Across the globe, all eyes have been on South Florida.
While Miami has long been viewed as a diverse mecca for art, culture, cuisine and nightlife, the city and its surrounding areas of Broward and Palm Beach counties have become a global hub for events over recent years. Drawing in the top names in entertainment, hospitality, sports, tech, real estate, fashion and more, South Florida continues to appeal to locals and visitors from various parts of the world.
For decades, events such as the Miami Open, Miami and Fort Lauderdale International Boat Shows, Art Basel and film festivals have collectively drawn in international crowds and played a role in transforming South Florida into the global business, leisure and culture destination it’s become today.
Impressively, South Florida has been able to not only sustain this status but further evolve it. A growing surge in international attention, coupled with the region’s diversity and expansion, have created new PR opportunities for international brands and local businesses alike.
How has South Florida accomplished this?
By recognizing the populations that make it the culturally rich region it is, all while investing in infrastructure and venues. Reimagining stadiums, retail destinations, convention centers and iconic landmarks through a cultural lens has attracted audiences and power players from Latin and South America to Europe, Asia, and beyond.
And, by embracing authentic multicultural storytelling, companies can show up meaningfully and stand out in South Florida’s increasingly global spotlight.
Here are some ways South Florida continues to generate global excitement and curate moments of multicultural pride, ultimately serving as its own PR rep:
Reimagining Venues through a Cultural Lens
Hard Rock Stadium
Hard Rock Stadium, a major investment at the intersection of Miami-Dade and Broward counties, instantly became a hit as the new-and-improved home of the Miami Dolphins, University of Miami Hurricanes and Miami Open – the latter of which draws in athletes, fans and media from all around the world every year.
Leveraging an NFL team and international event which are sources of pride for South Florida, and giving them an impressive new venue that doubles as a hospitality destination, has drawn in more international spectators to the stadium than ever before.
That said, two major cultural moments may be responsible for launching the venue to new heights:
Super Bowl LIV
Recognizing the vast Hispanic population across South Florida, the decision to host Latina mega-stars Shakira and Jennifer Lopez for the Super Bowl LIV’s joint half-time performance was not only intentional, but enormously successful. The show tapped into a sense of cultural pride for South Florida’s largest ethnic population while drawing in audiences and viewers from across the globe, resulting in worldwide media coverage.
Formula 1 Miami Grand Prix
Ever since hosting its first Formula 1 – which has become a top Miami event for celebrities and anyone who wishes to “see and be seen” – the stadium has tapped into a massive international fanbases that spans Latin America, Europe and beyond, much like the Miami Open.
Outside of its elite caliber of events, Hard Rock Stadium has become a foodie destination and “local love” outpost in and of itself, filled with vendors including Broward County-based coffee shop Ella Cafe and iconic South Florida staple, La Carreta Cuban Cuisine. Its transition into a multi-cultural dining destination has created PR opportunities for the venue and local businesses by enticing influencers, media, celebrities and visitors from all over the world.
Inter Miami FC Stadium
In Broward County, the decision to invest in the Inter Miami FC Stadium, which debuted in Fort Lauderdale in 2020, was yet another strategic move that generated excitement and global media coverage for South Florida. David Beckham has been directly involved in the club, which eventually brought in Argentine MLS mega-star Lionel Messi – a step that strengthened the region’s positioning as a world-class destination ahead of the World Cup, which is set to take place at Miami’s Hard Rock Stadium in 2026.
Amerant Bank Arena
And, of course, we’d be remiss not to mention South Florida’s growing popularity among hockey fans, due in large part to the Florida Panthers’ back-to-back Stanley Cup wins. As the Panthers inched closer to national championship success, investments were made in venues like The Federal, a Fort Lauderdale restaurant, ice arena and sports complex, which is now a hot spot for Panthers watch parties (and the team’s practice location). The investment in a hockey-centered destination doesn’t just instill local pride – it speaks to South Florida’s growing Northeastern and Canadian populations.
Fort Lauderdale Convention Center
Recognizing the spike in global events, tourism and business across South Florida, the City of Fort Lauderdale spearheaded a major expansion of its Fort Lauderdale Convention Center, which will eventually add 525,000 square feet of meeting space, making it the largest convention center in Florida. The center will also include an 801-room Omni Fort Lauderdale Hotel and an amenitized waterfront plaza, both of which are slated to attract more conferences and events to the area.
Tourism and business aren’t the only “booms” being felt across South Florida. Real estate is on the rise as the region’s population continues to grow. Located just across the bridge from the upcoming Convention Center, O&G #GoodClient Pier Sixty-Six is one of many residences working to meet the area’s increasing demand.
Beyond Performative Messaging: Honoring History and Cultural Origins
While many of these recent innovations are centered around art, sports and entertainment, some of the most impactful investments in South Florida’s culture scene go much deeper, revealing authentic understanding of – and appreciation for – the people have most influenced South Florida.
Miami Freedom Tower
One recent example of this is Miami Freedom Tower, which recently underwent a $25 million dollar restoration. Once called, “The Ellis Island of the South,” the Miami Freedom Tower is a Cuban American institution through which Cuban migrants passed amid the Cuban Revolution.
The Miami Freedom Tower – once the tallest building in the city – is not only a landmark, but a place that educates, honors, and celebrates.
Celebrating Culture through Retail and Lifestyle Centers
When it comes to retail, South Florida is leading the way with lifestyle destinations encompassing retail, hospitality, art and entertainment. Leveraging the region’s global nature has become a strong PR opportunity for builders and brands looking to appeal to locals and visitors who hail from different parts of the world.
Miami Art Week
For Art Week 2025, O&G #GoodClient Lincoln Road will showcase various large-scale public art installations by artists from Colombia, Brazil, France and more, bringing a multicultural flavor that reflects Miami’s identity as an international, Latin American and Caribbean crossroads. The works will explore themes of identity, coexistence and heritage.
Meanwhile, O&G #GoodClient Dania Pointe has partnered with Hispanic South Florida artists to bring life to its walls, supporting local and minority artists while creating a vibrant atmosphere for guests that reflects the region’s diversity.
Enhanced Connectivity Makes Cultural Experiences More Accessible
The Brightline
Among the most noteworthy projects revealed in South Florida over the past several years is the Brightline, which has made travel across the region easier and more accessible, increasing opportunities for locals and visitors to take advantage of the region’s events and cultural experiences.
The Brightline continues to maximize its impact by leveraging major cultural moments, as well as high-profile events at Miami’s Kaseya Center and Orlando’s theme parks.
Intentional partnerships and influencer activations have also created PR opportunities that have increased the Brightline’s popularity among South Floridians and tourists.
Examples:
- Taylor Swift Sing-A-Long Ride
- Wicked Ride
- Spooky Season
- Florida Panthers Stanley Cup Championship Parade
- Miami Heat Buzzer Beater
The Takeaway:
South Florida isn’t just hosting global events and — it’s driving them, thanks to its strategic investments, innovation and multicultural energy. Embracing this dynamic can help PR professionals turn local campaigns into global moments.