Have you ever visited Miami Beach’s Art Deco Historic District ? Gone people-watching on Ocean Drive? Strolled amongst the architectural delights of South Beach?
If so, you are part of a very large global community! There are over 6 million visitors to Miami Beach each year, and they contribute over $1 billion to the local economy each year.
And if you have not (yet) visited Miami Beach, then you’ve probably viewed it in countless movies and TV shows. After all, “Miami Vice” first aired 40 years ago (ouch!).
But did you know that none of this would have happened without the efforts of a small, dedicated group of change agents?
You see, by the 1960s and 1970s, the now-famous Art Deco buildings (many erected as inexpensive hotel accommodations in the 1930s) were dilapidated and in desperate need of repair.
Some people thought it would be simpler to knock them down and replace them with high-rise hotels and condos.
And they almost succeeded…
I was on vacation in Miami Beach last week. On an architectural walking tour of the Art Deco Historic District, I learned the surprising story of how the developers were foiled and the buildings were saved for our enjoyment today.
It’s an interesting story, and, not surprisingly, there’s a change lesson here!
What we see and enjoy today is the fruit of the Miami Design Preservation League. Founded in 1976 in opposition to the demolition plans, they argued that these buildings were in fact a national asset to be preserved.
It was an uphill battle:
- The old buildings were barely contributing to the local economy, populated as they were by lower-income people and those on fixed incomes and pensions.
- It was an unattractive area. A lack of investment in the buildings over the decades and the rampant crime of the period made the area feel unsafe.
- Many of the residents at the time were Jewish (a legacy of the anti-Semitism of earlier decades), and the banks had redlined the area, refusing to lend to local developers and homeowners.
- Government officials thought that ‘urban renewal’ would result in the demolition of the old buildings and the creation of new hotels and condos. This would surely increase economic activity and property taxes, they thought, more than renovating a group of old buildings.
- Outside developers agreed with them. They were eager to raze the buildings and invest in shiny, new high-rise towers catering to the wealthy.
- The call to preserve these buildings was seen as laughable. After all, they weren’t even old! Few of them were more than 40 years old, and historical sites were expected to be at least 50 years old.
Standing against all this were the volunteers and activists of the Preservation League. They lacked resources. Being new, they had few allies and partners.
But they did have two things going for them.
- They had a powerful vision.
- And they were strategic.
These activists fought. Hard. They lobbied. They cultivated partners. They leveraged influence. They negotiated. They made deals.
And in the end, they prevailed!
The National Register of Historic Places gave them a waiver, recognizing the 1,200 Art Deco buildings in Miami Beach as a significant national cultural asset.
Being such a small group, they did what many change leaders do when they need to persuade a larger group of their cause.
They engaged and mobilized their stakeholders.
- They identified stakeholders in the revitalization of Miami Beach.
- They explored their interests and mapped the sources of their power.
- They developed strategies to win support from sympathetic allies — and weaken the influence of their detractors.
- And they adjusted their tactics as they gained support or faced obstinate opposition (remember the negotiating and deal-making?)
In the end, they succeeded in just three short years.
And now, 45 years later, we can all enjoy the architecture and people-watching that takes place in Miami Beach!
What’s Next?
- Curious about how you can mobilize stakeholders to support your change process? Check out my free Leader’s Guide to Mapping Stakeholders.
Are you interested in more tips and support for leading change?
Sign up for an invitation to the next RCA Change Leaders Roundtable, a 75-minute gathering that I host once a quarter.
Contact me to learn more about how I tailor my proven solutions to address your unique needs, whether for individuals, groups, teams, or entire organizations.