Dolphins launch stadium improvement campaign

MIAMI (WSVN) -- The Miami Dolphins organization launched a massive public relations campaign to get people to support their proposed multimillion-dollar stadium improvement proposal.

The new promotional spots, as well as a new website, follow on the heels of the unveiling of an animated video on Monday that shows what the Sun Life Stadium would look like if it undergoes a $350 million to $400 million facelift.

Television spots with the slogan "When Miami wins, we all win" are already airing on local stations. "World class cities deserve a world class event," a voiceover announcer intones over a barrage of rapidly edited images of Miami.

The website, MiamiFirst.com, features a pledge by Dolphins owner Stephen Ross that he will invest the majority of the money that the campaign raises. A countdown to Super Bowl L is currently located on the website's upper right-hand corner.

"The burden isn't all on me," said Ross during a press conference. "I'm prepared to do what I think is more than what an owner has done in the past," he indicated.

South Florida businessman Norman Braman, however, said that Ross is pulling the wool over the eyes of the public with his pledges and PR campaign. "Somebody who's worth $4.4 billion should pay for these things himself," Braman said.

Braman compares the proposed improvements to the public-private partnership of the new Marlins Stadium, which has been perceived as a PR nightmare.

Ross does have the support of other South Florida entrepreneurs such as the owners of the Fontainebleau, Inter-Continental and Loews hotels. They believe Ross' plan would give a boost to South Florida's economy.

Even though Miami taxpayers will not see a tax increase, the Dolphins are looking to raise the hotel bed tax in mainland Miami-Dade, and they are looking to get more revenue from the state for goods and services sold in the stadium.

While Braman insisted that this issue should be decided by Miami-Dade voters, Ross argues that it's too late for his proposal to be put to a vote because the NFL will be voting on the next Super Bowl city in May.

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