City of Miami Gardens

Preparing for the big game


As a relatively new city, the City of Miami Gardens faces an uphill battle competing as a submarket in Greater Miami while progressively promoting investment opportunities. The city’s own image is another challenge, but the opportunities exist to position Miami Gardens as live, work, play city and not just as a passthrough community where fans only come to enjoy a Miami Dolphins game at Hard Rock Stadium.

Miami Gardens seized the opportunity to leverage the economic impact that Super Bowl 2020 would have being played in its backyard and to use that as an opportunity to recreate its narrative as the next frontier to attract big box newcomers to South Florida, including Top Golf, WaWa, and Waffle House, among others.


We knew that the city had an identity issue and needed to be put on the map.

The Execution

We were retained to reframe the city’s image, and the highlight of our work is that Blueprint secured a 30min segment of the city on the Travel Channel.

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Reframing the narrative

In addition to securing the city’s big national PR moment, a first for the city, we also seized the opportunity to strengthen the city’s entertainment overlay when we produced the city’s Wine & Food festival from start to finish including marketing, vendors, sponsorship, design, and production.

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