FM Oct 04 PDF - Orlando Chamber of Commerce

Vol. 7, No. 10 OCT 2004
THE
ART OF
ATTENDANCE
Orlando's arts groups join
forces to build audiences and
create a cultural movement.
18
PRSRT STD
U.S. POSTAGE
PAID
ORLANDO, FL
PERMIT #1405

OCTOBER 2004
CONTENTS
Executive Publisher —
Orlando Regional Chamber of Commerce
President & CEO JACOB V. STUART
Executive Vice President ROBERT RECKER
Advisory Board SHELLEY LAUTEN
CYNDI MATZICK
RUTH MUSTIAN
VILMA QUINTANA
KRISTINE VORPAGEL SHIELDS
LISA WINKELBAUER
Publisher — Knight Images Inc.
President & CEO MICHAEL HINN
Vice President—Publishing KEVIN O’NEIL
Editor JACK ROTH
Contributing Editor TRACEY VELT
Contributing Writers JOSÉ DAVID ALVAREZ
SARA BRADY
PAUL DEPALMA
LUIS FERRER
THERESA M. GALLION
MIMI HULL, PH.D.
MIKE KETCHUM
VERNE KOPYTOFF
CATHERINE MCGUINNESS
DOUG PALMER
CONNIE SUE WHITE
ALAN WILLIAMS
TERI YANOVITCH
Creative Director MIKE FORISTALL
Art Director BARBARA GEORGOUDIOU
Production Artist TRICIA HEATH
Production Supervisor NICK GEORGOUDIOU
Production Coordinators JEN MCGRATH
KAREN RAY
Advertising Director MONIQUE RANDALL
Advertising Manager KATRINA RINI
Advertising Manager JACKIE CANDELARIA
FirstMonday is published monthly and prepared by the Orlando
Regional Chamber of Commerce and Knight Images. All copyright
privileges are reserved by the publisher. Any reproduction in whole
or in part without express written consent is strictly prohibited.
FirstMonday welcomes articles, story ideas and feedback. However,
neither the Orlando Regional Chamber of Commerce nor Knight
Images assumes responsibility for the return of unsolicited
manuscripts, photographs, negatives or transparencies.
FOR INFORMATION, PLEASE CONTACT:
KNIGHT IMAGES 130 South Orange Ave
Suite 150
Orlando, Florida 32801
Phone 407-206-1011
Fax 407-206-1019
info@knight-images.com
ORLANDO REGIONAL
CHAMBER OF COMMERCE P.O. Box 1234
Orlando, FL 32802-1234
Phone 407-425-1234
Fax 407-835-2500
firstmonday@orlando.org
ADVERTISING INFO Monique Randall
407-805-0548
mrene@knight-images.com
BUSINESS & TECHNOLOGY
Invasion of the
Identity Snatchers 6
Chamber Member compliance firm helps
organizations protect privacy information.
LEADERSHIP & EDUCATION
Time to Mingle 26
Several Chamber events mark the
month of October.
TOURISM, TRADE
& TRANSPORTATION
A Lesson in Mobility 30
Hurricanes Charley, Frances and Ivan show
what future traffic could be like on a daily basis.
CULTURE & TRENDS
The Bilingual Factor 34
Learning Spanish can help business
owners create opportunities.
MEMBERSHIP
New Members 37
14 26
33
34
COVER STORY
The Art of Attendance 18
Orlando's arts groups join forces to build
audiences and create a cultural movement.
DEPARTMENTS
Upfront ....................................................................4
Calendar ................................................................36
Member Opportunities ........................................38
FM OCTOBER 2004 3

UPFRONT
Building Community More Important Than Ever
“Building Community” has a whole
new meaning for residents, visitors and
businesses across Central Florida since
hurricanes cut paths across Florida.
Each day, we continue to hear stories
of neighbor helping neighbor,
random acts of kindness, and the
dedication of professionals to restore
power, maintain the peace and provide
services essential to everyday life.
No matter what our personal
situations may be, all one
needs to do is pick up the
local newspapers, watch the
evening news on television,
surf the internet or just go out
on the front porch to see
examples of that spirit being
lived each and every day.
Those of us old enough to remember
Hurricane Donna in 1960 have experienced
flashbacks to those weeks of power
saws, mounds of debris on every curb,
neighborhood cookouts to share food
before it spoiled and sleepless nights before
air conditioning became a necessity rather
than a luxury. Even the flooding from the
slow moving storms brings back memories
of when residential developments in
low-lying areas like Westside Manor off
West Colonial Drive, among others, were
virtually under water.
After storms of such magnitude, we
are brought back to the basics — our
families, our health, and our American
Spirit — picking ourselves up, dusting
From left (clockwise): Residents clean up; hurricane damage; storm surge.
ourselves off and starting all over again.
No matter what our personal situations
may be, all one needs to do is pick up the
local newspapers, watch the evening
news on television, surf the internet or
just go out on the front porch to see
examples of that spirit being lived each
and every day, making the most of what
remains and working so that tomorrow
will be a little bit better than it is today.
It’s truly amazing how our center of
focus adjusts in the blink of an eye. The
war continues in Iraq, election campaigns
keep rolling along and, speaking of
American Spirit, did anyone see the 2004
Olympics? No one was more disappointed
than I was to lose power just as the
opening ceremonies of the XXVIII
Olympiad began. This historic gathering
Celebrating 20 Years
of Leadership and Vision
When he accepted the post as President
of the Orlando Regional Chamber of
Commerce in 1984, Jacob V. Stuart
had a clear vision for what would
become the largest pro-business
organization in Florida.
Now accredited by the U. S.
Chamber of Commerce as the only Five
Star Chamber of Commerce in Florida,
and one of only four in the nation, the
Board of Governors, Small Business
Chamber and Leadership Alumni
Boards of Directors, Membership, and
Staff, congratulate Jacob on his 20th
Anniversary — October 1, 2004.
His mantra of Building Community
guides him in all that he does for our
organization, for our family of communities
and for future generations. We thank
him for his dedication, his commitment
and his service to Central Florida.
Congratulations, Jacob!
People wait in line to fill up gas tanks.
at the birthplace of athletic competition
was lost to much of Central Florida, but I
know as we grabbed snippets of replays
and award ceremonies, our pride in the
young men and women representing
their respective countries was steadfast,
as is our current resolve for normalcy.
The cycle of preparing for the worst,
hoping for the best, and then working to
recover has been physically, mentally and
emotionally draining. One can only hope
that we are stronger for it. I can tell you
one thing for sure, riding out the storm as
a 12 year old was much more exhilarating
in 1960 than enduring these recent challenges
as adults responsible for families,
homes and businesses. I have a better idea
now of what our parents faced back then.
If Central Florida and the state are
lucky, the Hurricane Trifecta of 2004 will
now settle into the historic record books
of Hurricane Donna and give us another
44 years without major storms. With that
as our guide, I’ll plan to survive the next
big one right along with you in 2048 at
the ripe old age of 100!
Jacob V. Stuart
President
Orlando Regional Chamber of Commerce
4 OCTOBER 2004 FM

THIS JUST IN
Small Business Disaster Relief
U.S. Small Business Administration ready to help hurricane victims.
As the ill-effects of Hurricanes Charley and
Frances continue to manifest, the U.S. Small Business
Administration (SBA) is lending a helping hand to
businesses and non-profit organizations to help
rebuild and rebound from this disaster.
“We will be swift in our efforts, along with our
partners at the Federal Emergency Management
Agency to help people rebuild their lives,” said
Hector V. Barreto, SBA Administrator. “SBA officials
and loan officers will be in the affected cities and
communities soon to offer help.”
Loans to businesses of all sizes and nonprofit
organizations are available up to $1.5 million to repair
damage to real estate, machinery, equipment and
inventory. Economic Injury Disaster Loans also are
available to small businesses unable to pay bills or
meet operating expenses.
The SBA (www.sba.gov/disaster) offers loans up
to $200,000 to repair disaster-damaged primary
residences. Homeowners and renters are eligible
for loans up to $40,000 to replace personal property
such as furniture and clothing.
Interest rates can be as low as 3.187 percent for
homeowners and renters and 2.9 percent for
businesses with terms up to 30 years.
To be considered for all forms of disaster help,
victims must call the Federal Emergency Management
Agency at 800-621-3362.
Hurricane Charley was the first of several storms to hit Florida in
recent weeks.
Give Help. Get Help.
In the wake of the hurricanes, Central Florida
residents and businesses are in dire need of assistance.
How can you help?
Here are a few community links to assist you:
■ Florida’s Blood Centers
http://floridasbloodcenters.org
■ American Red Cross of Central Florida
http://centralflorida.redcross.org/home.php
■ Heart of Florida United Way 2-1-1
http://hfuw.org/2-1-1-bis.aspx
■ Hands On Orlando
www.handsonorlando.com
■ WKMG Local 6
http://www.local6.com/index.html
■ WFTV Channel 9
http://www.wftv.com/index.html
■ WESH Channel 2
http://www.wesh.com/index.html
■ WDBO AM 580
http://www.580wdbo.com
■ FEMA
http://fema.gov
■ Society for the Prevention of Cruelty to Animals
http://www.ohs-spca.org
Culture Clash Really Culture Communion
By Robert Recker, Publisher, FirstMonday
When adversity strikes a community,
the one positive that usually comes from
it is that the community comes together
to pick up the pieces. Such was the case
with Hurricanes Charley, Frances and
Ivan. The good neighbors of Central
Florida, along with community leaders
and businesses, all came together to
lessen the blows received from these
destructive and costly storms.
While my power and cable were
out, I had the time to actually sit and
absorb some thoughts. And one thing
I realized, besides the fact that I really
missed watching HBO and preseason
football, was that the community
connectivity being demonstrated as a
result of these storms has always been
present in our region.
Even in the absence of tragedy,
Central Floridians tend to work together
to get things done. This was especially
evident when United Arts, the Central
Florida Performing Arts Alliance and the
Orlando/Orange County Convention
and Visitors Bureau joined forces to form
the Cultural Audience Participation
Initiative (See cover story on page 18).
This cohesive plan to increase
participation in the arts and cultural
activities in the Central Florida region
requires teamwork. Many local arts
and culture groups participated in
the research that divulged details on
what they could do to grow audiences,
and these same groups brainstormed
to develop a collective device to
purchase tickets.
Margot Knight, President and
CEO of United Arts, understood the
concept of strength in unity when she
pushed for one central source for all
things cultural. This effort resulted in
a united branding and marketing
campaign that will include a Web site
as of Feb. 2005.
The site includes, among other
things, a comprehensive arts and
cultural calendar, reciprocal links for
all participating organizations, and a
database-gathering resource. This
database resource captures information
regarding who is attending what cultural
events. Five organizations went in as a
group and bought this software, and by
doing so they received a huge discount.
The smaller venues are able to
prosper by being a part of the group
collective, and this helps all of the arts
and culture businesses bottom line.
This, in turn, enhances the entire region.
FM OCTOBER 2004 5

BUSINESS & TECHNOLOGY
THE LATEST NEWS AND INFORMATION
TO HELP YOUR BUSINESS GROW.
Invasion of the
Identity Snatchers
Chamber Member compliance firm helps
organizations protect privacy information.
With terrorism and identify theft in
the minds of many Americans, concerns
for personal consumer information is a
hot issue for people buying automobiles.
Identify theft is a serious crime, and auto
dealerships are a prime breeding ground
for thieves.
People whose identities have been
stolen can spend months or years — and
their hard-earned cash — cleaning up the
mess thieves have made of their good
names and credit records. In the meantime,
victims may lose job opportunities,
are refused loans, education, housing or
cars, or even get arrested for crimes they
didn’t commit.
Identity theft is the fastest growing
crime in America. A recent study of the
Federal Trade Commission (FTC) found
that nearly 10 million Americans
discovered in the past year that they
were victims of identity fraud. In 2003,
the FTC received more than 500,000
consumer fraud and identity theft
complaints. Forty-two percent of these
complaints related to ID theft.
The study also showed that Florida
ranked fifth nationally in identity theft
cases. Within the state, Miami was ranked
No. 1 and Orlando was No .2.
“It’s the result of looseness of information,”
says Suzanne Miller, Ph.D., Chief
Learning Officer with The Compliance
and Audit Group in Orlando. “It’s easy
for salespeople to steal identities. We just
had major arrests in two Central Florida
auto dealerships.”
The Gramm-Leach-Bliley Act
Miller, a certified information security
manager, works with companies all over
Dr. Miller shows Anthony King how to secure
wireless laptops for Ferrari’s repair center.
the country making sure they comply
with The Gramm-Leach-Bliley Act
(GLBA). This law was designed to protect
nonpublic personal information that
winds up in the possession of financial
institutions such as auto dealerships that
lease or finance.
Auto dealerships are required to
ensure the privacy, security and
confidentiality of their customer records
and information. Dealerships must
protect these records against any anticipated
threat or hazard that can violate the
security of this information.
The deadline for compliance was
May 23, 2003.
“If we train the employees on
proper protocol, it significantly
lessens the chances that an
identity thief can access privacy
and security information.”
— Suzanne Miller
The Compliance and
Audit Group in Orlando
The law applies to more than auto
dealerships. Miller lists health care
organizations, mortgage companies,
real estate title companies, timeshare
companies, furniture stores, recreational
vehicle dealerships, collection agencies,
financial planners and even sheriff’s
offices as some of the entities that
must comply with GLBA. “If a business
significantly engages in financial transactions,
it must comply,” she stresses.
Penalties for not complying include
fines up to $11,000 per violation per day,
possible revocation of the company’s
license and possible imprisonment.
“You can go to jail for not complying,”
says Miller, “but some businesses aren’t
even aware of the law, and others just
simply ignore it.”
How They Do It
These days, it’s almost impossible to
be in the auto dealership business and
not collect or hold personally identifying
Auto dealership staffs are trained on protecting all forms of their customer’s information — written, electronic
and verbal.
information — names and addresses,
Social Security numbers, credit card
numbers, or other account numbers —
about customers and employees. If this
information falls into the wrong hands,
it could put individuals at risk for
identity theft.
According to Miller, identity thieves
may use a variety of low- and high-tech
methods at auto dealerships to gain access
to your personally identifying information.
These include:
■ Stealing credit applications or deal jackets
left lying around
■ Bribing an employee who has access to
deal jackets or credit applications
■ Conning information out of employees
using what is termed “social engineering”
by pretending to be someone
■ Rummaging through the dealership trash
commonly known as “dumpster diving”
■ Stealing credit and debit card account
numbers as your card is processed by using
a special information storage device in
practice know as “skimming”
■ Tapping into a dealership’s wireless
network
■ Remotely accessing dealership computers
through weak passwords and improper
configuration of routers and firewalls
■ “Back-dooring” a dealership’s virtual
(Internet) store customer database
“Our job is to do the compliance
work for these organizations,” says Miller.
“If we train the employees on proper
protocol, it significantly lessens the
chances that an identity thief can access
privacy and security information.”
Raising Awareness
The Compliance and Audit Group
joined the Orlando Regional Chamber
of Commerce because the Chamber is
“far-reaching.” Miller and her associates
can meet people who can certainly
use their services, and the Chamber
encourages this.
Many businesses have decided it’s
simply cheaper to ignore the law than to
fight to protect this personal information.
Others are simply unaware of it, and
others don’t realize the damage identity
theft causes in the lives of its victims.
“The more we can get the public
to understand, the more they will
demand something be done about this,”
says Miller. “And the more we can get
businesses to understand, the safer it
will be for you, the consumer, to go out
and make a financial purchase.”
Towards that end, The Compliance
and Audit Group is helping companies
implement national standards for best
practices in information security, and in
doing so is changing attitudes about the
seriousness of identity theft.
For more on maintaining regulatory
compliance requirements, contact Suzanne
Miller at 407-352-7322 or via e-mail at
drmiller@compliance-auditgroup.com.
6 OCTOBER 2004 FM

Identity
Theft
Organizations take
measures to protect
employees.
From the Society for Human Resource
Management
The Society for Human Resource
Management (SHRM) recently
conducted an online survey that
measures organizations efforts to
guard employees against identity
theft. Fifty-four percent of the human
resource (HR) professionals surveyed
say they have a written privacy policy
safeguarding employee data.
The online survey found that
companies are limiting the use of social
security numbers on time sheets,
computer log-ins and forms.
HR professionals were asked, “What
measures is your organization taking to
protect employee information and guard
employees against identity theft? (Please
select all that apply)” Forty-nine percent
of the HR professionals say background
checks are performed on employees
who will have access to employee files.
Other responses included the
following:
■ 95 percent say they lock up employee
files and limit access to them.
■ 54 percent say their organization has
a written privacy policy safeguarding
employee data.
■ 49 percent say they conduct
background checks on employees
who have access to employee files.
■ 24 percent say they educate
employees on fraud prevention.
■ 21 percent say their organization
has a company policy on what
to do in the event employee
information is compromised.
■ 2 percent say their organization
contracts with an outside firm
that helps employees who are
victims of identity theft.
The online Identity Survey
responses consisted of 419 randomly
selected HR professionals.
For more, visit SHRM online at
www.shrm.org.
The Human Relations Doctor
Dr. Mimi Hull is a fully licensed corporate psychologist
whose Chamber Member firm, Hull & Associates, specializes
in Human Relations assessment, training, consulting
and facilitation. Below are some questions posed to Dr.
Hull by people in the local business community.
Dear Dr. Mimi,
I recently heard bits and pieces
of a conversation on behavioral
interviewing. I was wondering if you
could give me more insight into this
topic and if you think that learning
the technique is worthwhile.
Dear Just,
— Just Wondering
We often train our clients to do
behavioral interviewing as it focuses
on examples of past behavior that
can be useful to help predict future
actions and attitudes. The benefit of
using this method is that you’re able
to get the person to tell you more
about specific experiences and
anything they may have learned from
those experiences.
In a traditional interview, by
simply asking if they like to work hard,
you may only get a yes or no answer.
This interviewing method will give
you more information to go on when
deciding if the person is right for your
particular job.
Here are a couple of samples of
some traditional interview questions
and the behavioral interviewing
questions developed from these:
■ Traditional —
Do you like to work hard?
Behavioral —
Tell me about a time in which you
had to be persistent in order to
reach one of your goals.
■ Traditional —
Are you good at making decisions?
Behavioral —
Describe a situation in which you had
to draw a conclusion quickly and take
immediate action.
Not all questions in an interview
need to be behavioral. Tailor your
questions to get the information
that you need to determine if the
candidate is right for your particular
position.
Dear Dr. Mimi,
I have an employee who I am
certain has brilliant ideas, but she is
very shy and introverted. We are
about to have an important strategic
planning session, and I would love to
have her express her ideas, but I fear
that she won’t say a word. How can
I coax her to speak up?
Dear Extrovert,
— Extrovert
Let me explain the difference
between introverts, extroverts and shy
people. Introverts do not fear social
situations, but prefer solitary activities.
Extroverts love social situations and
speak up freely. People who are shy
are not introverts. They would like to
socialize but are often restrained by
inner fears. Perhaps your employee is
afraid of what others will think of her
ideas, so she is hesitant to express herself.
You may want to talk with her
ahead of time to learn if she is truly
shy or simply an introvert.
Below are some tips to help her
feel more at ease:
■ Build a safe climate — If she is
indeed shy, do not allow anyone to
criticize ideas or tease within the
strategic planning setting. What may
seem like benign teasing can be a
thought stopper.
■ Use an outside facilitator — One of
the best ways to build a safe environment
is to use an outside facilitator.
The outside facilitator is invaluable
both before and throughout the
strategic planning session. We’ve
often found that people are reluctant
to share ideas with their boss
especially if their boss is doing the
facilitating. As a neutral facilitator
we conduct interviews, focus groups
and/or surveys prior to meetings and
learn many things that employees
would never tell their boss.
■ Create an equal-opportunity
environment — If meetings are
dominated by extroverts shouting out
ideas, this intimidates shy people. You
may want to institute a rule that no
one speaks twice until everyone has
an opportunity to speak at least once.
■ Permit silent participation —
People process information differently,
and while they may not speak up
they are still participating by listening.
■ Use alternative methods — Give
everyone an alternative way to submit
their ideas before, during or after the
meeting. This can be in writing or
electronic form. You may want to
allow people to make anonymous
recommendations.
■ Announce when brainstorming
is just about over — Quiet thinkers
will often wait to contribute their
ideas until brainstorming is just
about over instead of participating
in an ongoing discussion.
■ Give positive reinforcement — Shy
people are very critical of themselves
and their mistakes. When they give an
idea, be sure to encourage it and ask
others to build on it.
■ Allow small-group collaboration
— People who are shy often do not
open up to everyone. Break the larger
group into pairs or triad and have the
small groups share and then report
out their ideas.
If you’re having a problem with a
personality dispute, or a hard-to-handle
group, or just want to get your
employees to work better together, you
can either phone or e-mail Dr. Hull at
407-628-0669 or mimi@hullonline.com.
FM OCTOBER 2004 7

BUSINESS & TECHNOLOGY
Power Search
Surfing the Web, e-mail, desktop remains hot.
By Verne Kopytoff, San Francisco Chronicle, Scripps Howard News Service
As Google phases in as a public company, the search is
already on for what many see as the next big thing in that
industry: technology to help you find information on the
Web, in your e-mail and on your computer — all from the
same engine.
It’s an area that analysts believe Google is keenly
interested in, as is its archrival, Yahoo. Microsoft has
already said that it plans to create such a search engine,
which could be released as soon as this winter.
In June, Ask Jeeves acquired Tukaroo, a desktop
search company, but has yet to release anything publicly.
In the meantime, several upstarts are trying to make
their mark in the so-called desktop search field, including
Blinkx, Copernic, X-1 and Terra Lycos’ HotBot. They
have drawn considerable attention with their products,
but have so far won only mixed reviews from Internet
industry observers.
Companies are hoping that blending searches across
multiple platforms will increase consumer loyalty. The
winners, analysts believe, could be richly rewarded because
of the potential to expand targeted advertising from just
Web search results to e-mail and documents.
“I always thought that this was a natural
extension of search,” said Gary Price, an editor for
SearchEngineWatch, an online newsletter about the
search industry. “It’s always a challenge to get to the
documents on your desktop.
“This will give the major search players an opportunity
to sell more ads and get more eyeballs on those ads,”
he added.
Desktop search isn’t a new concept. AltaVista
premiered a forerunner called Discovery in 1998, but
the technology failed to catch on. Analysts attribute
the demise to inferior search quality and the immaturity
of the search advertising business at that time.
Desktop search engines must be downloaded from
the Internet, often as part of a toolbar. They remain in the
background on computer screens until users want to use
them. Separate searches are usually required for the Web
and the desktop. Most major types of files are accessible
through the engines, including Outlook e-mails and
Word, PowerPoint and Adobe Acrobat documents.
Web results are presented separately from desktop
results. Analysts said the links would be too confusing if
they were blended.
“This will give the major search players an
opportunity to sell more ads and get more
eyeballs on those ads.”
— Gary Price
SearchEngineWatch
One of the handful of desktop search engines is
HotBot Desktop, which premiered in February.
Adam Soroca, general manager for HotBot search,
cast desktop search as a way to keep users loyal in an age
when switching to a competing Web site requires only a
click of the mouse.
“Once you have an installation, the switching costs
(for the user) become much greater because of the time
to download and the time it takes for the software to scan
your files and build an index,” Soroca said.
So far, HotBot’s engine places ads only within the
Web search, not alongside e-mail and documents, Soroca
said, because users aren’t looking for marketing pitches
when going through their desktop.
Traditionally, consumers have had to jump among
multiple technologies to search the same spectrum of
information: an Internet search engine; the Outlook
e-mail search box, for example; and the desktop search
function on Microsoft Windows, which analysts said
is slow and confusing.
That cumbersome approach helped make small
desktop search companies a hot commodity. For
example, despite limited revenue, Blinkx recently said
it has been deluged with calls from venture capitalists
and other companies, including a member of Google’s
business development team.
But Andy Beal, vice president of search marketing
for WebSourced, a search marketing firm, and editor of
the online newsletter Search Engine Lowdown, said that
many of desktop search engines have downsides, such
as confusing designs or limited Web search indexes.
Beal expects the bigger players, such as Microsoft,
Google and Yahoo, to have the advantage. They have
the money to develop the technology, ample experience
with search, and big user bases.
“If you look at the small ones, it’s almost like they are
rushing to the market with it,” Beal said.
Finding information on the Web has become a daily ritual for
many people.
8 OCTOBER 2004 FM

Red Flags
The Top 10 blunders to look for when weeding through resumés.
By Luis Ferrer, President, Florida Employer Solutions
Sometimes knowing what should not be on a
resumé is just as important as knowing what should
be included.
Managers of small businesses must be careful
when making the commitment to hire a new
employee. Too often, resumés are inundated with
superfluous information, and some recruiters say this
leads to settling for a less than qualified candidate just
because it’s easy. This hasty decision, in turn, can lead
to costly mismatches.
Recruiting managers from several industries
suggest watching out for these frequent mistakes to
avoid the expenses of employee turnover:
■ “Jack-of-all-trades” resumé — Like the saying
goes, ”When you appeal to everyone, you appeal to no
one.” While versatility and a diversified background
are desirable traits, an applicant without a focused
objective does not help fill a specific position.
■ Revealing personal information — It’s
surprising how often family and hobbies appear on
a resumé. People tend to think of a resumé as an
autobiography and include things irrelevant to their
job qualifications. Make sure that every item is
pertinent to the position.
■ Being generic — Look for specifics when reviewing
professional accomplishments. Instead of being vague
with “Increased sales volume,” an applicant should
assert, “Increased product sales volume by five percent
over an 11-month period.”
■ Political views/sensitive subjects — Be conscientious
of a prospective employee telling too much before
an interview. Although applicants may include personal
views such as involvement in political affiliations, make
sure that they aren’t pre-judged based on their beliefs.
■ Use of clichés — What does the phrase “I’m a people
person” tell someone about an applicant? Nothing.
Using clichés is vague and gives no indication that the
applicant meets the qualifications. Instead, gauge the
time they took to research the industry by their use of
industry jargon and “buzz” words.
■ Too much information — A resumé is the tip of
the iceberg, not an account of an entire lifetime’s work.
The word “resumé” means a brief summary of work
experience and qualifications. While there is no
standard resumé length, it should highlight a
particular facet of one’s career.
■ Fluffy objectives — Chances are, you’ve read this
objective before: “Highly motivated team player with
excellent organizational and communication skills.”
An objective needs to be tailored to the position, not a
standard phrase plucked from a how-to resumé book.
■ Plain carelessness — Grammatical and spelling
errors are the number-one mistake made on resumés,
even at the senior level. A resumé addressed to the
wrong person or containing inaccurate contact
information translates to an employee who doesn’t
pay attention to detail.
By watching for these red flags,
management can often avoid
ill-advised hirings and have a better
track record when hiring “the right
person” for a particular job.
■ Fancy colors and fonts — Since many
organizations scan resumés and place them into
a database, many fancy fonts, layouts and colors
are lost in translation when sent electronically. It’s
helpful for companies to solicit a plain text document
from applicants.
■ Reasons for leaving past jobs — Although
interesting, this should be left out of a resumé and
best addressed in the interview.
A job candidate doesn’t have to produce the
perfect resume in order to be a good employee,
but by watching for these red flags, management
can often avoid ill-advised hirings and have a better
track record when hiring “the right person” for a
particular job.
FM OCTOBER 2004 9

BUSINESS & TECHNOLOGY
Looking Ahead to November
By Mike Ketchum, Vice President of Public Policy, Orlando Regional Chamber of Commerce
Despite all the hoopla and
harsh partisan rhetoric during
the Republican and Democratic
conventions this summer, it’s
amazing at our press time how
little has actually changed in
the dynamics of the hard
fought and often bitter race
for the White House between
President George W. Bush and
Sen. John F. Kerry.
We continue to hear the nightly
chatter from political pundits and party
“spin masters” over whether voters view
the election as really about the war on
terrorism, the war in Iraq, the state of the
economy or domestic issues. Some would
even have the election be about what did
or did not happen to one candidate on a
Swift boat during the Vietnam War or
another during his service in the Texas
National Guard.
The reality is that such diversions are
intended by campaign strategists to
Mike Ketchum
undermine what are seen as
the opposing candidate’s
strengths. Polls continue to
show that voters are concerned
over the direction of the
country and remain focused
on, but fairly evenly split over,
whether the Iraq War, terror
or the economy and domestic
issues are the most important
issues facing our nation.
Some recent polls have given the
President a decided edge over Kerry on
the issues of terrorism and the War in Iraq
while Sen. Kerry is viewed more favorably
than the President on handling the economy
and certain domestic issues. The
challenge for each candidate obviously
becomes how to ratchet up their strong
suit with voters while downplaying their
weaknesses and raising doubts about their
opponent. So we see Sen. Kerry hanging
the economy around the President’s neck
while he attempts to overcome GOP
charges on his fitness to be Commanderin-Chief
by touting his military record
in Vietnam. Meanwhile, the President
maneuvers to position himself as the
only candidate who will continue to keep
America safe while suggesting Kerry’s
liberal “tax and spend” plans would
undermine a rebounding economy
should he make it to the White House.
Some would even have the
election be about what did
or did not happen to one
candidate on a Swift boat
during the Vietnam War or
another during his service in
the Texas National Guard.
Even in the face of determined
Republican attempts to make the election
instead a referendum on John Kerry,
re-election campaigns still remain
essentially a referendum on the President.
If the President can retain his advantage
on national security issues and avoid the
economy and domestic issues gaining
traction with voters, he will likely win
re-election. On the other hand, should
Kerry be able to successfully put the
economy and domestic issues on the
“front burner” with voters, he could
well make it to the Oval Office.
Both candidates remain vulnerable to
the fact this election may yet ultimately
be decided by unknown or unforeseen
events at home or abroad far beyond
their ability to control. For an electorate
this deeply and evenly divided on the
candidates and issues it could well come
down to whom we like best and are most
comfortable with in our living room (and
for the next four years) during the several
hugely important Presidential Debates.
Back to School
Industry veteran expands his knowledge at UCF.
By Alan Williams, President, Williams Company
Little did I realize that after first entering a college
classroom as a student in 1968, I would be returning
some 35 years later as a teacher. And even less did I
know that I would be learning at the same time
I was teaching.
In the fall of 1968, I was a member of the inaugural
class of UCF, which at that time was known as Florida
Technological University. The school had a focus on
an “engineering” related curriculum, but nothing as
specific as Civil Engineering. Because of a developing
interest in the civil engineering curriculum, I transferred
to the University of Florida, obtaining a BSCE degree
in 1973.
Today, UCF has grown into one of the largest
universities in Florida and has consequently expanded
the number of degrees offered to include Civil
Engineering. In the last few years, a specialty has
developed within this program that focuses on
building related construction, known as Construction
Engineering (offered within the school of Civil and
Environmental Engineering).
I’ve been given an opportunity to participate in the
program by visiting as a guest lecturer, attending
the student chapter meeting while Williams Company
did a presentation on the construction of the Kraken
roller coaster at SeaWorld Orlando, and sitting in to
help judge the students’ final project presentations
from their capstone course.
Being able to participate in this capacity allowed
me to share some real life situations that I’ve learned
along the way, possibly offering a somewhat different
perspective than the one presented in the academic
setting of a classroom. An unanticipated benefit,
however, has been the opportunity to interact with
the students and faculty of UCF, which allows me to
see things from a different perspective.
A popular saying suggests that “you can’t teach an
old dog new tricks,” but I disagree. After more than 30
years of working in the construction arena, I feel that I
not only have a great deal of experience to share with
others, but a great capacity to learn new “tricks” that
can enhance my career and business.
This recent UCF experience allows me to stay
abreast with the introduction of new ideas, while still
assisting others in their formal learning process. The
benefits derived from having a university like UCF in
the region go far beyond the obvious, as this old
dog can attest. Not only can 18-year-olds absorb the
cutting-edge knowledge being taught there, but
industry veterans can dust off the cobwebs and stay
Williams learned a lot going back to UCF as a teacher.
“fresh” as well, while at the same time providing
youngsters with some veteran wisdom.
I’m a firm believer in the concept of win-win. This,
I believe, is the perfect win-win situation for the Central
Florida community.
10 OCTOBER 2004 FM

Because labor and employment laws are so complex, FirstMonday is presenting a
series of articles by local attorneys to help Chamber Members identify labor issues
and avoid possible pitfalls.
Stop, Look and Listen
Important wage and hour laws implemented.
By Theresa M. Gallion, Esq., Fisher & Phillips LLP
On Aug. 23, 2004, the U.S.
Labor Department’s new regulations
defining the Fair Labor Standards
Act’s executive, administrative,
professional, and outside-sales
exemptions went into effect. The
“white collar” exemption status of
employees will now be controlled
by those revised rules.
The battle over these exemptions
is not over, and employers
will want to stay abreast of what
could be increasingly fast-breaking
developments so that they can
make their views known to senators
and representatives in a timely way;
proponents of the modifications
can certainly be expected to do so.
Any employers who haven’t
already evaluated where they stand
should move ahead with compliance
efforts immediately. Among the best
first steps are:
1. Ensure that you have detailed,
accurate, up-to-date information
about what your exempt or
potentially-exempt employees’
job duties actually are
2. Evaluate whether similar
exemptions from the overtime laws
of other jurisdictions in which you
employ people will or will not be
affected by these changes
3. Look into whether your other pay
practices are in compliance with all
applicable wage and hour laws.
General Observations
The new regulations bumped the
minimum exemption pay threshold
for the executive, administrative,
and professional exemptions to
$455 per week.
The threshold “total annual
compensation” triggering the new
exemption for “highly compensated
employees” is at $100,000. In order to
be an exempt, highly compensated
employee, a person must also receive
a salary or fee basis of at least $455
per week, and their total annual
compensation must be at least
$100,000. These persons must also
perform work that is conducted in
an office or is otherwise non-manual.
The new rules do
contain explicit statements
that these exemptions
do not apply to various
manual laborers or other
“blue collar” workers “no
matter how highly paid
they might be.”
The new regulations
also expressly state that
they do not apply to police officers,
fire fighters, other law-enforcement
personnel, rescue workers, EMTs,
paramedics, and similarly situated
persons “regardless of rank or
pay level.”
Revised Exemptions
The executive exemption has
been modified to require a new
level of authority, specifically the
authority to hire or fire, or to be an
individual whose suggestions and
recommendations as to hiring,
firing, advancement, promotion,
or any other change of employee
status is given particular weight.
The key change with respect to
the administrative exemption is that
the work of persons properly exempt
under this classification must include
the exercise of discretion and independent
judgment with respect to
matters of significance. It’s expected
that the Department of Labor
will take steps to ensure that the
administrative employee exemption
is not over-used.
The primary duty test for
administrative is unchanged, except
that the term “management” is
now “management policies.” Many
observers feel this is an effort to
broaden the administrative exemption,
such that the primary duty is
now being engaged in office or
non-manual work, directly related to
the management polices or general
business operations of the employer
or the employer’s customers.
Several changes were made
in the description of professional
employees. The intent of the
Department of Labor is to ensure
that true professionals perform work
that is predominately intellectual
Theresa M. Gallion
and which must include
the consistent exercise of
discretion and judgment.
This could also include
work requiring invention,
imagination, originality,
or talent in a recognized
field of artistic or
creative endeavor.
Professional employees
continue to include persons who
perform work requiring knowledge
of an advanced type in a field of
science or learning customarily
acquired by a prolonged course of
specialized intellectual instruction.
Other Key Changes
One new rule allows for unpaid
disciplinary suspensions of one or
more full days “imposed in good
faith for infractions of workplace
conduct rules,” but only if imposed
“pursuant to a written policy
applicable to all employees.” It’s
anticipated that an example of this
policy is unpaid suspensions for
violating a sexual harassment policy
or a workplace violence policy.
As most employers know,
exemptions are also dependent
upon being paid on a “salary basis.”
Improper deductions that threaten
the salary basis can also threaten
the exemption. To avoid situations
where the salary basis is adversely
affected, perhaps unintentionally,
the new regulations create a
“safe harbor” if there is a clearly
communicated policy prohibiting
improper pay deductions including
a complaint mechanism, employees
are reimbursed when mistakes
are discovered, and the employer
makes a good-faith commitment
to comply with the salary basis
rules in the future.
Only time will tell the impact of
the new wage and hour regulations.
Cautious employers in Central
Florida should stop long enough to
evaluate the impact of these regulations
on their business practices.
For more, contact Theresa Gallion
at 407-541-0876.
FM OCTOBER 2004 11

BUSINESS & TECHNOLOGY
Not So Blown Away
The basic economics of Hurricane Charley spell relief.
By Doug Palmer, CPA, Moore Stephens Lovelace, P.A.
No one expected Hurricane Charley to
have such a profound impact on Central
Florida and our economy. Once the initial
recovery and stabilization period was over,
business owners started to evaluate the
impact on their businesses. Many were
affected in varying degrees by the hurricane.
Some locations were destroyed or
damaged by the hurricane, while others
lost days in operation due to loss of power.
Luckily for Central Florida businesses,
the state and federal government have
taken steps to help them get back on
track so that the impact on our economy
is minimized.
The federal government has helped by
offering tax relief through the Internal
Revenue Service (IRS), declaring a Federal
Disaster Area for most Central Florida
counties. This declaration means that areas
businesses may qualify for loans from the
United States Small Business Administration
(SBA) to help repair or replace damaged
property to its pre-disaster condition. The
SBA makes physical disaster loans of up to
$1.5 million to qualified businesses.
IRS tax relief includes an extension to
October 15 to file returns and submit tax
payments without incurring any late filing
or late payment penalties. The Federal Tax
Deposit (FTD) Penalty Waiver Period for
employment and excise tax deposits is
Aug. 11–23, 2004. Additionally, taxpayers
have the option of claiming disaster-related
casualty losses on their federal income tax
returns for either this year or next.
The state is helping local businesses
by activating Florida’s Small Business
Emergency “Bridge Loan” program, which
provides short-term loans of up to $25,000
to owners of small businesses affected
by the hurricane. These short-term loans
are intended to “bridge the gap” between
the time a major catastrophe hits and
when a business has secured other
resources such as sufficient profits from
revived business, receipt of payments on
insurance claims, and secured longer-term
loans to include SBA disaster loans in
order to operate successfully.
The debate over the economic impact
of Hurricane Charley is sure to be long
and two-sided. Some business people feel
that the additional cash being pumped
into the community will produce positive
economic results, while others contend
Hurricane Charley caused major damage throughout Central Florida.
that the additional funds could have been
used for other purposes.
Most do seem to agree that the damage
is much more significant than imagined
and that in one way or another it will affect
businesses in Central Florida.
For more, contact Doug Palmer at
407-740-5400 or e-mail
dpalmer@ms-lovelace.com.
This article was written prior to Hurricane
Frances and subsequent IRS changes that were
announced on September 10, 2004. The filing
deadline for those affected by the disaster area
resulting from Hurricanes Charley and Frances
is December 30, 2004 per the September 10
announcement.
The “True Product”
Communicating your service philosophy to your employees can help your bottom line.
By Teri Yanovitch, Founder, T.A. Yanovitch, Inc.
All businesses can tell you very quickly
what is the physical product or service
they sell, but few take the time to identify
clearly for their employees what is the
“true product” of the organization.
The “true product” should encompass
the emotion that results from the
customer’s interaction with your
business. Top management may know
what they want the customer to feel
when they walk out the door, but often
that has not been communicated to the
frontline. There’s a big difference in the
customer’s experience when the focus is
on delivering the “true product.”
For example, a computer store
salesperson who is just selling the
hardware product will sell and serve
the customer with the focus on the
technological outcomes of the equipment
such as speed, capacity, memory,
etc. There is little interaction in the
experience that creates an emotional
attachment with the customer.
However, if the “true product” for this
computer store has been identified and
communicated to all employees as “We
enhance people’s lives,” the salesperson is
more likely to focus on how the product
will make the customer’s life easier and
provide solutions to their problems.
And isn’t this what the customer is
really seeking?
Defining a
Service Philosophy
Identifying your “true product” focuses
employees on the higher meaning and
purpose of their jobs. Employees need to
understand the value of what they do
beyond the basic tasks. Most people want
to know their work is meaningful to others.
When an employee is proud of what
they do and the organization they work
for, they will usually go the extra mile
when opportunities present themselves.
Leaders need to provide this foundation
of pride and sense of higher purpose.
Having a defined service
philosophy provides both
direction and inspiration.
The service philosophy
should not be the same
as your mission or vision
statement. It should simply
answer the following
questions: “What do we do?”
and “How do we do it?”
Here are some examples
from varied businesses:
■ What do we do?
We create happiness
■ How do we do it?
By providing the finest in entertainment
Teri Yanovitch
■ What do we do?
We build life-enhancing relationships
■ How do we do it?
By helping customers identify and achieve
their financial dreams
■ What do we do?
We provide peace of mind
■ How do we do it?
By installing secure systems
and alarms
These answers are very
simple and to the point. The
service philosophy helps
everyone internally know the
image the organization wants
to create and gives a consistency to everyone’s
efforts. When employees know and
understand the “true product,” they will
work to uphold the image and provide
the bridge for the emotional connection.
For more information, go to
www.retainloyalcustomers.com. Contact Teri
Yanovitch at 407-788-7765 or via e-mail at
ty@retainloyalcustomers.com.
14 OCTOBER 2004 FM

BUSINESS & TECHNOLOGY
Bobo No More
Even good intentions can lead to a failed small business venture.
By Sara Brady, Chair, Small Business Chamber, Wragg & Casas Public Relations
Good things come in small packages
and in cages. At least that’s probably
how life seemed to Steve “Tarzan”
Sipek, the man who raised Bobo, the
600-pound tiger who took a trot on
the wild side and ended up buried
under the concrete jungle known as
South Florida.
At first and from a distance, the
story about the lost tiger was amusing
because it’s just not all that uncommon
to hear about dangerous beasts running
loose in Florida. After all, Carl Hiaasen
didn’t become a bestselling author by
writing about activities in Wisconsin.
What’s really interesting is the
“business” of Bobo. Bobo the Tiger was
the symbol of Tarzan Sipek’s mission
to protect and care for discarded wild
animals in the compound he designed
and has operated since the 1970s. It
seems to have started out as a small
not-for profit entity with the grand
and noble objective of
protecting dangerous and
unwanted animals.
Indeed, Bobo was a
beautiful example of a species
in need of protection. But from
a business standpoint, he was
inventory. Bobo enjoyed quite
a life as top cat in Tarzan’s
compound. He was free to Sara Brady
stroll through Tarzan’s home
and sleep in Tarzan’s bed. By all
accounts, he was tabby-cat tame.
Anyone can understand the sorrow
that Tarzan expressed at the dramatic
loss of his precious pet, and his number
one attraction.
According to newspaper accounts,
Tarzan and his collection of lions and
tigers and cougars — oh my — are
legendary in Loxahatchee Groves
in Palm Beach County. Visitors —
in business jargon these would be
“customers” — were treated to
seeing well-kept happy beasts
that if not able to live in the
wilds of Africa, would choose
Palm Beach County as their
second home. Sort of like
the Rockefellers.
Bobo’s value was in his
celebrity. He was known to
and was beloved by everyone.
Mournful neighbors’ gushing
in sorrow made their other
celebrity resident — Ted Kennedy —
look like the more ferocious beast. In
spite of one account that Bobo had
attacked a visitor, no one seemed to
care because it was the visitor’s fault.
Apparently no blame was directed
at Tarzan for failing to properly manage
his product line. There are no reports
that he tried to warn the victim of
impending danger by belting out that
bloodcurdling call of the wild often
executed when swinging from vine
to vine.
Regardless, Tarzan represents
the small business owner. He chose
something he cared about deeply. He
put his heart and soul into his work
and had a very small staff. He adhered
to proper licensing and permitting
requirements associated with his
unique animal kingdom.
Business owners know that these
factors are the very essence of running
a small business. So it’s more than fair
to say that the very nature of his mission
makes him a risk taker. It was a risk that
was a success for a long time, until one
incident triggered a series of events that
cost him plenty.
What’s the moral to Tarzan Sipek’s
entrepreneurial effort?
It’s a jungle out there.
Participative Management
Employees become more engaged in future development of companies.
By Paul DePalma, President and Founder, BusinessWorks, Inc.
“Change is debilitating when it is
done to us, exhilarating when it is
done by us.”
— Rosabeth Moss Kanter
Developing a company’s strategy
used to be the exclusive privilege of
the executive suite. Only a company’s
senior leaders were thought to have
the knowledge and status to determine
the key objectives of the organization
and its future.
Locked in conference rooms or
traveling to cloistered retreats, they
would decide the company’s future.
Crafting it on flip charts, they would
return to the troops like Moses coming
down the mountain with his tablets,
announcing their decisions. But unlike
Moses, these executives did not receive
the word from on high. They aren’t
all-seeing and all-knowing about their
company. In fact, senior leaders are
often furthest removed from crucial
input for developing strategy such as
environmental impact and customers’
requirements.
To create strategy more effectively,
many companies are moving toward a
participative management model where
employees at all levels are engaged in
the development of the organization’s
plans for the future. Participative management
is proving to be beneficial for a
number of reasons.
Crafting it on flip charts, they
would return to the troops
like Moses coming down the
mountain with his tablets,
announcing their decisions.
Employees who feel that they can
contribute are more connected to the
goals of the organization.
Participation builds trust between
senior leaders and employees. This
accelerates when leaders listen to and
use suggestions from employees and
then recognize their contributions.
Employees are much more committed
to supporting changes if they have
a hand in creating them. With the
business environment changing rapidly,
organizations need to adapt consistently
to stay competitive.
Employees involved in creating
company strategy learn the processes
and methods of working on the
business. Employees who think about
how to improve what they do tend to
be pioneers in finding efficiencies to
improve performance, a critical factor
in strong organizations.
Whether it’s called employee
involvement, participative management,
or some other phrase, employee input
at all levels of the organization is a
powerful method for creating a solid
company strategy and thereby a better
future for the organization.
There’s nothing wrong with senior
leaders going on a retreat to plan
strategy. Just don’t leave all the other
employees and their ideas at home.
For more, contact Paul DePalma
at 407-660-5757 or via e-mail at
paul@businessworks-inc.com. Access
the BusinessWorks Inc. Web Site at
www.businessworks-inc.com.
Since 1992, BusinessWorks has helped both
for-profit and not-for-profit organizations
optimize human dynamics for improved
business performance. The company uses
proven organization development methodologies
to help companies analyze and
improve how to produce results through
the planned development and reinforcement
of the organizations strategies and
structures; systems and processes; and
dynamics and culture.
16 OCTOBER 2004 FM

Retirement Plans: A Big Benefit for Small Businesses
A pension plan can ensure retirement savings for you and your employees.
By Catherine McGuinness, FAIRWINDS Credit Union
Due to limited funds and ongoing
expenses, many business owners are
unable to offer retirement options to
their employees. However, a Simplified
Employee Pension (SEP) Plan makes it
possible for employees of small businesses
to receive employer contributions to their
retirement funds.
According to the Small Business
Administration (SBA), the Simplified
Employee Pension is a retirement savings
plan that small businesses often offer
to their employees. A SEP combines
the advantages of more complicated
qualified plans but is as simple to
understand as IRAs.
SEPs are particularly appealing to
small business owners because they can
be administered with minimal administrative
support and no complicated
reporting requirements.
These pension plans are owned
and controlled by the employees. Each
employee is responsible for setting up their
own IRA to receive SEP contributions
and choosing their own investments.
Employers determine when and how
much to contribute to each account.
To Invest or Not to Invest
Tom Howell, Financial Advisor for
FAIRWINDS Credit Union, says SEP Plans
are beneficial because, “they are tax
deductible plans and a gateway to save
taxes because you can contribute up to
25 percent of your taxable income each
year up to $40,000.”
Contributions don’t have to be made
every year, plus SEP Plans allow for a
higher deduction than an IRA.
Howell adds, “In addition to your SEP
contributions, you’re still eligible to make
Roth IRA contributions.”
Still not convinced?
Bankrate.com reports that offering
SEP Plans to your employees could
increase your bottom line, recruit and
maintain employees, and improve the
overall attitudes and performance of your
current employees. According to the
2001 Small Employer Retirement Survey,
85 percent of small businesses with retirement
plans reported that the companies
benefit from the costs and time involved
in offering a retirement program.
An accountant or investment advisor
can help you determine if a SEP Plan is
the best choice for your business. Many
factors are weighed, including profitability
of the business, your employee base,
and how SEP Plans compare to other
retirement plans.
Call 407-282-6039 to determine whether
a SEP Plan is the right choice for you.
Additional Resources
Refer to the following Web sites
and contact information to learn
more about SEP Plans:
Small Business
Administration
www.sba.gov
U.S. Department of Labor
www.dol.gov
1-866-4-USA-DOL
Internal Revenue Service
www.irs.gov
www.bankrate.com
FAIRWINDS Credit Union
www.fairwinds.org
(800) 443-6887
FM OCTOBER 2004 17

COVER STORY
THE ART OF
ATTENDANCE
Orlando's arts groups join forces to build
audiences and create a cultural movement.
By Tracey Velt
When Electronic Arts (EA) wanted
to attract graduates from the Ringling
School of Arts in Sarasota to design video
games at its Maitland-based studio, the
multimedia company didn’t focus solely
on selling itself as a great place to work.
Instead, it gave potential job candidates a
run down of all the museums, festivals,
theaters and other cultural activities
available in the Central Florida region.
As a result, 13 Ringling graduates
are now employed at EA’s local studio.
When it comes to attracting businesses
to Central Florida, don’t underestimate
the power of a solid arts and culture
community. A diverse and deep cultural
environment helps to grow, attract and
retain businesses and knowledge workers.
The economic impact of the arts is
substantial. In fact, studies show the
direct impact of the arts on Central
Florida as $135 million.
“When people go out, they spend
money on parking, a babysitter and
eating dinner,” says Margot H. Knight,
President and CEO of United Arts of
Central Florida. “That money includes
all the spending that those groups do
in the community.”
As a result, Central Florida has
2,000 people employed in arts and
culture equaling $42 million in wages.
The arts generate spending of about
$300 million annually.
“The region has the cultural foundation
needed to attract these workers and
more potential income,” says Ray Gilley,
President and CEO of the Metro Orlando
Economic Development Commission.
“What they’re missing are the resources
to get the word out to the community.”
That’s why United Arts, the Central
Florida Performing Arts Alliance and the
Orlando/Orange County Convention and
Visitors Bureau recently joined forces to
form the Cultural Audience Development
Initiative, a plan to increase participation in
the abundant number of arts and cultural
activities in the Central Florida region.
Getting the Ball Rolling
In October 2001, community leaders
such as Knight and Gilley started looking
at the arts groups and realized that, due
to lack of funds, only a few groups had
a strategic marketing plan. As a result,
most of the region’s high-quality cultural
offerings were the best kept secret in
Central Florida. Not a good place to be
when your livelihood relies on ticket sales
and audience participation.
Knight decided to take action.
“Margot approached the Central
Florida Performing Arts Alliance, knowing
we attempted a half-price ticket booth in
downtown Orlando and were fighting
for a way to stimulate more audience
participation,” says Jim Morris, Executive
Director of the Central Florida Performing
Arts Alliance. “Since Orlando isn’t a
walking downtown, we knew the ticket
booth wasn’t viable, so this was our opportunity
to come up with some new ideas.”
She also approached the Convention
and Visitor’s Bureau, thinking it was a
natural partner as visitors are always
looking for different things to do when
they’re in Central Florida.
“We jumped in right away because we
saw this as an opportunity to not only
build a great tool for locals, but for the
tourists as well,” says Peter Cranis, Vice
President of Consumer Marketing of the
Orlando/Orange County Convention and
Visitors Bureau. “Long term, we hope it
will generate increased repeat visitation and
possibly encourage people to come back
sooner because of all there is to do here.”
“You don’t have to go to New York City to see good theater, and
this initiative will help Central Floridians realize they’re sitting on
something fabulous and affordable.”
— Ruth Katz
Director of Marketing, Orlando Ballet
Raising Money
As with anything else, it takes
money to do great research, which is the
cornerstone of any successful initiative.
The Elizabeth Morse Foundation, along
with some other groups, underwrote an
analysis of the cultural audiences in the
Central Florida region.
“We invited any group who wanted to
participate,” says Knight. “We ended up
with 30 groups.”
The underwriters put together a
psychological analysis of those 30 groups
and their audiences, and as a result got a
better handle on who was coming and
who might come to the different cultural
venues. From that research, Knight says
they identified 10 areas where they
could “move the needle” on audience
Photo by Richard Aguilar
participation. Only 11 percent of the
target market was attending Central
Florida’s cultural performances. Knight
believes that in a rising cultural city, that
participation should be 18 to 20 percent.
The goal is to be at 20 percent in three
to five years. “We’ve taken the research as
a catalyst to advance us and catch up to
what some other cities are already doing,”
adds Morris.
That research is helping other organizations
pinpoint their target audience so
marketing can be better directed. “My
challenge is to bring the ballet to the
people,” says Ruth Katz, Director of
Marketing of the Orlando Ballet. “You
don’t have to go to New York City to see
good theater, and this initiative will help
Central Floridians realize they’re sitting
on something fabulous and affordable.”
The biggest challenge has been to
widen the geographical boundaries of
the cultural audience base and to introduce
a younger population to theatre and
cultural arts. With more and more schools
dropping performing arts and music
from their curriculums, many pre-teens,
high-schoolers and even college students
are unaware of cultural and entertainment
offerings beyond television, movies, rock
concerts and video games.
“We have no problem in attracting
our older generations to the theater.
The challenge is to excite, entertain, and
enrich a whole new generation,” says Rick
Traum, Executive Director of The Mount
continued on page 22
18 OCTOBER 2004 FM

COVER STORY
The Orlando Opera Company has been Central Florida’s professional opera company for 40 years,
featuring grand opera and classical music theater performances.
Dora Theatre Company/IceHouse
Theatre in Mount Dora. “This initiative
has helped enormously by providing
substantial detailed demographic data
that has enabled us to identify potential
markets and to target audiences by
area, income, lifestyle, and other
specific parameters.”
A Central Source
Each group that participated in the
research received details on what they
could do to grow audiences, then
several groups brainstormed to develop a
collective device to purchase tickets. They
needed one central source for all things
cultural. In order to do this, they looked
at what other cities were doing and used
that as a model to develop a branding
and marketing campaign that eventually
will include a Web site.
Due to launch in February 2005, the
site will include a comprehensive arts and
cultural calendar, reciprocal links for all
participating organizations, destination
package opportunities, a merchandising
section, online tickets sales and a database-gathering
resource. In addition, a
weekly e-mail will be sent to a targeted
niche marketing upcoming activities.
“The Alliance is acting as project
manager, and one of its first assignments
was to help increase the capacity of the
current box office software. Research
showed that many groups weren’t
capturing the appropriate data to tell
them who was attending their events.
Five organizations went in as a group and
bought software, on which they received
a grant and a huge discount.
When you buy as a group, you can get
a better price,” says Morris, who explains
that groups still have time to get in on the
purchase. “Many groups have their own
Web sites, some do online ticketing sales
“We’re perceived as a city of substance — an international city —
and we need to continue to grow arts and culture to compete.”
— Margot H. Knight
President and CEO, United Arts of Central Florida
now, but the thrust of the full industry
going forward will have a much greater
impact. That’s where we had to come
to together and knock this out and have
an impact.”
The CVB is hoping to have a
comprehensive cultural arts section on
its Web site that will educate and entice
more visitors to come to Central Florida
and is currently helping with the Web
hosting and development. Cranis of the
CVB feels strongly that the community
will benefit by having a Web site that’s
comprehensive and highlights all of the
cultural arts activities happening in their
own backyard.
“Hopefully, more people will try to
experience these various activities,” he
says, “which will help all organizations
involved.”
Strength in Numbers
There’s strength in numbers, and, as
Morris says, “As the tide rises, all bones
float to the top. The arts community lacks
human and financial resources. Unlike
in other for-profit ventures that compete,
the arts are different in that the more
Harry P. Leu Gardens offers botanical beauty
to guests.
people who know about it and the more
people who attend, the better the shows.”
Patti Machado, Interim Director of
the Osceola Center for the Arts, is trying
to improve their selection of shows to
produce productions that will bring in
more of an audience. They have a visual
arts director who is passionate and are
bringing in more art shows and an artist
of the month on one of the walls of the
Center. “We’re trying to bring art to
outside venues,” she says. “We rely on
tickets sales, so we want to do everything
we can to get the word out about our
shows, and the Web site can help us
do that.”
Traum of The Mount Dora Theatre
Company believes one of the primary
ways the initiative helps increase Central
Floridian’s awareness of cultural offerings
is simply because all of the initiative’s
participants, a diverse group, are concentrating
their focus on this challenge with
renewed energy and the new tools that
are being provided.
“When you’re smaller, you often
lack resources,” adds Morris. “By grafting
into the bigger project, you have access
to resources only larger organizations
currently have.”
From the CVB’s perspective, tourists
are always looking for different things to
do when they are here. Being able to plan
ahead and give them an idea of the wide
variety of activities that are available only
lends to the overall positive experience of
Orlando as a great vacation destination.
“Orlando is much more than what
people think,” says Gilley. “That’s why
including the CVB in the partnership
is natural. When people come to visit a
region, many want to see what some of
the locals might be doing.”
Of course, that helps everyone’s
bottom line.
And, when you help the individual
arts and culture businesses, you help
the community.
Building a
Stronger Region
Corporate relocators will tell you
that the arts and culture of a region add
a competitive edge to its living potential.
The Orlando Regional Chamber of
Commerce and the EDC are working
out tax incentives and work force issues
to lure companies to Central Florida.
These companies want quality of life
for their employees, as well, and the arts
and culture of a region gives them that.
“We have a thriving entertainment
and cultural community and an internationally
known ballet and philharmonic,”
says Knight. “We’re perceived as a city of
substance — an international city — and
The Orange County Regional History Center invites guests to explore Central Florida’s history.
22 OCTOBER 2004 FM

we need to continue to grow arts and
culture to compete.”
Gilley agrees: “One of the things
decision makers who want to expand
and relocate to Central Florida are looking
for is evidence of arts and culture that will
support the key employees that they’ll
need to recruit. Orlando can give them
what they want.”
Orlando is indeed unique, offering
theme parks and attractions, as well as
local theaters, ballet and museums. The
key is getting the word out. And this
initiative is one more step in that process.
From top left (clockwise): Charles Hosmer Morse
Museum of American Art, Orlando Museum of
Art and the Wells’ Built Museum of African
American History.
Entertainment photos courtesy of the Orange County CVB
Hispanic Heritage Month
Did you know that it’s Hispanic
Heritage Month? In addition to the
top-notch museums, theaters, ballet
and music offerings Central Florida
has to offer, the region has many
other cultural events.
During National Hispanic
Heritage Month, the region reflects
on the history of a people who were
part of this land long before the birth
of the United States. Hispanics were
among the earliest European settlers
in the New World, and Hispanics
share a rich history and great diversity.
This diversity has brought variety
and richness to the mosaic that is
America and has strengthened our
national character with invaluable
perspective, experiences, and values.
In honor of the many contributions
that Hispanic Americans have
made and continue to make to our
Nation and our culture, September
15 through October 15 is known as
“National Hispanic Heritage Month.”
In Central Florida, Hispanic
Heritage Month is celebrated through
the end of October. Here’s what’s
going on this month:
■ October 3 — Puerto Rican Parade.
The Parade is held in Downtown
Orlando, beginning at Mills and
Robinson, continuing down
Robinson to Festival Park. It ends
with a huge “fiesta” at Festival Park,
with live music, sales booths and
plenty of food.
■ October 21 — Latin Third Thursday.
Orange County’s Regional History
Center joins Hispanic Heritage
Month by offering the Latin Third
Thursday event. This year, the
guest speaker is Marcos Marchena,
a well-known attorney and
member of the Orange County
Transportation Commission. Join
us for a festive atmosphere and
great networking opportunity.
■ October 23 — Hispanic Heritage
Scholarship Fund Annual
Scholarship Gala. At this event
award scholarships are given to
eight Hispanic students from local
universities. It’s a black-tie affair at
the Rosen Plaza Hotel.
■ October 24 — Festival de la Calle
Orange. This street festival is similar
to the one held in Miami, with live
bands coming from different Latin
American countries, lots of foods,
dancing and general festivities.
■
October 30 — Coqui de Oro
Awards. Held at Casa de Puerto Rico
(House of Puerto Rico), the awards
are given to outstanding members
of the community for their efforts
and achievements in various areas.
FM OCTOBER 2004 23

LEADERSHIP & EDUCATION
EVERY COMMUNITY NEEDS LEADERS TO ENSURE POSITIVE GROWTH; QUALITY
EDUCATIONAL OPTIONS ENSURE THE CREATION OF TOMORROW’S LEADERS.
A Place Like Home
Orlando Regional Sand Lake opens hospitality pavilion.
When a heart attack, emergency
surgery, motor vehicle crash or other
illness or injury turns a vacation or
business trip into a hospital stay, patients
are not the only ones needing care. As
treatment for the patient begins, family
members try to balance thoughts of
concern with questions of what to do
about shelter, food, transportation and
other needs.
The new Cynthia C. & William E. Perry
Pavilion at Orlando Regional Sand Lake
Hospital will help with answers. The 7,600
square-foot, two-story hospitality addition
will be a home away from home for
families of out-of-town hospital patients.
“In planning this project, we asked
ourselves what it would be like to be in a
community where you don’t live and you
or a loved one sustains an injury or suffers
an illness that requires hospitalization,”
says Mark Schaefer, Executive Director,
Orlando Regional Sand Lake Hospital.
“On any given day, for 30 patients and
their family members, this scenario
becomes their reality. We want to provide
a comfortable environment when the
need arises.”
The pavilion, which is connected to
the south side of the hospital, has 12
guestrooms, including two family suites.
“Because we are attached to the hospital,
family members are just a few feet away
from their loved ones,” says Cheryl
Cyr, Assistant Manager, Perry Pavilion.
“This allows family to check in and visit
day or night and even help with care
when possible.”
Other pavilion comforts include a
television, DVD/VCR player for each
guest room and a family gathering room
for sharing meals and social time; a
children’s activity room with games and
computers; laundry rooms; a health
resource center/library with health
information; a meditation garden; wall
and tiered fountains; covered patio,
benches and a family park with gazebo.
Creating a warm and inviting
environment for families has been a
long-time commitment for Bill and Cindy
Perry, who led the hospitality initiative
at Sand Lake Hospital.
“When a loved one needs medical
care on vacation or business, the family
needs a place to stay and they want to be
near their family member,” says Bill Perry.
“In 1999, we had the opportunity to
support two overnight rooms at the
hospital to make this possible.”
Though the rooms have made a
difference in the lives of many, more
help was needed, and Bill and Cindy were
looking for ways to provide that help.
“When we learned about the plans
for a pavilion, we felt this was our
opportunity to make difficult times easier
to bear for an even greater number of
families,” says Cindy Perry. “We see the
pavilion as a place of peace and love.”
Families of out-of-town hospital patients are provided a comfortable environment in the new Perry Pavilion.
The two began their commitment to
hospitality after a lonely experience they
endured when their first son was born.
Cindy’s parents had to drive hours to
reach the hospital and were only allowed
a one-hour visit. Because there wasn’t a
hospitality house available, they would
have to take the long ride home.
In addition to the major contributions
of Bill and Cindy Perry, the Perry
Pavilion was supported by hospital team
members, the hospital medical staff,
personal gifts from individuals, the
business community, the hospitality
industry and others.
“It’s no coincidence the word hospital
is found inside the word hospitality,”
says Peggy Smith, Director of Hospitality,
Orlando Regional. “Hospital staff
members often become as much a part
of the family support system as they are a
part of the medical team. The hospitality
found at the Perry Pavilion is a reflection
of the care and commitment of our team
members and the community.”
For more, go to
www.orlandoregional.org.
Final Listening to Leaders Forum
NOVEMBER 10
Lockheed Martin
Leadership Alumni introduced the
new Listening to Leaders Series two years
ago. In 2004, this series of six breakfast
forums have been designed to continue
the learning experience that started with
Leadership Orlando. Speakers offer
insights into the practices that have
helped them achieve success in their
fields, define leadership lessons taught in
their segments of the community, and
offer suggestions on strategies those
attendees can use to become better
leaders. Two Listening to Leaders forums
remain in this year’s series.
The Final 2004 Listening to Leaders
event will take place on Wednesday,
Nov. 10, featuring executives from
Lockheed Martin. Speakers will include
the Presidents of the three Lockheed
Martin companies located in Central
Florida: Joseph R. Cleveland, Lockheed
Martin Chief Information Officer and
President, Enterprise Information
Systems; Stanley R. Arthur, President,
Lockheed Martin Missiles and Fire
Control; and Dan J. Crowley, President,
Lockheed Martin Simulation, Training
and Support.
Listening to Leaders is a series of
breakfast forums designed to continue
the learning experience started in
Leadership Orlando. The series is generously
sponsored by our Leadership
Stewards: Joseph Terry of Bank of
America, Anne Chinoda of Florida’s
Blood Centers, Richard Fryer of IFREC
Real Estate Schools, Inc., Betsy
Culpepper of Orlando Regional
Healthcare, Roseann Harrington of OUC
– The Reliable One, and Thomas Pellarin
of PBS&J.
Register online at www.orlando.org.
Admission is complimentary for paid
members of Leadership Alumni. All others
pay $15 in advance or $20 at the door.
24 OCTOBER 2004 FM

LEADERSHIP & EDUCATION
Time to Mingle
Register now for October’s Chamber activities.
This month, the Orlando Regional Chamber of
Commerce will host several community events. From
sports luncheons to political networking activities,
these events are designed to give local business owners
and community leaders the opportunity to mingle
with like-minded individuals who wish to enhance the
local business climate in Central Florida.
Tip-Off — October 22
Chamber introduces new-look Orlando Magic
at community luncheon.
On Wednesday, Oct. 22, 2004, the Orlando
business community will be given an exclusive
opportunity to see its own Orlando Magic’s debut
appearance at the “Tip-Off” Luncheon. The entire
new-and-improved roster will be present, and you and
your family will be able to support the basketball team
and get autographs. This is the perfect chance to become
first-hand acquainted with the new Magic.
The event will take place from 11:30 a.m. to 1:30 p.m.
at the DoubleTree Hotel at the entrance to Universal
Orlando (5780 Major Boulevard).
This year, the Chamber is honored to have NBA
Commissioner David Stern as the guest speaker. Widely
accepted as one of the greatest executives among sports
organizations, Stern will share his thoughts and opinions
on Orlando’s new team.
Each person attending the Magic Tip-Off Luncheon
will receive a free Magic ticket (value $22) for opening
night on Nov. 3 versus the Milwaukee Bucks.
So come out and listen to the new team’s tactics
regarding the upcoming season!
For more information, contact Lisa Winkelbauer at
407-835-2448 or e-mail lisa.winkelbauer@orlando.org.
Cost: $550 Corporate 8-Pack; $75 Individual Tickets.
Politics in the Park — October 14
The 2004 Akerman Senterfitt Regional HobNob
“Politics in the Park” will take place on Thursday,
Oct. 14, 2004, from 4:30 p.m. to 8 p.m. at Baldwin Park
in Orlando.
Regional HobNob has become a community tradition,
as Central Floridians will come to mix, mingle and rub
elbows with local, state and national politicians in this
exciting election year. Local business owners get the
opportunity to network with the region’s leading business
and political leaders while enjoying an evening of fun,
fellowship and food.
This is one evening you won’t want to miss!
Fun was had by all at last year’s “Tip-Off”.
Kids had the chance to shoot hoops at the “Tip-Off” Luncheon.
Get Motivated
As UCF football kicks off this fall, the Orlando
Chamber is a proud supporter of the “Get Motivated”
Campaign featuring Coach George O’Leary. Below, the
ever-present Coach O’Leary motivates Central Floridians
to get behind UCF football.
Last year‘s HobNob drew big crowds.
Entertainment is part of the HobNob experience.
Who’s that peering over your shoulder?
For more information, contact Lisa Winkelbauer at
407-835-2448 or e-mail lisa.winkelbauer@orlando.org.
Cost: $350 Corporate 8-Pack; $50 Individual Tickets.
26 OCTOBER 2004 FM

Make a Difference
Junior Achievement seeking classroom volunteers.
Junior Achievement (JA) of Central Florida is looking
for business people in Seminole and Orange counties — as
well as Lake, Osceola and Volusia counties — to serve as
classroom mentors for students in elementary, middle
and high schools.
“It’s never too early for students to begin preparing
for careers, and for corporate employees to be good role
models,” said Scott Riddle, President of JA of Central
Florida, Inc. “Volunteering for Junior Achievement
offers a valuable experience for professionals — an
exercise in public speaking and a chance to positively
impact tomorrow’s workforce.”
JA volunteers teach students to value free enterprise
and our economic system. Regardless of a volunteer’s
background or experience, JA’s delivery system provides
training, material and support. Volunteers receive an
all-inclusive packet of materials — including a consultant
guide with scripted, detailed lesson plans and the
resources needed to lead activities.
Volunteer opportunities are available at three levels
and require approximately a one-hour time commitment
per week for five to eight sessions, depending on the
program. Elementary school programs teach students the
Kids learn about free enterprise from JA volunteers.
relevance of education to the workplace through fun and
interactive activities. Middle school programs use
problem-solving activities to help students develop skills
for success. High school programs prepare students for
the business world through courses in economics and
business, emphasizing real-world applications.
2004 Volunteer
Opportunities
Training is held monthly at Junior Achievement’s
office at 2121 Camden Road in Orlando. Dates
for the rest of 2004 are as follows:
Economics (grades 9-12) programs:
Tuesday, October 19 9 a.m. – Noon
Elementary and Secondary
(grades K-12) programs:
Thursday, October 21 9 a.m. – 11 a.m.
Tuesday, November 9 9 a.m. – 11 a.m.
For more information about volunteer opportunities,
contact Junior Achievement Volunteer Resources at
407-898-2121 or visit www.jaorlando.org.
Generous Gift
UCF donation for biomedical college could
have huge impact on region.
The University of Central Florida
(UCF) is one step closer to establishing
the state’s fourth public medical school.
UCF will have $10 million donated over
four years to build a new biomedical
college. The gift should qualify for
another $10 million under the state’s
matching-grants program, giving UCF
$20 million in which to build.
“It’s my hope this will be the start of
getting a full medical school associated
with UCF,” said Al Burnett, a Winter
Park resident. Burnett and his wife, who
made the donation, have been active
with local philanthropy, giving to such
groups as United Arts of Central Florida
and United Way.
“This is a remarkably generous
gift,” said UCF President John Hitt.
“If you’re going to be a player today
in the sciences, you’ve got to have a
strong entry in the biomedical and
biomolecular fields.”
Most of the $10 million gift will be
used to build a home for the new biomedical
college and buy equipment for
it. The school will set aside $2.5 million
of the gift, along with the expected state
match, for an endowment that
is anticipated to generate $250,000
annually for hiring faculty and buying
equipment.
The college will focus and expand
research in four main areas: cancer,
cardiovascular, neurodegenerative
(Alzheimer’s) and infectious diseases.
“Everyone seems to believe that this is
where the cures for the terrible diseases
we face, from cancer to Alzheimer’s, are
going to come from,” said Hitt.
UCF has been building up its lifesciences
and biomedical-research areas
in recent years in an attempt to garner
state approval to become the state’s
fourth public medical school.
If approval eventually comes, a
biomedical-science program would
be an essential ingredient, and the
overall impact on the region would be
extremely positive.
“The Central Florida area has been
awfully good to my family and me,”
Burnett said. “We try to support an awful
lot of charities, but UCF is our favorite.”
FM OCTOBER 2004 27

TOURISM, TRADE & TRANSPORTATION
THE THREE “TS” ARE MOVING CENTRAL FLORIDA INTO THE FUTURE. SEE HOW
TOURISM, TRADE AND TRANSPORTATION ARE WORKING FOR ALL OF US.
A Lesson in Mobility
Hurricanes Charley, Frances and Ivan show what future
traffic in Central Florida could be like on a daily basis.
During and after Hurricane Charley,
residents and visitors alike learned many
things including how to properly prepare
for a hurricane, the need for and understanding
of electricity, how to report price
gouging and scam artists, how to file an
insurance claim and that the traffic on I-4
on a typical day isn’t as bad as we thought
— for now.
More than 1.5 million people live in
Orange, Osceola and Seminole Counties.
In addition, more than 43 million tourists
visit the area each year. That means that
on any given day, an additional 500,000
people travel in our area, bringing the
total to 2 million people.
Then, upon being evacuated from
their homes because Hurricane Charley
was expected to make landfall in the St.
Petersburg/Tampa area, thousands of
Florida’s west coast residents fled to
Orlando. The additional visitors caused
miles and miles of congestion on
eastbound I-4 the day before the storm
and once again on the way back home
westbound I-4 after the storm.
In the meantime, thousands of homes
and businesses were without power. Long
Did You Know?
■ 33 percent of all crashes are
caused by earlier accidents
■ 57 percent of people who ride
LYNX to work could not get
there otherwise
■ 64 percent of Central Florida
citizens want more bicycle
lanes
METROPLAN ORLANDO
provides the forum for local
elected officials and transportation
experts to work together to
improve mobility.
Find out more in METROPLAN
ORLANDO’s recently published
2003-2004 Annual Report, titled
Power in Numbers. To receive a
copy, call 407-481-5672 or e-mail
info@metroplanorlando.com.
lines formed as residents tried to find gas
stations with power, home improvement
stores with chainsaws and people handing
out ice and water. What people may not
have realized is that this is what happens
when everyone attempts to do the same
thing at the same time — comparable to
commuting the same direction on the
same roads at the same time each day.
Among other things, Hurricane
Charley taught us what traffic might be
like in the future if we do not plan for and
properly manage growth.
As one of the fastest-growing
regions in the country, more
people will continue to move
and travel to our region, thus
placing more demands on
an already overburdened
transportation network.
Planning for the Future
Each year, METROPLAN ORLANDO
publishes the Tracking the Trends report to
measure the growth of congestion in the
region. It also gives an overview of how
Central Floridians’ quality of life may be
affected by congestion in the future. This
allows transportation planners to more
adequately plan for the future.
Below are some facts from the newly
published Tracking the Trends: 1999-2003
report:
■ The population will continue to grow at
a rapid pace. Between 1999 and 2003,
the population of Orange, Osceola and
Seminole Counties increased 17 percent.
By 2025, it is expected to increase
53 percent.
Traffic congestion will continue to increase in Central Florida.
State leaders, elected officials and transportation planners are constantly working together to find
transportation solutions for the region.
■ More tourists will visit Central Florida. By
2025, the tourist population will increase
an astounding 129 percent.
■ There will be more drivers on the roads.
Between 1999 and 2003, the number
of registered vehicles in the Orlando
Metropolitan Area increased 23.6 percent.
■ People will have a longer commute. Also
between 1999 and 2003, the average
number of vehicle miles traveled on a
daily basis increased 35 percent, and the
number of gallons of gasoline consumed
rose 13.3 percent.
■ Tourists and residents benefit from mass
transit. Between 1999 and 2003, the
number of passengers on the LYNX
transit system increased 9.7 percent, but
the number of passengers on the I-Ride
trolley system — in the International Drive
tourist area — increased 26.6 percent.
■ As one of the fastest-growing regions in the
country, more people will continue to move
and travel to our region, thus placing more
demands on an already overburdened
transportation network.
■ At the same time, more residents are
moving farther away from their place of
employment, and, therefore, are driving
more on Central Florida roadways. And
although residents complain about
congestion, single occupant vehicle travel
continues to increase.
If trends continue, everyday on
I-4 could become reminiscent of what
happened when the St. Petersburg/Tampa
residents fled from Hurricane Charley.
What Good Comes?
Just as we all came together after
Charley, state leaders, local elected officials,
transportation planners, private
businesses and citizens need to work
together to find transportation solutions
for our area.
Solutions could include better
transportation systems management and
operation, growth management and land
use strategies and more emphasis on
mass transit. And by working together
and addressing solutions as a group, we
can properly manage Central Florida’s
continued growth.
To receive a copy of Tracking the
Trends: 1999-2003, contact Jennifer
Wakefield at METROPLAN ORLANDO
at 407-481-5672 ext. 305 or via e-mail
at jwakefield@metroplanorlando.com.
Visit www.metroplanorlando.com for
information on this and other
transportation issues.
30 OCTOBER 2004 FM

TOURISM, TRADE & TRANSPORTATION
Industry, Community Celebrates CVB’s 20th Anniversary
It has been 20 years since the Orlando
CVB was established and joined together
with the industry to market what has
become one of the top visitor and meetings
destinations in the world. The CVB has also
spent the past 20 years building industry
and community partnerships. The CVB and
the community celebrated this anniversary
milestone at The Peabody Orlando
Aug. 4, 2004.
Proceeds from the event will be used
on behalf of CVB members to sponsor a
guest suite at Orlando Regional Sand Lake
Hospital's new Perry Pavilion. Our thanks to
the following CVB members who have chose
to provide significant financial support to the
fundraiser through their purchases of CVB
Platinum Partnerships:
AVW TELAV Audio Visual Solutions
Central Florida Hotel & Lodging Assoc.
CNL Hospitality Corp.
Florida Citrus Sports
Ford & Harrison, LLP
Freeman Decorating
Gatorland
GES Exposition Services
Hyatt Regency
Orlando International Airport
Interstate Hotels and Resorts
Kissimmee/St. Cloud CVB
Levy Restaurants
Loews Hotels
Massey Services
Mears Transportation Group
Orange County Convention Center
Orlando Regional Healthcare
Foundation
Orlando Utilities Commission
Orlando World Center Marriott
The Peabody Orlando
Radisson Barcelo
Reunion Resort
Rosen Hotels and Resorts
SeaWorld/Discovery Cove
Shepard Exposition Services
SunTrust
University of Central Florida
Walt Disney World
Walt Disney World Swan & Dolphin
Westgate Resorts
Wyndham Hotels
Bill Peeper, President of the Orlando CVB,
addresses the sold-out crowd of more than 500
community and industry leaders attending the
anniversary celebration at The Peabody Orlando.
The evening’s emcee WESH TV NewsChannel2 News Anchor, Claire Metz
and Orlando CVB Chairman Elect, Mark McHugh, President of Gatorland.
Former CVB Board Chairman (1993) Chad Martin
of consulting and marketing firm Martin, Mantle
& Bignon LLC, and wife Gale, Director of
Wyndham Palace Resort & Spa Black Tie to
Barbecue Catering.
From left: Orlando CVB Board of Director, George Aguel; Senior Vice President of Walt Disney Parks &
Resorts, Ana Aguel; Renee Rodon; and Director of the Orange County Economic Trade & Tourism
Office, George Rodon.
From left: Ruye Hawkins of Ruye H. Hawkins P.A.; former Orange County
Chairman, Linda Chapin; and GOAA Director of Public Affairs, Carolyn Fennell.
Orlando CVB Board of Director, Paul Snead,
President of Snead & Associates, and wife Cora.
William and Cynthia Perry, benefactors to
Orlando Regional Sand Lake Hospital's new
Perry Pavilion.
Orlando CVB Board of Director, Doug
Spencer, Vice President of Customer Service
for OUCustomer Connection, and wife Laurie.
The Honorable Orange County Chairman
Richard T. Crotty and George Aguel.
32 OCTOBER 2004 FM

CVB & Members Play Vital Role During Crisis
As a community partner, during
times of crisis, such as a hurricane, the
CVB’s role extends beyond its primary
role of marketing Central Florida to
potential visitors. Following are some
of the actions the organization takes
both before and after a hurricane.
Helping the Community
The CVB, prior to and after a hurricane
threatening the state, serves as the
central gathering point for information
on hotel availability and taking phone
calls on the Hurricane Evacuee Hotline
to place evacuees and local residents
in need of shelter. During Hurricane
Charley, the CVB Call Center staff, along
with other CVB staff who volunteered
to take calls during times of heavy call-in
volume, received 3,000 phone calls from
residents and visitors in search of a place
to stay on the hotline during Hurricane
Charley, alone.
“By gathering up-to-date information
from our accommodations members,
we can provide close to real time information
to callers on room availability as
well as give them phone numbers of
accommodations to call,” says Misty
Johantgen, vice president of CVB
Member Services. “In times of crisis, it
helps to be able to go to one source for
information as vital as locating a place to
stay if your home has been damaged or
is unsafe, or if you are visiting the area
and have to wait out the storm.”
Not to mention it helps the local
governments in keeping people off the
roads and out of harms way.
In addition, the CVB called all
1,300 Central Florida members to
touch base and determine status; served
as the industry contact for Orange and
Osceola Counties; rallied industry to
provide more than 3,000 meals for
evacuees and volunteers; secured much
needed ice, generators and volunteers;
and found housing for relief workers.
Helping the Industry
Below are examples of the vital
industry role the CVB takes on during a
crisis, such as a hurricane, to let others
know it is open for business.
CVB accommodations members provide
up-to-date hotel room availability to the
CVB’s Call Center during a crisis that involves
evacuees seeking shelter in Central Florida.
During Charley, the Call Center assisted
3,000+ callers.
Media
The CVB’s Public Relations
Department sends hourly media alerts
to the local and Florida media advising
of Metro Orlando hotel availability
numbers, status of attraction openings
and closings, and contact information
for other areas that could accommodate
hurricane evacuees.
In addition, the Public Relations
Department continuously updates its
international offices in order to inform
overseas visitors that Orlando is open
for business.
Public Relations also communicates
with local and national media after the
hurricane with information about hotel
room availability for local residents
seeking shelter due to loss of power and
a status update about Metro Orlando
visitor offerings.
Travel Industry
The CVB’s Travel Industry
Marketing Department send updates to
its U.S.-based receptive tour operators
regarding the status of accommodations,
attractions and other visitor
services in the Metro Orlando area. The
update is also distributed to the CVB’s
international representatives who have,
in turn, distributed the update to travel
agents, tour operators and other travel
industry representatives as appropriate.
Meetings Industry
The Orlando CVB’s Convention Sales
Department monitors the situation,
keeping in direct touch with meeting
planners on upcoming meetings or
conventions in the Orlando Market.
Orlando/Orange County CVB, Inc. Corporate Partners
Member Services
In addition to contacting
accommodation members for room
availability during the crisis, the
Orlando CVB also contacts its members
in the Central Florida area to check on
current status, learn about any damages
sustained due to the crisis and offer
assistance as needed.
Web Site
The CVB posts Hurricane Update
information on its consumer Web site,
orlandoinfo.com, as needed.
CVB Members Lend
a Helping Hand
The Orlando CVB would like to extend a
heartfelt thanks to all the CVB members
who rose to the occasion to help our
visitors and residents, as well as their
own employees who suffered hardships
as a result of Hurricane Charley. Below
are just some of the organizations that
helped out with everything from food,
ice and water to volunteers, accommodations
(for evacuees and emergency
and recovery crews), transportation, day
camps and monetary donations to date.
Thank You!
Air Boat Rides “Old-Fashion”
Anheuser-Busch Foundation
Arabian Nights
Bass Pro Shops
Central Florida Hotel & Lodging Assoc.
The Doubletree Club Hotel/LBV
Festival Bay at I-Drive
Grande Lakes Orlando
House of Blues
Hyatt Regency Grand Cypress
LYNX
The Mall at Millenia.
Orlando Magic Basketball
Orlando Marriott Downtown
Orlando World Center Marriott
Orlando Science Center
Pirate’s Dinner Adventure
Quality Suites Maingate East
Sam Snead’s Tavern, Metro West
Sleuths Mystery Dinner Shows
Staybridge Suites Orlando
Walt Disney World
Walt Disney World Swan & Dolphin
WordSpring Discovery Center
National
Travel Org
Nominates
Bill Peeper
to Board
The Travel Industry Association
of America (TIA) has nominated Bill
Peeper, President of the Orlando CVB, as
Treasurer of its 2005 Board of Directors.
TIA announced its nominated 2005 slate
of officers and members of the Board
of Directors Aug. 25 to the association’s
2,000 organization membership.
Formal approval is anticipated at the
association’s Annual Meeting during
the TIA Marketing Outlook Forum in
Phoenix/Scottsdale, Oct. 27–29.
“I am extremely pleased with the
distinguished individuals that have
agreed to help chart the direction
and guide the activities of TIA and
the industry,” says William S. Norman,
President and CEO of TIA.
“The designees possess the
experience, expertise and strong
leadership required to leverage new
opportunities that will benefit the
whole of the industry. We are
fortunate to have them.”
TIA is the national, non-profit
organization representing all
components of the $552 billion
travel industry. Its mission is to
represent the U.S. travel industry
to promote and facilitate increased
travel to and within the United States.
2005 Officers
National Chair
Barbara J. Richardson
Chief Marketing Officer, Amtrak
First Vice Chair
James A. “Jay” Rasulo
President, Walt Disney Parks & Resorts
Second Vice Chair
Dawn L. Drew
Vice President & Publisher,
National Geographic Traveler
Secretary
Graham W. Atkinson
Senior Vice President World Sales &
Alliances, United Airlines
Treasurer
Bill Peeper
President, Orlando CVB
FM OCTOBER 2004 33

CULTURE & TRENDS
COMMUNITY, CULTURE AND TRENDS. IT’S ALL REPRESENTED HERE.
Lighting Up Hopes
Hispanic families benefit from local
Ronald McDonald Houses of Orlando.
By José David Alvarez, HCCMO Director, CBR Public Relations
As one of the most visited cities in
the world, Orlando continues to be the
destination for thousands of families
who are looking for an exciting, fun-filled
vacation. But not all families visiting the
City Beautiful come looking for its thrills.
Orlando is one of nine cities nationwide
to be home to more than one Ronald
McDonald House. Since its opening in
December 1996, the first Ronald McDonald
House, located on the campus of Florida
Hospital, has been a “home away from
home” to more than 5,000 families. The
second Ronald McDonald House opened
in 2003 on the campus of Arnold Palmer
Hospital for Children & Women, doubling
the number of families served in Orlando
each year.
These houses serve families of ill
children receiving treatment at local
medical facilities. Research shows that sick
and injured children from all backgrounds
respond to hospital treatment much more
readily when their families are nearby. In
addition, modern medical procedures now
allow for many medically complex patients
to be cared for as outpatients. For those
reasons, the Ronald McDonald Houses
provide a special caring environment for
children and their parents.
Although the per-night amount families
are asked to donate is $15, no family
is ever turned away because of inability to
pay. Families are provided their own room
and a private bath. Everyone has access to
the library, playroom, laundry room,
gathering room, outdoor porches, dining
room and well-stocked kitchen, complete
with “help yourself” refrigerators and
cabinets to store personal food items.
Families from 26 countries, 43 states
and 59 Florida counties have been
served by Ronald McDonald Houses.
Approximately 22 percent of all families
who stay at the houses are Hispanic.
Like many other 501(c)(3) nonprofit
members of the Hispanic Chamber of
Commerce of Metro Orlando, the Ronald
McDonald Houses are preparing for a
holiday season filled with unique events
to increase awareness of the need to
support this important program.
Share-A-Night, Light-A-Light will light
up both houses during the holidays. For
Orlando is one of nine cities nationwide to be home to more than one Ronald McDonald House. Pictured
far right is Orlando Mayor Buddy Dyer.
a donation of as little as $15 (a family’s
night stay) a light will be added on
the outside of each House. A lighting
ceremony and an open house will be held
on December 9 at 6 p.m. at both Ronald
McDonald Houses of Orlando.
The Ronald McDonald Houses of
Orlando are setting examples of what
our local community has to offer.
Nonprofit organizations help not only
the local community, but the national
and international communities as well.
Let’s be a part of that and support them
in every way we can.
To find out more about how to donate
to Share-A-Night, Light-A-Light, or for
more on the Ronald McDonald Houses
of Orlando, visit www.rmhorlando.com
or call 407-206-0957. For more on the
Hispanic Chamber, call 407-428-5870
or visit www.hispanicchamber.net.
The Bilingual Factor
Learning Spanish can help business owners create opportunities.
Spanish is the fourth most widely
spoken language in the world after
Chinese, Hindustani and English. It’s
also America’s most popular second
language due to the proximity of
Mexico and immigration from Latin
America in recent years.
More than 400 million people
in the world speak Spanish, and by
some accounts another 100 million
have learned it as a second language.
According to the U.S. Census Bureau’s
2000 report, there are 28 million
Spanish-speakers living in the
United States.
The buying-power of the Hispanic
segment amounts to billions of dollars
spent every year, both domestically and
internationally, for the benefit of the U.S.
economy. Many multicultural hubs exist
in the United States where Spanish is the
unofficial second language of the local
community.
Orlando represents a major multicultural
hub, thriving in the diversity of its
consumers, businesses and industries. The
Orlando Metropolitan Area ranks as the
fifth largest Hispanic consumer market in
the country. Overall, Hispanics account
for 17 percent of Orlando’s population.
Developing conversational fluency
in Spanish can create new opportunities,
both professionally and personally,
for Central Florida’s workforce. At the
same time, the integration of a
multicultural diversity initiative can
be covered by a company’s professional
development budget, helping enhance
the HR benefits package.
Learning a language is a must for
any professional who understands the
global nature of the new millennium.
By joining the ranks of Spanish
speakers around the world, business
owners can:
■ Enhance commercial relationships,
make potential customers feel at ease
and increase market-specific profits
■ Save time and money by avoiding
communication errors through an
increased understanding of a client’s
native language
■ Create opportunities for professional
development within the company
and increase employee retention
■ Develop cultural understanding
through the knowledge of a new
international language
For more on developing a more effective
workforce with useful language instruction,
contact Berlitz Orlando at 407-248-8222 or
via e-mail at andres.goyanes@berlitz.com.
You can also visit www.berlitzorlando.com.
34 OCTOBER 2004 FM

In celebration of the positive Hispanic influence in Central Florida, the Orlando Regional Chamber of Commerce will be featuring a
monthly news story “en español” in FirstMonday for your reading pleasure.
Gala de Becas Herencia Hispana
En 1999, y con el apoyo del
ex-Presidente del Condado Orange,
Mel Martínez, un grupo de empleados
hispanos del Condado creó el Comité de
Celebración de la Herencia Hispana del
Condado Orange. El propósito primordial
de este comité fue la planificación y
organización de actividades para el mes
de la Herencia Hispana (15 de septiembre
a 15 de octubre). El Honorable Richard T.
Crotty, actual Presidente del Condado
Orange, ha continuado brindando su
apoyo a los esfuerzos de sus empleados.
Ya en su quinto año de celebraciones,
"la Gala de Becas Herencia Hispana
entra en una nueva fase. El comité que
organiza y presenta este excelente evento
recientemente se ha incorporado como
una organización sin fines de lucro
(sección 501-c-3) bajo las leyes del Estado
de Florida. Operando ahora bajo el nombre
oficial de Fondo de Becas Herencia Hispana
de Metro Orlando, el grupo ha organizado
una dinámica Junta de Directores,
presidida por Lizette Valarino, Asistente de
Richard T. Crotty, Presidente del Condado
Orange, y apoyada por varios líderes
empresariales de la comunidad.
La Gala de Becas Herencia Hispana es
la única actividad de recaudación de
fondos para estas becas. El evento es
organizado por la Junta de Directores
de la Fundación pero implementada
por los voluntarios de varias agencias
gubernamentales, la Cámara de Comercio
Hispana y muchos otros que creen en la
meta común de preparar el camino al
éxito para los jóvenes hispanos.
Este año, Gala de Becas Herencia
Hispana otorgará $16,000 en becas a
estudiantes de la Universidad de Florida
Central, Valencia Community College y
Seminole Community College. La cena
de gala se llevará a cabo el sábado, 23 de
octubre en el Hotel Rosen Plaza en
International Drive en Orlando.
Estudiantes galardonados en la Gala de Becas Hispanas 2003.
Para más información sobre boletos para el evento u oportunidades para auspicios, puede
llamar al 407-234-7364 o visitar www.hispanicchamber.net.
FM OCTOBER 2004 35

CALENDAR OF EVENTS
OCTOBER 1
Leadership Orlando
Registration Deadline
When: Class 65 Begins November 2–3, 2004
Contact: Kathy Panter at 407-835-2499 or e-mail
kathy.panter@orlando.org.
OCTOBER 6
Leadership Orlando
Class 63 Graduation
When: 7:30 a.m. – 5:00 p.m.
Contact: Kelly Nicholson at 407-835-2527 or e-mail
kelly.nicholson@orlando.org.
OCTOBER 7
Chamber Connection Meeting
When: 7:45 a.m. – 9:30 a.m.
Where: Orlando Regional Chamber
75 South Ivanhoe Boulevard, Orlando
Info: The Chamber Connection is a group of active
Chamber members who support the Chamber through
volunteerism for events, welcoming new members into
the Chamber, and assisting them in their efforts to
become active.
Contact: Ileana San Martin at 407-835-2487 or e-mail
ileana.sanmartin@orlando.org.
OCTOBER 13
Leadership Alumni
Board Meeting
When: 11:45 a.m. – 1:30 p.m.
Where: Orlando Regional Chamber of Commerce
75 South Ivanhoe Boulevard, Orlando
Info: Join guest speaker Mimi Hull, Ph.D., The Human
Relations Doctor. Dr. Hull is a corporate psychologist
who specializes in human relations assessment, training,
consulting and facilitation. (You can read her column
every month in FirstMonday.)
Contact: Ruth Mustian at 407-835-2441 or e-mail
ruth.mustian@orlando.org.
Sponsor: El Sentinel
OCTOBER 14
2004 Akerman Senterfitt Regional
HobNob “Politics in the Park”
When: 4:30 p.m. – 8:00 p.m.
Where: Baldwin Park, Orlando
Info: Come mix, mingle and rub elbows with local, state
and national politicians in this exciting election year.
Network with the region’s leading business and political
leaders while you enjoy an evening of fun, fellowship and
food. Vote for your favorite candidates in the Straw Ballot
Poll. This is one evening you won’t want to miss.
Sponsors:
Tickets: $350 Corporate 8-Pack; $50 Individual Tickets.
Contact: Lisa Winkelbauer at 407-835-2448 or e-mail
lisa.winkelbauer@orlando.org.
Host Sponsors: Akerman Senterfitt
OCTOBER 21
Small Business Chamber
Board Meeting
When: 11:45 a.m. – 1:30 p.m.
Where: Orlando Regional Chamber of Commerce
75 South Ivanhoe Boulevard, Orlando
Contact: Lisa Winkelbauer at 407-835-2448 or e-mail
lisa.winkelbauer@orlando.org.
Sponsor: BusinessWorks, Inc.
OCTOBER 21-24
2004 FUNAI Classic at
Walt Disney World Resort
Where: Walt Disney World Resort, Orlando
Info: The FUNAI Classic at Walt Disney World® Resort is
one of the longest running events on the PGA TOUR.
The inaugural event took place in the fall of 1971, the
same year the Disney Resort and the Magic Kingdom
opened to guests. Past tournament champions include
some of golf’s biggest names, including Tiger Woods,
David Duval, Mark O’Meara, Hal Sutton and Jack Nicklaus.
The Orlando Regional Chamber of Commerce is the sole
general admission ticket provider for the FUNAI Classic,
receiving all general admission ticket proceeds generated
from Disney’s PGA TOUR event in order to fund many of
the programs and initiatives that benefit the Central Florida
business community.
Contact: Orlando Regional Chamber of Commerce
FUNAI Hotline at 407-835-2525 or visit www.orlando.org.
OCTOBER 22
Orlando Magic “Tip Off” Luncheon
When: 11:30 a.m. – 1:30 p.m.
Where: DoubleTree Hotel at the Entrance to
Universal Orlando, 5780 Major Boulevard, Orlando
Info: This year, the Chamber is honored to have NBA
Commissioner David Stern as the guest speaker. Widely
accepted as one of the greatest executives among sports
organizations, Stern will share his thoughts and opinions
on Orlando’s new team.
Contact: Lisa Winkelbauer at 407-835-2448 or e-mail
lisa.winkelbauer@orlando.org.
Host Sponsors: Lowndes Drosdick Doster Kantor &
Reed, P.A., OUC The Reliable One, RBC Centura Bank
Supporting Sponsor: Tupperware Corporation
Media Sponsors: AM 580 WDBO, Central Florida
News 13
OCTOBER 27
Board of Governors
Executive Board Meeting
When: 8:00 a.m. – 9:00 a.m.
Where: Orlando Regional Chamber of Commerce
75 South Ivanhoe Boulevard, Orlando
Contact: Lisa Winkelbauer at 407-835-2448 or e-mail
lisa.winkelbauer@orlando.org.
Sponsor: Orlando Harley Davidson
OCTOBER 27
Leadership Orlando
Class 64 Education
When: 7:30 a.m. – 5:00 p.m.
Contact: Kelly Nicholson at 407-835-2527 or e-mail
kelly.nicholson@orlando.org.
OCTOBER 27
Hispanic Summit Planning
Committee Meeting
When: 11:45 a.m. – 1:30 p.m.
Where: Orlando Regional Chamber of Commerce
75 South Ivanhoe Boulevard, Orlando
Contact: Vilma Quintana at 407-835-2520 or e-mail
vilma.quintana@orlando.org.
OCTOBER 5
So Social Networking
Power Luncheon
When: 11:30 a.m. – 1:00 p.m.
Where: The Westin Grand Bohemian
325 South Orange Avenue, Orlando
Info: This networking luncheon is open to those
interested in getting more leads and growing your
business. There is no membership required.
Tickets: $15 in advance by 5:00 p.m. the day
prior to the event; $20 at the door; Orlando
Regional Chamber of Commerce Members pay
$10 (ask for discount at the door). Includes
buffet lunch, soft drinks, tax and gratuity
Contact: Scott Bender at 407-260-5200 or
e-mail scott@sosocial.com.
OCTOBER 20
So Social Networking
Happy Hour
When: 5:30 p.m. – 9:30 p.m.
Where: The Westin Grand Bohemian
325 South Orange Avenue, Orlando.
Info: $1.50 off all beer. $2 off all cocktails, wine,
and martinis. First Level Vodka cocktail is FREE.
Complimentary “butler passed” hors’s from 6:00
p.m. – 8:00 p.m. Valet parking is only $3.
Cost: $10; $7 for Orlando Regional Chamber
Members. Ask for your discount at Registration.
Contact: Scott Bender at 407-260-5200 or
e-mail scott@sosocial.com.
36 OCTOBER 2004 FM

MEMBERSHIP
WELCOME AUGUST’S NEW MEMBERS. LOOK FOR
SEPTEMBER’S NEW MEMBERS IN THE NEXT ISSUE.
Adam Burner
5281 Rocking Horse Place
Oviedo, FL 32765
Mr. Adam Burner
Advertising (Directories/Guides)
Grant Writer Development Network
703 Camarague Place
#205
Lake Mary, FL 32746
Ms. Kim Collier
Organizations (Non-Profit)
Party Pals
709 Edgewater Drive
Orlando, FL 32804
Ms. Kimberly Rhoades
Entertainment (Variety)
Alpha Mortgage & Loan Services, Inc.
3810 North Edgewater Drive
Orlando, FL 32804
Ms. Victoria L. Rock
Mortgage Bankers or Brokers/Real Estate
Grosvenor Building Services
3398 Parkway Center Court
Orlando, FL 32808
Ms. Rita McCauley
Janitorial and Cleaning (Services)
Praeos Technologies, Inc.
2215 Amherst Avenue
Orlando, FL 32804
Mr. Geoffrey Goldman
Computer Technology Solutions
Arthur Murray Dance Studio
5562 Lake Howell Road
Winter Park, FL 32792
Ms. Emily Ergman
Dance Studios/Schools and Halls
Harbor House, OCCADV
P.O. Box 680748
Orlando, FL 32868
Gail A. Patin, ACSW, LCSW
Organizations (Non-Profit)
Randstad North America
4255 West Lake Mary Boulevard
Lake Mary, FL 32746
Ms. Erin Green
Employment Agencies/Services
Ashley’s Catering
2817 Salisbury Boulevard
Winter Park, FL 32789
Mr. Ron Green
Catering
Hibiscus Place
5600 Silver Star Road
Orlando, FL 32808
Mr. Harry Sobhraj
Apartments
Reserves at Rosemont 1 & 2
3997 Rosewood Way
Orlando, FL 32808
Ms. Michelle Fox
Apartments
Atlantic Bay Mortgage Group
5055 South Highway 17-92
Casselberry, FL 32707
Mr. Craig Melton
Mortgage Bankers or Brokers
Jasmine Embroidery
Company Designs, LLC
2137 South Ridgewood Avenue
South Daytona, FL 32119
Ms. Darlene Knight
Advertising Specialties
S3 - Strategic Sales Solutions, Inc.
221 Eastpark Drive
Suite B
Celebration, FL 34747
Mr. Michael J. Johnson
Consultants/Sales/
Customer Service Consultants
Best Western Mayan Inn
103 South Ocean Avenue
Daytona Beach, FL 32118
Victoria J. Tingstrom, CHA
Hotels, Motels and Resorts
Co-Advantage Resources, Inc.
111 West Jefferson Street
Suite 100
Orlando, FL 32801
Mr. Don Worden
Employee Leasing
COMPuPAY
1010 Executive Center Drive
Suite 151
Orlando, FL 32811
Mr. Jeff Sampson
Payroll Services
Keller Williams Classic Realty
3300 South Hiawassee Road
Suite 107
Orlando, FL 32835
Mr. Chad Halley
Real Estate
Little Lady Development
2716 Cheval Street
Suite 107
Orlando, FL 32828
Ms. Monique Johnson
Real Estate (Developers/Builders)
Mary Kay Consultant - Deirdre Olden
112 Jupiter Circle
Orlando, FL 32811
Ms. Deirdre Olden
Beauty Services/Salons
Stuph Clothing
6790 Edgewater Commerce Parkway
Orlando, FL 32810
Ms. Theresa Synan
Screen Printing
Thyme to Cook
3095 Riverbrook Drive
Winter Park, FL 32792
Ms. Denise Claridy
Catering
Triple Eagle Experiences, Inc.
510 South Grandview Street
Mount Dora, FL 32757
Mr. Craig Lee
Ropes Courses
Contours Express Ladies Fitness
109 Gatlin Avenue
Orlando, FL 32806
Ms. Jody Gault
Health and Fitness (Facilities/Trainers)
Massage on the Fly
106 Sunset Drive
Longwood, FL 32750
Ms. Christopher Banks
Healthcare Services
Tropical Ford
9900 South Orange Blossom Trail
Orlando, FL 32837
Mr. Manny Messeguer
Automobile Dealers (New and Used)
Encore Creations, Inc.
4017 Lillian Hall Lane
Orlando, FL 32861
Mr. Eddie Diaz
Entertainment (Brokers/Coordinators)
Francisco X. Lopez
4445 Fountain View Lane
#504
Orlando, FL 32808
Mr. Francisco X. Lopez
Painters
Gevity
1900 Summit Tower Boulevard
Suite 800
Orlando, FL 32810
Mr. Eddy Chandler
Employee Leasing
Michael Pitt Credit Card Promotions, Inc.
1000 East Robinson Street
Orlando, FL 32801
Mr. Michael Pitt
Advertising (Agencies/Consultants)
Min H. So Law Firm, P.A.
5401 South Kirkman Road
Suite 310
Orlando, FL 32819
Mr. Min H. So
Attorneys
Oppenheimer
1044 South Kentucky Avenue
Winter Park, FL 32789
Ms. Jennifer Ryan
Management Consultants and Services
Regional Board of Advisors
Chamber Trustees
Small Business Chamber
BUSINESS.
COMMUNITY.
INTERACTION.
FM OCTOBER 2004 37

Responding to Community Needs
Chamber partner develops effective programs to enhance
regional quality of life.
The Orlando Regional Chamber of Commerce has
partnered with many community organizations over
the years in an attempt to build positive coalitions. One
of these community partners is the Junior League of
Greater Orlando (JLGO).
JLGO is a volunteer organization for women interested
in making a positive impact in their communities.
Members help to build coalitions, identify community
needs, and develop effective and responsive programs to
serve these needs. (See July 2004 issue)
JLGO supports the following community
programs:
■ Community Action Team (CAT)
This group enhances the JLGO’s visibility, outreach,
reputation and impact in the community by providing
trained volunteers in response to requests for short-term,
one-day volunteer needs of community-based nonprofit
organizations. These opportunities are referred to as
Done in a Day (DIAD) events.
■ Family Support & Visitation Center (FSVC)
FSVC provides a safe, neutral, homelike setting for
supervised visitation between children in foster care and
their families. Operated by Devereux, FSVC also provides
case management and interactive parenting classes to
help families in crisis.
■ Footsteps to Success
This program encourages “at risk” teenage girls (at Great
Oaks Village) to make informed choices about lifestyles
and careers. The primary roles of JLGO members are
mentoring the teens and planning and implementing
activities that help the teen-age girls learn independent
living skills.
■ Teen Court
Teen Court offers first-time juvenile misdemeanor
offenders alternative sanctions to the standard juvenile
court process. The program helps reduce the number of
cases referred to Juvenile Court. Every verdict includes
community service and jury duty for a future Teen
Court proceeding.
■ Women’s Residential Counseling Center (WRCC)
The WRCC is a transitional living facility for working
single women and mothers with children run by the
Coalition for the Homeless of Central Florida. JLGO
provides tutoring to school-age residents and life-skills
presentations to women at the Center.
■ Youth Center (Rock Haven)
On the second Friday of the month more than 1,000
middle school students gather at Rock Haven to dance,
socialize, and make new friends. Rock Haven dances
were created in the 1980’s to provide a fun, safe, alcohol
and drug free environment for Orange County Middle
School students
For more on the JLGO, call 407-422-5918 or e-mail
office@jlgo.org or webmaster@jlgo.org .
Junior League of Greater Orlando Fall 2004 New Member Class.
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38 OCTOBER 2004 FM