FM Oct 04 PDF - Orlando Chamber of Commerce

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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
Page 1: Vol. 7, No. 10 OCT 2004 THE ART OF
Page 4 and 5: UPFRONT Building Community More Imp
Page 6 and 7: BUSINESS & TECHNOLOGY THE LATEST NE
Page 8 and 9: BUSINESS & TECHNOLOGY Power Search
Page 10 and 11: BUSINESS & TECHNOLOGY Looking Ahead
Page 14: BUSINESS & TECHNOLOGY Not So Blown
Page 17 and 18: Retirement Plans: A Big Benefit for
Page 24: LEADERSHIP & EDUCATION EVERY COMMUN
Page 27: Make a Difference Junior Achievemen
Page 32 and 33: TOURISM, TRADE & TRANSPORTATION Ind
Page 34 and 35: CULTURE & TRENDS COMMUNITY, CULTURE
Page 36 and 37: CALENDAR OF EVENTS OCTOBER 1 Leader
Page 38: Responding to Community Needs Chamb

FM Oct 04 PDF - Orlando Chamber of Commerce

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