The Real Deal Miami

Could Coral Gables lose the rights to Miracle Mile name?

Owner of Las Vegas shops wants to trademark the moniker

Miracle Mile (Credit: Marc Averette)

The city of Coral Gables is now looking at trademarking the city’s “jewel,” Miracle Mile.

Now that Illinois-based Institutional Mall Investors is applying to trademark its Miracle Mile Shops in Las Vegas, the City Beautiful wants to protect the popular retail street, according to the Miami Herald.

The street, which is Coral Way from Southwest 37th Avenue to 42nd Avenue, has been known as Miracle Mile since 1947. City attorney Craig Leen told the newspaper that his goal is to trademark the Gables’ use and oppose Institutional Mall Investors to the extent that it infringes on the Gables.

A number of businesses, including bridal stores, restaurants and bars are tenants of the Mile. The downtown Gables street is also in the midst of a multimillion-dollar renovation that has faced a number of delays.

Institutional Mall Investors bought the Miracle Mile Shops, which received the name in 2007, in 2016. An attorney for the owner said she hasn’t heard from Coral Gables about the trademark application.

In 2006, the Gables filed a trademark for the nickname “City Beautiful,” a moniker also used by Orlando. [Miami Herald] – Katherine Kallergis