3 min read December 2023 — In an interview with Invest:, Lisa Scott-Founds, president and CEO of Winterfest, Inc., talked about how Winterfest is capitalizing on its growing momentum, especially with its online viewership, the attractiveness of Fort Lauderdale and South Florida as visitor destinations, and the various partnerships Winterfest has in place to ensure the event’s success.
How does Winterfest reflect Fort Lauderdale’s identity, culture and diversity?
Our events are incredibly diverse, attracting a wide range of demographics. We aim to create an inclusive and reflective melting pot of attendees in Greater Fort Lauderdale. Our boat parade, which serves as the centerpiece, showcases a variety of entertainment options. Firstly, we have our corporate sponsors event on Oct. 14. This event pays tribute to our 20-year partnership with the Seminole Hard Rock Hotel & Casino, and we created a Platinum Record Rewind theme to make it a fun and engaging networking opportunity for everyone. Additionally, we collaborate with the Fort Lauderdale International Film Festival to host a joint event in different locations each year. For our upcoming event, we are planning a Great Gatsby Roaring 20s theme, aligning with our 20-year celebration. A major highlight of our celebration is the Family Fun Day, which attracts around 5,000 to 7,000 attendees. This event is completely free and is made possible through our partnerships with Joe DiMaggio Children’s Hospital and Publix. The Museum of Discovery and Science also opens its doors at no charge for the last two hours of the event. Our Black Tie Gala is another significant occasion and it is the largest of its kind in Broward County. We have been partnering with Broadway Across America for the past 14 years, promoting shows coming to Greater Fort Lauderdale.
This year, our gala will embrace the theme “Moulin Rouge” highlighting the Broadway Show at the Broward Center for the Performing Arts. Thus, throughout these events, we collaborate with various sponsors, such as Broward Health and Hotwire Communications. We greatly value our partners, and their support enables us to deliver exceptional experiences. Winterfest is a labor-intensive event, and we are proud to have a dedicated team of volunteers who contribute their time and effort. We work closely with organizations like the Florida Children’s Theater, and the Freedom Waters Foundation to ensure that our events benefit the community. Our mission is to provide a high level of entertainment to everyone, free of charge. We continuously research new technologies, such as underground lighting, to enhance the parade experience. Additionally, we hold a Student Art Contest where children can showcase their creativity by depicting their fantasy boats. Our collaboration with Freedom Waters Foundation focuses on providing underprivileged children and veterans with the opportunity to experience the joys of being on a boat. Our Jr. Captain Program supported by FPL and TWO MEN and a TRUCK gives a child in Broward County representing the services of a Broward County Nonprofit organization the opportunity to be Jr. Captain in the parade. One of our other partners, Amazon, hosts our Santa Showboat with children representing nonprofit organizations onboard.
How are you capitalizing on Winterfest’s growing momentum to secure sustainable growth for the parade looking forward to 2024 and beyond?
Embracing a dynamic mindset and avoiding complacency are crucial to us. We highly value the input and advice of our numerous partners, constantly seeking improvement and embracing what’s new and fresh. Our focus is on growth and remaining attentive to the ever-evolving landscape. To achieve this, we invest approximately $190,000 in creating special boats for the parade, incorporating elements that add a wow factor. For example, we pay tribute to the military with a red, white, and blue salute boat, and we utilize innovative neon designs from the children’s theater. Our aim is to deliver a truly unique and captivating parade experience. While the parade’s origins were rooted in Christmas, it has evolved into a celebration for everyone, encompassing the holiday spirit.
Furthermore, in response to the COVID-19 pandemic, we adapted to the circumstances by establishing an online presence and exploring new possibilities. Although we couldn’t hold the parade in 2020, we found innovative ways to engage our audience. Collaborating with Santa Claus, a vital figure in our parade, we partnered with Visit Lauderdale to create videos showcasing Santa driving his Ford, paddleboarding, practicing yoga on our beautiful beach, and enjoying Broward County. Additionally, we introduced a pet costume contest and witnessed increased interest from people creating DIY decorations. Our focus shifted towards maintaining a fun and vibrant atmosphere, keeping the holiday spirit alive with Santa at the forefront.
To ensure a wider reach, we collaborated with EyeOnSouthFlorida and Visit Lauderdale to film and broadcast the parade. We even experimented with live Q&A sessions, which received positive feedback from viewers around the world, including the Netherlands. We are continually exploring opportunities to expand our reach and enhance our presence. Our goal is to discover the best ways to connect with our audience and consistently deliver a memorable experience.
What is your outlook for Winterfest and Greater Fort Lauderdale for the next two to three years and how does this inform your priorities?
As the population of Broward County continues to grow, we are committed to reaching out and connecting with the expanding community. Many newcomers are unfamiliar with Winterfest, and we are determined to change that. Last year, those who experienced Winterfest for the first time were amazed by its grandeur and magnificence. It is not just a cute boat parade; it is an over-the-top extravaganza, especially at a time when people are seeking uplifting experiences. We highly value our partnerships with nonprofit organizations as they help us spread the word and extend assistance to those in need, particularly children. Our goal is to make our events free and accessible to all.
The significance of our partnerships becomes evident in the monumental and fabulous productions we create. It fills me with immense pride to witness all the hard work behind the scenes come together to deliver an overwhelmingly amazing event. The influx of new residents is remarkable, with many coming from places like New York and New Jersey. The rapid sale of condominiums in the area and ongoing construction highlights the importance of Winterfest and our partnerships.
Winterfest stands out as a unique event, often referred to as “Macy’s on water” due to our television production, which sets us apart from other events. Through our show, we aim to enhance the message and allure of Fort Lauderdale. When people experience freezing temperatures in cities like Chicago, our broadcast inspires them to consider Greater Fort Lauderdale as their next destination. Two commercials promoting this area are part of our one-hour television special – one produced by Visit Lauderdale and the other by our parade’s title sponsor, Seminole Hard Rock Hotel & Casino. We serve as a powerful tool for promoting South Florida as a whole, attracting visitors from all over.
Along with connecting with our visitors, Winterfest has many heartwarming memories with our local community. Many people have become engaged, celebrated anniversaries, or hosted weddings against the backdrop of our event. For instance, Keurig once participated in the parade with a “2.0” themed entry and held a contest for couples to renew their vows onboard their boat. Such creative interactions with corporations add an element of fun to our events and bring smiles to everyone’s faces. It is a joyous endeavor that we take seriously, understanding the importance of creating memorable experiences for all.
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