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66,000 Cast Members your customers! Make our
Advertise in the employee publications at the Walt Disney World Resort and tap into the tremendous buying power of our 66,000 Cast Members. Then watch your sales grow! Contact Irma Coombs • 407.828.4329 • irma.coombs@disney.com 2 | Visión
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©Disney
Oct-Nov-Dec 2013 Issue #16
Editor’s Note
P.5
Ian’s Social Media Box
P.6
Miracle of the Huddle
P.8
Tips for Running a Successful Seasonal Business
P.12
2013 Tax Law Changes
P.14
Tax News & Calendar
P.15
Are you Prepared for the Holidays?
P.17
Marketing your Business for the Holidays P.18 Customer Service during the Holidays
P.20
Book Review: Who Moved my Cheese
P.23
Sales Personality Rush
P.25
The Main Street Gardener
P.26
HCCMO Update
P.26
Gallery
P.28
From Work To Play
P.30
Hispanic Chamber of Commerce of Metro Orlando
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editorial team Maritza Martínez Editor in Chief Ian Suárez Art Director Tony Lagos Contributor Rosalina Stober Hispanic Business Initiative Fund
HCCMO staff
Diana Bolivar President
Marilen Marnett Director of Events and Operations Christine Peña Events Coordinator
Rafael Irastorza Contributor
Juliana Trujillo Director of Marketing & Business Development
George Fournier Writer
Ian Suárez Graphic Design & Social Media Coordinator
Millo Aldea millote.com Peter Hilera Vestal & Wiler, CPAs Diego Puig McGee & Powers, P.A. Jonathan Aponte Cover Photo/Photographer Ulysses Arrigoitia Univision TV/ Salsa 98.1FM/UniMas TV Carlos Carbonell Echo Interaction Group Martin Lande Contributor Vincent Giannoni GGM & Associates Joshua Johnson CourseMob George Santos Graphic Design Intern
Elda Rivera Marketing & Membership Coordinator Nelson Camargo Business Development Specialist Yuitxa Ramírez Veintidós Office Coordinator Luisa Garcia Administrative Assistant Sebastian Sanchez Project Specialist Andres Galizia Intern Fernando Agudelo Intern Jackie López Intern Jeanette Castillo Intern Nicole Perez Intern
HCCMO 2013/14 board members executive board José Cerda
Chair State Farm Insurance
Giorgina Pinedo-Rolón
Vice-Chair Gio Communications, Inc.
José Nido
Vice-Chair Elect Wyndham Worldwide Corp.
Albert Hurtado
Treasurer Albert Hurtado, CPA, PLLC
Janet E. Martinez
Legal Advisor Janet E. Martinez, P.A.
Lourdes M. Mola Secretary Walt Disney Parks and Resorts
board of directors Maritza Martínez
Ex-Officio University of Central Florida
Orlando Alancastro
Director OUC: The Reliable One
Modesto Alcala
Director Universal Orlando
Héctor Bauzá
Director Bauzá and Associates
Kari Conley
Director Orlando Health
José G. Costa Director Terracon
Evelyn Martínez
Karla Muñiz
Director Florida Hospital
Christina Pinto
HBIF Representative MPC Wealth Management
Keith J. Raymond
Director Popular Community Bank
David Ruíz Director UPS
Scott Skidelsky
Director Balfour Beatty Construction
Irma E. Stenman
EDC Representative Metro Orlando EDC
Director Osceola Heritage Park
Official Package & Delivery Partner of the HCCMO Fashion Square Mall 3201 E. Colonial Dr. Suite A-20 Orlando, FL 32803 407.428.5870
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www.hispanicchamber.net
Editor’s Note... Dear Reader,
Thank you for turning the page to take a peek at this issue of Visión. With the holidays around the corner, we know your time is more valuable than ever and we appreciate you investing a little bit of it exploring with us. Visión Magazine aims to engage, educate and provide valuable current resources for the business community in Central Florida. In this Issue, we have included a number of holiday-centric articles to aide you, and your business, best prepare for the season. In addition, you will enjoy reading about the power of the huddle, and how it, and similar team building exercises, promotes respect and cooperation, as well as several other stories we hope you’ll enjoy. As always, we welcome your feedback! Let us know of topics you would like featured in future issues of Visión. Please share with us your reaction to what is included in the magazine, and of course, we’d love to hear your ideas on how we can make our magazine even better. Happy reading!
Maritza Martínez Editor in Chief University of Central Florida
HCCMO trustees F o u n d i n g trustees
trustees
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SOCIAL MEDIA
BOX
@haveyoumetian
Promoted Posts on Facebook
by Ian Suárez, Hispanic Chamber of Commerce of Metro Orlando
Promote Your Facebook Page
T
he numbers don’t lie: Facebook has over 1.1 billion users, and approximately 70% of these users are connected to a local business on Facebook. In fact, a Facebook representative will tell you that there are more than 2 billion connections between users and local businesses. So there you are, a local small or large business with a very nice Facebook Page. You post smart content in a constant matter. You work hard to accumulate fans and “Likes” using every trick, tip, and tactic you find on social media books and savvy social media columns (wink, wink); only to realize that a tiny fraction of those fans actually see your messages. Yes, Facebook can be a little frustrating now that you think about it! It’s not your fault! Nowadays, we live in a world where information (even the useless kind) is constant and A.D.D. is rampant in our society. With so many Facebook users, the chances that your posts get seen and stay on top, become more difficult. Does it mean that you should put your computer away and forget about your Facebook Page? Not really. This minor set back can only help you be more creative with your posts and/or have a more direct conversation with your costumers. We also know that it is not the amount of likes, but the quality of those likes. However, being clever and posting high quality content is not always enough. Facebook now has that little extra push you need to promote your page’s postings to help you maximize exposure. Facebook offers Promoted Posts for a fee to help you get more people to see your posts. When you pay to promote specific content on a Facebook fan page, the post will appear higher in the news feed, so there is a better chance that your fans — who have already liked your page — will see it. When you promote a post from your page, you can either choose to show it in the news feeds of the people who like your page (and their friends) or you can try to reach other specific groups of people. The cost to promote a post on a fan page depends on your geographic location and how many people you reach. You are billed daily and can set up a budget, and only be charged for impressions on your post. The best way to avoid paying to promote posts on Facebook is to first target the right users for your fan page and then engage them by liking, sharing, and commenting on things of mutual interest.
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1 2 3 4 5
Use the network you have Business cards, email contacts… let everyone know about your Page
Help people find you Link your website and blog to your page
Share your Facebook Page with family and friends Your best promoters are those who know you.
Don’t forget to take it offline Who said all business is now done online? Make sure you talk about your page during
those networking events!
Tell anyone who will listen! Just like #4, make sure you promote your page during networking events, speaking
engagements, radio shows…the sky is the limit!
I know what you are thinking: now I have to pay for the marketing I was doing before for free on Facebook? Well, remember that social media marketing, even if it appears to be “free”, takes time, and like Benjamin Franklin said, “Time is Money”, and now we just need to invest a little bit more to really capture that audience. #PositiveOutcome…your posting goes viral! #HappyPostings
No. 1 Regional University in the South U.S. News and World Report—Best Colleges, 2005–14
No. 1 in Florida for Leadership Development Leadership Excellence, 2012
No. 1 in Florida Forbes—America’s Top Colleges, 2011
“Best Value” Regional University in the South U.S. News and World Report—Best Colleges, 2014
Best MBA in Florida Forbes, 2005–1 1
Best Part-Time MBA in Florida Bloomberg Businessweek, 2011
Florida’s First.
Most Beautiful Campuses The Best Colleges, 2011–13
Florida’s Finest. Winter Park • Orlando, FL | rollins.edu
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a LEADER is someone
“who stands up
FOR JUSTICE and doesn’t block its
PATH.” - Dr. Richard Lapchick
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Hispanic Chamber of Commerce of Metro Orlando
MIRACLE OF THE HUDDLE by George Fournier & Anthony Lagos
Hold fast to dreams For if dreams die Life is a broken-winged bird That cannot fly. from Dreams by Langston Hughes
S
ometimes it is difficult to hold fast to your dreams. Sometimes it is easy to lose heart when facing opposition to your dreams, especially when that opposition endangers you and your family. Dr. Richard Lapchick is a man for whom Langston Hughes’ poem, Dreams has special meaning. There were times when there was good reason to lose heart, especially after being attacked and hospitalized for following his dream. Instead, each time he maintained his commitment to promoting diversity, fighting bigotry, and providing others with the means to share the dream of equal opportunity and mutual respect. Richard Lapchick is the Endowed Chair and Director of the DeVos Sports Business Management Program at the University of Central Florida, a program he founded in 2001. It is a program in graduate and undergraduate studies that clearly reflects his dream. The DeVos program focuses on the business skills needed to achieve a successful career in the sports industry. The program’s coursework emphasizes diversity, ethics, social issues, and community service. It has been named by The Wall Street Journal, The New York Times and ESPN The Magazine as one of the top five programs in the country.
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Richard Lapchick is the son of Joe Lapchick, the legendary basketball coach of the NBA New York Knicks and St. Johns University, and a champion for racial inclusion. From his father’s example, Richard learned that “there is something about sports” that gets peoples’ attention and can be leveraged for doing good. Today, in many of his speaking engagements, Dr. Lapchick talks about the “miracle of the huddle” where teamwork and common goals create mutual respect and cooperation. In the huddle he claims, “It doesn’t matter if you are white, or African-American, or Latino, or Asian-American, or Native American, or Arab-American.” He also says the huddle produces a transformation in attitude, “I’ve seen people who hated each other before they got into the huddle, change their minds about who was in the huddle with them.” In a recent interview with Visión, Dr. Lapchick defined a leader as someone “who stands up for justice and doesn’t block its path.” At the DeVos program, leadership, teamwork and character are among the values instilled in students. As expressed in the program’s purpose and goals, instruction in these values is accompanied by the opportunity for students to develop “a commitment for using sports to improve life in society,” and to acquire the “sports management knowledge and skills” needed for making a difference in their businesses and organizations. To get an additional perspective on leadership and the importance of diversity in the workplace, we talked with Dr. Susan A. Bach, the Executive Director of the Center for Leadership Development at the Rollins College Crummer Graduate School of Business. The Center is ranked by Leadership Excellence magazine as one of the top 20 business school leadership development centers in the nation. In her interview, Dr. Bach said effective leaders recognize that effective systems and process are only part of what is needed to achieve success. Genuine success requires the effort of all team members who are valued for who they are and for the contributions they make. Here is where cultural, racial, and gender diversity in an organization is especially important. In successful businesses, when people work together for a common purpose, their differences are celebrated not submerged. In the process, both their individuality and their cultural and racial identity are valued by management and team members. 10 | Visión
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“It is more about ‘we’ and less about ‘me’,” said Dr. Bach in identifying the mindset of leaders who promote a shared sense of mission among all employees and stakeholders. She continued, “In an organization that recognizes ‘we are all in this together,’ the whole is greater than the sum of its parts.” In these businesses, diversity becomes a bottom line asset that contributes to long-term success. It is a lesson that Dr. Bach’s students carry with them into their careers and organizations.
“For Mackey, “doing the right thing” is not utopian. It is essential for success and sustainability.”
In his book Conscious Capitalism, John Mackey describes today’s successful businesses as those that rely on trust, integrity and caring. In these businesses, zero-sum thinking is replaced by a win-win approach where mutual benefit for all stakeholders (including employees) is the goal.
standards Dr. Lapchick agreed, saying, “I think the benefit is that you have done the right thing.” He added that in addition to the risk of fines and public humiliation, a lack of ethics “can drag down the morale of the company. It can really tear it apart.”
For Mackey, “doing the right thing” is not utopian. It is essential for success and sustainability. When asked about the importance of integrity and high ethical Hispanic Chamber of Commerce of Metro Orlando
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Tips for Running a Successful Seasonal Business
by Rosalina Stober, Hispanic Business Initiative Fund
DO
you have a seasonal small business? If so, as the holiday season approaches, it’s important to be better organized and prepared in order to maximize your profits. Seasonal small businesses, such as some retailers, Christmas tree shops, Halloween costume-shops, landscaping, ice cream shops, and with plenty of others, make most of their yearly profit during a few months out of the year. In order to achieve your financial goals, certain measures should be taken. Some key tactics to get prepared for your busiest season are build or brush up your business plan; evaluate your sales methods; catalogue your inventory; evaluate your marketing strategies; and consider offering discounts.
HISPANIC
exp BUSINESS
&
CONSUMER
RESERVE YOUR BOOTH TODAY! APRIL 11 - 13, 2014
ORANGE COUNTY CONVENTION CENTER, NORTH BUILDING 12 | Visión
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Hispanic Chamber of Commerce of Metro Orlando
For more info call 407.428.5870 or info@hispanicchamber.net
Build or brush up your business plan: There are a few steps a business owner needs to make before the season. Research and look into past years’ trends in your sales and inventory. What was the outcome? Any profit? Loss? Sales methods: How do you plan on increasing sales? What is the sales goal and how will you achieve it? Having a projected goal and different ways to achieve it can take your business to different heights. Catalogue your inventory: Past years’ financials and/or some industry research will tell you how much inventory you should have. For example, should you have more Christmas trees than in previous years? How many? Especially if your product has a shelf life, it’s critical to plan accordingly. Where is the inventory coming from? Is it a reliable source? As it relates to your marketing strategies, consider how you will reach your target market? With today’s technology it can be easier to reach a higher number of consumers but it has to be targeted and managed properly. Have you considered using social media? Regarding discounts: Will there be discounted items? How will you manage promotions? These need to be planned prior to making sales. As your season comes to an end, you need to know how far or close you are to your projected goal. It is important because the inventory needs to be sold, but profit must also be made. Even if you’re vigilant, unexpected problems might surface. Make sure to plan for unexpected outcomes, such as inclement weather or accidents. If you have planned for it, you may be able to mitigate the potential losses. As a nonprofit organization, the Hispanic Business Initiative Fund offers assistance to Hispanic entrepreneurs. HBIF’s entrepreneurial grants cover the cost for small businesses to work with experienced consultants to develop strategic business plans. To learn more about HBIF’s free business assistance, call 407-428-5872 or visit www. HBIFFLORIDA.org to schedule an appointment.
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2013 TAX LAW CHANGES
How they affect individuals and businesses by Peter A. Hilera, Tax Services Partner. Vestal & Wiler, CPAs the year nears to a close, it is important that individuals and business owners appropriately plan for the changes in tax law in 2013, and take advantage of any benefits that may be afforded under current tax law. For individuals and businesses, it is now the time to act, plan and organize personal and business affairs before the end of the year in order to minimize their tax liabilities. To help individuals and businesses plan for changes in 2013, a summary of the most significant tax changes that will affect them is presented below.
AS
Tax rates
The American Taxpayer Relief Act extended the Bush-era tax cuts to individuals filing as single, married filing jointly and head of household having an annual income under $400,000, $450,000 and $425,000, respectively. Those individuals with income above $400,000 ($450,000 for families) are now subject to a new top income tax rate of 39.6 percent and a new capital gains top rate of 20 percent. The capital gains tax will remain at 15 percent for individuals under the top tax bracket and 0 percent for individuals in the 15 percent income tax bracket. Certain qualified dividends will continue to be taxed in the same manner as capital gains and therefore will be subject to the preferential rates of 15 or 20 percent depending on the individuals’income level.
Alternative Minimum Tax
The Alternative Minimum Tax (AMT) came into effect more than 40 years ago to ensure that wealthy individuals did not avoid taxes. Due to many factors, including the fact that the AMT was not indexed for inflation, the AMT has encroached on middle-income taxpayers. In recent years, Congress routinely “patched” the AMT by increasing the exemption amounts and making other tax reliefs available. These patches were just temporary measures. The American Taxpayer Relief Act, signed into law in January 2, 2013, permanently patches the AMT by increasing the exemption amounts and indexing them for inflation.
Retirement savings
The American Taxpayer Relief Act makes a valuable change to the treatment of retirement savings and makes available an important planning opportunity. Generally, participants with 401(k) plans and similar plans have been allowed to roll over funds to designated Roth accounts in the same plan subject to certain qualifying events or age restrictions. The American Taxpayer Relief Act lifts most restrictions, and it now allows individuals participating in 401(K) plans with in-plan Roth conversion features to make transfers to a Roth account at any time. Congress made this change because conversion is a taxable event and it will help generate more tax revenue for the U.S.
Code Sec. 179 expensing and bonus depreciation
In recent years, Congress has repeatedly increased dollar and investment limits under Code Sec. 179 to encourage spending by businesses for items classified as capital expenditures (e.g.
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Hispanic Chamber of Commerce of Metro Orlando
computers and certain software) For tax years beginning in 2010 and 2011, the Code Sec. 179 dollar (total amount that can be expensed) and investment limits (total amount of equipment that could be purchased and still qualify for Section 179 expensing) were $500,000 and $2 million, respectively. The American Taxpayer Relief Act boosts the dollar and investment limits for 2012 and 2013 to 2011 limits and adjusts them for inflation. Individuals and businesses should keep in mind that the increase is temporary. The Code Sec. 179 dollar and investment limits are scheduled, unless changed by Congress, to decrease to $25,000 and $200,000 after 2013. The current law allows immediate expensing of equipment purchased and used in your business. If Section 179 expensing is not enough, businesses are also allowed to write off immediately 50% of all new, first use, assets placed in service in 2013, provided that their tax lives are less than 20 years. In general, computer equipment, furniture and fixtures, and other business property will qualify for this. In order to obtain the largest benefit under Section 179 expensing and bonus depreciation, individuals should contact their tax advisor for guidance on how these benefits can help them minimize their tax liabilities for 2013.
Net Investment Income (NII) and Additional Medicare Taxes
Beginning 2013, taxpayers with significant investment income (e.g. interest, dividends, capital gains, royalties, among others) will face a new surtax if their income exceeds $250,000, $125,000 and $200,000 for individuals married filing jointly, individuals married separately and all other filing statuses, respectively. The IRS has prescribed a specific formula for determining if the new 3.8 percent surtax applies to certain individuals. In general, the tax applies to the lesser of individuals’ net investment income and the excess of your modified adjusted gross income over the threshold amount outlined previously. The types of income that fall under the definition of NII are much broader than what most taxpayers may think. For example, if you have a passive investment, such as a rental property or other business you invest in, but do not manage, the net income from such investment may be subject to this tax. In addition to the NII surtax, there is an extra 0.9 percent Medicare tax that applies to wages, compensation and self-employment income rather than to all income. The threshold amounts are similar to the dollar amounts used in computing the 3.8 percent NII surtax. There is no “employer match” for this Additional Medicare Tax. The 1.45 percent rate paid by employees remains unchanged after 2012. However, an employer is required to collect Additional Medicare Tax with respect to wages earned for duties performed by the employee only to the extent the employer pays wages to the employee in excess of $200,000. This rule applies regardless of the employee’s filing status or other wages and compensation.
TAXES
Tax News and Calendar
by Peter A. Hilera, Tax Services Partner. Vestal & Wiler, CPAs “I’m spending a year dead for tax reasons.”- Douglas Adams Fortunately, we will all be alive and well in the 4th quarter of 2013. To help you plan for upcoming and important tax dates, along with year-end tax planning, included you will find a tax calendar for the months of October, November, and December for tax year 2013 . It will allow you to plan for tax payments and important due dates for you and your business. OCT
15
–Individuals: If you have an automatic 6-month extension to file your income tax return for 2012, the final extended due date to file your 2012 return is October 15th.
–Employers: Social Security, Medicare and withheld income tax – If the monthly deposit rule applies, deposit the tax for payments in September. OCT
31
–Employers: File form 941 for the 3rd Quarter of 2013. If your tax liability is less than $2,500, you can pay it in full with a timely filed return. Deposit FUTA owed through September if more than $500. –Employers: Anytime in November: - Ask employees whose withholding
NOV allowance will be different in 2014 to fill out a new Form W-4.
–Individuals/Business Owners: Anytime in November or December – Contact your tax accountant to perform a year-end tax planning review and take advantage of any rules that may be favorable that will allow you to lower your tax liability under tax law for tax year 2013. NOV
15
–Employers: Social Security, Medicare and withheld income tax – If the monthly deposit rule applies, deposit the tax for payments in October. –Individuals/Business Owners: Anytime in December – REMINDER - Contact
DEC your tax accountant to perform a year end planning review and take advantage
of any rules that may be favorable that will allow you to lower your tax liability under tax law for tax year 2013. DEC
16
–Corporations: Deposit the fourth installment of estimated income tax for 2013.
–Employers: Social Security, Medicare and withheld income tax – If the monthly deposit rule applies, deposit the tax for payments in November. • Individuals: If you reside outside of the U.S., you have until this date to file your personal income tax return Form 1040. • Individuals: 2nd Quarter estimated tax payment due. • Corporations: 2nd installment of estimated tax due. • Employers: Social Security, Medicare and withheld income tax – If the monthly deposit rule applies, deposit the tax for payments in May. • Employers: Social Security, Medicare and withheld income tax – If the monthly deposit rule applies, deposit the tax for payments in June. ¹Source of Information: IRS at www.irs.gov, Publication 509 for 2013.
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1-855-253-4621 | brighthouse.com Serviceable areas only. Some restrictions apply. Products and price of equipment and services subject to change.
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HOLIDAYS
ARE YOU PREPARED FOR THE HOLIDAYS?
By Ulysses Arrigoitia, Senior VP of Univision TV/ Salsa 98.1FM/UniMas TV
T
he holiday season begins earlier every year and this year it’s no different. The economic indicators for the Metro Orlando area are positive and will impact consumer confidence in a positive way. For example, according to the UCF College of Business Administration’s July 2013 Economical Indicator Report, the fastest growing sector is expected to be the Construction and Mining sector, with an average annual growth rate of 8.7 percent. It also mentions that population growth is expected to increase in Florida and that income levels will rise by 5.5%. All this is good news for you. This will potentially transcend into increased sales, profit and traffic for your business. The question is, are you ready for the increase in traffic? Do you have a plan to maximize this opportune time of the year? There are a couple of simple actions and crucial steps you can take now to help you better be prepared and better serve your customers.
Customer service
Your staff needs to be trained on how to deal with the busy stressed out holiday shoppers. Train your staff to greet every customer with a smile and to be emphatic with mom not being able to find that new toy for her son! Don’t make a customer wait. Consider temporary help for the season, and, If you plan on doing so, recruit now! The best candidates will be gone if you wait too long. Consider also increasing your e-commerce presence.
Promote the holiday spirit
It’s as easy as decorating your store and website. Give away simple things like promotional holiday pens, candy canes or free tree decoration hooks (I can’t find any hooks when its time to decorate!). The holiday spirit encourages consumers to spend a little more.
Adjust your marketing approach
Get consumers ready for the holiday season - and let them know you’re ready - through marketing and advertising. Use mass media Shoppers fill Macy's during the Black Friday sales on November 23, 2012 in New York City. (Photo by Andrew Kelly/Getty Images) (2012 GETTY IMAGES)
as much as your budget allows. Research indicates more consumers are comparing products and processes online before shopping at a retail store. Make sure your website, e-commerce and Search Engine Optimization (SEO) are all up to date. Mobile advertising is the new thing, and it’s more affordable than you may think.
Introduce new products/services
Many companies use this strategy. This is the best time of the year to do so. More people are in the buying mood than any other time throughout the year.
Offer incentives
Start preparing your incentives early. Shoppers begin looking around for the best deals months ahead of time. Consider which types of incentives will appeal most to your customers - free shipping? Buy one get one free? Percentage discounts? Send a list to your customers via email, including a promotional code for additional savings.
Send cards
Sending a holiday card to customers is a great low-cost strategy for promoting your business. Consider sending cards or postcards to past customers as well, you could even include a coupon or offer if they do business with you again.
Manage your finances
Manage your finances during the season and be prepared for the ups and downs that may occur during the season and afterwards. Above all, take care of yourself and your staff. Don’t over work yourself. Take a break once in a while. Reward yourself and your staff, Consider taking them out to lunch before, during and after the season. With simple actions, they will go the extra mile for you.
Happy selling season!
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MARKETING YOUR BUSINESS FOR THE HOLIDAYS by Vincent Giannoni, MBA, GGM & Associates
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Hispanic Chamber of Commerce of Metro Orlando
COVER STORY
IT
has been 66 years since Kris Kringle shook up Macy’s with his honesty and goodwill. For those of you unfamiliar with the 1947 Christmas classic Miracle on 34th Street, Mr. Kringle gets a job at Macy’s playing Santa Claus and soon gets into trouble by referring customers to other stores instead of steering them to Macy’s own toy department because he knew that the others had better products. Of course what was initially perceived as a counterproductive strategy actually generated so much good publicity and goodwill for Macy’s that it was adopted by the store and its competitors.
Marketing Re-Visited
“So how is this relevant to attracting holiday customers to my store?” you may ask. It is relevant in every imaginable way.
Strauss goes on to say, “Motivate your staff. The big box stores beef up for the holiday by hiring temporary, seasonal workers. You already know that one of your big advantages over the chain stores is the personal attention you can give your customers. Remind your staff of that, and act accordingly.” Strauss also advises small business to “Look and be unique! Be different!” This is important for any marketing program, but it is essential to the survival of any small business and for creating a strong brand. “In order to be irreplaceable one must always be different” said fashion design icon Coco Chanel. Differentiation can be attained by creating an aura of exclusivity in a particular product or service. For example, try to create exclusivity contracts to ensure that your product is not available elsewhere during the season. Create an invitation-only event and bring young business women to a seminar on dressing professionally and offer them a scarf and special price on the purchase of a second one.
The Marketing Concept
Marketing is everything you do to promote your business. It is the ad that you place in a magazine; it is the design of your store; it is your web site, it is the way you train your people; it is the way you treat your customers; but in the end it is about how the four Ps of marketing (product, price, place and promotion) interact. In other words: Understanding your product or service. Understanding that price is important - but not everything. Knowing your place of business - your market and your competitors. And promotion - knowing how to drive customers to your store.
The problem with holiday marketing is that everyone keeps doing the same things: Black Friday, Christmas in September, etc. But does it all really boil down to finding the cheapest place? “No,” says USA Today small business columnist, Steve Strauss. “A lot of other things come into play beyond the price of the gift, most significantly, the suitability of the present for the person, convenience, and maybe even the attitude of the salesperson.”
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Marketing Re-Defined
While the four Ps are still part of any strategy, we need to add two more components to really bring marketing to the 21st century: a fifth P – People, and a sixth P - Purpose. Author Brian Solis, principal at Altimeter Group, emphasizes the need to make these the axis of any marketing strategy. He says, “We now live in an era where customers are more connected, informed, and empowered, and as a result, their expectations amplify and modify. Understanding the needs and expectations of people inspires an important element often missing in day-to-day business strategy…empathy.” Marketing guru Philip Kotler says it is important to create fans instead of a consumer base. He believes brands such as IKEA, Google, Starbucks, Apple and Harley Davidson have managed to do just that. They have positioned themselves in the mind of the consumer as trustworthy brands, with company leadership and employees inspired by a common social purpose. Mr. Kringle was successful, albeit unintentionally, because he was empathetic and had a genuine purpose - a purpose which provided Macy’s with a strong differentiated marketing strategy – let’s serve the public first! To achieve this, nothing works better than a small dose of common sense as recommended by self-help master Dale Carnegie in his book How to Win Friends and Influence People. Carnegie suggests six ways to make people like you: • Become genuinely interested in other people. • Smile. • Remember that a person’s name is, to that person, the sweetest and most important sound in any language.
• Be a good listener. Encourage others to talk about themselves. • Talk in terms of the other person’s interest. • Make the other person feel important – and do it sincerely. All the time and money spent in marketing your business will be of no significance if you and your employees do not handle your customer needs correctly and with passion. Remember that today’s marketing battle can be easily lost in the virtual world of the Internet and social media vehicles. It takes seconds to post a bad review and months to accumulate a significant amount of likes, followers or connections.
Attracting Customers
The key to successful holiday marketing is to focus on a few carefully executed strategies to minimize the investment and maximize the results. Your marketing campaign is not a seasonal event. It is part of a continuous effort to attract and retain customers. Partner with shopping center management and non-competing stores to participate in special events to ensure that your name is ingrained in the mind of the prospects. Today’s marketing requires the full integration of a strong Web Page with your brick and mortar operation to allow customers to learn more about your store and/or shop online. Your social media efforts must be fully integrated with your Web Page. Integrate your virtual marketing efforts with traditional vehicles like the radio, local publications and newspapers to advertise special promotions simultaneously.
Great Customer Service During the Holidays by Tony Lagos
T
hat time of year has come where we will be a bit more anxious when it comes to shopping for the right gift. Amid the hustle, how does customer service and guest care become the main focus of an organization. Those companies that get to know the trends of the consumer no longer have the upper hand– it’s those companies that get to know the desires and tastes of their customer base that really get to enhance personalized service. Many organizations today have sophisticated point-of-sales program capabilities that allow them to understand, look back at history and in some cases predict a consumer’s future purchases. With the right training and awareness programs this helps to build a culture of “customer centric” or “choice based” environments. Small businesses today can apply some of the same opportunities to enhance their guest, patient, student or consumer focus. Online or inperson, a purchase is all about a personal choice and selection over a set of competitors. We expect service to be at its best but how much does that have to do with the customer? As companies work to gain, and maybe even 20 | Visión
Hispanic Chamber of Commerce of Metro Orlando
restore consumer trust and build better relationships with customers, they must think and communicate differently. Understanding what a customer needs and wants, as well as any concerns they have is the first step in customer service. Customer service is about expectations. And the expectations that customers have today were shaped by their previous experiences. When do you hear people bring up customer service? Unless they are asked about it specifically, they talk about it only when the service either exceeds expectations or does not meet expectations. If service meets expectations, it’s doing what’s expected and won’t receive any praise or criticism. The great differentiator comes when businesses need to meet or exceed these customer expectations. Great customer service and poor customer service are the two extremes that get talked about. Good customer service doesn’t. Service is praised or criticized because of expectations. What can your company and its employees focus on? Studies tell us that ease of experience is preferred “make it easy for me to…”, review my selections, make a return, ship to a friend, share with my social
Establish a customer database and loyalty program to market special promotions and increase traffic all year long. Other best practices include, offer price matching with similar size stores; establish a free gift wrapping service; offer promotions to entice customers to buy the product now by offering instant discounts or free immediate shipping to their home; participate in charitable events all year long. In addition, invite customers to a one-on-one special day to review your merchandise and allow them to order unique items in advance; partner with local media to provide special advice on your area of expertise or provide free products or services; make sure your customers can return items bought online to the store; develop a mobile app to allow customers to browse at any time and follow up with unique promotions via text, Facebook, etc.; establish a referral/reward program to trigger more sales; clothing stores will benefit by making sure your fitting rooms are clean, organized, and staffed with your best people. An enjoyable fitting room experience nearly always turns into a purchase. Your strategy must be driven by your understanding of your customers’ needs and the commonalities between you and them. Differentiation is the key to a successful marketing campaign. People do business with people whom they like and respect. Focus on improving the selection and delivery of your products and/or services on a regular basis and you will develop a loyal clientele and create goodwill. Just like Santa! By adopting some of the practices shared here, this holiday season may be your best one yet!
media contacts to promote what I have purchased. Today’s consumer is not the same one from 30 or even 15 years ago, they come “armed with an arsenal” and that arsenal is usually their network. When people buy, they usually come to an experience ready to share, forward or post in some way. Capturing the guest or consumer loyalty usually turns into capturing a preferred consumer that shares what brands and experiences they love. The quick read, “Raving Fans,” talks about winning people over and making them fans. This idea seems elementary but it was the precursor to today’s “likes” and “fan of” for Facebook. It’s about capturing a raving fan long-term so that your organization has won a personal conquest in the branding war. That one consumer brings with them other fans in their network that has brand loyalty. How do you win them? The service, the environment, the overall experience, keeping them in “the know” is key to the equation. Establishing relationships happens in many different ways. Consumers are now more sophisticated and want to know when something will go on sale, where the deals will be and how the
company will continue to reward me for sharing the insights that the company has given. All these elements are critical to the set up and follow up of the consumer’s experience. This happens by establishing a team of people that identify with the consumer; really caring that they too have a choice and the choice they have made it to spend with them. Companies like Disney, Universal, Florida Hospital, Orlando Health, Coca Cola, Pepsi, Wal-Mart, Target, Home Depot and Lowes all know that their consumers have a choice. How these companies choose to respond, prepare, entice and train is centered on consumer loyalty and tracking success of both teams and consumers that create a culture where up-selling is the foundation for success. For example, Amazon.com is known for recommending new books, products or what other consumers may have purchased based on your purchase history, ultimately nudging consumers to spend more. So, how do we successfully attain quality customer service? By continually gathering, analyzing, and acting on customer feedback businesses can deliver a more personal and targeted customer experience while increasing customer loyalty. Hispanic Chamber of Commerce of Metro Orlando
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Technology
Shop Smart!
by Carlos Carbonell, Echo Interaction Group This Holiday Season: Shop Smart or Promote your Business via Mobile Devices and Social Media
By
now, you browse and experience brands via your mobile device. This holiday season, transition your experience and take advantage of ease of shopping. If you are a business owner, in a sales or marketing role, know this: more mobile device users access e-commerce sites or apps than a desktop users. As an Android user, you can take advantage of the Google Wallet feature. With it, you can add charge card numbers for easy usage across the web and mobile apps (which are always hidden and not shared with anyone, even merchants). This helps you shop and make purchases with your phone without having to create accounts, set and memorize passwords for each app or web site. Security shouldn’t be an issue, as the Google Wallet Purchase Protection comes with fraud monitoring. Amazon also has a robust mobile application for mobile devices and you can create multiple wish lists, add gift wrapping and ship items for free with no tax (in Florida). Facebook’s newly revamped Gifts platform helps you with the shopping process by suggesting what to purchase a friend. Just type a Facebook friend’s name in the Gifts page and see recommendations based on their likes and check-ins. New Gifts specific landing pages allow you to buy gift codes that can be instantly redeemed on various sites or apps. You can also load up another user’s Facebook Gift card with credit they can use at brick-and-mortar locations.
How to Promote Your Business More than a quarter of mobile shoppers make purchases more frequently using their devices rather than PCs. To target them, some options to consider can be optimizing your site for mobile devices via responsive design (which means your site conforms to different device size and type automatically), mobile sites (which deliver a different amended version of your site when accessed on a phone), mobile ads (on other apps or sites) or you can create your own app. Just keep in mind, not having an optimized site or app, in essence turns away a third of your potential business. Google Places, Yelp, and Foursquare all are easy-to-use social platforms offer a free suite of tools including ways to provide coupons and deals. Facebook is also a relatively inexpensive way to drive targeted traffic to your site and ‘likes’ to your page as part of your branding campaign. For more direct sales, try Facebook Gifts. Businesses can now share a direct link to where users can buy Facebook Gifts from them. Combined with Sponsored Posts, you can drive Facebook Gifts sales through your own Facebook business page. Twitter will be a publicly traded company by 2014 and with a much more robust advertising platform than facebook, it is worth paying attention to as a marketer. Twitter offers targeted advertising based on keywords tweeted by a user, so it’s perfect for niche marketers.
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Hispanic Chamber of Commerce of Metro Orlando
Irastorza’s Bookshelf
Book Review:
WHO MOVED
MY CHEESE?
by Rafael Irastorza, Power Grid Engineering LLC
Published in 1998, “Who Moved My Cheese?” is a motivational and self-development book written by Spencer Johnson. With more than 26 million copies sold in 37 languages, this best-seller is a quick read that describes change in one’s work and life.
T
he book is written as a fable about two mice whose most important resource is cheese. As their cheese unexpectedly disappears, they are forced to look for more. However, in order to find more of this precious and necessary dairy treasure, they are forced to change their habits, mindset and lifestyle. Otherwise, they will not survive. I’ll leave you to discover how our rodent friends’ journey ends should you choose to read the book for yourself. Rather, my review will focus on sharing with you its fundamental message: the meaning of change for each of us and the importance of embracing it. For some people, change is part of their mindset. They embrace new ideas and constantly look for new ways of doing things. These people exhibit what the book calls “low uncertainty avoidance.” For others, change is difficult. They fear change and prefer to maintain the status quo. These people exhibit what the book calls “high uncertainty avoidance.” At some point in our lives, we all feel the need to make changes. Maybe we feel the need to start saving a portion of our income, go back to school and complete a college degree, or change jobs. These decisions are easy for some and difficult for others, but we are all faced with them. Many of us recognize the need for change. However, we refuse to embrace it. Why? According to Johnson, this happens because change, by definition, involves adopting new behaviors and, thus, requires us to leave our comfort zones. In addition, it may involve
engaging in new activities we consider risky because we associate them with failure. Who enjoys failure? Hint: no one. Furthermore, we may conclude that new habits or activities require that we exercise a significant amount of effort, which is something we are probably not used to, especially if we exhibit “high uncertainty avoidance.” We start to ask questions like “what if change does not work?” “What if I fail?” We then conclude that change involves a lot of work, uncertainty and, especially, the risk of failure. This mindset then almost inevitably leads us to simply avoid change. In contrast, if we have a clear vision of what we want to accomplish or change (e.g. becoming a great public speaker, entrepreneur or better spouse), and that vision is supported with action, faith and enthusiasm, we will then be closer to achieving our intended goals. Asking ourselves the question “what would I do if I were not afraid?” helps us realize that we would accomplish great things if fear were not a factor. Thoughts of fear have an adverse impact on our emotions. Moreover, they often control our minds and sabotage our efforts to change. Sometimes fear prevents us from moving forward and acting upon what we consider is good for us. Johnson urges us to stop worrying so much and focus on execution instead. He wants us to work on developing a clear vision of what we intend to change, backed up by action, faith and enthusiasm. This combination is a driving force that will allow us to overcome obstacles and help us change. I have found this book to be extremely useful for people that want to change, even for those that want to make a 180 degree turn in their lives. “Who Moved My Cheese” is a source of inspiration and motivation. I highly recommend it since it can actually help you change your life…really!
“Life moves on and so should we” ― Spencer Johnson, Who Moved My Cheese
Hispanic Chamber of Commerce of Metro Orlando
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When you need answers about health care, we’re here for you. Sometimes life can take an unexpected turn. Count on Florida Blue to help you find your way with a health plan option that fits your needs and budget.
Orlando area Winter Park Florida’s Blue Cross and Blue Shield Plan Florida’s Blue Cross and Blue Shield Plan floridabluecenters.com
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434 N. Orlando Avenue • Winter Park, FL 32789 Located in Winter Park Village Monday – Saturday 10 a.m. – 8 p.m.* No appointments necessary. 1-877-FL-BLUE-0 (1-877-352-5830) TTY 711
*As of October 1st, Florida Blue Centers will be extending hours of operation to 9am – 8pm, Monday – Saturday. As of October 15th, Florida Blue Centers will be open on Sundays from 12pm – 5pm through December 1st. 24 | Visión Chamber of Commerce of Metro Orlando Florida Blue Hispanic is an Independent Licensee of the Blue Cross and Blue Shield Association.
78252-0713
Sales Personality Rush
No Urgency? Keep waiting for the sale! by Millo Aldea - The Sales Personality
What do your prospective customers lose by not buying from you today? Have you ever asked yourself that question? Because that is where the urgency lies. And where there is no urgency, there is no need to purchase soon. If your customers do not win more from buying today, and they lose nothing from waiting a couple of more days, those days turn into weeks and the weeks turn into months. There has to be something in your value proposition and inside your close that clearly showcases how your prospective customer wins more from buying today and how much more they lose by waiting and stalling for a better time, circumstance, and or any other objection. Are all of your prospective customers going to buy from you today? No! However, it is up to you to showcase the benefits of purchasing now, or committing to purchase now. If you do, you will earn sales more often than not. You have probably heard that you need to create urgency all the time, but you don’t have a great way of doing so. Sometimes, you have nothing better to say other than, “This is an Apple moment” to create urgency. I don’t know if you’ve notice yet, but that statement is overused. There are so many delay tactics and excuses you buy into when people tell you they cannot buy today. Whether they need to think about it, talk to their boss, their wife, their boyfriend, the time is not right, etc. Many of their objections are real, and not everyone will buy, but some of the objections are not real. And allow me to tell you what you already know... Most of the time, what your prospects tell you in order to avoid a sale, is usually a bent version of the truth. Meaning, part of it is correct, but not to the extent that they express it. If you buy into everyone’s objections, you are not valuing your product or service enough for your prospects to move on the decision of buying today. In my world, we would say that you are always waiting for “lay-downs”, or sales that do not require work. You have to overcome their objections by providing them the vision of winning when purchasing, even when the customer/consumer expresses challenges that stop them. Is it that tomorrow you won’t have inventory or product available for them? Is it that it will be much more expensive if they purchase another day, than if they purchased today? Is it a third-party story? Is it a customer testimonial? Are there graphics that explain it? Is it that others are ready to buy it and you cannot hold it for them? Whatever it is, it needs to be powerful and unavoidable. It needs to
make your prospects realize how much smarter it is to do it NOW. Make it about them, never about the company or about you. If your prospect senses that you are more interested in getting the sale than in helping the prospect solve a problem, or fill a gap, or if the prospect senses that you are misrepresenting information, this will result in a bad experience that your would be customer will share with 10 others about you. Here is an example of how to create urgency in a way to benefit the company and not the customer: Some restaurants do not allow reservations. You have to be on location to be seated. Other times, they make you wait until your whole party has arrived in order to sit you. These are all strategies to earn money in faster fashion and not stall business from producing. Does it have to be like that for you? No! You can be a bit more original and create value by being urgent in a way that helps them first. What is your urgency strategy or your urgency statement? I don’t know if you realize how many more sales you will earn if you have a powerful one. If you have one and it’s not working, then the perception of your prospect is that is not that big of a deal. If you do not have an urgency statement or an urgency strategy, I strongly urge you to start figuring one out right now! Do you know why? Because you are losing sales right this second to people who have one. How is that for urgency?
“There are so many delay tactics and excuses you buy into when people tell you they cannot buy today.” Hispanic Chamber of Commerce of Metro Orlando
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The Main Street Gardener
4th Quarter Success Starts Now
UPDATE
by Jerry Ross, National Entrepreneur Center
T
he 4th quarter of 2013 is here. It is shocking to think that within a few short weeks we will be welcoming in 2014, sounding our noise makers, and watching the ball drop in Times Square… but WAIT! We still have a full three months to sell and build our profits for this year! That is twelve weeks of good selling time, yet many salespeople begin to wind down the year way too early claiming that 4th quarter is always slow. I disagree! Now is the time to kick your sales efforts into high gear, not coast into the holiday season. For the professional salesperson, there is always opportunity in the last few months of the year to close a deal. Companies who have been frugal throughout the year will sometimes find that they have “a little left over” in their budget at the end of the year and may be willing to commit to a product or a service using this year’s funds. Any salesperson would love to hear the words, “I have funds left, and I need to make a decision before the end of the year.” But you won’t hear those words without being pro-active and contacting qualified clients who might have an interest your product or services... even in 4th quarter. Another reason this is a good selling period is that many decision makers reduce travel at year end to be around the office during the holidays. Sure, folks may travel over the long holiday weekends, but they tend to be around the office for the Halloween Party, Thanksgiving pot-luck, and the December holiday parties. Those hard-to-catch decision makers might finally be available during this quarter, so why not give them a call and ask for an appointment? Lastly, I have found that most people tend to be in a good mood at this time of year -- spirits are high and goodwill is in the air. Don’t laugh! Sometimes the timing is right to connect with potential clients, especially if others have given up on the thought of making a sale by New Years Day. Persistence, preparation, and planning will pay off handsomely for those who stay focused throughout the year. However, the time to do your planning, and develop your prospect list for 4th quarter is NOW! Remember, selling is a process, not an event and it is vital to the success of every company. Without sales a company cannot survive, so it is imperative that we use the entire year to implement our sales strategy and finish each year strong. Failing to focus your efforts in the 4th quarter of the year, is like making a chocolate milkshake but not taking a drink, or worse yet, having your competitor slip in their straw at the last minute and drink it for you! Decide now to make this 4th quarter your best …and then go treat yourself to a milkshake!
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Hispanic Chamber of Commerce of Metro Orlando Hispanic Chamber of Commerce of Metro Orlando
September 15th through October 15th is National Hispanic Heritage Month. This is an important time for the Hispanic community as they get to rejoice and showcase their individual culture. Within our membership and community there are many Hispanic countries represented. Together, we unite to enjoy the wonderful contributions Hispanics have made to our great nation. The perfect event to recognize our different culture is at HCCMO’s 5th annual Latin Food and Wine Festival. This two-day event is held at Cranes Roost Park, located in Uptown Altamonte. The festival begins with Savor the Night, an intimate culinary affair on Friday, October 18th. We finish off with a spectacular event at the Grand Tasting on Saturday, October 19th, where local restaurants unite to bring their unique Latin cuisine to our many attendees. We anticipate this year to be better than ever! Find out more information at www.latinfoodandwine.com. Through our programs and events, we aim at providing our members with the opportunity to expand their network and connect with those in the community and internationally. We believe it is imperative to make these connections and to get involved as much as possible. If you have not made it out to any of our programs, make it your New Year’s Resolution to attend as many of our networking opportunities as possible! As I always say, the squeaky wheel gets the grease! As the year comes to an end, we come together to celebrate another successful year. Keep an eye out for information regarding our Member Appreciation day at LEGOLAND® Florida and our Member Holiday Gathering. Don’t forget our end of year signature event, The 16th Annual Don Quijote Awards. This event is scheduled for December 7th, at the Epcot World Showplace Pavilion, co-hosted by both the Hispanic Chamber of Commerce of Metro Orlando and Hispanic Business Initiative Fund. The Don Quijote Awards Gala commemorates the success of those businesses and professionals within the Central Florida community. Read more at www.donquijoteawards.com.
DIANA BOLIVAR
President Hispanic Chamber of Commerce of Metro Orlando
Hispanic Chamber of Commerce of Metro Orlando
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GALLERY
BAH Melendez & Carmona Attorneys and Counselors at Law
Bagels with Dr. Novello
BAH Boy Scouts
BAH Business Connections
B3 Marketing with the Wizard of Oz
BAH Business Connections
BAH Hilton Garden Inn Seaworld
BAH Jewish Family Services of Greater Orlando
Alexandre Law Firm Ribbon Cutting
BAH CG Asian Imports LLC
BAH Orlando City Soccer
BAH Rising Star
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Hispanic Chamber of Commerce of Metro Orlando Hispanic Chamber of Commerce of Metro Orlando
Ribbon Cuttings, Business After Hours & more... July - September 2013
BAH Hilton Garden Inn Seaworld
Driving Sales by Making Rain
FACP Award
Governor Rick Scott Visit
Tax Care Ribbon Cutting
Rivera Chiropractors Ribbon Cutting
U.S. Secretary of Commerce Penny Pritzker
Tommy Hilfiger Ribbon Cutting
Trade Mission to Costa Rica
Wal-Mart Ribbon Cutting
CAC Florida Ribbon Cutting
Driving Sales by Making Rain
Hispanic Chamber of Commerce of Metro Orlando
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FROM WORK TO PLAY
Up in the Air: Your Journey Through the Clouds by Martin Lande
Are you tired of seeing every building in Orlando from the ground? Have you ever wondered what it is like to be up in the air, looking down at the world around you? The city of Orlando offers many activities to enjoy in your free time, including hot air balloon rides. Hot air balloon rides provide an electrifying experience by allowing you to experience the beautiful city of Orlando from the skies. Just imagine yourself floating around, looking at Hogwarts, Cinderella’s Castle, and many more of the sights Orlando offers and all from a unique point of view.
Even if you’re a little nervous about floating around in a hot air balloon, there’s no need to worry. Any fear, or anxiety quickly disappears just moments after takeoff. The balloon becomes part of the wind and glides effortlessly with the speed of the wind. It is actually a very calm and peaceful experience. The panoramic views of the region are spectacular! It is truly an experience like no other; floating above everything and everyone, and gazing down at the city you call home. The city of Orlando offers a number of options for you to go on this adventure. To name a few, Orlando Balloon Rides, located in Kissimmee, has been in business since 1983. Also, Painted
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Horizons, Balloons & Beyond and Magic Sunrise Ballooning fly over the southwest area of Orlando, near Buena Vista, and offer rides over scenic Central Florida in the Orlando, Kissimmee, and Disney World areas. Lastly, with hundreds of takeoff and landing sites in Central Florida, Bob’s Balloon Charters flies over Orange, Osceola, Lake and Polk counties, allowing you to see the wildlife and scenery as it can really only be seen while floating over in a balloon. What can you look forward to from your journey in the skies? Expect to spend your time amongst the clouds, watching from above as the sun rises. Witness the sunset! Wave hello to Mickey Mouse; float over the blue water of our lakes; smell the orange blossoms in bloom; and enjoy all that our beautiful countryside has to offer. What are you waiting for? No more just looking up and seeing balloons in the air and wishing it was you up there; join them! Orlando has many adventures and experiences to offer; be sure to take advantage of this one! Witness the City Beautiful like never before!
The balloon becomes part of the wind and glides effortlessly with the speed of the wind.
Hispanic Chamber of Commerce of Metro Orlando
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Before the flight, the crew lays out the balloon, attaches the burner system to the basket, and attaches the envelope, all in front of your eyes. The envelope is inflated using cold air that runs from a fan, and then the burners take over, heating the air inside, which allows the balloon to rise. Watch in awe as your balloon takes shape before your eyes, ultimately standing more than 10 stories tall! Once the balloon is fully inflated and ready for takeoff, you climb into the gondola, ready to begin the adventure of a lifetime.
Grab a quick snack and a stroll. Enjoy dinner for two or for 20. Mingle over cocktails. See that band you love, live in concert. Catch the latest movie in state-of-the-art glory. Then dance the night away. You can do it all in one night, and you can do it all in one place – Universal CityWalk®, The Entertainment Capital of OrlandoSM.
Fr
ki
ee
Pa r
fl a o ft ri e r da 6 re pm si fo de r n ts
Restrictions apply. Bubba Gump Shrimp Co. TM & © 2013 Par. Pic. Emeril’s ® Emeril Lagasse. Hard Rock Cafe ® Hard Rock Cafe International (USA), Inc. Jimmy Buffett’s ® Margaritaville ® Jimmy Buffett. NASCAR®, NASCAR Sports Grille SM are trademarks of NASCAR, Inc. Pat O’Brien’s, Hurricane Glass logo, Have Fun! and Iron Grill Design ® Pat O’Brien’s Bar, Inc. © 2013 Pat O’Brien’s Bar, Inc. © 2013 AMC. All rights reserved. Hollywood Drive-in Golf and associated logos are trademarks of Adventure Golf Design & Development, Inc. Universal elements and all related indicia TM & © 2013 Universal Studios. © 2013 Universal Orlando. All rights reserved. 257936/0913/AP
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Visit citywalkorlando.com or call guest serVices at 407.224.2691
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Hispanic Chamber of Commerce of Metro Orlando