22 years ago the tragedy of 9/11 shocked the world. Following the attacks, U.S. citizens feared more acts of terrorism every day and tourism levels instantly dropped. Thousands of businesses across the country faced a strong decline in clients and were forced to close, with service industries being the most impacted. In New York alone, over 4,000 restaurants closed as a result.
Restaurant Owner and Entrepreneur Steven Haas was running a corporation named China Grill along with five other restaurants in Miami Beach when the attacks on 9/11 happened. Preceding 9/11, Haas had been serving an average of 600-1000 meals a night. After 9/11 he served 20. This stark contrast motivated Haas to come up with a solution, and as a result, established Miami Spice.
“I had to do something. New York was in serious trouble, Miami was in serious trouble. And I came up with Miami Spice,” Haas said.
Miami Spice is a two-month-long event occurring around Miami and Miami Beach. In this promotional event, restaurants offer set menus that can be bought at a fixed price. This includes $30 three-course lunches and $60 three-course dinners. Many restaurants participate in this promotional event, with near-endless options.
This year, nearly 300 restaurants are participating, in comparison to the original 54 in 2001. The process of applying to be a featured restaurant requires that it be upstanding in the community and has a check average higher than the program. In addition, applicants have had to pay 1000 dollars to participate since the program’s fifth year of operation.
“From the very first year, all the restaurants I got to apply into the program, only two said no…everybody was actually in desperate need to get business. 22 years later, the program is not only successful, it’s the most successful restaurant program in the United States,” Haas said.
Tourists and Local Miamians alike enjoy the program every year, with the opportunity to experience Miami’s versatile cuisine at a discounted price. For Palmetto History Teacher Sayda Sahury-Clasca, Miami spice is an annual tradition she and her family have had for a long time.
“We have been going to my spice restaurants since…a long time. So it happens that my husband’s birthday is in August, and my children’s birthday are in September so we go to celebrate at a spice restaurant,” Sahury-Clasca said.
Sahury-Clasca holds the event close to her heart and has seen a rapid increase in popularity throughout the years.
“It has grown enormously. It has expanded to different regions … and what is great about Miami spice is that it offers decent price meals that would be very expensive on a non-Miami spice,” Sahury-Clasca said
In its 22-year-long history, Miami Spice has flourished and become a staple in Miami. What once used to be the slowest months in the restaurant industry, August and September are now the fifth and sixth busiest months of the year. Miami Spice not only impacted Miami, but the whole country.
“The reason I started it is so different from where it is today. You know being that it was a downturn in the restaurant industry 22 years ago, and to see it now thriving and to see it doing so well where there’s 300 restaurants on the program and they are all successful [with] it,” Haas said.
