Emergency Management Geoff Luebkemann Q&A

Emergency Management 2021

FFR&L sat down with Geoff Luebkemann of FRLA recently and asked him some questions about emergency management in Florida. He has been involved in the State Emergency Response Team (SERT) for more than two decades in various roles. Currently he leads FRLA’s efforts in Emergency Support Function (ESF) 18, Business, Industry and Economic Stabilization and is the Senior Vice President for Education & Training at FRLA.

Q: Can you describe the importance of FRLA’s involvement in the private sector partnership and ESF 18? A: Being named as a primary private sector partner in the state’s Comprehensive Emergency Management Plan, the organizing document and actual “playbook” for emergency responses, is both a tremendous honor and a responsibility. It means that FRLA is an official component of the SERT and must commit time and resources to staffing emergency activations. crucial decisions are made, resources allocated and problems solved is beyond measure.

Q: What do you see as the lay of the land for emergency management for 2021? A: The Florida Division of Emergency Management (DEM), a state government unit that reports directly to the governor, is one of, if not the, best of its kind in the U.S. DEM has its roots all the way back to lessons learned from Hurricane Andrew, when we lacked a fully integrated state and county response framework. Since those days, DEM has trained relentlessly, been tested rigorously by actual emergencies and recruited nontraditional partners such as private industry to ensure we bring the best possible team and resources to any situation. The amount of experience and capability that DEM and the SERT bring to bear are formidable, and I expect more of that same level of excellence this year. I strongly recommend every business leader and Florida resident visit FloridaDisaster.org.

Q: What should the hospitality industry be focusing on as it prepares for the 2021 storm season? A: Business organizations must plan for all types of emergencies. In Florida, our thinking can tend toward storm-centric, but the list of hazards that can sideline a business is much broader than weather events. C-suite and enterprise-level leaders must prioritize this as matter of organizational culture and ensure that it gets appropriate attention throughout the business down to the operating unit or property level. “If you fail to plan, you plan to fail” is a bit hackneyed but nonetheless true. Two critical aspects of successful planning for hospitality businesses are to ensure employees have individual and family plans, and that the business and its team know how to rally and communicate after an event. Visit FloridaDisaster.org and Get a Plan!

Q: What are the most important things for business leaders to remember for disaster recovery? A: The most important thing to do is to put the effectiveness of the response first, prioritizing people over profit until critical needs are met and the immediate pain of the situation is dealt with. Hospitality operators are highly competitive, but the response and recovery phases of an emergency must be undertaken with the greater good in focus. Our industry has consistently demonstrated selflessness and care for neighbors in these situations by feeding and lodging those in need and continuing in that mode of “whatever it takes” to comfort those affected and getting lives restored to normal is noble and essential.

Q: What was your biggest “aha!” moment as you led FRLA’s response for DEM these last few seasons? A: The positive impact of being embraced as a full partner with DEM. There was a time when the business community was not included in fundamental planning and discussions yet were expected to devote people and resources to meet emergency needs. Now, rather than being viewed simply as a commodity, we are welcomed as full partners through all phases of emergency management, from blue skies to response and recovery.

Q: Do you have any memorable moments or experiences from the SERT? A: Of many memorable moments being involved with the SERT, two situations come to mind. Both underscore the resiliency and capability of the SERT. First are the historic storm seasons of 2004–05 when, in summary, the SERT was simultaneously responding to five tropical storms. This demonstrated the SERT’s deep reach and commitment to mission. The second was the tragic Deep Water Horizon environmental disaster. This event underscored the SERT’s effectiveness and range in matters not weather related, when it was essential to protect Florida’s hospitality economy from the images broadcast internationally on the news each night, mischaracterizing impacts to Florida.

Q: What is your favorite hurricane provision? A: Peanut butter (crunchy!!) and crackers!