2 min read June 2023 — Anthony Cordo, executive vice president of Visit Lauderdale, sat for an interview with Invest: to talk about how they promote responsible tourism, how diversity contributes to the resilience of the tourism industry within South Florida, and the efforts being made to ensure that Broward County is a destination for “Everyone Under the Sun.”
What have been some major highlights and milestones over the last year for Visit Lauderdale?
Visit Lauderdale’s primary goal is to promote Broward County on a worldwide stage. As a community branding agency, we have the privilege of showcasing everything that makes Broward County an exceptional place to work, live and play. Our new brand campaign, “Everyone Under the Sun” emphasizes our diversity and strengths to the world, which is a big deal for our community in that it puts our inclusive and welcoming destination front and center.
Another significant endeavor is the extensive, $1.3 billion renovation of our Convention Center. While the West Wing is already open after infrastructure upgrades, we are now working on a cosmetic renovation, which includes new carpet and wall colors, to ensure the facility reflects the vibrant spirit of our incredible community. We have an 801-room, headquarter hotel, the Omni Resort also under construction adjacent to the Convention Center, providing convenient accommodations for attendees. Additionally, the eastern building, a green building with solar power infrastructure, is being built to expand the capacity for hosting large events. Our commitment to sustainability is evident throughout the facility with water reduction efforts, the elimination of single-use plastics, and implementing food waste management practices.
Lastly, we are creating a new Plaza in front of the Convention Center. This vibrant space will feature an Amphitheater for entertainment, food truck events, and a 35,000 square-foot air-conditioned tent for additional meeting space. The Convention Center’s strategic location is a win-win for us with its proximity to the Port, and a 10-minute drive to the Fort Lauderdale-Hollywood International Airport with extensive domestic and international connections. This ease-of-access positions Broward County as an ideal destination for meetings and conventions. When all these developments are completed by 2025, our community will have unparalleled opportunities to host meetings on an extraordinary scale, attracting influential leaders and organizations from around the globe.
What are Visit Lauderdale’s core business pillars and how does that shape your overall operations’ strategy?
When we talk about our overarching goal of attracting visitors, we also want to talk about brand exposure. Even if people don’t visit as tourists, we want them to start understanding what Broward County is. And when it comes to tourism — that involves a couple of different lines of business.
The first is leisure tourism, which is a key part of our business. This includes individuals, families, and couples who want to come here and spend their disposable income to have a fun time. They come to enjoy the beaches, nightlife, cuisine experiences, and attractions like the Everglades.
Sports and special events are also key areas for us. We target meeting planners who organize large tournaments and sporting events. We actively sell and promote large-scale concerts and highly attended festivals like Tortuga and Odyssey. This sets us apart as a destination marketing organization, as most don’t aggressively go after this market. We realize that these events not only drive tourism but also enhance the quality of life for our residents.
When it comes to diversity, equity, and inclusion (DEI), we emphasize that we are an “Everyone Under the Sun” destination, with residents from 170 countries, speaking 147 languages, calling Broward County home. We are open and welcoming to everyone, regardless of their race, religion, creed or beliefs. We work hard to break down barriers and ensure that people with disabilities feel welcome by providing the necessary amenities and accessibility options. Broward County as a whole, and this includes our airport, has initiatives like the Sunflower Program to make the entire experience welcoming to all.
In terms of performance, all these pillars are going strong. The past two years saw a tourism boom in Greater Fort Lauderdale and South Florida as a whole. Our hotels were busy, occupancy rates were high, and restaurants were packed. However, now that the world is opening up, and people have more travel options, the industry is normalizing. Yet, South Florida has proven to be a resilient destination. This resilience can be attributed to the diversity of the community, both in terms of its people and businesses. The motto ‘diversify or die’ holds true here, as the region’s ability to adapt and embrace a wide range of industries contributes to its ongoing success. Lastly, this renaissance is not limited to Fort Lauderdale alone but extends to all 31 communities in Broward County. The current cycle of growth and opportunity is undeniably exciting.
What are some programs or initiatives that you have in place to attract people and businesses?
You may be surprised to learn we have fewer incentives than one would imagine, and there’s a reason behind it. Unlike other destinations, we don’t need to offer excessive incentives because our appeal speaks for itself. There is one program, however, that stands out — the “Show Your Badge” program. This brilliant initiative is designed to encourage those who are already attending conventions or sporting events to spend money in the area. The concept behind the program is simple. We want to motivate people to go out, socialize with colleagues, enjoy a few drinks, and have a memorable experience while they are here. This program serves the dual purpose of increasing spending while creating a desire to return in the future, generating positive word-of-mouth.
How does Visit Lauderdale ensure that it plays its part in promoting responsible tourism?
One way we achieve responsible tourism is by being mindful of when we promote our tourism offerings. For example, we don’t market heavily during peak seasons, such as January when hotel occupancy reaches 80-90%. However, during slower periods like September when occupancy drops lower, we actively seek business and aim to stabilize the number of visitors.
Tourism directly affects residents’ taxes. Our low tax rate is possible because tourists come here, spend money, and support local businesses. Tourism is an export and this export benefits us all and contributes to our lower tax burden compared to other states.
Regarding hotels, supply and demand are closely aligned. Over the past few years, we have seen an increase in hotel supply, but that growth in hotel supply is in step with demand in hotel rooms.
What are some partnerships and collaborations that you are particularly excited about?
Our business partnerships are vast and varied, spanning across various industries, showcasing the diversity of our community efforts. They range from physical fitness events and medical industry events to maritime industry conventions. We are also renewing our efforts with the Greater Fort Lauderdale Alliance because we recognize the value of co-marketing to share a similar message.
In addition to external partnerships, we’re fostering collaborations within the community. Our organization actively participates in chamber boards, committees, and other community initiatives to break down the silos that used to exist in Broward County. Strong leadership from various companies, Broward County government, and local municipalities has contributed to this positive shift. And by working together, we create a better place for everyone by uplifting the entire community.
Lastly, these collaborative efforts result in exciting opportunities, such as attracting new businesses to our County. This synergy is also evident in the convention industry, where we leverage our connections to support the sales process. We continue to break down silos, foster collaboration within the community, and experience the positive outcomes of these efforts.
Are there any recently enacted regulations or policies that you’re closely monitoring based on the impact that it’s going to have on the industry?
We maintain a vigilant watch over federal, state, local, and municipal level legislation as we understand that every decision made at these levels can have a significant impact on our community. Our primary focus is on continuously promoting a positive and welcoming message to everyone and concentrating on what we can control. Regardless of any external factors or developments, we want to remind visitors that they can expect a welcoming, and safe experience during their time here.
What is your outlook for Visit Lauderdale and Broward County overall and how does this inform your priorities going forward?
The outlook here is incredibly bright. Geographically, we offer a fantastic package for any industry or experience you’re seeking. One unique aspect that adds to our sunny disposition is the significant investments in the public sector. We are witnessing investments in our Convention Center, airport, and various city infrastructure. These developments contribute to an enhanced quality of life for residents and a better experience for visitors. These developments are just a glimpse of the transformative initiatives taking place.
I’m excited about the vibrant and inclusive nature of Broward County and the new ways we’re branding it. As we continue to promote the “Everyone Under the Sun” brand, we also live it every day with residents speaking over 147 spoken languages and hailing from 170 countries. This incredible diversity showcases the warm and welcoming spirit of Greater Fort Lauderdale.
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