Freddie Peterson, General Manager, Miami Beach Convention Center

Invest: sat down with Freddie Peterson, general manager of Miami Beach Convention Center, to discuss how the venue drives economic impact, anchors major global events, and positions Miami Beach to compete for the next generation of meetings and conventions. “We are built for economic impact,” Peterson said.

How has the Miami Beach Convention Center’s role evolved since the completion of its $640 million renovation, and what is your vision for its future?
At our core, the focus is economic impact. We are built for economic impact. The city of Miami Beach made a significant investment in this facility, and our responsibility is to make sure that investment translates into measurable benefits for tourism, local businesses, and job creation.

In FY25 alone, we welcomed more than 537,000 guests and over 12,000 exhibitors across 143 regional, national, and international events. When you look at the combined effect of attendees, exhibitors, sponsors, and vendors, and then factor in length of stay, the economic impact becomes substantial. Many visitors spend 10 to 12 days in the destination, which has a ripple effect across hotels, restaurants, retail, and transportation.

Another important evolution has been alignment. The city owns the asset, Oak View Group manages the campus, and we work closely with the Greater Miami Convention & Visitors Bureau. That partnership allows us to operate strategically, compete more effectively, and build a calendar that reflects where the industry is headed.

My vision is to continue elevating our global position. We may not be the largest convention center, but our goal is to be among the best in terms of experience, flexibility, and results for our clients and the destination.

What types of conventions, trade shows, and events is the convention center focused on attracting today, and how do you see that mix changing?
Miami Beach allows us to compete across a wide range of business verticals. We currently operate across close to nine, which requires agility but also creates opportunity. Where we are especially focused is on business that delivers strong room nights, strong spending, and long-term value.

Key areas include medical, health and fitness, finance and fintech, education, and corporate meetings. These sectors align closely with Miami’s broader economic growth and attract high-quality, high-impact events.

Looking ahead, the biggest shift will come with the headquarters hotel, Grand Hyatt Miami Beach, slated for late 2027. There are events we simply could not pursue in the past because we lacked an attached hotel. Once that changes, the mix will move toward larger association meetings and higher-demand global events.

Can you share examples that illustrate the economic impact the convention center generates?
Adobe MAX is a strong example. That event alone generated roughly $25 million in economic impact over a 10-day span. Attendees are in-market for multiple days, and the exhibitor and sponsor activity amplifies the effect.

We’ve also seen growth with events like iConnections, which expanded from hotel-based meetings into our campus. Trade shows like Cosmoprof continue to anchor our calendar, and Informa Markets remains our largest customer, with eight to 10 events annually.

Cultural and destination-defining events also matter. Art Week continues to expand beyond Art Basel, the Miami International Boat Show draws global attention, and events like SuperCon demonstrate the diversity of audiences we can serve. On the sports side, we continue to attract international events and carefully support new entrants to the U.S. market.

How do partnerships with hotels, tourism agencies, and local businesses support economic impact?
Economic impact goes beyond hotels and visitor spending, although those are critical. Conventions help diversify the destination’s economy by bringing in business travelers, industry leaders, and investment conversations that extend beyond the event itself.

There is also a workforce component. Major events can require 2,000 to 3,000 part-time workers cycling through the building, in addition to full-time staff. That employment impact is meaningful and often overlooked.

Strong partnerships make this possible. Hotels are essential for room blocks and guest experience. The CVB plays a critical role in destination positioning. Local businesses benefit as spending spreads throughout Miami Beach and Miami-Dade.

What opportunities are shaping the convention center’s competitiveness?
One of our greatest strengths is the city of Miami Beach’s continued investment. Beyond the renovation, the city invests roughly $10 million to $20 million annually to keep the building competitive. We currently have more than 20 capital projects underway, valued at over $30 million. Recent investments include major digital signage upgrades, which enhance value for exhibitors and sponsors, as well as continued improvements in connectivity, redundancy, and technology infrastructure.

We compete globally, not just locally. Our strategy is not about size. It is about delivering a consistently high-quality experience that meets evolving customer expectations.

How do programs like convention CARE connect events with the local community?
Community engagement is a priority. Through our CARE program, we work with event organizers to redirect leftover materials to local nonprofits. Items as simple as office supplies can make a meaningful difference for organizations serving families and individuals in need.

We also report these outcomes back to the city, the CVB, and the client, reinforcing corporate social responsibility and sustainability goals.

In addition, we achieved Certified Autism Center designation by the IBCCES  in 2024. Serving sensory-sensitive guests is an important part of inclusivity, and it reflects our commitment to welcoming diverse audiences into the building.

What developments signal where the convention center and destination are headed next?
In January 2027, we will host PCMA Convening Leaders, bringing more than 5,000 decision-makers and planners to Miami Beach. Events like this create long-term exposure and business opportunities for the destination.

We also have major global events scheduled, including Sibos, which represents the international banking sector and is expected to generate significant economic impact.

The most transformative development is the 800-room Grand Hyatt Miami Beach next door. That $600 million investment unlocks association business we previously could not pursue. Combined with continued district investments in Lincoln Road, cultural venues, and additional hotel rooms, the destination is being built with intention.

When you step back, the alignment of infrastructure, partnerships, and demand puts Miami Beach at a pivotal moment. The convention center plays a central role in that momentum, and the opportunity ahead is significant.