Gone Hollywood

TADD SCHWARTZ, Schwartz Media Strategies

WORK • Thursday Routine

TADD SCHWARTZ • president & founder • Schwartz Media Strategies
Neighborhood you work in: Brickell & West Hollywood
Neighborhood you live in: Coral Gables & Laurel Canyon 

It’s Thursday morning. What’s the scene at your workplace?
I love Thursdays. The weekend vibe is in the air, and as a company, we’re firing on all fronts. We’re in the storytelling business. I run Schwartz Media Strategies, a Miami-based integrated communications and public affairs firm, specializing in media relations, digital media, and content marketing on behalf of clients with a stake in Florida. 

Currently, I’m in Los Angeles, where I have a home and live with my wife Jen and two kids, Siena and Sevi. I spend half my time here, and the other half in Miami. In LA, we live in Laurel Canyon, way up in the hills, so it’s a cool vibe that lends itself to a laidback lifestyle filled with rock 'n roll, coyotes, long hikes, slow runs, cool mornings, and breezy evenings. Today, like most days, I’m in Miami-mode. That means I’ve been up since 5a starting with my morning routine of reading the news, running or hiking around the canyon, and getting the kids fired up for the day.

What’s on the agenda for today? 
We’re working over Zoom on a public referendum that will transform Watson Island, an underutilized destination in Miami. One of our banking clients is about to announce a partnership with a major university. Another client, a real estate developer, is delivering a mixed-use project that will change the face of Downtown Miami. We also have the privilege of doing pro bono work for Lotus House, a homeless shelter for women and children in Miami, and we’re getting ready to open a new building that will be centered around the needs of kids.

Any bar or restaurant plans today, tonight, this weekend?  
When I’m in Miami, my go-to spot is River Oyster Bar on Brickell. The draft beer is always ice cold, the seafood is fresh, and the bar scene is cool with an open air vibe. The owners kept a massive Johnny Cash poster from the original location, which was next to the OG Tobacco Road across the Brickell River. I also love Hillstone in the Gables. I lived and spent a lot of time on South Beach before marriage, and I still love hanging out in the South of Fifth area on the weekends. Joe’s take out, the boardwalk, the beach. That’s my speed.

How about a little leisure or culture?
The Institute of Contemporary Art in the Design District offers the best of Miami’s art scene. I also love the Margulies Warehouse in Wynwood. Both museums put Miami on the cultural map.

I’m gonna get nostalgic. I grew up in Miami in the ’70s and ’80s. The Dolphins and Canes at the Orange Bowl in Little Havana was the best show in sports. When both teams moved to the suburbs in Miramar, the home games lost their mojo. For me, the Heat have taken over the title as Miami’s best sports team. Heat games are a blast. With their stadium on the bay in the heart of downtown, it’s such a great vibe. Miami residents don’t realize just how important it is to have their downtown centrally located on the water. 

Any weekend getaways?
I’m a beach guy, so when I’m in Miami, you can usually find me on South Beach or Hollywood Beach. My wife and I love the Keys. Thanks to my parents, I spent my childhood on trips there. We’ve driven down to Key West many times, and love to escape to Islamorada for a weekend at Casa Morada. Happy hour at Lorelei helps you ease on into the evening with a sunset that drips right off that oceanic cliff.

What was your last great vacation? 
We just got back from Costa Rica. Our client Gencom owns Peninsula Papagayo. Miles and miles of beaches. Our kids said it was the greatest vacation under the sun — a bold statement. Skiing in Colorado (Breckenridge and Beaver Creek) is also up there. We’re easy. Mountains and beaches. That’s where it’s at.

What’s a recent big-ticket purchase you love? 
I just bought a baby blue and white Ford Bronco 1960s Heritage edition. The ultimate beach and canyon cruiser for the family and our labrador, Cali.

What store or service do you always recommend? 
I’ve got a deep record collection — rock, soul, Brit pop, stuff going back to the 1960s to present day. Sweat Records is a killer record store for new vinyl — Lolo Reskin is a local treasure for keeping music on this format relevant and hip. Yesterday and Today Records in South Miami is the spot for original press and vintage vinyl records.