FSAE Source -September/October 2013

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Jim Ayotte, CAE Jim Wacksman Lisa Chamberlain, CMP

2013 FSAE Leadership Award Winners

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SEPTEMBER/OCTOBER 2013

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WHAT’S INSIDE

SOURCE MAGAZINE: THE OFFICIAL PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES SEPTEMBER/OCTOBER 2013

Membership/Marketing

Chairs’ Corner.............................. 7

FEATURES 12

What’s Happening @FSAE....... 25

Beyond Google:

Promoting Your Association’s Benefits

8

Ten years ago, when people needed information, they called the industry’s association. Today, unless the association’s website is one of the first few results on a Google search, the consumer may never know the association exists.

Tired Dues?

Let me encourage you to begin researching and reviewing the “Tiered Investment Schedule” based on member benefits and values.

By CHUCK EWART President,The Ewart Group 2013 Conference Speaker

10

By robert skrob, cae Executive Director, Membership Services, Inc.

16

Where is YOUR Association?

An interview with Lisa Chamberlain and Lisa Murphy.

Eventually products become so generic that the market evolves into a “big box store” or morphs into high value offerings. Today the consumer is pursuing ever more the experience.

By kordell norton 2013 Convention Speaker

Destination Management Organizations

A Unique Lobby for Associations

The Next Steps for Advancing the Value Your Members Want

By Carolyn R. Fazio AAC 2013-14 Chair Senior Strategist / CEO, Fazio International Ltd.

18

2013 FSAE Leadership Award Winners

By Adrian Amos, FSAE Marketing, Communications & Technology Manager and Source Editor 4

SOURCE • SEPTEMBER/OCTOBER 2013

IN EVERY ISSUE

Buyer’s Guide............................ 26 Properties Special Section.......... 28 People, Places & Things............ 32 New Members............................ 33 Foundation Contributors............ 34 2013 Calendar............................ 34

Network

with us

Postmaster: Send address changes to: Association Source, 2410 Mahan Dr., Suite 2, Tallahassee, FL 32308-5302. Periodical postage paid at Tallahassee and additional offices. Copyright ©2013 FSAE This publication may not be reproduced in whole or in part without written permission. association source is published 6 times annually. Phone: 850-222-7994; Fax: 850-222-6350; E-mail: fsae@fsae.org; FSAE Online: http://www.fsae.org.

ISSN #1066-8691.

20

Creative Ways to Use Video to Connect with your Members

By Jim Wacksman President, Association Studios

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Source Florida Society of Association Executives 2410 Mahan Drive, Suite 2 Tallahassee, FL 32308-5302 contact numbers: Phone ........................ (850) 222-7994 Fax ............................ (850) 222-6350 E-mail ........................... fsae@fsae.org Website ......................... www.fsae.org President/CEO: Deanna Menesses, CAE deanna@fsae.org; (850) 702-0943 Director of Education and Events: Summer McKanstry summer@fsae.org; (850) 702-0942

PRSRT STD U.S.POSTAGE Office Manager/Bookkeeper: PAID Paige Graham PERMIT NO. 230 paige@fsae.org; (850) 702-0945 PANAMA CITY, FL

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A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

CHAIRS’ CORNER From eleanor warmack, CAE, cprp Executive Director Florida Recreation and Park Association, FSAE Chair

W

hat a great conference we had in July in Tampa! I know if you were there you will echo our sentiments that the City of Tampa welcomed FSAE and provided a great venue for us to network. A special thanks to the Conference Committee led by Jim Ayotte and Lisa Chamberlain for a terrific event.

This issue of FSAE Source focuses on membership, and you will see an article

by Marsha Kiner, the FSAE Membership Committee Chair, who speaks about her personal FSAE experience and the value she has received from her membership investment. Recently we have heard “I can’t attend the FSAE Conference, can’t go to the Retreats and Roundtables, and the topics at the Executive Series Luncheons just don’t interest me, so it is really difficult to find the value in my membership.” Dangerous of me to say, but I would agree with you – why would you (or your organization) pay for a membership that you are not going to utilize?

Even in the “vending machine” world we live in, you can’t stop at just putting your money in — you have to make a selection. Paying of the membership is only

The FSAE Board is continuing our internal assessment and will host some small focus groups to gather information on the relevancy of FSAE and our menu of services. A special thanks to Robert Skrob, Marsha Kiner and Hester Ndoja for making these information gathering sessions happen. We’ll glean some great insight into how our members value our services, and input from non-members on why they are not joining FSAE. We are looking forward to the results of our work and reporting to you on how FSAE will move forward in the coming year. I hope to see you with your tool belt on building that network that will sustain you throughout your professional career and beyond.

On a personal note, I want to thank each of you who sent your condolences and heartfelt sentiments to me on the passing of my Father. If you were at Conference you heard me talk about my parents and the special place they have in my life and the contributions they made to get me where I am today. It is a loss that was somewhat softened knowing that so many friends were holding us in their thoughts.

the first step in your FSAE experience.

The rest is really up to you. Whether you choose to participate as a volunteer or attend functions is your choice. In my early years of FSAE membership as a student in Association Management at FSU and into the very early years of my career, I was not able to attend the conference and many of the events, but the ones I did attend were powerful networking opportunities for me.

Whether the lunch speaker interested me or not, the 9 people sitting at my table did.

From those experiences I have gained valuable contacts and some terrific friends.

“Too many people overvalue what they are not, and undervalue what they are.” — Malcolm Forbes Going forward we need to have confidence that what we are providing our members is sound and provides for a positive member experience. However, we can only do what we can do – the rest is truly up to you. Opportunities abound in each FSAE activity for you to build your professional network and catapult your career.

It’s up to you to take full advantage of the FSAE experience.

by jim ayotte, cae Executive Director Florida Manufactured Housing Association, Inc., FSAE Foundation Chair

A

The FSAE Foundation Is About Managing Your Career Success

fter the last issue of Source, I had an interesting conversation with several of my Board members about leadership. One of my Board members initiated the discussion by suggesting that association leadership is more challenging than private business. He discussed how in his business he makes the decisions and communicates the action plan to his employees. As a Board member, he was somewhat frustrated by the slower pace of decision-making because everyone wants to voice an opinion. I agreed that consensus-building can take longer, but outcomes

are often better due to input from more people with different experiences and perspectives.

The conversation got me thinking about my own leadership style and how I rely on different approaches depending on the situation. Sometimes I’m out in front arguing my case for a certain decision or project, other times I’m pushing from behind to make sure we’re not losing momentum for an activity or a program and still other times I sit quietly while Board members hash things out between themselves.

In this role I’m primary a facilitator mak-

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

ing sure everyone has an opportunity to be heard. The conversation with my Board members was complimentary about the leadership skills necessary to be a successful association executive and it made me proud of what I do for a living.

This brings me to the point of this article. As an association executive, aspiring association executive, meeting planner, hotel sales or catering manager or hospitality industry service supplier you have chosen a career in leadership. The FSAE Foundation is all about creating opportunities to continued on page 11 SEPTEMBER/OCTOBER 2013 • SOURCE

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By CHUCK EWART President,The Ewart Group 2013 Conference Speaker

Tired Dues?

I

recently received an e-mail from a friend with a chamber of commerce in Tennessee. The subject line of the message immediately caught my attention. It read... “Tired Membership Dues!”

She was inquiring about my services to assist them in moving from their current “fair share” dues formula to a new “Tiered Investment Schedule.” I am looking forward to working with them as they go through that process in the very near future.

The old “fair share” formula is truly the “tired dues schedule” in most chambers of commerce and associations. In research for a course that I teach for the Institute for Organization Management entitled “Dues & Don’ts,” I discovered that the fair share formula has been around for a long, long time... and for a long time, members have questioned “what’s fair about it?” Whether you realize it or not, a large number of your members do not like the fair share formula and wonder why you “give away the store” to solicit a new member that will end up paying less than it costs the organization to service that member account. That is why so many organizations are moving to the Tiered Investment Schedule.

Let me encourage you to begin researching and reviewing the “Tiered Investment Schedule” based on member benefits and values... not on the number of employees a business may have.

Businesses want to invest in an organization that is providing meaningful value and a true “ROI.” Several years ago, the Yale University School of Management conducted a study for the New Haven, CT, Chamber of Commerce (established in 1794) that indicated the chamber was leaving significant investment dollars on the table by continuing to use the old, worn out fair share formula.

Are you leaving dollars on the table? I recently

worked with the Chamber SWLA, in Lake Charles, LA on their new “Tiered Investment Schedule.” We test drove the new schedule with five of their current members... the organization realized a net increase of over $6,000 from those five visits. The beauty of the Tiered Schedule is that it can work for you... and please remember... Change = Opportunity! Seize the Future! Let us know how we can help!

Chuck Ewart, President of The Ewart Group located in Spartanburg, SC, has over 33 years of experience in organization management. He can be reached at 864-582-0541 or cewart@TheEwartGroup.com. www.TheEwartGroup.com

The old “fair share” formula is truly the “tired dues schedule” in most chambers of commerce and associations.

8

SOURCE • SEPTEMBER/OCTOBER 2013

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

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By kordell norton 2013 Convention Speaker

Where is YOUR Association?

The Next Steps for Advancing the Value Your Members Want

T

he South attacked from the north. And the North attacked from the south. What insights from the battle of Gettysburg are there for associations? Consider some basic principles.

Transactions grow up into Transformation

As business matures, and competition increases, most products and services become more transactional. Specialized offerings get more competition, which forces everyone to sharpen their pricing, or get some sort of edge. Eventually products become so generic that the market evolves into a “big box store” or morphs into high value offerings. Consider the overrun of Sears by Wal-Mart (transaction) and Nordstrom (transformation).

When you want a makeover you do not go to Wal-Mart. You go to Nordstrom’s.

Think ice cream cones.

The grandkids still think soft serve ice cream is great. Not the teenagers. To them, there is something a lot better. They want ice cream, but they also want thousands of choices. The chocolate sprinkles, cherries, Oreo cookie bits and a whole cadre of other options, all mixed together on a large marble slab that transforms simple ice cream into the Cold Stone Creamery experience.

Transformations are the building blocks for Experiences

The single serve ice cream cone may cost you a buck. But the Cold Stone Creamery product doubles, triples, or increases the price paid by a factor of 5 or more. It should. It’s a real experience.

The single serve is a transaction. It is a generic product that can be purchased at many locations. But that transformation of marble and ice cream is where you take your date for an experience.

Today the consumer is pursuing ever more the experience.

Consider the following examples: Transaction Single Serve Ice Cream Cone Roller Coaster

Starbucks Coffee Association Education Event

Transformational (the experience) Cold Stone Creamery Space Mountain in the Magic Kingdom Sidewalk Café in Paris Gettysburg Staff Ride

Staff Ride? What the heck is a Staff Ride?

Today a common occurrence is for a group of executives from XYZ Corporation to travel to Gettysburg, Pennsylvania.

There they find themselves on a bus with an expert in the Civil War. For the next several days, these executives are transported to the various Gettysburg locations where history is narrated by this 10

SOURCE • SEPTEMBER/OCTOBER 2013

expert. Woven through the lessons of the good and bad leadership of this battle, the group is taken through their own leadership challenges in their modern day environment. Discussions occur, similarities debated, plans made while leadership and management are improved.

This is a long way from an association breakout on leadership.

It is a major revolution in traditional education from the convention fee transaction and the purchased general sessions or breakouts.

When Associations Go Experiential

People want experiences. They pay big bucks for them because they transform lives quickly and are memorable for a lifetime. The wedding ceremony, graduation, birth of a child and so on. They are anticipated for long periods. Consider the Blue Man Group Concert, those season tickets for your sports team, or a trip to New Orleans or Vegas.

They reek of participation. You can watch Guy Fieri on his TV show: Diner, Drive-ins and Dives, or you can make the pilgrimages to the various featured eating locations and relive the magic.

Experiences are so powerful we want to share them with others. The wedding invite, the double date, taking the kids, “now that they are older,” back to Disney World.

When your association goes from facilitating the transactions of the next event, to creating member experiences ...the businesses of your members will transform; as will your own organization.

Making your efforts more experiential will make membership go up, cost of marketing will decrease, word of mouth buzz will skyrocket, volunteerism will increase, retention improves, and succession in leadership will grow solid.

How do YOU Create an Association Experience?

There are hundreds of elements that go into creating an experience like using authority figures, calories, illumination, and eclectic pursuits with smell, taste and touch. A few to consider:

Raiment

Great experiences require a change of raiment, or clothing.

It is the wedding dress, the graduation gown, the sports jersey for the big game. What special clothing is involved with your continued on page 13 A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

Chairs Corner continued ....

In the July/August issue of Source, we inadvertently left off Christopher Fox’s and Doug Eadie’s biographies at the end of the Leading Out-ofthe-Box Change. Please accept our humble apologies.

Christopher Fox is executive director of the International Association for Dental Research and the American Association for Dental Research. He may be reached at CFox@IADR.org. Doug Eadie is founder and president of Doug Eadie & Company, and works with organizations to build higher-impact governing boards, develop stronger board-CEO partnerships and update their strategic directions. He may be reached at Doug@DougEadie.com.

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help you develop and polish your leadership skills. Leadership opportunities and skills learning come in many forms and formats. Sometimes they are from formal programs and other times they happen in social settings. Over the next few months, the FSAE Foundation is sponsoring programs that will enhance your skills.

The FSAE Foundation Think Tank is September 25-27, 2013 at the Sirata Beach Resort & Conference Center in St. Pete Beach. The annual Think Tank is an awesome event where FSAE members get to dive deep on a topic and come away with real solutions. This year’s topic is The Membership Nexus: Positioning Your Association in the Face of Challenging Revenue Streams. Bill Pawlucy, CAE, founder of Association Option, will lead participants through a series of discussions to determine how associations meet changing membership needs. Specifically, participants will explore how to improve non-dues revenue streams, serve changing member needs and how to not only survive, but strive in the face of static and declining membership. This program will be well worth your time and investment.

Lastly, I want to encourage all FSAE members, both executive and associates, to consider registering for the inaugural class of the FSAE Leadership Academy.

FSAE has partnered with the University of Florida Executive Education to develop an intensive in-person and online training course on core leadership skills.

The registration deadline is September 30 and the class will begin in January 2014.

The FSAE Leadership Academy provides an excellent opportunity to enhance your career skills, and the Foundation is offering scholarship assistance for those who qualify.

I look forward to seeing you at Think Tank.

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SEPTEMBER/OCTOBER 2013 • SOURCE

11

By robert skrob, cae Executive Director, Membership Services, Inc.

Beyond Ggle:

:

Promoting Your Association’s Benefits

A

t 10 years old, my son wanted to know the truth. And where do you think Robert went to find the truth? He googled it.

Our family computer sits on a little desk in the kitchen. I walked by one afternoon and saw Robert reading a “mommy” blog. The headline of the post was “How to Deal With the ‘Is Santa Claus Real’ Question.” The days of “Santa” were over at our house.

It started with the Tooth Fairy. Robert had been fascinated with the Tooth Fairy his whole life, writing notes to the Tooth Fairy and asking a lot of questions that were difficult to answer.

Now Robert’s doubts about the Tooth Fairy had begun to cloud Santa Claus’s reputation as well.

As our son started to see the holes in my wife’s and my answers about these key players in his life, he took the keyboard in hand, visited Google.com and searched for “Is Santa real?” He found a variety of sites advising parents when to tell their kids that Santa isn’t real.

When I saw the topic on the screen, I just kept walking. I pretended not to notice. Robert kept clicking away with the mouse.

I found out later that he was checking out the Tooth Fairy while he was at it.

Hoping to avoid an uncomfortable discussion, I had done the only grown-up thing I could think of: I avoided him. He got his mom, though! Robert left the browser window open with the mommy blog post about when you should tell your child that Santa isn’t real. When my wife found it, she thought I had carelessly left it up, but no. It was a passive-aggressive statement from our fifth-grader.

The conversation was easy at that point. It mostly involved my son shrugging his shoulders and saying, “I don’t care. I knew it a long time ago.”

It’s a bit disturbing that my son went to the Internet to discover the “truth,” but it says a lot about our society today. I’m not talking about lying parents; that’s a topic for another day. What I find interesting about this story is what it tells us about where people go to find their information.

Yesterday’s Membership Benefits

Ten years ago, when people needed information, they called the industry’s association. Way back in our Harris Management Group days, we routinely fielded consumers’ calls about afford-

12

SOURCE • SEPTEMBER/OCTOBER 2013

able housing, skin rashes and complaints about moving companies. Today, unless the association’s website is one of the first few results on a Google search, the consumer may never know the association exists.

The sad part for associations is that it’s the same with their actual members as well. In the 1990s and before, members were calling their associations for information about regulatory compliance issues, marketing tips and even clinical advice. Today, even though we provide great resources on our websites, our members and potential members start their searches for information by googling it.

Today’s Membership Benefits

Although associations still provide a lot of information, we have to do much more than that to attract members and continue to grow. Being the source of benchmarking, shared experiences and recognition has always been the most powerful benefit an association provides.

Benchmarking

While benchmarking may sound like the financial ratios associations survey and publish, it’s actually more than that. Your members want to know how they are doing in their businesses and in their lives. They are curious to hear stories about other members of their industry—how they do things and what their results are. So, make your association’s media about your members.

Profile your members and be in the good news business, sharing what’s working and what’s going well in the industry. It’s a lot more fun than reporting on the next government regulation all the time. Most importantly, it will help you captivate members like cats staring at the red dot of a laser pointer.

Shared Experiences

Have you ever watched the “Jaywalking” segments of the Tonight Show with Jay Leno? Have you ever wondered why people would stand there and answer those questions just so they could look so stupid because they don’t recognize a photo of Joe Biden or know that Delaware is a state? They are at a shopping center and Jay Leno invites them to answer a question; it makes them feel important. For the opportunity to feel important, they’ll endure any humiliation.

Whenever important issues are impacting your association,

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

ask your members about them. Write up their responses to create a great article for your newsletter. Too often we try to portray such a united front that we don’t make room for conflict. Actually, it is better if not everyone agrees; it makes things interesting. You can ask members to submit their written opinions, but you’ll receive a lot more responses if you call and ask them your questions. Do this for everything: opinions about new technology, industry trends, how a news story impacts the industry or whether an election will affect members. It provides interesting content to read, and it makes the members you feature feel important. Making your members feel important will attract members like sand fleas to salty skin.

Recognition

Our members often feel alone. Think about this: Does your family understand what you do? Can you go home after selling an important company into membership and tell your family about it? They’ll say something like, “That’s nice.” Can you brag to your association’s leadership? They’ll probably tell you, “Good, where’s the next one?” Can you share with your friends what it’s like running a board meeting if they’ve never been in that room and done it themselves? Only other association executives understand. And they are the only ones who can appreciate your achievements.

Our members are in the same position. They can’t brag to their families, friends or customers. Can you imagine bragging to your customers about how well your company is doing and how much profit you are making? Of course not—your customers would only get mad and think they are overpaying.

Your association has to be the place where individuals and companies can brag about what they achieve. We can’t wait for press releases; we have to go out and ask for these achievements,

breakthroughs and opinions. We’ve got to be out there interviewing and profiling members for our publications to glean these nuggets. Recognition makes your association attract members like squirrels to my house gutters.

Social Media Threat?

There was a lot of fear five years ago that social media sites like Facebook or LinkedIn would fill the role of the association.

Frankly, I believe that fear was unwarranted. There may be exceptions out there, but all of the non-association-sponsored LinkedIn groups I’ve seen may start to flourish, but they are quickly overrun with industry vendors whose participation chases away the individuals they were trying to sell to.

Unexpected Side Effect

A few minutes after the Santa showdown, it was time to take my son and daughter to run some errands. We were talking and laughing about Santa and the lengths we had gone to maintain the deception. The bikes hidden, the midnight playhouse assembly, the boxes shipped, lost and barely recovered on Christmas Eve at the UPS warehouse across town.

My daughter, who was 14 and had been part of the Santa ruse for the last four years, said, “Dad, I guess you don’t have to hide all those eggs this year at Easter.”

My son was shocked: “Oh man, I forgot all about the Easter Bunny! Him, too?!?”

Robert Skrob is the author of Your Association Shortcut, revealing how any business can grow by marketing through associations.

Available in bookstores and in bulk at YourAssociationShortcut. com/bulk.

Where is YOUR Association continued .... next Association event? Logo’d shirts? One association has their version of the PGA Green Jacket for their board members, although theirs are red. Are you having a golf tournament? Might you have a prize for best attire, worst attire, most creative, etc.?

Sound

When one Chamber of Commerce started focusing on outcomes for their members, helping them increase business revenues, they decided to have a theme song. Each of their meetings has the Taking Care of Business rock music playing (Bachman Turner Overdrive to the rescue) in the background as attendees arrive.

Liquid

Most experiences have some sort of liquid as part of the . . . ah . . . experience. It is the champagne at the wedding, the beer at the graduation. You are going to cruise across the liquid, drink it, surf it, skate across it, partake of it as a sacrament . . . but there will be liquid. Some of the finer conference properties know this and serve up water at special stations where the liquid is visibly chilled with slices of fresh lime floating amid the ice. Of course if you drink too much of some of the conference liquids, then THAT will create a whole different experience (grin).

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

Are Association Experiences a must?

Generals are always best at fighting the last war. They equip for it. They train for it. But fresh horizons require new tactics.

Sears fought against Montgomery Ward. Did they even see WalMart on their radar screen before it was too late? Often we look backward because it is easier than the unknown future.

The future is here and customers/members are voting with their dollars. They chase down the experience and inhale it to the fullest, like the Super Bowl, a 3D movie or even a Staff Ride.

The experience is the demand of the younger generation and a pleasant surprise for your current membership. So are you going to attack from the south, or from the north?

Kordell Norton is a Revenue Mechanic who works with organizations who want to increase their sales, improve marketing or grow their membership. The author of five books including: Grow Your Organization - The Tools, Tips, Tricks and Traps to Growing Your Association and Have a Blast at the Same Time.

A Certified Speaking Professional (CSP) member of the National Speaker Association, his consulting firm works with Association Leadership on improved membership, increases in non-dues revenue and teaching recruiting skills for all association staff members. He can be reached at www.KordellNorton.com.

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From the Top How do you provide members an “experience”/increase value of membership?

Marsha Kiner, MS, ASAE DELP SCHOLAR (Class 2011-2013) Associate Executive Director Association of Florida Colleges Tallahassee

We provide great experiences at all of our meetings and conferences through great venue selection, excellent programming, fantastic door prizes, and opportunities for attendees to give back through our planned service projects. No matter the conference, our members are included in the planning process for each event.

They determine if there is a keynoter, the program format, and their own ROI. Community Service is a value of the association and a priority statewide. Making a difference through service provides incredible experiences. Our members shape lives every day through their jobs, but they impact lives through their service experiences with AFC.

Maarja Kolberg, CAE Director of Membership & Marketing Building Industry Consulting Service International (BICSI) Tampa

BICSI has always been a member-driven association offering extraordinary opportunities for professional development, networking and engagement through hundreds of volunteer positions on committees, panels and many other areas. Virtually every area of BICSI is touched by the membership. At every major conference, volunteers gather to make decisions on behalf of the association in continuous committee, task force and standards and publication meetings. The stir of important developments, excitement for new programs and the networking and educational environment all contribute to what we have come to know as the essential “BICSI experience.”

Corey G. Mathews, CAE Senior Executive Membership Services, Inc. Tallahassee

When I got advice from my grandmother as a kid, she used to say “that and a quarter will get you a cup of coffee.” You can still 14

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Executive Members answer question get a cup of coffee for not that much more, but most people pay at least $3-5 per cup. If you can get something 5-10 times cheaper and the taste is only marginally different, it’s the experience of being unique and special that give high-end coffee shops lines around the building. To grow our clients’ membership and provide that experience that binds them to the association, we work aggressively to set our members apart in the hearts and minds of their customers through branding campaigns, certifications, access to information, and other service exclusives that give them the edge – every time.

How do you market your association to non-members? And how do you market benefits to the ones you have?

William (Will) Lessley Membership Program Manager II Partners in Association Management Tallahassee

Active members receive a welcome packet within two weeks of joining/renewing. Both printed and electronic materials are used to relay the information on our benefits. We also utilize our publication by including house ads on different benefit programs each issue. Additionally, we profile each of our benefit programs throughout the year as a one page article in the publication, tying in electronic blasts as appropriate.

One of our national clients has just launched an exciting public awareness campaign targeted to the end user: the patient. The campaign is utilizing a special website and series of short videos to make the public aware of what it is our members do, and questions they can take to their health care provider so they can make informed decisions. As the customer always drives the sale, this awareness campaign will help drive the health care provider to value and utilize our members.

Corey G. Mathews, CAE Senior Executive Membership Services, Inc. Tallahassee

Association membership today is all about exclusivity, access to benefits, ease of use, and ROI. The best way to market to non-members is to create a wonderland inside and let them peak through the key hole to see what they are missing. Sometimes, they are even fortunate enough to get a temporary pass. Once they see that they can only have access as members, they stand in line to join. For members, they can get busy and forget what they have or even fail to take advantage of it. We have begun to track member benefit usage and will begin to specifically prompt members to use benefits that they have not yet utilized.

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ns on membership and their Association.

What are your biggest challenges in membership recruitment for you and your organization?

Marsha Kiner, MS, ASAE DELP SCHOLAR (Class 2011-2013) Associate Executive Director Association of Florida Colleges Tallahassee

Like most associations, our core active membership is aging. Our colleges are changing and the association had to make changes as well. One size doesn’t always fit all. Determining how to reach all potential demographics is a continual challenge.

Engaging and recruiting younger members at large institutions where employees are much more transient is a consistent hurdle.

Members aren’t joining and remaining until they retire anymore.

Determining how best to market to this new generation of potential members requires us to be creative in messaging, retool our strategic planning, and it requires us to embrace technology like never before.

Corey G. Mathews, CAE Senior Executive Membership Services, Inc. Tallahassee

The biggest challenge for any association is what I call static.

When I am really trying to concentrate, I always have music going. The steady sound or static fades to the background, along with the sound of phones, footsteps, and conversations in the office. Nothing gets through. When it comes to the constant communication in this day and age, where we are bombarded by every sort of sales pitch imaginable, it’s easy to use this same principle in our lives. We all do it and the only way to get a potential member to join is to break through the static to pique their curiosity and show them how the association fills their needs.

From the Top dues revenue avenues for BICSI. Our conferences were born much earlier than the officially incorporated association itself.

In fact, BICSI’s existence as a membership association and even the name was a direct result of conference attendees networking.

BICSI has seen great success in other educational offerings such as training classes, and events held all around the world.

William (Will) Lessley Membership Program Manager II Partners in Association Management Tallahassee

We have had success with affinity partnerships with key programs our members utilize daily. We have recently seen a great increase in non-dues revenue through our partnership with UPS for shipping discounts to our members. Once we launched the program and could evaluate the response, we were able to go back and re-negotiate the contract with UPS to save our members even more money. Programs like this not only bring in additional nondues revenue, they have also gained us new members once we printed the exact rates our members could enjoy in our publication.

Advertising is another big non-dues revenue generator. We recently expanded one of our publications to have an online digital edition format. By creating this digital edition, we have been able to expand our advertising opportunities and bring in more revenue while also giving more value to our advertisers. While we offer traditional print ads in the publication, we also work with our advertisers to offer different options like belly bands, glue-ins, and e-mail broadcasts to our readership.

Do you have a member get a member campaign? What do you do to make it successful?

Corey G. Mathews, CAE Senior Executive Membership Services, Inc. Tallahassee

What kinds of non-dues revenue avenues have been successful for you?

Maarja Kolberg, CAE Director of Membership & Marketing Building Industry Consulting Service International (BICSI) Tampa Over the years, educational offerings such as conferences, training and credentialing have been the most successful nonA PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

No. My members are too busy to do my job for me. Heck, we’ve all tried to pay them with membership discounts and prizes – and none of that works. The value in peer-to-peer marketing is that there is a mutual respect and belief that if it is good for someone else in the business, it might be good for them. This can be just as easily achieved with testimonials. Although, it takes more than a stock quote that you wrote. It requires a succinct, personal story about the value of the association to that person, as well as the ability of the potential member to relate to the source of the testimonial.

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DESTINATION MANAGEMENT ORGANIZATIONS A Unique Lobby for Associations Carolyn R. Fazio AAC 2013-14 Chair Senior Strategist / CEO, Fazio International Ltd.

lisa chamberlain, cmp National Sales Manager Visit Tampa Bay

lisa Murphy Convention Sales Manager Greater Miami CVB

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D

uring this year’s FSAE Conference, I had the opportunity to sit down with Lisa Chamberlain, CMP, National Sales Manager, Visit Tampa Bay and Lisa Murphy, Convention Sales Manager, Greater Miami CVB. As the incoming chair for FSAE’s Associate Advisory Committee, I want to learn as much as possible about each “type” of associate member who is involved with our Committee and with FSAE. Their insight into the workings of our Convention and Visitors Bureaus gave me a new appreciation for the partnerships that are available – at no cost – to every group planning a meeting in the Florida market. Here are some of the highlights of our discussion.

Carolyn Fazio (CF): What’s the most important thing about enlisting the CVB’s help if I’m planning an association meeting?

Lisa Chamberlain (LC): Many major destinations have CVBs. More recently, they are becoming known as DMOs – the Destination Management Organization for a particular part of the state. We are recognized as the ‘experts in our own backyard’ and are here to assist through all of the planning stages. Our services are time-saving, invaluable, and complimentary. I would urge all planners to reach out to the respective CVBs / DMOs in the areas they are considering.

Lisa Murphy (LM): As Lisa Chamberlain said, we are the experts of our destination. It’s our job to know what’s happening throughout our city. We know the hotels, their staff, and what type of rates they require. By including us in your RFP/site selection, you’re including someone else who cares about you and your group and whose sole purpose is to assist you in putting together a successful meeting in our city.

tools to drive attendance. We help associations meet their unique needs. We can help you avoid reinventing the wheel. We help you stretch your resources and save you time, for an overall cost savings.

LM: Tourism and meetings are a huge industry in Florida and the economic impact they bring to any city is extremely important. The CVB knows the importance of these numbers and can track each market segment by its economic impact. When looking for sponsorship dollars to offset costs at FSAE for example, each hotel looks to see how much economic impact Florida associations have brought to their hotel, and a CVB does the same thing for their city. That’s why it’s so important to copy your CVB on all business when you are considering their city.

CF: There are a lot of smaller associations based in Florida. Are these of interest to the CVBs or are you focused on city-wide opportunities?

LC: We welcome meetings of any size and recognize the tremendous benefit of hosting association events of all sizes, as we get great exposure from their membership. Orchestrating the planning process is virtually the same and just as important for large or small events. We actually have a sales manager who handles our ‘small meetings’ market.

LM: Large or small, we’re here to help everyone.

Our convention sales department works with any groups of ten rooms and up. With groups looking just for space or events, we have a convention services department to assist them. We understand that this market is a hotel’s ‘bread and butter,’ and we all value the small meetings market.

CF: Where do CVBs fit into the picture when an association is making its plans for a Florida meeting?

CF: From years of outstanding FSAE meetings, we get a good picture of the support that the CVB can provide when we come into town. Is that standard practice or just special attention for FSAE?

LC: We are a one-stop shop, here to assist in all aspects of your selection and planning process from initial lead sourcing, to facilitating site inspections, to helping determine the perfect venue, to providing

LC: We are aware of the potential financial impact that associations can have and when we host them, like Miami and Tampa have each done recently, we can plan to showcase our destination to possible

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I’m Lovin’ It

My FSAE Membership

By Marsha Kiner, Association of Florida Colleges 2013 FSAE Membership Chair

I

pulled into the Burger King drive thru last week with a friend, and we began to debate the benefits of Burger King over McDonald’s. She made several great points even suggesting that the cool crown you get at Burger King far out shines any item I would get in a Happy Meal at McDonald’s. I thought I made just as many valid points about the great taste of the McDonald’s fries and neat toys. At the end of the discussion, we agreed to disagree.

But as I thought more about this conversation, I concluded that we were on to something.

I am often teased about my eating habits by colleagues and friends. At my association conferences, someone will offer to take me to get a burger and fries because they know I really don’t eat the salads. My favorite restaurant is still McDonald’s! I know, I know, I should have outgrown the Happy Meal by now, but I openly admit that I haven’t (isn’t that the first step…admission?).

While I will eat at just about any other fast food restaurant, my heart still skips a little beat when I pull into McDonald’s!

As I sat eating my burger and fries, I began to think about the correlation between the relationship I established many many years ago with McDonald’s and the relationship I have been able to establish with FSAE. In 2007, I was new to the Association business as my organization’s COO. I didn’t know much about being a part of the “C-Suite” and I didn’t know anything about associations other than the one I was employed by. Having come

through the ranks of my organization and serving in just about every capacity a volunteer can serve, I knew the value of my organization, who it served, and its mission. However, I knew little about other associations or the association industry.

My organization was in need of a speaker for a conference and someone suggested that I contact FSAE for a recommendation. I met Mark Landreth that summer and he recommended that I join FSAE. He suggested that I would/could benefit from knowing other association executives and developing a new network.

From that moment to this one, I have been engaged, connected, and inspired through FSAE. My first meeting was a COO Council meeting where I connected with other COO’s listening to their challenges. I stole ideas about their programs and I actually did find a new network of peers. I gained a fresh perspective about associations and the work we do by being around people in the industry. I developed a renewed confidence in my skill set because I was able to ascertain that what I was doing at my organization was very similar to what others were doing in theirs.

My next FSAE opportunity was a Think Tank Conference.

It blew my mind! We were able to take a topic (which I admittedly didn’t know much about) and break it down into chunks that were relevant, thought provoking, and inspiring. Six years later, I still use my notes from that meeting when I’m stuck and need continued on page 21

decision makers. While we’re proud of our commitment to FSAE, we value all associations. In addition to the complimentary services provided, we may be able to offer sponsorship or financial meeting incentives as well.

CVBs are funded differently, I don’t think any of them charge for their services.

LM: Since FSAE is a conference made up of decision makers, we are able to attract more support from area hotels, restaurants, and offsite venues. Again, this is why it is important to utilize the CVB because it allows us to track the amount of business that Florida associations bring collectively. This helps us to be able to offer some perks that we may not be able to offer to other pieces of business.

CF: Who pays for all of this?

LC: It often surprises us that individuals do not realize there are no fees for our services. The client or organization does not pay for our services, and we do not charge a commission to any of the properties we help groups select.

LM: Our CVB is a not for-profit sales and marketing organization and is funded by a percentage of the bed tax collected on hotel rooms and a percentage of our restaurant’s food & beverage revenue, so there are no “hidden costs.” Although many of the A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

CF: OK, for the young professional members of FSAE who may be considering what part of association work they like best, what can you tell them about working with or working for a destination management organization?

LC: For a young association professional, partnering with your CVB representative can play an integral role in professional development. Understanding the services offered and time savings we can provide through this partnership creates an environment in which a young professional can concentrate on growth within their association. We’re your ally and are here to assist – our relationships are an integral part of our success.

LM: Miami is a huge and diverse market. Someone considering working for a CVB needs to have top-notch communications and listening skills and must really enjoy working with an extremely diverse group of people. It’s our job to represent the client on so many different levels. We have to know how to put their best picture in front of our hotel and our entire community to make everyone see how this particular meeting is a win-win for the hotel, our destination and, most importantly, the client!!

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2013 FSAE Leadership Award Winners

By Adrian Amos, FSAE Marketing, Communications & Technology Manager and Source Editor

Executive of the Year: Jim Ayotte, CAE “You join an organization and may not know anyone; go to an event – meet some people; you come back and end up getting involved and find yourself in a real community where you learn so much from other people who do the same thing you do.

That’s FSAE.” Jim Ayotte joined FSAE in 2007 when he moved to Florida from New York to start his job as Executive Director at the Florida Manufactured Housing Association (FMHA). Jim had been in the manufactured housing association field for over 20 years, but came to FMHA just before the housing crash and found the organization in financial trouble.

“Our membership dues are based on the number of manufactured homes produced,” said Jim. “After the hurricanes of 2004 & 2005, our members were producing over 10,000 homes per year.

When the market crashed, production was down so significantly that we would be out of business within a year unless we changed our current direction.

“In my first year, I developed a strategy to examine our operations and cut expenses,” Jim added. “We went from 10 staff members down to 3, sold our building and focused solely on the key issues for the industry and our members: legislative advocacy and educating homebuyers.”

Jim’s first year the association lost significant money from its reserves. His second year they broke even. By 2009, FMHA was accumulating reserves and starting to recoup its losses. “The housing market started coming back,” Jim said. “Our members were busy and more profitable. But our association’s infra18

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structure was devastated, so the question became – how do we ramp up our business in a responsible way?”

“We outsourced a lot in the cut-backs – and we still do,” said Jim. “This frees up my time and staff’s time to focus on what’s important: legislative issues, fundraising for our PAC, and educating homebuyers. During the housing collapse we really cut back on our marketing efforts.

Since, we’ve invested in association management software and rebuilt our website to be an educational resource for consumers – www.fmha.org. If potential homebuyers don’t understand the benefits of manufactured housing, it’s a much harder sell for our members to make. In fact, our previous site was more of a sales funnel for members, but now we’re an unbiased, accredited resource on housing options and can direct homebuyers to our members when they’re ready.”

“I have a passion for this industry,” said Jim. “When I decided to be an association executive after college, I knew I wanted to work for an industry that really made a difference. The manufactured housing industry does a really good job of providing affordable housing to a lot of people. I feel good about that. From firsttime homebuyers that are able to afford a home, to retirees that can retire into a nice life style, we’re doing more than just making money – we’re making a difference in people’s lives.”

Jim feels just as passionately about FSAE. Having been involved with similar organizations in the northeast, Jim joined FSAE when he moved to Florida. “Right after I joined, Judy Gray (FSAE’s thenExecutive Director) came by my office and met with me for about 45 minutes, just to welcome and get to know me. A few months later she called me and asked if I’d be interested in serving on a Foundation fundraising task force. Next thing I knew, someone on the board had resigned and I was getting plugged into a board position. I’ve been active ever since. I know

I would have been involved with FSAE, but had she not personally reached out to me, I might have been on the sidelines a lot longer.”

Jim has served on and chaired several FSAE and Foundation committees throughout his tenure, and has served on both Boards. Most recently, he was Conference Co-Chair for 2013 and just inaugurated as the 2013-14 Foundation Chair.

“FSAE has a pool of quality, knowledgeable executive members and tremendous associate members that go above and beyond to support the organization. I attend every FSAE event that I can, including Conference, Think Tank and CEO Roundtables. There’s always great discussion and I get so much out of it to bring back to my association – energized and excited.

“Having the opportunity to interact with other professionals that do what I do is immensely beneficial. I am forever learning new approaches to existing challenges and new programs that create member value. Every time I meet with colleagues at FSAE functions or just purely social, I walk away with pride for my profession and renewed motivation to do my job well.”

“My board pays me to do two things: lead and manage. Sometimes that means being a cheerleader; sometimes it means being creative and making hard decisions. My members are integrally involved in our legislative and policy issues – they have to be. My job is to build programs that lead the industry forward.

And I’m able to inspire our members to see it too.”

“When I got this award, it was really humbling for me. Through my work on committees and the Boards, I’m involved with people I enjoy and respect.

Not only do I have the ability to work with them, they’ve trusted me with more responsibility. And now they’re recognizing and awarding me for doing that.

It means a lot.”

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very year at FSAE’s Annual Conference we honor one executive member, one associate member and one rising star for their exceptional service to FSAE and the association management industry. This year we are thrilled to present our Executive of the Year: Jim Ayotte, CAE; Rising Star: Jim Wacksman; and Associate of the Year: Lisa Chamberlain, CMP. I had the pleasure of meeting with each of our winners and hearing their stories of working in the association industry and being a member of FSAE.

Associate of the Year: Lisa Chamberlain, CMP Lisa Chamberlain, CMP has been a member of FSAE for 20 years.

She joined FSAE in 1993, shortly after she relocated to Fort Lauderdale and was a hotel sales manager who handled the state association and government market. In 1997, Lisa was hired by the Greater Fort Lauderdale Convention & Visitors Bureau and in 2004, she had the opportunity move closer to family and join Visit Tampa Bay, the CVB for Tampa.

Lisa attended Annual Conference and a few events and got to know other members, but it wasn’t until 2001 that she made the decision to get more involved and volunteered for her first committee.

“As the saying goes, the more you put into something, the more you’ll get out of it,” said Lisa. “I wanted to focus my energy on something I really enjoyed. I got to know more people and began working with board members, executives and other associate members and started to feel like I was part of a community – a family.”

In 2001, Lisa joined the Associates Advisory Committee (AAC) and there’s been no stopping her volunteer service or leadership roles. She has served on a number of committees as well as cochaired two conference committees (2010 and 2013), co-chaired and chaired the AAC and was awarded FSAE’s Rising Star Award in 2010.

“This market truly is based on relationships,” said Lisa. “And I’m fortunate to have the support from management to be involved so that I can build the relationships. They see my volunteer time as a positive way to network with potential

clients and maintain important existing relationships. Having these strong relationships through FSAE really makes a difference. I love working for Visit Tampa Bay, but I’m just one piece of a successful sales team that brings all kinds of business to Tampa. My territory is the corporate and association markets for Florida and Georgia, and I urge all planners to reach out to the respective CVB’s in any destination they are considering. We are able to assist with all phases of planning and our services our invaluable.”

“I’ve also learned a lot from the education FSAE offers,” Lisa added. “Not only does it help me maintain my CMP certification, I can keep my finger on the pulse of the industry. This helps strengthen my professional and personal goals in addition to the great networking opportunities.”

A side note about this year’s awards: the winners didn’t know. And everyone in the room could see the sheer elation and surprise on Lisa’s face as she accepted her award on stage.

“It’s very rewarding to have earned the respect of my co-workers and peers. They have confidence in me and trust me with big responsibilities (like Conference!) and have awarded me for my achievements. It was extra special to receive this award in Tampa, and be able to share this moment with my peers, co-workers and friends – it was such a wonderful surprise!”

Rising Star: Jim Wacksman Jim Wacksman founded his video company, Association Studios in 2007 after seeing associations’ challenges in communicating with their members.

Starting his career in the political arena with NewspaperClips.com, Jim has been in the as-

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sociation industry for over 15 years and understands our business model and the challenges we face.

“I knew from being at the Florida Capital that, regardless of the association, most members across the board never saw the extensive advocacy that lobbyists were doing on their behalf,” said Jim. “Likewise, members didn’t see how the opposition was working to adversely affect their association’s goals and their own businesses. I felt like video would provide an unparalleled communication tool to reach and educate members. And it has!”

In the early days, Association Studios built its business on political videos. They also wanted to do more fun, marketing videos but weren’t sure how to monetize it. Then Jim approached FSAE. Jim was a member of FSAE through his previous company, and he knew if he was going to successfully provide associations a video solution, he needed to get more active. He didn’t know any staff-members personally at the time, but approached FSAE about shooting video during the 2007 Annual Conference in Panama City and providing a post-event highlight video that FSAE could use to promote themselves and their conferences in general.

“No one had seen anything like this in the association industry before,” said Jim. “FSAE loved it, members loved it and it helped put Association Studios on the map. We had no model and just made it up as we went along. Now we have much better technology, better editing talent and lots more experience in what works and what looks good and we get great results.”

Jim has been providing FSAE promotional and educational videos ever since. Only recently, however, did he start getting more involved with the organization. If there’s one thing he could continued on page 21 SEPTEMBER/OCTOBER 2013 • SOURCE

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Creative Ways to Use Video to Connect with your Members

By Jim Wacksman President, Association Studios

S

uccessful associations have learned how to incorporate video in to their marketing and communications strategy.

Video engages members in ways that photos and text just can’t deliver. It combines audio, visual, and emotional elements in to one, which exponentially raises the impact of the message, keeps your members’ attention and creates an emotional bond.

Here are some of my favorite uses of video by associations.

Weekly / Bi-weekly Video Messages

Sending a 3 to 5 minutes video every other week is a great way to build a bond with your members. It’s an impactful way to remind them of upcoming events, important issues, and share industry news. It’s also a great way to introduce staff members and your new board. It shows that you are authentic and that the association is working for them every day.

Be creative: Share the spotlight by interviewing board members, event chairs and supplier members.

Legislative Videos

Legislative advocacy is one of the most important functions of associations. The reality is, most of your members will never see the inside of the Capitol, and you know what they say, “If your members never see it, did it ever really happen?”

Your members need to see that you are fighting for them.

More importantly perhaps they need to see that someone else is opposing their interest. Video is perfect for capturing both. You’ll be surprised to see your members get energized to join the fight.

members do it for you is better! We shot a video of an association member at his office. He held up a check and said, “I just wrote a check for $500 to our PAC because this is important to my industry, my business, and my family. If you feel the same way please contribute right now.”

Be creative: Interview legislators on the important issues your members care about most.

Conference Promotions

Membership Recruitment

If you want to increase registrations for your next event, use video. Show your members learning while having a good time, highlight your vendors and sponsors and let your potential future attendees know they are missing out if they are not there. This is also a great way to give your sponsors added value.

Your members are great at recruiting new members, even if they don’t know it! Nothing is more impactful than a peer-to-peer endorsement. We’ve had a lot of success creating “successive membership videos.” That’s when one member starts a sentence and another member finishes the sentence. It’s an easy way to get 10 to 20 members involved in member recruiting and the best part is, everyone will look great!

Be creative: Hotel properties may allow you to use their guest channel when you’re onsite. That’s a great opportunity to rerun keynote speakers and interviews with exhibitors. You can also highlight your sponsors. The possibilities are endless.

Be creative: Remember diversity. Your target audience might be different demographically than your current board. Also think about a similar video to send to suppliers in your industry.

As your members become more active and mobile, it is important that you build a plan to effectively communicate with them, and research show that video can help.

Fundraising

Video by the Numbers

Asking for money again and again can get old. Having your

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Be creative: Put your members to work for you. They’re your most valuable asset!

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Studies show that on average only about 28% of the text on

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2013 Auction Recap • Money Raised: Over $40,000 • Donations Received: 235 (149 in silent auction, 84 in Online Auction) • Big Tickets Sold: 360 • Wine and Liquor Toss: Over 2,000 rings tossed • Onsite Auction Volunteers: 32 • Top Big Ticket Sellers: Rachel Luoma, Carolyn Fazio, Kristen McWorter • Big Ticket Winners: Marriott Beaches Big Ticket - Marcia Petty Marriott Luxury Big Ticket - Brenda Thomas Ritz-Carlton Big Ticket - Rachel Luoma IHG Big Ticket - Connie Galietti

Thank you very much to all of our donors for making this year a huge success.

2013 FSAE Award Winners continued ....

your webpage will be read.

However, video is a magnet for drawing in your members and getting your message across. So much so, that adding video to your website can increase your chances of landing on the first page of Google search results by 50%.

In addition, just including the word “video” in the subject line of an email can increase open rates by 13% and improve conversions by 21% according to Experian, a credit reporting and marketing services company. And a 2012 study by the e-commerce video provider Invodo, found that 52% of consumers say they feel more confident after watching consumer videos.

There are tons of creative examples online for using video to market your association. Our portfolio at AssociationStudios.com/portfolio can also show you some examples that may work with your communication strategy.

Jim Wacksman is the Producer & CEO at Association Studios. He can be reached at jim@AssociationStudios.com.

do over, Jim says he would have done so much sooner.

“It makes a huge difference when you’re part of a movement instead of just going along with it,” said Jim. “Being part of the organization, and not just showing up is what leads to building relationships, friendships, and building your reputation/personal brand.

“Plus being involved is not as intimidating as you might think,” Jim added. “You find out that you really do have something unique and valuable to contribute. And the relationships you build are priceless. Some of my best friends are executive directors and communication directors from client associations. They are what make going to work more fun!

“FSAE is where professional development happens. I plan to continue to be a voice, be actively involved. You really do only get out of something what you put into it and being involved is a completely different experience than just showing up.”

I’m Lovin’ It continued .... to brainstorm ideas. I left the conference motivated to make changes, to do more with my volunteers, and to continue my professional development as an association executive.

Shortly after this meeting, my Executive Director announced he was leaving. I turned to FSAE to provide my board chair with direction on how to move forward.

During the most significant moments of my association experience, FSAE has played an important role. Serving on committees, attending meetings/conferences, networking at events all provided me opportunities to establish relationships that continue to give me much more than I ever thought possible. In 2011, Judy Gray, FSAE President/CEO, sent me an email about a leadership program through ASAE. Thanks to Judy, I was selected as one of twelve ASAE Diversity Executive Leadership Program Scholars. This program, like FSAE, opened doors that I never knew existed. I met CAEs, connected with Executive Directors, and expanded my network even more with people who get what we do, who love what they do, and who inspire me to be more, do more and want more.

I’m better because of my membership and involvement in FSAE. I challenge you to take stock of your FSAE Membership. Are you engaging ? Are you connecting? Are you developing a professional network? Are you elevating the association industry as a professional? I am, and like McDonald’s ~“I’m Lovin’ it!”

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

SEPTEMBER/OCTOBER 2013 • SOURCE

21

Florida’s Administrative Procedure Act:

What to Do When an Agency Drifts Off Course

By Maureen M. Daughton

When the ship of State Government veers too far away from its legislative mandate, association executives need a process to provide input and protect its members.

A

ny association impacted by state government knows it must monitor the actions of the Florida Legislature. Yet, beyond the legislative arena of bills, amendments and statutes, exists a vast array of policymaking within the executive branch. Associations and its members may be affected on a more regular basis by executive agency activity than by even the most activist legislature. Each agency of state government charged with administering Florida law engages in a process to bring detail and uniform application to its governing statutes. This process is known as administrative rulemaking and provides the regulated public of notice of agency actions and ensures the agency properly implements legislative policy. Once adopted, agency rules have the force of law.

State Agencies in Florida are governed by the Florida Administrative Procedure Act (“APA”) codified in Chapter 120 of Florida Statutes. The APA promotes early and meaningful participation in the rulemaking process by citizens subject to the agency rules by requiring publication of proposed rules, opportunity for comments, and rule workshops and hearings. Gone are the days of a phantom government where agency decisions are made on a case by case basis with no uniformity and are shielded from public participation.

However, this safeguard is not always enough to prevent an agency from adopting a rule which greatly exceeds the authority granted by the legislature via Statute. Fortunately, those regulated by state agencies, including associations and their members, have a powerful tool to combat agencies exceeding their statutory authority in the rulemaking process by the use of rule challenges authorized under the Florida APA. Agencies have no inherent rulemaking authority and cannot promulgate rules unless that power has been specifically delegated to them by the Legislature through a statutory grant of rule making authority.

A rule is subject to challenge if it is an invalid exercise of delegated legislative authority, such as enlarging, modifying or contravening the statutory law that the rule is seeking to implement. An example would be a rule that adds conditions beyond those authorized in the governing statute. A rule may also be subject to challenge if it fails to establish adequate standards for decisions, vests unbridled discretion in the 22

SOURCE • SEPTEMBER/OCTOBER 2013

agency or is arbitrary (not supported by necessary facts) or capricious ( adopted without thought or reason or is irrational). Section 120.52 (8), F.S. In order to challenge an agency’s administrative rule one must be “substantially affected” by the rule in question. Section 120.56 (1) F.S. An association is entitled to bring a rule challenge in a purely representative capacity provided it “…can demonstrate that a substantial number of its members are substantially affected by the rule, the rule is on a topic within the associations’ scope of interest, and the requested relief is appropriate for an association to receive on behalf of its members.” See Fla League of Cities, Inc. v. Dept of Envtl. Reg., 603 So.2d 1363 (Fla. 1st DCA 1992) (Citing Fla. Home Builders Ass’n v. Dept of Labor and Emp’t Sec., 412 So.2d 351, 352-353 (Fla. 1982)). An association need not demonstrate that a majority of its members are substantially affected by the rule in question.

A rule challenge may be brought to determine the invalidity of either a proposed or existing rule. Rule challenges are filed and litigated at the Division of Administrative Hearings (DOAH) before an Administrative Law Judge (ALJ). The hearings are typically expedited and set within thirty (30) days of the appointment of an ALJ. These hearings are similar to non-jury proceedings in terms of the presentation of evidence, and the ALJ issues a final order at the conclusion of the proceedings.

If challenging an existing rule, the challenger has the burden of proving, by a preponderance of the evidence, that the existing rule is an invalid exercise of delegated legislative authority. Section 120.56(3)(a)., F.S. A challenge to an existing rule may be brought at any time during the existence of the rule.

A challenge to a proposed rule must be brought within twenty-one (21) days after the date of publication of the required notice of adoption in the Florida Administrative Weekly, a publication found at www.flrules.org that serves to notify the public of Agency activity. Unlike the challenge to an existing rule, the agency has the burden to prove by a preponderance of the evidence that the rule is not an invalid exercise of delegated legislative authority. Section 120.56 (2)(a), F.S. If a proposed rule is challenged, an agency may not adopt the proposed rule until the ALJ has entered a final order. If the ALJ determines the proposed rule is invalid, the rule will not be adopted.

Another type of rule challenge is an unadopted rule challenge, which is brought when an individual or association believes they have been substantially affected by an agency statement or policy, and that agency action should have been adopted as a rule. A “rule” is defined as, “…agency statement of general A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

Ms. Daughton can be reached by phone at (850) 205-1996 or by email mdaughton@sniffenlaw.com.

FSAE members meet up in Atlanta during ASAE’s Annual Conference.

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

www.fsae.org/MeetTheGeeks

applicability that implements, interprets or prescribes law or policy or describes the procedure or practice requirements of an agency and includes any form which imposes any requirement or solicits any information not specifically required by statute or by an existing rule.” Section 120.52 (16), F.S. In sum, if an agency uses any non-publically available criteria for making decisions impacting the public it must adopt a rule. An agency has no discretion if it uses a statement of generally applicability in its dealings with the public. An agency’s interpretation of a statute that gives a meaning not readily apparent from a literal reading, and that purports to create rights, require compliance, or otherwise has the direct and consistent effect of law is a rule. Beverly Enterprises- Florida, Inc., v. Dep’t. of HRS, 573 So. 2d 19 ( Fla. 1st DCA 1990). In an unadopted rule challenge, one must file a petition seeking an administrative conclusion that the agency statement or policy is a rule and should have been adopted pursuant to the procedures in the APA. In this type of challenge, the burden is on the agency to prove that its statement or policy is not a rule. If the agency does not meet this burden, then the agency will be prohibited from relying on the statement as a basis for agency action.

State government is a large, complex bureaucracy. Agency staff does their best to ensure strict compliance with statutory mandates. But sometimes an agency goes too far, or lacks the day to day experience of the people or entities whom they regulate. An association executive must be both a resource to a state agency and watchful safeguard to the association membership when a state agency goes adrift.

Ms. Daughton is a member of Sniffen & Spellman, P.A. The firm represents employers in labor and employment law, and civil rights matters. The firm also represents clients including associations, in administrative law, procurement matters, license defense, civil litigation, commercial disputes, education law, local government law, and election law.

Expo Sponsor

SEPTEMBER/OCTOBER 2013 • SOURCE

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Thank You Conference Sponsors!

Platinum Sponsors

Conference Education Partner

Sponsors

DOWNTOWN TAMPA

Gold Sponsors

Aspire Innovation, Breakout Session Associate Advisory Committee, Breakout Session Caribe Royale All Suite Hotel Embassy Suites Orlando Lake Buena Vista South Executive Welcome Center

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Hiltons of Florida, CEO Roundtable and Turndown Service Palm Beach CVB & Palm Beach Hotels, Breaks PMSI - Badges, Bags & Notepads

Audio Visual Sponsor

Rosen Hotels & Resorts, Turndown Service

Bronze Sponsors

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Expo & Signage

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University of Florida Leadership Development Institute – Joint Board Meeting/Orientation Visit Sarasota - Social Media Lounge Visit Orlando Conference Jewels DiamondHead Beach Resort & Spa Florida Hotel & Conference Center Graphic Visions

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Greater Miami CVB

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Associate members make it happen…

Affordable fees are possible because of our Associates’ generosity and investment in FSAE.

24

SOURCE • SEPTEMBER/OCTOBER 2013

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

What’s Happening @FSAE

By Deanna Menesses, CAE FSAE President/CEO

T

he September/October issue of Source is always our Official Conference Recap issue since the July/August always seems to print during or right after our big event. Looking back at these amazing photos from our photographer Michael Copeland of Copeland Productions, I am again overwhelmed by the magnitude of member support and camaraderie that truly makes FSAE a family! It was wonderful to see everyone in Tampa, and we can’t thank Visit Tampa Bay and the Marriott Tampa Waterside Hotel & Marina – and all our sponsors – enough for hosting such a fabulous event!

Since our Annual Conference we have appointed committee chairs and confirmed committee members for the 2013-14 service year. Thank you to all our leaders and volunteers! We have also launched our new Leadership Academy training program with the University of Florida Executive Education. The Leadership Academy offers expert, hand-on training for anyone who wants to gain or strengthen their leadership skills. The first class starts in January 2014, but applications are due by September 30. Visit fsae.org/LeadershipAcademy to learn more.

In our office, early fall is also a time to regroup and prepare for the next year’s budget and examine our operations. If this is your budget season too, don’t forget about our Compensation Survey which can help executives get a broader picture of salaries and benefits from organizations around Florida and the na-

tion. Personally, I’ve found this to be a tremendous tool!

I know this is also budget season for most of our associate members as well. I wouldn’t be doing my job if I didn’t provide a shameless plug to please consider 2014 Annual Conference sponsorship opportunities, as well as sponsorships for all FSAE and Foundation events as you submit your budgets for next year.

The 2014 Sponsorship Menu is already available on our website.

Speaking of websites, you may have noticed that ours looks different. Not only do we have a new design, we have a new website and community partner: Higher Logic. We couldn’t be happier with the tools and services they’ve provided us to make our site and community more streamlined, user-friendly and versatile for staff to better serve and inform you. Please keep in mind that we are launching our site in “beta” – which means we still have work to do on the back end to give you the best online experience possible. So please “pardon our dust” during this transition and let us know of any glitches you might find.

I’d also like to thank our previous partner Avectra for their many years of service to FSAE and wish them much luck and success with their new business strategy.

Fall brings opportunities for deep contemplation on membership issues with the Foundation’s Think Tank, September 2527 at the Sirata Beach Resort in St. Pete.

We hope to see you there!

Exceptional Meetings. Unbeatable Value.

Imagine an Embassy Suites® designed for great Orlando meetings. With 300 tworoom suites and 40,000 square feet of flexible meeting, pre-function and outdoor patio space, our hotel has the flexibility to accommodate your meeting needs and give everyone the room they deserve. Ideally located just 3.5 miles from the Walt Disney World™ Resort.

MORE REASONS TO STAY®

For information, call 407-597-4100 or visit orlandolakebuenavistasouth.embassysuites.com.

*Service of alcoholic beverages subject to state and local laws. Must be of legal drinking age. ™ indicates a trademark of Hilton Worldwide. ©2013 Hilton Worldwide.

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

SEPTEMBER/OCTOBER 2013 • SOURCE

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Buyer’s Guide

Please Support These Loyal Advertisers!

facilities

♦ Hotels with Florida’s Green Lodging Designation JW MARRIOTT MARQUIS MIAMI............................ (305) 421-8600 jwmarriottmarquismiami.com

facilities ♦ BELLASERA HOTEL, NAPLES.................................. (800) 548-5284 BellaseraNaples.com THE breakers Palm beach................................... (561) 653-6604 thebreakers.com caribe ROYALE .................................................... (407) 238-8100 cariberoyale.com ♦ crowne plaza jacksonville riverfront...... (904) 398-8800 cpjacksonville.com crowne plaza TAMPA EAST................................ (813) 623-6363 crowneplaza.com/cptampaeast ♦ DAYTONA BEACH RESORT................................... (800) 654-6216 daytonabeachresort.com ♦ DIAMONDHEAD BEACH RESORT.......................... (888) 865-5844 diamondheadfl.com DORAL GOLF RESORT & SPA................................... (800) 9DORAL-9 doralresort.com ♦ doubletree hotel PALM BEACH GARDENS ..... (561) 776-2913 doubletreepalmbeachgardens.com doubletree hotel tampa westshore .............. (800) 222-TREE tampadoubletree.com ♦ doubletree RESORT ORLANDO— INTERNATIONAL DRIVE...................................... (407) 352-1100 doubletreeorlandoidrive.com EMBASSY SUITES ORLANDO LAKE BUENA VISTA SOUTH..................................... (407) 597-4100 orlandolakebuenavistasouth.embassysuites.com ♦ FAIRMONT TURNBERRY resort & CLUB................ (305) 932-6200 fairmont.com/tir/fsae gaylord palms................................................... (407) 586-6338 gaylordpalms.com ♦ GRAND HYATT TAMPA BAY.................................. (813) 874-1234 grandhyatttampabay.com HAMMOCK BEACH............................................... (866) 342-1070 salamanderhotels.com HAWKS CAY......................................................... (305) 394-7239 hawkscay.com the helmsley sandcastle hotel........................ (941) 388-2181 helmsleysandcastle.com hilton sandestin beach golf resort & spa.............................................. (877) 705-6641 sandestinbeachhilton.com ♦ hutchinson island marriott........................ (800) 947-2148 hutchinsonislmarriott.com INNISBROOK......................................................... (800) 445-1713 salamanderhotels.com

26

SOURCE • SEPTEMBER/OCTOBER 2013

services

♦ LONGBOAT KEY CLUB & RESORT............................. (800) 237-8821 longboatkeyclub.com marco islAND marriott....................................... (941) 642-2794 marcomarriottresort.com marriott grand hotel resort........................ .....(251) 928-9201 marriottgrand.com marriott harbor beach resort & spa............ .....(954) 766-6133 marriottharborbeach.com marriott hollywood beach............................... (954) 924-2202 hollywoodbeachmarriott.com marriott KEY WEST................................................ (800) 546-0885 marriott.com/EYMWMC marriott St. Petersburg/Clearwater.................. (866) 508-0265 stpeteclearwatermarriott.com ♦ MIAMI MARRIOTT BISCAYNE BAY............................ (305) 374-3900 marriottbiscaynebay.com ♦ naples GRANDE BEACH RESORT........................... (239) 594-6736 NaplesGrandeResort.com ♦ OCEAN CLUB AT FAIRMONT TURNBERRY ISLE......... (800) 661- 8101 fairmont.com/tir/fsae OCEAN REEF CLUB................................................... (305) 367-2611 oceanreef.com ORLANDO MARRIOTT DOWNTOWN......................... (800) 574-3160 orlandomarriott.com ♦ orlando marriott lake mary........................... (407) 995-1100 marriott.com/mcoml ♦ orlando world center marriott resort....... (407) 238-8598 marriottworldcenter.com ♦ the peabody ORLANDO...................... (800) 42DUCKS (423-8257) PeabodyMeetings.com/fsae PELICAN GRAND BEACH resort.............................. (954) 556-7598 PelicanBeach.com ♦ PGA National resort and spa.......................... (800) 533-4669 pgaresort.com ponte vedra beach resorts................................ (800) 234-7842 pvresorts.com ♦ renaissance orlando Hotel............................ (407) 513-7208 Renaissanceorlandoap.com ♦ renaissance orlando at seaworld................ (407) 351-5555 RenaissanceSeaWorldOrlando.com ♦ Renaissance Vinoy Resort............................... (888) 303-4430 VinoyRenaissanceResort.com the resort at marinavillage................................ (239) 541-5000 MarinaVillageResort.com REUNION................................................................. (888) 418-9614 salamanderhotels.com ♦♦ rosen centre .................................................. (800) 800-9840 rosencentre.com ♦♦ rosen PLAZA...................................................... (800) 336-9700 rosenplaza.com ♦♦ ROSEN Shingle CREEK....................................... (866) 996-9939 rosenshinglecreek.com CHEF’S CORNER continued page 45 SAFETY HARBOR RESORT...........................................

(727)on724-7708 www.SafetyHarborSpa.com A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

sanDESTIN® GOLF AND BEACH RESORT.................. (770) 486-3600 sandestin.com sanibel harbour resort & spa................................ (239) 466-4000 sanibel-resort.com sheraton fort lauderdale beach hotel................... (954) 524-5551 sheraton.com/fortlauderdalebeach ♦ sirata beach resort.....(727) 363-5107 sirata.com ♦ TAMPA MARRIOTT WATERSIDE HOTEL & MARINA........... (813) 204-6338 tampawaterside.com TOPS’L BEACH AND RAQUET RESORT................ (850) 267-9240 nwflgroups@resortquest.com ♦♦ TRADEWINDS................(727) 363-2215 TradeWindsMeetings.com westin imagine orlando......................... (407) 233-2971 westin.com/imagineorlando WINGATE BY WINDHAM ORLANDO INT’L AIRPORT....(407) 826-5258 wyngateorlandoairport.com

SERVICES AMERICAN AUDIO VISUAL.........(407) 888-8300 americanaudiovisual.com BOYD BROTHERS, INC...........(800) 677-BOYD (2693) boyd-printing.com dept. of family, youth & community sciences.................................(352) 273-3551 LINE1 COMMUNICATIONS......... (850) 668-6666 line1com.com MEMBERCLICKS.COM............(800) 914-2441 TECH SERVICES GROUP..........(850) 577-1411 TSGforIT.com

CONVENTION & VISITORS BUREAUS THE BEACHES OF FORT MYERS & SANIBEl.............................(800) 237-6444 FortMyersSanibelMeetings.com beaches of south walton...........(800) 822-6877x128 beachesofsouthwalton.com BRADENTON AREA CVB........(941) 729-9177x234 AnnaMariaIsland-LongboatKey.com charlotte harbor VCB............(941) 743-1990 CharlotteHarborMeetings.com daytona beach AREA cvb....... (800) 544-0415 daytonabeachmeetings.com

emerald coast cvb, inc..........(800) 322-3319 destin-fwb.com greater ft. lauderdale cvb........... (800) 356-1662 sunny.org/meetings greater miami CVB............. (800) 933-8448 miamimeetings.com INDIAN RIVER COUNTY......... (772) 567-3491 IndianRiverChamber.com, SebastianChamber.com visit JACKSONVILLE & THE BEACHES........................ (800) 340-4444 visitjacksonville.com/meetings Experience Kissimmee......... (407) 742-8252 MeetInKissimmee.com/meetings THE naples, marco island, everglades CVB.................. (800) 688-3600 ParadiseCoast.com/cms/d/plan_a_meeting.php VISIT ORLANDO..................... (800) 362-4424 OrlandoMeeting.com palm beach county cvb..........(561) 233-3000 palmbeachfl.com seminole countY.............. (800) 800-7832 visitseminole.com ST. AUGUSTINE/PONTE VEDRA.... (800) 418-7529 myfloridameetings.com VISIT st. pete/clearwater..........(727) 464-7234 VisitStPeteClearwater.com VISIT TAMPA BAY.................... (800) 826-8358 VisitTampaBay.com

Meet in the heart of the magic, away from it all.

The best meetings in Orlando happen at the Caribe Royale All-Suite Hotel and Convention Center.

Just 1.5 miles from the happiest place on earth. Why? Maybe it’s the executive dinners in our Four Diamond Venetian Room. Or maybe it’s the hi-tech yet warm and spacious Grand Caribe Convention Center. Whatever it is, meeting magic happens every day here, in your own private group hub, away from it all, in the middle of everything.

T H E C AR I B E R OYAL E 407.238.8100 | CARIBEROYALE.COM

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

SEPTEMBER/OCTOBER 2013 • SOURCE

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PROPERTIES SPECIAL SECTION

Meetings in Orlando - Kissimmee

P

roviding value to your next meeting is really what the Orlando and the Kissimmee area do best. Orlando meetings go beyond tangible cost savings into the realm of providing an overall experience that produces positive results. This value is found in our broad range of affordable hotels, diverse dining and entertainment districts, and overall accessibility. Orlando is home to the No.1-rated Orange County Convention Center and amazing new hotels.

Kissimmee boasts an impressive inventory of meeting facilities and unique venues. Easy access to and from Orlando International Airport and minutes from world-famous attractions make Kissimmee ideal for any group whether it be a professional meeting, family reunion, military reunion or faith-based meeting When you begin planning your next meeting, reunion or getaway, be sure to check out Kissimmee, Florida.

Embassy Suites Orlando – Lake Buena Vista South Imagine an Embassy Suites designed for successful meetings.

The hotel features 40,000 square feet of meeting and prefunction space, 300 spacious two-room suites, and is conveniently located just 3.5 miles from the Walt Disney World™ Theme Parks. There are plenty of amenities to enjoy such as our free cookedto-order breakfast and complimentary Evening Reception, the perfect way to begin and end your day. This brand-new hotel boasts several unique outdoor areas, a 15,000 square foot ballroom and two 5,000 square foot junior ballrooms affording 15 flexible breakout options. In addition, the 13 boardrooms are perfect for small meetings for 8 to 14 people. Please ask about our special meetings offers. For more information, visit orlandolakebuenavistasouth.embassysuites.com or call (407) 597-4100.

The 53-acre Caribe Royale offers exceptional all-suite accommodations and unsurpassed hospitality.

There are 1,218 spacious onebedroom suites and 120 two-bedroom villas. The 150,000 square feet of meeting space features a 40,000-squarefoot ballroom, a 26,000-square-foot ballroom and 51 breakout rooms. With the ability to accommodate groups up to 4,400 people, the convention space 28

SOURCE • SEPTEMBER/OCTOBER 2013

has been described as a meeting planner’s dream because it is all located on one continuous level. Also, meeting planners can earn Stash Hotel Rewards® points for their events.

The Caribe Royale also features a spa, a state-of-theart fitness center, several dining options including the AAA Four Diamond rated Venetian Room and 24 hour room service, and a location 1.5 miles from the Walt Disney World® Theme Parks. For more information, visit cariberoyale.com or call (407) 238-8100.

Reunion Resort The AAA Four Diamond-rated Reunion Resort includes more than 300 luxury accommodations that range from private villas to vacation homes.

Reunion’s meeting spaces consists of breathtaking ballrooms, spacious conference rooms and outdoor event space. The resort features fine-dining outlets, including the roof top restaurant, Eleven; a full-service boutique spa; a water park with a playground, 1,000-foot lazy river and slide. Reunion Resort is also the only location in the United States to have course designs by Tom Watson, Jack Nicklaus and Arnold Palmer. Reunion Resort is also home to the only ANNIKA Academy in the United States. For more information, visit www.grandgolfresorts.com.

Rosen Hotels & Resorts Orlando Rosen’s convention properties offer an astounding array of facilities: Rosen Plaza, 800 rooms and 60,000 sq. ft. of meeting space; Rosen Centre, 1,334 rooms and 150,000 sq. ft. of meeting space; and AAA Four Diamond Rosen Shingle Creek, 1,500-rooms and 490,000 sq. ft. of meeting space.

All three properties now offer even more meeting enhancements. Rosen Centre unveils The Spa at Rosen Centre and the new 18,000 square-foot Executive Ballroom. Rosen Plaza is now connected to the Orange County Convention Center by the new Gary Sain Memorial Skybridge weatherproof walkway. At Rosen Shingle Creek, Mi Casa Tequila Taqueria has just opened.

Planners Perks are available for “new” business for November/December 2013 and all of 2014, based on availability. Call (866) 996-9939 or visit www.rosenhotels.com.

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

PROPERTIES SPECIAL SECTION

Meeting Destinations - Resorts and Spas Hammock Beach Resort

Innisbrook Resort

Situated along more than two miles of spectacular Atlantic beach on Florida’s Palm Coast, the AAA Four Diamond-rated Hammock Beach Resort has over 300 accommodations, including a 12-story tower of luxury suites. The resort features indoor space and unique outdoor space such as the Grand Event and Ocean Event lawns and Hammock’s 117-foot luxury yacht, the Sundancer, which cruises the Intracoastal Waterway. Hammock Beach Resort includes casual and fine dining restaurants with views of the Atlantic Ocean, a multi-level water and swim pavilion, fitness center and spa. The resort also features the newly renovated Conservatory Course and the Ocean Course, which plays six holes directly along the Atlantic Ocean. For more information, visit www.grandgolfresorts.com.

Innisbrook Resort is situated on 900 wooded acres of rolling hills in Tampa Bay on Florida’s Gulf Coast and features 600 spacious guest suites and rooms. The campus-style resort has 100,000 square feet of unique indoor and outdoor space and boasts one of the largest exhibit halls in Florida. Innisbrook Resort features four restaurants and three bars, 11 tennis courts, the new luxury Indaba Spa with 12 treatment rooms and state-of-the-art fitness center, six heated swimming pool complexes, a nature preserve and four courses of championship golf designed by legend Larry Packard, including the championship Copperhead Course.

For more information, visit www.grandgolfresorts.com.

Hutchinson Island Marriott Beach Resort & Marina, Escape

to

the

located on a 200acre island in Stuart, Florida.

Our resort offers guests a perfect and relaxed South Florida atmosphere.

The hotel features 29,000 square feet of flexible meeting space with on-site exhibition space, overlooking the Intracoastal Waterway. Tantalize your taste buds at one of our four on-site restaurants. Enjoy a wide array of activities The Ocean Club, an 18-hole executive golf course, 13 tennis courts, miles of unspoiled beaches, deep-sea fishing, a 77slip marina, and Spring Training games at the nearby Mets Stadium.

The hotel offers a 24-hour fitness center with complimentary fitness classes; complete with three heated pools and whirlpool to enjoy. Book your next meeting and enjoy the perfect beach getaway!

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

A Unique Place to Meet Ocean Reef Club, Key Largo Secluded on the northernmost tip of Key Largo, Ocean Reef Club offers 2,500 pristine, secure acres less than an hour’s drive from the Miami International Airport.

Usually reserved strictly for members, this exclusive Club offers a rare opportunity for select groups to experience its unique way of life firsthand. Over the past three years, guest accommodations have been thoroughly updated, The Spa has been expanded to 9,500 square feet and includes a VIP suite and café and a state-of-the-art Golf teaching facility has been added. Several of the more intimate meeting rooms have recently been renovated, allowing for flexibility in break-out spaces and for private Board meetings, all within the same building.

Contact Ocean Reef Club at www.Meetings.OceanReef. com or (800) 843-2730.

SEPTEMBER/OCTOBER 2013 • SOURCE

29

PROPERTIES SPECIAL SECTION

Meeting Destinations - Resorts and Spas DiamondHead Beach Resort & Spa

Book your next meeting at the

With 8,000 square feet of event space including an executive board room, ballroom and outdoor terrace overlooking the Gulf of Mexico, DiamondHead Beach Resort & Spa on Fort Myers Beach is the perfect spot for your next meeting, conference, reunion, retreat or theme party.

DiamondHead offers 121 one-bedroom suites with a king-size bed, private bath, living room with queen-size sleeper sofa and a fully stocked kitchenette. Complimentary high-speed Internet is available in all guest rooms, meeting rooms and wireless “hot spots” throughout the resort.

The Esterra Spa and Salon located on property is ideal for relaxation offering various treatments. Enjoy casual dining at Cabana’s Beach Bar & Grille and upscale dining at Chloës and Chloës Lounge. For more information, call (888) 865-5844 or visit www.DiamondHeadFL.com/MeetingsGroups.

acres at the tip of Fort Myers, Florida. Each of our guest rooms boasts private balconies with direct water views featuring spectacular sunsets. The resort offers 45,000 square feet of indoor and outdoor event space, featuring natural lighting, surrounded by verandas with captivating views overlooking San Carlos Bay. Savor culinary creations at one of our six on-site restaurants, including the Sanibel Harbour Princess, a 100-foot luxury yacht, providing guests with a unique dining experience. The Spa at Sanibel Harbour offers full-service spa amenities; complete with three heated pools, whirlpool, jet-skiing, and nature trail to enjoy. More than a meeting destination, the Sanibel Harbour Marriott is a state of mind.

Bellasera Hotel A hidden gem located in the heart of Olde Naples, Bellasera Hotel offers spacious studio, 1, 2 and 3-bedroom suites with private balconies and gorgeous furnishings. Bellasera Hotel in Naples offers 4,000 square feet of meeting space including ballrooms, an executive boardroom, meeting rooms, Zizi’s Restaurant and Lounge and an enchanting outdoor terrace overlooking the pool area.

The Esterra Spa located on property is ideal for relaxation and offers massages, pedicures, manicures and body treatments. This Tuscan-inspired, 4-Diamond Hotel is walking distance from world class shopping and dining on the famous 5th Avenue in Naples and just minutes from the Naples Pier and the beautiful white-sand beaches of Southwest Florida. For more information, call 800-548-5284 or visit www.BellaseraNaples.com/MeetingsGroups.

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SOURCE • SEPTEMBER/OCTOBER 2013

Sanibel Harbour Marriott Resort & Spa situated on 85 lush

Destination North Florida Visit Jacksonville Jacksonville, perfectly positioned along the Atlantic Ocean in Northeast Florida, is called the “River City by the Sea.” Whether you are looking to discover the undiscovered, ignite romance, reconnect with family, or be inspired by the city’s cultural offerings, unique cuisine, or uncrowded beaches, anything is possible. Visitors will find plenty to do with diverse activities, restaurants, and nightlife.

From convention hotels to resorts to boutique properties, Jacksonville offers more than 18,000 guest rooms, fitting every budget and preference. Jacksonville welcomes groups from 10 to 10,000 to experience its unique meeting venues and event spaces. Beyond the meeting room, the possibility for an unforgettable experience is waiting for you in Jacksonville!

Call (800) 340-4444 or go to www.visitjacksonville.com/ meetings for more information.

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

PROPERTIES SPECIAL SECTION

Destination North Florida Ponte Vedra Inn & Club

St. Augustine|Ponte Vedra Florida’s Historic Coast

The historic Ponte Vedra Inn & Club has been a northeast Florida landmark since its celebrated opening in 1928. Located in the picturesque seaside village of Ponte Vedra Beach, just 20 miles southeast of Jacksonville, this AAA Five-Diamond rated oceanfront resort has hosted some of the nation’s most influential groups and meetings. Palms, dunes and the Atlantic surf provide a dramatic backdrop for 250 luxurious rooms and suites, beach, golf, tennis, pools, gym, spa, restaurants and shopping.

Ponte Vedra is a 17-time recipient of the “Gold Key Award” for meetings excellence. Groups from 10-450 persons are well cared for with more than 25,000 sq. ft. of meeting and banquet space. Customized events include putting green coffee breaks, “Closest to the Hole” cocktail receptions and beach Olympics. Call (800) 234-7842 or visit www.pontevedra.com.

St. Augustine|Ponte Vedra– Florida’s Historic Coast offers meeting planners inspiring history, seaside elegance, and world-class accommodations and facilities to accommodate from 10 to 1,500 attendees. Here you will get a Florida experience unlike any other. Wherever you step, history is at your feet.

A true golfing Mecca – Florida’s Historic Coast is home to PGA TOUR Headquarters, more than a dozen championship courses, the World Golf Village and the World Golf Hall of Fame. Along with forty-two miles of unspoiled Atlantic beaches, this destination offers exciting activities and unique venues that insure memorable meetings. Visit MyFloridaMeetings.com to learn more or call (800) 4187529.

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Image: Stadium Course at TPC Sawgrass in Ponte Vedra Beach, Home of THE PLAYERS Championship. Photo courtesy of PGA TOUR.

Like soldiers, we stood guard at Castillo de San Marcos.

Like weekend warriors, we battled the bunkers of the infamous TPC. Like explorers, we wandered through alleyways and cafes O HIST

along St. George Street.

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Visit MyFlorida Meetings.com or call 800 - 418- 7529 WO

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HISTORY IS NO LONGER A THING OF THE PAST. THE COLONIAL QUARTER. NOW OPEN.

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MEMBER NEWS

at www.floridatrend.com. Partners has been listed in the small business category (15-49 employees) in 2011, 2012 and 2013 and jumped from 30 on the list in 2012 to 17 in 2013. Partners employs 24 in house employees and contracts with 6 additional full time equivalents.

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People, places HOTEL NEWS

things

The American Hospital Association (AHA) announced that the Florida Hospital Association (FHA) and the Tennessee Hospital Association (THA) are the 2013 recipients of the Dick Davidson Quality Milestone Award for Allied Association Leadership for their work to improve health care quality. The award, given to state, regional or metropolitan hospital associations that demonstrate leadership and innovation in quality improvement and contribute to national health care improvement efforts, was presented July 25 at the 2013 Health Forum-AHA Leadership Summit in San Diego.

Congratulations to The Naples Beach Hotel & Golf Club: The Naples Beach Hotel & Golf Club has received the prestigious “Pinnacle Award” for 2013 from Successful Meetings magazine. This marks the 10th consecutive year the resort has received the honor, which recognizes the best meeting hotels, destinations, and conference centers, as determined by votes by the magazine’s readers. The award will be presented to Jason Parsons, general manager of the 317-room newly renovated resort, which is Southwest Florida’s only resort directly on the beach with an on-site championship golf course, a world-class spa, and an award-winning tennis center. The 125-acre resort features 34,000 square feet of meeting and event space, and many beautiful outdoor venues.

Hyatt to Acquire The Peabody Orlando: Hyatt Hotels Corporation recently announced that a wholly owned Hyatt subsidiary plans to purchase the 1,641-room Peabody Orlando hotel for $717 million from UST Hotel Joint Venture, Ltd., comprised of affiliates of Belz Enterprises and Estein & Associates USA, Ltd. The transaction is expected to close on October 1, 2013, and the hotel will be rebranded as Hyatt Regency Orlando Convention Center upon closing.

Winegardner & Hammons Names Steve Miller as General Manager of Marriott Suites Clearwater Beach on Sand Key: Winegardner & Hammons, Inc. (WHI) is pleased to announce that Steve Miller has been selected as general manager of Marriott Suites Clearwater Beach on Sand Key. In his new role, Miller will oversee the daily operations and sales of the hotel. The hotel is managed by WHI, a full-service hotel management company, with 30 properties across the United States, including the Clearwater Beach Marriott Suites on Sand Key.

ASSOCIATION NEWS Congratulations to The Florida Hospital Association and the Tennessee Hospital Association for Receiving the Dick Davidson Quality Milestone Award for Allied Association Leadership:

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ACI and MemberClicks Launch Partnership to Provide More Tangible Value to Association Members: MemberClicks has partnered with Affinity Center International (ACI) to bring their association customers turnkey loyalty programs for member retention and new revenue sources. The partnership marries ACI’s product innovation, AchieveLinks®, with MemberClicks’ reputation for quality and service in the industry.

Through AchieveLinks, current and future MemberClicks association customers are offered a full suite of member loyalty benefits at no additional charge.

OTHER KUDOS Congratulations to the Newest Florida CAEs! Sylvia Gonner, CAE, The Institute of Internal Auditors, Suzanne Hurst, CAE, Membership Services Inc, and Janette M. Scheff, CMP, CAE, Tallahassee Society of Association Executives all passed the May 3rd CAE Exam and were honored at the 2013 ASAE Annual Meeting & Exposition in Atlanta, GA. They were among 99 newlycertified Association Executives. Debra N. McGuire, MBA, IOM, CAE, chairman of the CAE Commission said, “the addition of these professionals have catapulted our numbers to more than 4,000—the highest number of association executives to ever hold the designation at one time since the inception of the CAE Program in 1960.

We celebrate this milestone knowing these leaders are helping to improve the lives of millions of people around the world through their dedicated efforts and knowledge in the area of association management.”

VISIT ORLANDO’S FIRST SYNDICATED TV SHOW AIRED ON WE TV JULY 12: Visit Orlando’s first-ever syndicated television program, Orlando’s Top Ten “Must Do’s,” aired on WE tv in more than 83 million U.S. households on July 12. The one-hour show was conceptualized, written and executive produced

by Visit Orlando staff in collaboration with local travel and tourism partners, and is hosted by Central Florida resident Will Christien, a former professional wake boarder. Throughout the program, Christien explores the most popular - as well as lesser known - gems of Orlando.

Associations Abroad Learn from Florida Association Consultant, Bob Harris, CAE. Harris visited Belarus and Ukraine to train associations in July.

Partners in Association Management Named to Florida Trend Best Companies to Work For in Florida List for Third Consecutive Year - Partners in Association Management is pleased to announce that it has been named for the third consecutive year to the Florida Trend “Best Companies to Work For List” for 2013. The list was published in the August issue of the magazine and information can be found

Congratulations to Rachel Luoma for being named 2013 Young and Aspiring Association Professional! Rachel Luoma, Chief Staff Executive with Partners in Association Management of Tallahassee, FL has been named to Young and Aspiring Association Professionals 2013 List by Association Trends Magazine. The TRENDS Young & Aspiring Association Professionals represent the present and future of association management. They are nominated by senior executives and peers who have noticed their contributions, their leadership, and a certain je ne sais quoi, and believe they are headed for bigger things in the association community.

Congratulations to Letreze Gooding for recently earning her CAE! The CMP certification program recognizes individuals who have achieved the industry’s highest standard of professionalism. To earn the CMP designation, the meeting professional must demonstrate their experience and education in this field and pass a rigorous exam. Those who hold the CMP designation are considered the leading experts in the meetings, conventions and exhibitions industry.

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

Welcome NEW MEMBERS

EXECUTIVE

ASSOCIATE

Marianne Bock Continuing Education Program Manager ISPE - International Society for Pharmaceutical Engineering Phone: (813) 960-2105 www.ispe.org

Julie Ayers Sales Manager - Associations Plaza Resort & Spa Phone: (386) 267-1639 www.plazaresortandspa.com

Andrew Eason, CAE CEO/ Executive Director FL Dental Assn Phone: (850) 350-7109 www.floridadental.org Nancy Garcia Government Affairs Director Northeast FL Assn of REALTORS Phone: (904) 394-9138 www.nefar.com Robert Johnson President Outdoor Amusement Business Assn, Inc. Phone: (407) 681-9444 www.oaba.org Suzanne Neve Executive Director FL Festivals and Events Assn Phone: (407) 203-1334 www.ffea.com Bernice Ryder-Smit Technical Training Coordinator FL Swimming Pool Assn Phone: (941) 952-9293 www.floridapoolpro.com Lisa Stanley CEO OSCRE International Phone: (407) 823-8066 www.oscre.org John Tanzella President/CEO International Gay & Lesbian Travel Association Phone: (954) 630-1637 www.lgbt.travel

Greg Brice Business Development Manager AVI - SPL, Inc. Phone: (407) 786-5000 www.avispl.com Chris Clancy Account Executive Gilbert Exposition Management Services (GEMS) Phone: (407) 438-5002 www.gemsevents.com Benjamin Cornish Director of Marketing The Palms of Destin Resort & Conference Center Phone: (850) 351-0514 www.visionarydestin.com

Mary Hutchcraft, CHSP, CMP Director of Sales and Marketing International Palms Resort & Conference Center Cocoa Beach Phone: (407) 248-2199 www.internationalpalms.com Dawn Lafferty Sr. Sales Manager Mission Inn Resort & Club Phone: (352) 324-3901 www.missioninnresort.com Kathryn Middleton Director of Sales & Marketing Embassy Suites JacksonvilleBaymeadows Phone: (904) 899-9503 www.embassysuitesjax.com John Pappas VP Business Development SolutionIQ Phone: (561) 860-6093 www.solutioniq.com Jackie Ramieri CEO Inspired Bronze Phone: (386) 738-5637 www.inspiredbronze.com

Jackie Rhody Sales Manager Orlando Marriott Lake Mary Phone: (407) 995-7016 www.marriott.com/mcoml Charles Rosenberg President Rose Printing Company Phone: (850) 576-4151 Carolyn Stein Carolyn Stein & Associates Phone: (305) 931-3237 Lauren Thompson Area Sales Manager Lido Beach Resort Phone: (941) 387-1181 www.lidobeachresort.com Lauren Thompson Area Sales Manager Resort at Longboat Key Club Phone: (941) 387-1181 www.longboatkeyclub.com Linda Urban Sales Manager Doubletree by Hilton Tampa Airport Westshore Phone: (813) 879-4800 www.tampadoubletree.com

Jennifer Coto Sales Manager Ocean Center Phone: (386) 254-4500 www.oceancenter.com Sonia Datta National Sales Manager Turnberry Isle Miami Phone: (786) 279-6265 www.turnberryislemiami.com Renee Goergen Sales Manager Villas of Grand Cypress Phone: (904) 321-2795 www.grandcypress.com Ivonne Heringer Sales Manager Four Points by Sheraton Orlando Studio City Phone: (407) 351-2100 www.fourpointsstudiocity.com

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

SEPTEMBER/OCTOBER 2013 • SOURCE

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FSAE and FSAE Foundation 2013

CALENDAR OF EVENTS November 2013

September 2013 17

FSAE Foundation Executive Series Luncheon Hotel Duval, Tallahassee (Sponsored by Renaissance Orlando at SeaWord)

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FSAE Foundation Think Tank Sirata Beach Resort & Conference Center, St. Pete Beach

October 2013 17

July/August 2013 DONATIONS

FSAE Foundation Golf Tournament, Southwood Golf Club, Tallahassee

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Central Florida Meet & Greet Location: Holiday Inn Lake Buena Vista, Orlando Sponsor: B located in the Walt Disney World Resort (Formerly the Royal Plaza)

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FSAE & FSAE Foundation Board Meetings Wyndham Grand Orlando Resort, Orlando

July 2014 9-12

2014 Annual Conference Hilton Orlando, Orlando

Dates Subject to Change.

Please see www.fsae.org for the most up to date information.

Tara Collins Grand Golf Resorts of Florida Timothy Bell Hyatt Hotels & Resorts Michael Brawer Assn of FL Colleges Eileen Johnson Assn of FL Colleges Paget Kirkland Kirkland Event and Destination Services, Inc. Rachel Luoma Partners in Assn Management, Inc. Bennett Napier, CAE Partners in Assn Management, Inc.

www.fsae.org

see the new face of fsae.org • clean, fresh streamlined design • more user-friendly community interface • pertinent information at your fingertips Website & Community Powered by:

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A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

All of our meeting rooms are exceptional.

Some just have better views than others.

Here, on the northern tip of the Florida Keys, groups of all sizes meet for camaraderie and inspiration amidst the exceptional beauty of our island retreat. Where new ideas are just as likely to form on a fishing yacht or the golf course as in one of our many meeting rooms. May we extend your team an invitation to meet at the Ocean Reef Club. They’ll thank you for it, long after your meeting has ended.

CALL YOUR PERSONAL MEETINGS MANAGER AT 305.367.6509. OceanReef.com

Oceanfront Excellence

A landmark since its celebrated opening in 1928, the Ponte Vedra Inn & Club proudly presides as the grand dame of northeast Florida resort hotels. Featured are 250 luxurious rooms and suites, the Atlantic surf, beach, golf, tennis, fitness, spa, fine dining, shopping and a AAA Five-Diamond award for hospitality excellence.

Ponte Vedra Beach, Florida • Oceanfront. Just 20 minutes from Jacksonville (800) 234-7842 • www.pontevedra.com