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ATHENA
POWERLINK PROGRAM
CALL FOR APPLICATIONS Deadline: September 30, 2019
ATHENAPowerLink is an advisory program which guides women business owners, whose companies are poised for growth, in defining and achieving tangible goals by providing them with access to a panel of business advisors. Visit athenaorlando.com/how-to-apply.
Learn more at athenaorlando.com
Leonard Spencer
Senior Manager, Supplier Diversity, The Walt Disney Company Chair, Leadership Orlando Class 98
An important aspect of becoming a strong leader is having the courage, foresight and humility to realize what you don’t know, and take appropriate steps toward acquiring the knowledge and skills necessary to accomplish your professional and personal goals. Leadership Orlando recruits, cultivates and encourages established and emerging leaders from across the seven-county region to better serve Central Florida. Through this one-of-a-kind experiential curriculum, you will explore regional assets, gain insight into the hottest topics from local leaders and connect with more than 80 other like-minded professionals.
Join in the journey and enroll today! Limited Spaces | Deadline to enroll is Friday, August 16, 2019. Contact Danielle Permenter at 407.835.2444 or visit LeadershipOrlando.org to reserve your space! About the Orlando Economic Partnership The Orlando Economic Partnership (the Partnership) is a public-private, not-for-profit economic and community development organization that works to advance broad-based prosperity by strengthening Orlando’s economy, amplifying Orlando’s story, championing regional priorities, empowering community leaders and building a brilliant region. These five foundational objectives serve to improve the region’s competitiveness while responding to the needs of communities, residents and businesses.
2019 SUBMIT YOUR NOMINATION NOW! http://bit.ly/2019BLOY Nominations close Aug 30th
i4 BUSINESS invites you to celebrate your company’s success or that of your clients by submitting your nomination for the 2019 Business Leaders of the Year Awards.
Each year we recognize and honor business leaders in the Central Florida area who are making a positive impact in the region or have achieved superior growth in their company or organization over the past three years.
i4Biz.com
i4 Business Advisory Board WE’D LIKE TO THANK OUR ADVISORY BOARD MEMBERS FOR KEEPING THEIR FINGERS ON THE PULSE OF OUR COMMUNITY AND HELPING US BRING YOU THE BEST STORIES FROM AROUND CENTRAL FLORIDA.
Thank You
Judi Awsumb, Awsumb Enterprises
This Month's Featured Advisory Board Members Jim Bowie Jim Bowie is the manager of the University of Central Florida Business Incubator in Kissimmee/Osceola County. He formerly served as the interim manager of the UCF Life Sciences Incubator, getting it open in Lake Nona. His incubator client companies have created more than 400 jobs in the past eight years. Bowie has more than 14 years of coaching experience including running the Columbus Regional Technology Incubator in Columbus, Georgia. As an adjunct professor with the University System of Georgia, his specialty areas included sales, management and professional persuasive communications.
Jim Bowie, University of Central Florida Business Incubator Program Jackie Brito, Crummer Graduate School of Business, Rollins College Elaine Brouca, Consulate General of Canada Office in Miami Cari Coats, Accendo Leadership Advisory Group Andrew Cole, East Orlando Chamber of Commerce John Davis, Orlando Regional Chamber Laura Dorsey, Florida Black Chamber and National Cultural Heritage Society Stina D'Uva, West Orange Chamber of Commerce Carol Ann Dykes Logue, University of Central Florida Business Incubator Program Harry Ellis, NextHorizon Susan Fernandez, Mitsubishi Hitachi Power Systems Lena Graham-Morris, HORUS Construction
Cari Coats The former executive-in-residence for entrepreneurship at Rollins College, Cari Coats now serves as an adjunct professor focused on leadership. She is the co-founder and managing partner of Accendo Leadership Advisory Group, a leadership development company, and is a member of the Forbes Coaches Council. Coats is an advocate for entrepreneurs across Central Florida and has held numerous board positions in entrepreneur-focused organizations including Orlando Inc., ATHENAPowerLink and weVENTURE Orlando. Coats formerly served as chief operating officer at CNL Financial Group and executive vice president of the Orlando Magic NBA franchise.
Mark Allen Hayes, Stockworth Realty Group Gwen Hewitt, United Negro College Fund Karen Keene, ATHENA Orlando Women's Leadership and Dean Mead Attorneys at Law Shelley Lauten, Central Florida Commission on Homelessness Lisa Lochridge, Florida Fruit and Vegetable Association Catherine Losey, Losey PLLC law firm Laureen Martinez, Orlando Economic Partnership Hope Edwards Newsome, Triloma Financial Group Rob Panepinto, Florentine Strategies Romaine Seguin, UPS Global Freight Forwarding Mary Shanklin, Fifth Estate Media Marni Spence, CLA (CliftonLarsonAllen)
Mary Shanklin Reco g nizing the disr upt ion in newspapers, veteran journalist Mary Shanklin retooled with a master’s degree in publishing from George Washington University and launched Fifth Estate Media publishing company in 2015. Her group works with authors to deliver hardcover, softcover and e-books. Mary brings to the table experience covering business, politics and education for newspapers including the Orlando Sentinel, where she was part of the Pulitzer Prize finalist team for coverage of the Pulse tragedy. Last year she cycled cross-country to raise funds for the Adult Literacy League and now serves on its board of directors.
Robert Utsey, Coastal Construction i4Biz.com | AUGUST 2019 | 5
AUGUST 2019
Features
17
The Orlando Difference
22
New and Upcoming
24
Travel Hub
26
The Growth of Gatorland
Special Section: Shelter Mortgage
Marketing the Most Visited Destination in the USA
A Pictorial View of Some of the Latest Attractions
Trains to Join Planes at Orlando International Airport
Preserving Florida’s Natural History by Looking Toward the Future
Orange County Technical College
Social Entrepreneur: Dress for Success
ON THE COVER
Up Close with Adrian Jones
AUGUST 2019
$4.95
®
George Aguel of Visit Orlando
PHOTOGRAPHY BY Julie Fletcher THE
Preserving History WITH GATORLAND
ORLANDO
DIFFERENCE
TRAINS TO JOIN PLANES at Orlando International
6 | AUGUST 2019 | i4Biz.com
Marketing the USA’s Most Visited Destination
[ FUN FACT ] Did you know ... Orlando had 75 million visitors in 2018.
®
AUGUST 2019
Promoting the Spirit of Entrepreneurship
EDITORIAL
SPECIAL SECTION
Orange Technical College
Shelter Mortgage
34
30
Q&A with Dr. Michael Armbruster
36
CEO Leadership Forums Teaming Up with Valencia College for the Next Generation of Leaders
BEST PRACTICES
Scaling the Mortgage Mountain
DEPARTMENTS
11
Publisher’s Perspective
13
GUEST EXPERT COLUMNS
46
From the Editor
Leadership Skills Go a Long Way on Any Playing Field Romaine Seguin | UPS International
48
Defining Your Organization's Brand in 6 Questions Cherise Czaban | i4 Business
14
Business Briefs
28
Take 5 with Visit Orlando Inside Orlando's Record Visitation Streak
50
How to Prepare Your Business for the Next Hurricane Daniel Cohen-Dumani | Withum Digital
52
5 Tips for Building Deeper Relationships Alyse Quinn | Big.Vision
54
Social Entrepreneur Dress for Success Building a Strong Community, One Suit at a Time
58
Downtime
SPOTLIGHTS
Unique Experiences for Your Day Off
38
Karen Keene | Girl Scouts of Citrus Women of Distinction
39
Kim Pearson | ATHENAPowerLink
40
60
Business Seens
64
Watercooler
Al Forbes | RUSH Construction Inc.
41
Tom O’Neal | CEO Nexus Cup Winner
42
Up Close | With Adrian Jones
8 | AUGUST 2019 | i4Biz.com
[ FUN FACT ] Orange County collected $280 million in tourist development tax in 2018.
®
CEO | PUBLISHER Cherise Czaban
Promoting the Spirit of Entrepreneurship
EDITOR-IN-CHIEF Diane Sears DIRECTOR OF ENCOURAGEMENT Donna Duda COMMUNICATIONS MANAGER Meaghan Branham PHOTOGRAPHY DIRECTOR Julie Fletcher ART DIRECTOR Tanya Mutton Sidekick Creations COPY EDITOR Susan Howard, APR CONTRIBUTORS Writers: Meaghan Branham, Daniel Cohen-Dumani, Cherise Czaban, Alyse Quinn, Diane Sears, Lauren Sedam, Romaine Seguin ADVERTISING Cherise Czaban - 321.848.3530
SPECIAL SECTION
YOUNG PROFESSIONALS The invaluable marketing tool will spotlight many of the top Young Professionals in Central Florida through comprehensive full-gloss color profiles in our print and digital editions. The spotlight will also be published online at i4biz.com and promoted through our social media channels, in addition to our Special Edition YP newsletter.
Daniel Haddad
YOUNG PROFE
SSIONALS
Manager of Power Plan t Engineering
Orlando Utilities
yp
Commission
"
Creating an atmosphere whe re my team has the ability to succ eed is my favorite part of what I do.
i4 Business is a participating member of:
— Daniel Hadd
ad
Setting an Example
Long before Danie l Haddad began his engin This stayed with eering career, him, and he was learning the while earning ins and outs a mechanical of the industry engineering degre from his father e at the , who worked at University of the Orlando Central Florid Utilities Comm a, Hadd ad became an ission (OUC – OUC coThe Reliable One) op student, a throu role ghout that led Haddad’s childh to a position as ood. a full-time seized opportuniti “He always engineer upon es to teach his graduation. me about ‘how things work’ in all areas of life, “Every role I’ve but held has in terms of engin especially prepared me in some way eering and problem solvin for my curren g,” said Haddad. t one,” he said. “There are oppor tunities to Those learning grow your abiliti opportunities es in every role, led to an intere and taking those st in the field opportunities of engineering will prepare you , and in OUC for something as an employer. else someday “[My father] that you will often spoke about never be able to predict.” fortunate he was how to work for a company that That “something valued his commitment out to be his curren else” turned to his family above t position his job,” recall as manager of ed Haddad. power engineering, where plant he leads his
team through empowerment. “I want them to be their absolu te best, and it’s my job to provide them with the opportunity to do that,” Hadd ad said. Now, in his 11th year at OUC, and with three children of his own, he works to keep the company movin g forward, all while upholding the same respe ct for employees and their famili es that his father valued so much . “We are alway s striving to improve and adapt to changing times, but we remain steadf ast in the sense that employees are valued over the bottom line,” said Haddad. “I don’t see that changing anytim e soon.” ◆ i4Biz.com | OCTO
BER 2018 | 33
COMING September 2019! i4Biz.com Tel: 407.730.2961 i4Biz.com | AUGUST 2019 | 9
®
Promoting the Spirit of Entrepreneurship
SPOTLIGHTING FINANCIAL PROFESSIONALS The November 2019 edition will include a special marketing section spotlighting the achievements and offerings of financial professionals throughout the Orlando region.
SUBSCRIBE Visit i4biz.com or send $24.95 for a one-year (12 issues) or $39.95 for a two-year (24 issues) subscription to: i4 Business, 121 S. Orange Avenue, Suite 1500, Orlando, FL 32801. Please include name, mailing address, city, state, ZIP code, phone number and email. Please allow 4-6 weeks for subscription to start.
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This invaluable marketing tool will spotlight many of the top financial professionals in Central Florida through comprehensive full-gloss color profiles in our print and digital editions. The spotlight will also be published online at i4biz.com and promoted through our social media channels, in addition to our Special Edition FP newsletter.
| FINANCIAL
ALS
Trisha Delatte TITLE: VP Treasur y Sales Manage r COMPANY: Axiom Bank YEARS IN AREA:
7
YEARS IN INDUST RY: 24 WEBSITE: www.Ax iomBan
T
king.com
risha started at Axiom Bank in May 2016, responsibilities where her primary are growing and deposit relations maintaining commer hips. She has deposit cial tailored to the relationship experien individual needs ce of the business clients. This includes deposito commercial and small to electronic treasury ry accounts in addition services. She began career as a teller her 24-year banking at a small bank on the Naval Air Pensacola, FL. Since then, she Station in has held several increasing responsi positions with bility at various banks and credit The best advice she ever received unions. — you can be you want to be whomever — has influenc ed her entire professio Because her top priority is to be nal life. a difference maker, pride in demonst she takes rating a positive spirit and helping achieve their goals. people ◆
42]NOVEMBER
i4biz.com Tel: 407.730.2961 10 | AUGUST 2019 | i4Biz.com
PROFESSION
2017 i4Biz.com
The contents of i4 Business magazine, i4biz.com and any other media extensions related to the brand, including advertisements, articles, graphics, websites, web postings and all other information (“contents”) published, are for informational purposes only. i4 Business® and all other affiliated brands do not necessarily endorse, verify, or agree with the contents contained in i4 Business. i4 Business makes no warranties or representations, express or implied, as to the accuracy or completeness, timeliness, or usefulness of any information contained or referenced. i4 Business shall not be held liable for any errors or omissions. © 2019. All rights reserved. Any reproduction, in whole or in part, is prohibited without written permission from the publisher.
Publisher's Perspective
TOURISM’S ROLE IN OUR HISTORY AND FUTURE “If you can dream it, you can do it.” — Walt Disney
W
alt Disney World’s Magic Kingdom will be celebrating 50 years in Central Florida in 2021. SeaWorld Orlando opened just two short years after that first Disney park, and some said that made Central Florida a multi-park destination. But there were others on the scene before them. Cypress Gardens was widely known as Florida’s first theme park and opened in 1936. Merlin Entertainments Group purchased the site and opened LEGOLAND Florida there in 2011, keeping the famous botanical gardens as part of the new park. In 1949, Owen Godwin Sr. founded the Florida Wildlife Institute, which has since grown into the theme park and wildlife preserve known as Gatorland. Universal Studios Florida opened in 1990, and many other attractions have opened here since.
Other articles highlight the history of Gatorland and the future of Orlando International Airport. I hope you enjoy the stories in this issue about people who are positively impacting the region. Also, look for some fun and interesting facts about travel and tourism in the footer of many of the pages in this issue. To your success!
CEO and Publisher
But there’s so much more bringing travelers to Central Florida than our amazing attractions, which you’ll read about in this month’s issue: In our cover story, you’ll learn more about the collaborative strategy behind the efforts that helped us surpass 75 million visitors in 2018 and some of the things that differentiate Orlando from other destinations in the country. You’ll learn more about Adrian Jones in our Up Close. He was an integral part in the opening of LEGOLAND and currently is the divisional director of Midway North America for Merlin Entertainments Group.
Favorite quotes from this issue “Many individuals who lead businesses in our community were at one time part of the tourism industry. They were working at theme parks, hotels and restaurants. They understand the value of hospitality and have developed a service mentality.”
“When we are presenting to an airline to look at service to Orlando, we present the whole picture of what the community is all about. Most of the airlines are aware of the tourism opportunities in Central Florida. What they’re not aware of is the business side — the conventions, and the students at University of Central Florida, and all the international students who come to this area.”
“Owen loved telling stories. He had a huge personality. And he was an entrepreneur at heart, always coming up with new ideas to make a buck and keep him busy.”
— George Aguel, Page 21
— Vicki Jaramillo, Page 25
— Mark McHugh, Page 26
[ FUN FACT ] Visitors generate more than half of all sales tax collections in Orange County.
i4Biz.com | AUGUST 2019 | 11
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From the Editor
Come for the Theme Parks and Stay for the Sports
A
t the 2019 Espy Awards recognizing this year’s crop of leaders in sports, women’s soccer forward Alex Morgan held up the trophy she had just won for Best Female Athlete and said, “Sorry, but this is probably the second-best trophy we won this week.”
“In a FIFA Women’s World Cup™ year, it is clear that the passion and excitement around the women’s game is growing — as is the interest from fans and media alike. Those at the very top of their profession, perhaps even more so than in the men’s game, transcend their sport and inspire youngsters across the world.”
The U.S. Women’s National Soccer Team had made its way to Los Angeles for the awards show after winning its second consecutive FIFA Women’s World Cup and fourth overall during the tournament in Lyon, France, and stopping in New York City for a ticker-tape parade to celebrate. The group won the 2019 Espy for Best Team.
The Pride’s roster includes Brazilian forward Marta, who was named The Best FIFA Women’s Player in 2018 and has scored more goals in World Cup games than any other player, male or female. One of my favorite memories from the Women’s World Cup this year came during the game between Brazil and France, which went into extra time. A TV commentator was saying how exciting the game had been, “and we have Marta in red lipstick!” Marta wore bright red on her lips to make a statement about her competitiveness and the need to figuratively leave blood on the pitch to win. Although Brazil lost to France 2-1, Marta set the record with her 17th goal in that game. This is the stuff legends are made of.
People all over the world had claimed this team as its own and Morgan as one of their favorites. But the reality is that each player has a home pitch, and Central Florida is lucky to claim nine World Cup players as members of the Orlando Pride major league soccer team. Why do I bring this up in this month’s issue, which has a theme of tourism? Because tourists go to Los Angeles to see their favorite movie stars, and they travel to New York to see their favorite stage actors. I contend that Orlando is becoming known as a place where tourists can see some of their favorite athletes. Look at all the golf greats who have lived here, including Arnold Palmer, Annika Sorenstam and Tiger Woods. Shaquille O’Neal started his superstardom here with the Orlando Magic. And now we have women’s soccer players who have won hearts. I watched at the edge of my seat as Shane Lowry won The Open men’s golf championship July 22 at Royal Portrush Golf Club in Northern Ireland. Some have suggested a statue will be installed in his honor in his village of Clara in the Republic of Ireland. This is how tourist attractions are formed. People might not go to Ireland just to visit Clara, but they will make it a stop on their tour. So, what will the results of Women’s World Cup Soccer mean for Orlando? My prediction is that kids from all over the world who come to the theme parks with their parents will want to see their favorite players on their home turf. I found this statement on a website for The Best FIFA Football Awards, which will be held in Milan in September:
The Orlando Pride includes three players from the U.S. World Cup team: Morgan, who plays forward, defender Ali Krieger, and goalkeeper Ashlyn Harris, who serves as the Pride’s team captain. It also includes Brazilian defender Camila Martins Pereira; Australians Alanna Kennedy, a defender, and Emily van Egmond, a midfielder; Canadian defender Shelina Zadorsky; and forward Claire Emslie, a new Pride team member from Scotland. They are all ambassadors for Orlando. People are increasingly coming to Central Florida not only for traditional tourism experiences but also for sports, including golf tournaments, college football and basketball tournaments, professional all-star games, youth competitions and hopefully Men’s World Cup Soccer in 2026. And we are here to welcome them. Have a great month!
Editor-in-Chief
[ FUN FACT ] Orlando hosted 68.5M domestic and 6.5M international visitors in 2018.
i4Biz.com | AUGUST 2019 | 13
Business Briefs
Sanford Airport to Receive $4.5 Million for Upgrades The Sanford-Orlando International Airport will receive about $4.5 million from the Federal Aviation Administration to upgrade its facilities. The funds, announced in late June, will help the facility improve lighting equipment along its taxiways, expand flight capacity with an additional tarmac, and add guidance signs to increase airfield safety. “I’m pleased to announce this federal investment at Orlando Sanford International Airport, which will boost tourism and economic development in the region,” U.S. Rep. Stephanie Murphy, D-Winter Park, said in a press release. “A world-class destination needs a world-class infrastructure, and I’ll keep fighting for investments like this that facilitate Central Florida’s growth, bring in more industry, and create
more and better-paying jobs for Seminole County.” Murphy has announced almost $15 million in federal investments at the airport in recent years. Last year the federal government invested $4.2 million to improve operations, expand capacity and enhance the passenger experience, as well as $1 million to improve the airport’s master plan. In 2017, Murphy helped secure $5.6 million for widening a main taxiway as part of a major expansion project scheduled for completion in 2020 that will include four new gates. The airport has nearly doubled its passenger count in recent years, from almost 1.58 million in 2011 to more than 3 million in 2018. The airport employs more than 23,000 people and has a regional impact of more than $2.6 billion a year.
2 New Del Webb Adult Communities Coming to Lake Nona,Winter Garden Community developer PulteGroup, one of the largest home construction companies in the U.S., has purchased land in Lake Nona and Winter Garden to build two 55-plus communities under its signature Del Webb brand. Both will open in 2020 and offer resort-style living that promotes being physically and socially active. The property in Lake Nona, Del Webb Sunbridge, will contain more than 1,370 single-family and villa homes, a 27,000-square-foot clubhouse and amenities including an indoor/outdoor bar and grille, a fitness center, an aerobic exercise studio, a ballroom, wet and dry craft
Business 14 | AUGUST 2019 | i4Biz.com
rooms, a terrace with a fire pit, a zero-entry pool, sports courts and an events amphitheater. The Winter Garden development, Del Web Oasis will have more than 400 single-family homes and villas with an old Florida charm. It will be located near shopping, dining and entertainment options including Disney Springs and Margaritaville Resort Orlando, and it will include a 14,000-square-foot clubhouse with a fitness center, multipurpose craft/ card rooms, an indoor/outdoor bar and tavern that overlooks theme park fireworks, sports courts, a walking trail and a zero-entry pool with spa.
Innovation
Education
[ FUN FACT ] With 449,000 jobs, tourism is the No. 1 employer in Orlando ...
Port Canaveral to Buy Marine Firefighting Vessel ensure the safety and security of our port.” Murray thanked the Brevard legislative delegation, including state Sen. Debbie Mayfield, R-Melbourne, and state Rep. Rene Plasencia, R-Orlando, for shepherding the project through. The 65-foot fireboat will be custom designed and built to specifications with an estimated cost of $4.6 million, according to a press release. As Port Canaveral expands its cruise offerings and continues to support an increase in aerospace activity at Kennedy Space Center, the state has announced $1.5 million in funding for the Canaveral Port Authority to purchase a specialized vessel for use in marine firefighting. The fireboat will be built to offer enhanced capabilities in fire protection and response time.
“Port Canaveral has grown tremendously over the last few years, and we’re getting ready to homeport North America’s first LNG-powered cruise ship next year,” said Port Director and CEO Capt. John Murray, referring to liquified natural gas, the state-of-the-art power for modern cruise vessels. “This fireboat will greatly enhance the core capabilities of our first responders to
“Port Canaveral is a nationally and regionally significant port, the second-busiest cruise port in the world, and the critical maritime nexus for the U.S. commercial space program,” Mayfield said. “This will be the only fully equipped fireboat operating in the Central Florida region, and will be available for mutual and automatic aid to surrounding cities or towns in Brevard County.”
$7.5 Million NASA Grant Helps UCF Stay Involved in Space Program NASA has awarded $7.5 million to the Center for Lunar and Asteroid Surface Sciences (CLASS) to fund the next phase of growth for an international collaboration led by the University of Central Florida. The center links the best ideas from the commercial space sector with the world’s best science experts to expand the human race’s ability to explore space, according to a press release.
Launched in 2013 with an initial $6 million NASA grant, the center spent its first five years building its infrastructure, research portfolio and relationships. It has focused on the big picture while UCF has become more involved in the space program with NASA and commercial aerospace companies. Although it resides in the UCF physics department, affiliate members are located in universities and institutions all over the world.
“This win goes a long way to ensure UCF leadership in space science for the Space Coast,” said Professor Dan Britt, the center’s director, who is a UCF physicist and extraterrestrial geologist. The center intends to expand its focus to bring in more collaborators in addition to the companies that are already partners. It will also expand its educational outreach.
WANT TO SHARE YOUR NEWS? Do you have some news you’d like us to share with the community? Please be aware that we work two to three months in advance of our publication date. Submit press releases and announcements to press@i4biz.com.
Tourism ... which equates to 41% of the region’s workforce.
Growth
Inspiration i4Biz.com | AUGUST 2019 | 15
ON THE
RISE ®
iNNOVATORS | iNFLUENCERS | iNDUSTRY LEADERS
Do you have or are you a rising influencer or innovator? i4 Business is looking to share the stories of individuals making an impact, including: •
Recent Promotions
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Leadership Appointments
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Milestones and Anniversaries
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ON THE
RISE
iNNOVATORS | iNFLUENCERS | iNDUSTRY LEADERS
GEORGE TATE III Akerman LLP, aJennie top 100 U.S. law Brown is firm clients flutistserving and artistic across theofAmericas, director Picosa expanded its litigation bench in Orlando and recording artist with Construction Law Florida Bar with Innova Recordings. Her album Certified Attorney George “Trey” ofTate the music ofisJoseph III. Tate skilledSchwantner in complex was released inlitigation 2015. She teaches at construction and spearheaded Elmhurst and Wheaton Colleges and the multiparty project agreements tois begin construction of Medical at director and faculty member ofCity Credo Lake DMA/MM/PC Nona. Flute. Eastman, BM
Northwestern, HS Interlochen Arts Acad. JennieBrownFlute.com
JONATHAN PIERCE AIRUSH Pulte Group’s North Florida division Jennie Brown isthat has announced Jonathan flutist andPierce artistic has been named vice president of director of Picosa construction. In this role, Pierce andnew recording artist willInnova be responsible for overseeing with Recordings. Her album including of construction the music of operations, Joseph Schwantner construction, customer care and was released in 2015. She teaches at support teams for the North Florida Elmhurst Colleges and is division.and TheWheaton division closes on more director and homes facultyannually. member of Credo than 1,500
Flute. DMA/MM/PC Eastman, BM Northwestern, HS Interlochen Arts Acad. JennieBrownFlute.com
MATTHEW DETZEL Litigation attorney Matthew Detzel has joined Holland & Knight’s Orlando office Jennie Brown is as a partner. Detzel focuses his practice flutist and artistic on helping institutional clients detect, director of Picosa respond to and resolve complex fraud recording artist schemes, routinelyand serving as advisor, with Innova Recordings. Her album investigator and an advocate in litigation a J.D. degree of and the appeals. music ofDetzel Josephearned Schwantner from the University Florida Levin was released in 2015. ofShe teaches at College of Law and a B.A. degree and fromis Elmhurst and Wheaton Colleges the University of Florida. director and faculty member of Credo
Flute. DMA/MM/PC Eastman, BM 16 | JUNE 2019 | i4Biz.com Northwestern, HS Interlochen Arts Acad. JennieBrownFlute.com
V.i.d.a Securities ELISHA GONZÁLEZ BONNEWITZ Jennie Brown is
flutist and artistic
FAIRWINDS Credit director Union, oneofofPicosa the largest locally owned and operatedartist and recording financial institutions in Central Florida, with Innova Recordings. Her album González Bonnewitz ofhas theadded musicElisha of Joseph Schwantner as a new vice president of community was released 2015. She teaches at relations andingovernment affairs. Skilled Elmhurst and Wheaton Colleges and is in philanthropy, constituent outreach and issues she will oversee director andmanagement, faculty member of Credo activities in Brevard, Volusia andBM TampaFlute. DMA/MM/PC Eastman, area markets.
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CATHERINE NORRIS Cinokyo technologies Catherine Norris has joined Marshall Dennehey Warner Jennie Brown is Coleman & Goggin flutist and artistic as an associate. A director of Picosa member of the casualty department, and recording artist she focuses her practice on automobile with Innovaand Recordings. album negligence premises Her liability ofmatters. the music of JosephofSchwantner A graduate the University of Florida College Law, she was releasedLevin in 2015. Sheofteaches at worked for Congressman Billand Posey Elmhurst andU.S. Wheaton Colleges is on Capitol and the Brevard County director andHill faculty member of Credo Attorney's Office.
Flute. DMA/MM/PC Eastman, BM Northwestern, HS Interlochen Arts Acad. JennieBrownFlute.com SARA BERNARD
Real estate attorney Sara Bernard has joined Holland & Knight’s Orlando Jennie Brown is office as a partner. Bernard handles a flutist and artistic wide range of transactions as counsel director of Picosa for developers, builders, institutional artist lenders, and public and and recording private entities. with Recordings. Herofalbum She Innova serves on the University Central Foundation board of directors ofFlorida the music of Joseph Schwantner andreleased is an executive member was in 2015.committee She teaches at of the University of Central Florida Elmhurst and Wheaton Colleges and is Alumni and Association. director faculty member of Credo
Flute. DMA/MM/PC Eastman, BM Northwestern, HS Interlochen Arts Acad. JennieBrownFlute.com
MATT RUSSO
Jennie Brown is
Matt has flutistRusso and artistic rejoined RMC Group director of Picosa as vice president of operations. He will and recording artist be responsible for providing direction withassistance Innova Recordings. Her album and to each division head in with the placement of of connection the music of Joseph Schwantner business. He brings over 14 teaches years ofat was released in 2015. She experience to the agency, with a diverse Elmhurst and Collegesand and is background in Wheaton risk management director andRusso facultygraduated member from of Credo engineering. the Florida Institute of Technology with Flute. DMA/MM/PC Eastman, BMa civil engineeringHS degree. Northwestern, Interlochen Arts
Acad. JennieBrownFlute.com
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PinTalk ROSANGELA PARKER COMMUNICATIONS Restaurant Managers LLC acquired exclusive Jennie Brown is rights to and the Salata flutist artistic Salad Kitchen branddirector for the state of of Picosa Florida and has recruited Rosangela and recording artist Parker as its marketing manager to with Recordings. album35 assistInnova with the rollout of a Her projected of the music of Joseph Schwantner locations statewide. Parker has more was She teaches at thanreleased 10 yearsin of 2015. experience in tourism, Elmhurst Colleges and is marketingand and Wheaton brand development.
director and faculty member of Credo Flute. DMA/MM/PC Eastman, BM Northwestern, HS Interlochen Arts Acad. JennieBrownFlute.com
ON THE RISE features individuals in your organization who have been promoted, new team members, Jennie Brown is flutist andorartistic board appointments other of Picosa employeedirector announcements.
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and recording artist with Innova Recordings. Her album ADDITIONAL INFORMATION AT: of the music of Joseph Schwantner was WWW.I4BIZ.COM/ONTHERISE released in 2015. She teaches at Elmhurst and Wheaton Colleges and is director and faculty member of Credo Flute. DMA/MM/PC Eastman, BM Northwestern, HS Interlochen Arts Acad. JennieBrownFlute.com
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THERE’S NO PLACE I CAN THINK OF WHERE THE ENTIRE COMMUNITY UNDERSTANDS THE IMPORTANCE OF SHOWING THIS LEVEL OF HOSPITALITY. WE HAVE A HIGHLY COLLABORATIVE CULTURE HERE. —George Aguel
THE
ORLANDO DIFFERENCE
Marketing the Most Visited Destination in the USA
D
[ By Diane Sears ]
uring a very busy May and June, media outlets all over the world reported Orlando had held onto its place as America’s most visited destination, welcoming 75 million travelers in 2018. That figure topped New York at 65 million, Chicago at 58 million, Los Angeles at 50 million, Las Vegas at 42 million and Washington, D.C., at 22 million. Coverage of the announcement provided more exposure than most other destinations ever could have afforded in paid advertising.
It might seem easy to market Orlando as a destination for leisure and business travel. After all, the area’s world-renowned theme parks are opening new attractions, the Orange County Convention Center is expanding, Orlando International Airport is adding direct domestic and international flights, Kennedy Space Center is increasing the frequency of launches and Port Canaveral is enhancing its cruise options. But it’s far from easy. Orlando’s tourism figures, which increased from 72 million in 2017, are the result of a concerted effort of multiple marketing initiatives aimed at multiple audiences on multiple continents, all working in conjunction with each other to produce results that are consistently delivered, measured and fine-tuned. Behind these initiatives, the destination’s official tourism association, the not-for-profit Visit Orlando, brings together 1,200 member companies representing all segments of an
industry that supports 41 percent of the area’s workforce and generates more than $70 billion in annual economic impact. Messages inviting people to come to Orlando are presented around the world in one form or another 24 hours a day, seven days a week, 365 days a year. “We never slow down,” said George Aguel, the president and CEO of Visit Orlando. “We can’t, because consumers around the globe have so many choices for where they can spend their time.”
Benefits to the Locals Why is being No. 1 in the country, and among the top destinations in the world, so important? Locals might not fully appreciate why increasing tourism is a bonus. It’s not just about bragging rights or even about commercial success. It’s about quality of life. F
[ FUN FACT ] The Wheel at ICON Park is the tallest on the U.S. East Coast at 400 feet.
i4Biz.com | AUGUST 2019 | 17
George Aguel announcing the 2018 visitor numbers reaching a record 75 million. “To have that brand of Orlando be a household word on the tip of the tongue of so many people around the world lets us stand out,” Aguel said. “Then we can go on to talk about every other thing Orlando is known for that makes us a great place to live and work. We’ve been able to successfully see how leveraging our famous Orlando brand has played nicely into the overall economy of this region.” He points to the benefits local residents enjoy because of touristgenerated tax dollars, which are used for community projects and also pumped back into marketing initiatives. Those benefits include a new Amway Center, a new Dr. Phillips Performing Arts Center, a renovated Camping World Stadium, expansions at the convention center and more. In addition, tourism is responsible for more than 70% of the passengers at Orlando's world-class airport, the availability of luxury retail brands at the Mall at Millenia and other shopping outlets, and an increase in high-end dining and entertainment options. “You as a resident have access to that,” Aguel said, “and we all enjoy the fruits of what our visitors bring us.” 18 | AUGUST 2019 | i4Biz.com
COLLABORATIVE STRATEGY Recently, Visit Orlando and 29 of its member companies hit the world stage at a travel trade show in Anaheim, California. The IPW event, formerly known as the International Pow Wow, is the largest of its kind in the U.S., attracting about 6,000 attendees annually, including 1,300 travel buyers and 500 journalists from more than 70 countries.
WE EMPHASIZE THAT IF YOU LIKE COMING HERE ON A PERSONAL LEVEL, YOU’RE GOING TO LOVE COMING HERE FOR A CONVENTION. — George Aguel
During the five-day event, the Visit Orlando team conducted more than 250 appointments with clients and media. A press conference about updates on Orlando’s theme parks, hotels, attractions and airport attracted some 300 international media attendees and more buzz than announcements from any other U.S. destination. Every move to prepare for May’s announcement of the 2018 figures and then take the show on the road
[ FUN FACT ] Orange County Convention Center’s annual economic impact: $2.17 billion.
ORLANDO TOURISM 1984 to 2009
1984 1989 Disney-MGM Studios opens (now Disney’s Hollywood Studios)
1990 Universal Studios Florida opens to Anaheim in June was planned as part of Visit Orlando’s marketing strategy. That strategy relies on participation from the organization’s partner companies — including many that are direct competitors of each other, such as Walt Disney World, Universal Studios Orlando and SeaWorld Orlando, as well as other attractions and hotels. It also relies on ample research and data. “We have a collaborative approach that includes multiple committees for sales, marketing and other topics,” Aguel said. “The goal is to get as much feedback and insight as we can from members, so we recognize what they’re experiencing, what they’re seeing. We collectively put that together with data from our frequent and significant research efforts. “We look at macroeconomics, national trends, evolving demographics, political climates, economic climates. We consider the international marketplace, including monetary exchange rates. We look at absolutely every point of data. We don’t move forward on key initiatives or strategies until we fully understand the research that gives us the data we need to invest in our plans.”
Orlando/Orange County Convention and Visitors Bureau created, later to become Visit Orlando
1989 Orange County Convention Center Phase II Completed
1997 Pointe Orlando opens Downtown Disney opens (now Disney Springs)
Fun Spot Action Park opens (later named Fun Spot America – Orlando)
1998 Disney’s Animal Kingdom opens
1999 Universal CityWalk opens Universal’s Islands of Adventure opens
2000 SeaWorld's Discovery Cove opens
2003 Convention Center Phase V completed
PREPARED FOR ANYTHING One of Visit Orlando’s biggest challenges is to stay flexible, to always account for how unforeseen challenges might affect its marketing plan. In recent years, the organization has had to pivot in response to hurricanes, the Zika virus, the Pulse nightclub shootings, and political unrest in other countries, including the uncertainty around Brexit in the United Kingdom and Europe.
2008 SeaWorld's Aquatica opens
i4Biz.com | AUGUST 2019 | 19
“We have to recognize that things have been changing so rapidly, there’s no way to lock and load on something and then forget about it for multiple years,” Aguel said. “A strategic plan is a living document. Annually, and even within the year, you’re going to have to be ready to make adjustments because so many things can play into that.” After September 11, 2001, when air travel was on hold all over the country, Visit Orlando shifted its marketing efforts to target drive-in traffic. People still needed to get away from the stress of the time and go on vacation, and driving to Orlando was the perfect option. But to this day, the organization did something most destinations did not do: It never let its foot off the gas pedal. People around the world still heard about Orlando as a great destination, and when they were ready to travel, Orlando was ready to greet them. “You have to have backup ideas and plans for ‘what ifs,’ and we look at that as well,” Aguel said. “The research tells us a lot, it gives us wonderful guidance, but it can’t anticipate everything.”
DESTINATION DIFFERENTIATORS Over the years since Aguel has been in the industry, Florida’s population has become the third highest in the nation. New residents coming into the state are prime targets of marketing and sales campaigns reminding them of all the fun activities and experiences that Orlando has to offer, including a wide variety of theme parks as well as nature experiences, airboat rides, ziplines, sporting events and activities, museums and local culture.
emotional connection with its visitors like no other destination. Marketing and advertising campaigns showing the expressions of family members making lifetime memories have been a big hit. “With most other places, you’re not as often going to go home thinking, ‘I’ve made memories of a lifetime with people I love,’” Aguel said. “On the leisure side, the ability to come here with family is a big deal. It’s an aspirational vacation. Many have saved up for a long time to come. When I’m flying into our airport, I see families who already have their T-shirts for a particular theme park. They come outfitted and ready to go. It’s extraordinary to see their excitement.” From the business side, Orlando is the overall leading convention and meeting destination in the United States. “We know it’s been proven there is no more effective way of conducting business than face to face,” Aguel said. “So, we work hard at reinforcing the message of, what better backdrop and environment can you have for your meeting or convention than Orlando, the place you enjoy
"WE NEVER SLOW DOWN. WE CAN’T, BECAUSE CONSUMERS AROUND THE GLOBE HAVE SO MANY CHOICES FOR WHERE THEY CAN SPEND THEIR TIME."
“We’ve been able to do more within the Florida market, which is positive,” Aguel said. “There are a lot of places in Florida that offer you an opportunity to go to a hotel and stay at the beach. But we are the only ones who provide all that we do.”
About four years ago, Visit Orlando focused on a differentiator that led to its most successful marketing theme of all time: Orlando makes an 20 | AUGUST 2019 | i4Biz.com
— George Aguel visiting personally? We emphasize that if you like coming here on a personal level, you’re going to love coming here for a convention.” That trend of blending business and leisure travel has been nicknamed “bleisure,” and it is also continuing
to grow, Aguel said. More than half of the people who come to Orlando for conventions extend their stay for personal time.
The business travel market is important to Orlando because it helps drive incremental occupancy numbers as well as revenue. Business travelers individually, on average, spend more money than leisure travelers because they stay at high-end hotels and dine at more expensive restaurants, Aguel said. The business market is also counter-seasonal to the peak period for vacation visitors. “When we’re seeing tons of families out of school on vacation and visiting us during the summer and holidays, for example, that’s a period when there are fewer conventions coming here,” Aguel said. “Conventions start coming in September, when kids are back in school. People are unlikely to want to attend conferences over the Thanksgiving and Christmas holidays, but we have f a m i l i e s c o m i ng in to visit during those periods. That kind of dynamic occurs throughout the year, g iving us the ability to promote visiting us to each of these audiences when we need them the most.”
[ FUN FACT ] You can walk to the Convention Center from about 11,500 hotel rooms.
ORLANDO TOURISM 2010 to 2019
2010
SECRET TO SUCCESS
Amway Center opens
When Aguel travels to other destinations, there’s one thing he looks for that makes Orlando such a great place to visit. But he doesn’t always find it until he heads back home. “You must have a strong service culture,” he said. “You have to genuinely want to take care of people when you’re responsible for their experience.”
Wizarding World of Harry Potter opens at Universal's Islands of Adventure
People don’t typically write letters to companies to say, “I really loved that roller coaster” or “I enjoyed the food at that restaurant.” They write about the experience they had with an employee and how that employee made them feel — good or bad. “When they get here, that’s where the rubber meets the road in how well we take care of them,” Aguel said. “That’s one absolutely critical benefit we have. There’s no place I can think of where the entire community understands the importance of showing this level of hospitality. We have a culture here that supports our visitors like no other destination. “Many individuals who lead businesses in our community were at one time part of the tourism industry. They were working at theme parks, hotels and restaurants. They understand the value of hospitality and have developed a service mentality. Wherever you go, people in Orlando are genuine, friendly, inviting, embracing and want to help. They want to be there to give you a great experience.” P
51.5
Million Visitors
2011 LEGOLAND opens at former Cypress Gardens
2012 2013
Largest expansion in Magic Kingdom history with New Fantasyland
Largest expansion in SeaWorld Orlando history with Antarctica: Empire of the Penguin
2014 Addition to Wizarding World of Harry Potter - Hogwart’s Express/ Diagon Alley
62
Dr Phillips Center for the Performing Arts opens
Million Visitors 2015 Renovated Camping World Stadium opens I-Drive 360 Orlando Eye opens Disney Springs opens
2018
2017 Orlando City Soccer Stadium opens
75
Million Visitors 2019 COMING SOON Disney's Hollywood Studios
i4Biz.com | AUGUST 2019 | 21
WHAT'S NEW and upcoming A PICTORIAL VIEW OF SOME OF THE LATEST ATTRACTIONS
2 3
1
3 1 1. Universal's Hagrid's Magical Creatures Motorbike Adventure 2. Universal's Endless Summer Resort 3. Disney's Skyline Gondola System
22 | AUGUST 2019 | i4Biz.com
4
5
6
4. Gran Destino Tower at Coronado Springs Resort 5. LEGOLAND Movie World 6. Sesame Street at SeaWorld 7. Disney's Star Wars Galaxies
7 7
i4Biz.com | AUGUST 2019 | 23
Travel Hub Trains to Join Planes at Orlando International Airport By Diane Sears
About MCO Economic impact: $41 billion
Passengers: 49 million
Number of airlines:
90
International traffic growth 2018:
40
20%
International nonstop destinations:
Domestic traffic growth 2018:
60
24 | AUGUST 2019 | i4Biz.com
Domestic nonstop destinations:
7%
[ FUN FACT ] Orlando International is Florida’s busiest airport, with 49 million passengers.
W
hen Virgin Trains USA begins service in Central Florida three years from now, Orlando International will become the first airport in the nation where airline passengers can travel by rail directly to other cities. The rail line is expanding the former Brightline train operation from its base in Miami up the east coast, where it will head west from Cocoa into Orlando. The train service is part of a growth strategy envisioned more than 40 years ago when the former McCoy Air Force Base became Orlando International and kept the airport code letters MCO. The airport’s master plan laid out four rail corridors, and the first will host the Miami route out of an Intermodal Terminal Facility that opened last year and connects to the airport's new South Terminal opening in 2021 to link air traffic, rail lines and ground transportation.
YOU CAN FLY INTO MCO AND TAKE A TRAIN AND BE IN PALM BEACH IN AN HOUR AND A HALF AND IN FORT LAUDERDALE A LITTLE BIT LATER. — Vicki Jaramillo
“We think it’s going to be fantastic,” said Vicki Jaramillo, the airport’s senior director of air service development and marketing. “You can fly into MCO and take a train and be in Palm Beach in an hour and a half and in Fort Lauderdale a little bit later.” Leisure travelers can also fly into Miami, make their way to the train station and head north to come to the theme parks. MCO will be the train’s only airport stop. “For the local business community, the expectation is there will be 16 trains a day in each direction, and there will be wi-fi,” Jaramillo said. “It will be a very comfortable way to travel if you have to go to meetings, and you have that opportunity to continue to work.”
There is talk of eventually connecting SunRail commuter rail with the MCO intermodal facility to give passengers a direct connection to downtown Orlando and other stops on the train’s north-south route from from Volusia to Osceola counties. There’s also talk about extending the Virgin line to Tampa Bay. The facility was designed along the distinct themes of two architectural landmarks in Central Florida: the Orange County Convention Center and the Dr. Phillips Performing Arts Center. It’s expected to become a landmark itself like Grand Central in New York and Gare du Nord in Paris, said Carolyn Fennell, the airport’s senior director of public affairs and community relations.
Tracking the Numbers MCO has become one of the 10 busiest airports in the nation. It’s also the busiest in Florida, with passenger traffic surpassing that of Miami International Airport — and there is plenty of room for growth. In fact, Miami International, John F. Kennedy International in New York, and Los Angeles International would all fit inside the footprint of MCO, where only 20% of the 12,700 acres have been developed. “If you look at the other three airports, they’re all landlocked,” Jaramillo said. “They cannot really grow from their footprint. But we do have the blessing of the land and the airspace to continue to build this airport out.” Between May 2018 and May 2019, MCO recorded more than 49 million passengers, compared with almost 46 million flying in and out of Miami International. “Some locals still find it hard to believe we’re busier than Miami,” Fennell said.
Room for More
She also helps them determine which planes would be the most profitable for this market. For instance, seats in business class might make up 20% of a plane’s capacity but provide 50% of its revenue.
“When we are presenting to an airline to look at service to Orlando, we present the whole picture of what the community is all about,” she said. “Most of the airlines are aware of the tourism opportunities in Central Florida. What they’re not aware of is the business side — the conventions, and the students at University of Central Florida, and all the international students who come to this area. We present the whole region, because there are so many reasons people fly here.” Luf thansa, for instance, launched four weekly Frankfurtto-MCO flights October 2007 with an Airbus 330-200 with 221 seats, partly to accommodate Siemens, which is based in Germany and has a large Central Florida presence. It took Jaramillo 14 years to get the airline to say yes. The new MCO nonstop exceeded Lufthansa’s expectations and continued to grow, and today it offers daily service with a Boeing 747-400 with 344 seats. The reverse is true as well. The airport is a marketing tool for the Orlando Economic Partnership, Visit Orlando and other entities trying to bring people to the region for work or play. Jaramillo talks about a company that recently relocated to Orlando from Aspen, Colorado. One of the reasons it cited was accessibility to the airport. Stories like that one spur her to keep pushing for additional routes.
Jaramillo’s job is to persuade airlines worldwide to bring additional flight options to MCO.
“We’re always working on more,” she said. “We’re always trying to get more service. We want to continue to grow.” P
[ FUN FACT ] You can fly to about 150 destinations nonstop from Orlando International.
i4Biz.com | AUGUST 2019 | 25
THE
O F G ATO R L A N D By Meaghan Branham
Preserving Florida’s Natural History by Looking Toward the Future
WHEN YOU’RE IN GATORLAND, YOU KNOW YOU’RE IN FLORIDA. — Mark McHugh, president and CEO
O
wen Godwin Sr. was raised on the Kissimmee River in the early 1900s, spending much of his time on his uncle’s homestead, Rattlesnake Hammock. As the years went on, his fascination for the land that raised him grew, along with a few other traits that would prove vital for his future venture. In 1949, Godwin founded the Florida Wildlife Institute on a plot of land off U.S. Highway 17-92 and 441 in Kissimmee, with the hopes of giving visitors an up-close look at native alligators, snakes and birds, along with an understanding of how the creatures live. Since then, that venture has grown into a world-famous 110-acre theme park and wildlife preserve known as Gatorland. It has been working to protect and conserve Florida’s unique ecosystem, all while engaging and educating people from around the world. In the process, Gatorland has helped both natives and tourists understand the beauty of the state of Florida — and its scalier inhabitants. Gatorland has also fine-tuned the art of how to tell its story.
26 | AUGUST 2019 | i4Biz.com
“Owen loved telling stories,” said Mark McHugh, who has served as president and CEO of Gatorland since 1996. “He had a huge personality. And he was an entrepreneur at heart, always coming up with new ideas to make a buck and keep him busy.” As tourism exploded into Central Florida’s most fruitful industry, Gatorland grew strong alongside it — standing out by blending so well into the land that inspired it. Along with the adoption of the current name in 1954, the attraction expanded to take in zebras, wild cats, crocodile, birds and tortoises. It added an observation tower, food stands, live shows, exhibits, and a 2,000-foot Swamp Walk through the wetlands. It developed a breeding marsh where adult alligators and other species could thrive. In more recent years, it has added modern adventures. One of its zipline experiences has been voted the best in the United States by AOL Travel. Its off-road rides aboard 12-foot-high, custom-made monster vehicles take visitors through a section of the park that has never been open to the public, running alongside swamps that feed the headwaters of the Everglades.
Mark McHugh, president and CEO of Gatorland since 1996 Throughout all of these enhancements, Gatorland has kept Godwin’s love of the “Real Florida” story in mind. “Real Florida is what we present with our animals,” McHugh said. “We have a big, beautiful swamp, a pasture, breeding land for the herons, egrets, turtles and alligators. But it’s also the culture of our business: real downhome Florida hospitality. We keep that roadside kitschiness. Even our zipline and swamp buggy ride, they are distinctly backwoodsy, outdoors experiences. When you’re in Gatorland, you know you’re in Florida.”
A New Way to Tell the Story In the early days of the Florida Wildlife Institute, spreading the word was the product of, quite literally, putting in the legwork. For Godwin, this meant traveling with his star attraction at the time. In the 1950s, he packed up Cannibal Jake — a 15-foot, 1,080-pound alligator who had been a crowd-pleaser back at home — and traveled to the Carolinas and the Atlantic City Boardwalk in New Jersey. At a dime per view, the profits would sustain the park, and audience members would take the news to their friends. While the park grew through the 1970s, ’80s, and ’90s, billboards and print advertisements became the name of the marketing game. But while Godwin’s venture continued to find success, it found conveying its many facets difficult. Gatorland was about so much more than alligators. It was a wildlife refuge, a theme park, a roadside attraction and a conservation center.
Owen Godwin Sr. feeding the baby alligators Below: Gatorland continues its efforts to educate
“People get here expecting to spend an hour or two, and they wind up spending the whole day,” McHugh described of a common guest experience. “It can be difficult to communicate everything that we have, but once people come here, they walk out with a day full of precious memories.” Luckily for Gatorland, and for visitors who might otherwise miss it, the past decade has been one of upheaval in the world of marketing messaging. The rise of social media platforms like Facebook, YouTube and Twitter has allowed the attraction to reach the world with a multifaceted view of the park. Gatorland used to rely on visitors to drive by its eye-catching and iconic 14-foot-tall alligator head at the entrance in the heart of the tourist district. Today, visitors can preview what’s inside right on their cell phones. Even with new technology, the park has stayed true to its roots and has remained a family-owned business. McHugh remembers his initial encounter with the company — and with one of its inhabitants — on his first date with his wife, the granddaughter of Owen Godwin. “She wanted to take me to her family’s theme park,” McHugh recalled. She led him to the back of the park, where some of the two-to-three-foot alligators were housed in tanks. “She had grown up with them, so she just opened the lid and reached right in and snatched one out. And the whole time, it was wrestling and kicking, and she kind of smiled and laughed. Then she put it back in the tank, closed the lid and said, ‘Your turn.’”
Petting Zoo
A Voice for the Future Today, Gatorland is leveraging new strategies to reach other organizations that share its goals. Recently, the company established Gatorland Global, a dedicated funding program for conservation efforts. Those efforts include working with local trappers to rescue alligators that would otherwise be euthanized, as well as with conservation researchers nationally and internationally to rebuild and maintain populations of crocodilian species in other parts of the world, including Cuba, Jamaica and India. At home, Gatorland continues its efforts to educate, now with the power of digital platforms in its arsenal. Whether walking through the marsh, or seeing it through the screen, connecting with nature is often still as simple as letting the animals speak for themselves. “Once they see them, they get close to them, they can touch them and feed them, they start loving the animals,” McHugh said. “That connection alone is a step toward continuing conservation.” P i4Biz.com | AUGUST 2019 | 27
TAKE
with Official tourism association for America’s most-visited destination.
Inside Orlando’s Record Visitation Streak
O
rlando welcomed a record 75 million visitors in 2018 (up 4.2% over 2017), marking another year as America’s most visited destination. Economist Daryl Cronk, senior director of market research and insights at Visit Orlando, explores how Orlando maintains its ranking, where we’re seeing the biggest wins and the top takeaways for our economy.
2018 Visitation 75,043,000
Total Visitation
68,555,000
Domestic Travelers
6,488,000
International Travelers
1,211,000
Canadian Travelers
1,445,376
Total Attendees at Convention Center
77.5%
Hotel Occupancy
28 | AUGUST 2019 | i4Biz.com
(top international market)
Q&A with Daryl Cronk Senior Director of Market Research & Insights, Visit Orlando What factors are behind this success? Orlando’s vibrant growth keeps our destination fresh, relevant and intriguing for visitors. In 2018, our theme parks and International Drive opened new attractions, our hotels began adding room inventory at levels not seen in 20 years, and Orlando International Airport continued major upgrades that led to record passenger traffic. These things, combined with strong global sales and marketing by Visit Orlando, helped our destination reach a truly historic milestone for visitation.
What trends did we see in international visitation in 2018? Despite a very strong dollar and some global economic headwinds, Orlando managed to grow visitation from our core markets of Canada, the UK and Brazil. Together, these three countries account for roughly half of our 6.89 million international visitors. In addition, Latin America was a real source of strength, with Brazilian travel increasing by over 8%, Colombia up nearly 7%, and Mexico rising more than 13%. As evidence of our destination’s sustained appeal, Orlando achieved 5.4% growth from countries outside the U.S., ahead of the national average of 2%. How did U.S. markets fare? Domestic visitation to Orlando grew 4% over 2017. The Northeast continued to be a crucial market, particularly New York and New Jersey, along with Pennsylvania, as well as Texas and the Southeast. In 2018, Visit Orlando increased our marketing programs for domestic audiences to capitalize on the improving economy in our key U.S. regions.
GEORGE AGUEL President & CEO of Visit Orlando
CREATING EXTRAORDINARY EXPERIENCES FOR VISITORS
A
s you might imagine, I often hear visitors describe Orlando as “like nowhere else.” Behind the emotion in these words lies a powerful truth: the importance of the customer experience, or the way brands and their customers interact over time. Just like businesses, destinations that create remarkable experiences set themselves apart from competitors. On that front, Orlando’s tourism industry delivered exceptional results in 2018, growing our roster of attractions at the theme parks and beyond. Of course, even more is on the way in 2019 and beyond, including this month’s highly anticipated opening of Disney’s Star Wars: Galaxy’s Edge. Upholding Orlando’s status as the most visited destination in the U.S. doesn’t happen by resting on our laurels. It takes a conscious effort to expand our offerings, giving visitors more reasons to return, again and again, and ensuring we send a strong message to consumers globally.
How did Orlando perform with business travelers in 2018? The meeting and conventions industry marked another excellent year, creating a $7.1 billion economic impact locally and maintaining our ranking as Cvent’s top meetings destination. Following a record performance in 2017, we saw our second-best year ever for citywide attendance at the Orange County Convention Center. And lending a major boost to our marketing, we also announced the Convention Center’s $605 million capital expansion plan. What’s on the horizon for visitation in 2019? So far, our tourism industry has seen slightly slower growth in areas such as hotel demand and occupancy. However, total passenger traffic at Orlando International Airport continues its steady rise and, in another encouraging sign, leisure and hospitality employment is also making strong gains compared to last year. Regardless of economic conditions, driving a greater share of visitation by marketing our destination is essential to sustaining our growth as the country’s top destination.
Top 5 Most Visited U.S. Destinations Orlando:
75.0M (+4.2%)
New York:
65.2M (+3.8%)
Chicago:
57.6M (+4.4%)
Los Angeles: 50.0M (+3.1%) Las Vegas:
42.1M (-0.2%)
Spreading the word about Orlando’s many new assets is a big part of our formula for success, and Visit Orlando is the only organization that markets, brands and sells the full scope of our destination worldwide. We work in tandem with our diverse tourism industry members to keep Orlando at the forefront for leisure and business travelers alike. By creating memorable experiences for visitors, we strengthen an industry that supports 41% of our region’s workforce. The rising tide of tourism lifts all boats, benefiting residents through revenue that enhances our quality of life, and that’s all the more reason to continue reimagining our extraordinary visitor experience in the years to come.
2018 figures, with YOY growth
i4Biz.com | AUGUST 2019 | 29
SCALING
THE
MORTGAGE MOUNTAIN
The market is a mountain. Altitude and terrain, ice falls and avalanches — but a summit that is well worth the climb. While the journey upward to the joy of owning a home is all your own, there is no question that no one can go it truly alone. Just as Sherpas shepherd adventurers to mountain peaks, buyers also need a hand to lay a path and point out pitfalls, opportunities and details they might not otherwise know to look for in their climb to the top. At Orlando-based Shelter Mortgage, loan officers do just that, playing the role of guide.
A Climbing Checklist Before the climb, you need to prepare. Just as Mount Everest explorers research conditions and terrain, you will do the same, with your loan officer there to guide you.
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Take stock of your assets. For climbers, that is not just their luggage. It is their limitations and their strengths. Take the time to review your financial situation, especially the size of your down payment, debt-to-income ratio and credit history. These numbers make up your buying power and will impact the types of financing you will be able to secure.
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Work on your financial fitness. As you become aware of your buying power, you may notice some areas you can improve to increase your odds of making it into the home of your dreams. Your mortgage lender is the perfect trainer in this fiscal conditioning. In a review, your lender might see opportunities you have missed — a chance to raise your credit score, increase your income or any other aspect that could increase your buying power.
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Get to know your terrain. Is it a buyer’s or a seller’s market? What is the average price in your area? This is where your lender’s experience and expertise are invaluable. While conducting your own market research is empowering and recommended, no one knows the market better than the professionals making the trek through the thick of it every day. They know what questions to ask and where the opportunities lie, and they are ready to share with you.
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The Routes Now that you have your bearings, it’s time to pick your route. There are so many different types of loans available to buyers — some unknown to most borrowers. Your lender can help you choose the ones best suited for you, but here is a brief overview:
Government Loans These loans, subsidized by the government and the Federal Housing Administration, are among the most common home loans and include:
FHA loans: Popular among first-time home buyers, these loans have a smaller down payment and allow for a lower credit score than others.
VA loans: These loans, specifically for veterans and their families, allow for zero down payment and 100% financing.
USDA loans: Offered through the U.S. Department of Agriculture, USDA loans allow for lower insurance fees and no down payment.
Private Lender Loans: Conventional Offered by private lenders, these meet the Fannie Mae and Freddie Mac loan limits. While the qualifications for these loans are stricter, including higher credit scores and a larger down payment, they can allow for reduced or no mortgage insurance.
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Private Lender Loans: Unconventional If the loan needed exceeds the limits set by Fannie Mae and Freddie Mac, buyers may want to apply for what is known as an unconventional loan.
Jumbo loans: In the past couple of years, jumbo loans have seen an increase in popularity. These loans cover any amount over the conventional loan limit of $484,350. These often require a larger down payment, usually anywhere from 5% to 10%, as well as a low debt-to-income ratio and a high credit score. While interest rates for these loans in the past have been on the higher end, in recent years they have seen a bit of a decrease. Documentation is also often required with these, including two years of tax returns and proof of reserves, or money left over after the down payment is made.
Adjustable vs. Fixed Rate Loans Each of the above loan types will most likely be offered with the option of either adjustable or fixed-rate financing. Which is best for you will depend on the size of the loan, the length of time you plan to stay in the home, and your predicted income.
Fixed rate: A loan with a fixed rate will have the same interest rate for the duration of the loan.
Adjustable rate: The interest rate on an adjustablerate mortgage (ARM) changes at a specified time after an initial “fixed” period. For example, a 5/1 ARM is fixed for five years and then adjusts in year six. There are a variety of ARMs to choose from, including 5/1, 7/1 and 10/1, depending on your financial need.
Portfolio Loans Portfolio mortgages are loans that are originated by a lender and then held for the life of the loan, kept in the lender's portfolio rather than being sold on the secondary market. Shelter’s Smart Series mortgages provide a wide range of options, such as bank statement programs for the self-employed, investor solutions using cash-flow qualification, and derogatory housing/credit event solutions. Shelter Mortgage accommodates first-time homebuyers and seasoned homeowners alike in financing or refinancing a new home, second home, or investment property.
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KENT WINKELSETH
Vice President, Orlando Branch Kent Winkelseth has been a mortgage professional for over 20 years, with experience in every facet of the industry. From the first steps toward buying a home to reviewing the best loan options for each client to processing applications, Winkelseth and his team at Shelter Mortgage’s Orlando offices bring their combined experience and up-to-date financial knowledge to every homebuyer they help. As vice president, Winkelseth leads his team with an emphasis on thorough, honest and constant communication to create and build trust — helping every builder, buyer and seller feel confident in their future. ©️ 2019 Shelter Mortgage Company, L.L.C. All Rights Reserved. This communication does not constitute a commitment to lend or the guarantee of a specified interest rate. All loan programs and availability of cash proceeds are subject to credit, underwriting and property approval. Programs, rates, terms and conditions are subject to change without notice. Other restrictions apply. Shelter Mortgage Company, L.L.C, 4000 W. Brown Deer Road, Brown Deer, WI 53209. Corp NMLS#431223 (www.nmlsconsumeraccess.org). Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act. GA - Georgia Residential Mortgage Licensee #35660. IL - Illinois Residential Mortgage Licensee. Additional licenses available at www. sheltermortgage.com. Shelter Mortgage Company LLC, 408 East Ridgewood Street, Orlando, FL 32803. Kent Winkelseth – FL/#LO17485; NMLS #552527
Q&A WITH
DR. MICHAEL ARMBRUSTER ORANGE TECHNICAL COLLEGE
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entral Florida is quickly becoming a hub for industry. Modeling and simulation, aerospace and defense, and advanced manufacturing are now synonymous with our region and our talented workforce. As the demand increases for highly skilled and trained employees to fill the positions being created, Orange Technical College has listened carefully to create a unique approach to education: one that tells the story of a technical career as rewarding, engaging and vital for Central Florida’s future. With five campuses and an integrated, hands-on approach to various programs, Orange Technical College works closely with professionals already in the field to understand what they need, and the students themselves to be sure they are ready and able to start or advance their careers. Here, Associate Superintendent Dr. Michael Armbruster reveals how Orange Technical College is redefining the options available for those pursuing a technical degree. 34 | AUGUST 2019 | i4Biz.com
Dr. Michael Armbruster
Tell us a bit about your background. How did you come to be involved with Orange Technical College? I started my career 32 years ago as a non-degreed vocational teacher at our OTC - Westside Campus and served in the classroom for seven years. During that time, I went back to school and got my bachelor’s and master’s degrees and went on to become an assistant principal and then principal at three local high schools before coming home to career and technical education, or CTE, in 2013.
During my 19 years at the high school level, I saw a focus on college as the destination and decided we needed to shift that focus to a career as the destination and college as just one way to get to a great career. Career and technical education isn’t just good for “those students” — it’s good for all students. With that mindset, we have grown the number of students engaged in CTE programming from 29,261 to 51,293 in the past five years. That’s a 75% growth of students learning the value of CTE across Orange County Public Schools, and that is just the beginning.
What areas of Central Florida’s workforce can benefit from the training provided in OTC programs? Orange Technical College strives to build sustainable, relevant workforce and job creation pipelines in key industries throughout Central Florida. While we provide career and technical training in many different skilled trades, our focus moving forward will align with critical regional needs including building construction trades, advanced manufacturing, transportation and logistics, health sciences, hospitality and tourism, and information technology.
What kinds of careers can students pursue with OTC’s certifications and accreditations? Our graduates are prepared to enter the workforce immediately after completing their program. The certifications and/or licensures these students attain ensure employers that graduates of OTC have the tangible skills and knowledge to be productive members of an organization from the start. With over 60 career-themed programs offered, students can enter professional careers in medical, information technology, construction, transportation, and hospitality fields, just to name just a few. Graduates also have the ability to use their newfound technical skills to start their own businesses. Others use their technical skills to secure high-wage, high-skill positions, and still others continue their education at a state college, using their articulated college credit to save money and time.
At what stage in their education or career do people typically come to OTC? Orange Technical College serves students from 16 to 86 years old and from every kind of background. We engage students at the high school level, introducing them to skilled trades through technical electives and/ or dual enrollment opportunities. Our career certificate and apprenticeship programs are comprised of a unique blend of students who may be just beginning their search for a meaningful career or seeking an entirely new career path from one they have pursued for years. We also train
university graduates who are looking to update and improve their personal skill set.
What are some misconceptions about technical careers and education? For years, we have fought to change the perception of the old “vocational” education model. The CTE programming of today is highly advanced, highly specialized and deeply engaging. In fact, there should no longer be an “either/ or” mindset. College and career tracks are intertwined more than ever, with the opportunity to provide students the best of both worlds as they learn tangible technical skills while pursuing higher education degrees if they so choose. Orlando is home to a unique educational ecosystem with extraordinary pathways for students to pursue their interests, and we are doing a disservice to students and families by not exposing them to all avenues of career success. Some of the bestpaying and most rewarding careers can be found in local industries like construction, simulation, healthcare, hospitality and more, many of which do not require a traditional four-year degree — proving that there is more than one way to a great career.
How do Orange Technical College programs differ from those of other colleges and universities? Students of Orange Technical College are immersed in their field of interest from the first day of classes. Each career and technical education program is taught by an experienced industry instructor, and each of our program areas has oversight from an advisory board made up of business and industry leaders who help shape curriculum and make sure students are learning the most upto-date information with modern equipment in workforce-centric classrooms. Students of OTC enjoy the hands-on learning model and how our classrooms and school culture differ from that of the typical educational experience. It is important that we foster the interests of all students no matter where their interests may lie. It’s important that we start asking students, “What do you want to be, and how can we get you there?” P
ORLANDO IS HOME TO A UNIQUE EDUCATIONAL ECOSYSTEM WITH EXTRAORDINARY PATHWAYS FOR STUDENTS TO PURSUE THEIR INTERESTS. — Dr. Michael Armbruster
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CEO LEADERSHIP FORUMS:
Teaming Up with Valencia College for the Next Generation of Leaders
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EOs and business leaders are used to talk of investments. Time and money, short term and long term; most have heard it all. But CEO Leadership Forums have tapped into an investment with an even more promising return: people. Walking into a classroom at Valencia College’s West Campus Building 11, that promise is palpable.
The Beginning “From the very first meeting, I knew, ‘This is a great spot,’” said Tim Bach, owner of Patterson Bach Communications. “It’s not just a networking event, it’s a place to speak with other business leaders about business in a space dedicated to learning and sharing.” Finding that perfect space proved to be easy once the partnerships were rooted. Dr. Nasser Hedayat, assistant vice president of career and workforce education at Valencia, recalls the very beginning, when he received a phone call from Geoffrey Gallo, senior vice president of marketing and strategic consulting at CPA firm Grennan Fender. “I didn’t know it at the time, but he would become my best friend,” Hedayat said. “He said, ‘I’d like to come and speak with you about this vision I have.’ He came over to my office and told me about this idea that he applied when he was in Houston.” The program Gallo pitched turned out to be the CEO Leadership Forums, allowing Central Florida business leaders to meet for educational discussions alongside Valencia students and sometimes faculty. “We have the opportunity to bring value to the business owners while also helping students who are eager to learn and work with local companies,” said Doug Foreman, CEO of Fringe Benefit Plans. 36 | AUGUST 2019 | i4Biz.com
Brianna Gonzalez Hedayat was sold. In fact, the program Gallo proposed could not have been more of a perfect match for the college. Hedayat described the goal of Valencia as one of providing talent for the community, connecting students to leaders of companies shaping the region, and Gallo was looking to connect his business leaders with the vibrant and hungry talent pool thriving in Orlando. For three years now, a window-lined room in the heart of Valencia’s campus has seen a return on their investment, giving rise to internships, opportunities and collaboration.
Filling the Gaps That return is even more far-reaching than expected. At each forum, two to four students and several leaders hear insight from every part of the talent pipeline from those just starting out to those at the top of their fields. “This forum really helps our students to see that they are needed,” Hedayat said. “It gives them the confidence to see that they need to finish because they know someone will need them when they graduate. Otherwise they ask themselves while in the classroom, ‘Who exactly will hire me, what exactly will I be doing?’ When they see the ‘who’ right in front of them, it’s very powerful.”
I DO KNOW THAT IF I START WITH THE RIGHT PEOPLE, ASK THEM THE RIGHT QUESTIONS, AND ENGAGE THEM IN VIGOROUS DEBATE, WE WILL FIND A WAY TO MAKE THIS COMPANY GREAT. — Jim Collins, Author of Good to Great In the same way, the business leaders are able to connect with exactly who is making up the next wave of talent. “I find that when they ask questions without any bias from past experiences, it helps me see solutions I may not have otherwise thought of, given their fresh perspective,” said Daryl Dixon, CEO and cofounder of VALiNTRY Services LLC. In one of the sessions in early June, a student named Brianna Gonzalez was in attendance. Before enrolling in Valencia, she had earned a degree in psychology and was working as a supervisor at a residential behavioral health center. She
realized she was drawn to the field of technology, however, and that while psychology still interested her, it wasn’t the right track. Following a growing interest in cybersecurity, where her talent for understanding human behavior and her love of tech would click perfectly, she enrolled at Valencia to pursue her new passion. “The field of tech is fun and it’s challenging, and there are so many things you can do,” Gonzalez said. “This is something I’m always going to be hungry for.” As she explained her journey, engaging everyone in the room with her eloquence and clear vision both of her past and for her future, Aurora InfoTech’s Managing Partner and Cofounder Aluska Harms-Richardson and Managing Partner Roy Richardson were among those listening.
Doug Foreman and Nasser Hedayat
“There were 700,000 available positions in tech as of early this year, forecasted to go up,” Richardson said. “And today, cybersecurity has zero percent unemployment. One of the biggest challenges with that is the retention of talent.” What ensued was a conversation about employee retention, including everything from the value of soft skills to the importance of employee empowerment, from every side of the table. The discussion offered a chance for each person in the room to learn. “We have amazing talent, but it can be hard to find. It's not easy,” Aluska Harms-Richardson said. It’s invaluable for the students, the workforce of tomorrow, to be nurtured in a safe environment and get that interaction with CEOs, she said. The forums allow them to ask questions, develop their skills and know exactly what they need to study to build their qualifications so they’re better ready to get the jobs they want.
Educating at Every Stage The investment goes far beyond just the classroom meetings. CEO Leadership Forums and their partners have supplied funding for scholarships for students, bringing tuition to the recipients down to as low as $2,500 a year — another example of the forums’ alignment with Valencia’s pledge to being “accessible, affordable and achievable.” Students with scholarships are then considered through the network for internships. “If Orlando can get better at retaining and attracting young, talented individuals, it can help our region become a hotbed for new startup activity and provide a solid talent pipeline for existing companies in the local market,” said Chris Cucci, senior vice president and commercial banker at CenterState Bank.
Chris Cucci
Daryl Dixon
Orlando’s CEO Leadership Forums consist of two groups, with Orlando Group One including 17 local business leaders: Gary Cohen, CFO and consultant at Nperspective CFO & Strategic Services Chris Cucci, senior vice president and commercial banker at CenterState Bank Tim Bach, owner of Patterson Bach Communications Paul Dietrich, managing partner at law firm Swann Hadley Stump Dietrich & Spears David Poparad, tax partner at Grennan Fender CPA firm Phil Zeman, senior vice president and commercial relationship manager at CenterState Bank Doug Foreman, CEO of Fringe Benefit Plans Glyn Griffis, financial advisor for Raymond James Brian Fatigati, president of ARX Payments Daryl Dixon, CEO and cofounder of VALiNTRY Services LLC Timmy Rupeiks, senior vice president of sales for VALiNTRY Services LLC Bernie Piekarski, managing partner of Piekarski Consulting LLC
At every stage of the journey through the business world, from education to apprenticeship to employment and even empowerment to start their own enterprise, CEO Leadership Forums and Valencia are ready to offer a hand to those willing to invest in themselves and their community.
Ray Watson of CEO Nexus
“One person can be a force multiplier,” Gallo said. “And that’s what we’re talking about here, being a force multiplier to help the business community at every stage get what they need.” P
Geoffrey Gallo, senior vice president of marketing and strategic consulting at Grennan Fender, who has led the charge in creating the program since its inception
Eric Shulman, president of Sandler Training Institute Aimee Collins Hitchner, senior associate at law firm Swann Hadley Stump Dietrich & Spears
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WD
Women of Distinction
Gathering Courage Through Every Adventure
Karen Keene has always loved a good adventure. Whether kayaking to a glacier in Alaska, tracing family lineage on a trip to Galway, or forming the first ATHENA NextGen program in the world, she faces new experiences head-on. And it all started with her days as a Girl Scout.
KAREN KEENE
MANY OF THE SKILLS THAT ARE FIRST INTRODUCED IN GIRL SCOUTS ARE HIGHLIGHTED IN THE ATHENA LEADERSHIP MODEL. COLLABORATION, BUILDING RELATIONSHIPS AND GIVING BACK ARE KEY CRITERIA. — Karen Keene 38 | AUGUST 2019 | i4Biz.com
“I loved going to Girl Scout camp,” Keene recalled. “I shared a lot of laughs with my friends at camp, mostly because we would try to outdo one another with pranks. Around the fire, we would tell stories and say the camp was haunted. Then we’d wait until midnight and scare kids at other campsites.” That isn’t the only thing she took with her from her adventures, either. Her time selling cookies, she said, brought out her entrepreneurial spirit and ability to think creatively early on. Leadership, courage, loyalty and perseverance — all defining traits of a Girl Scout — have served her well throughout each new venture, both inside and outside of her career.
As director of marketing and business development at law firm Dean Mead, president of ATHENA Orlando Women’s Leadership Inc., and one of the founders of the ATHENA NextGen program, she has put all of those tools to great use, to the benefit of those who work with and around her. Even her description of ATHENA NextGen, designed to help women hone their leadership skills over the course of an eight-month program, serves as a testament to the women who have come before her and an echo of the hopes of the Girl Scouts themselves. “It’s all about helping young girls discover their full potential through risk-taking and innovation, and igniting their passion,” she said. “Recently, I read a great quote that said, ‘Your dream doesn’t have an expiration date. Take a deep breath and try again.’ My advice to women is to gather all the courage and resilience you can and go after what you want. Let your inner motivation push you across the finish line.” P
Women of Distinction are recognized leaders known for their courage, confidence and character. Girl Scouts of Citrus Council shapes young leaders in our community and is proud to recognize these women.
ATHENAPowerLink® Spotlight
From Scratch
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ietnamese pork meatballs, chicken apple sausage puffs and wild mushroom tarts. The menu sounds more like that of your favorite restaurant than it does your weekly lunch in the conference room. Kim Pearson of Pearson’s Catering is bringing the comforts of home to corporate in the best way she knows — through good food and a lot of heart. Blending the classic with the creative for a unique menu that has garnered an impressive following, Pearson does it all with care: “We were making things from scratch from the very start. It is the only way.”
Kim Pearson
CEO/Executive Chef
Pearson’s Catering
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Words cannot express my gratitude for their time, guidance and friendships. They truly wanted me to succeed. The networking and other women I have met through this opportunity is unmeasurable. I am indebted to The ATHENAPowerLink program. — Kim Pearson
After earning an associate of arts from the University of Central Florida and a bachelor’s in clothing and textiles from Florida State University with a business minor, she followed her heart in a new direction, enrolling in Johnson and Wales University to pursue a culinary career. She catered her first event in 2008. Now she serves up to 500 guests a day at family gatherings, working lunches, cocktail parties, workshops, special presentations and holiday cocktail parties. Even after years of steady growth, Pearson knew there was more to learn. She applied for the ATHENAPowerLink program, designed to help women-owned businesses prosper, and was accepted in 2018. The program put together a panel of local volunteer experts who could help in specific areas of guidance Pearson’s Catering was seeking.
“We needed a strong infrastructure to build the business on,” Pearson said. “We did projections for the year 2018, and they also helped me meet my goals to put in processes and procedures that were not in place prior. When we would meet, we would take a look and see if we had met our financial goals. The truth of our company is in the numbers.” And with a growth rate of 35% in the year since Pearson began working with ATHENA, those numbers are promising. She also obtained certification as a woman-owned business through the Women’s Business Enterprise National Council. Besides investing in her business, she explained, she is investing in herself and her community. The ATHENAPowerLink program helped her stay accountable. “The month between meetings, I had a list of things I needed to accomplish before the next meeting. My thought was, ‘If they are spending their precious time to help me, the least I can do is follow through with the action necessary.” That collaboration has been integral in changes that continue to set Pearson’s apart, including the newest introduction of cooking classes for corporate team building and events. “I finally had the guidance and belief in myself that was needed to make things happen.” P
ATHENAPowerLink® guides women business owners in defining and achieving tangible goals to accelerate growth and profitability. To apply, visit www.athenaorlando.com. i4Biz.com | AUGUST 2019 | 39
Business Spotlight
Al Forbes
Executive Vice President
RUSH Construction Inc.
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Every project is unique and has its own set of challenges. It’s just a matter of working together as a team to overcome these challenges. Anything can be accomplished when you have a wellorganized team and great leadership. — Al Forbes
Creating Legacy
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l Forbes serves as executive vice president of RUSH Construction Inc., a firm with a portfolio of Central Florida projects that includes commercial, medical, marine and aerospace clients, notably NASA and Kennedy Space Center. RUSH was founded 35 years ago and is an employee-owned company. Before coming to RUSH, Forbes’ experience included manager of facility construction at Wuesthoff Health System in Rockledge and project manager at another local construction company, where he was in charge of overseeing the construction of medical and health facilities. After a conversation with William Chivers, the president and CEO of RUSH who has led the company for the past 21 years, Forbes decided to
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make a change and helped spur the evolution of RUSH Construction from a government aerospace/defense contractor into a diversified firm that provides construction services in the medical, commercial and marine industries. As executive vice president, Forbes is involved in all projects, but his specialty and focus is in the medical/commercial divisions. “I enjoy the challenges of starting a health care project from conceptual design through development and how the results positively impact patient care,” he said. He is proud of the way RUSH gives back through various philanthropic initiatives and the firm’s commitment to maintaining an outstanding safety program. P
Defining Success
Tom O'Neal
Tom O’Neal has always been one for seizing the day. “There’s no such thing as a guarantee,” O’Neal recalled, echoing the words of his grandfather, a survivor of the Great Depression. “You just have to get up every day, make your bed, go out there and do what you can.”
SEEING SOMEONE MAKE THE MOST OF THEIR TALENT, AND THE SUCCESS OF OTHERS — THAT IS THE MOST REWARDING.
And he has: From the first company he started at only 18, to his founding of the University of Central Florida Business Incubator Program, to his current status as a champion for innovation and entrepreneurs of every kind, O’Neal hasn’t wasted a second. After earning his Ph.D. in industrial engineering, a master of science in engineering management and a master of business administration from UCF, he earned a bachelor of science in electrical engineering from the University of South Florida. All of that time spent with his head down in the books paid off. Not only did he later become an engineering professor at UCF, he also developed a passion for research and an eye for the commercialization of its developments. As O’Neal continued his experience in academia, it became glaringly obvious to him that Central Florida had every ingredient necessary to become a center of diverse industry — including talent, education, research opportunities and demographic diversity — but it didn’t have a safe space that would help ideas grow. So, in 1991, he founded the UCF business incubator, where “those with a great idea, who didn’t know how to turn it into a business plan, could have a better chance at success,” he said. Since then, O’Neal has dedicated his life to helping entrepreneurs succeed.
— Tom O'Neal
After the success of the incubator program, he began to expand his reach beyond just those starting out with an idea. From his work with VentureLab, which engages children with entrepreneurial education, to GROWFL programs designed to assist secondstage companies and CEOs with growth strategies and a support system, O’Neal and his colleagues have created a network of support for entrepreneurs in Central Florida, whether they be age 5 or 65. Most recently, O’Neal was awarded the CEO Nexus Cup, a trophy recognizing members of the group who have shown outstanding growth and entrepreneurial success. It’s a promising harbinger for O’Neal, who is getting ready for a few new ventures in the next year — one that reinforces the motivation that has seen him through decades of growth. “Seeing someone make the most of their talent, and the success of others,” he explained, “that is the most rewarding.” P
I'D LIKE TO ACKNOWLEDGE AND CELEBRATE TOM'S CONTRIBUTION AND SERVICE SUPPORTING ENTREPRENEURS THROUGHOUT THE ENTIRE BUSINESS ECOSYSTEM IN CENTRAL FLORIDA. — Steve Quello President of CEO Nexus i4Biz.com | AUGUST 2019 | 41
UP CLOSE Adrian Jones With
By Meaghan Branham
Born and raised in England, Adrian Jones has seen a lot of changes in the hospitality industry in his journey to his current role as divisional director of Midway North America for Merlin Entertainments Group, a $6 billion corporation that owns and operates attractions in 25 countries, including The Madame Tussauds and the SEA LIFE Orlando Aquarium on Orlando’s International Drive and LEGOLAND in Winter Haven. His work in entertainment and tourism has taken him all over the world. From his first job at Alton Towers theme park in the United Kingdom, he went on to positions in Las Vegas and Hollywood, and finally found himself in Florida, where he was integral in the 2011 opening of LEGOLAND Florida as general manager. He embraced his new community with open arms and a vision for the future, launching several fruitful partnerships with organizations including Visit Orlando and the Winter Haven Chamber of Commerce. In his latest role with Merlin, which he took on in 2017, he continues to thrive in his adopted community, while still paying homage to his English roots. “My first passion was football, and watching my home team Stoke City. I still play football in the amateur leagues around Orlando,” Jones laughed before admitting: “I refuse to call it soccer.” Here, he talks to i4 Business about his career’s longevity, his adaptability, and why Central Florida is one of a kind. What was your first job, and what did it teach you?
My first job was working seasonally in the catering team at Alton Towers theme park in the UK selling ice creams, donuts — I was very good at donuts — burgers and fried chicken, as well as anything else I was asked to do. These early jobs helped me realize I enjoyed working with people and I had a love of talking and selling to customers. It also made me acutely aware that not everybody I worked with had the same work ethic or the unconditional drive to always give of their best. That was where I had an edge.
What brought you to your work in tourism? And to your first role with The Merlin Entertainments Group? After graduating from Nottingham Trent University, I instantly went back to my catering jobs at Alton Towers and was successful in obtaining a temporary role within the marketing team for a six-week secondment supporting the PR team. Fortunately, I was then asked to stay on permanently and become the events coordinator for the marketing team, my first full-time salaried job.
You have been with Merlin for 30 years. What keeps you motivated and excited about your work? Merlin has incredible brands, people and attractions that bring memorable moments to millions of guests. My various roles have allowed me to meet lots of amazing people in many different places all over the world. This said, my main motivator is still product and people development and watching teams grow. Most of the teams I have worked with over the years have not only developed and grown attractions, but have helped develop people and communities as well. This is hugely motivational and rewarding.
You worked overseas and in Las Vegas and California before your current role. What is unique about Central Florida’s entertainment and tourism industry? What surprised you about Central Florida? It is the people and the collaborative way we work across all aspects of business. Personally, I never felt this was the case in Vegas or L.A. at senior executive levels. Central Florida has so much to be thankful for, but never rests on its laurels and is always looking to have a deeper business base, despite having the greatest tourist attractions in the world on its doorstep.
What kinds of changes have you seen in Central Florida in your time here? The sheer scale of investments in attractions, housing and industry in general has been astounding. Incredible growth has created an accelerated need for considerable infrastructure upgrades to service this demand. It is safe to say that Central Florida has its fair share of “growing pains,” but these are “nice” problems to have. Growing tourism’s economic impact and elected officials willing to collaborate have given our community a firm base to build a greater place to live, work and play.
What do you find most visitors to Central Florida are looking for? Unforgettable moments of family fun that last a lifetime. That sounds like a branding strapline, but this, for me, is at the heart of everything Central Florida has done historically and continues to do. This also underlines why the “family safe, family fun” positioning we have all worked hard to nurture is so precious to protect.
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UP CLOSE
You are very involved in the Winter Haven and Polk County business community. What does that work and the community mean to you? When LEGOLAND Florida was first announced in 2010, we were struck by the warmth of the Winter Haven community almost instantly. We were given the keys to the incredible Cypress Gardens, and we had an obligation to firstly protect them, build LEGOLAND around them and then develop and support the city as it embarked on a fantastic period of growth. We fell in love with the city and its super-friendly and supportive people, including the elected officials, and we were compelled to give back. Serving on the hugely influential Winter Haven Chamber of Commerce for a number of years and supporting the team, led by the brilliant Katie Worthington Decker, as they realized the ambition of gaining a five-star status, was fantastically rewarding. Leading a committee that focused on a new brand positioning for the city, Authenticity Reimagined, was a project I was very proud to have been involved with. It will hopefully continue to guide the area's communication strategies as Winter Haven expands and grows as a community. 44 | AUGUST 2019 | i4Biz.com
Merlin recently agreed to be purchased by a consortium that includes the investment house of LEGO’s founding family, with the goal of taking the company private, as it was before being listed on the London Stock Exchange in 2013. What changes will Central Florida residents and visitors see as a result? Too early to say really and there is not a lot that I can discuss as the sale is still to be finalized. All I can say is that LEGO (Kirkbi) owned a large stake in Merlin before the floatation, were our largest shareholder when we were a publicly traded company and now own us with a majority stake. So business as usual with the same incredible growth!
You serve as the chair of the Visit Orlando board of directors. What does this role mean to you? Being a part of the largest and most professional destination organization in the U.S. is an honor and a privilege, and working alongside the most incredible Visit Orlando team is fantastic. Our volunteer board is made up of so many outstanding professionals, and the Visit Orlando team is respected globally as one of the absolute best. We really are
fortunate to have them representing us around the world.
What are you most excited about for the future? Tourism is still the industry to be working within for me. As we enter a phase where everything revolves around social media and mobile devices, never in history have we more needed to escape the digital bubble, move away from the screens and spend quality time with family and friends creating memories.
What have you learned about leading a team in your time within the company? Integrity and vision are everything. People development and the creation of highly effective, motivated and driven teams are essential. Exciting products and technologies come and go, but people are the lifeblood of what we do in tourism in general, and this is timeless. A clearly defined vision, with motivated, aligned teams, can accomplish anything.
What is the best piece of advice you’ve received? Measure twice, cut once. My dad used this for so many reasons other than cutting wood, to assess a situation carefully before acting. P
Join us October 10, 2019
Central Florida Leadership Forum Powered by Full Sail University, Global Equanimity Advisors and Leadercast Live
Join an exclusive group of leaders and learn how to create individual and organizational health. Register Today go.fullsail.edu/CFLF
Featured Speakers
Andy Stanley
Patrick Lencioni
Dr. Caroline Leaf
Carla Harris
Leadership Author & Communicator
Best-Selling Author and
Communication Pathologist & Cognitive Neuroscientist
Vice Chairman & Managing Director, Morgan Stanley
Founder, The Table Group
Ginger Hardage
Juliet Funt
Gayle King
Former Senior VP of Culture & Communications, Southwest Airlines
CEO, WhiteSpace at Work
Co-Host, CBS This Morning & Editor-at-Large, O, the Oprah Magazine
Full Sail University
3300 University Blvd,
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Winter Park, FL 32792
Best Practice
Leadership Leadership Skills Go a Long Way on Any Playing Field As I write this article, the USA women’s soccer team is walking the streets of New York City in a parade that celebrates its win of the 2019 Women’s World Cup. This is the fourth world title for the team, and there have only been eight Women’s World Cup competitions in history.
Romaine Seguin is president of UPS Global Freight Forwarding, based in Atlanta. She can be reached at rseguin@ups.com.
"
No person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be subjected to discrimination under any education program or activity receiving federal financial assistance. — Title IX civil rights legislation passed in 1972
46 | AUGUST 2019 | i4Biz.com
From the very first game on June 11 to the final match on July 7, people of all ages, both female and male, watched the USA team take the pitch. More than 14 million Americans tuned in to watch the final match. What a magical moment when the whistle blew for the ending score of 2-0 against the Netherlands. What leadership skills can we take from this team to transfer to our children, employees and communities? I’ve thought of four: 1. Understand and articulate your mission. The USA players knew their mission was to win the 2019 World Cup. The team won its first match of the grouping stage, beating Thailand 13-0. Afterward, there was debate over why the team ran up the score and celebrated each goal as if it were the
game winner. The mission was to come out of the pool play as a No. 1 seed. If there are two teams tied in the number of wins, then goal differentiation is the deciding factor to determine the top seed. Goal differentiation is the math for total goals scored minus total goals allowed. 2. Stay laser-focused. Crowds of adoring fans followed the players from city to city. There also was a great amount of media surrounding the team. Statements continued to be made about the goal scoring, and some reports criticized forward Alex Morgan for her demonstration of how to sip a cup of tea after she scored a goal against England. Instead of letting either the adulation or the criticism throw them off course, the players stayed focused on their mission. 3. Give your best performance every time. The USA team executed. This is the hardest leadership skill to master because it’s sometimes tempting to cruise on your past successes. In the World Cup tournament, all of the teams practiced over and over, whether it
was corner kicks, dribbling, two-on-one routines or penalty shots. The USA team did not miss a penalty shot in the semifinals. England, on the other hand, missed a critical penalty shot in its game against the USA, and that was the difference in the match. Kicking a penalty shot is all about mental focus. It looks so easy, but those who have played soccer know it is not. What are the keys to execution? • Be in the best shape from a mental, emotional and physical perspective. • Make sure everyone knows the game plan. • Be prepared for the game plan to change during a match. • Never leave anything on the field. Give 150 percent. 4. Engage in teamwork and celebrate together as one. When you have a team full of superstars, it is human nature for someone to want to be singled out as the best player. You did not witness that during the World Cup. When one person on the USA team scored, or when the team won a game, all of the players celebrated together. The validation of their all-for-one spirit was evident on July 10 at this year’s ESPY Awards, which celebrate team and individual athletic performance. The squad won for Best Team. As I have been working through this week with quarter two results and preparing responses for the earnings call next week, I reflect back on the USA team’s achievements. The accomplishment of these players inspires my confidence to finish out the year very strong by using these leadership skills. When the World Cup came to an end in Lyon, France, it was bittersweet for me. It was so exciting to watch those leadership skills in action, and now the tournament is over, but Team USA came home with the World Cup. I want to leave you with one final thought. I wrote about Title IX several months ago. This groundbreaking civil rights legislation passed in 1972 said: “"No person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be subjected to discrimination under any education program or activity receiving federal financial assistance.” It paved the way for female high school athletes to receive the same types of opportunities as their male counterparts, including funded sports programs and college scholarships. In 1972, there were only 700 high school females playing soccer. Fast-forward to today, and that number was 390,483 as of 2018. Title IX influenced an increase of 17,000%. I’m sure the USA Women’s Soccer team will influence another major increase. Now that is progress! P
i4Biz.com | AUGUST 2019 | 47
Best Practice
Marketing Defining Your Organization’s Brand in 6 Questions
Cherise Czaban
is the publisher and CEO of i4 Business. She can be reached at cherise@i4biz.com.
There is so much emphasis on defining your brand in marketing today. Articles, books and websites often share advice under the assumption that a clear brand identity is already established — and that knowing who you are and how to clearly communicate that should come naturally and immediately. As is often the case, the truth is not so simple. Defining, communicating and maintaining your brand identity requires hard work and presence of mind. There are so many moving pieces making up your brand: your values, your employee culture, your voice, your web presence, your style, your tone, your story. Synthesizing all of your brand elements requires simplifying them to their core. The secret to getting those answers, of course, is to ask yourself the right questions:
What is the problem we are solving?
This question will probably be the easiest for you to answer. After all, when your organization was founded, it was in response to a need that could be filled: a gap in the market, maybe, or a problem potential customers had encountered. When you boil it down, what do you do for your customers or clients?
How are we different?
Once you have a clear answer for what your organization does, the next step is defining what sets it apart. Chances are you have competitors fulfilling the same need your organization addresses, so you need to understand how you bring your unique perspective to the market. This might be customer service, your story, ancillary services, follow-up processes, industry experience or other defining qualities.
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If people believe they share values with a company, they will stay loyal to the brand. — Howard Schultz, CEO of Starbucks
i4Biz.com | AUGUST 2019 | 48
The West Orange ChamberÂ’s
Who is our audience?
Knowing who you want to receive your organization’s message is key to determining how you will communicate with them. Think about your ideal client profile, or the customer or client who will benefit most from the services or products your organization provides. Examine your current customer base and that of your competition through surveys or studies. Once you determine this, you can begin to work on what kinds of messages they are looking for and where they are spending their time, which are key components of your marketing strategy.
Steps for SUCCESS Become a West Orange Chamber Member
What inspires us and what are our values?
This question is all about the heart of your brand. While logic and numbers are effective for part of your strategy, a real and lasting connection with a loyal audience can be sustained only when you prioritize heart and soul as well. Telling your story honestly, living by the values you establish for your organization, and communicating all of that to your audience is a powerful way to create a more sustainable company culture and brand image. This helps you engage and inspire your audience to work with you.
What is our voice?
Just as tone and voice matters when communicating face to face, it also matters when your organization is communicating on a larger scale. Decide what kind of style you would like to adopt for your corporate communications. Is it educational and informative? Entertaining and lighthearted? This will depend on your products and services, and on the subject matter of your messaging, but determining your tone and style can make it easier to map out your presence in the market and keep it consistent.
Seize the Opportunities Get Results Repeat Daily
What are our goals?
As you grow alongside and within the market, seeing the forest through the trees can get difficult. Remembering where you are going is the only way to get there, so make a point to define your goals for yourself, your organization and your culture. Check in with these often to determine how far you have moved toward them. Not only will this encourage accountability, but it will help you get an idea of what parts of your strategy are moving you closer to those goals and which are moving you further away, allowing you to adjust accordingly. Before you build your strategy, get to know who you are as an organization and who you want to be. As you continue to develop your campaigns and grow your organization, check in often with these questions. It will lead to more self-assuredness, more accountability and a clearer understanding of how your audience perceives you. P
Facilitating Opportunity for Over 45 Years
(407) 656-1304 wochamber.com Dr. Phillips | Gotha | Horizon West | Lake Avalon MetroWest | Oakland | Ocoee | Orlo Vista Pine Hills | Windermere | Winter Garden i4Biz.com | AUGUST 2019 | 49
Best Practice
Business Continuity How to Prepare Your Business for the Next Hurricane
Daniel Cohen-Dumani
is a partner and market leader with Withum Digital. Withum is a forward-thinking, technology-driven advisory and accounting firm, committed to helping clients be more profitable, efficient and productive in the modern business landscape. Visit www.withum.com.
Does your business have a plan in place to ensure that your operations will continue in the event of a disaster? Natural disasters, like hurricanes, can cause devastating and costly damage to communities and businesses around the globe. It is oftentimes only after a disaster strikes that management begins to think about a hurricane plan. Now is the time to ensure you have taken all the steps needed to prepare your business.
Tips for a Business Continuity Plan
Having a strong business continuity plan in place helps maintain your company’s productivity and protect its future in the event of a system failure, loss of access or a natural disaster. Without such a plan, these disruptions could prove devastating. We’ve identified three vulnerabilities businesses encounter during an emergency: 1.
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By failing to prepare, you are preparing to fail. — Benjamin Franklin
50 | AUGUST 2019 | i4Biz.com
You aren’t able to get in touch with your employees. Most organizations are so reliant on email that if your mail server goes down, it disrupts your business and hurts productivity.
2. You can’t respond to customer demands. Your customers have come
to expect 24/7 responsiveness, even during an emergency. 3. You’re unable to maintain basic functions. These include paying your bills, processing payroll for your employees and generating revenues, and a stoppage in any of these areas can have dramatic implications. With those issues in mind, consider these tips for maintaining productivity and business continuity in the event of a disaster or system failure: •
Develop procedures to ensure critical business functions are covered. The main goal is to allow your organization to continue functioning in the event of an emergency. That means preparing contingency plans for restoring email, voicemail and other systems that are involved in revenue generation and operations.
•
Test your disaster preparations. Many organizations plan for disasters but never test the safeguards they put in place, and that places the entire organization at risk. If you never test your data backup system, for example,
you risk finding out that it doesn’t work when you need it. Schedule regular testing for your backups and disaster simulations to make sure your plans are viable. •
Protect your documents and ensure data security is in place. The first step in safeguarding documents is to determine which records are the most vital. Are they important to running the business (legal or operational)? Are they required by regulatory agencies? Are they available remotely? Can they be recreated? Many documents can be recovered or regenerated, but that could end up being a lengthy process. To prevent the loss of information, time and effort, proper storage of important documents is essential. Off-site physical servers, cloud and electronic storage are the most common methods of secure storage. Internal protection options include fire and waterproof safes and water-resistant formats such as CDs. Whatever on-site options are chosen, store documents away from ground levels and fire sprinklers.
•
Move your critical systems into the cloud. In an emergency, cloud computing provides tremendous advantages and cost savings, especially for small- and medium-sized businesses. In the past, continuity planning was only for businesses that could afford the expense of a second data center, but cloud computing makes it affordable for any business, and the cost is falling year over year. Another advantage the cloud offers is dispersed geographic computing. This minimizes the impact of regional service interruptions and system failures on your business and productivity. Since the cloud provides a highly scalable platform, with the ability to turn resources on and off as required, your system easily scales up in the event of an emergency to accommodate increased demand from employees and customers.
In terms of disaster recovery, the Microsoft Azure cloud platform is constantly evolving, with new features released almost quarterly. Recently, Microsoft introduced a geographic failover feature: If one of its cloud computing data centers is hit by an emergency, the data has been automatically replicated at another facility in a different region, providing a reliable infrastructure for disaster recovery. In today’s connected world, more content is generated than ever before, and the digitization of our economy has led to significant productivity gains. Businesses of all kinds and sizes rely on digital technology like Microsoft Office 365 for communication and operations, and their customers expect 24/7 responsiveness. It is more important than ever to have a planning roadmap for maintaining that digital connection and infrastructure at all times, especially during an emergency. With appropriate planning, a business can maximize response and possibly minimize damage as well as ensure the business, owners and clients are back to normal as quickly as possible. P
East Orlando Chamber Tuesday, August 27, 2019 5:00-8:00 PM
E X PO SPON SPONSORED BY
Just $10 per ticket to attend the Best Business Expo Around! Register Today at EOCC.org or call 407-277-5951 DoubleTree by Hilton Orlando 5555 Hazelton National Dr. Orlando, FL 32812
i4Biz.com | AUGUST 2019 | 51
Best Practice
Communication 5 Tips for Building Deeper Relationships
Alyse Quinn
is partnership director and co-founder of Big.Vision, an award-winning, full-service brand solutions company that combines strategic insights, experiential design and digital technology to create value for its partners.
Building deep, authentic and lasting relationships is not only part of my job, it’s part of my personal life mission. I believe the more you support those around you, the bigger the impact you can make together. If you intentionally seek to serve and connect with others, your efforts will be rewarded with lasting relationships. Building deeper relationships means going beyond the transaction of doing business. It means focusing on the people around you and treating each person you meet as the most important person in the room. We can all build deeper relationships. Here are a few of my tips: 1.
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Personal relationships are the fertile soil from which all advancement, all success, all achievement in real life grows. — Ben Stein
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Serving is the new selling. Put others’ interests above your own by offering something before asking for something. Give generously without expecting reciprocity — and it doesn’t have to be something material.
You can give generously by being inclusive. Introduce them to people they might benefit by knowing, or to an organization with a mission or cause they may be passionate about, or connect them with opportunities that will help advance their goals. Don’t try to focus on what they can do for you. Keep your focus on what you can do for them, and do more than they expect. Taking that extra step moves a mundane interaction into a memorable experience and a thriving new relationship. For example, when you meet people who just moved to town, invite them to attend a networking event with you and connect them with some of your contacts. We all had someone help us plant our professional roots, so pay it forward to the next newcomer you meet.
2. Make memories together. The majority of the magic happens after the first few interactions. The follow-up can often be the touchpoint that creates commonalities and long-lasting connections. Even if you have a great initial interaction with someone, keep in touch and draw back on those first few positive interactions, especially if you shared a memorable moment. For example, I’ve been trying to build a more meaningful relationship with a particular person. A few weeks ago, we were working on a photo shoot together, and leaving the filming site we ran into the lead drummer of a famous classic rock band. We snapped a picture with him and had a good laugh about it. After the experience, we continued to enjoy that memory we’d made together. Capture moments like these as they happen and make the most of them. 3. Go with your gut. We all have those few contacts who always give us good energy when we’re around them. It’s not a science, just a gut feeling, and you’re noticing it for a reason. When you get good vibes from someone, it’s usually a good sign that there’s a lot of ground there for building a deeper relationship. Take advantage of this unspoken connection by asking them out for coffee or lunch. Capture these golden moments while you can and ride on the good energy. We all want to be recognized and pursued. Show people you’re interested in getting to know them. It’s usually well-received and appreciated. 4. Understand, then be understood. Encourage people to talk about themselves and make sure they do a great deal of the talking in the conversation. We all want to be understood, appreciated and encouraged. Always think in terms of the other person’s point of view. You can make a better friend in two minutes by becoming interested in other people than you can in two years by trying to get the other person to be interested in you. When you’re getting to know someone, don’t focus the conversation on the ways you differ. Zone in on the ways you’re similar. The more common ground you can build, the better the foundation for the relationship. 5. You’re better together. Strengthen your relationships beyond business by helping others tap into their passion for their community. Some of my deepest and strongest relationships have been built while we were serving our community together. Serving with others kindles joy, and when you engage in a mutual passion and find purpose beyond profit, relationships are strengthened. Plus, when you serve your community together, you’re improving life for others and, in turn, improving the world. P
DID YOU KNOW
The audience for print and digital magazines increased by 3.3 million adults from 2016 to 2017.
65% of readers take action after seeing a print magazine ad
Source: MPA – The Association of Magazine Media
i4Biz.com | AUGUST 2019 | 53
Social Entrepreneur
Dress for Success Greater Orlando Board President Renita Hunt works with former client Shirley Williams at an event at Talbots in Winter Park.
DRESS FOR SUCCESS Building a Strong Community, One Suit at a Time By Lauren Sedam
M
any women can relate — standing in front of the closet wondering what to wear to an important meeting, event or interview.
While there are many organizations in Central Florida dedicated to providing resources for people while they are unemployed and preparing them for the job hunt, few address how job hunters feel. Enter Dress for Success.
For women searching for a job, however, the experience can be that much more intimidating. Without a job, how is she supposed to afford the suit that will make a good impression? Without the suit, how is she supposed to land the job?
The local affiliate of the worldwide brand has been doing just that from its Winter Park boutique for 18 years, working with women to make them see beyond the label of unemployed when they look in the mirror. The impact it has on Central Florida goes way beyond fashion.
It’s deeper than the clothes. It’s about confidence.
“At Dress for Success Greater Orlando, we go beyond the suit,” said Renita Hunt, board president of the local affiliate.
54 | AUGUST 2019 | i4Biz.com
[ FUN FACT ] The local leisure and hospitality sector grew jobs by 3.1% in 2018....
Social Entrepreneur “When women feel empowered and find success, they take their whole community with them.”
Renita Hunt, Kate Harris Jay and Victoria Brantley
Support for a Career
Dress for Success itself has humble beginnings. The organization was started in 1996 when law student Nancy Lublin received a $5,000 inheritance and founded Dress for Success in the basement of a church in Harlem. It has since grown into a worldwide force with 150 affiliates in 30 countries, but the mission has remained the same: to empower women to achieve economic independence by providing a network of support, professional attire and the development tools to help them thrive in work and in life. Dress for Success Greater Orlando has been carrying out that mission since 2001. The premise is simple. A woman is referred to Dress for Success Greater Orlando by one of many community partners, such as Jobs Partnership, Harbor House or Goodwill. She makes an appointment. When she arrives at the boutique, she is greeted by a personal shopper who learns what kind of job she is looking for and how she would describe her style. For the next hour, they work together to pull pieces, trying and adjusting, just like in a high-end department store. Each client leaves armed with a full outfit, including shoes, accessories and often makeup and toiletries.
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At Dress for Success Greater Orlando, we go beyond the suit. — Renita Hunt
still suiting ladies, but we’ve shifted our focus.” Indeed, all of Orlando’s business community feels these effects. As of May 2019, the national unemployment rate was low at just 3.6 percent. Florida’s was even lower at 3.4 percent. Hunt said that means the organization has begun working harder to help women reach the next stage of their careers.
A Powerful Ripple Effect
Victoria Brantley knows what Dress for Success is all about — because she’s a success story.
A single mom finishing up her degree, she had an interview for an internship with Orange County Corrections. She was referred to Dress for Success Greater Orlando, and when she left the boutique, she had a full suit, accessories and shoes. She landed the position and stayed on, working there for five years before moving on to another community organization. She also earned the title Ms. Orlando Florida in the Ms./ Mrs. Corporate America pageant. And
“Clients almost always come in nervous, but our boutique volunteers work magic,” Hunt said. “They know exactly what pieces to pull for each lady. But more than that, they know how to make her feel seen.” When a client lands a job, she can come back for a week’s worth of clothing. Dress for Success Greater Orlando is entirely volunteer-run, with the exception of a part-time administrator. The organization operates out of a portable on the Winter Park Campus of Orange Technical College. While the organization aims to serve 500 women a year, Hunt said that has changed with the job market. “When unemployment was high a few years ago, we couldn’t get enough donations, and we couldn’t suit women fast enough,” Hunt said. “Now, we’re
Dress for Success Greater Orlando operates its boutique from a portable on the campus of Orange Technical College in Winter Park.
....and that growth created 8,100 new jobs in the region.
i4Biz.com | AUGUST 2019 | 55
Social Entrepreneur
Clients of Dress for Success Greater Orlando take part in a programming session in partnership with Microsoft at the Mall at Millenia.
Volunteers
she didn’t stop there. Brantley came back to Dress for Success to serve as a client ambassador and later joined the volunteer board for programming. “I consider Dress for Success the mother of my career,” Brantley said. “I want to be able to give back some of what the organization gave me: confidence, support and the skills to take the next step.” One way Brantley and Dress for Success Greater Orlando does that is through programming. After the suiting, clients are invited to take part in a number of programming sessions, from speakers on finances and developing a personal brand to partnerships with Microsoft on how to best use LinkedIn. Clients range from women getting out of prison to single moms to women escaping domestic violence to older 56 | AUGUST 2019 | i4Biz.com
women who want to get back into the workforce, Hunt said. Dress for Success Greater Orlando aims to help them in their current situation and stay with them through the next phase in their careers. The organization hopes to do even more soon. Dress for Success Greater Orlando is looking for more space in Central Florida for an expanded boutique, and the organization would like to add to its board, particularly through a hired executive director, so it can take the next step. “We want to serve even more women in Central Florida,” Hunt said. “We deal in confidence, and it’s huge. We see it on the faces of our clients every day. We want to be able to provide them career services that are even more impactful and truly build a powerful network. Like our clients, we’re dreaming big.”
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We deal in confidence, and it’s huge. We see it on the faces of our clients every day. — Renita Hunt
It’s important, Hunt said, because statistics show that for every woman empowered, she brings as many as six people along with her — whether that’s sons, daughters, partners or parents. It’s a ripple effect that touches the entire community. “When we build strong women, we build strong families,” Hunt said. “When we build strong families, we have strong communities. When we have strong communities, we’re all better. That’s success to us.” P
[ FUN FACT ] Walt Disney World is the largest single-site employer in the U.S. with 70,000.
Aug. 23 – Sept. 30
Three-course, prix-fixe dinner menu for just
$35
per person.
View menus and make reservations at
OrlandoMagicalDining.com Savor and Share! Post photos using #MagicalDining. /VisitOrlando
@VisitOrlando
@VisitOrlando
Downtime
Unique experiences for your day off LAKE BUENA VISTA The Boathouse At Disney Springs For a relaxing nautical-themed getaway that feels like stepping back in time, The Boathouse offers a waterfront dining and entertainment experience in the heart of Disney Springs. The restaurant features a gourmet menu that includes fresh seafood, a raw bar, steaks and chops. A boardwalk takes visitors to an outdoor bar and dockside seating that features floating artwork: dream boats from the 1930s, ’40s and ’50s. Guests can also take a captain-guided tour of Lake Buena Vista aboard amphibious autos called Amphicars. Shoppers will find authentic nautical merchandise in The Ship’s Store.
www.theboathouseorlando.com
ORLANDO Rising Star at Universal CityWalk People who love the thrill of karaoke or the warmth of the spotlight can find kindred spirits at Rising Star, a bar and entertainment venue at Universal CityWalk. Perform on a professional stage with backup singers and a live band Tuesday through Saturday evenings, or with recorded tracks on Sundays and Mondays. A nightly host keeps the party going as guests create a one-of-a-kind show.
bit.ly/2YfFJIJ
Follow us on Facebook and share some of your favorite local places to visit: @i4biz.com 58 | AUGUST 2019 | i4Biz.com
[ FUN FACT ] All 9 of Orlando’s theme parks host unique Halloween events ...
Downtime
ORLANDO Discovery Cove at SeaWorld One-on-one dolphin encounters allow guests to get nose to bottlenose in the water with some of Discovery Cove’s residents. The signature dolphin swim experience is guided by animal care specialists who teach guests about dolphin habits, behaviors, communication abilities and personalities. The experience includes a personal swim and a dorsal fin tow back to the group, and guests can choose between shallow or deeper water. The attraction was recently designated a Certified Autism Center to offer specialized services to guests with autism through a partnership with The International Board of Credentialing and Continuing Education Standards.
www.discoverycove.com
LAKE BUENA VISTA Segway Tour in Disney’s Fort Wilderness Take a “Wilderness Back Trail Adventure” at Disney’s Fort Wilderness Resort and Campground aboard a Segway x2 personal transporter. The x2 features deeply treaded tires and higher ground clearance than other Segway models to provide a smooth, stable ride through trail-like terrain. Following a training session, guests can take the Segways along the backwoods trails through the resort, but only if they’re 16 or older. A two-hour tour is available on Tuesdays, Fridays and Saturdays.
bit.ly/2GuGJTt
SANFORD Central Florida Zoo For a wild day, visit with some of the rarest and most endangered species on the planet at the Central Florida Zoo. Located along Lake Monroe, the nonprofit operation is home to more than 350 animals representing more than 100 species, from scorpions to giraffes to the endangered Indian rhinocerous. Stroll through the gardens to see unique and native plants, visit the butterfly garden, zip line on an aerial adventure or cool off at the Wharton Smith Tropical Splash Ground. The zoo hosts more than 100,000 children a year through its community programs.
www.centralfloridazoo.org
....making Orlando the Halloween Vacation Capital® of the world.
i4Biz.com | AUGUST 2019 | 59
Business Seen
ORLANDO 2026 WORLD CUP PURSUIT PARTNERS A series of events on June 20 celebrated Orlando’s role in World Cup Soccer. The Orlando 2026 World Cup Pursuit Partners and GrayRobinson hosted a luncheon celebrating the 25th anniversary of the 1994 FIFA World Cup in Orlando and featuring a panel. A watch party that afternoon in downtown Orlando celebrated the U.S. women’s national team’s match against Sweden on its way to winning the 2019 FIFA World Cup. That evening, a VIP celebration was held at the Cheyenne Saloon on Church Street. Photography by Gary Bassing, GO Sports
Crowd cheering at Lion’s Pride during the watch party
Orlando Pride players signing autographs during the watch party: Dani Weatherholt, Bridget Callahan and Carson Pickett
Chris Carmody welcomes guests for the GrayRobinson luncheon
Panel discussion during the luncheon, featuring key leadership from the 1994 World Cup: Abe Madkours (moderator), Marla Messing, Alan Rothenberg, Joanie Schirm and Ross Berlin
GO26 jerseys provided by the Orlando World Cup 2026 Pursuit Partners for Abe Madkours, Marla Messing, Alan Rothenberg, Joanie Schirm, Ross Berlin, Chris Carmody, Jason Siegel
Orlando Mayor Buddy Dyer proclaims June 20, 2019, as Joanie Schirm Day in the City of Orlando
60 | AUGUST 2019 | i4Biz.com
Business Seen
VIP Celebration at Cheyenne Saloon: Alan Rothenberg, Marla Messing, Joanie Schirm, Ross Berlin and moderator George Diaz
Former Orlando Mayor Glenda Hood, Orlando Mayor Buddy Dyer and Orange County Mayor Jerry Demings
GO26 jerseys with Alex LeitĂŁo, Mayor Dyer, Mayor Hood, Mayor Demings, Jason Siegel
Congratulations to the USA Women's Soccer Team on their back-to-back World Cup
Greater Orlando Sports Commission CEO Jason Siegel
i4Biz.com | AUGUST 2019 | 61
Business Seen
HATS OFF TO SUCCESS LUNCHEON Dress for Success Greater Orlando held its annual women empowerment awards luncheon, Hats Off to Success, on June 26, 2019, at Second Harvest Food Bank. The organization honored nine women, including six who are living out the organization’s mission in the community and three volunteers. Hats Off to Success is one of the nonprofit’s biggest fundraising events of the year, and proceeds help women in the community enter the workforce or further their careers.
2019 honorees Vanessa Echols, Karen Keene, Lauren Sedam, Renita Hunt, Josie Marston, Dr. Stacia Pierce and Sandra Morales, with Marcia Goodwin Hope (board chair)
Virginia Hargreaves (board chair) and Melissa Collier (event co-chair)
Allison Walker Torres (emcee)
Cheyenne McGregor (client ambassador)
Cathy Rodgers (event co-chair), Melissa Collier (event co-chair), Renita Hunt (board president) and Selena Hutchenson (volunteer director)
Renita Hunt and Mimi Coenen accepting award on behalf of Pamela Nabors
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[ FUN FACT ] Orlando is home to the largest Four Seasons in North America ...
Business Seen
Title sponsor the Adecco Group
Volunteers from BNY Mellon
Sponsor Siracusa Staffing & Leasing LLC
Guest enjoy the luncheon
ARE YOU A BUSINESS HERO? EVERY HERO NEEDS A
- GRAPHIC DESIGN - WEB DESIGN
SIDEKICK - SOCIAL MEDIA MANAGEMENT
- marketing - recruiting
Working behind the scenes to make you look good!
sidekickcreations.com | 321.704.2393 ....It is also home to the world's largest Hard Rock Café.
i4Biz.com | AUGUST 2019 | 63
Watercooler
Stuff you didn’t know you wanted to know
Top 100
$4.6 trillion
200 tons
Ranking of the only two Central Florida restaurants on the OpenTable app’s annual list of best places in America to spend a night out: The Boathouse and Raglan Road, both in Disney Springs
Predicted total value of goods and services produced in Florida by 2049.
Amount of concrete Orlando Utilities Commission donated to be used for revitalizing marine ecosystems off the coast of Southeast Florida.
Source: Sean Snaith, University of Central Florida Institute for Economic Forecasting
IT WENT SO
“When I board a plane, and everyone SMOOTHLY THAT else is putting their FEW OF THE luggage away and OTHER ROAD USERS settling in, I’m wondering what REALIZED THEY type of plane it WERE A PART OF is and how fast it will go.” MAKING HISTORY. — Deidra Toye, owner and CEO of AeroStar Training Services, based at Kissimmee Gateway Airport Source: Orlando Economic Partnership
— Stefan Seltz Axmacher, CEO of San Francisco-based Starsky Robotics, after testing autonomous truck technology on Florida’s Turnpike in June. Source: Orlando Sentinel
“Like most businesses today, we’re on a journey. It’s not like you can just flip a switch and then suddenly everyone is entrepreneurial. So it’s about making that transition from a framework with certain expectations to a culture where you’re now saying, ‘OK, I’m now running this as if it’s my own business.’” — Tim Holt, chief operating officer of Siemens Gas and Power, explaining how a 170-year-old global technology giant like Siemens and its individual businesses compete with small, innovative companies in a legacy industry. Source: Chief Executive magazine
$1 million Revenue for 2018-19 season at the Opera Orlando, a milestone accomplished for the first time. Source: Orlando Sentinel
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“This is an opportunity to maximize our ability to cover the biggest story of our lives — the threat of climate change.” — Julie Anderson, editor-in-chief of the Orlando Sentinel and South Florida Sun Sentinel, in a statement announcing that the largest daily news outlets in the state are collaborating to form The Florida Climate Reporting Network, sharing stories about rising seas and other effects on Florida.
16.8% Growth in international traffic at Orlando International Airport since 2018. Source: Visit Orlando
[ FUN FACT ] Future conventions already booked in Orlando represent $3.93 billion in impact.
© 2015 Southwest Airlines Co.
Without a Heart, it’s just a machine. So in 1971, a little Heart built a different kind of airline—one that made sure everyone could fly. Everyone has important places to go. So we invented low-fares to help them get there. To us, you’re not 1A or 17B. You’re a person with a name, like Steve. Here, we think everyone deserves to feel special, no matter where you sit or how much you fly. And with all the places we’re going next, we’ll always put you first, because our love of People is still our most powerful fuel. Some say we do things differently. We say, why would we do things any other way? Without a Heart, it’s just a machine.
