Writer: Joshua Andino
2 min read August 2023 — Miami Spice has begun, for the first time offering over 300 restaurants for residents and visitors to choose from. The program has grown considerably in the last 22 years, and seems set to continue this upward trajectory.
Rolando Aedo, COO of the Greater Miami Convention and Visitors Bureau said in an interview with Invest:, “To the surprise of no one, Miami’s hospitality industry, as well as its food and beverage scene, are key economic drivers in a city that’s famous as a destination. Beaches, museums, and a unique Pan-American culture that continues to grow in its international pull, the city’s restaurants, bars, food halls and other watering holes have become multi-billion dollar draws to the city over the last two decades. The Greater Miami Convention and Visitors Bureau’s Miami Spice program has been key in putting the Miami scene on the map while generating robust business opportunities for local vendors.”
According to data from the GMCVB, the region welcomed over 26.5 million visitors throughout 2022, generating over $20.8 billion in spending, an 8% increase from the year prior. An increasing number of visitors cite Miami’s food scene as the reason for their visit. GMCVB figures for 2022 show that gastro-tourism accounted for a consistent 17% and 5% of the reason cited amongst state residents and international overnight travelers, respectively, as the primary reason for coming to Miami – a figure that has grown or held steady over the last few years.
Aedo explained that Miami Spice had begun initially as a recovery program in the wake of the sluggish post-9/11 economy. Its quick success had restaurateurs – and diners – clamoring for an extension, with others around the country quickly taking note of what was happening.
“It’s not surprising, and frankly quite flattering, that Broward started its own version of Miami Spice many years ago. Orlando launched their Magical Dining program after Miami Spice, and there are other examples, all of which we love,” he said. “The fact that Miami Spice has served as a foundation for others to emulate is great, but the mission from day one was to offer tremendous value to consumers and to help restaurants when they needed help the most. Miami Spice has been a savior.”
Today, the promotion runs from the beginning of August until the end of September – typically the industry’s slower months, and has grown from around 30 initial participants to over 300 restaurants across the county. This number even includes caterers who partner with their venues for large groups.
“Miami Spice has made the case that there are great restaurants in every corner of Miami, whether it’s in Hialeah, Little Haiti, or Little Havana. We are blessed to have amazing restaurant offerings. By design, Miami Spice also intended to move people around, residents and visitors alike, so they explore more of Greater Miami, and if they’re visiting, extend their stay. What better way to experience a multifaceted, diverse community than through food?” said Aedo.
That number is likely to grow over the next few years as Miami’s profile continues to rise. Earlier this year, the Michelin guide named its 2023 star recipients, with eleven of Miami’s restaurants catching Bibendum’s eye, and includes the state’s sole 2-star restaurant.
While the program’s three-course meal options provided at a set price may seem like a loss at first glance, especially considering how robust some plates on offer can be, vendors make up for the value through sheer volume, explained Aedo, and has served as a model for other similar programs such as Miami Spa Month.
When asked what was next, Aedo noted that the GMCVB was working on making the industry itself more sustainable and resilient, detailing that the team was working on an internal and external roadmap for the region.
“Restaurants have been so dramatically challenged by everything from supply chain issues, food and labor costs – they’re arguably the most resilient, entrepreneurial group of businesses. It’s a testament to their resilience that we’re able to offer programs like Miami Spice” Aedo said. “Arguably, it’s the biggest restaurant promotion in the country.”
For more information, please visit:
https://www.miamiandbeaches.com/deals/temptations/spice-restaurant-months
