingo Park and
WashingtonAvenue,yet are removedfrom the hectic pace and
congestion of tourist-oriented. services and facilities. The
apartment neighborhoodsare a1tractiveand cohesive and can be
renewed1asa desirable place for residents to call "home ."
This Mediterranean Revival bungal ow Is typical of the single
family homes west of Flamingo Park.

The area bounded by Flamingo Park to the south and east, Alton
Road to the west and 16th Street to the north contains a concen•
tratton of single-family bungalow desfQnS.BuiUby a less-affluent

E
population. owners sent their children to nearby neighborhood
schools. ln time, this area became a community within·a
community of the larger District. ~ / •
' ~ ;'
The Depression years brought a decline in home ownership in F
MiamiBeach similar to other parts of the country. A more efficient
housing rorm was introduced and widely adapted-the small
apartment house. Apartments were erected throughout the
western section of the District from 6th Street north to 16thStreet.
In fact, 1970 data shows that 80 percent of the 36,000 dwelling
units in the area bounded by 6th Street and Dade Boulevard is
rental housing. Originally built as multiple bedroomunits, many
have been converted to smaller dweJlings,and 96 percent of the
rental housing has one or no bedrooms.
•
The small District apartment buildings, two or three stories in
height. illustrate how the wide range of Art Deco and Mediter·
ranean design features serve important practical purposes in the
tropical climate. Eyebrow windows and thick, lightly colored
concrete wallskeep rooms cool, and common courtyards as well
as balconies and entries are designed for residentsto share the
pleasant climate. Today,as then, the open porches and tront yards
are a pleasantspace for residentsto sit and visit,playcards, watch
passers-by and enjoy the cool sea breezes and scenery. This
infonnal social stimulationcannot be overemphasizedin support·
ing daily contact for resident retirees.

These apartment blocks retain their original detailing Intact, with

alterations generally limited to replacement windowsand new
exterior paint schenws. Some have deterioriated,both inside alld Blocks and blocks of low-rise Art Deco apartment buildings like this one form the heart of the district's residential
out, due to inadequate maintenance. Others have old-fashioned neighborhood.

14

COMMERCIAL USES
Retailand serviceestablishmentsare integral aspects ofthe cul-
ture ot Miami Beach. Their continued presenC€and use provide
the envfronment with a feeling of vibrancy and life. Theseuses
have been concentrated in linear fashion along major streets.
washington Avenueconstitutesthe District's' 'Main Street.'' It has
responded moderately well to the changing needs of various
cultural and age groups. Ethnic food markets, bakeries, delica•
lessens, butchers and services createan atmosphereof cultural
1 lst ypica l of the single . vitality .ind diversitywhich is the essenceof Miami Beach. Recent
District residents shop at the neighborhood food and service crime problems since the Cuban immigration of 1980haveplaced
stores on Washington Avenue.
Storefronts along the Mall hava been modernized in a
haphazard fashion.
district'$ residential
Lincoln Road Mall Includes specialty shops, department Cultural facilities such as this ballroom are greatly In need of
stores, restaurants and service facilities. renovation.
,
a heavytoll on WashingtonAvenue. At least six stores have closed
ir,the past two months. The long-time retailinguniqueness, partic-
ularly in apparel and fruit shipping, is being eroded.
Lincoln Road ls an eight-bfock mall which was formerly Southern
Florida's prestige retail street. This street was transformed into
one of the nation's first pedestrian mallsin 1957 In an attempt to
infuse new vitality and compete with emergingshopping centers.
Gradual relOcationby America's foremost retailers has included
Saks Fifth Avenue and lane Bryant. Changingretail markets and
spacial obsolescence continue to threaten Lincoln Road Mall, but
It is still recognized as the City's primary business district.
EspanolaWayis a two-block area of shops and hotels known as
the "Spanish Village.' ' Corfv;lletedIn 1925,it was the first integral
development In the City. Its intimate streetscape provides a
unique Latino environmentwithin the District. Interestin preserva-
tion is currently being expressed by property O'Mlers. Espanola
way, sparked by the Clay Hotel, is a thematic tourist and mixed
use development opportunity which should be encouraged and
guided.
THEATERS AND BALLROOMS
The spirit and culture of the Art Deco era were best representedIn
the DiStriet's !heaters. In 1978,the anema Theater was closed,
and since then all of the major theaters have closed. Strategic
locations and excellent exposure addedto their visual impact.
Theater interiors featured the ultimate in Art Deco design. The
cameo, Lincoln and Cinema were excellemexamples from the
period.The Cinemastill contains what could be the City's most
significant Interior space. Despite a nationalcampaign to restore
the Interior, the Cinema is currently being considered for conver-
sion to a shopping mall, an action which would irretrievably
destroy this landmarkInterior. The 1940's theaters,the Beach and
Carib, have already been remodeled as 1Iashysllopping malls.
The entertainment focus of the 1930's was furttier evidenced in
the WarsawBallroom and the now demolished ElChico Club.The
El Chico Club, with its beautiful Interior murals by Paul Silver
Thorne. was destroyed to make way for a condominium develop,
men!. Further demolition of significant cultural structures will
erode this strength which can be a resource for a revitalized
MiamiBeach.
CUiturai rebirth and growth are the cornerstones of successful
revitalization efforts throughout America. A primary Art Deco
movie palace, the Paramount in Oakland, Cantornia , has been
restoredand serves as the city's major cultural center. New York's
Radio City Music Hall, an Art Deco shrine created by industrial
designer Donald Deskey, serves not only as a vital performance
IC:

hall but also as a museum and gathering pla~ for Art Deco
functions.
Other exampes Include the Fox Theater in Atlanta; the Opera
Hoose in Wilmington, Delaware; Mechanics H~I in Worcester,
Massachusetts;and the Pabst Theater in Milwaukee. In these
projects,the rebirthof a significantculturalfacility hassparkedthe
economic and cultural rebirthof the entire downtownarea. In the
same way, Miami Beachhas an owc,rtunity to capitalizeon its
own r.emaining cultural resourcesthat are now vacant or under•
utilized, most notablythe WarsawBallroom, Cinema and Lincoln
Theaters.
CULTURAL FACILITIES
Within and Immediately adjacent to the District are a variety of
public facilities.Theseresources can be expandedto leveragethe
upgradingof the surroundlngneighborhoods.
The nearby Miami Beach Convention Center and the Center for
the PerformingArts are assetsto supportthe hoteVtourlstlcooven•
tion industry. In conjunction with new and rehabilitated hotels,
' .. •
I,
VEHICULAR CIRCULATION
Access to and from the Art Deco Districtis providedby a seriesof
causewayswhich run west to Miami and the Miami International
Airport. The regional highwaynetwork is well-defined.
Automobile traffic tunciloos smoothly throughout the District,
afthoogh no recent traffic studies have been undertaken.
Congestion occurs occasionally on Ocean Drive during peak
weekend hours, but this is a natural consequenceof high beach
usage on Saturdays and Sundays. A traffic study should be
conducted to delineate needs and future traffic planning
consistent with the Preservationand DevelopmentPlan.
The MetropolitanDadeCounfyTransitAuthorityoperatesa public
bus system which services the District. Bus routes run north-
south on Alton Road,Meridian,Washingtonand ColllnsAvenues.
Mostriders travel at leastthree to fivemiles(oneway)by bus.The
system is not orien1ed toward local trips or loops within the
District.
An open tram provides a public shuttle service on Lincoln Road
Mall. This service is sporadic but ooes respond to a recognized
needfor improvedtransit along the eight·block mall which many
shoppers find too long to walk.
•
16
t
these faciUties can help attract Miami Beach's fair share ol the
growing tourist and convention market.
The Bass Museumand Public Library are cultural facilities which
can anchor rehabilitationand new developmentopportunitiesIn
the 21st and 22nd streets area. The Q:mmunlty Center at 21st
Streetis one of the oldest structures ln the District and servesthe
community's elderlyresidentswith theater, a splendidlecture haR
and adult -0lasses.
The Feinbergand Fisl7erSchoolscan be utilizedto strengthenand
upgradel the surrounding residential areas for elderly and family
housing. Thesewell-locatedfacilities shouldcontinue lo be major
assets to improveand maintainthe neighbomoodcharacter.
Located at the intersection of Washingtonand Drexel Avenues,
the old Miami Beach City Hall is now vacant and surplus to the
City. This nine-story structure offers an excellent opportunity for
adaptive use and would add new vitality to Washington Avenue.
The City has Initiated a feasibility study, and develqment
opportunitieswill be Identified shortly. Buses are the only publi c transit available fn the District.
CIRCULATION
At this time. thereIs notadequatemasstransit to serve the special
needs of the District. A shuttle·bus system whictl connects the
District's major shopping and activity areas Is badly neededfor
both residentsand tourists. The vehicles should be exceptionally
well designedto appeal to au groups and be an attractioo itself in
Miami Beach. The system should interconnect with 1heCounty
bussystem and be a vltal transportationmode.
Parkingin the District Is supplied by on-street metered spaces,
private lots and public facltities. It is only In the congested com·
mercial zones and along Ocean Drive ciJrlngsummer weekends
that peak-seasonparking demand exceeds supply. The Beach
Renourlshment and Beachfront Park programs will partially
alleviate the parking problems near Lummus Park as the beach
will becomemoreaccessble north of the Park. Elsewherein the
District, public and private facilities need to be developed to
respond to existing deficiencies and the anticipated parking
pressuregenerated by revitaflzation.
Parking demands and needs of the 83-block area surrounding
LincolnRoad Mall and the ConventionCenterwere evaluatedin a
1975ParkingStudy.A parkingprogramwhich took into considera-
tion the expansionof the Civic Center, relocation of City Hall and
the Public Services Building and zoning requirements was LandscapingIs neededto ofier relief from the sun on many
developed. Theproposedstrategyinvolvedthe additionof parking streetsandto softentheeffectof parkingareas.
 decks to expand the capacity of Civic and Convention Center
facilities and public/privatejoint development in the Lincoln Road
Mall area.
PEDESTRIAN CIRCULATION
A.strong pedestrian orientation is orie of the District's greatest
strengths. It creates an intimate, friendly seals and promotes an
active streetlife among neighbors and passers-by. Psople sit out
on verandasand chat with neighbors as a regular social activity.
With OQIY55 percent of the District population owning automo-
bfles,pedestrianismis an Importantway of life for residentsand is
supported by many factors. The terrai.n is flat and the climate is
pleasant year-round.Older citizens traditionally enjoy walking for
exercise and fresh air, and many prefer not to drive. Neighbor·
hood shoppingand community taoilrtiesare, in most cases, within
a short walking distance from where people live.
Public improvements and st orefront renovatiOns would Sidewalks and crosswalks are often crowded with pedestrians.
llable in the District. enhance the pedestrian experience of the District.
from the sun on many The open tram is a well-used service wflich runs the full Accomroodating the pedestrian is a key concern in upgrading the District's commercial areas.
kingareas. lengtti of Lincoln Road Mall.
..
This Is especially true on the major streets'.6cean Drive, Collins
Avenue. washington Avenue, Lincoln Road, Espanola wayand
21st Street. The east-west streets between Ocean Drive and the·
residential area west of Washington Avenue are important
pedestrian spines to the beachfront and Lummus Park.
Certain elements of the environment detract from the pedestrian
quality of the District Sidewalkson busypedestrianroutes needto
b8 widened. Crosswalksare not alwaysclearly marked, and traffic
lights often do not provide adequate Intervals for the elderly
to cross.
Curb cuts and barrier-free design of public improvements are
essential to improve accessibility for elderly and handicapped
persons. Locations for new shade trees, street furniture and
sidewalk designs should recognize the special coosideratlonsof
high volume pedestrian routes and congestion ~t key interseo-
tioos and focal points in the District. The route and access points
of a new tramline shuttle systemshould also take Into account the
pedestrian orientation of the District.
17

A preserved and rehabilitated Art Deco District will bring new
economic vitality to a large segment of Miami Beach andwill
polish the City's image as an international playground. Revital•
ization of the District will make Miami Beach rryore competitivein
attracting international tourism and national conventions. It also
will providebetter housingandservice facllitlesfor local residents.
MAR KET SUPP O RT SOURCES
Major sources of market support for revitalizationof the District
can be grouped into three categories of transient,semi•transient
and permanent residentpopulations.
TRANSIENTPOPULATION
Thetransientpopulationincludesdomesticand internationaltour-
ists, conventionvisitors, and businesstravelers. With tourism as
its only industry, the annualflow of visitors to Miami Beach is the
single most important source of market support for almost any
good or service. Traditionally,the tourist market has been largtly
domestic. In tl)e past ten years. however,domestic tqu~ismh~s
declined from its peak years in the 1960's. The eros,ionof tliis
important sector of the economic base is reflected by resort t~
collections which remainedalmost constant at around $3 million
annuallyduring the period from 1970-1978.Consideringinflation,
this representsa substantial net decline in tourism.Becauseof the
Importance of tourism to the city's economic base, new opportu-
nities to attract more tourists shouldbe pursuedwith great vigor.
The decline in the number of domestictourists has beenortset by
a dramatic increase of international tourists. In 1975 about
395,000 internationalvisitors came to DadeCounty. By 1979the
number of internationalvisitors had Increasedto 1,800,000. It is
expected to approach 2,400,000 during the current year, a
phenomenalincreaseof approximately600 percent over the past
five years. In the past year alone, this market increased by 30
percent; a rate of 10-20percent is more realistic for future years.
Unrn 1979, most internattonaJtouristswere LatinAmericanswho
visited Miami and other DadeCountyareas with strong Hispanic
communities. In 1979, Latin American and Caribbean tourists
represented76 percent of the international visitors.
M~ch of 1herecentgrowth is in the Britishmarket. It is Jinkedto the
present strength of the pound in international markets and to
active prornoti0nof packagetours in England.Europeantourists
representedonly 13 percent of the 1979 Internationalvisitorsbut
showed a 50 percent increase over the 1978 level. Continental
tourists are attracted to the area for its sun and beaches while
18
ECONOMICS
Latin Americans are drawn primarily by the shopping and
commercial resources.
Mditional comfortable and clean hotel accommodations are
needed if Miami Beach is to attract a greater share of this market
source. OftheCity's30,671 hoteVmotelrooms. only 10,000qualify
to meet contemporary hotel room standards. Upgrading and
expansioncan help to serve this market as well as to off-set tile
current!~low occupancyrates. In 1978,Miami Beach recordedan
average 64 percent hoteloccupancy comparedto a nationalrate
ot 76 percent for resort hotels.
Pivotalto the marketingefforts for the District's hotels is an under·
standing of the "small hotel'' concept. The European "bed and
breakfast" concept Is a natural one for the District. Small hotels
are fashionable and can offer. friendly, personal service. Most
major cities in the U.S. have taken efforts to restore their older
small hotels. as evidenced by the many advertisementsIn any
recent issue of "The New Yorker." The Rodeo Drive Hotel in
Beverly Hills is a good exampleof this type of hotel, which could
easily be adapted to the District's availablebuilding stock.
The lack of adequatefirst·class h01elrooms as well as inadequate
commercial and service support facilities has had a significant
Impacton the number of conventions which havebeen attracted
to Miami Beach since the early 1970's.
Competitionfrom citieswith major hotel and conventionfacillties
hascaused a decl!neIn the City's conventiontradeduring the past
decade. In 1973 there were 711 conventions with 365,000
delegates.In 1979there were 249 conventionswith 275,000 dele-
gates. In addition,the average size of conventionshas increased
from 513 in 1973 to 1,083 in 1980. requiring larger facilities to
accommodate convention-goers.
The decline in Miami Beach's conventiontrade Is attributable to
the erosion of large hotel facilities with substantial meeting!
banquet capabilities. Additional convention-orientedhotels are
needed to revitalize the convention industry. However, smaller
high quality hotelsare also neededto provide "spillover" support
and moderatelypriced rooms to accommodate a larger conven•
tion businesspotential.The Deco District could also be attractive
to conventionsthat enjoy meeting in a unique atmosphere filled
with history and nostalgia.Conventions for 1981and 1982 are
alreadyin the planningstages.
Business travelers comprise only about 3 percent of Miami
Beach'sovernightvisitors and are includedas domestictourists.
 ,
This substantial hotel room demand will be captured by
existing,
rehabilitated and new hotel facilities throughout the beach
corri•
dor that are most attractive to visitors.

Since the beach-oriented European tourist market is

growing
rapidly,the rehabilitatedArt Deco Dlstric1hotelswill have
a unique
opportunity to capture a share of the market which is attract
ed by
a beachvacation purposewhilesympatheticto an environment
of
tradition, history and modest scale. To secure this marke
t. an
entertainment, commercial and service infrastructure
must be
provided in close proximity to the retlabilitated hotel distric
t.
Whilethere is a demand for small competitivelypriced first-cl
ass
hotels in rehabilitated space. Miami Beach also needs additio
nal
new and relatively large hotel facilities In proximity (three
to five
blocks)to ttie ConventionCenter if the City hopes to attract
major
new convention busin~. A large new ConventionCente
r hotel
(1,000 rooms}and a moderate-sizedVanityFair hotel (360
rooms)
could help fulfill the need in this market s€Ctor.

RETAILPOTENTIAL
The proposed Vanity Fair offers a unique opJX)rtunityfor Miami
Beach to create a dynamic mixed-use marketplace with
small
specialty shops for visitors to the District as well
as more
traditional retail uses for local residents. A well-planned
mix of
retaHand eating/drinkinguses and spa or heatth-related
activities
can benefit nelghooring retail establishments. A
large retaiV
restaurant attraction in Miami Beach is necessary as
a tourist
SEMI-TRANSIENTPOPULATION MARKET magnet if local efforts to encourage tourism are to succe
DEMAND POTENTIALS ed.
The semi-transient population in Miami Beach includes
vlsilors
who come for Jongstretches of the winter season but who HOTEL POTENTIAL Urban marketplaces. such as the proposed VanityFair.
do not The major demand for new and rehabilitated hotel rooms are being
maintain a permanentreSidence. They seek modest but and developedin once deterioratedcities and havebecomelively
com- entertainment, commercial arid service facilities in Miam new
fortable transient and service accommodations. This iBeach attractions, returning \/ltality as well as increased revenu
group is and ttie Art Deco District will come from increasing nurri:> esto the
consi~red in the estimates and projections of domestic ersof area. These urban marketplaces.(in Baltimore,Boston,Clevel
tourists. Internationaltourists and convention visitors. Domestic tourism and
is and elsewhere) reflect greatly altered economic and
A second group, wl'lOsenumbers are difficult to estimate, expected to remain at present levels for the next social
is the decade. climates. The trends to which these marketplaces respon
recent immigrants who reside for a time in Miami Beach Therefore, for analytical purposes, the domestk; marke ded
before t is could not have been predicted by past economicdemog
moving to other sections of the country. They are not genera assumed to be accommodated by existing hotel facilitie raphics.
lly a s. They become St1ccessfulbecause they have son1€thingspecia
major market force. l
to offer. ·
Internationaltourists and convention visitors to the Miami
Beach•
PERMANENT
RESIDENT
POPULATION Hollywood Beach corridor are expected to increa
se from Most new marketplaces have been developed
The permanent resident population of Miami Beach grew 1,066,000 visitors in 1978 to 2.463,000 visitors by 1985, in restored
at an and to bulldings, but Harborplace, on the Baltimore waterf
3,046,000 by 1990. This increase will generate a ront,
estimated rate of Justover one percent annuallyduring the demand for representsnewconstruction blendingwith the past. Harbo
1970's, 6,104,000additionalroom-nights above 1978 levels in the rplace,
Increasingfrom 87,072 in 1970to 96,500 by 1978. Thispopula Miami upon opening in July, 1980, became an instant succe
tion Beach-HollywoodBeach corridor by 19B5and 10,966,000 ss. The
consistsof a largepercentage of elderly. Former vacationers acldi· 200,000 square-foot restaurant/specialty boutique
who Uonalroom-nights above 1978 levels by 1990. These substa center
have moved to the area to spend retirement,seek good housin ntial attracted ten million people in the first two montnsof operat
g, increasesof 45 percent and 82 percent respectivelyin room- ion,
commercial, entertainment and service facilities. Based night Including many visitors from nearby states. After four month
on 1970 demand generate a need for 16,800additional competitive s of
U.S. Censusdata, 48.7 percentwere65yearsoroverin t970, hotel operation, average sales per square foot are well over
52.6 rooms in the beach corridor by 1985 and 30,000 additio $300.
percent In 1978and 54 percent projected by 1985. nal Restaurants and eating/drinking establlsh~nts are averag
competitive hotel rooms above 1978levels by 1990. ing
nearly $400 per square loot.
•
 I
Thepremises on which these successfulmarkelplacesare based Road Mall. Suggested uses might include: Deco applied arts
can be appliedto Miami Beach. Touristswho are without cars will stores, designerclothing and furniture, art galleries and studiOs,
demand retail entertainment and amusement facilities close• theme restaurants, restored theaters, period antiques and
at-hand. Vanity Fair could satisfy part of these expectations collectibles, a foreign language bookstore and newsstand,
by providing European-typepubs, bars and sid~~lk cafes, excel- international sidewalk cafes, money-changing and check-
lent restaurants. interesting shops and ·opponunitles for cashing facil~ies.
entertainment. '
New tourist-orientedretail, restaurant and entertainmentfacilities
YanityFair has the potential to spark the laggingretail and enter- should be considered at appropriate locations along Collins
tainment components of Miami Beach's economy. A major infu- .Awenuenear the Ocean Drive hotelsand near the Bass Museumin
sion of restaurants, eating and drinking establishments and proximity to tile larger Art Deco hotels.
specialty retailing is needed if Miami Beach is to attract an J
internationaltourist as well as conventionbusinesson a sustained Espanola way
offers a fine opportunity to develop a significant
basis. theme-oriented mixed use concept with retail, restaurant and
entertainment facilities at ground level and residential units
WashingtonAvenue serves a neighborhoodshoppingfunction. It located on upper levels.
contains a variety of small shops and food stores which cater
primarily to elderly permanent and semi-transientresidents of the RESIDENTIAL POTENTIAL
area.The retailing functionof WashingtonAvenueshouldcontinue Since 1970,populationand householdformations in Miami Beach
to be neighborhood-oriented. It should be closely related to haveincreased at a modestrate. The total number of households
residential rehabllltationand development. OpportunitieswiH,be in Miami Beach increased by less than 10,000 between
created for upgrading the physical appearance of the Atenue, 1970-1978. During that same time, about 6,200 residential
providinga balanced mix of retail ttses and introducing ~ew retaU
outlets. •~ I
"'
uncoln Road Mall once served as a major retail and specialty
shopping area catering both to local residentsand Miami Beach
visitors. With decreases in tourism over the last decade. Lincoln
Road Mall has been seriously eroded as a major retail center.
Numerous stores, includingSaks Fifth Avenue,closedand overall
sales volumes decreased. Some recent tenant changesand mer•
chandise improvementssuggestthat LincolnRoadMall can again
become a viable tourist-oriented shopping center. Given the
likelihoodof revitalizationof the largerArt Deco hotelsnearby,the
most important future market sources for Lincoln Road Mall are
convention delegatesand international tourists.

Nationally. convention delegates spendan averageof $40.24 in

non-hotel restaurants and $27.73 on retail purchases. English
visitors, for example. have approximaterya $64 duty free allow-
ance which is largely untapped by Miami Beach retailers al this
time. The abllltyto take advantageof this market is dependent on
concurrent hotel renovationand marketingin the northern end of
the District. Apparel, gitt and other shopper's goods stores.
upgraded entertainment and restaurant facilities would be
appropriate on the Mall.

Specific uses with high marketabilitycould relate to the Art Deco

and MediterraneanRevivalspirit of the District. Facilities should
carefully relate to proposals. discussed later in this report. to
develop an inlernallonal outdoor sculpturemuseumalong Lincoln Fresh air, exercise and socializing with neighbors and shopkeepers are all part of the daily shopping trips of residents.

20

building permits were Issued. New household formations were
accommodated by additk)nalunits constructed during the 1970's
and available vacant housing.
In 1978 and 1979,nearly 2,050 residential building permits were
Issued, a significant Increase over a similar period two years
earlier.Most permits issued were for condominiums.
Hlgn-rise condominiums are the current trend in Miami Beach
housing. Many condominium purchases are made by foreign
lnvest9rs, particularly Latin Americans.
The South Beach Redevelopment•Project, if developed as
planned,wlll attract many new residents to this area soulh of the
District and will focus additional attention on the District. In tum,
Front porches of hotels and apartments are- oppor~.me The Miami Beach Art Deco District is the only self-selected
places for visiting with neighbors. ." ' elderly•dominatedcommunity In the United States which has sus-
' tained itself for over fiftyyears. This fact makes it a social as well
as architectural treasure.
District residents are predominantly a retired Jewish population
who were the working men and women in the northeastern United
Statesin the decadesof 1920·1970. Throughtheir labor,they built
tt,e material culture on which we still thrive. Retiring to the
seashore was the dream which sustained them and refreshed
them in their annual pre-retirement visits. As tourists. they
originally built this District. Time marches on, and the retirement
-- ~-:--- dreamland has become somewhat less satisfactory in reality.
. ·---:......
~l>'-'·--- -----
.
--~
.....
---=--~·--• -
-----~-....,_- ... ...--.,,...
-----A
.....,.........----
Accurate information, selectively sensitive to the planning needs
of the District, Is currently not available.While an effort has been
made to interpret 1980 county estimates based largely on 1970
Censusprojections,the designatedArt Deco District is not clearly
distinguishablefrom South Beach in this data. Good smaU•scale
studies have been conducted of samples of elderly in the District.
and these have been Integrated with county and city reports as
well as those of prior oonstJltants.
Data from 1970 covering the Flamingo Neighborhood Strategy
Area, an area slightly larger than the District Indicates that 73
percent of the 39,000 population are elderly. More than 70
percent of these residentsearn less than 80 percent of the current
median Income of the overall Miami'area. Fifteen percent of the
fps of residents. The beach is an attraction to tourists and residents on any population are minority residents,and 80 percent live in rental
warm, sunny day. . housing.
I
gooeralupgrading of District hotels and retailing would increase
the attractiveness of South Beach to condominium buyers;
especially international Visitors familiar with the area through
vacation trips.
Populationand householdtrends indicate a need in the 1980'sfor
up to 1,500-1,600new units annually in Miami Beach. The most
loglcal marketplace for rehabilitated District housing would be
those segments of the existing and new population base who are
Art Deco devotees or whoseekquality housingin an environment
which provides shopping, entertainment and amenities within
close proximity. To attract this rna~et, a housing rehabilitation
program should strive to preserve the architectural fabric of the
residential neighborhoods,upgrade the physical appearance of
units, provide a better and broader unit mix and link the neighbor•
hoods with surrounding areas.
POPULATION
Most population estimates suggest a relative stability and conti·
nuity created by the majority of over-65 residentsbut there iS no
definitive data to confirm thal the high rate of ln-migratioo of the
1950-60 decade has continued.The forthcoming 1980Censuswlll
be the best source of data from which more specialized J'.)CfJUla-
tion studies can be conducted. This data will establish a new base
to develop strategies for housing and services which respond to
population trends.
General trends which seem 10 be continuing suggest the
following:
• An increased number of the elderly are widows and widowers
needing greater opportunities for reinforced social spaces.
• More of the elderly are older and frailer and require planned
supportive housing and services. It is estimatedthat 25 percent
of the elderty are over 80 years old.
• A significant group of older permanent residents has problems
in financial resources, brought about by fixed income and
inflation.
• There is an increasing population of Latin Americans of var'8d
ages and incomes, both permanent (ct.men! estimate-15
percent) and seasonal.
• In 1970, 27 percet1tof the District's population lived alone.Of
the elderly.however, perhaps up to 50 percent live alone. Living
alone is a deceptive category since small•scale settings offer
"\I

intimate communal support systems Wtlich compensate for
being alone. In addition,elderlyretireesap_pear
to know at least
one close acquaintance in the area of migration priOr to their
move.
While the District's permanent residentpopula.t'ionisclearlydomi·
nated by pecple over the age of sixty, this kind of skewed
population often encouragesa stereotype of frailty and passivity.
This stereotype is erroneous and a major barrier to optimistic
planning for the District. That this over-sixty poptilation ranges
widely in health, activity level and social engagement in unique
ways requiring documentation is apparent from systematic
observation and interviews. The District's elderly,as is typical of
all migrating retirees,tend to be self-selected for high initial levels
of tiealth, sociability and curiosity. The timid and really frail do not
move across country, as did most of these people. Mfgrating
retirees, according to gerontology research, generally have a
prior connection with place and people and thus a personal
investment i11their new home.
I
development of a strong corps of home aides and other service
supports. It is imperative for single and married elderly to remain
close to their friends and acquaintances,
Perhaps more revealing than statistical analyses of Censusdata
were interviews conducted with elderly residents and the expe-
riMce of shopping with residents on Washingtoo /wenue. The
interviews underline the community network which exists among
friends and neighborsas the heartbeat of the community.Sinceso
many people live alone, far from families.they depend oo the
social interaction and the looking•out-for-each-other attitude
'Mlich the District promotes. Small apartment buildings are
especially conducive to the comrrrunalsupportnetwork and the
modest number of units In the typfcal District apartment building
make it easy to know one's neighbors. Tlie proximity of units
promotes visits among neighbors. Front potches and patiOs
provide congregating space for residentsto interact, to enjoy the
outdoors and to participate In the street life. Many smaller
School children take f!eld trips to explore their environment.

Experts ingerontology view healthy human aging to be a prod1Jct

of a person's control over daily life and the resources a~ilable to
makecontrol possible. ~• ;

While ttle majority of elderly in the District were above povert

level in 1970,a 1978county survey of South Beach, including the
District. showed 74 percent of renters (all ages) had incomes
below the poverty level.Over two-thirds of permanent elderly in
the District arerenters.Affordablequalityhousingand health care
are the two primary resource needsof residents.Housingalterna•
tive shooId be broadened,upgradedand made more available for
elderly through the use of federalgrants. loansand rent subsidies.
As new tourists and residentsare attracted to the DIStrict.special
precaulions should be taken to assure t11atexisting residentsare
not forced out of the District by rising prices.

There is no clear picture of a system by which high quality health

care is d€1iveredin the District. Facilities and services appear
fragmentecl, overpriced, uncoordinated and inconslstemly
utilized. Th€ modern focus on health maintenance through pre-
vention of serious crises, of interest to the young and old alike, is
not now emphasized in District practices. Health care can be
promoted by locating facilities in readily accessible areas where
people live and shop. Health awareness can also be promoted
througn encouragement of commercial, health•orientedfacilities
such as exercise clinics, Juicebars and health-food restaurants.

Another major resourceby1M1ichagingresidentsmaintain contrOl

over daily life is people. While over half of residet1telderly live
alone, at least one-third probably still live with a spouse.Planning Walking or jogging along the beach can provide countless
to maintain ttie couple as health problems emerge involves the Residents relax in the sunshine at Lummus Park.
hours for recreation and enjoyment.

Tl
 apartment buildingsin the residentialblocks close to Washington
Avenueare ideally suited as housing for older residents.
The shopping trip routine emphasized several additional con-
cerns. During peak shopping hours, Washington Avenue is
crowded with people. $happing Is a social ev,~ntfor the elderly
when they meet old friendsor acquaintances.,$haded areas to sit
and chat with a friend out Of the main pedestrianflow are now
clearly absent but a necessary amenity.
It is important to retain the types of shops and services on
WashingtonAvenuethat the elderly needand not to replace them
with trendy shops where the elderly cannot afford to buy food.
clo1hing and services. Accessibility is another key point
concerning WashingtonAlenue. Most residents like to walk, and
this shoppingarea is oot far from where they live. But, laden down
with bags and bundles or tired out from doing their errands. a
shuttle service or tramline would be a great asset to the District's
>loretheir environment.
elderly residents. By making it easier to get arourtd, a tramline
would promote continued social interaction and accessibility to
commercial artd entertainment facilities to maintain the role of
elderly residents as an important part of the Miami Beach
community.
This population of older citizens has its own unused resource a
unique background of skills a11dtalents associated with N~w
York'sworld-renownedgarmentindustry.Crafts, such as sewing,
embroidery and tailoring, are arts which could be revived as
cottage Industries.The cottage lnduslrles could emphasize the
Deco t!'9"18 in fashion,art andhomefurnishings.Many residents
~ividly remembe_r the Deco years and could become directly
mvolved In a revival of these arts and_crafts. This would provide
activily for the District's residentsand foster socfal integration. As
well as reviving lost arts. It would provicte new leisure and
employment opportunlt~s which are part of "National Goals'· tor
.Asnericanelderly. The National Endowment for the Arts has
,
funded a feasibility study for a cottage industry plan.
Overgeneralizationdoes not help planning for aging people and,
by the same token, homogenizingthe varied Spanish speaking
groups in the-District will not contribute to successful planning.
The precise characteristics of Spanish speaking migrant and
immigrant families In the District over 1hepast decade will only
begin to emerge with the 1980Census.
This population, too, had a necessary vigor which propelled it to
thearea. Spanishspeakingfamilies,while contributing to the small
child population of the District. tend also to contain late middle-
aged and elderly members. To retain that intergenerationalliving
pattern and a stable corps to work In the new tourist industries,
larger dwelling units will need to be created.
Compatibility among ethnic groups and the elderly is not welf-
defined. Stereotypesof incompatibilityabound,but within someof
the ethnlcally•mlxedOcean Drive hotels, parallel behavbs were
obse1Yed. Manyof the middle-agedresklents are of similar socio-
economic backgrounds,which tends to minimize the potentialfor
friction. However,new demands will be made for better integra-
tionof the changing population in housing,commercial services,
recreation and cultural facilities and In virtually all aspects which
contribute to the unique resort character of the District. Enjoyable
ways to encourage more English usage by Hispanic ser\16e
providers need to be promoted. Multilingualcultural eventswould
offer a comfortable setting for Interaction and exchange.

Housing and service needsfor the Hispanic family populationare

both overlappingand distinguishablefrom those required by aging
groups. Some housing facilities are now totally inadequate,and
new forms which Unkfamilies to educatlorl8.Iand recreatiOna/
services need to be Integratedwith the revitalizationplan in order
for a heahhy, active community to enjoy the benefits of the
preservationand economic development.

A loog-term plan to support the independence as well as the

resource needs of older citi,ens and Hispanic families requiresa
continuous and careful monitoring of these populations as they
vary and change.

The District Plan cannot neglect the low scale and pedes1rian
characteristics of the physical environment which inltially invited
the migrants and has reinforced their informal life styles.

The challenge of the Plan Is to capitalize on the energies of each

existing resident populationgroup,to support the definable needs
of each group and to integrate the plans for physical improve-
mmus Park. Shops cater to the ethnic preferences of the District's Latin and Jewish populations . ments and new developmentwith the priority needs and special
talents of the varied residential populations.

23

CURRENT DEVELOPMENT PROPOSALS
Miami Beach is a dynamicarea, and tha Oistr!ctfs an integralpart
of these dynamics. Many studies have been ·done, both in and
around the District , and many fmPortant proposals have been
generated.Escalatinglandvalues, speculationand an expanding
economic market contribute to a growth-oriented environment
throughout DadeCounty. Miami Beach has many current devel-
opment proposals,some of which will directly affect and Impact
the District.
The Preservation and DevelopmentPlan of this study recognizes
that developmentwill continueto Increasewithin the District. This
study also recognizes that develOpmeot.If compatible and well-
designed, can be tile catalyst for implementingthe Plan and for
preserving and enhancingall the aspects of the District. It also
recognizestha1incompatibleor IntrusiveInfluencescan substan-
tially compromiseits cohesiveness. The followingis a synopsisof
these current proposals. ~
SouthShoreRedevelopment,
one of the most dram!tic delfel-
. ocean and extend the depth of the beach to counteract the
opmentprojects Inthe nation,Immediatelyabuts the District at Stll-
Street. This project pro!X)Ses4,350 luxury hotel rooms, 3,300
housing units, approximately 500,000 square feet of retail,
ente~ainment space and 750 marina berths. This plan would
redevelop the entire area south of 6th Street and replace the
existing grid street layoutwith extensivela.goonsand curvilinear
developmentsites.
Implementationof the South Shore Planwill generateand attract
major economic activityto the generalarea includingthe District.
More people, more tourists and increased buying power will
create significantjob opportunities and business activities within
the District. Developmentpressurefor high-densityhousingin the
District will also increase, as will the need for elderly housing.
WashingtonAvenueRe~ltallzatlonis already underway with
the City of Miami Beach funding major streetscape lrrprove-
ments. Two blocks of lmprovemen1sare the initial phase of a
comprehensive long-range program. Metro-Dade County has
establishedand funded a Commercial RehabilitationProgramto
assist property owners in the Washington Avenue area The
improvedstreetscapeand upgradingof propertiesconsistentwtth
quality design guidelines will ha\'9 a refreshing impact on this
Important but depressedcommercial street.
LlncolnRoadMall and conventioncenter have recently been
analyzedby the City and Its consultants. The program proposes
24
I
CHANGING PATTE~NS
the addition of significant retail. entertainmentand office space,
an 800 -1,000 room convention center hotel, a trade mart, an
e><pandedand improved Convention Center and 950 units of
market-rate housing to the Lincoln Road Mall and C.OOvention
Center.The revitalizationeffort must infusesubstantialnew vitality
to attract new residents, international tourists and convention
guests while confOfming to the objectives for the District.
16thS1feetExtensionhas recently been adopted by the City.
Plansare to extend 16th Street from WashingtonAvenuethrough
to CollinsAvenue.
FlamingoParkis proposed for upgradingand improvementas
the major active and passive open space In the Interior of the
District.The City has a plan to expandthe site and upgradepubr.c
improvements and landscapingof the park.
Beachfront Renourishmentis a program developed by the
United States Army Corps of Engineersto reclaim sand from the
gradual erosionof the barrier island. Theobjective is to extendthe
Hotels, housing and retail areas In the South Shore
Redevelopment will be connected by a network of canals.
beach an addltlooal 300 feet in depth.
LinearBeachfrontParkproposesthe constructionof an 1Hoot
high dune with a beachfrontpark,vegetation and scatteredplazas
to act as a pedestrian connector, hurricane dune and beach
amenity. It iscurrentlyprogrammedto run from 21st Streetto46th
Street, but its extensionto Lummus Parkhas been proPosed.
Hotel Rehabllltatlons are acceleratingIn the OceanDrive/lower
ColllnsAvenuearea. Developersare undertakingseveralprojects
including conversion to subsidized elderly housing, condomin-
iums and renovations for improved hotel use. These various
effons need to be COOfdinatedwithin an overall revitalization
framework. Sensitiverenabmtationstandardsas sugges1edby the
Design Guidelines presented In this report, and techniques
proposed by this study's Preservation Ordinance should be
employed to respect the Integrityof the Oislricl.
CURRENT TRENDS
Miami Beach is a community that is subject to continual cllange.
This presents both challengesanclopportunities to preserve the
architectural and historic integrity of the district. Many of these
trends are a study In contrasts:the desire to preservethe past yet
encourage new develcpment; the populationmix of elderly and
young ethnic famllies:the juxtapositionof a strong permanentand New sidewalks, plantings and mini -parks to beautify
transient population; and the powerful history and promising Washington Avenue are under construction.
 I
future of the District. To influence and guide these dynamic
contrasts requires knowledge and understanding of current
trends which affect the District.

A significant trend is the growing awarenessand appreciation for

eclectic art forms that have been prevalent in recent decades.

Interest in the Art Deco style Ispervasivenot only in the regionbut

! throughout the United States. Miami Beach and the District in

partleular are continually being recognized as the most unique
concentration of Aft Deco structures and style in the world .

People everywhere are becoming enthusiasts. The ideas on

which Art Deco style Is founded are enjoying recognition and
renaissanceas an important element of the past, of the present
and of the lutun~.

Another significant trend fs a national growing Interest n the

heritage of our communities, our environment and our family
roots.Ail important aspect is the heritageof our built environment
and how a place developedand achieveditstime present. Under-
In the South Shore Improvements to Flamingo Park are proposed in'1he City's standing and preserving our architectural heritage can be the
The City is seeking a developer to renovate the Old City Hall. foundationof urban revitalizationand an improvedqualltyof life for
, a network of canals. masterplal'.1. . ., t,
our citizens. The Miami Beach Ari Deco District is a spacial place.

By recognizing, by understanding a11dby utilizing its resources,

the District can become a national modelof community revitaliza·
lion through the Preservationand DevelopmentPlan.

The District is also subject to rapidly Increasing.land values.With

essentially no unimproved plats available. the fear of a deteri-
orating market and the previous negative image associated with
the once unappreciated Deco buildings, pressure upon ()l.,'Jl')ers
and developers results in demolition and development of more
intensive uses. The trend is to replace existing buildings with
condominium apartments for middle and upper Income retirees
and foreign investors.With this come lost opportunitiesin tourism,
fewer rental units and a diminished housing supply for the less
affluent elderly population.The ultimateoutcome of this trend is a
sterile uniformity in the socio-economic structure of the
population and a city void of human scale and its rich and varied
urban fabric. With indiscriminate demolition of significant
structures and replacement by unsympatheticand Incompatible
new buildings and uses, the integrity of the District will be
destroyed.

Theseare the major current trends, and the energyfrom them can
be focused to result in a community of Time Past, Time Present
,Int-parks to beautify and Time Future. Toharmonizeand direct these trends and orient·
ruction. them for the benefit of the community are the challenge and
opportunity of this Plan.
 j.'

ASSETS AND LIABILITIES

As a resort and year •round community, the Art Deco District facesan array of challenges lo improve
1hequal ity of life and appealoHhe Distr ict for both residents and tourists . The evaluation of existing 8 I
conditions, currentdevelopmentproposals and current trends identified specific assets and liabilities
the District and was an integralcomponent in the preliminary review process of this study. Categorized
in +
by area, the list is not intended to be an out line of what is inalterably " good" or " bad" aboul the District.
It is, moreover,a frameworkfor establish ing the fundamental opportunit ies on which the Preservatio
n (:>.
and Deve1opment Plan is based . \ S C
AS.SETS LIABIUl lES e
GENERALIMAGE
• Scenic environment • Negative image due to
• Pleasant climate building deterioration
• Art Deco theme • Lack of positive attitude
potential towards elderly
SOUTH SHOREREDEVELOPMENT
• Increased tourist • Competingcommercial
volumes area
Architectural tours are given by • Increased facilltles, • Free•form layout and scale
MDPL housing and commerce contrasts with District
• Demand for relocating
residents to District
• Demand fer nearby
employee hous ing
RESIDENTIALAREA
• Architectural quality • Deve opment pressures for
• Coherent streetscapes demoHtlon and new high
Publicenthusiasm Is growing . • Compatible population rise hoLJsing
• Pedestrian orientation • Lack of housing subsidies
• Intrusive buildings and
excessive densities pos-
sible under present zoning
ESPANOLAWAY
• oncentrated Mediter- • Vacant build ings
ranean Revival style • Deterio rated appearance
buildings • Absenceof focused
• Intimate scale activities A. T LA
• Tourist theme potential NT IC
• Current rehabllltation
WASHINGTONAVENUE
• Pedestrian scale and • Incoherent storef ront
activity rhythm
• Commercial concen • • Parking shortage
tration • Underutilized major
• Building rehabilitation structu res
Oceanfront swimming sun- potential
bathingare Ideal. • Public improvements
..
26
 I

B A '(
ASSITT LIABILITIES
I 'UN~QLN ROAD MALL_
• Quality architectural • limited retail selection
character • Unsympathetic storefront
• Art 0Elcotheme alterations
potential • Lengthof Mall
• Hotets and convention • Lack of shade trees
center proximity • Decline In retail actiVlty
• Sufficient parking
CONVENTION CENTER
• City's largest conven- • Hotel room, restaurant and
tion capacity _ entertainment shortage in
• Adequate parking immediate vicinity
facilities • Competitionfrom large Oemolltion of significant buildings
• Tourist market for near- hotels with In-housecon- persists.
by hotels and retailers vention facilities outside
District
• No connectionw!tt1tourist
themes or ocean
SMALLHOTELS
• Archi tectura l quality • Potential conflict between
• Cohesive streetscape elderly services and
• High real estate values tourism
• Proximity to Lummus • Obsolete hotel rooms
Perk • Lack of hotel services
• Elderly services • Development pressures
provided for housing conversions
• Tourist hotel potential • Development pressures
for new condominiums

Shade trees are needed on major

Ar
L. A N ...
, I C
DISTRICE.NT
T AANCES
• Thematic gateway
potential at southern
edge
• Potential lntermodal
terminal location
• Nightclub/entertain -
ment center potential
as ·northern gateway
so ete hote rooms streets.
• Lack of hotel services and
support facilities
• Development pressure for
oeachfront condominiums
• Weakvisual definition of
District boundaries
_,.,....., ~~., ,.,._;,'--"'v-~ ..., Yr •!;;;•• ::~=
~,.;L&;-....-1
r
Newbulldings are out of scale with
their neighbors.

27
'"\
\ '
\ \
"·
\ _.......-_;;.
 T I M E
THE
The Miami Beach Art Deco District of the future will recapture
the
spiritand fantasy of its youth.It will become a dynamic placeto
ltve
and ~it; a place wnich wlUbe much more than the sum of its land-
mark buildings. Beckoning visitors to discover each of its specia
l blankets, This Latin bazaar will be a lively place Wherethe visitor
areas,the District will providea vital mix of useswhich togethe
r will
create a major national and international attraction unparalleled
in the quallty and diversity of experience. Unlike the single-
destination re~rt. the Art Deco District will boast a multiplicity
opportunities ranging from historic walking tours tl)rough Deco
of
and Mediterranean Revival residentfal streetscapes to luxury
resort hotels overlooking the Park and the ocean. Miami Beach'
s engines.Sippingpina coladas under the palms, tourists will watch
Art Deco District will be an exotic environment to travel through
, the passing parade of Givenchy, St. Laurent and Gucci fashions.
explore and enjoy.
The discovery ol the District will begin at Its entry points where
flags,fountains,palms andneonwill celebrateArt Decointhis tropi-
cal environment. Most new arrivals will first glimpse the District
at
5th Street Wherea visitors center located across the street from
the South Shorewater taxi dock will welcome tourists. Trams will
carry visitors to streamlined hotels along the Ocean Drive prom-
~made.by the banyans and tall palms of Lummus Park and
the
white sands of the beach.Ocean Drivewill be the focal point of
the
District. Like the French Riviera, the District's blue ocear,-
front
and hotel·e~ed promenade will attract residents and tourists
to
sidewalk cafes, evening concerts in the Park and the consta
nt
parade of bathers to the beach. Tree-shaded pink walks will
lead
visitors to the spas a11djuice bars on Collins Avenue. They
will
wander further to share the bakeries and fruit shops of washin
g-
ton Avenue, commingling with residents in this fantasy
-like
environment.
Tourists will delight in strolling through block after block of tree-
lined residential streets where they may observe and enjoy
the
----·
--- .- ~/"
,,, spirit of the District. Chlldrenwill be playlr,g and old women will
kibbitzingon Shadedyards In front of pink and mauve and salmon
be
-
trimmed apartment bUildlngs. airome, glass block and Carrara
,,,re ··" ......
glass will glisten around entryways capped with rocketship finials.
Wrought iron. etched glass and stucco reliefs wiH continu
e to
entice them with scenes of palms and pelicans.
F u T u R E
NEW DISTRICT IM AGE
The sounds of organ grinders, parrots and outdoor musicians
will
altract District visitors to the nostalgia of Espanola Way, where
vendors will sell tropical fruits and fish, hand-woven baskets
and
can either play an active part in the sidewalk entertainment or
sit
back, taking pleasure in just observing the commotion.
On LincolnRoad,shopperswmperuse exclusive lxlutiques behind
elegant CUNed glass storefronts and enjoy Nadelman white
marble and Lachaise bronze scufptures and Dreyfus steam
At the Bass Museum, the art of Florida's past and glimpses of
its
future will enhance the understandingof the Dislrict. Around
the
museum, seasonal Art Deco hotels will become new homes
for
artists, writers and the' 'bOhemian''crowd of the Beach.The
neon
signs of the night clubs alOngCollins .6w'enuin
e this area will draw
an audience to the wails of clarinets and saxaphones.
The laser lights on th€ gleaming sculpture of Vanity Fair
will
announce the District to the City and the region. International
cares and restaurants, Art Deco galleries, Industrial design
dis-
plays, jazz clubs and a transit center will be constructed around
a
lavish water garden. Deco buffs can study the Art Deco gems
set
off by landscaped courts and the avant-garde design of
this new
complex. Tiley can relax in an atrium restaurant as they watch
the
jet setters arriving at 1he restored Ari Deco hotels across Collins
Avenueand admire sunset falling over the fish piers jutting into
the
ocean a block away.
All of these experienceswill create a multifaceted District. encour
-
aging tourists and residents to actively pursue a wide range
opportunities. This approach has created a resurgence in urban
tourism and convention businessincities with attractive multi-u
of
se
historic and cultural districts. New Orleans, with Its signific
ant
growth in tourism aod conventions, retlesnoton one destina
tion
attractiOnbut on many areas which together provide a stimula
ting
array of experiences. Visitorsenjoy ouiet walks as well as the busv
,o
marketplace In the French Quarter.Jazzconcerts at Preservation
Hall, new cuis ines to sa"l)le at specialty restaurant s and cultural
events in the JacksonSquare museum area. Revitalized cities
such as Boston, Baltimore, Savannah and ~eattle have also
shown that active commercial centers , waterfronts, historic
districts and outdoor pedestrian amenities draw and hold resi-
dents and tourists by creatinga critical mass of activity focused
around the city's unique assets.
PRESERVATION AND
INTRODUC T ION
. ~
The Preservation and Development Plan for the Miami Beach Art
Deco District capitalizesonthe area's outstandingpotentfalthrough
preservationand adaptive use of the Art Deco and Med!terrarff?~n
Revival architecture. Simultaneoosly, i1proposescompatible nef/
developmentconstructedwithin the designguidelinesestablished
by this study. A proposedPreservation Ordinance would ensure
that new and renovated strt1ctureswouk1cofrl)lement and sup-
port the existingarchitectural and land use fabric of the District.
New housing, retail and commercial centers are keycomponents
in a revitalizationstrategy which combines private development
and extensive public improvements. New parking areas, pedes·
trian plazas, malls and gateways, an improved oceanfront pa~,
paving, trees and street lights are the basis of and reflect the spirit
of the District in their design and use of materials. A n,m public
transportation system consisting or an open-ai r tramline will
support the pedestrian-oriented environment. The Plan will
reverse the poor image of the District by drawing new tourists to
the area, creating new employment opportunit ies, increasing
sales and profits. providing a more attractive environment.
upgrading housingand Improving the qua lity of life for Distric t
residenis.
The princ~I implementationstrategy of the Plan is to recreate a
critical mass ol tourist hotels and commercial tourist attractions,
while improving housing and commercial facill ies for current
residents . Structures that are underutilized will be recycled to
30
The Miami Beac h Art Deco District has the potential to accomplish
what these cities have already demoostrated. Climate. setting,
history. c:tenslty,scale.design and peoplecomprise an unmatched
opportunity. To create this environment, planningefforts will build
on the strengths of the District. The Preservation and Develop-
ment Plan for the Art Deco District attracts attention to it, rein·
forces its built fabric, revitalizesits public places, supports its pop-
ulation.strengthensits economyandpolishesIts image.
DEVELOPMENT PLAN
provide attractive, dynamic spaces for hotels, housing and
commerc ial usesand newconstruction is programmedon vacant
or underutilized lots_
A majornew commercial hotel andoffice comple x is proposedas
the attraction which camects all of Ille commercial and hotel
areas. This mixed use urban marketplace described as "Vanity
Fair" will be a major destination for visitors to the District.
Devetopnent on this parcel will provide highly modem facilities
needed to support co nventioos. commerce and tourism in the
District. In addition,it will ger1erate jobs and income for a healthier
local economy.
The Planis presentedasaseriesof elementswhich respondto the
specia l needs and opportunitiesidentified for each area. Propos·
als are supportedby reuse studiesof residential.cooimercial and
hotel prototypes , and developmentopportunities for both preser-
vation and new construction have been Identified.
PROTOTYPICALREUSESTUDIES
To demonstrate that sensitive preservation and adaptive use of
the historic boilding stock could be accomplished for a profit was
the primary task. Thecurrent trend of property salesfor demolition
and the subsequent developmentof intrusive new structures is
rapidly destroyng the Dist rict's Integrity and must be halted. The
prototypical studies demonstratethat reuse Is a viableand profit·
able alternative. Many buildings were considered, and the four
 .
. . ···•·
,
~
.. -:...,,,,_.

which were selected are typic al In size, plan and condition to the
majority of buildingswhich require similar types of upgrading.

On Ocean Drive, the waves Hotel is a prototype for upgrading

sman hoteJsas tourist hotels. In the residentialneighborhood.the
Habana Hotel and Meridian/10th Stroot· apartments were
evaluated for family. elderly and congregate housing·options.
Rolin's Restaurant was selected as a commercial prototype,
reflecting the physical improvements and mari<etingapproach
neededfor many of the buildingsalongWsshingtonAvenue.

Buildingswere measured,plans drawn, outlinespecificationspre-

pared and construction cost estimates and pro forma balance
statements developedfor each buUdingto assess the econcroic
feasibilityof renovationand improvements. These resultsindicate
that reuse of these hlstOfic structures can yield a reasonable
retum to owners while preserving Important aspects of the
District's architectural integrity.
DEVELOPMENT
SITES
Recognizing the continued pressure for new development, the
study also identifiedthirty Potentialdevelopmentsites that would
be appropriatefor rehabilitation, new construction or a comblna·
tlon ot both. These sites incltJde:vacant lots, par1df)glots, under-
utilized or vacant buildings, single-story lnsigntficant buildings.
seasonalhotelsandsites 0< buildingsinvolvinglittleor no displace-
ment. The sites are predominantly clustered between Ocean
Drive and WashingtonAvenue and In the area surrounding the
BassMuseumand PublicLibrary.Alreadysubject to development
pressures,newdevelopmenton some sites is likelyto occur In the
near future. Each site was analyzed to allow optimum
developmentconsistentwith the massing, scale anddeosityof the
surrounding area. By applying appropriate controls, compatible
and well-designed projects may be encouraged. This concept
strengthens and preserves the architectural integrity of the
District while permltting appropriate developmentand growth.

ELEMENT
S OF THEPLAN
The plan Is a hlghly Integrated and coordinated program which
capitalizes on the unique potential of the following five essential
elements: OceanDrive, Collins Avenueand Washington.Awen ue;
the residential neigiborhood; theme malls at Lincoln Road Mau
and Espanolaway. the museum area; the Upper Collins Avenue
'·:· ~ .. hotels and Vanity Fair. The discussion which foffows presents
ercial mall for tourist _retail market spoolflc proposals for each of lhese elementsanddemonstrates
ront rehabil,ution program their mutuallysupportivenature.
ldings to ntract new users
induru,al design museum

g l O other pans of OiStrict


OCEAN DRIVE-COLLINS AVENUE-WASHINGTON
Many of the seasonal hotels ranging in size from 30 to 70 rooms
are located on Ocean Drive and lower Collins Arenue. In recent
years, retired residents haveoccupied these hotels.Washington
Avenue contains the major shopping and services for District
residents. This area will be transformed into an Art Deco and
Mediterranean Revivaltheme resort which captures all the spirit
and glamour of early Miami Beach.
At Fifth Street, a "Gateway to the District" will be the arrival point
for tourists approaching from the South Shore Redevelopment
Area and from Miami via the MacArthur Causeway. It will be
across the street from the water taxi service proposedin the South
Shore Development.The Gatewaywillfeature a visitor orientation
center and a parkinggarageand includea terminal where tourists
will board a new tramline to travel throughout the District.
The tram line is a major elementof the plan; it stengthensand rein·
forces the ped8Strian-oriented environment without incon-
veniencing tourists who need mobility. lt will connect differefit
.areasof the District so they are all readilyaccessible and will slop
at major shopping and activity centers. The-tramline wi1Ihave'a.
streamlined design,open to the air and will be a convenient,quickv
and scenic approach to transportation in keeping with the
progressivespirit of the District.The routesystem ultimatelydevel·
oped will either be a sirigle circular route around the District or it
will begin as shorter routes and later expand to include additional
sections.
I
.,_
AVENUE
Public improvementsin the Gateway/OceanDrive area will estab·
lish a theme for the District. Custom-designed Sa.tum lighting
fixtures. paving patterns, street furniture and bollards wlll express
the-flavor of the area in their design, as well as ttie use of period
J
materials, neon, aluminum and chrome.
Ocean Drive will serve as the center oftt,e Deco theme. The area
will become the focal point of the District with busy sidewalk cafes.
lush tropical plantings,a widened beach and sophisticatedhotels
an frequented by a diversified clientele. The small seasonal
hotels on Ocean Drive will be upgradedas quality tourist facilities.
Hotel rooms will be enlarged or modernized to meet
contemporary tourist standards. First floor spaces will be
transformed to more active tourist-oriented services such-as
restauran!sand cafes. These restaurantswill cater10 hotel guests
as well as tourists staying throughoutthe District who wish to be a
part of the area's daytime and nighttime vitality. The width of the
drive wilt be reduced to eliminate through lraffic, to create a
pedestrian orientation and to al'°w for the new tram line which will
run along Ocean Drive with frequent stops at major hotels and
activity centers. Widened sidewalksand lush new planting willHnk
the hotels and Lummus Park clOsertogether and will create a
spectacular environment for the areas activities. Cales will
expand onto the sidewalk, andrefreshment stands wiHencourage
a lively atmosphereon the streetscape. Public improvementswill
play on Deco motifs. creating an appropriate setting for the
restored Deco building facades. Ocean Drive will serve as a
The proposed Visitor's Center and 5th Street entry.

Aertal sketch of the Visitor's Center.
Aerial view of the deteriorated entry area as It looks today.
•
promenadefor touriststo strollalong, enjoyingthe scenic view and
the constantactivity in the area.
Lummus Park will be upgraded with new landscape and site
improvementsto recreateits former atmosphereasa tropical par-
adise. Shadetrees and other public improvementson the east·
, wast streets will transform these connector streets in1oattractive
pedestrianwaysbetweenthe residentialarea and the oceanfront.
Groundlevelcommercialactivity and cafes will be encouragedto
emphasizepedestrianinteraction.
Reh~bilitationof Ocean Drive's seasonal hotels can be accom
plistiedthroughseveralapproaches. Thewaves Hotelwas selected
as a prototypefor study since it is similar in size and plan to many
other hotels. This Mediterranean Revival hotel has fifty small
A major entry point at 5th Street will announce the District to
visitors arriving from the McArthur Causeway and Souih
Shore Redevelopment Fountains, flags and Deco-Inspired
neon sculpture will identify the new Visitors' Center, sur-
munded by lush tropical greenery. Visitors will park their
cars, tour the Visitor's Center and relax at outdoor cafes.
From this access point, they can board the open-air tram and
head Into the district.
The 5th Street Visitor's Center will serveas a visual gateway
to the District. Major pt1blic improvements are proposed,
Including outdOO( plazas and sitting areas. The Visitor's
Center and parking structure are contemporary elements
which complement the existing Ocean Drive area.
There is a strong rhythmic balance to the Ocean Drive hotels .
,
rooms. Two alternate plans were drawn for the hotel. In the first,
SchemeA. the numberand sizeof hotelrooms remains constant,
and a major refurbishing ol the interior is aimed at the economy-
minded Europeantourist market. Ground floor spaces are con-
verted to restaurantand hotel services. Restaurantsspill out Ol)tO
Ocean Drive and 11thStreetwfth outdoor cafes.
Scheme B involvesa contemporaryaddition in place of the adja-
cent 1950'sWavesApartments. In this scheme, 112luxury rooms
will be created by enlargingthe existing rooms and adding new
ones in the addition. Theproposalhas a rectangular bufldingplan
with a central landscaped courtyard. The ground floor of the
Waveswill again contain restaurantsand hotelservices.At,a large
facility. addiliooal hotel services can be supported. EncloSed
parkingwill also be provided on part of the site where a parking lot
~ I
Open-air cafes will line the sidewalks of the revitalized
Ocean Drive hotels,
There will be an open•airtram similar to the Washington, D.C.
system .
1.i
 currently exists. The design of the new addition Is compatible in
materials.scale and massingwtth i1sneighborsand adds a fresh
new element to the streetscape.
CollinsAvenuewill continuethe theme of the origirial Miami Beach
flavor. Hotels will be upgraded to offer services to tourists. First
floor uses will focus on tropical healthspas,juice bars, health food
restaurants. and dance and exercise studios for the fitness·
mindedtourist. Ui)Perstories of the seasonalhotelsmay be reno-
vated for elderly housing or as year-round hotels. It may be
possibleto interconnectstructures in order to shareelevators and
access ~terns .
;
Collins A)Jenuebetween 11th and 12th Streets is identified as a
potential developmentsitethat is appropriatefor rehabilitationand
, Thearchitecturalpossibilitiesfor the Wavesareexciting.and its
Thevacantupperofficefloor of the KressBuildingts a prime
developmentsite for reuseas a cottage Industrycenter and
art gallery.The KressBu!ldlngalso containsthe vacantCin•
ema Theater,whichhas one of 1hebest-preserved Art Deco
InteriorsintheDistrict.Renovationof the theaterwilI beginto
providemuch-needednight-timeactivityin the area
The Waves Hotel and adjacent WavesApartments.
34
TheWavesHotelhasbeenanalyzedasa prototypelorthemany
smallerhotelsin th€ District.The existing50-roornhotel.located
on thecorr.erofOceanDriveard 11thStreet is ;:i Mediterranean-
revivalbuilding in struc1urallysound coridition. Maintenance
and modernizationare needed to bring it in line with today's
touriststandards.Twoschemeslor renovatingthe Waveswe,e
developed for arc:llitecturaland economic leasibilityanalysis.
SchemeA providesa moderateapproachto upgradingtheex-
isting building and addin;;ia cale and reslaurant.Scheme B
takes a more extensiveapproach to renovatingthe exisiting
building anci evaluatesthe feasib:lityof constructinga major
reN addi:Ion.
financialpictureisalsobrighl.The pro tormasarebasedon con-
struclion costs estimatedfui w.ch scheme. The resultsof the
analysisshould encourage many hotel owners to renovat€.
SchemeA would providea 25.9 per cent returnon equityand
Scheme B, a 29.2 per cent return.Syndicationo1accelerated
depreciationunder the plovisionsof the Tax ReformAct for
historic renovationswould yield additi01al revenuesto make
either:;chemea most attractivepro/ect.

asa prototypeforthemany
ting50 -rocrnhotel.located
h Street.,
isa Med~erranean
id condition. Maintenance
)(ing it in line with todays
renovating the Waveswere
Jl"lDmic feasibilityanalysis.
,roachto upgradingtheex-
3nd restaurant.Scheme 8
to renovating the exisiting
ty of constructinga major
'f
waves are exciting, and its
o forrnasarebased on con-
,eheme . The resultsof the
hotel owne<Sto renovate.
r cent returnon equityand
~dication of accelerated
of the Tax RefofmAct for
dilionat revenuesto make
eel .
Naves Apartments.
I
r---- Scheme A. Renovationot Scheme B. Renovationof The addition would be con-
the existingWavesHotel woo the existingwaves Hoteland structed on the adjacent site
1 developed as a model for
constructiw ot a major addi- of the wavesApartmentsand
I small Ocean Drive tlOtels tion would make the Waves over lhe adjacent municipal
which do not have room for
I • expansion.Wallsand ceilings
cornpetiIivewiih new hotels. parking lot. The addition
The50 existingroomswould would be in the shape ol a
I would be painted, floors re- be reduced to 33 renovated horseshoe,connected to the
carpeted. new bathrooms
installedand balconiesadd-
ed. On the ground level, a
new I restaurant and cafc
would provide rood seNices
rooms, while the addition
wouldincreasethetotalto 110
standardrooms.
existinghotel. The enclosed
space in the centerwould be
ror swimmingand sunbathing
10<guests and the public.
Al!h:)ugh sizes ot the 50
rooms in this scheme would
be somewhat srna!ler 1han
-newh0!€1S,this facility would
appeal to economy,minded
Europeantourists.
SchemeA • Upper-Floor S<;hemeB - SectionthroughCourtyard
SchemeB • GroundFloor SchemeB • UpperFloors
35
 /
;,--· ---
I

•
~
✓
- ..: . :·;··~_.~
." .·. ..

:ry~ •.· . .::·

·:

The Tudor, Palmer and Kent Hotels on Collins Avenue are

under•utllizedseasonal hotels which could be packagedwith
the vacant lot next to the Kent as an excellent development
opportunity. Renovation of these three hotels and construe•
tlon of a new bulldfng on the vacant lot wlll create 150units of
housing on upper levels and 16,000square feet of ground
floor commercial space .

As shown In the sketch at right; ground floor uses are In•

tended for health spas, Juice bars and other fl~ness•related
uses. Outdoor cafes and restaurants are encouraged to
enliven the pedestrian experience in the area.

Another potential developmentsite on ColIins Avenueis com-

prised of the Tiffany Hotel, an adjacent vacant site and
expendable building. By renovating this underutlllzed sea·
sonal hotel and constructing an additiOfl on the adjacent site,
a developer can put together a package for 8,500 square feet
of commercial :;.paceon the ground tevel and 79 efficiency
and one-bedroom apartments .
C
36
 'ROl.lN'SRESTAURANT
,
PROFllE new construction. It contains thr~ seasonal hotels, the
Tudor,
Palmer and Kent and two vacant lots. One approach is
Rolin's Restaurantis a proto- to Inter-
connect the three hotels at upper levels with a new compa
type lor small commercial tible
structure on ttle vacant lots.Thestreetlevelscouldaccom
buildings. The analysisillus- modate
restaurants and health-orientedcommercial uses which
trateshowan ownercould ren- would
support the hotel-tourist theme of Ocean Drive. Housin
ovate th€ exterio,r upgrade gon the
upperfloors would expandthe number of availableunitswitho
the air conditioning wstem ut
and renovatetenantspace. causing displacement.

The exterior 1re.atmen1is
designed to emphasize the
original Art Deco features
Unsympatheticmodifications
would be removed. Appropri-
Existing View ale replacement st0<elronts.
signage and windowswould
be installed The pro forma
analysisindicatesthatfeasibil-
ity can be achieved wilh
CDBG rehabilitation grants
I' and benefitSfromaccelerated
--··-·•-· depreciation under the his-
· -· · -••--- ---·- ·· --··' / #
Ground Floor PL.an -~ toric provisions or the Tax
RefcrmAct.
Other opportunitiesexist in \his area to use vacant sitesfor
attrac-
tively landscaped parking or to ·extend the gardens adjace
nt to
existinghousing.Rooftopsmightalso be usedas gardens
and out-
door spaces.
The Cinema Theater Buildingwill be a focal point on
Vvashington
Avenue with Its renovated theater, retail uses and an
outdoor
rooftop restaurant.Allalonglhe avenue,small shop.swillcontin
to sellethnicfoodsand providecommunityservices,accen ue
tuating
the rich composition of the Oistrict's residents. Public Improv
e-
ments for 'WashingtonAlenue have already been design
ed and
are now under coostruction on several blocks. Facad
eguidelines
have -b~n prepared and will provide direction for
awroprlate
renovations and slgnage. These established guidelines
can be
integrated with the overall guidelinesincluded in this Plan.

A typical renovation appropriate to washlngton .twenue's

and unique ethnic character Is the protypefor Rolin'sResta
scale
urant.
The re~ovated fa~ade of the Deco building reflects
the original
ith Street entry. proportions of sohd windowsand doors. Minor Interior
iITl)l'OVe--
ments are needed. New uses could includea restaurant,
offices

mom
and storefronts. The upper story would remain in reside
ntialuse.

RenovatedFacade
Public Improvements along Washington Avenue and
a new
complement of shops and services wlllenhance the
area

')"7

The residential area west of Washington.Awenue extends from 5th
Streetnorth to LincolnRoad. It also includesFlamingoPark and Is
the largest sub-areain the District.
Rehabilitationof existing bulldlngs and upgrading of the street·
scapes are the key elementsfor this area.
The Habana Hotel and Meridianf1othStreet apartments were
selected as prototypes to illustrate the variety of opportunitie s
availablefor upgradingand renovatingthesebuildings.The major-
ity of building.envelopes throughoot the residential area are
approximatelythe same size and havesimilar plan configurations
in responseto the original planning of the District Consequently,
roost of the buildings are conducive to similar rehabilitatbn
schemes.
' Rehabilitation of the Habana Hotel, a courtyard building in poor
condition.is presented in two alternate schemes. Both schemes
include new mechanical systems, finishes. winoows and roof.
SchemeA convens the Habana Hotel to congregateelderlyhods-
ing. Here, the central corricbrs and manyof the existIn(!wallsace
preserved.The hotel rooms are enlargedto efficiency~d o,fe-_
bedroomunits,and someof the existingunitsfacingonto the court..-
yard are eliminated to provide indoor and outdoor space for
congregatedining and social activities.
Aerialviewof a resldentlal block shows the uniform buildlng
size, dense tex..tureand consistent frontage lines.
RESIDENTIAL AREA
Scheme B is a complete rehabilitationwhich calls for removal of
nearly all interiorwalls. The corridor Is moved to the Inside edge
of lhe building to create two and three- bedroomunitsfor retired
couples or family tenants.Toe corridor would open onto the court-
yard at all levels, to allow cross-ventilationthrough the units.
Two alternate schemes are also possible for the Meridian/10th
Street apartment building.Thebuilding is in relalively good con-
ditionso that mostof the existingstructure can be retained.It does
need a new plumbingsystem,but the exterior requireslittle more
than a fresh coat of paint. !ts current use as apartmentsoccupied
~ elderly residentsis continued In Scheme A, with one unit oon-
verted 10 a handicappedunit and the restof the buildingupgracled
and given a facelift which ls more modernandsafer for the elderly.
In Scheme 8, it is transformed into townhouse units with shared
entryways_betweenthe unitS. This arrangementwoufd be appro-
priate for inarket·rate apartments or condominiums.
Interior renovationsand preservationof the quality Ari Daco or
MedilerraneanRevivalexteriors, here and elsewhere in the resi·
dential area. will renewthe neighborhoodwith all the charm and
appeal that these builclingswere originally designed to exude.
Com~tible rehabilitation and new developmentwill be guided bya
Preservationordinance,design guidelines.and a proposed new
Two-story apartment blocks with lushly planted courtyards
are characteristic of the residentialneighborhood ,
I
· HR8ANAPROfll.E
The Habana Hotel, locatedat !he comerof DrexelAvenue and 13th
Street isapmtOlypeforbuildings with corridor access to the units.
lts a i~inal plan is similar lo many District apartment blocks and. is
suitable for conversionto housing. In poo< condition,the building
has been subdivided into manysubstandardhotel rooms and has
numerouscode violations. Both renovationschemesare essentially
"gu t" rehabilitations.
The two schemes prop:>secongregate housing and multiple
bedroom apartments.While SchemeA (or congregate. housingre-
tainsthe exisiing center ror idor, Scileme B movesthe corridor IOthe
courtyard edge ol the bu~dingto providedeeper spacesbr larger
apartments.Bothschemesinclude newopeningsthroughlhecourt-
yard wall lo r:reatP-
a stronger cc,nnection betweenindoor ar.d out•
d00< space.
The linanc1alanalysis1nd1cates a positive relurn on investmen
t with
COBG rehabilitation grants and assistancewith acquisition oosts.
-Thesereturnssh::luldprove a!lractiveto investorswith thebenefitsof
the historic P<OVisions
of the TaxReformAcL Bothanalysesemploya
221-D·4 landem ITO'tgage(FNMAand GNMA)with 100 per cent
Section 8 (eldeflyin SchemeA).
The Habana Hotel contains many substandard hotel rooms.

of OrexelAvenueand 13th
:nidoraccessto the uni~s.
t apartmentblocks~~ 1s
JOrcondition,the bu1ldlng
!Clardhotelroomsand has
schemesareessen1ialty
01"1
:ile hOUSingand multiple
for congregatehousingre-
3 B movesthecorridortothe
18 deeperspacesfor larger
opeoingsthroughttie court-
:in betweenindoor and out-
te returnon investmentwith
ince with acquisitioncosts-
investorswith the benefitsof
Act.Bothanaty.,es
employa
j GNMA}witti 100 per cent
y substandardhotelrooms.
,.
ExistingGroundFloorPlan
Scheme A CongregatehoUs·
ing is a relativelynew coocept in
elderlyhousing. Small etticienr,y
and one-bedroomunits arepro·
vided with a largeamountofsemi-
public or "congregate" space.
Six to eight units are grouped
: ttr
'lui_17 ~-
7:j_-:
___-__L L
-~·~ ::--r·~,Pt
. J~:L..-11-.&L__
SchemeA • SecondFloorPlan
_J_ _jff ,L-..~ ~
i ,__
,
SchemeB-Second FloorPlan
- .,
around each congr6!
.
)ate s,pace
which may be used as living.cijfl·
ing or cooking space. These
areas provide lor social interac-
tion and for the develOf)lnentof
mutual support netv,,orks. Ttiis
schemeprovides57 units.
SchemeA• Unit Plan
Scheme 8 This schemedem-
onstrateshow the building could
accommodate a mix of retired
couples and small families. To
·:i-rrn
- I ' ~
1
makethecourtyarda moreactive
space, the corridor has been
moved to the edge of the court•
yard as a covered arcade. This
allowsfor design of comfortable
units with cross-ventilation. This
conversionwould create 15 two·
bedroom and 9 three-bedroom
apartmentsand costs about the
sameas SchemeA. SchemeB - TypicalUnit RenovatedCourtyardInterior
 l
MERIDIAN
PROFII.E

Scheme A This prop:,sal

would upgrade the Meridian
to meetelderlyhousingstand-
ards. Eight substandardstu-
dio unitswould be groupedlo
makefourone-bedroomunits
(includingonehandicapp;icl),
and the lwelvelargerstudios
wouldremairI asthey are.

SouthElevation

ThisArt Decoapar1men1 building on 1hecornerof Meridianaljld

10thStreetservesas a prototypefor residentialbuildings wi1h
multipleentriesand no interconnectinginternalcorridors. •
. ~ . /,
Tlie exrstingbuilding is structurallysound. in need of som~
maintenanceand provides 20 units for itsprimarilyelderlyoccu-
panls. Twoschemeswere developedand analyzed.

SchemeA is a moderateproposalto upgrade the building as

elderlyhousing.While unit layoutswould remainclose lo exist-
ing. kitchensand bathswould be replaced.one handicapped
unit included and major maintenancedone on the building

SchemeB would renovatethe building asduplex townhouses

for familyhousing.The renovationto townhouseswould not be
difficultand would yield lour three-bedroomtownhousesand
three two.bedroom tow11huuses

The proformas tor both schemes employ grMts I()( facade

improvementsand assislancewil11acquisitioncosts,as well as
a 221-0-4 tandemmortgage(FNMA and GNMA)with 100 per
cent Section8.

40
 ,
zoning ordinance to assure that the Districfs sense of place is
protected.

Theother key elementto preserving 1heresidentialarea isthrough

landscape improvements by both the public and private sectors.
Publicimprovementswill include new plantings,shadetrees along
"the strong east-west pedestrianaxesand thematic street furniture
and lighting. Special design considerationsfor the elderly, pedes-
trial-oriented population will be included.

Well landscaped front yards and building setbacks are equally

impo~ant to the streetscape and can be upgraded by owners to
enhance the settings of their buildings.Appropriate tropical vege-
tation will dramatically renew the area's appearance.
FlamingoParkand the schoolyardparksat the Fisherand fejnberg
Schools are major open space resources or the area. Public
improvements and additional tropical plantings in these parks will
strengthen and reinforce the attractive neighborhoodqualitiesof
Scheme B - Townhouse Plan this residentialarea.
Public improvementsare proposedtor residentialstreets
which,as shownabove,are lackingIn visualand pedestrian
amenities.Thesketchbelowdepictstypicaltreatments,such
as shade trees, pedestrian-scaledlighting fixtures with a
Deco spirit,upgradedsidewalkpavingwith neck-downsand
handicappedcurbcuts. Newcrosswalksare proposed,as is
new str~t furnituresuch as benchesand bollards.

SchemeB. By combining Whrle many existing, walls,.

firstand second levelflats,it is
pQSSibleto aeate duplex
townhouses Eachunit would
havean entryfroma vestibule
off 1hefront terrace,as well as
a secondaryexitto the back
pJurming stacks anG stair~
IM)Uidbe retained.the interior ;,
would be co~letely retin-
~ and building systems
replaced.

'
0
Scheme B • Typical TownhouseUnit

41

WAY
ESPANOLA
as
EspanolaWayand LincolnRoadare proposed specialcommer-
cial mallswhich will serveas uniquetourist attractions. Extending
from WashingtonAvenuewest to FlamingoParknear 151hStreet,
Espanola Way Is oi,e of the most cohesive S1reetscapesin the
District. The Mediterraneancharacter of this two-blockstretch is
unmatchedelsewhere.Thesmallscale and intimacy of the street
offer a contrast to the fasterpace andscale of other commercial
areas. The plan calls for transformationof EspanolaWay into a
theme mall, a pedestrian-oriented Spanisti/Latinmarketplace.
Imaginethe street closedtotraffic andthe space redesignedasan
open plaza with vendors selling their wares from pushcarts,
shol.ltingtheir sales pitches in many languagesto the tourists and
residents who come to shop. Storefronts will reflect a simllar
theme. selling Latin clothing, furnishingsand jewelry. The aroma
Open-airstarts, where local farmers come to sell their produce, are envisioned as the focal point of the Espanola Way marketplace.
42
THEME MALLS
of Spanishcuisine will drift through the air from restaurantsand
·
cafes which overlookthe bazaar.
such as theaayand MatanzasHotelswill be renovated.
Buik::lings
Upperstory space can remain in use as hotelsor housing. Thereis
an opportunityto upgrade the older hotels In a mannerwhich also
capturesthe Spanishflavor in the interior design and furnishings.
Hick:Jencourtyardscan bs preservedas peacefulhavensfrom the
busy ~tMty of the street bazaar and can serve as cafes, art
galleriesor receptionareasfor the hotels.
The theme mall is consistent with ttie objective of promoting
rehabilftationand preservationof the District's architecture.
promote
Local merchantscould form an associatiw which 'WOUid
the area and organizespecial street entertainment. An historic view of Espanola Way captures Its inherent charm
as the bohemian quarter of the District.
r
-•
Toe marketplace will include foods and crafts.
ptures Its inherent charm
trict. The renaissance of Espanola Way has already started with
renovation of the Clay Hotel. The Plan envisions closing traf-
fic on one and a half blocks of Espanola way to create a
pedestrian mat1<etplace. The renovated Spanish buildings
will open up to the mall where vendors will sell foods and
crafts, organ grinders will play, parrots will squawk. Mean-
whlle, restaurants in the lush courtyards of the renovated
buildings will offer cool, quiet spots for a rest from the busy
marketplace. Upper floors may be renovated for artists'
studios.

and crafts.
 I
/ ____/

,
..,

...
Lincoln Road Mall today, and at left, a sketch of the Mall
which Illustrates the plan lo reverse the current trend toward
inappropriate uses and vacancies on Lincoln Road Mall. This
will be accomplished by facelifting storefronts and revitaliz-
ing public Improvements.
The focus of the rejuvenated mall will be an outdoor sculp-
ture and industrial design museum, featuring lnternattona!
art works which were created during the Art Decoperiod .•
4 .!
--
"Study of Two Dancers" by Maude Sherwood Jewett: an
example of Art Deco period sculpture.
LINCOLN ROAD MALL
Lincoln RoadMall is an eight-block pedestrian mall which forms
the northwest edge of the District. The existing mall hasdeterior-
ated in terms of site treatmentsand buildingfacades,but the basic
configurationand orientatiOnis ideallysuited to its proposeduse
.as an Ari Deco theme mall. Storefronts will be renovated with
appropriate materials and designs to match their Art Deco or
MediterraneanRevivalfacades. New signage will echo the mall's
theme.
Vaca[Jtor underutilized buildings will be developed for new ten•
ants. The focus of merchandising on Lincoln Road Mall will be
Deco, incll.Jdingdesigner furniture, -home furnishings, clothing,
jewelry, paintings,sculpture, art , antiques,music and electronics.
It will be a fashion center as well, featuring specialty clothing
stores. A continuous fashion show on the mauwill be an added
attraction to tourists.
The center of the mall will be treated as an outdoor sculpture
museumfeaturing internationalsculpture of the Deco and related
periOds. Exhibit items can range from sculptures and mobiles to
An elegant original storefront on Lincoln Road shows the
design flavor the proposed revitalization will recapture.
I
streamlinedtechnologysuch as antique race cars, airplanesand
trains. The works of Deco designers such as Deskey, Dreyfuss
andLoewywillbe featured. Thesculpturesof Laohaise,NadeJman
and Milles will be reprodllced.
Ariintensivenew programof Deco public improvementsalongthe
mall will complement the sculpture gallery and fashion shows.
Black and white, Deco's theme colors, will be featured In abstract
paving patterns and Deco lightingfeatures. M intensive planting
program will provide a lush backdrop for the retail activities and
additional shade trees and comfortable sitting areas will be
provided. The new street furniture, benches. bicycle racks and
trash receptaclesall will be custom~cleslgned in a Deco mode.The
comprehensiveuse of Deco design will enhance visitors' aware- ·
nessof the industrialand functionalas well a:sornamentalaspects
of the style. A request has already been made to AT&T for
specially-designedtelephonebooths.
As the awarenessand appreciationfor Deco design continuesto
accelerate worldwide, Miami Beach will become recognized as
the foremost location for viewing, appreciating and collecting
Oecogoods.
Horse, by Elie Nadelman, one ot the best-known of the Deco
designers.
45

The Museum Area Is the portion of the District surrounding the
BassMuseumof Art and the Public Library. It includes an area of
small hotelS and extends from 21st Street 1o ~3rd Street in the
northeast sBction of the District, east of Wasliingtor.Avenue.
This area has several well-defined streetscapes which feature
smallerseasonalhotelsof quality Decodesign.TheBassMuseum
and Public Library are major public buildingsset within a land-
scaped park. They establish entertainment activities for the Dis-
trict. Nightclubs will be revived and new nightspots for music,
dining and entertainment will be established. It will become a
center for artists, writers and musicians to gather anclto live.
Seasonalhotels such as the Plymouth,the Abbeyand othersin the
21st Street area were identified during this study as development
sites for rehabilitation. These under-utilized hOtels could be
There are numerous OPPOl"tunitiesfor housing and hotel renovations and for public Improvements in the Museum Area.
•
46
MUSEUM AREA
converted to year-round transient hotels or housing. Housing
could be market-rate apartments or condominiums geared to
unitsfor older residents and/or the artist community. In the 22nd
and 23rd Street areas, there are several vacant lots where new
constructionshould take place. These too could be small units
directed towards rooderate•income,older residents.Compatible
arid well-designed buildings will be encouraged. Each sile tias
been analyzed during this study to identifyits optimum develop-
ment, consistent with the massing, scale and density of the
surroundingarea.
The museum area will serve as another entryway into the Art Deco
District and will require public improvements which emphasize
this transition from more recent hoteJdevelopmentsto the north.
These Improvements will focus on the area's proximity to tl1e
beach by creating major vistas and linkages to the beachfmnt Nightclubs and jazz bars wlll renew the area's role as an
entertainment center.
--
'
'/"''··-~
J, .•..
'i
I
, ., • .,' .. ... '.
··--l-
Puar'EO
The King David Hotel is an oceanfront property betweenthe
Museum Area and the large hotels of Collins Avenue.
 1

I
area. Shade trees and public improvementsalong the east-west
axes will reinforce this theme. A linear park at 21st Street will LJ
providedirect publicaccessto the beachfront.A boardwalkwill be
built behindthe hotelsto create a continuouspublic beachfor 1he
full lengthof the District in concert withthe be~ch renourishment
.program. · ·-
D
The Plan at right Illustrates numerousdevelopment opportu•
nlties for this area.Some of the finest Art Decobul Idings are
located in this area, as well as some of the worst eyesores
(primarily around 23rd Street). Seasonal Deco hotels will be
renovated, and new buildings constructed on vacant ~ites to
house artists, craftsmen and middle-aged to Qlder couples .
Nightclubs, once clustered here, will be brought back along
Col !Ins Avenue. Finally, streets will be beautified, with partic-
iw the area's role as an ular emphasis placed on the entries to the District along 23rd
Street and Collins Avenue.

ont property between the

of Colllns Avenue. A new addition is proposed on the vacant site behind the King MUSEUM
AREA
David and overlooking the City's new linear beachfront park. DEVELOPMENT
PLAN

47
 I
. ,:;..... '
PUii.iC IMPROVEMENTS
PROFILE · ._. _,-:-.;:

The public improvements proposed for. the District celebrate its spirit and style, relate to its past,
respondto its climate and strengthenits image:they will be a logo for the District, its ''Golden Arches."
Inspired by Art Deco materials and the f\)turistic imagery of the 1939 World's Fair, the vocabulary of
street furniture proposed includes: Satµrn·like streetlights, spheres of light ringed In neon and hung
from gleamingaluminum poles; streamlinedbenchesof wood slats and curved aluminumframes: and
trylon-shapedaluminum bollards. ·

Paving and landscaping in the District wmrelate to its past as weHas its climate. Pink sidewalks,newly
hlghlignted by light colored feature stripes, will be upgraded; neckdowns. handicappedramps, and
paved crosswalks will be added at corners. Landscapingwith Indigenousplant materials will improve
pedestrian routes, will reestablish sidewalkedgesat parkinglots, and will be clusteredat gatheringnodes.

In addition to the general treatment of public improvementsthroughout the District, many areas will
receive special treatment, as discussed on previous pages.Am:Jngthese are: plazaswith fountains,
fla gs, sculptures,etc., at points of entry to the District; the Ocean Drive promenade; the Washington
Avenueimprovements alreadyunderway; the EspanolaWay mini-mall; the renewed Lincoln RoadMall
with sculpture museum; the finger parks from Collins Avenue to the beach between 16th and 21st
Streets:and the Vanity Fair water gardens and plazas.

Taller lightsof streamlined design The entrywaysto the District pose

are appropriate lor parking areas a challenging design opportun ity.
1i½. and major vehicular roJtes like Because the edges of the District
;t'·'-~¼ Allon Road are loosely defined architecturally
and physically, it wili be important
-- -- Sidewalkbul1eredfrom parking to design a symbolic gateway to
lot by landscapededge the District at major vehicular
entries alof)g 5th Street and along
=--- - -- Shade trees 23rd Street. In addition, a consistent
system ol signagetor streets,major
-- --- Sidewalks with featurestripes all pu~ic spaces and historic buildings
detined by landscaped edges should be developed to rein!orce
the District as a place and a desti·
nation. A competition for the design
of gatewaysand signage tor the
District could both elicit an innova
liveapproach to theseelements
- - -- Sa1urn-like street-ligh1s. globes and raisethe consciousnessot the
ringed in neon and hung lrom Districtamong designers.The Dis•
aluminum poles trict offersdesigners a wealth of
inspiration: it deservesand needsa
-- --- Streamlined benches vety thoughtful, creative response.

48
 t
VANITY FAIR-UPPER DISTRICT HOTELS
UPPERDISTRICTHOTELS VANITYFAIR
The sectioo of upperCollinsAvenuefrom 15th to 20th Streetswas The elements of the Preservation and Development Plan
developedduring the 1940'sas a series of large eight to ten-story discussed above suggest how the positivechatacter of each may
Deco hotels with direct beachfront access. be reinforced by the introduction of actrvity-generatlnguses In
these special areas. These must be supported, however, by a
These Deco hotels such as the Natfonal, Delano, St. Moritz, major development designed to synthesize these separate
Poinciana and Aoyaf Palm will be upgraded as quality tourist elements and create a cohesiveArt Deco District, functioning as a
hote,s. Commercraluseswill be developedwithin and surrounding complete unit for both tourists and residents. This wmserveto
the hotels to include restaurants and Shops. reinforce existing uses both functionallyand geographically. It will
Visual; and functional connections to the ocean will · be stimulate a synergistic impact in which the whole may become
strengthened by creating fingerparks from Collins Avenue to !tie greater than the sum of the parts.
beach at each east-west street. This increase in public access to As a focal point for activity and linkagebetween the Ocean Drive
tile beach through the establishment of pleasant. tropical open area the resldentlal area, Lincoln Road Mall, EspanolaWay and
space will greatly enhance this area. the MuseumArea, VanityFair will be locatedbetween Washington
and Collins Avenues from Espanola Way north to the base of
A new public fishingpier will be built from the end of 16thStreetout
Lincoln Road Mall. This is where all District areas Intersect. This
inlo the ocean. Marine-related events, sailboat anchorage and
will be the major focus for tourist and residentclrculatlon patterns.
tour boat tie-ups will occur here. Theemphasiswill be to provide a
The Vanity Fair site Is a key node connecting the malls, hbtels place to go fishing, from the pier or on excursions. The develoµnent is called Vanity Fair in deference to the popular
magazine of art and leisure of the 1930's. Vanity Fair respondsto
and the Ocean Drive/CollinS/Washlngton area
..
, , ,
all of the elementswhich are crucial to makingthe District function
as a single cohesive entity:
-Its location Is a node which links all of the major activity areas,
o the Dis!Jict pose particularly Ocean Drfve anctLincoln RoadMall.
esign opportunity. -It l'ill have several restaurants and serve as a cinema and
lgesof the District entertainment center for residents and tourists.
1ed architecturally
-Facilities for conferences and conventions will serve as
ii will be important
support and function space for the renovatedmid-rise hotels.
ibolic gatev,iaylo
ajor vehicular -Parking for the mld·rlse hotels will be incorporated.
h Streetand along -A visual celebration of the District's rebirth, it will include a
ddition, a consistent vibrant outdoorplaza space and express a dynamic balance
;:,efor streets.major between new and Olddesign.
nd historic buildings
,loped to reinforce Vanity Fair will be built on a large under-utilized parcel between
place and a desti- Washingtonand Collins from 15thstreet to Lincoln RoadMall. This
:?titionfor the design block is in a state of transition, with several large surface parking
::tsignagefor the lots and a number of low-grade commercial uses. Significant Art
:::ithelicit an innova- Deco structures will be preserved, including Haddon Hall. the
J these elements Berkeley Shore and the Warsaw Ballroom. Other significant
)l)SCiousnessof the structures, amongthem the CameoTheaterand 350 Lincoln Road
designers. The Dis-- Mallwillbe retainedand incorporated lntothedesignofVanityFair
Jnersa wealthof whe~everixissible. This concept offers a challenglng opportunity
&!IVesand needsa ----..._ for intensive development which is compatible with its historic
creative response. ·-~ _ ··---
.....
~

neighbors, and yet a major statement in its own right.

Vanity Fair will include a transportation tenninal, a multi-use complex with shops, galleries, restaurants and cabarets, lnte<-
national product exhibitions, multiple entertainment facitltl~, and an office or hotel structure. Tying it together Is a tropical Atter an extensivesite selection analysis,the proposedvanity Fair
water garden with walkways, plazas for concerts and exhibitions and a laser light show. site was determinedto allow the greatestopportunityfor the devel·

49
opo:ient'scontributionto the economicvitality and revitalizationof
the district, while at the same time minimizingthe development's
negative impact on the existing historic built environment.
The site plan permits the iritegrationof the 16th Street extension
Intothe overall development.Proposedanda_pprovedby theCity,it
canbe designedin a waythatwill not disruptthe importantoutdoor
space establishedas a focal point of the Vanity Fair site.
VanityFairwill contain aninternational trade and market centeras
a main attraction , hotel and.loroffice space, a transportation
component for the tramline and indoor parking to serve its own
users and the adjacent large hotels on Collins Avenue. Its
contemporary spaces will permit the establishmentof important
support uses for the ConventionCenter, mid-rise hotels and the
smaller hotels and retail uses throughout the District. Large
meeting rooms, parking and up-to-date tourist facilities are
currently indema11d in MiamiBeach and r1eitherthe small or mid-
rise District hotels or the areas in which they are located can
provide the type of space or services crttlcal to the continued
overall marketability of 1he District. In addition, new theatres,
Al~
Tf!T!JJJJ
50
restaurantsand retail spaceswhich would establishVanityFairas
a major urban and regionalmarketplace would help strengthen
anddiversifyexistingusesthrpughotJtthe District. '4s a destination
for tourists and residents,the complexwould attract newbusiness
and provide 1he critical mass for further preservation and
d8velopment in the District. This urban marketPlacewill be the
focal point of manysuccessfulrevitalizedareaswhich surroundit.
Vanity Fair capitalizeson the 1930's glamourand extravagance
which characterized Miami Beach and on the latest fashions,
styles and trends which epitomized life in Miami Beachduring the
1930:S . In addition to the dynamic mix of uses it proposes,
highlightswill include an outdoorplaza wlth a sculpture/fountain
and a spectacular outooor laser light show. Major pedestrian
plazas and outdoor activity centers will link the componentsof
Vanity Fair while emphasizing a tropical paradise, even as It
relatesto contemporarydesign.lntema1ionaldesigncomp€titioos
can be held for the fountains,sculptures and public spaces. The
creation of this urban marketplace, Vanity Fair, will express in
conternfX)raryterms the spectacle and excitement that is the The Berkeley Shore and Haddon Hall, fine examples of Art
essence of a reborn Mlarni Beach. Deco design, will be restored as a focus for Vanity Fair.
11
~~ ... d-- -~.....,=====
oo·
The plan for Vanity Fair shows the two Jong blocks of the
multi-use center set along Collins and Washington Avenues.
These will Include commercial space fronting along these
streets, and also facing the water gardens which run through
the block. The long block along Lincoln Road will include
commercial uses and a major entry Into the gardens. In addi-
tion, It will house a visitor's center, transportation terminal
and, above, the off Ice bulldlng or hotel. The two plazas set off
the Berkeley Shore and Haddon Hall, two Art Deco gems to
be restored. At Espanola Way, tne Warsaw Ballroom and
Cameo Theatre will also be restored .
The sketch at right shows the restored Art Deco hotels oppo-
site Vanity Fair, as seen from the multi-use complex.
,II, fine examples of Art
ocus for Vanity Fair.

t two long blocks of the

ndWashington Avenues.
toe fronting along these
1rdens which run through
incoln Road will Include
into the gardens. In addi-
' ttansportatlon terminal
tet Thetwo plazas set off
.11,two Art Deco gems to
~ Warsaw Ballroom and
d.

-edArt Deco hotels oppo-

lUlti-use complex.
 I
DESIGN GUIDELINES MEDITERRANEANREVIVAL STYLE ,.,

TYPICAL DESIGNFEATURES
Old Miami Beach can once .again be a garden of architectural
...
delights: birds alighting on mauve-tintecf' sunshades:flags • LOY1-pitched
terra cottatiled roof
announcing futuristic entryways: ship's prows emerging through • Symmetrical facadewith center entry
the palms; neon beckoning passersby to the strains of jazz; • Cornice moldings
seashell tints elevating the spirit. • Quoins at comers
4
Rough stucco walls
Decorativeelementsreminiscentof earlySpanishbuildings
Preservingthe hundreds of slgnttlcantDistrict buildings lsthe goal
• Originaldouble hung windows
of this revival. The success of renovation and restoration efforts
will depend oo an awareness of the logic and spirit of these • Wrooghtiron railings and grills
Mediterranean Revival and Art Deco buildings. To develop an
understanding of these styles among residents.ownersand
tenants,the followingprOVides an explanationof local s1Yles and ENTRYWAY
suggestionsfor sympatheticdesign treatments. ms MediterraneanRevivalentry ind udes manytypicalfeatures;the
arched doorway,the arcade form ol the upper windows,traditional
The design of architecturally significant buildings on the Beach moldingsand quoins,and decorativetile.
was foremost a responseto the climate and the atmosphereofthe TERRACOTTA ROOFS
resort. Both Mediterraneanand Deco designsare se~tively sited
to provide space for the lush landscape. Buildingso~en in~de Thesewarmlycolored roofs lound
transitional indoor/outdoor spaces-courtyards, porches, and on bays, en1rances,porchesand
baloonies-all enhancingone's enjoymentof the tropical settll'l'g. arcadesare the trademarkol
Shade from the hot sun is provided through devices such as the Mediterranean
arcadesandtne eyebrowbrise-soleil. Thisarchitecture provideda ReviValstyle.
striking contrast lo the more traditional architectural styles to
which vacationing Northerners were accustomed.

The Mediterranean Revival buildings of the 1920's employed

rough stucco walls, terra cotta tiled roofs, arched openings,
pilasters.quoins, and decorative wroughtlroo asdesign elements.
They establlshedan opulenttheatrical setting tor the leisureclass
of the twenties.

In contrast, the Art Deco style lookedtoward the future: Itprovided

an escape from the doldrumsand drearinessof the Depression.It
reflected the hopes and symbols of a generation: the fantasiesof
the 1939 New York World's Fair, the streamlining of industrial
design and the whimsy of a unique group of architects designing
for a special place. Stucco walls were smoothed, stepped, and
curved; sleeksteel sashwrappedaroundcorners andwas shaded
by cantilevered eyebrows.Portholes,pipe rails. scuppers,stripes
andmastswere borrowed from ocean liners to accent facades.
Stucco reliefs, etched glass, iron work and murals celebrated
tropical flora and fauna. The materialsof the Industrialdesigners. RAILNGS
stainless steel, glass block, carrara glass, chrome and neon. Decorativerailingsarefrequentlyusedto frameupper storybalconies.
brought the 'Norfd's Fair and the Bauhausstyle to Miami Beach. Theyare often ol wrought iron or may also be carved from wood.

•
52
 _E . .
LIGHTFIXTURES
ART DECOSTYLE
Manycustommetaland glassfix-
turesremainas testimonyto the
c.are with v,Nct'l these buildings TYPICAL DESIGNFEATURES
were designedand to the ad-
vancesin ·ifdustrial design dur- • Smoothstuccofacade steppedup towardentryway
ing the period.
• Ent,ybay a-,nouncedwith Vvbrld'sFair-Inspiredrocketfinial, relief
work andoenterwindow treatment
.
' • Eyebrowbrise-soleil
• IndustrialsamwindowsV1Tapped aroundcorner
Scuppersand stripesrecauoceanliners
Stainlesssteelsign and glassblock aroundentry
PORTHOLE WINDO'NS • Custom-desigled lightfixturesand aluminumdocr deSgninte·
Portholewindowsremin gratedwith detailing of facade
. iscent ol
kJxury ocean linersso popular al
the time the District was dENel-
s many typicalfeaturesthe
; oped, lend strongimagery to the
l.4)perwincbvs, traditiooal Decofacadesandgive the build-
?.
ings a lanlasy·lii<eQualitywt.ch
suggestsself-coota1ned. l~ ing
ships.
..

EMPHASIZING THEENTRY
Verticalemphasison entrywaysis
a typical Deco loature, here
shownby the masfs,finials.flag-
poles and neon on the Neron
Hotel.

:..., ETCHED GLASS

STEEL SASH Glassetched withtropicalscenes
Steelcasementswrappingbuildingcomerswilh fixedtransomlites
lsa deco,ativedeligtltdiscovered
a-rj cantil~oo f1,/€blCHsunshad
J es. are a signatureol manyAri in matly dco's a-xi s1reel-level
Decobuildingson the Beach. window.s
4
 ,
APPROPRIATE PRESERVATION

Layering of smooth stucco

planes
Rhythm of recessedbalconies
provides horizontal balance to

:·::~'
:
,-..i t, -- ,
verticalcenterentry bay

Entrywaymade importantby ver-

tical P.mphasiso1 pilac;tersand
winoowopenings

Replacement aluminum case ·

windowsresembleoriginal
1T€17\
industrialsash
Original details retained; scup-
pers. pipe rails. pipe columns.
balconydoors.entry lights
Doors, lights and plantersare all
integral featuresofthe building
design to be preserved

ORIGINALENTRYWAY
The original keystoneand glass block relatethe entry to the upper
UNSYMPATHETIC
REMODELING portionof this Art Decofacade; the detailing of the aluminumdoors
and the light fixturesis consistentwith the Art Deco spirit.
~---- Jalousie porch enclosures and
awning hide original patterncre-
ated by plane of center/balcony
wall and the recessEdbalconies
RESIDENTIAL
PRESERVATION
AND REHABILITATION
~---- Facade fragmented by differen1
treatmenls
Air conditioners should be The strength of the residentialarea of theArtOecodistrict liesin its
locatedoffstreetfacade coherence and variety. Block after black of compatlbly•scaled
buildings providea continuity within which unfoldsthe unmatched
._,_...=,.. ----+,-- +r-+i'"
-+
i'"-+
+-++
-+
+-+
+++-
++-
++-
-++--++1------
-++ Original horizontaltrim missing panorama of Mediterranean and Art Deco btlildings. While the
public sector will reinforce this coherence throllgh coordinated
__.---- Original pipe railscovered public improvements, the private sector must reinforcethe built
fabric through sensitive preservation and rehabilitation.
._ ______ Awning over entry too large;
diminishes vertical emphasis of
centralbay The designtreatment of each building must respect its place in the
streetscape as well as its individualdesignfeatures. RetentiOnof
~--- - Colonial diamond paned win• building setbackswith landscapedfront yards and preservationof
dows, doors. eagle and lanterns the scale, mass, rhythm and historic colors of facades are critical
inappropriate on an Art Deco
in this respect.
building
Brick or permastone planters In developinga design treatment for a buildingfacade,an owneror
.. seem detached from the facade designer should take a step-by·step approach to assess the

54

·elatethe entry to the upper
tiling of tne aluminum doors
.e Art Decospirit.
.[) REHABIUTATION
1eArt Deco district lies in its
llock of compatibly-scaled
1ichunfolds the unmatched
Deco buildings.While the
tince through coordinated
:ormust reinforce the built
ind fehabilitation.
nustrespect its place in the
sign features. Retention of
t yards and preservation of
llOrs of facades are critical
)IJUding
facade,an owneror
, approachto assess the
, .,/ l,--.,
□
'
''
.,.,, ',
,.
//
/
/
l,,,,' ' '
'
' '-
'' I
l,,.,,' '
'
'
a. PIPE
RAILS
' '
',,,,I j,,/ ',,,_i
(I, j t,. ,_ d.
WINDOWS
Thewindowsabovearet.hosemost common to the District.Thelour-
litecasement(a).originallyan industrialwindow.wasv..idelyused oo
Art Deco buildings.However,becausethesteeldeterioratedbadlyin
the salt air, many of these windows have been replaced by
inapprq:iriale jalousie windov.'S (d). Preferable replac-.ementstor
these windows would be four-lite aluminum casemenls (a) or. at
secmd best a serieso1lour awning windows (b).
c WROUGHT IRON
The double hung window(c),originalto many MediterraneanRevival APPROPRIATERAILINGTYPES
and someArtDecobuildings. has also been replaced widely with
INAPPROPRIATELY
REMODELEDENTRYWAY 1alou$le1Mndows . Aluminumdouble hung windowsare readilyavail-
able and are preferablereplacements.
The use of brick and colonial style lanternsand doors on thisentry-
way is unsympathetic to the An Deco materiatsand form orthe COLORS
facade. Theoriginal use of colorwasperhaps the most delightful featureof
the Art D€coDistrict.Recenttrends toward painting Art Decobuild-
ings in the ochre, brown, beige and terra cotta tones ol the d. WROUGHT IRON
existing facade as it relates to the original design. Original MediterraneanRevivalstyleare inappropriate.The ArtDecopalette
elevation drawings, obtained from the Miami Beach Building ol whiteor pastelwallswithpaleor bright pasteltrim should be revived
Department, old phOtographsfrom the BassMuseum and careful and encouraged.\/\arm tones lrom seashellpinksand salrronsto
paint samples to determine original color schemes can be invalu- darker mauvesand raspberriesas well as cooler lilacs, mints and
able tools. The following elements of lhe facade should be powder blues are au appropriateand are encouraged. Property
ownersor architectsengaged in rehabilitaticnwork should perform
assessed:
rudimentary paint analysis to determine the colors an histocic e.PERMASTONE
structurewasoriginallypainted.
• The general distribution of volumes- the massing of the ·
building RAILINGS
• The pattem and rhythm of openings. including balconies, win· Displayingthe great ca~ewilh which the Mediterraneanand Deco
dows and doors within the massing. buildings were_delailed, general t').pesororiginal railings include:
• The stylistic features of the building such as the types of doors, pipe rails 1nsp1red by ocean liner design, and o~en roundat the
windows. railings, sunshades,signage and ornament parapetsof Aft Deco buildings (a): keystoneur stucco balustrades
which relateto relielworkona facade,and generallydefiningootdcor (. PR.ECASTCONCRETE
Renovation efforts should keep the massir1~and rtiythm ol the porclles (b); and wrought iron. on toth Mediterraneanand Deco INAPPROPRIATE
RAILING TYPES
facade as close as possible to the original design. New volumes or buildings,used decorativelyand found with a varietyof designs.
openings can destroy the balance of a facade or its relationshipto (e)and precastconcrele (f) railingsare 100solid and massiveto recall
the streetscape. When .original stylistic features are missing or Manyreplacementra,!1ngsin the Districtare inappropriale.Colonial original stone a stucco cut-ootrails. New railingsShould resemble
beyood repair. replacements should resemble the originals in style wroughl iron (d) may be appropriate on Mediteiranean the originals as closelyas possible.in material.degree of openness.
ma!eria1,scale and design as much as possible. buildingsbutis unsympatheticto the Decostyle.Permastoneorbrick and style.
 ,
MULTI-STORY
COMMERCIALBUILDINGS ----- Restoredtowergivesappropria.t.,c
COMMERCIALRENOVATIONGUIDELINES emJj"1asisto corner entry
.APPROPPJATETREATMENT
The District's commercial buildings include some excellent Original massirg of building re-
examples of Mediterannean Revivaland Art Deco design. Ttiis is tained
reflected in the opulent stores along Uncolt) Road Mall and even
the modest single story structures along Washington Avenue.
Unfortunately, the commercial structures include many witti the
most inappropriate alteratfons. On some buildings, original .Aluminum casementwindow re-
facades have been completely replaced or covered, while poorly pacements reflectorigirials
designed slgnage and storefronts obscure original detail on many
others . There is a need 1ordramatic improvement in commercial 'lc=:=
~~ ';z--- S1orefror1t
transom windom un-
facade treatrnet1!. covorcd
As in the renovation of a residential facade, the massing of the Signageon glassand lintel panel
origin.ii commercial facade should be retained. In particular, in proportion to building and in
storefront extensions, fake mansard roofs, and signs extending Art Deco style
Bbove the original roof line should be avoided. Secondly, the
original pattern of openings should be retained or reconstructed. Uni1ormawnings relate to Slore-
The stylis!ic features of the original design should also be fronts
preserved or rebuilt Typical Deco features such as relief wori<.
etched glass. carrara glass and glass block have been ob~red L- --1-+- - Linteland piersdefine siorefroots
oo mal"lybuildings.
-" . and relateground ~vet to upper
levelol building
Storefronts are the most critical aspect of a· 6,mmtrcial
renovatioo. Many of 1he guidelines have been violated "in ---=- .- ===:::::::::::::::::::::::::=::::::=========== = == =~~;;=====:;__- Simila11reatrnent of all st0<efronts
subS€quent remodeling. Storefronts should be contained within with low base panelsand vertical
1he structural bays or framework or the overall building. The winoows ties bUildings together
vertical piers and horizontal lintels of ttie first floor define these and reflects original Deco mate-
bays and support upper floors. Removal of inappropriate sign rials
boards, mansards or sliding materials may reveal original relief
work or carrara glass details on piers and lintels. Large signs INAPPROPRIATETREATMENT
generally should be contained by the lintel panels.

The design of the storefronts themselves should complemerit - - ~-- Corner1ovver

removec
adjacent storefronts and relate to the detailing of the entire
building or block. Few original storefronts remain, so the redesign
challenges the designer to revive the spirit of the original building In
a contemporary, but sensitive, fashion
~.;: :::=
~===~
];~~~- lnappropriategrillescoverwindovvs
Many attention-getterscover the
simplicity and style of original Art
neco design

Signage and awnings too large;

Ai: conditioners should be on ---- cover raisedstucco planes. trar-
side or rearwalls somwindow; a'ld lintel ra;iel
Treatments ol storetronts not - - ~tii~ff! ....,_,__,,,.,..,
,._ -- - Storefrontopenings not de/ined
related lo upoer story or 10 one by piers and lintels
ano1hcr
Stue<.,--o
and slone inappropriate
Sr::irefroniwindows filled in _ ·.-.·,:.:,-;--;-:" - --.-- - ..--
- --=---
- forstorefronts
f

ored towergivesappropriate
to
hasiS <Xlfnerentry
inal massing of building re-
d •
Jrawsrestored
"linumcasementwindow re--
emeritsreflectorigin.als
:lfronttransom wind0\1/Sun-
ted
iageon glassand lintelpanel
ro!X)rtionlo building and in
)ecostyle
Jim awnings relate to store-
s
31and piersdefinestorefroits
relateground level to upper
I of building
,
SINGLE-STORY
COMMERCIALBUILDINGS Corner to.-veruncoveredand re-
stored
APPROPRIATE TREATMENT
Thesethree buildings are treated as distinct elements. Continuityof Original form of buildings redis-
the block is achieved through a consistentapproach of using the covered by revealingroof line
strucil.Jralframeworklo defir,ethe storefront..-. ~
Simple layeredplanes of stucco Styleot signagereflectsArt Deco
Originaltile roofand porthole win- and roof line uncovered design
dows uncovered
ApprOf)fiatelySO"lledsignageon Scale and location of signage
Appropriate storefront with low linteland glass and aWflingsappropriate
oose panels and vertical win-
uows expressedwithin the origi- Awningand s1orelron1
contained Linteland pierswithoriginal reliel
nal building framework by linteland piers · work define storefronts
Three-bay storefront treatment
with low base panelsand ve<tical
windowsrepeals forall storefronts

ilar treatmentof all storefronts

1 low base panelsand vertical
:iJw,; ties buildings tcgeiher
I reflectsoriginal Deco mate-

ne<tov.terremoved

~opriategrillescoverwindov,s 1NAPPROPR!AT£TREATMENT Sign board is high'Afly-scaled;

1Yattention-getters cover the
plicity and styleof originalArt
XJ design
1age and awnings too l21rge;
::lrraisedstucco planes,tran-
1 windollvsand lintel panel
·efront openings not delined
Jiersand lintels
cco and stone inappropriate
~orefronts-
•
Thedesign treatmentsof thesestoresdestroythe identilyof the lhr€e
buildings and a:impete for attention.
Oversizesign conceals original ---iE=~= -===1
root and lintel
Awning and tile cover for store- __
front frame
Jalousiesand tile inappropriate
Proportion ol original storefront
changedby blockingup W'indows
COV€rsroot fineand stucco frame
Large paper signs in windows
detractfrom display
_..,r-rh-,c+.---,-tti
~~~~;;;;;;;:;;;;;;;;;;;;;;;;;;:;;;;;;;;;;;;,::':::;::;=:::::::;:~~~~;;:;;;;::~
;;;:;:
~~~~
Signage is too large; obliterates -- Corner tower covernd with inap-
continuity of the building; linlel f)fopriate horizontal tmrding
and roo1line are lost and ribbed siding
.......
...-rr!'.'ir:--
- Shingled mansardunsymp;.theti
c
lo Deco style
Signage,awnings,storefrontma-
terialscover originalpiersaround
slorelronls
Toomanydisparateand inappro-
priate treatmentsdetract fromthis
group ot storefronts
=~:;;;;;;;; ~;;;;;;:;:;;;;;:;;!;;;;;;;;;;;;;;;
;;;;:;~;;,,,-- Openings filled in
57

GUIDELINESFOR NEW CONSTRUCTION
The scale and co111inuity of the Art Deco District are among its
strongest features. While the District does include many
Mediterranean Revival and Art Deco gems,_tt is the one square
mile of period buildings that makes it a landmark.1t is the largest
concentration of Art Deco buildings in the world!
Unfortunately, recent construction trends in the District are
destroying its continuity, breakingits scale. interruptingits rhythm.
Eight-story, 200-foot wide condominium buildings loom over two
and three-story, 50-loot wideapartmer1Ibuildings. Fourteen-story,
400-toot deep condominiums throw shadows on eight-story,
100-footdeep hotel towers. Automobilesoccupy the street levelof
these new high-rise buildings; residents sit behind concrete rail-
ings six stories up; there are no front yards with palm-shaded
terraces to watch the passing scene.
,
width. and depth should not exceed that of its neighbors' by
more than 15 percent.
• Rhythm of openings, recesses and projections on lhe new
facade should be in scale with that of buildings in the general
area.
• Materials and textures of new bu,ildings should be those
commonly found in the District.
• Detailing of new buildingsshould reflect the spirit of Spanishor
De~o design without literal imitations.
In general, new bvi\dings should be conlemp<>rarydesign
-statementswhich are sympathetic to the scale and spirit of the
This new hlgh ,rise on Collins Avenue intrudes upon the
District's architecturally significant buildings.
rhythm and scale of the surrounding area.

New cons1ruction can and should be sympathetic with the old

There are many cities throughout the country where this principle
is being demonstrated. New exists in harmooy with _oltl in
Savannah. Charleston,Galvestonand Boston. First and forerpost
is compatibility with the size,scale, color, material~ charjicter
of neighboring structures. The objective of this careful 1reatrf$1I
should be to complement and reinfOfcethe archltecttJralenviron-
ment. whether It be Art Deco. Mediterranean Revival or
Commercial Block. Sympathetic new construction should high-
light its older neighbors, which reciprocally enhance the new
structures.

In some areas. opportunities exist for extraordinary new design

statementswhichlookaheadof our time,just as Ari Decodid in its
day. These design challenges, traditionally taken on by only the
more creat ive architects and their inspired cllents, should be
attended to by al! District property owners. Designs for new con-
struction opportunities, such as VanityFair, which must be sensi-
tive to District styles. yet bold and forward-looking, should be
established by design competitions.

With the following guidelines,newbuildingsor additionsto historic

or arch itecturall y significant buildings can be positive elements in
an historic context.

• Siting of new buildings should reflect adjacent buildings in

setback, use and access patterns. In particular, landscaped
front yards, terraces and porches should relate to those of
neighboringbuildings in scale and design.

• Massing is the most important consideration in the design of

new buildings. The volume of new buildings should be in scale This recent build ing is drastically out of scale with its historic neighbors . The strong horizontal rhythm of its balconies dominates
with that of neighboringhistoric buildings. Generally,the height, the design , With no deference to the graceful charm of the adjacent bulldlng's ~tapped parapet, tile roof andvertlcalwinclows.
•
 ,I..

Thesc.aleof this newbuilding Grade level parking destroys

conflictswith that of the neigh- outdoor living space
borhood
Breezesare cut otf for lower
Design of new facade lacks
buildings in the lee of large
r/1ythrn aro' scale of srnaJler towers ·
neighbors
Leftoveropen space disrupts
Buildlng heightisa visualintru-
scare and rtiythm of street-
sion in the neighborhoo::l
scape
I
Rhythmof individualbuildings
i$ destroyed
3nue Intrudes upon the
g area.

NO-BLOCK PLAN WITHINTRUSION INTRUSIVE

BUILDING
6 plats requiredto constructthis volume by zoning code.

While style varies tremen- Even contemporarybuildings

dously irom building to build-
ing, scale and rhythm of win·
dows.doors. balconies and
ornament tie the buildings
;
l
togetherand add a richnessto
! the streetscape
"fit" in this street
Consistent building size aid
height range are single most
importantfactorsin the cdler-
ence of this street

of Its balconlesdominates Yfli....;._BLOO<PL:ANSHOWING

CONTINUITY
t roof andvertlcalwindows. COHESIVE
STREETSCAPE
..' The scaleof each building reflectsthe plattingof the block
MiamiBeach Conflict P. I \

~
J... ~

_;...,,
,.
~ ~ - ....- ...
 IMPLEMENTATION
The Preservationand DevelopmentPlan is derived directly from
the goals and objectives identifiedin the early stages of the study.
The methodologyfor implemen1ationof the Plan is a phased pro-
gram, realistic from a financialperspective,and one that respoods
effectively to priority issues and concerns.
The roostessential ingredientfor successful implementationis to
establish a mutual commitment among Interested parties: the
City, prMervation and civic groups, property owners, developers
and localfinancial institutions.W>rkingcooperativelytogether,far
more can be accomplished than by lndlvldual groups each
focusing oo Its individualspecific interests.
A sound revitalization strategy will require a new organizational
network involvingthe creation of the following groups: Merchants
AssociationsforWcl.shingtooAuenueand Lincoln RoadMalt,Hotel
Owners Association, noo·prolit Housing Development Consor-
tium, and an associationof neighborhoodresidents.Other existing
., groups would be maintained or could join these larger entities
which would function as non-profit corporations capable of
applying for financial grants for which private owners are not
eligible. Representatives of all these groups together with
represeritativesof MDPL should be appointed to a District last<
Force which would be responsible for continued plannlng and
reviewing all policies, proposals and strategies affecting the Dis-
trict. Weekly meetings would establish a momentum to carry the
Implementation forward at a stead-j pace, cooslstent with the
Interestsof all groups,and as a continuation of this planningeffort.
A competent full-time District Manager shouldbe hired to coordi·
nate these efforts. This position should be filled by an individual
with demonstrated experience In structurlrtg preservation and
development projects, attracting developers, promoting public-
private relationships and providing technical assistance for
obtaining and expending public funding. The salary should be
funded jointly by the City and !lie District Task Force.
DEVELOPMENT
PUBLIC SECTOR
Formation of tne District TaSkForce and appointment of the Dis-
trict Managerare Important first steps In executing the Plan, and
►
would serve primarily as a means for coordinating and direct·
ing the interests and priorities of the concerned groups.
AND tM ·PACT
,
SUMMARY
Thisunifiedvoice representingorganizedaims andobjectives and
a high level of joint commitment is a prerequisitefor obtaining fed-
eral and state aid, especiallywhen a sophisticatedprogram of Inter-
relatedgrants is needed to stimulate revitalization.Manydifferent
projects must be carefully programmedto happeflat once, each in
support of the other. and this le~I of activity will achieve the
"critical mass" necessary to create both a physical and, even
more important, the psychological impressionthat the District is
on the up-swing,that there is reason1Qbe optimisticand that there
are investmentopportunities in preservationand compatible new
development.
To encourage rehabilitation, adaptive use and compatible new
development as the primary development strategies fQr the Dis-
trict, tl'"lefocus of initial public investment must be supportive of
investorscommitted to demonstrationprojects that will verify and
attest to the potential market return for these projects. SUbstantlal
public investment may be required to leverage more extensive
private investment.
At this time, the Art Deco District is in a very good position to cap-
ture outside interest and funding assistance. Its leaders can
demonstratea comprehensiveplan which can be implementedin
phasesand a strong local initiativewhich involvesboth.public and
privatecommitment. Specific physicaland organlzatlonalaccom-
plishmentsare apparent,such as listing the District In the National
Register of Historic Places and creating_a broad level of aware-
lleSS of the District's unique heritage. During the course of this
study, community leaders and the consultants made a presen•
tation In Washlngton to the Department of Housing and Urban
Development and other Federal agencies. These agencies
expressed Interest in receiving specific development proposals
which would be considered for funding.It is time to address andto
capitaliz.enn the vitality and interest expressedby so many and to
ensure the Time Future of the Miami Beach Art Deco District.
TECHNIQUES
A second step is for the City to adopt the proposed Historic Dis·
trict Ordinance drafted in conjunction with this study. This
ordinance would create the framework for establishing a
Historic District Council charged with review of all prq:iosed
construction and alterations in the District. The Council would
adopt Design Guidelines, as outlined herein, as consistent
61
 criteria by which to evaluate proposals. These Design Gulde-
. lines would also provide developers, owners and tenants with
the parameters within which their development activities
should be focused .
The County's current Commercial Revltallzation Program
developed with Community Deve/opment_'f~lockGran t funds
should be expanded with priority given to slgnlflcant buildlngs.
Corner buildings or those with high visibility should be
emphasized for these generate the impact which encourages
upgrad ing of adj acent areas .
Tax relief policies which encourage preservation and adaptive
use should be considered by the City. Taxes are generally the
single largest after-rehabilitation expense and can greatly
affect a project's cash flow and net return on investment.
OpportuniUesfor tax relief include exemptions, tax credits or
deferred assessments. A model example is in Oregon, where
taxes are frozenat the pre-rehabilitation rate for 15years after
the project Is completed. In Connecticut , tax assessments for
rehabilitation work are phased in over a ten-year peri04 In
othe r cases, exempt!ons or credits are granted In return for
easements or agreements to maintain the bulldlng}t a SfiS·
factory level. • ,
,,.
The City or Countycould establish a mortgage pooras an incen-
tive for rehabilitation which would offset the currently
increasing mortgage rates. Proceedsof a bond Issue could be
used to subsidize Interest rates or to make direct rehabilitation
loans. The mortgage pool could also be established from funds
provided by local banks and guaranteed by the City. In Spring-
field, Massachusetts, local banks created a mortgage pool of
below-market mortgages. This poof became a cornerstone of
the city 's downtown renewal effort which has developed over
$140 mill/on for projects in less than 3 ye~rs.
Another prime funding source is the Departmenl of Housing
and Urban Development's Urban Development Action Grants
(UDAG) . Th!s program is HUD' s most flexible program and sup-
ports development projec ts that stimulate private investment
in generally a 5:1 rat io to the grant amount, depending on the
proj ect.
UDAG is an effective tool for an initial impact which will create
confidence In the private sec tor for implementing high priority
projects. UDAG monie s could be sought for PtJblic
improvementsand redesignof the street and traffic pattern on
Ocean Drive, for prototypical conversions of hotels on Ocean
Drive to tourist hotels and related services, and for prototypical
convers ion/re habilitations of apartment blocks in the residen-
• 62
fial area to innovative housing for retirees and congregate
,
facilitie s. Another approach would be to use UDAGfunds par•
tially to finance Vanity fair . This would be an effective meansof
attracting pr ivate developers to commit for the balance of
costs.
HUD's Community Development Block Grant Program is
already being used for numerous projects arrecling the Dis•
lrict. It shoul d be expanded in the District and could fund new
facade grant and loan programs or a revo!Vingfund for facade
renovations of commercial and/or residential properties. Pub·
lie improvements and health facilities for the elderly are also
eligible aclivilies.
The Urban Mass Transportation Adminislration (UMTA)offers
grants for planningand const ruction of transportation projects .
The proposed tram-line is an Innovative and energy saving
approach to transit which specifically relates to urban revltali•
zation. It is an economic stimulus and would be looked at
favorably by UMTA.Other refaled projects suoh as the tram ter-
minals and adjacent parking facilities could also be funded by
UMTA,as could public renovations if shown to be direct spin-
offs of the mass-transportation system.
The Plymouth Hotel Is an ideal reuse opportunity fOf year•
The Economic Development Administration (EDA) provides round transient housing, apartments or condominiums.
capital and loans for Public Works andDevelopment Facilltles;
eligible costs include access roads. park ing facilities and site
improvements necessary for the revitalization of local busi-
nesses. These funds could be used for upgrading of commer-
cial areas. EDA also offers planning grants for design tees
related to protects which support existing busines ses. Toe
Accelerated Public Works Program (which may be refu nded in
the futu re) is an excellent source of funds for parking facilities,
public health and social service facilities .
Assistance for public health and soclaf service facilities could
come from the U.S. Departmentof Hearth and HumanServices.
Heal1hServices DevelopmentProject ~rants support a full range
of communityhealthservicesandcouldbe usedto establishthese
facilities in the \oVashingtonAvenue area. This program might
supplementcurrently available funding from S1ate and County
social service programs.
funding tor innovative energyprojects is availablefrom the U.S.
Department of Energy and from the State Energy Olfice. Propo-
sals are generally invited at any time and are consideredas new
fundingcycles occur. Giventhe high energy expenditurefor air-
cooling in tropical climates. innovative appllcatlons for solar
energy and wind power to accompl ish this function would be
IOOl<ed uponmostfavorably. Projectscould rangefrom public ini- The Plymouth's interior courtyard offers a peacefulsetting
tiativessuch asa wind or solarpowereclvisitor'scenter at the Flflh for poolside relaxation .

StreetGatewayto upgradingand rehabilita1ionof apartment build-
ings and hotels by private developers whictl might include solar
cooling or hot water. Fundingwould also be avallableto the City or
non-profit corporations to conduct studies to evall.late tlie
applicability of innovative energy systemsto typical buildingsIn
the District.
Housing renovation projects. a key element of the plan, can be
assisted by a variety of HUD programs. These include Section 8
rehabilitationswhere Hud provides rental assistance to eligible
tenant~. This guarantees an owner a reasonable Income for the
properfy while not requiring the tenant to pay more than 25 per-
cent of his income for housing. HUD's Section 202 program pro-
videsconstructiofl/rehabilitation grants for elderly and congregate
projects. There are many opportunities to create Innovative
COf'lgregateliving situations which would address the different
levels of medical care and attention which are needed. The
District, already a unique laboratory of gerontology by its own
momentum, could become a model for serving the health and
living needs of its retired citizens. Other HUD involvementcould
include mortgage Insurance under the Section 221ci,:4} program
for market-rate apartments, whether ne-N or rehabilitated.
Jse opportunity for year-
ts or condominiums.
Other housing subsidies might be available from the State of
Florida,through departments which support community develop-
ment,elderly and human services or the State's HousingFinance
Agency.
A limited amount of funding for preservation projects in National
Register Di~tricts is provided by the Department of Interior Heri-
tage Conservationand RecreationService.(HCRS).These50 per-
cent matching grants can be used for rehabilitation activities
which comply with the "Secretary of the Interior's Standards for
Rehabilitation.''
HCRSalso offers grants for acquisition and development of out-
door recreationfacilitiesby state agenciesand local governments.
Formerly sponsored by the Bureau of Outdoor Recreation, these
grants could be used for proposals that relate to active uses such
as beachfront amenities at Lummus Park, tennis courts and pray
areas at Flamingo Park and adjacerrt to school properties. The
oew 16th Street fishing pier would also be appropriate for this
funding.
For these public sector development techniques, as well as tor
offers a peaceful setting those that followfor the private sector, the District TaskForce and
Upper Col Iins Avenue hotels await renovation as quality tour- District Managerare essentialto coordinate these many opportu·
ist hotels. nities and are vital to !tie Implementationof the Action Plan.
,
PRIVA T E SECTOR
Private. sector activities will be achieved through a variety of
traditional and innovativefinancial arrangements. This WIiiinclude
development projects where an indivldualor corporation negoti·
ates financing through conventional bank mortgages. It will also
require cooperative efforts by merchants or hotel owners through
newly established, non-profit DevelopmentCorJX)rations . These
Corporations could sponsor promotional campaigns and design
workshopswhich would encourageowners to upgradetheir prop-
erties. Many of the funding programs describedas public sector
mechanismsare alsoapplicable as assistanceto Individualowners.
A mortgage pool, ii not established by the City itself, should be
created by the local banking community to provide less-than-
market interest rates for rooabllitatlonactivitieswithin the District.
Size and types of eligible projects could be defined by the banks,
but might concentrate on hotels an<! housing in the Ocean
Drive/CollinsAvenuearea.
Another tool is Transfer of Development Rights. This tectlnique
refers to the additionaldevelopmentrights forfeited when a build·
ing is rehabilitated instead of being replaced by a new buildingof
greater size. These additional development rights may be trans-
ferred to other parcels to allow a building larger than pennitted by
1he zoning ordinance in return lor preserving the historic land-
mark. This concep1should be adapted by Miami Beach to permit
larger than usual new addlllons to existing bulldings sucti as
beachfroot hotels,as longas the generalparametersestablished
in the Clly 's adopted Design Guidelinesare maintained.
Bonuses which would allow additional height or density cot11dbe
granted to developersby the City In returnfor accomplishing spec·
lfic preservationand public amenity objectives.An example would
be to allow a larger addition in exchange for preservation of a
major exterior facade or interior space; or for expansive land·
scaplng and pt..blicsealing areas which maintain the continuity of
the streetscape. Pedestrian links to the beachfront might be
anot11er deservingof bonus points.
Substantialtax incentivesare provide-xlfor rehabilitationof income•
producing properties under the Tax Reform Act of 1976. This law
has recently been extended to 1984 and enables owners of
National Register buildings or buildings in National Register Dis-
tricts to amortize rehabilitation costs over live years or to take
accelerated depreciation on the costs of acquisition and rehabili·
talion. All proposed work must be approved by tlie Heritage
Conservation and Recreation Service and conform to the "Secre-
tary of the Interior's Standardsfor Rehabilitation." TheTaxAct also
provides a disincentive for demolitionof buildings within National
Register Distrtcts. The normallyavailableadvantageoustax treat-
63
 ,
ments for any demolition costs are not allowed. Furthermore, the raising can inclUdespecial activit ies within the District such as a
law prohibitsaccelerateddepreciation for any property construct- 'Deco Ball' or an Informal picnic, auction or show insidethe build-
ed in whole or In part on the site of such a demolishedbuildi09. ing. The effort should be broad-based, with emphasis placed on
PRO FORMA ANALYSt ·S
the theater's regional audience base so that contributors can be WAVESHOTEL REHABILITATION
AND ADDrTION
Under provisions of the RevenueAct of 1978,a 10% investment drawn from a larger area.
tax credit is available to owners who rehabilitsitebuik:lingsover 20 PROGRAM:Constructionof 110-room (30 rehab. 80 new) modernhotel
years old for industrial or commercial uses. ShOPSand hotels facWty.Includinga major restauranlilounge{4,000 square feet). Assl..ff'l1es
Another private sector too! for cultural facilities is donations from $40,000 CommunityDevelopmentBIOck.Grant matchinggranl for facade
would qualify but residentialapartments would not. Rehabilitation private foundations or corporations. Whether the corp oration is treatment and transfer or swap of municipalparl<inglot at no cost to
improvements must have a life of five years or more, and work lookingfor a tax deductible donation or is interestedin promoting developer.
must be approved by the Department of Interior. as with tne Tax the project as a valuablecultural asset to the community, support
Reform Act benefits. can be vary important.Often,a corporationwiltagree to matct, 1:1 OEVELOPMENT COSTS
AcquisitionCosts $ 470,000
or 2:1fl'1eamountof privatefunds raised. Thiscommitment can be Construction
Costs• 2,293.800
Reoovations of theatersanddance halls could be completedusing used as a catalyst to generate a higher level of private Non•Construction Costs
a combination of private fund-raising and federal grants. Fund- cootributions. Architect and E~ ineer 183,500
ConstrucUooBond 15,000
O:lnstruclioo Loan Interest 315,000
Pointson Loan 50,000
Insurance and Real Estate Taxes 10,000
Legal andAcoounting 8.000
Other Costs(including ))fe-opening) 25,000
ACTION PLAN Stbtotat 606,500

. .
TheArt Deco District is now jn an excellentposition to,takeadvan- Aolin's Place
Total Development
Costs
INCOME AND EXPENSE ANALYSIS
Roomincome($451night, 70% occupancy)
$3,370,300

$1,264,700
tage of the accelerating interest and commitment to revitalizat~ n Income from Restaurantand Lounge 705.000
Commercial renovation $30.59
of older areas. As the nation's best and most concentrated Total Income $1,969,700
example of Art Deco architecture, the District has generated a In order to capitalize on the growing national interest and aware-
growing appreciationof the periOdand a strong interestin promot- DirectRoomExpense 285,000
ness of older areas and to stimulate anclmaintain Interest of the Direct Restaurant/loung
e Expenses 575.000
ing andenjoying the spirit and features of this·style. private sector, substantialand continued public investmentmust Non-DistributedExpenses' 625,000
be programmedover the first 10years. Throughouttile implemen- Total Expenses $1.485,000
Coordinated development in the District is the highest priority, tation. public improvements will continue to be an Important Net OperatingIncome $ 4'84,700
referring to both rehab!litatioo/preservatlonand new construction strategy for realizing the rebirth of the District. Major street and
activities. Typical construction costs for rehabilitationwere pre- pedestrian improvements on Ocean Drive and lower Collins ECONOMIC VAWE, FINANCING AND NET CASH FLOW
pared during the evaluationof prototypical conversionsas part ol lwenue will be followed by subsequent improvements further EcxlnomicValueat 12 % CapitalizalionRate $4,CKXJ.000
this study. Financial pro fomlas are included in this repon and MortgageAmount (75 % Loan to Value Ratio) 3,000,000
north on Collins. and in the residentialand museumtarget areas. Mortgagea112 ~/4o/etor 30years.constantof 13.04% 391,200
indicate the financial viability of upgrading the buildingsfor both
family and one-two person units. Preliminarycos1summariesfor Net Cash Flow $ 93,500
thesebuildingsare representativeof other buildingsof similarsize Commercial theme malls at EspanolaWay and Lincoln Road Mall EQUITYAND RETURN
and condition: will requirepublic improvements,as will the 16thStreet fishingpier Gross EquityRequired $ 370,300
and eventua!lythe\anity Faircomplex. In all, a totalof $32,800,000 CDBGFacadeGrant 40,000
Cost per in public improvementsis estimatedovera phasedten-year period.
The Waves sq. ft. Net Equity Required $ 330,300
Return on Equity 28.3%
SchemeA-upgrading , 50 hotel rooms $40.66
Scheme a-renovation and addition. $34.65 Giventhe high costs of development,a realistic ten-year phasing DEVELOPER'S PROFIT INCENTIVE FROM TAX REFORMACT
110hotel rooms strategy is proposed.Thisphasingstrategyis basedon the needto $925,000X 30% $ 277,000
HabanaHotel use lnltialcapita! grants as a means to leverageprivate investment All items in 1980coostan! oollars
Scheme A-24 familyunits $38.87 and additionalfederal commitments for later phases. In addition, ' Costs providedby Marks-Selderi Construction Company
Scheme 8-57 congregate elderly $40.77 two primary concerns are addressed:1)the desire to capture the 1 Includes administrative,maMgement fee. heat and power. repair and
growing international tourist market; and :2)the need to provjde maintenance. adVertlslng,laundry, retail. real estate taxes. insurance
Meridian/10thStreet adequate and affordable housing and services for the District 's and reserves. ·
Scheme A-16 elderly units $23.23 existing population . These two concerns are not In conflict. The Source: Hamm8f,Siler,George Associates
Scheme B- 7 townhouseunits $24.35 phasingplan gives equal attention from the outset and avoidsdis-
♦

64
 I
placement or disorientationfrom the social fabric and community should carefully evaluate accomplishments to dale, how they
networks which now exist. have respondedto the initial goals and objectives, and what the
ADDffiON District's population now perceives as the direction for future
A key assumptionbased on evaluat!onof revitalizationprojects in growth.
Or~OO new)modern hotel other cities across the nation. is that creation of a pleasant env1·
·(4,000squarefeet).Assumes ronmer1t and attractive living accommodations Is primary, General Impact image-makers during the first six months can be
'a11Imatchinggrant for facade especially in vacation and resort communities. People wlUnot establishedby the City or MDPL without major cost. Theseitems
lpal parking lot at no c06t to come to visit ifthe surroundingarea is visuallydeteriorated.Nor do coold include flags and banners at the entries to the District, an
tourists want to stay in hotels which are crowded ar1dold-faSh· information center at a prominent location, and mounted render-
ioned, or do not have the standard amenities of coffee and ingsof variousaspects of the plan adjacent to siteswhere theywill
$ 470,000 sundriesshops they expect. The point must be emphasized.that If be built. or insidehotellobbies.TheseItems.as well as good media
2,293,800 living "ccommodations are attractive. people will come. With a coverage and plenty of promotional activity by the Chamber of
ready market and captive audience at hand, commercial Commerce and other groups would help to create a forceful new
183,500 activities, such as restaurants. health spas and boutiques, will
. 15,000 image and let-people know tnat plans are really underway.A Ois·
spring up to supJX)rtand profit frnm this new clientele. tricl newsletterwould maintainawarenessof issuesand progress.
315,000
50,000
10,000 The phasing strategy outlined below Is proposed as a working
Other City actions should include a population and social needs
8,000 model. Inherent in this approach Is a flexibility which would allow
study based on the impending availability of 1960 Census data.
25,000 individual development projects to occur earlier as developers
Careful evaluation of economic, social and demographic trends
606,500 express interest or pLiJllc monies become available. This Initial
demonstrated by this data shOuldbe Incorporated Into all future
$3,370,300 strategy covers the ten-year period. After five yea.rs, the City
planning for the District.
s
$1,264,700 A traffic study of the District should be completed as a means to
705,000 analyze current traffic levels, problem areas, and pedestrian/
$1,969,700 vehlcUlarincompatibilities.This study would also serve as a basis
for designingthe tram-line and capturingfundingfor both detailed
285.000 design and implementationof the facility.
575,000
625,000
The Ocean Drive, Collins lwenue, Washington Street area will
$1,485,000
$ 484,700
serve as the "Critical Mass" necessary as the first step of revitali-
zation. The initial six-month period of planning and organization
,NDNETCASH FLOW should also include sollcltatlon of federal grants to commit for
$4,000,000 Phaseslb and II. During these two phases, major commitments
)) 3,000,000 must be made from both the public and private sectors. Ideally,a
of 13.04 % 391,200 UOAGgrant from HUD could be used for much of the initial Ocean
$ 93,500 Drive scope-both public improvementsand hotel renovations-
and for developmentsites on tower CollinsAvenue,which will have
$ 370,300 commercial usesat grade with hotel or housingabove. Fundingfor
40,000 public improvements at the Fifth Street Gateway and in other
$ 330,300 areas later on could be coordinatedwith the tram-line and possibly
28.3¾ funded as part of an UMTAgrant for the transit system.
: FROM TAX REFORM ACT An i~rtant emphasisof this critical mass development is for the
$ 277,000 TARGETAREAII ---------J City to conduct an aggressivecampaign to encourage developers
,ctionCompany
TARGETAREADI
TARGET
AREAIV
-----------------=~§ to 1.111dertake
rehabilitationand compatible new construction for
mixed residentlalfoommercial uses on Identified devetopment
. !, heat andpower,repairarid
sites. Funding must be secured from HUD for housing and serv•
, real estatetaxes,insurance TARGET
AREA
V __________ '---~-----.J
,._"'_1v_;_r
w'
ices In this area and further west ·In the residential area. This
0 C £ A /f neighborhoodshould be made into an area of safe and affordable
ates
housingfor the District residents,close to the beach and to neigh-
borhood services and shopping. Existing communal supp:,rt
nctwor1<sshould be reinforced with lrnpro11emen1s and outdoor
amenities that enhance the desirability tor retirees 10 live in this
area.
Phase11will continuethe critical mass developmentIn 1heOcean
Drive area, while also continuing a program of facade rehabilita
tion grants in the District's commercial areas The Lincoln Road
66
outdoor sculpture gallery will be developed to promote the Art
Deco theme of the mall. Continued planning for VanityFair will
entail preparationof deSlgnguide~nesand requestslor develop-
ment proposals.
The 23rd Streetsection ot the Museum Area is a weak edge of the
District and a prime locationfor newdevelopment.Thiscould pro-
ceedas soonas developmentproposalsare put forwardby theCity.
Phase Ill during year 3 will involvecontinuation and expansionof
projects started earlier. Major projects initiated in this phase w,11
include the street improvements for Lincoln Roadand Espanola
Way. From here. bath areas shoutd be able to grow under the
guidance of their merchants' organizations.VanityFair could con·
celvably be ready to go into construction by the end of PhaseIll.
The City could also initiate the fishing pier as a recreational/
opeo · space amenity.

1Unuation and expansionof
s initiated In this phase will
Jncoln Road and Espanola
,e able to grow under the
tions. VanityFair could coo·
ionby the end of PhaseIll.
1g pier as a recreational(
!:
PhasesIV and V will extendand further developall of the previous
efforts.·BythiStime, ttie District's vitality will be stronglyrenewed,
and there will be less need for catalytic public funding. Private
developmentwill continue in all target areas. weedingout weaker
usesand replacingthem with more stable uses. Residentialreha-
bllitatlonswill continueto service the existing POPUlallon needs,
and the important balance between resident and tourist can be
maintainedthroughoutimplementationof the Plan.
•
IMPACT
The impact of this plan will become evident within the first year of
implementation.As developmentproceeds. by the public and pri-
vatesectors, the effects will be even more substantial and more
dramatic. There are three principal areas of Impact These relate
to the liabillties identified earlier and to the goals and objectives
establishedto convert these liabilitiesinto assets. Theseareas of
Impact are; physical, economic and social.
, PHYS I CAL IMPACT
First and foremost, the Preservation and Development Plan will
restore the natural environmentof this significant barrier island.
The landscape will become a dominate feature of the scenery.
Lush tropical gardens and parklands will again abound. Ocean
breezes will rustle the leaves as people promenade along the
restoredbeachfront. enjoyingthe picturesqueviews of ocean and
streetscape.Tropfcalparadiseimagerywill renew the islandwith a
distiJlCtsense of a faraway place.
Therich architectural heritage unique to the District wHIbe a focus
and highlight of the scenery. Deco and Mediterranean Revival
architecture wm be preserved and brought baci<to their former
grandeur. Inappropriate renovations will be replaced by more
sympathetic tr@atments,and new infill structures will enhance
their historic neighborswith complimentary forms and materials.
New design will express the continued growth and progressive
outlookof the District, and the lntenningling of new and old will
stimulate an awarenessof regeneration.
Tt\e quality of fife will be dramatically improved through the crea-
tion of a pedestrian~orien t ed environment. In contrast to "single·
event'' tourist experiences, such as a stay at one of the major
hotels to the North, visitors to the District will become fully
emerged In a neighborhoodsetting. This setting will be unique. a
trip back in time to the 1930's,when life appeared less complex,
and perhapseasier to escape. Themewill predominate. not only in
the visualappearanceof the buildingsbut Instreet improvements,
such as UgMlng lixtures. paving patterns and park benches.
Altogether, as a place to Uveor visit, the District will be pleasant
andcomfortable, a world of its own.
ECONOMIC IMPACT
The economic impacts created as a result of upgrading and revi•
tallzlng the Art Deco District are both "direct" and "indirect", in
terms of benefits for the economy or Miami Beach. The
revitalizationprocess, which will extendover a period of time. will
penetrate in the first Instance hundreds of construction Industry
Jobs for area residents. And, as each revitalized project is
completed, numerous permanent jobs or various categories and
ciassif!catlonswill be generated.These new permanent Jobswill
,
0 F THE PLAN
inciudea numberof managerialandactninistratlvepositionsin the
hotel, retail and apartmerit service industries,many semi-skilled
and unskmedpasitions(especially in the hotel field), retail clerks
and other service workers. Many of these positionswill be til!edby
Miami Beach residents.
The revitalizationof buildingsand entire blockswithin the District
will result in improved commercial lacllltles arld housing
resources. This in turn, will increase property valuations and
generate correspondingincreases in real estate tax revenuesfor
the aty of Miami Beach.
A natiollal case study of urban revitalizationimpacts of preserva-
tion in historicdistricts, was preparedfor the NationalAdvisoryon
Historic Preservationin 1979.TheContributionof HistoricPreser-
vation to Urban Revitalizationrevealed considerable economic
impact resultingfrom !he physicalimprovements.The study ana•
lyzed impacts over long periodsof time (3 to 15years) In historic
districts in Alexandria, Galveston,Savannahand Seattle with the
following conclusions :
1. The Increase In retail sales ranged from 25 percent to 125
percent:
2. Theincrease in property tax value rangedfrom 11percent to 43
percent;
3. The increase in property tax revenuegenerated ranged from
nine percent to 49 percent;
4 . There wasa substantialdecrease Ill crime;
5. Public revitalizatiol'Iefforts resultedIn private investmentin the
areas ranging from $4 million to $80 million.
The revitalizationof the Art Deco District can be expected 1o gen-
erate these volumesof impacts as well as be a factor in increased
tourism and visitation to the City with the resultantincrease in out·
of-town expendituresintroduced into the local ecoriomy.
As a result of increased tourism and visitation encouragedby the
upgradingof hotel resources,MiamiBeachwill obtain greater rev-
enues from the hotel room tax (more tourists/increased occu-
pancy)and sales taxes (increasedtourist expenditures).
The Influxof many thousands of additional tourists, conventkm
delegates and other visitors resulting from an improvement in
Miami Beach's reputationas a major resort and recreationalptay•
ground will ge~rate millions of additional dollars to be l)llll)e(I
intothe local economyannually.ThesedollarsrepresentIncreased
expendituresIn local private restaurants,retail outlets, entertain-
ment facilities and other establishments.
 , .

These expenditures will have a "multiplier effect"; that is, every

new dollar expended will generate between 2.5 and 3.0 times that
amount in associated expenditures. Infusionof these new dollars
economywillgenerate moreconstruction, additionaljobs.
intot11e
greater spending by shop owners and emplOyees,etc.

SOCIAL IMPACT
The District will be a better place to live,a better place to visit and a
more supportive social environment. Many of the development
strategies focus on the District's current resident population and
will directly improve their living conditions. Housing stock will be
Improvedand madesaferfor elderly residents.Congregate hous-
ing will respond to the various levels of medical and communal
support care which the residents require. Neighborhoodsettings
will reinforce existing networks amongresidentsand help them to
continue to function independently.

As tourists and younger familiesincrease among the population,

the Planwill accommodate these groupsin terms of housing,rec-
reational and commercial needs ill a way which is harmonili>us
with the lifestylesof the older population.The pedestriap world of
the tourist is equallywell-suitedto the residents. The lif~tyles 4nd
culture of the residents will be mixed with those of the tourisf, al.I
within the informal stref:ltscape and friendly atmosphere whicn Public Improvements will enhance the qualtty of llfe for residents and visitors.
has continued to attract people to Miami Beach and which by its
relaxed, informal character fosters this sense of community.As
physical,social and economic activities increase, an Increasein
community pride will be generated. Street crime, which has accel•
erated recently, should subside in the dire<::tproportion to new
pride and activity in the District.

Revived cultural and commercial centers will stimulate the cul-

tural environment for residents and visitors alike. Cottage Indus·
tries can be created to revive many of the dying arts of sewing,
stitchery andtailoring in which the residentsare well-versed. This
would havethe doublebenefitof providingmeaningfulactivityfor
residentsand training a new generationsin thesecrafts. Therewill
be more to do, more to see and in general, the District will be a
more exctting place to be.

Miami Beach will recapture Its Imageas a unique social commu-

nity as a direct result of this Preservationand Development Plan.
The social impact is crltfcally dependenton the physical and eco-
nomic mpacts. The Plan has been prepared with a sensitive
awarenessto the social needsand concerns of residentsand visl•
tors. The significant social components of Miami Beach: the
elderly, the recent La1in immigrants and the tourists. can be
accommodated wtthin the Plan and indeed will contribute to the
revitalizationof this unique environment. · ·
•
 CONCLUSION
The Preservation and Development Plan presented in this study
contains fresh and exciting elements which can assist the City of
Miami Beach and its Art Deco District in resuming their role as one
,icipal Revenues of the natior1's foremost resort communities .

Due to a resurgent tourist industry in South Florida, the Plan sub-

r
1.
stantiates the Potential both to regenerate tourism in the District
and to expand housing opportunities and services which create a
better envlronment for the population of retired citizens.
,i
·.~
1
The Plan supports existing community resources and t>uilds upon
them . The Plan does not propose to alter traffic patterns, does not
displace residents nor demolish significant buildings . A strong
case is made for co-existence among tomists and residents.

The preservatioo of the New Yorker Hotel must be assured, and

the pattern of unnecessary demolition halted once and for all. The
feasibflity of reuse development has bee11 demonstrated by proto-
)ualityof lire
typical studies and those are included . Morecreative ownership
techniques for existing residential buildings are needed to insure
an abundant housing stock for the elderly. Development incentives,
bonuses or tax relief shQuld be encouraged for development proJ•
acts which include rehabilitation of existing buildings or which
reinvest profits from certain market ventures in District structures.

Major programs proposed for vanity Fairand Ocean Drive are cru-
cial for rebirth of the toorfst Industry and for support of the residential
community. Opportunities for new development can be integrated
with the District's existing character. and at least thrrty locations
have been Identified as starting points where new work can pre -
serve and enhance the architectural heritage of the District.

But the development community, now rigorously engaged in

demolitioo and Intrusive new construction, must not be expected
to bear the burden of altering course alone. A partnership of
purpose must be established wrth the l)tlblic sector, the City of
Miami Beach, from which creative leadership and vigorous
marketing are essential lo promote projects which support the
goals of this Plan.

Miami Beach is at the crossroads of decision-making. It must

determine whether to take the lead In a dynamic program thal will
retain and preserve Its unique built environment, while guiding
compatible new development. The alternative is further erosion of
its fabric and the loss of its major resources, producing a totally
faceless and sterile environment.

The challenge and oppoJtunity presented in the Plan for Miami

Beach can once again make the Art Deco District a major attrac-
tion and crea1e the foundation of a significant luture.
 ,
C R E D T S
..,

P H- 0 T O ~ R- A P H Cheney, Sheldon and Martha C. Sheldon. Art and the Machirit. York,--
PA: Whittlesey House. 1936. (p. II)
Allphotographs 1(1 this report were taken by Robert E. Chis!x>lm Kirstein.Lincoln. Thexu /p{vre of ElieNodelrnan
. New York: The
,
AIA, except as noted below. Museum of Modem Art, 1948.(p. 4SR)
McCllnt9n,KatherineM. ArtDeco. A Gurdefor Collectors.New Yor k:
.AJex Macl ean/landslides, pp. 3L/R. 12R. 13TtBL. 15BL.25TR. )3l. Charles N. Potte r loc., 1972 (pp. 10, ◄SL)
3-'IT
. 38l. 46R.49, 58T.63B Robinson. Cervin and RosemarieH. Blelter. SkyscraperSty4e : Art Deco
Romer Collection, M,ami•DadePublicLibrary. pp. 4TL/Bl. 6T/L New York.New York: Oxford UniversityPress. 1975. (p. 11)
Collectionof Seth H. Bramron, pp. 4TC/BR, 5, 7T Wright. Frank Lloyd. ,"1odemkdll(ecture. Princeton: Princeton
~iated PhOtographers.Miami, p . 4TR University Press. 1931. (p. 11)
Matlack Collection, Historical fu S<Xiatiorl of Sou~ m Flotida,
pp. 6BR,78 . 42T,45C
Miami DesignPreservation League. pp. 8Tl. 11Bl . 26C. 27T. 53TL GRAPHICS
David 1-KMni nsky.pp. 8C/R. 9BR. 13R. 148, 33C. 53TCJC/R, 62B
Andrew Cap1tman.pp. IOC.62T E1<cept (or itffT1s noted below, all graphicsand architecturalrenderings
Walter Smalling,Jr., pp . 14T, 15TR.26T. 38R. 52C. 53BL • , were prep ared by AnclersonN:>tter FinegoldInc.
MimiViita, pp. ISTL, 17Bl, 21B, 22T, 41. 45T. 52T/R # " South Shore Developer;, he., p. 24T
Anthony C Pl;\tt, p. 2 18 . , Venturi, Rauchand Scott Brown. p. 248
Sandra C. Howell, pp. 226, 23
Wallace McHarg Roberts and Todd, p. 25Tl
Nina Primm, p. 42L/BR
WasoingtonStocage Company. p. 63T
S PECIAL APPRECIATION
Photographs reprinted from ear~er publications ap~ar on pages 10. The Consultants wish to express specialappreciation to all v,ho pro•
II, 33R. 45UR and 46T. Sou'ces for these views are noted l.,elow. vided research data. irlorrnatioo and assistancev,t,idl wasinvaluable to
Barr. Alfred H., Jr., Cubismandrbsrroct Art. New York:The Museum the completion of this study. ParticlAa
r thanks arc givento the following:
of Modem Art , 1936. (p. 10) • Aristides J.Millas. ASSOCJa
te ProfeS50I'University
. of Miami
Bayer,Herbert, Walter Gropius and lse Gropius Bnuhous /9 19-1928. • Oiaoe W. Camber. ActingDirector, BassMuseumof Art
Boston: CharlesT. Branford Co. , 1952.(p. 10) • Robert M. Baker,Southeastern Regional Director. Hef'itage
81.Jreau·of Government Research. New Orleans. Pion ond Program (or Conservation and Recreation Service
the Pres.ervction
of tt'.e V,euxCorre. 1968.(pp . 33R. 46T) • David C. Jam~ . Office, of Public and Private Partnerships.
B-.JSh. Donaldj. The Suear,rlinalDecode.New York . 8raZJllet Co ., U.S. Department of Housmgand Urban Deve.'opment
1975.(p. I I) • A0 DCO. The Art Deco Developme nt Corporat ion

•
 r I

·"

l
This report was prepared by:
ANDERSONNOTTERFrNEGOLDINC.
Architects and Preservation Planners
Maurice N. Finegold.A/A, Principal-in-Chrge
a
Paulj. McGioley.Project Manager and PrincipalPlanner
MimiVoita.AIA, Project Architect
, Margo 8. Webber. Avthor, Report Prod\lction
, Nina Primm. Gram,: ~ner
~

#
-
,; Anthony C. Platt, Renderer
~ MichaelR Davis,Renderer

LEMUEL RAMOS,AIA, ASSOCIATES

I Architects/Planners / Interiors
Robert E. Chisholm. Principal

HAMMER,SILERGEORGEASSOCIATES
EconomicsConsultants
t George ~ngler, Project Manager

SANDRAC. HOWELL. Ph.D.

Consultant on the Aging

Typesettins: Serif& Sans, Inc.

Printing: Nimrod Press

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ANDERSON NOTTER FINEGOLOINC ARCHrl[CTS AND PRESrRVATION
PLANNEl'.t
I.