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Fiberbuilt Tips From an Old Professional
Tips From an Old Professional My Experiences as a Supplier in the Hospitality Industry
Ihave always believed if I was going to take advice from anyone, it would be from someone successful at the subject of the advice. So this first column (and, honestly, maybe my only) begins with some background about me, and you can decide if you care to read the rest. Two decades ago, my partner and I started an outdoor beach, pool and patio umbrella marketing company. We then morphed into the actual manufacturers. We began this company on credit cards and had little money for marketing, so I explained that my marketing plan was that we were “Busch beer disguised as Heineken.” Simply put, we needed to look successful, even if we were not at the time.
I discovered very quickly that industry associations gave me great opportunities to interact with decision-makers without spending a lot of money. These associations allowed me to use my sweat equity (volunteering for every committee, working at the golf outings and packing goodie bags the night before), which also began to build my reputation of a member who is “all in.” I started with the CFHLA in Orlando. Under the tutelage of Rich Malendecki, I learned consistency By JORDAN BECKNER and hard work gets you noticed. We then became active with the Florida Hotel & Lodging Association with all the greats (i.e., Keith Overton, Jim McManemon and Tommy Waits). The FHMA was saved by the Florida Restaurant Association, and we are now Florida Restaurant & Lodging members and sponsors. We also worked in some of the national associations, including the American Hotel & Lodging and the American Resort Development Association. I rose to serve as the chairman of the suppliers in both national organizations through faithful attendance and avid participation.
My tip for you? If you are a new supplier to the FRLA, remember that you get out what you put in to your membership. Don’t expect as much out of the membership if you just pay your membership dues. Get active in your local chapter and the state chapter. Next time, we will discuss strategies for how to get involved.
Jordan Beckner is the President of Fiberbuilt Umbrellas & Cushions.
Celebrating
20
Years 2000-2020
Verdenia C. Baker
COUNTY ADMINISTRATOR, PALM BEACH COUNTY, FLORIDA
erdania C. Baker is responsible for carrying out the policies of the Palm Beach County Board of County Commissioners. A certified financial manager, Verdenia oversees the daily operation of county government, which includes more than 5,500 employees and an annual budget of approximately $5.2 billion. She collaborates daily with representatives of other jurisdictions, developers, private industry, and civic and community organiza-tions on issues of interest pertaining to the county. V
As the county’s administrator, you’ve taken an active interest in The Palm Beaches TV. Why is this a priority for you? Tourism is one of our primary industries in Palm Beach County and has a tremendous economic impact. One of the agencies under my purview is the Tourist Development Council. When the idea of a designated channel dedicated to tourism was presented, I immediately recognized the opportunity for The Palm Beaches TV as a unique marketing tool. And when I saw the introductory piece, “Discover The Palm Beaches: The Perfect Place,” which is a 4-minute video that was originally voiced by actor Ray Liotta, I was stunned. It’s breathtaking. I knew then that we were on to something really good. There is no better way to showcase our beautiful beaches, award-winning parks and vast lakes than by presenting them on this kind of platform. Given that Palm Beach County is more than 2,000 square miles of landmass, there is plenty of space for recreational activity. Which shows on The Palm Beaches TV best represent this asset, in your opinion? The wonderful thing about having an entire channel solely dedicated to tourism is that it allows the opportunity to focus on all of our natural assets. From fishing to snorkeling to bird watching, we have created shows that highlight those activities in depth. Trust me, even if you’ve never considered bird watching, you might be surprised at how much you enjoy the series Birding Adventures, which airs on the channel. How important is it to you that content on the channel be family friendly? Just as the county is diverse in its residents, the channel is inclusive and appeals to people of all ages and shows that there’s something here for the young and the young at heart. A parent will never have to worry about their child seeing anything inappropriate while watching The Palm Beaches TV for hours on end. In fact, they might even learn a thing or two – like where the manatees are or what giraffes eat. There’s even a series on the channel, Little Wonders of the Palm Beaches, that’s hosted by a teen. So we want to entertain and inform not only the adults about how to enjoy The Palm Beaches, but the youngsters too.
In the few short years that the channel has been in existence, what kind of growth have you seen? The channel’s growth has been steady. It is now available in more than 4,000 hotel rooms as a designated channel. The mobile app launched last year, which makes the channel even more accessible. I’m pleased that we are also able to show the channel in public spaces like Palm Beach International Airport Baggage Claim area and the Palm Beach County Convention Center. It’s also available on Roku. We look forward to working with any hotel in the county that wants to make The Palm Beaches TV available in-room to their guests. How has the channel engaged the community? The Palm Beaches TV offers many opportunities for community engagement by presenting stories from the county’s rich history and featuring the many cultural gems that exist here. Visitors may not know about the legacy of the Muck Bowl in Pahokee, the annual street painting festival that happens in Lake Worth Beach, or the inspiring story of the women pioneers in the sport of polo. These are just a few of the segments you will find on the channel. Your county is in the unique position of having not one, but two professional baseball stadiums. How does that impact tourism? Yes, we are quite fortunate to have two stadiums that host four major league baseball teams for their spring training. These venues allow us to draw baseball fans here and then keep them busy with so many additional entertainment and culinary options. Now, if we could just get some major league baseball broadcast licensing for The Palm Beaches TV … I’m kidding, of course, but we do offer a glimpse of Roger Dean Chevrolet Stadium and FITTEAM Ballpark of the Palm Beaches on The Palm Beaches TV.
