FM Sept 04_PDF.qxd - Orlando Chamber of Commerce

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TOURISM, TRADE & TRANSPORTATION Peeper One of 25 Most Influential MeetingNews has named Bill Peeper, President of the Orlando CVB, one of the 25 most influential people in the meetings industry. Each person selected has "clearly influenced, in one way or another, the actions and perceptions of their peers across the industry." Under Peeper's 20-year leadership, the CVB has successfully implemented innovative marketing strategies and services to keep Orlando in demand. New marketing strategies include the creation of two distinct brands —- one for the leisure market — and one for the meetings market, thus raising awareness of all that Orlando has to offer. New services offered to the meetings industry include printing services for mid-sized groups and fee-based research. Hospitality Execs City’s “50 Most Powerful” Orlando magazine named six hospitality industry executives among the 50 most powerful people in Orlando in its July 2004 issue. They include Walt Disney World President Al Weiss (#2), hotelier Harris Rosen (#3), Universal Studios Recreation Group CEO Tom Williams (#12), Loews Hotels Regional Vice President Michael Sansbury (#34), Orlando CVB President Bill Peeper (#39) and The Kessler Enterprises President/CEO Richard Kessler (#49). CVB 2005 Marketing Aggressive, Nimble While Central Florida tourism is back to pre-9/11 levels, the Orlando CVB is looking to the future. For 2005, the CVB is implementing unique marketing strategies that will maintain and even further enhance the area’s reputation as a premiere visitor destination in what has become an increasingly competitive and changing marketplace. The key message, targeting the family and luxury markets as well as the activities-driven market, will focus on educating the consumer that Orlando is a multi-level destination with more to do than the consumer could imagine. “We feel we need to expand our communications through print and broadcast media, and the Internet, to reach all the appropriate audiences at the right time with the right message,” says José Estorino, Senior Vice President of marketing for the Orlando CVB. Namely, the 2005 plan addresses changes in the visitor profile from mostly family-oriented to include a combination of couples, singles and two-plus adults; changes in the consumer’s behavior to being much more savvy in planning, booking and timing; and changes in technology that allow targeted communication, availability of more info and planning tools. The CVB’s strategy is three-fold: 1. Customize the destination message to large groups of people with similar interests vs. reaching different audiences with the same message. 2. Branding of orlandoinfo.com as the number one trusted source for Orlando information and vacation planning 3. Refocusing Message of CVB Consumer Publications — pubs sent out of market to the family and luxury consumers will focus on vacation planning while pubs sent in market to the activities-driven consumers will focus on choices of what to see and do or how to spend their time. New tactics used to implement the strategy will include sustained advertising through a year-round 2004 Summer Campaign a Success The $6.2 million advertising campaign featured seven weeks of newspaper ads in six cities in Florida and Atlanta for a circulation of more than 20 million. The television ads ran in 14 markets for six weeks delivering more than 310 million impressions and featured SeaWorld Orlando and Walt Disney World Resort in different commercials. As a result: ■ The CVB saw increases of Web site traffic during the campaign of more than 50 percent and increases of more than 40 percent for e-commerce. ■ Campaign partners reported booking 38,117 room nights for an economic impact of $19.275 million based on the available reporting from the 35 partners that participated in the newspaper and TV advertising program. CVB Recognized with Five Awards The Orlando CVB was recognized for outstanding marketing programs with five Henry Flagler Awards during the 2004 Governor's Conference on Tourism. The CVB received Flagler Awards for three of the five categories for which it was nominated as a finalist. Flagler Awards received by the CVB: ■ Mixed Media Campaign (winner in this category for fourth consecutive year) — Summer Marketing Campaign ■ Creative Public Relations — hosting Society of American Travel Writers Convention ■ Web Sites — orlandoinfo.com Also nominated as a finalist for: ■ Creative Partnering — Orlando Citrus Parade ■ Resource/Promotional Material-Trade — Latin America Trade Special Sections Presented by VISIT FLORIDA, the Flagler Awards — Florida's statewide hospitality awards program — acknowledge the outstanding tourism marketing achievements of Florida's campaign for magazine advertising, including coop advertising, and using cable networks to reach both the family and luxury markets with the key call to action being orlandoinfo.com. The CVB’s 2005 marketing efforts will generate more than 442 million consumer impressions. The Orlando CVB unveiled its 2005 marketing plan to more than 550 community and industry leaders at its annual marketing luncheon, sponsored by Progress Energy, on Aug. 20 at Orange County Convention Center. Progress Energy was proud sponsor of the CVB’s August Member Luncheon. numerous travel businesses, destinations and attractions. The 2004 Governor's Conference on Tourism was held Aug. 8-10 at the Royal Pacific Resort at Universal Orlando, a Loews Hotel. 32 SEPTEMBER 2004 FM
Metro Orlando Lodging Posts Big Gains Year to date through June, the Metro Orlando occupancy rate has increased 10.8 to 71.6 percent, compared to 64.6 percent during the first half of 2003. Year to date room-night demand was up 15.9 percent compared to the first six months of 2003. The average daily rate during the first half of 2004 was up 3.7 percent from the first half of 2003, to $92.74 from $89.46. While demand posted double-digit gains in five of the first six months of 2004, and posted a year to date increase of 15.9 percent, room-night supply has increased 4.7 percent year to date. The 10.8 percent increase in year to date occupancy is a result of this strong increase in demand relative to supply. Metro Orlando occupancy averaged 71.3 percent in June, up 3.8 percent from 68.7 percent in June 2003. Room-night demand for the month of June was up 7.9 percent compared to June of last year. The average daily rate during June was $83.38, up 4.2 percent from $79.99 during June of last year. Prior to 2004, room-night demand had declined during the first half of the past three years: ■ 2001 — compared to the prior year, room night demand was down 3.7 Convention Center Service Tops — Again The Orange County Convention Center (OCCC) has once again been recognized for the convention industry's 2004 Inner Circle Award. This is the Convention Center’s fifth consecutive year winning this award. The award is for meeting service excellence to the association meetings marketplace. “Obviously we are just as honored for the fifth award as we were for the first,” says Tom Ackert, Executive Director of OCCC. “This award really speaks volumes about the ongoing effort all the OCCC employee's put percent during the first half of 2001 due to the weakening economy ■ 2002 — still feeling the effects of a weak economy and the aftermath of the September 11, 2001 terrorist attacks, room night demand during the first half of 2002 was down 2.4 percent from 2001 levels ■ 2003 — due in large part to the build-up and eventual outbreak of war in Iraq, room night demand during the first half of 2003 was 4.3 percent below 2002 levels The cumulative effect of 2001, 2002 and 2003 was that demand during the first half of 2003 was 10.1 percent lower 15,000,000 14,500,000 14,000,000 13,500,000 13,000,000 12,500,000 12,000,000 11,500,000 forth to satisfy our customers. We take pride in making our facility the best in its class.” The Inner Circle Award is based on quality of the exhibit and meeting space, staff service, ease of dealing with local labor, catering services and technical support. The Orange County Convention Center was one of only 10 convention facilities to be internationally recognized as an award winner. Winners are officially recognized with an announcement in the August 2004 issue of Association Meetings magazine. Orlando/Orange County CVB, Inc. Corporate Partners than the high-water mark set during the first half of 2000. However, the increase in room night demand during 2004 was so strong (15.9 percent) that it reversed the three years of declines and was 4.1 percent above the first half of 2000. The strong performance of Orlando's hotel and motel industry is also seen in Orange County's tourist development tax collections. Collections for the month of June were 20.1 percent higher than last year, and marked the eleventh consecutive month collections have exceeded prior year levels, dating back to the start of the industry's recovery during the second half of 2003. Source: Orange County Convention Center UCF Hospitality School Recognized for Student Involvement The University of Central Florida Rosen School of Hospitality Management Professional Convention Management Association (PCMA) Student Chapter has been selected as the PCMA Student Chapter of the Year. PCMA provides the meetings industry with the skills and knowledge necessary to facilitate adult learning through self-study courses, workshops and seminars, reference materials, and distance learning programs. The chapter will receive a check in the amount of $1,000 from the PCMA Education Foundation. Led by Dr. Deborah Breiter, professor, convention & conference management at the UCF's Rosen School of Hospitality Management, the 24-member chapter was chosen on the basis of its activities on campus and in the community. As part of its award submission, the UCF PCMA Student Chapter submitted a scrapbook detailing the 2003/2004 school year and its activities, which included assistance at events at the Orange County Convention Center, networking events in Orlando with hospitality industry professionals, and more. In addition to hospitality industry-related events, the Chapter was also very active in the community by holding food and toy drives for local charities and raising funds for the pediatric emergency department of a local hospital. Congratulations to the University of Central Florida PCMA Student Chapter! FM SEPTEMBER 2004 33
Page 1: Volume 7, Number 9 SEPT 2004 A Hip
Page 4 and 5: UPFRONT World-Class Partnership Cen
Page 6: BUSINESS & TECHNOLOGY THE LATEST NE
Page 9 and 10: The Human Relations Doctor Dr. Mimi
Page 12 and 13: BUSINESS & TECHNOLOGY Better Covere
Page 14: BUSINESS & TECHNOLOGY Because labor
Page 17 and 18: Good Credit Equals Good Business Ho
Page 22 and 23: COVER STORY Rhythm & Flow Lounge in
Page 24 and 25: LEADERSHIP & EDUCATION EVERY COMMUN
Page 26 and 27: LEADERSHIP & EDUCATION Putting Drea
Page 30: TOURISM, TRADE & TRANSPORTATION THE
Page 35 and 36: Economic “M-Powerment” Financia
Page 37 and 38: MEMBERSHIP WELCOME JULY’S NEW MEM

FM Sept 04_PDF.qxd - Orlando Chamber of Commerce

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