i4 Business Magazine's Business Leaders of the Year 2020 by i4 Business Magazine

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BEV SEAY

UCF BOARD OF TRUSTEES

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#MeetingSafel y Today for a Stronger Tomorrow Top 1

5 Reasons

RECOVERY & RESILIENCY GUIDELINES

The OCCC is the first to release data-driven guidelines to provide a framework to prevent risk and protect clients, guests and attendees.

REGIONAL READINESS

Through the Orange County Economic Task Force, Central Florida has launched a measured, careful and safe approach to Orlandoâ&#x20AC;&#x2122;s reopening.

PROVEN HEALTH SAFETY

The OCCC successfully hosted the Amateur Athletic Union Junior National Volleyball Championships, Together Again Expo and the Florida Wedding Expo with no reported illnesses or cases.

To Book at the Center of Hospitality

MEDICAL CONCIERGE PROGRAM

The first of its kind, Orlando Health provides personalized medical services and resources to groups holding events at the OCCC through 2020.

GLOBAL BIORISK ADVISORY COUNCIL STAR ACCREDITATION

The OCCC maintains a comprehensive cleaning, disinfection and infectious diseases prevention program to control and minimize risk.

Orlando

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CONTENTS BUSINESS LEADERS OF THE YEAR HONOREES

UCF Board of Trustees Business Leader of the Year

Garry Jones

Alex Martins

Sandra Fatmi-Hall

Lourdes Mola

Tony Jenkins

Jason Eichenholz

Pamela Landwirth

Sarah Grafton

Full Sail University The Arts

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Orlando Magic Economic Development United Foundation of Central Florida Education/Workforce Development Lourdes Mola Solutions Entrepreneurship

Charting a New Course

Investing in the Future

Bonds That Strengthen, Ties That Bind

Newland Associates Guides Workforce Through Choppy Waters RedTeam Continues Growth With Its Commercial Construction Software

Luminar Technologies Industry Give Kids The World Village Nonprofit Grafton Wealth Solutions Professional Services

Alex Leitao

Chris Jaskiewicz

Orlando City Soccer Club Sports and Entertainment

REDTEAM: Investing in the Future

SIGNS OF THE TIMES: Summerlin Avenue

UP CLOSE WITH Jan Edwards

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BEV SEAY

UCF BOARD OF TRUSTEES

ON THE COVER Bev Seay Photography by Julie Fletcher

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How Nelson Mullins Became Orlando’s Trusted M&A Counsel

PARTNER SPOTLIGHTS

ICON Park Tourism

Florida Blue Health and Wellness

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SPECIAL FINANCE SECTION

Bev Seay

THE BUSINESS OF SPORTS: Tampa Bay Buccaneers

INSIDE⊲⊲ NOVEMBER/DECEMBER 2020

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Doug Foreman & Tina Craft

Michael Hardison & Bill Reidy

Robert Agrusa & Bill ‘Roto’ Reuter

Fringe Benefit Plans

Sustainable Solar Meets Sustainable Sales

Partnering For Growth

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BEST PRACTICE Guest Expert Columns

LEADERSHIP

INDUSTRY INSIGHT

Defining Your Role in Relationship to Your ‘Why’

The Business of Art

Dr. Phillips Center Reimagines Entertainment in a Pandemic

Romaine Seguin | UPS Global Freight Forwarding

MARKETING

How to Get More Earned Media Coverage For Your Brand Meaghan Branham | i4 Business

FINANCE

Get ‘Paid’ to Innovate: Claim Federal R&D Tax Incentives Denise Merritt | Merritt Business Solutions

The Business of Sports

Tampa Bay Buccaneers: Listen Up Orlando

The Business of Real Estate

The Business of Nonprofit

Could Our Future Honor Our History?

Generating Revenue Through Charitable Giving

DEPARTMENTS Up Close With

Jan Edwards BUSINESS SEEN

Gateway Orlando District Welcome

Pepsi Stronger Together at Harbor House

From the Editor and Publisher

Business Briefs

Signs of the Times

Downtime

Watercooler

Summerlin Avenue

Unique Experiences for Your Day Off

Stuff You Didn’t Know You Wanted to Know

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Promoting the Spirit of Entrepreneurship

SPOTLIGHTING HEALTH CARE PROFESSIONALS Central Florida’s health care professionals are making vital contributions to our community. In our January/February issue, i4 Business will spotlight your stories: who you are, what you do, and what the future holds. In telling each of your stories, we build your relationship with our audience and get closer to the heart of what makes our community one of a kind.

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EDITOR AND PUBLISHER Diane Sears MANAGING EDITOR Meaghan Branham COPY EDITORS Susan Howard, APR Terry Godbey DIRECTOR OF ENCOURAGEMENT Donna Duda PHOTOGRAPHY DIRECTOR Julie Fletcher ART DIRECTOR Tanya Mutton - Sidekick Creations CONTRIBUTORS Meaghan Branham, Terry Godbey, Key Howard, Keith Landry, Shelley Lauten, Denise Merritt, Diane Sears, Romaine Seguin, Mary Shanklin, Jason Siegel DIRECTOR OF BUSINESS DEVELOPMENT Keith Landry Keith@i4biz.com

i4 Business is a participating member of:

Each profile will be: • Published in our print and digital editions of i4 Business • Published on i4biz.com • Shared on our social media channels • Spotlighted in our Special Sections newsletter

Coming January 2021!

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i4 Business Advisory Board This Month's Featured Advisory Board Members

Thank You Weâ&#x20AC;&#x2122;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. Judi Awsumb, Awsumb Enterprises Becca Bides, Visit Orlando Jim Bowie, University of Florida Incubator Program Jackie Brito, HR Asset Partners 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 Susan Fernandez, Dignitas Technologies Lena Graham-Morris, HORUS Construction Mark Allen Hayes, Stockworth Realty Group Gwen Hewitt, United Negro College Fund Vicki Jaramillo, Orlando International Airport Shelley Lauten, Consultant Chris Leggett, Central Florida International Trade Office Yolanda Londono, Harvard Group International Catherine Losey, Losey PLLC law firm Laureen Martinez, Orlando Economic Partnership Yog Melwani, Align Commercial Real Estate and Indian American Chamber of Commerce Davia Moss, Next Horizon Hope Edwards Newsome, Triloma Financial Group Rob Panepinto, Florentine Strategies Bill Reidy, PWRhouse Consulting Jerry Ross, National Entrepreneur Center Romaine Seguin, UPS Global Freight Forwarding Jason Siegel, Greater Orlando Sports Commission Mary Shanklin, Fifth Estate Media Marni Spence, CLA (CliftonLarsonAllen) Robert Utsey, Consultant

Rob Panepinto Rob Panepinto is president of Florentine Strategies, which provides strategic consulting and investment capital for early-stage companies. He is also the CEO of Entrepreneurs in Action, managing a local social venture fund. Panepinto is a senior strategic advisor and director of the Downtown Innovation District for the University of Central Florida. Previously, he was part of the founding executive team for Connextions, helping it grow from a small manufacturing company to an innovative health care technology/services organization with more than 5,000 employees. Panepinto is chairman of the Rally Social Enterprise Accelerator and past chair of the Central Florida Foundation.

Mary Shanklin Recognizing the disruption in newspapers, veteran journalist Mary Shanklin retooled with a masterâ&#x20AC;&#x2122;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. Shanklin 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. In 2019, she cycled cross-country to raise funds for the Adult Literacy League and now serves on its board of directors.

Bill Reidy Bill Reidy is president of PWRhouse Consulting, where he develops and teaches curriculum to sales teams, entrepreneurs and business leaders through workshops and classes. Previously, he served as vice president of sales for KPA LLC, a dealer services provider; regional sales director of Netsertive, a cloud-based digital marketing firm; and national director of sales for vAuto, a software solutions provider. i4Biz.com | NOVEMBER/DECEMBER

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From the Editor and Publisher

Dreams from the Past Can Shape Our Future

I IF YOU CAN DREAM IT, YOU CAN DO IT. — Walt Disney

Take a look at our i4 Business TV Channel

have to tell you a secret. There’s a question I like to ask people when I interview them. It doesn’t matter whether they’re heads of state, CEOs, musicians, athletes, entrepreneurs, executives, health care workers, law enforcement officers or college students. “What did you want to be when you were a little kid?” The question almost always makes the other person giggle. We all had dreams when we were little kids, and some of them came true. But thank goodness not all of them did, because not everyone can be an astronaut or a ballerina or a pro athlete or president of the United States. For me, the fun part of this exercise is figuring out how the aspirations of that little kid show up in the person’s career today. Sometimes it’s obvious, like with Orlando City Soccer Club CEO Alex Leitao, one of the Business Leaders of the Year honorees profiled in this issue. He wanted to be a professional soccer player. He grew up in Brazil, where almost every little boy had that dream, and he jokes that he was not very good at the sport the rest of the world calls “football.” So he had to go into the business side of it. Lucky for us here in Orlando, he is quite good at that. Two other honorees profiled in this issue wanted to be astronauts. Can you guess who? I don’t think so because somehow their goals changed. One became a technology expert who now serves in a nearly full-time volunteer role as chair of the University of Central Florida (UCF) board of trustees. Bev Seay might not realize that her vice chair, Alex Martins, could have been sitting next to her in a rocket crew cabin because that was his dream, too. Instead, he’s the CEO of the Orlando Magic basketball organization. And I might have worked with them on the International Space Station because I also wanted to go to space.

I suppose we’re all products of our environment. It will be interesting to see what children being raised today during the pandemic will say they wanted to be when we interview them 20, 30, 40 years from now. Will they remember wanting to become scientists who invent vaccines that can cure the world? Will they have aspired to become TV entertainers, or maybe teachers who can lead remote classes from their kitchens? Will they say they wanted to be community activists or politicians? There’s no telling, but it’s important that we give the youth of today a chance to grow into their greatness. Sandra Fatmi-Hall of the United Foundation of Central Florida, another honoree profiled in this issue, raises money for scholarships, paving the way every day for students to follow their dreams. Two other honorees we profiled help children fulfill dreams in different ways: Pamela Landwirth provides critically ill children with a family vacation of a lifetime at Give Kids The World Village, and Sarah Grafton helps children with cancer through Runway to Hope. Childhood dreams. Full Sail University President Garry Jones wanted to be a forest ranger — until a history-making TV event changed his mind. Jason Eichenholz, cofounder and chief technology officer of Luminar Technologies, wanted to be a scientist, and he just celebrated his 60th patent — and a major announcement for the business. We might not be little kids anymore, but we can still dream big.

Have a great month!

Editor and Publisher

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BUSINESS BRIEFS

Electric Vertical Air Taxi Service Coming to Lake Nona by 2025 Orlando is set to become the first U.S. hub of a high-speed electric air taxi service by 2025. Munich-based aviation company Lilium announced in November that it is developing a site in Lake Nona for an urban and regional air mobility network for a type of aircraft that can take off and land vertically. The location will allow the service to carry passengers within a 186-mile radius on a single electric charge. Lake Nona-based Tavistock Development Company is working with Lilium to expand the service with hubs in other major locations in Florida. The Lake Nona vertiport is expected to create more than 100 jobs in the Orlando area, with hundreds

more to follow across Florida, the company said. The plan is subject to regulatory approvals from entities including the Federal Aviation Administration and the Florida Department of Transportation. Orlando Mayor Buddy Dyer praised the partnerships that are bringing the project together. “We have been focused on finding the right partners to be a global leader in the advanced air mobility space. I’m thrilled that our progressive and collaborative environment has created an opportunity for this unique partnership between the City of Orlando, Lilium and Lake Nona to invest in the expansion of safe, efficient and environmentally friendly

transportation options throughout one of the fastest-growing regions in the country.” The project promises to help shape Central Florida’s transportation infrastructure, Orange County Mayor Jerry Demings said:

“Our region strives for collaboration and innovation and to become the Experimental Prototype Community of Tomorrow. Thank you to Lilium and Tavistock for helping us embrace the future of rethinking transportation and helping transform travel with Florida’s first flying taxi. This is truly ‘The Jetsons’ coming to reality in Central Florida’s backyard.”

Brightline Trains Plans Disney Springs Station Brightline Trains has announced plans to build a station at the Disney Springs shopping, dining and entertainment complex. The express passenger rail service has been working this year on construction of a 170-mile extension of its South Florida tracks, which now run from Miami to West Palm Beach, to come up the coast through Brevard County and over to Orlando International Airport. Cost of that phase of the project, set to open in 2022, is reported to be between $2.4 billion and $2.7 billion. The pandemic has shut down the company’s rail service in South Florida, but construction was deemed essential and

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allowed to continue. A station at Disney, which still must receive final approval, would allow the company to eventually extend its tracks across the state to the Tampa Bay area. Brightline Trains President Patrick Goddard spoke in front of a live and virtual audience in early December at the airport’s future station. During an educational session on Strengthening Central Florida’s Global Gateways for the Orlando Economic Partnership’s Alliance for Regional Transportation, he outlined the significance of the project: “I think it’s going to dramatically change the face of our transportation network for decades to come.”

Innovation

Education

BUSINESS BRIEFS

History Center Exhibition Marks Ocoee Massacre of 1921 In an exhibition that marks the largest incident of voting-day violence in U.S. history, the Orange County Regional History Center is hosting “Yesterday, This Was Home: The Ocoee Massacre of 1920.” The exhibition marks the centennial of the event, which was once a hidden part of Central Florida’s history. It opened in October and runs through Feb. 14, 2021. The Ocoee Massacre was ignited when Moses

Norman, a Black citizen, attempted to vote in Ocoee and was turned away. After a white mob came to the home of his friend, July Perry, in search of Norman, gunshots erupted. An unknown number of people were killed, including Perry, who was lynched in Orlando in the early hours of the next day. Eventually, the Black population of Ocoee fled and did not return. The exhibition also explores recurring themes

Parramore Tribute The University of Central Florida is paying tribute to the Parramore community of Orlando with a new custom glass artwork exhibit on the downtown campus it shares with Valencia College. Installed in October, it spotlights community landmarks and milestones dating back to the early 1920s. Created by artist Nancy Gutkin O’Neil, who was selected from more than 200 applicants, the piece is named, “If we can truly remember, they will not forget” from poet Miller Williams’ “Of History and Hope.” The artwork features six panels of glass fabricated in Germany and shipped to Orlando by boat.

of oppression of the Black community and the battle to rise above it, from enslavement, to the impact of the Ocoee Massacre, to the Black Lives Matter movement today. It is designed to encourage reflection on a century of social transformation, the power of perspective, and the importance of exercising the right to vote.

6 Sports and Health Tech Startups Tapped for Accelerator in Lake Nona Lake Nona has selected six startup companies to participate in its inaugural leAD Lake Nona Sports & Health Tech Accelerator program. Chosen from among nearly 450 applications from 44 countries, the companies are working on solutions in virtual physical therapy, movement assessment, neuro-strength, aging and advanced insights for swimming and tennis. The program is a joint venture between Lake Nona Medical City and leAD Sports & Health Tech Partners, a health tech investment platform inspired by sports industry legend Adi Dassler. This is the first program in the United States for leAD, which has established initiatives in 66 countries. It began virtually in October and plans to start on-site activities in 2021. “For this cohort, we sourced the absolute best in this industry – world-

class, hungry entrepreneurs with solutions that are truly cutting edge,” said Christoph Sonnen, co-founder and CEO at leAD. “It is a great mix of sports tech as well as health and well-being — two areas that gained significant importance in light of the pandemic and had been incorporated in our company’s DNA even prior to that.” The companies are: NESTRE from Orlando; TERSA from Los Angeles; KinoTek from Portland, Maine; Phlex from Fort Lauderdale; AgeRate from Toronto; and Break the Love from New York City. Each program participant received a $75,000 preseed investment with 8% equity backed by the unique combination of leAD’s experience in seed investing and startup programs, Tavistock’s investment legacy and Lake Nona’s smart city landscape.

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BUSINESS BRIEFS

Music-Themed Mega-Hotel Planned for Orlando Universal Music Group has chosen Orlando as one of three locations for a new music-focused hotel in partnership with Dakia U-Ventures. The other two sites are in Atlanta and Biloxi, Mississippi. Details and dates have not been announced. Branded as UMUSIC Hotels, the massive resorts will provide concert venues and act as hubs of collaboration for musicians and music fans. Each is designed to be communitycentric, drawing on the

entertainment personality of its region and focusing on local employees, supply chains, and food and beverage options. The hotels will include features such as hotel rooms that face onto concert venues so people can watch shows from their balconies.

“It’s an energetic vibe drawing in guests from around the world,” Dakia U-Ventures Chair Robert Lavia said in Fast Company magazine. “This is not just a bunch of photographs on the wall.”

Orange County Launches

IDEM Systems Reaches Phase II

Vision 2050 Initiative

Status with Federal Grant

As part of one of the fastest-growing regions in the United States, Orange County has started the planning process for Vision 2050, a new land development code that will guide leaders on how and where growth will occur during the next 30 years. The county’s population is projected to increase by 700,000 by 2050, taking it to more than 2 million residents. Vision 2050 will focus on smart growth and sustainability. “The plan includes a public engagement process that focuses on environmental preservation, community character and public spaces as guiding principles for future development,” according to the county’s website. Residents are being asked to participate through surveys, virtual workshops and public hearings.

Orlando-based IDEM Systems has been awarded a $750,000 competitive grant from the National Science Foundation (NSF) to advance to the second phase of its technology that tracks illegal drug activity. The company provides affordable cloud-based tools designed to help law enforcement combat the illegal drug epidemic that is killing nearly 70,000 people a year nationwide. The new grant brings the company’s total funding from

the NSF to more than $1.2 million. The company has also received research grants from the National Institute of Justice. IDEM Systems is a client of the University of Central Florida Business Incubation Program, which has provided early-stage companies with tools, training and infrastructure since 1999.

Ameris Bank Expands in Orlando Market with Full-Service Location Atlanta-based Ameris Bank has expanded in the Central Florida market with a full-service branch in Orlando. A subsidiary of Ameris Bancorp, it offers a range of financial services. The new location offers deposit and cash management solutions, consumer and commercial lending, residential mortgages, wealth/trust solutions and U.S. Small Business Administration financing.

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Community

“We are excited to expand our presence in Orlando from our current commercial group to include a full-service branch,” says Ameris

Bank Market President Joe Losch. “We are not new to this market, but we are thrilled by our additional growth throughout the area and our ability to offer more products and services to our current and future customers.” ▯

Health

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2020

community health centers

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B E V S E AY

UCF Board of Trustees

BUSINESS LEADER OF THE YEAR By Diane Sears

ev Seay has always been curious about how things work. As a child, she wanted to explore space. By eighth grade, she wanted to be a computer programmer. With a father who worked at IBM, she loved math and science and knew more about technology than most girls her age — traits she passed down to her two daughters and now her granddaughters, who are tinkering with computer hardware and creating video games. So it’s no surprise that when she became chair of the University of Central Florida (UCF) Board of Trustees in 2019, she wanted to understand the challenges facing the university and strengthen its governance. When she talks about what the board accomplished during her first year as chair, the words “deep dive” come up often. “My style is usually to get people together and get them the support they need,” Seay said. So the first thing she did was set up a board office and appoint a full-time professional to lead it. The office supports the volunteer board members in their governance role as they set strategy for the university. The new structure was important because the first year of Seay’s term as chair involved more difficult scenarios than most college board leaders would encounter in a decade: A state investigation into money incorrectly spent on capital improvements. Loss of funding because of the controversy. Lack of a permanent replacement for UCF President John Hitt, who had retired after 26 years. Reputational risk the university had never faced before. The board didn’t have a crisis management plan, so it worked with experts on UCF’s faculty to establish one, Seay said. “The university had

one, but it was more on the physical side — for a hurricane, an incident on campus, or a fire in a building. What we’re talking about at the board level is risk of reputation. “That crisis management plan happened to be one of the most important things we did. We knew we needed it, and it also showed us some gaps in the university’s crisis management as we put them together into a comprehensive plan for the entire university.”

“I’M LOOKING FOR THOSE BIG THINKERS, NOT THE ONES WHO ARE SILOED IN THEIR PARTICULAR INDUSTRY BUT THOSE WHO SEE HOW TECHNOLOGY TRANSFER ACROSS INDUSTRIES CAN ADVANCE US ALL AND RAISE THE LEVEL OF FUTURE ECONOMIC DEVELOPMENT FOR THIS COMMUNITY.” — Bev Seay The final version was rolled out in February — one month prior to Alexander Cartwright’s selection as UCF’s new president, and right before the pandemic caused the university to shift to remote classes and mostly remote operations. “That timing was very fortuitous because the Emerging Issues and Crisis Response Team has advised the board and the president through the entire COVID-19 crisis,” Seay said. Her top priority has been helping Cartwright get the right team of C-level

executives in place. “These leaders shouldn’t be viewed just as leaders of the university but also of the business community,” Seay said. “They should be able to communicate and work with business, community and government leaders to help us all look forward to what our region will be known for in the future.” Seay has a vision for Central Florida’s future — and UCF’s role in it. “We have basic expertise that has put Orlando on the map, and that’s modeling and simulation. The world views us as the center of modeling and simulation.” In fact, that’s what brought her to Orlando in 1990, as an executive with government contractor Science Applications International Corp., known as SAIC. Seay became involved with UCF two years later, and she has served as a trustee, chair of the College of Engineering Dean’s Industry Advisory Board and a member of the UCF Foundation Board of Directors. “I see a future where simulation is at the core of all our industries,” Seay said. Those include tourism, health care, transportation, energy, education, manufacturing and others. “It all comes around. UCF is here to support the community, obviously, first in education. But out of that education comes a workforce, opportunities for partnering, opportunities for research, and then it all feeds back into creating jobs here that will strengthen our region’s economy. “I’m looking for those big thinkers, not the ones who are siloed in their particular industry but those who see how technology transfer across industries can advance us all and raise the level of future economic development for this community. That’s important to me because I live here, my children live here and hopefully my grandchildren will decide to stay, too.” ▯ i4Biz.com | NOVEMBER/DECEMBER

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G A R RY J O N E S Full Sail University

ull Sail University President Garry Jones has always been a dreamer. Before the night of Feb. 9, 1964, those dreams were colored by a childhood running through the woods and creeks of Virginia’s Blue Ridge Mountains. “I wanted to be a forest ranger,” he remembered. “Until that night, the night the Beatles made their U.S. television debut on ‘The Ed Sullivan Show.’ I was glued to the screen — I could barely breathe. And I decided in that moment, ‘I have got to find a way to be around music, to play music.’” Like many great loves, that chance came knocking when he wasn’t looking for it. Years after that pivotal night, Jones returned to college after taking some time off to pursue a career as a touring musician. Upon graduation, he was gearing up for “corporate” life when he was offered the opportunity to work at a little recording studio. It was then that he met the founder of Full Sail, Jon Phelps. Both had spent time touring as musicians, working in studios, and taking every opportunity to learn more about their art and how to share it with the world. “One day Jon said to me, ‘Garry, we should start the school we wish we could’ve found during our college years.’ It became a bridge between what we wished we could have found and what we could offer other dreamers like us.” First came a one-month workshop attended by 13 students. Over the years, a series of one-month workshops became the basis for a degree program that achieved accreditation for the school. Full Sail

THE ARTS By Meaghan Branham

was launched in Orlando in 1979, relocating to its current home in Winter Park in 1989. Under Jones’ guidance, in partnership with an engaged board, faculty and staff, the number of students has grown to more than 20,000, and rented facilities have been replaced and upgraded to the 210-plus-acre Full Sail University campus in Winter Park. The university has more than 115 high-tech studios, soundstages, simulation and

“EVERY PERSON WHO IS A CREATOR, THEIR GOAL IS TO SHARE THEIR CREATIVITY WITH THE WORLD. STUDENTS HERE LEARN TECHNOLOGY IN ORDER TO BETTER TELL THEIR CREATIVE STORIES.” — Garry Jones visualization labs, a 3D fabrication lab, a Smart Lab and more. The curriculum still covers the ins and outs of recording but also provides numerous graduate and undergraduate degree programs in the arts, entertainment and emerging technology. “Arts and technology are two partners with the same goal in mind,” Jones explained. “Students at Full Sail learn technology in order to better tell their creative stories.” This year, when both the arts and technology have become a lifeline for so many, Jones’ response to the COVID-19 crisis stands out as a source of inspiration.

While many schools were forced by the pandemic to adopt new models of virtual learning, Full Sail students were already equipped, thanks to a proprietary learning management system developed by the university more than a decade ago. Using degree program-specific laptops provided to all Full Sail students, a seamless transition to full virtual learning was accomplished within a matter of days. Early on during the pandemic, Jones collaborated alongside community leaders in partnership with local hospital systems and government organizations to prepare for unknown effects on the area. That included finding large spaces to store personal protection equipment (PPE) as well as facilities to serve as field hospitals to accommodate any overflow. “It blessed my heart to see our community leaders standing together to assist a community in a time of crisis by lending themselves to the cause,” Jones said. His ability to nurture the dreams of those around him seems to be deeply rooted in the fact that he never gave up on his own aspirations. He even became a forest ranger, in a sense, as chair of the board of trustees for The Nature Conservancy in Florida. In addition, he serves on the Dr. Phillips Performing Arts Center board of directors and the Orlando Economic Partnership Governors Council, among other community service roles. After celebrating Full Sail’s 40th anniversary in 2019, the university and its president take pride in the school’s continued innovation, but more importantly, in how it remains a partner in the dreams of their students. ▯

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A L E X M A RT I N S Orlando Magic

ECONOMIC DEVELOPMENT

t the start of 2020, the Orlando Magic organization was moving forward with plans for a $500 million sports and entertainment district next to the Amway Center. A boon for downtown Orlando, it includes a hotel, sports and music venues, stores, restaurants, bars, office space and an athletic training facility. Everything changed in March, when the National Basketball Association (NBA) announced that the pandemic was halting all activity. The Magic put its development plans on hold and closed the Amway Center, which couldn’t celebrate the 10-year anniversary of the day it opened on Oct. 1, 2010. But the Magic and its CEO, Alex Martins, did not sit still. The league played out the rest of the 2020 season in what became known worldwide as the “NBA Bubble,” where players quarantined at Walt Disney World resorts without their families and played at ESPN Wide World of Sports while fans watched on TV. A dozen courts imported from around the league transformed Disney hotel ballrooms into practice facilities. “It was historic,” Martins said. “The fact that no player tested positive during the course of the competition was quite amazing and a testament to the league office staff and the protocols they put in place, and the testing on a daily basis in consultation with health care experts from around the world.” How the NBA Bubble came to be located in Central Florida instead of perhaps Houston or Las Vegas speaks volumes about the persuasiveness of Martins and the people he enlisted to build a case to NBA Commissioner Adam Silver, including Walt Disney Company Chairman Bob Iger.

By Diane Sears

Martins is driven to help ensure the economic success of not only his organization but the community he has called home since 1989. He was part of the Magic’s start-up staff of 30 people, a fraction of the 300 who work for the organization today, and he remembers the team’s first home game, a preseason match-up with defending NBA champions the Detroit Pistons. “We beat them that night, and being freshmen in this professional sports world, our fans thought we had won the championship ourselves,” he said.

“THERE’S A SENSE OF RESPONSIBILITY FOR ME AS THE LEADER OF A MAJOR PROFESSIONAL SPORTS TEAM IN GIVING BACK TO OUR COMMUNITY AND PLAYING A LEADERSHIP ROLE.” — Alex Martins “I remember being out on the streets in front of the old Amway Arena after the game, and the fans were partying and creating all kinds of noise. The fans were just completely excited to have professional basketball in Orlando.” Getting into the playoffs most years has been a crowning achievement for the team. Building the Amway Center has been a crowning achievement for the organization. “It helped us take our business to a whole new level,” Martins said. “We believed what we were lacking in a modern facility in the old Amway Arena

was holding us back from hosting major events, and we were losing major concert tours to cities like Tampa.” Today Amway Center attracts popular music and sporting events. In fact, this year during the pandemic, World Wrestling Entertainment (WWE) has held residency at the arena for months, taping and broadcasting events there without fans in attendance. The Magic franchise is different from others because of the sense of community service instilled by the late philanthropists Rich and Helen DeVos, who purchased the team in 1991. The organization has continued to build on nearly 30 years of history in Central Florida, working to build a championship team for Magic fans and be an invested and accountable community partner. Team staff, players and coaches often make appearances at community events and fundraisers to help local organizations. The Magic also have a strong emphasis on customer service. One of the best investments the company has made, Martins said, was to bring in the Walt Disney Company to train employees annually on how to make fans and visitors feel special. “It starts with a great smile and a great greeting,” he said. “Our ushers have developed personal relationships with season ticket holders over the years. They know them by name and welcome them back every night and ask about their families.” For his part, Martins gives back to the community through his service in numerous local leadership positions, including the University of Central Florida board of trustees. “For me, it’s been all about making our hometown, a great place to live, even greater — making it a great place to live, work and play.” ▯

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2020

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S A N D R A F AT M I - H A L L United Foundation of Central Florida

EDUCATION/WORKFORCE DEVELOPMENT

decade ago, after more than 17 years in banking, Sandra Fatmi-Hall was ready for a change. She started a talent agency for performing artists but became seriously ill with a blood disorder and was unable to work. She spent years in and out of hospitals, undergoing 10 surgeries and numerous treatments in chemotherapy rooms, even though she didn’t have cancer. The illness brought out her nurturing nature and helped her realize what she wanted to do with her life. “I took that time to encourage the cancer patients and nurses, so I don’t see it as a bad time. It was an opportunity to be encouraging and liven up the room. I realized that in the second half of my life, I needed to find my passion and fulfill my purpose, which was to work with young people.” So in 2014, with her health improved, Fatmi-Hall started the nonprofit United Foundation of Central Florida to make life better in her Pine Hills neighborhood west of downtown Orlando. “I wanted to be the change I wanted to see,” she said. “The foundation was formed to empower our community one family at a time, with a holistic approach. We were going to develop programs to reduce the high school dropout rate as well as crime and bring about positive changes.” The foundation has done just that. It’s no exaggeration to say that the community activist, who is the foundation’s executive director, has touched the lives of 450 young people through the mentoring and scholarship programs she set up. Fatmi-Hall began mentoring freshmen at Evans High School

By Terry Godbey

in 2015, and over the years her Future Leaders United After-School Enrichment and Mentoring Program has grown. Ninety-nine Evans High students have graduated from high school and the mentoring program, but that calculation is misleading because Fatmi-Hall mentors hundreds of young people outside Evans High. They include Meadowbrook and Robinswood middle school students as well as

“I LIVE BY THIS MARTIN LUTHER KING JR. QUOTE: ‘LIFE’S MOST PERSISTENT AND URGENT QUESTION IS, “WHAT ARE YOU DOING FOR OTHERS?”’ WE HAVE A RESPONSIBILITY TO USE OUR TIME IN THE BEST WAY POSSIBLE. IT GIVES ME JOY TO SEE OTHER PEOPLE HAPPY AND TO GIVE THEM HOPE.” — Sandra Fatmi-Hall

teens referred to her by juvenile justice judges and attorneys. Some students she mentors transfer to other schools so aren’t counted as program graduates. But by any measure, the program seems to be working, with many of its young people going on to chase their dreams in higher education, trades or the military. Since 2015, the graduation rate at Evans High has increased from 53%

to 88%, according to state records and U.S. News & World Report. In addition, in January 2019, Orange County Sheriff John Mina told community members that crime in Pine Hills was down 38% since 2015. During the past four years, the foundation has awarded scholarships totaling $72,250 to 94 students, with another $15,000 for college expenses. “Several teens have told me that because of the mentoring program, they no longer want to commit suicide,” Fatmi-Hall said. “You cannot put a price on that. Many of these young people are having difficulties at home, so I am a mouthpiece for them, but we need more people to invest in us. We need a building and a van to transport the kids.” For now, FatmiHall mentors in a variety of places including schools, her house and students’ homes. Perhaps no one exemplifies the foundation’s success more than Julien Serrano-O’Neil, who graduated from Evans High in 2017 despite being homeless and attends Morehouse College, a historically Black college in Atlanta. “Julien is the program,” Fatmi-Hall said. “He was accepted into several colleges, but his dream school was Morehouse, so I helped him make it happen.” He will graduate in May 2021 with a degree in political science, and he is second vice president at the foundation. “Everyone in this town knows Julien,” Fatmi-Hall said. “He has political aspirations. I guarantee you’re going to be hearing his name for a very long time. “The foundation has done a lot with very little, and I want to keep up the work because I see the hope in these young people’s eyes. I see the vision they have for their future.” ▯ i4Biz.com | NOVEMBER/DECEMBER

4BUSiNESS Orlando's Leadership Connection

2020

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LO U R D E S M O L A Lourdes Mola Solutions

ENTREPRENEURSHIP

s an entrepreneur, you have to hold on to hope and believe that something better is just over the horizon. That’s the philosophy of Lourdes Mola, president and CEO of Lourdes Mola Solutions. Mola has been helping smallbusiness owners kindle their entrepreneurial spirits for more than 25 years. She has helped an impressive array of Fortune 100 companies connect with their customers, solve public relations problems and refine business models for nearly three decades. Her can-do spirit and problemsolving abilities have helped her grow the influential, successful business consulting firm she started five years ago in Orlando after a lengthy career at Walt Disney World. She also was tapped in November to become the new executive director of the Gateway Orlando District, where she will oversee revitalization efforts for businesses along the Semoran Boulevard corridor near Orlando International Airport. For Mola, the mission to help entrepreneurs is all about creating jobs for families. Her optimism propels her to achieve results for her clients. “The entrepreneurial spirit is very much alive in Central Florida. It’s the backbone of our community and of the American economy as a whole. Business owners deserve our gratitude and respect for having courage to persevere, even through the toughest of times.” Mola believes entrepreneurs trying to grow their businesses are being tested like never before during the COVID-19 crisis. “Being an entrepreneur is challenging in the good times, but when you have a global pandemic,

By Keith Landry

something we have not experienced in our lifetime, there is no playbook or planning for this. It’s a difficult time for entrepreneurs. My hat’s off to these companies that are pivoting and adapting in these unprecedented times.” Adapting is precisely what Mola has done since she was a little girl. Her parents came to the United States from Cuba after Fidel Castro stripped them of their possessions. The dictator could never take away her parents’ determination and work ethic. “My dad never missed a day of work in his

“THE ENTREPRENEURIAL SPIRIT IS VERY MUCH ALIVE IN CENTRAL FLORIDA. IT’S THE BACKBONE OF OUR COMMUNITY AND OF THE AMERICAN ECONOMY AS A WHOLE. BUSINESS OWNERS DESERVE OUR GRATITUDE AND RESPECT FOR HAVING COURAGE TO PERSEVERE, EVEN THROUGH THE TOUGHEST OF TIMES.” — Lourdes Mola whole life,” Mola said. “That made me appreciate people’s hardships and inspires me to do all I can to help them get through. It’s a way for me to pay forward all the opportunities afforded my parents and to honor their memory. Every time I go into a business and talk with the owner, I am reminded of all the struggles my parents overcame. If I can help a struggling business move forward, it’s a personal and professional victory for me.”

She sees some bright spots ahead for steadfast entrepreneurs facing these challenging times heading into 2021. One of her clients has been able to hire 100 people during the pandemic because of the way the business pivoted to meet changes in the market. “Look at the market and look at your product,” she said. “See what is working now. What can you do to make sure you’re fulfilling a need in our community? Look at your capabilities and see how what you can offer fits with what people need right now. There are still a lot of opportunities if you’re willing to put in the time and effort to think creatively.” Mola invites individuals to remember what inspired them to take on the challenges of starting their own businesses. “Entrepreneurship means you have a passion and a drive to help others and to make a difference in the community or industry you serve. It’s about service. Service is the driver, and you need to have that passion. You need the talent, but you have to want to serve others.” That’s what Mola has spent her entire career doing. As former chair of the Hispanic Chamber of Commerce of Metro Orlando, part of her mission has been to help minority- and womenowned businesses win larger contracts with government agencies and Fortune 100 companies. She believes this is an important step toward creating an economy in Central Florida that generates strong opportunities for everyone trying to grow a business. She continues to challenge herself to make a difference for other aspiring entrepreneurs. “The question is, ‘How can I serve the whole community with the talents I have to create opportunities?’ The City Beautiful has to be beautiful for everyone.” ▯

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2020

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TO N Y J E N K I N S Florida Blue

HEALTH AND WELLNESS

attled tested. That sums up 2020 for Tony Jenkins, the market president for Florida Blue’s Central Florida region. Jenkins and hundreds on his team have faced a year filled with extraordinary challenges during the pandemic, and the twists and turns in the COVID-19 saga just keep coming. Jenkins reflected on this unforgettable year: “The biggest challenge has been the unknown. There is no template. There is no plan for this.” Like leaders throughout Central Florida and the world, Jenkins has carried more weight on his shoulders this year than ever: Protect his family’s health amid the unknowns of a pandemic. Provide for hundreds of employees to work safely to offer and administer lifesaving services. Propel a massive health insurance organization forward despite the vicious attack of COVID-19 in communities across Florida. He had help, he said, from dedicated professionals at every level within the organization: “Our Florida Blue team members continue to amaze me by their commitment to the community and to the members we serve. They have displayed during this challenging year an incredible amount of empathy, and they have shown resilience and dedication to their craft.” Florida Blue professionals and those of its locally based affiliates like GuideWell Emergency Doctors, Sanitas Medical Centers and GuideWell Medical Center have been especially brave, sometimes facing the risk of infection themselves, Jenkins said. “The courage to stand in the

By Keith Landry

face of the pandemic and still serve these individuals, to me, proves that these professionals care deeply about what they’re doing and how they do it. It is really a servant attitude. They are giving up their own thoughts about wellness to put their attention on someone else. That speaks loudly about the type of person it takes to work in health care and to work for our company.” Jenkins recalled how his leadership team adapted earlier

“WE WANT TO HELP THE COMMUNITY AND OTHERS MOVE FROM THIS ENVIRONMENT OF ILLNESS TO WELLNESS.” — Tony Jenkins in the year as COVID-19 infections started to spike across Florida. “We had to pivot and adjust, and we had to think about our own employees and how to keep them safe. We allowed all of our team members to move from an office setting to a work-from-home environment.” The team also had to decide how to provide the best care and financial support for scared members. “Our first challenge was to determine how many of our members were being affected and how we could help them. We wanted to send a message that if any of our members were identified as having the virus, we were going to pay for their testing and any type of

hospitalization costs.” Florida Blue accelerated access to virtual visits, which had been planned for a rollout in 2021. The leadership team also committed to help residents who weren’t Florida Blue members but were seriously struggling as job losses mounted. It joined forces with nonprofit groups. “We identified organizations that were on the front line of helping individuals with food shortages, rent and utilities assistance,” Jenkins said. “We contributed more than $7 million across the state of Florida to help these organizations.” Jenkins believes the challenges of 2020 have made him a stronger leader. “It caused me to focus more on coming up with the right solutions to solve a challenge or answer a question,” he said. “It caused me to trust my team more. … Sure, I trusted them before, but it caused me to listen to different perspectives and to trust that the answers and solutions we were providing were good ones.” Jenkins knows Florida Blue has not cleared all of COVID-19’s hurdles. “We are not out of the woods yet,” he said. “We want to be able to leave 2020 behind, understanding there still may be challenges in 2021, but we are doing the work internally to become hyper-local. Health care should be delivered locally. We want to understand the preferences and the needs of everyone we serve in each community down to a ZIP code level. … We want to help the community and others move from this environment of illness to one of wellness. We want to implement things on the front end that we can do to help us stay healthy.” ▯

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JASON EICHENHOLZ Luminar Technologies

osted on a wall of the Rensselaer Polytechnic Institute in Troy, N.Y., the words of George Low, the university’s former president, caught the attention of Jason Eichenholz more than 25 years ago: “Why not change the world?” A then-teenage Eichenholz had arrived there in a National Science Foundation high school summer program, after months of tinkering with lasers and creating holograms in the basement of his Massachusetts home — an interest that was sparked by a 10thgrade classroom laser demonstration. “I remember it like it was yesterday,” he said. “I knew immediately what I wanted to do.” Low’s question echoed in Eichenholz’s mind when he was an undergrad just as it does today: Why not change the world? “If I can do that by finding possible evidence of life on Mars, or water on the moon, or enabling autonomous cars to allow those who are disabled to drive,” Eichenholz said, “I want to make that happen.” Those are not hypotheticals. His career contributions have enabled all of those and then some, establishing companies in various industries and developing hundreds of millions of dollars’ worth of worldchanging inventions. On Nov. 24, while celebrating his birthday, Eichenholz had another reason to celebrate: His 60th patent was finalized. By the time he graduated from the University of Central Florida with his Ph.D. in 1998, Eichenholz had already come a long way from making holograms at home and was well on his way to creating a resume full of revolutionary accomplishments. In his work at Ocean Optics, his interest in science and commercialization took his technology

INDUSTRY By Meaghan Branham

to some of the world’s most remote locations, from Costa Rican rain forests to the bottom of the Mariana Trench to study sea life and coral growth, to Afghanistan for the development of a portable detector to find explosives. Not content to stick to land and sea, his technology took to the sky with a spectrometer to help measure water on the moon — and three spectrometers on Mars to measure rocks blasted with a laser to determine their composition.

WHY NOT CHANGE THE WORLD? “IF I CAN DO THAT BY FINDING POSSIBLE EVIDENCE OF LIFE ON MARS, OR WATER ON THE MOON, OR ENABLING AUTONOMOUS CARS TO ALLOW THOSE WHO ARE DISABLED TO DRIVE, I WANT TO MAKE THAT HAPPEN.” — Jason Eichenholz Through his company Open Photonics, he turned his focus to health care, co-founding AireHealth, which developed a portable nebulizer to help people with compromised respiratory systems. His past forays into the industry included work with cancer diagnostics, blood analysis and oral health. Now, in his most recent venture as co-founder and chief technology officer of Luminar Technologies Inc., he develops sensor and software technologies for use in autonomous cars. He works to fundamentally transform transportation to make it safer and empower those who

aren’t able to drive — including his son Jonathan, who has autism — to live and travel just like everyone else, unlocking a future with more opportunity for all. Under his guidance, the company built its headquarters in Orlando, where it’s part of a growing photonics technology industry. On Dec. 3, the company went public, trading on Nasdaq under the ticker symbol LAZR. The move followed a type of deal that has been increasing in popularity: a merger with a special purpose acquisition company (SPAC), Gores Metropoulos Inc. News reports have celebrated Luminar’s market cap at more than $10 billion since the initial public offering. Eichenholz started mentoring 25-year-old CEO Austin Russell when the CEO was 16, making the company’s growth an exceptionally personal moment. Eichenholz said his roles as inventor and entrepreneur complement each other. “I don’t have a preference. I enjoy both. I’ve been surrounded by really, really smart people. I met my first Nobel Prize winner in high school, and I quickly realized I was not going to be that guy. But I knew if I combined my passion for entrepreneurship and business, and my passion for science and technology, I could make a difference. I truly believe the two go hand in hand.” In both roles, Eichenholz has not lost sight of two truths — the first being that he has the potential to truly change the world. The second? That he can’t do it alone. “A true entrepreneur sees an opportunity that doesn’t exist, and a lot of people will tell you ‘no’ because they can’t see it. If everyone could see it, they would be doing it,” Eichenholz said. “The other half is this: Surround yourself with people smarter than you. They will be the ones who see the things that you can’t see.” ▯

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2020

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PA M E L A L A N D W I RT H Give Kids The World Village

ince it opened nearly 35 years ago, Give Kids The World Village has hosted more than 176,000 critically ill children and their families from around the world. The nonprofit resort provides these families with cost-free weeklong vacations, offering a bit of respite to those fighting unimaginable battles. Making that many wishes come true takes a team, and at the helm is an incredible force of both compassion and business acumen. Pamela Landwirth, president of Give Kids The World Village since 1995, doesn’t see a conflict between the two. “Of course, nonprofits have to operate as a business,” she said. “But taking care of business and taking care of hearts are not mutually exclusive. We take care of the hearts of our staff, our volunteers and the children and families we serve.” Landwirth describes this perspective as like an heirloom passed down from one generation to the next. “I grew up in a house dedicated to service. My father was very successful in business, and later in life he became a minister. We didn’t have traditional Saturdays,” she said with a laugh. “He made sure that weekends were spent giving back to the community.” When Landwirth got her first job in the service industry at Walt Disney World, her personal mantra clicked right into place with her burgeoning career path. “It just reinforced all those things I learned about what it feels like to help people and make them feel special,” she said, recalling something her dad used to say: “It’s not about you, it’s what you’re put on this earth to do.”

NONPROFIT By Meaghan Branham

The stars aligned for her to find that purpose, both personally and professionally, when she eventually met and married fellow philanthropist and founder of Give Kids The World, Henri Landwirth. She began her work at the village not long after. In her time there, Give Kids The World Village has grown from 32 to 89 acres and has added 11 venues. Volunteer numbers have increased from 421 to more than 1,800 per week. Impressively, the number of wishes

“OF COURSE, NONPROFITS HAVE TO OPERATE AS A BUSINESS, BUT TAKING CARE OF BUSINESS AND TAKING CARE OF HEARTS ARE NOT MUTUALLY EXCLUSIVE. WE TAKE CARE OF THE HEARTS OF OUR STAFF, OUR VOLUNTEERS AND THE CHILDREN AND FAMILIES WE SERVE.” — Pamela Landwirth

granted annually has grown from 3,949 in 1995 to more than 8,400 in 2019. Under Landwirth’s leadership, Give Kids The World has forged and cultivated partnerships with Walt Disney World Resort, Universal Orlando Resort, SeaWorld Orlando and other attractions. When the COVID-19 pandemic hit, Give Kids The World was in a uniquely

difficult position. No longer able to host families, and with theme parks shutting down, the village closed its doors. It has been operating with only 17% of its full-time staff and had to bid heart-wrenching goodbyes to families and delay more than 6,000 wishes. Landwirth recalls a moment of realization in this painful period: “It felt like we were on the defensive, waiting for everything outside our control. But we realized we could take the offensive and do something. It’s not just that we have to keep going, we get to keep going.” The nonprofit took advantage of this time with its facilities closed to clean and reorganize, purging and donating everything from office supplies to stockpiles of food, resulting in six tons being given to the Second Harvest Food Bank of Central Florida. The village donated the use of its property to other nonprofits, like Jacksonville-based Dreams Come True and the Canine Companions for Independence. “About 6,000 wishes were postponed, and there will be 8,000 next year in addition,” Landwirth said. “So we were asking ourselves, how do we create hope, create funds and get the word out?” The answer came in the Night of a Million Lights, a walk through the streets of the village illuminated with more than 3.3 million lights donated by Walt Disney World. The display is open to the public through Jan. 3, 2021. “We made a promise 35 years ago that we would never turn down a child, and we knew we would get back to that,” Landwirth said, citing one of her favorite Abraham Lincoln quotes: “The best way to predict the future is to create it.” ▯

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2020

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S A R A H G R A F TO N Grafton Wealth Solutions

PROFESSIONAL SERVICES

arah Grafton took a few turns on her road to vice president and senior financial advisor at her family business, Grafton Wealth Management at Merrill in Winter Park, but the guideposts were always the same: She followed her heart and did what she loved. She started college with plans to become a sports reporter but became enamored with American government and history and changed to a double major in public administration and political science. Next, she told her father, Bill Grafton, she wanted to join the family business along with her brothers Dex and Will. “I have always looked up to my dad, was proud of how he had grown the business and wanted to continue his legacy.” He encouraged her not to change her major. “Study what fascinates you and develop your talents,” he advised, adding that he already had the perfect role in mind for her. Grafton joined the company right out of college in 2007 and began to earn financial certifications, and sure enough, the area her father had envisioned for her — business development, where she is responsible for bringing in new clients — has not only turned out to be a great fit, it has blossomed into a satisfying dual role. “I’m passionate about helping others, so I’m very lucky to get to work for the family business and provide our clients with a personal touch and also serve nonprofits in a community relations capacity,” she said. “My family and our company share my devotion to community service.”

By Terry Godbey

Grafton serves on several nonprofit boards including Runway to Hope, which helps children and families affected by pediatric cancer. She will never forget the sick girl she accompanied on the runway during a fashion show fundraiser. “She was so happy and acted as if she carried nothing in the world on her shoulders,” she said. “She was such a light.”

“I’VE ALWAYS BEEN MOTIVATED TO HELP ORGANIZATIONS AND BRING PEOPLE TOGETHER THROUGH COMMUNITY SERVICE. YOU HAVE TO HAVE A HEART FOR THE WORK BUT ALSO BE VERY STRONG.” — Sarah Grafton

Soon after, Grafton volunteered to play games with patients at Orlando Health Arnold Palmer Hospital for Children, which was even more emotionally wrenching. “I was paired with an 8-year-old boy who had learned the day before that he had Hodgkin lymphoma,” she said. “His mother was on the phone with his school, saying he would be absent, and his father hadn’t arrived yet. The boy was scared, and I could see my 8-year-old son in him, and it

touched my heart. So I played Legos and colored with him, and the whole time I was thinking, ‘What if this were my child?’ “I can’t walk away from a situation like that and not be invested,” she said, “so I ordered a stuffed Goofy, his favorite Disney character, and my 8-year-old and I took it to him at the hospital the next day. I think it’s really important to invest your time in helping others.” Her soft spot for children and families led her to create the Very Merry Charity holiday toy drive, which has collected more than 4,000 toys since its start 12 years ago. Grafton also has a passion for small businesses. In 2019 she created the Park Avenue District to enhance downtown Winter Park through historical preservation, support and marketing. Since the COVID-19 pandemic, she has worked to bolster struggling merchants through online shopping, curbside pickup, sidewalk sales and outdoor events. Still, 11 businesses along the avenue have closed this year, and that’s hard for her to take. Her greatest inspiration is her husband, Jason Siegel, president and CEO of the Greater Orlando Sports Commission, and their children. “I love being the mother of three boys because I’m a huge sports fan and I played basketball for 14 years,” she said. “I have a stepdaughter, too, but she is away at college, so there aren’t many pink and good-smelling things in my house. It’s all boys and cleats.” She wouldn’t have it any other way. “It’s important to set an example for my boys as a businesswoman working hard to achieve my goals.” ▯

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2020

Photo Credit: Orlando City Soccer Club

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A L E X L E I TA O Orlando City Soccer Club

SPORTS AND ENTERTAINMENT

lex Leitao remembers the day he knew he’d be a soccer fan for life. Where he grew up, in Rio de Janeiro, family tradition determined which team he was supposed to follow. When he was about 6, his father took him to the Maracanã, Brazil’s largest stadium. The star player, a beloved hometown hero, had returned to the Vasco team after playing for Barcelona in Spain. Vasco won that day 5-0, with that player scoring all five goals. Leitao, perched on his father’s shoulders, could feel the energy pulsing through the crowd. “It was a moment I’ll never forget,” he said. “That was my first real experience, where the passion started.” He has followed that passion through years of professional soccer management roles and today serves as CEO of the Orlando City Soccer Club. Leitao keeps a trophy and photo in his office from when he was part of the delegation for the Brazilian national team that beat Germany for the World Cup title in Japan in June 2002. He has been involved in every World Cup competition ever since. That’s one reason Leitao is adamant about bringing World Cup soccer back to Orlando, a host city in 1994. The Fédération Internationale de Football Association, or FIFA, will choose 10 U.S. cities out of 17 vying to host games in 2026 along with three cities each in Mexico and Canada. He describes the potential economic opportunity for Orlando in one word: massive. “I don’t think people realize it’s the biggest sports event in the world by far,” Leitao said. “It can’t be compared to anything

By Diane Sears

— not the Olympics, not anything. It comes with a huge economic impact, and it gives an important platform for whatever the regions and the cities want to use it for. In those 30 to 40 days, the entire world is looking at one place. … Let’s say we have three games in Orlando, you’re talking about three Super Bowls in Orlando in a period of two weeks. It’s incredible.” Leitao is also passionate about Orlando, a city he visited at 15 in a

“THE REASON WE HAVE AN MLS TEAM HERE IN ORLANDO IS BECAUSE OF THE FANS. THEY PUSHED AND THEY PROVED YEAR AFTER YEAR THAT THEY LOVE THIS GAME AND ARE PASSIONATE ABOUT IT.” — Alex Leitao

traditional Brazilian teenage rite of passage. He loved Orlando so much that he and his wife bought a vacation home here years before his work brought them to Central Florida. “We used to come here and vacation three times a year without dreaming we’d live here,” he said. “It’s a place that gives us some peace in our minds, and a place where we’re happy.”

Under Leitao’s leadership, Orlando City has been delivering on promises the club made to its avid fan base: joining the Major League Soccer (MLS) league in 2015, building the soccerspecific Exploria Stadium downtown, opening training facilities in Seminole and Osceola counties, and taking its men’s and women’s teams to higher levels of play. Several members of the women’s team, the Orlando Pride, are Olympic gold medalists and played on the U.S. team that won the women’s World Cup in 2019. This year, the men’s team hosted the MLS is Back Tournament in Orlando. Held in the summer when venues were shut down because of the pandemic, it became the first major league sports event to use the “bubble” concept. The 26-league MLS isolated its players, coaches and staff at Walt Disney World, where they played in a bracket system until the final two teams faced off in a showdown: Orlando City and the eventual victor, the Portland Timbers. Leitao recalls an MLS executive suggesting the league look at minimizing travel by determining a way teams could play in two or three bubbles depending on their location. “I started thinking, hey, there is a place that can accommodate that. It’s not everywhere you find 17 soccer fields in the same location. We have that at Disney’s ESPN Wide World of Sports.” He connected his sources at Disney and the MLS, and the solution emerged. “That was so important for us to keep ourselves in business and to give relief to fans to watch sports on television. We learned about protocols we put in place to finish the season outside the bubble. We learned inside the bubble.” ▯

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4BUSiNESS Orlando's Leadership Connection

2020

Photo By Julie Fletcher

NOVEMBER/DECEMBER | i4Biz.com

CHRIS JASKIEWICZ ICON Park

hris Jaskiewicz is leading in a crisis like a giant among giants. He’s president and CEO of the $250 million, 20-acre ICON Park, home to dozens of businesses including The Wheel, one of the tallest observation wheels in the world, and Orlando StarFlyer, the tallest swing ride in the world. He’s also at the forefront of helping the tourism industry survive the financial downturn of the COVID-19 pandemic. Jaskiewicz led the charge to reopen businesses and worked directly with the Orange County Economic Recovery Task Force. “We have a lot of employees to protect and tenants to generate business for, and I wanted to fight hard for them,” he said. “We told the task force, ‘This is how we are going to operate safely.’ To their credit, the members listened and struck a perfect balance between safety and business concerns.” In addition to recommendations from the Centers for Disease Control and Prevention, Jaskiewicz highlighted the unique features of ICON Park: “It’s an open-air, gate-free park with high-caliber restaurants, attractions and shops that already had strong safety procedures, so it wasn’t that hard to add an overlay of COVID-19 best practices.” ICON Park reopened June 3, before Walt Disney World, SeaWorld Orlando and Universal Orlando. But that was just the beginning for Jaskiewicz, who came up with ideas to promote ICON Park’s tenant partners and other nearby businesses along International Drive. Traditionally, the area has been most popular with tourists. With travel restricted, he

TOURISM By Terry Godbey

turned his attention to the people who call Central Florida home, brought businesses together and formed the Orlando Entertainment District. “I grew up in Orlando,” he said, “and I remember Church Street Station as a major entertainment hub, and then Pleasure Island at Disney World, and they are gone. I looked around at the entertainment spots at ICON Park — including Blake Shelton’s Ole Red restaurant and Tin Roof, both of which offer live music

“I LOVE PROVIDING FAMILIES AND FRIENDS WITH AN UNFORGETTABLE EXPERIENCE. AT ICON PARK, WE’RE IN THE ENTERTAINMENT BUSINESS, AND WE LIKE BRINGING HAPPINESS TO PEOPLE.” — Chris Jaskiewicz

nightly — and I saw 15 attractions in our I-Drive area. I realized we had inherited the mantle of Orlando’s entertainment district. “The way I see it, not even tourists want to go to a tourist corridor, let alone locals, so let’s call ourselves the Orlando Entertainment District because that’s what we are.” Jaskiewicz’s strategy is paying off. “Our weekends are busier than last year, and about 90% of our guests are from Central Florida or elsewhere

in the state,” he said. “They like that we are fun and affordable with free parking and easy access. Instead of worrying about COVID keeping people from flying into Orlando, we are focused on who is already here. Locals don’t have to fly anywhere to have fun. They can drive 15 minutes to the Orlando Entertainment District.” He knew when he took the helm at ICON Park two years ago that he would be leading a young entertainment complex alongside industry titans such as Walt Disney World. To attract attention and guests, he renamed the complex, then called Icon Park 360, and began to brand the property as the best short-stay destination in Florida. A year into his leadership, USA Today named ICON Park the No. 1 attraction for kids in Orlando, and Forbes magazine called it one of the seven best attractions in Orlando. Jaskiewicz’s earlier career as a sports and entertainment lawyer in New York City at the powerhouse Proskauer Rose firm helped prepare him for the role, as did his time as chief operating officer of a leading Manhattan real-estate development company. He’s excited about the new restaurants and attractions 2021 will bring to ICON Park and optimistic about what’s ahead for Central Florida. “When the pandemic ends, tourism in Orlando will rebound quickly because we are the vacation capital of the world with our climate, our world-class attractions and hotels, our excellent airport and our talented people dedicated to hospitality. Florida is the future, and Central Florida is just that — right in the center of the future.” ▯

i4Biz.com | NOVEMBER/DECEMBER

CONGRATULATIONS,

NOMINEES

Candidates were nominated and recognized as individuals whose business success, community engagement and innovation have moved the region forward.

Dr. Yalcin Akin

Orlando/Osceola/Seminole Science Charter STEM Schools

Serg Albino ecoSPEARS

Harry Arnon

Hernon Manufacturing

Carol Ann Dykes Logue

University of Central Florida Business Innovation & Partnerships

Doug Foreman Fringe Benefit Plans

Justin Frost

Maryann Barry

Affinity Waste Solutions

Ronnie Bitman

Betsy Gardner Eckbert

Girl Scouts of Citrus

Bitman Oâ&#x20AC;&#x2122;Brien & Morat PLLC

Brian Boone Hylant

Eric C. Boughman

The law firm of ForsterBoughman

Chris Brown

Orlando Repertory Theatre

Mike Bryant Embrace Families

Winter Park Chamber of Commerce

Andrew Cole

East Orlando Chamber of Commerce

Rajiv Menon

Tech Rage IT

McKinney Brands Informulate

Iza Montalvo The Olin Company

Michael Morsberger UCF Foundation

Chad Newbold

Jeff Hayward

Jo Newell

GolfNow

Heart of Florida United Way

Wesley Hohman

Central Florida Store Services

Miracle in the Green

Wendy Romeu

Jerramy Hainline

Richard F. Chambers

Ify Chuke-Nwobi

Oriel Ross McKinney

Ken Mouradian

Santoni Law PA

Amy Calandrino

The Institute of Internal Auditors

Jose Ramon Riestra

Digitec Interactive

Natalia Gove

Hohman Health and Wellness

Beyond Commercial

Jack McGrath

Brian Horine

U.S. Commercial Service Vacation Innovations

Orlando Regional Chamber

Robert Newland Newland Associates

Gaby Ortigoni

Gabriel Ruiz

Advanced IT Concepts

Roberto Santoni Florida In-House Counsel Law Group

Monica Smith Poston Communications

Jeff Spafford AssistRx

Michelle Sperzel

Harbor House of Central Florida

Richard Sweat .decimal and ProKnow

Andry Sweet

Mark Israel

Orange County Convention Center

Shara Pathak

Orlando Health

Universal Engineering Sciences

Dena Jalbert

City of Kissimmee

Teresa Crofts

WeCare tlc

Affordable Granite Concepts

John Crossman

William Lowman

Shuffield, Lowman & Wilson PA

Dr. Donald Plumley

Ron Davoli

Harvey L. Massey

Joe Quinn

Shannon Dey

Tony Massey

Karla Radka

34 NOVEMBER/DECEMBER | i4Biz.com

Rosenfield and Company

Belinda Ortiz Kirkegard

Fountainhead

Walter Pianta

Bombshell Fitness

Ken Rosenfield

Chris Hurn

Raegan Le Douaron

Wharton Smith

Matt Rose

The Childrenâ&#x20AC;&#x2122;s Home Society of Florida

Price Chopper Wristbands

Crossman Career Builders

Alluvionic

Hispanic Chamber of Commerce of Metro Orlando

Align Business Advisory Services

Maple Street

Empire Management Group

Massey Services

Orlando Health Big Vision

Senior Resource Alliance

Mark Tester Thibaut van Marcke

Brian Walsh

The Collage Companies

Kristin Weissman Studio K

Dr. Ilene Wilkins United Cerebral Palsy of Central Florida

Karen Willis

Early Learning Coalition of Orange County

4BUSiNESS ®

Orlando's Leadership Connection SPECIAL FINANCE SECTION

GUIDING THE WORKFORCE THROUGH ROCKY WATERS Robert Newland, Newland Associates

BONDS THAT STRENGTHEN, TIES THAT BIND

How Nelson Mullins Became Orlando’s Trusted M&A Counsel

REDTEAM Investing in the Future

36 NOVEMBER/DECEMBER | i4Biz.com

COVER STORY

Newland Associates Guides Workforce Through Choppy Waters By Meaghan Branham

obert Newland answered the phone nearly out of breath from backto-back meetings. This particular Wednesday morning wasn’t an anomaly. It’s been a busy year for the CEO of Newland Associates, a Lake Mary-based executive search and HR consulting firm. In a year of unprecedented challenges in the workforce, including record numbers of layoffs and a complete overhaul of where and how people work, Newland Associates has taken the opportunity to chart new paths through murky waters for those most in need of a light in the dark. Newland grew up in Puerto Rico, and it was there that two of his greatest passions were discovered. The first was a love of sailing. “I got bitten by that bug early,” he recalled of his first foray into sailing in high school. “I tried it, having only seen some diagrams from my grandfather about sailing, and it just felt right. Since that day, I haven’t wanted to stop.” Listening to his instincts, paying close attention to changing winds, and navigating uncertain waters come naturally to him, and they have played a big part in his second passion: helping people. He founded Newland Associates three decades ago to enable employers and employees to reach their goals. He still spends nearly all his spare time on the water racing boats and teaching sailing lessons — and in his work, he still serves as both captain and lighthouse keeper for the people he helps. F

i4Biz.com | NOVEMBER/DECEMBER

COVER STORY

Job-Search Tools

This year has been tumultuous, to say the least, with COVID-19 causing surprising effects on every industry. “For us, this time has been interesting,” Newland said. “We’re a fullservice talent management firm, and we can help with executive search, HR consulting and outplacement for laid-off workers. Some of those practice areas are going really strong, especially our search practice. In fact, we matched last year’s revenue in that division at the end of September of this year.” The “outplacement practice” includes a new compass, PowerMyCareer Online Solutions. It was introduced in June — timing that could be described more as fate than strategy. “We didn’t start developing this because of COVID-19,” Newland said. “It was slated to be released in June before that. But the pandemic did accelerate its value. It was really designed to address the needs of people to have services remotely.” The PowerMyCareer platform’s services are extensive, thanks to a careful design process and key relationships. “Our technology is top-notch, and we’re able to negotiate with vendors that allow us to package our services in a cost-effective way.” Available in Spanish, English and French, the tool incorporates three resources into one interface for a one-stop shop for job hunters: Ɏ PowerMyResumeCV is an online portfolio, profile and resume tool designed to help employers and employees find the best match. Ɏ PowerMyJobSearch, created in partnership with Jobscan, is a resume analysis and keyword-boosting function that scans applicants’ resume for keywords, finds the best match and helps potential employees

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fine-tune their resumes for better performance. Ɏ PowerMyInterview is the product of a partnership with HireVue, a video interview software and platform that offers interactive video interview training. PowerMyCareer also includes an RSS feed of potential job leads customized to the industry, company size and news of the user’s choice, as well as live webinars with national experts and more than 350 e-learning courses covering everything from emotional intelligence to management skills. “If you were previously a back-of-house employee or an hourly front-line worker, and now you’re interested in, say, looking for a job at a call center? Well, we have online courses to help with learning customer service,” Newland explained. “If you want to get an administrative job, we have courses to learn skills as an admin clerk. If you want to become a bookkeeper, we have courses in QuickBooks.” In the current job landscape, Newland considers technology like this a must-have. “When recruiters are looking at resumes, they aren’t going to look at all 100 to 200 that come in. They are going to look at the top 20 or 30 candidates the machine shows them because their keywords match. “If we were in a 100-meter race,” he continued, “and I was barefoot and you had running shoes, all other factors being the same, you would beat me because you have better tools. That’s what this does: It gives you running shoes.” While the average time people spend on a job search is seven to nine months without this tool, Newland has seen that time substantially reduced with its help.

A New Mindset

Newland and his team have been adapting their tools for

“We’re a full-service talent management firm, and we can help with executive search, HR consulting and outplacement for laid-off workers. Some of those practice areas are going really strong, especially our search practice. In fact, we matched last year’s revenue in that division at the end of September of this year.”

– Robert Newland

both employers and employees for decades now. When Newland founded his firm 30 years ago in Puerto Rico, and even when he moved to Orlando 17 years ago to expand the firm, the world looked a lot different. It has taken experience, analysis and a careful attention to trends to keep guiding his clients toward shore. In 2020, those trends have included both those that have been slowly but steadily encroaching on the market and the sudden changes brought about by the pandemic. “As an HR consulting and executive search firm, when we started 30 years ago the focus was on solving needs that were rather transactional,” Newland said. “Now, in addition to there being a lot more technology, the market has evolved from a transactional mindset. It’s more about the employee experience. People want to go above and beyond for the job.” This shift, he believes, can be attributed to how a new generation approaches work, and what younger people are looking for in an employer: “With this generation, it’s not just about the job but the impact it has on the world around them. They would rather work for an organization that has values they identify with personally.” Statistics back that up. According to a late 2019 Gallup

Robert Newland

i4Biz.com | NOVEMBER/DECEMBER

COVER STORY

report, “millennials are motivated by mission and purpose,” with only 30% planning to stay in their position if they don’t know or identify with the company’s values. It doesn’t mean people in previous generations didn’t believe in social motives, Newland said, but the idea of work-life balance has shifted dramatically. “In the past work-life balance, we felt work was one thing and life was another,” he said. “Now there isn’t a separate work persona and a life persona — it’s all you.” Millennials and those who make up Generation Z are looking for jobs that align with their values, offer opportunities for personal and professional growth, and really engage them. The pandemic brought about its own changes to the workforce. Many people who haven’t been furloughed or the victims of layoffs have transitioned to remote work, which saw a much quicker growth than previously expected. A joint CNBC/Change Research survey conducted in the spring of 2020 found that 42% of the labor force was working from home, with 24% saying they would like to work either entirely or more from home compared with how they worked before the pandemic. These changes raise questions that employers may not yet have answered, but Newland and his team are working to do just that. “We have to rethink our roles,” Newland said. “It’s not business as usual, and it won’t be even when things calm down.” Newland and his team are creating tools like PowerMyCareer catered to exactly what job seekers are looking for, and they’re using their expertise to prepare employers for what’s to come.

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“In the past work-life balance, we felt work was one thing and life was another,” he said. “Now there isn’t a separate work persona and a life persona — it’s all you.”

– Robert Newland

Navigating the Storms

This isn’t the first time Newland has leveraged the power of partnerships and platform to make a difference where it really matters. Throughout the decades, he has helped employers and the workforce through everything from recessions to natural disasters. When Hurricane Maria hit Puerto Rico and neighboring islands in 2017, displacing residents and disrupting their lives and livelihoods, Newland created a bilingual job search tool to provide evacuees all over Florida with direct access to thousands of job opportunities. Today, the pandemic is presenting workforce challenges that resemble those from a different kind of disaster: an economic crash. “The last time it was this bad was the Great Recession,” Newland said. “People filed for bankruptcy, lives and relationships were shattered, nest eggs were reduced to nothing. It was really painful.” The realities of being out of work in an uncertain time are again weighing heavily on many Floridians’ minds, and Newland’s team doesn’t take the change they can make for granted. “We believe that when we are helping individuals, in that moment it is all about them and their unique problems.

“The two things I see people struggling with most in these times are mindset and stress. People are thinking there aren’t any jobs out there so they are postponing their job search, which is a mistake. There are always jobs, and those who are looking for jobs will find them. I’d like to see that mindset shift toward opportunity.” The second thing is stress, a word nearly synonymous with 2020 at this point. This year, even leaving the house can be a source of great stress, one that compounds the anxiety brought on by job searching. “People are asking themselves: ‘What if I go out and start interviewing? What could I bring home to a relative or loved one?’” Newland said. “There’s so much stress, it’s just incredible. And then there is the stress of being out of a job, running out of money. We’re seeing a lot of desperation right now. Finding someone to talk to can make a huge difference, and a lot of the time, in these conversations with career counselors, these anxieties come up. The counselor can then offer guidance for next steps to reduce that stress. Just knowing you have a tool on your side, people at your disposal, you breathe better.” As they keep their eyes on a brighter horizon, Newland Associates and its captain are working to guide clients toward a more hopeful future. “When you help someone,” Newland said, “when you see people seeing the light, it just feels so good.” ▯

www.Newland-Associates.com

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FEATURE

INVESTING IN THE

FUTURE

RedTeam Continues Growth With Its Commercial Construction Software By Diane Sears

hen Michael Wright started building an Orlando-based commercial construction company with business partners in the 1990s, he was struck by how little the industry used information technology. He had worked as a finance executive for technology, aerospace and consulting firms, and all of them used IT to streamline processes, costs and communication. But in construction, the latest technology still consisted of two-way radios used on job sites. He started tinkering with an in-house software project that would allow people in the office and in the field at T&G Constructors to follow documents through the system and communicate with each other about them. The project grew into its own company, RedTeam Software, which today employs 85 people, including 40 in

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Central Florida. RedTeam recently received $5 million in outside funding to expand its reach. “There was no intent, when we started writing software, to create a product for sale,” said Wright, RedTeam’s CEO. “It was just to create a better experience in managing construction for ourselves. It was really a quality-of-life kind of initiative on our part. It was about handling the real challenges construction contractors face in the industry. “It was so transformational for us and our business, we thought we should spin this off as a new product. Our mission is simple: helping our construction colleagues have peace of mind.” As a cloud-based software as a service (SaaS) provider, RedTeam facilitates workflows among all the collaborating parties on commercial construction

projects, which are by nature contract-intensive. A single job might involve 40 or 50 subcontractors in trades including plumbing, electrical, asphalt, drywall and other specialties. “All of these companies are bound by contract documents, so there are a lot of these documents created and managed over the life of the project,” Wright said. “In

addition, every project has change orders, which involve contract amendments among all of the contracting parties. Over the life of a substantial project, you could have hundreds of changes that result in thousands of pages

FEATURE

Left to Right: Michael Wright (CEO) Frédéric Guitton (CSO/CMO) Eduardo Loayza (CPO) of contract changes being produced constantly. One of the core challenges for contractors is keeping those documents organized and making sure they’re accurate. At the end of the day, the quality of your contract documents has a lot to do with how successful you’re going to be as a contractor.” The software can also help in contract disputes by capturing metadata associated with each document, said Frédéric Guitton, RedTeam’s chief strategy officer. That includes who opened it and when. “Knowing that is critical because in the case of a dispute — and disputes are common in construction — typically the person who wins is the person who has the most information,” Guitton said. “So passively capturing the maximum amount of

information is very important to the platform.” The software transforms the accountability process and changes the way people interact, Wright said. “On a fundamental level, the platform is tracking behavior. What people do in the context of a construction project matters a lot — and how efficiently they work, and how they comply with the various contracts.” It also helps inform the decisions of people in the field who otherwise would rely on the finance department to determine how to cut costs or streamline efficiencies. A client company’s chief financial officer pointed out this benefit to Wright. “This CFO was sharing with me how their project managers are now engaged in managing cash flow on their projects,” he said. “Before,

that information was siloed in the accounting department, and they didn’t have enough information to participate in that process.” Wright had brought in Guitton to help plan the company’s future. Guitton presented him with three options: Stay a mom-and-pop software company and get swallowed up by the market, chase venture capital from a firm that might force the company to take risks outside of its comfort zone, or keep growing organically and look for a strategic partner to bring in cash. “The third option is a harder route, and that is to be patient and prove you can sell, prove you can retain clients, and find strategic capital,” Guitton said. “That’s the route we chose.” Central Florida is not a strong market for finding

“There was no intent, when we started writing software, to create a product for sale. It was just to create a better experience in managing construction for ourselves.” — Michael Wright

i4Biz.com | NOVEMBER/DECEMBER

FEATURE

I remember I hung up from the call and went to Mike and said, ‘I think we’ve found our guy.’ That is critical to us. The No. 1 thing you have to think about when you take an investment is, ‘What do we look like in five years?’ Not the pie-in-the-sky story, not ‘If the stars align,’ but ‘If things don’t go perfectly, do we have a partner who’s going to ride it out with us?’ — Frédéric Guitton

investors, he said. It’s not like Silicon Valley, Boston, New York and Austin, where there’s a natural ecosystem of inventors and investors and “you can pitch an idea in a Starbucks and find $5 million.” “In Central Florida, you have to actually show you have a viable business and you have to show your ability to execute,” Guitton said. “So we focused on that for 2½ years before actively seeking capital. We got involved in some pitch competitions and activities like that to get our head around the landscape. We knew it was going to take three or four years to get to where we got, and we were comfortable with that. That means we had to run a fairly lean business and be strategic in our approach.” Guitton spoke with about 225 investment firms before finding the right partner. “I know that’s a staggering number, 225 contacts,” Wright said about Guitton’s estimate. “I will tell you, 224 of them were not the right fit for us or we were not the right fit for them. There is no shortage of investors. In fact, to this day, I get emails just about every single day from investors looking for investments. You have to engage them and find out whether they’re a fit. That’s why we talked to so many people.”

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Guitton agreed: “People think it’s easy and it’s not. You have to be clear about who you are as a business, and you have to be clear about what kinds of risks you’re willing to take after the investment comes in. That clarity is critical.” Wright and Guitton always asked investors for referrals. That’s how they met JettyCove and its founding partner Jamie Nissen. Guitton recalls the first conversation with the New York-based investor. “The first thing they said when we talked to them was, ‘We cannot afford to lose our investment.’ I remember I hung up from the call and went to Mike and said, ‘I think we’ve found our guy.’ That is critical to us. The No. 1 thing you have to think about when you take an investment is, ‘What do we look like in five years?’ Not the pie-inthe-sky story, not ‘If the stars align,’ but ‘If things don’t go perfectly, do we have a partner who’s going to ride it out with us?’ That’s what you have to manage against. It was not just that he said it, but how he said it. It was genuine. He felt like us. ‘We can’t afford to fail.’” The fit was good for JettyCove, too, Nissen said. “I think good companies always can find capital, and there are always investors available. I don’t think there are many challenges to finding

opportunities. The hardest part is making sure there is a true feeling of partnership between you and the founders of the business you’re investing in. “I spend my time looking for founders with amazing domain knowledge that have built technology platforms that are mission critical to companies in a specific industry or vertical. RedTeam is exactly that. It was founded by general contractors with unique technical expertise solely focused on building software to improve construction companies’ day-to-day operations. “This is the reason RedTeam has had so much success and is set up to become a major player in the construction industry. RedTeam’s industry expertise is embedded in the culture of the company and, by nature, their software platform.” RedTeam is using the investment to expand its reach, Wright said. “It allows us to tell our story to more people. We’ve got a great product, and we’re using it to build a bigger presence in the market.” The investment doesn’t change the company’s strategy, just the timeline, Guitton said. “We can do things a lot faster. Speed is critical.” ▯

www.redteam.com

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i4Biz.com | NOVEMBER/DECEMBER

BONDS THAT STRENGTHEN, TIES THAT BIND

46 NOVEMBER/DECEMBER | i4Biz.com

FEATURE

How Nelson Mullins Became Orlando’s Trusted M&A Counsel By Meaghan Branham

Pictured Left to Right: Doug Starcher, Pete Schoemann, Matt Armstrong, Holly Collins, Cassie Coolidge and Chip Gray

ducators, protectors and advocates. In the world of mergers and acquisitions, business owners often find themselves in need of all three. It might seem like a tall order, but the attorneys at Nelson Mullins Riley & Scarborough LLP excel in all these roles. In these transactions, Managing Partner Doug Starcher explained, working closely together over the course of a couple of high-intensity months with a shared goal often means a deep and one-of-a-kind bond is developed between Nelson Mullins and business owners. The only people who seem to appreciate the trusted personal relationships more than Starcher and his team are the clients themselves.

Guiding Light and Helping Hand

For entrepreneurs, especially those who have never sold a business, having that guidance and expertise on their side is invaluable. “Corporate acquisitions are emotionally and mentally draining transactions,” Starcher said. “We seek to shoulder as much of that burden as possible by explaining what to expect, what the owner needs to focus on and what dangers we want to protect them from.” One of those clients was ProfitSword, a local software as a service (SaaS) company that called upon Nelson Mullins to help it sell its assets, including intellectual property (IP), to a private equity firm earlier this year. “I have known Doug Starcher at Nelson Mullins for over 20 years,” said Mike Patton, one of ProfitSword’s founders and co-owners. “He crafted the words that birthed our company in 2001. He was as

i4Biz.com | NOVEMBER/DECEMBER

FEATURE excited about ‘our baby’ as we were. At the very start, he negotiated for us the ownership of our IP. Being ‘new parents,’ that was a particularly stressful time, but Doug guided us through. “And as our ProfitSword family grew, he and his team kept us healthy, reviewing all our contracts and protecting us from business risks. By 2019, Nelson Mullins backed us with a whole team of legal experts helping ProfitSword expand internationally. Finally, in 2020, Doug and his team spent long days, nights and weekends wrapping up our sale. They were the right trusted partner in growing our company.”

Merging a History and a Future

Nelson Mullins’ current standing in Florida is the result of a merger of its own — with Orlando-based Broad and Cassel LLP. That fusion has yielded advantages for the team and its clients and ultimately has resulted in Nelson Mullins becoming the 69th-largest law firm in the nation. Beyond the firm’s size, Starcher said, the primary benefit of the merger is the availability of experienced subject matter professionals now at his disposal. The local team can call on its “A-team” experience for answers to technical questions in areas such as IP, cybersecurity, data privacy and employment benefits. While the size and experience of the firm allow it to go toe to toe on any issue with the largest private equity law firms in the country, Southern roots allow Nelson Mullins to avoid charging New York or Chicago rates, Starcher said. “We recognize we are in the Orlando legal market, and we continue to price ourselves as such, because Orlando business owners are who we want to serve.” But that hasn’t stopped Nelson Mullins from broadening its horizons. The team’s growing reputation and deep bench have resulted in business sellers from around the country counting on Starcher and his team. This past year, one of the largest architectural and engineering firms in Texas, PBK Architects, hired Starcher and his tax partner, Pete Schoemann, to help with its sale. “Following the lead of Doug Starcher, the Nelson Mullins team was nothing short of amazing,” said co-CEO Chris

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Cunico. “The process was handled with true professional grace. They aggressively pressed key issues when warranted and strategically finessed other situations. The range of expertise across the team of attorneys provided PBK with comprehensive guidance that resulted in a tremendously successful outcome.”

“My attorney has been Doug Starcher for the past 10 years. Doug and his team were essential as we sold one of our spinoff companies, ProKnow LLC, last summer. Anyone who is looking to buy or sell a company, I highly recommend Doug and his team at Nelson Mullins.” – Richard Sweat President, .decimal

has not lost his passion for helping businesses grow and ultimately navigate an exit transaction. As much as he likes to tout the national legal experience now at his disposal, Starcher really beams when talking about his Orlando team. “I know of no more talented corporate and partnership tax lawyer than Pete Schoemann,” Starcher said. “Pete has saved clients literally millions of dollars in taxes during the past year as a result of deal structuring recommendations.” Starcher saves some of his most effusive praise for Matt Armstrong, a new partner with whom he has worked for more than six years. Armstrong handles as many acquisitions each year as Starcher and Schoemann. “Matt is a remarkably detailed and talented securities lawyer who has transitioned from student to teaching me new things on each deal,” Starcher said. Despite having a seasoned team in Orlando and more than 80 M&A lawyers firmwide, Starcher said the firm could use more corporate lawyers on its Orlando team. “We have been so overwhelmed with transactions this year, you would never know we were in a pandemic. We would welcome more help at all levels.”

One-of-a-Kind Bonds

PBK is one of 12 acquisitions the Orlando team has handled for buyers and sellers in Texas and Oklahoma in the past few years.

Leading the Team

Starcher stepped into the managing partner role at Nelson Mullins’ Orlando office in January 2019 and leads the firm’s Florida Corporate Practice Team. Despite the extra responsibility, he

When asked about Nelson Mullins’ continued success in light of recent hardships like the COVID-19 pandemic, Starcher comes back to the bonds created through years of genuinely caring about the success of his clients and the knowledge his team gained from guiding clients through hundreds of acquisitions. “I have relied on Nelson Mullins for everyday counsel for seven and a half years now,” said Waymon Armstrong, CEO of Engineering & Computer Simulations in Orlando. “I trust Doug Starcher and his team to always provide thoughtful counsel. It’s clear that they care about me personally and about the success of my business. Doug is not only my attorney, but my friend. He is not just my and my family’s trusted agent, but our company’s.” That trust is mutual, Starcher said. “At the end of the day, the satisfaction that comes from an appreciative client, and the friendships created, are the greatest rewards.” ▯

COMPANY SPOTLIGHT

“We are making a difference in helping our clients who may be dealing with a difficult and sudden financial hardship or health situation.” — Doug Foreman

Doug Foreman, CLU, ChFC CEO

Tina Craft Vice President, Strategic Solutions

Fringe Benefit Plans “We strive daily to deliver a positive and professional employer and employee experience. My favorite aspect of work is the relationships we serve.”

A Focus on Comfort FBy Meaghan Branham

tarted by CEO Doug Foreman’s father in 1969, Fringe Benefit Plans Inc. has long provided expertise in employee and executive benefits. Today the firm serves more than 130 clients in a high-touch industry, helping clients through everything from new hires to employee terminations. The firm provides recruiting and retention strategies that prioritize health and wellness as well as employee satisfaction. It has served as an invaluable asset in times of uncertainty, including today during the COVID-19 pandemic. “Employee benefits is a complex topic that touches individuals and families in our community,” said Tina Craft, vice president of strategic solutions. After graduating from the University of Central Florida with a degree in sociology, she aspired to work in a field focused on serving people. She found that work at Fringe Benefit Plans. At the heart of the firm’s services is the ability to provide comfort, reassurance and guidance to clients. Whether providing executive benefits, employee benefits packages, insurance solutions, group medical coverage or corporate benefits packages, the focus is on people, Foreman said. “My favorite aspect of work is the relationships we’ve built among our team as well as our clients.”

— Tina Craft

JULIE FLETCHER PHOTOGRAPHY specializing in commercial, portraits, products and real moments

juliefletcherphotography.com i4Biz.com | NOVEMBER/DECEMBER

PARTNER SPOTLIGHT

Michael Hardison

Bill Reidy

Solar Field Expert

President PWRhouse Consulting

Goldin Solar

SUSTAINABLE SOLAR MEETS SUSTAINABLE SALES By Meaghan Branham Photography by Julie Fletcher

n a positive twist from the COVID-19 pandemic, global carbon emissions are expected to have fallen by about 8% in 2020 because of the downturn in economic activity, giving an unexpected bonus to the environment, according to the International Energy Agency. But recoveries from previous global economic crises have generally been accompanied by a large jump in emissions. That same increase can be expected this time unless recovery plans are designed to align with long-term international goals for sustainable development — a topic that is increasingly important to business leaders. In looking toward the future, many individuals are asking how they can build a life around sustainability, helping the environment while also saving money. That’s where Michael Hardison, a solar field expert at Goldin Solar, comes in. “Most of my clients finance, and what’s great about that is it is the only improvement you can make in your home

NOVEMBER/DECEMBER | i4Biz.com

where you are cash-flow positive from day one,” said Hardison, who started with Goldin Solar in Orlando in 2017. “There is also a federal tax credit for going solar. And the cherry on top is it’s great for the environment.” Solar energy has long been a hot topic in the world of renewable energy. It was one of the first to come to the forefront in the conversation, and in recent years has quickly become more achievable for both residential and commercial properties. In the past decade, solar has experienced an average annual growth rate of 49%, according to a Solar Energy Industries Association report, thanks to factors like a 70% drop in the cost to install solar and an increased interest in renewable energy even prior to 2020. For Hardison, the Sunshine State seemed like the perfect place to start a global revolution in renewable energy. His position aligns his love of renewable energy, his passion for client relationships and his sales experience.

“I love the fact that what I do makes a difference,” Hardison said. “Who doesn’t want a cleaner planet or cleaner water? With solar, I’m able to provide people with clean sustainable energy for less than they pay to the utility company.”

A Different Approach

With years of experience, including four as a sales manager in RaleighDurham, North Carolina, for pain management technology company HiDow, Hardison is no stranger to the world of business development. To make the biggest difference in his work, Hardison recognized his sales skills needed to be fine-tuned even further. Luckily, process and personal commitment are not exclusive to the renewable energy world. They work in every industry. At the ready to help Hardison shape his skills was Bill Reidy, president of Sandler Training by PWRhouse Consulting. Sandler’s programs are designed to create sustainable processes for long-term

PARTNER SPOTLIGHT

success. When the two met in one of Reidy’s free workshops and began working together, Hardison’s sales acumen would be put to the test in ways they didn’t predict. “Right after I started working with Bill, COVID-19 changed everything,” Hardison said. “Where before I was meeting with clients in person, now I had to transition into learning how to sell virtually. That was something I had to get comfortable with. What Bill helped me realize is that with social media today, people are already building relationships through these mediums. With the strategies I’ve learned from Bill, I’ve had some of the best sales numbers in my career these last several months — and all of that was done virtually.” Reidy and his wife, Paula, marvel at how their company’s training has helped so many entrepreneurs and business development leaders adjust and thrive

“I love the fact that what I do makes a difference. Who doesn’t want a cleaner planet or cleaner water?” — Michael Hardison

during the COVID-19 crisis. The Sandler system, developed in 1967 by David Sandler and used in more than 30 countries and 15 languages, focuses on behavioral psychology and a level playing field for buyer and seller that leads to a collaborative relationship instead of a hard sell. “Michael not only absorbed the ideas and content behind the Sandler methodology, but he channeled this into a new sales approach utilizing a virtual selling model, even exceeding his 2019 sales performance,” Reidy said. “Anytime a client’s goal is to not only learn and absorb the new ideas but successfully put them into action for improvement and growth, it’s very gratifying,” he said. “Change is hard and not always a guarantee. Success in the pursuit of a goal is a partnership, and when done right it is the best part of my job.” ▯

i4Biz.com | NOVEMBER/DECEMBER

PARTNER SPOTLIGHT

Robert Agrusa

Bill “Roto” Reuter

President/CEO

President

Apopka Area Chamber of Commerce

R-Squared Solutions

PARTNERING FOR GROWTH By Meaghan Branham Photography by Julie Fletcher

s Orange County’s second-largest city and the second-fastest-growing community in Central Florida, the City of Apopka has played a role in Orange County’s past and is certain to play a role in its future. When Robert Agrusa joined the Apopka Area Chamber of Commerce as president and CEO in 2017, he knew the organization’s future would depend on a careful analysis of how far it has come and the hard work it would take to bring its infrastructure up to the standards of a vibrant and rapidly growing community. Apopka’s history lies mostly in the agricultural sector, but in the past decade that focus has expanded to include more diverse industries — and residents. “A few years ago, when I arrived, the organization needed to go through a

NOVEMBER/DECEMBER | i4Biz.com

complete face-lift,” Agrusa said. “It was set up in a way where we were focused only on the industries and the communities of the past.” Agrusa had spent several years working in state government and political campaigns across Florida before his work brought him to Central Florida in 2011. In 2015, he joined the Orlando Economic Partnership as the executive director of BusinessForce. When he joined the Apopka Area chamber two years later, the Tampa native knew that a careful look at the past, analysis of the present and a strategy for the future were vital to establishing an infrastructure that was up to date and sustainable for the organization and its community. Partnering with Bill “Roto” Reuter, president of R-Squared Solutions, Agrusa

and his team set out to begin that work. During a board retreat, Reuter took the chamber’s leaders through the process of re-evaluating their vision and mission statements, along with their values and strategic goals. With his help, Agrusa said, “We were able to focus on understanding the needs of the future and the goals of each board member. And from there we came up with everything new — a new chamber mission, vision statement, values and three-year strategic plan.” That plan was guided by three major goals, Agrusa said. “The first was, How do we better communicate with our community? How do we tell them what we offer and do?” The solution included a revamp of the website, a turn to social media engagement and a more robust

PARTNER SPOTLIGHT

email communication campaign. “All three of those have turned out to be of tremendous value, especially in this past year,” he said. “Communication is key.” The second was economic development. As a result of the retreat, the chamber’s team put together an economic development plan and pitched it to the City of Apopka. Since Jan. 1, the chamber has been leading all economic development efforts for the city. “In the world we are in right now, we have a foundation that will help us plan for the jobs of tomorrow, grow our local economy and set a path to recovery,” Agrusa said. The third goal was a more concentrated effort to recognize and

“We were able to focus on understanding the needs of the future and the goals of each board member. And from there we came up with everything new — a new chamber mission, vision statement, values and threeyear strategic plan.” — Robert Agrusa

honor the recent increase of diversity in the Apopka area. “Our community has demographically changed dramatically in the past 20 years,” Agrusa said. The board came away from its retreat with a plan to create a diversity and inclusion committee that was officially kicked off in January 2020. In a year marked by seminal moments for civil rights, the focus on diversity and inclusion has never been more invaluable. Now in year three of the plan — a year full of trials that no one could have predicted — that planning has proved strong, Agrusa said. “That initial foundation was so instrumental in us being successful as an organization moving forward.” ▯ i4Biz.com | NOVEMBER/DECEMBER

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UP CLOSE

Jan Edwards With

By Meaghan Branham

“Start-Up Girl.” The nickname given to Jan Edwards in one of the many phases of her career might still be one of the most apt ways of describing the leader, business owner, philanthropist and innovator. With decades of experience in sales, including more than 15 years in leadership at Bright House Networks/Time Warner, she had already established herself as a sales and communications expert when she began the steps toward her next journey: Paving The Way Foundation. It started when she attended the United Nations Global Education and Technology Health (GETHealth) Summit, where she met Dr. Enawgaw Mehari, a neurologist from Kentucky. Mehari runs a 501(c)(3) focused on orphans and vulnerable children in Ethiopia. “We all have those moments in time when we meet someone or see someone speaking and we feel drawn to connect with them,” Edwards said. “That was the case here.” They kept in touch via text and email until one day he told her of his upcoming trip to Africa. “I said, ‘Have a great time. Let’s talk when you get back,’” she recalled. Mehari’s response came as a question: “Do you want to go?” Well, as Edwards puts it, “It’s not every day you get invited to go to Ethiopia.” So she went. What followed has been a story of discovery, perseverance and change. “What we’re doing is important work,” Edwards said. “I know what the other side looks like. We work with many survivor/warriors and have several on our advisory board. They have been through things unimaginable. I see the faces of the children who are suffering on a daily basis in my mind, I see them on the news and know they are being exploited. There is no question why I do what I do. Prevention education is the key to ending child trafficking. It is what gets me up and drives our team every single day.” Can you describe some of your experience in sales and marketing, and how working with Fortune 500 companies prepared you for your involvement in philanthropy? At Time Warner, I worked for a large company with an extraordinary leader, Anne Ragsdale. Under her leadership, I gained the skills to meet people where they are, be curious about why they started their business and why it was important for them to succeed. Looking back, it was really a legacy conversation inside the realm of advertising and marketing. What laid the groundwork for Paving The Way were the times I was asked to start a new vertical or line item for the company, literally, from nothing. When there was a new opportunity, as the “start-up girl,” my boss tasked me to “figure it out.’’ I understand how to take an idea all the way to fruition. And do it successfully. That’s how Paving The Way Foundation’s film, Trapped in the Trade, was produced. We shot the film in two weeks — our crew, talent and

production team believed in what we were doing. Failure was not an option because we knew lives were at stake. Today, we use that film for all of our training programs. My business background means I understand the importance of using facts in business. One of my favorite business leaders, Jim Doyle of Jim Doyle Associates in Sarasota, said, “Facts tell, stories sell.” I’ve never forgotten that. Facts like: Online exploitation has increased 1,000% over the past year, which means millions of children in the United States are at risk of being exploited. Orange County has the secondhighest number of child-trafficking cases in Florida. Our community has the power to disrupt that. These are facts that grab people’s attention. As uncomfortable as they may be, it starts a conversation about what’s happening and how to prevent it. It’s simple—conversations can disrupt exploitation, and we are the ones who can do that. You and me, together.

What inspired you to start your work against human trafficking after your trip to Ethiopia?

Mission trips are fulfilling but exhausting, with 12- to 14-hour days where you give your heart and soul to others. On our way home one night, I saw two older men with two younger women, and it just didn’t feel right. You know that feeling in your gut when things just don’t sit right with you, but you can’t put your finger on it? When I got to my sponsor’s house and told him what I had seen, he said, rather nonchalantly, “That’s human trafficking.” I paused him and said, “Wait, what?” He continued, “Ethiopia has 4.5 million orphans, and we are the No. 1 source of human trafficking in the Middle East.” I said, “hang on, you’re telling me people are selling people?” And it was right there that this issue was imprinted on my heart. I came home, started doing research and learned that Florida has the third-highest number of calls to the national trafficking hotline, behind California and Texas. The average age

i4Biz.com | NOVEMBER/DECEMBER

UP CLOSE of entry is between 11 and 14. So I said to myself, “Ethiopia, I’m coming for you; however, I need to fix my own backyard first,” and we’ve been on that mission for seven years. Since then, we’ve educated more than 13,000 children and adults from Miami to Washington D.C., helped pass legislation at the state level (such as HB 851 in Florida), and we’re working to pass federal legislation and raise national awareness about this horrific crime.

What were the first stages of creating Paving The Way Foundation? Once I learned the facts, I went on a quest to understand why no one was talking about this. I spoke to people at the Department of Homeland Security, the FBI, the Florida Department of Law Enforcement, undercover police officers and survivors. I asked everyone the same question: “What’s missing that would make the biggest difference?” They all said awareness. With my background in marketing and advertising, I knew I could help Given that children are the primary targets of predators, it was natural to talk with parents, and we tried, but mostly they couldn’t fathom the reality of child trafficking. That was frustrating, and I wasn’t giving up. I’d talk to anybody who would listen, and a plan began to form. I hired business coaches, took additional training and built relationships with other local organizations that were doing similar work. At the time, people were mostly focused on rescue and rehabilitation, which is super important, but only a few were focused on prevention. Learning that our children were the target, it was a natural place for us to disrupt the cycle, and that’s how we came to do what we do: educate, empower and prevent child exploitation. Our target audience is students, especially those in middle school, and the people who surround them. I’m happy to say that parents have come around and are now hungry for this information.

How has the COVID-19 pandemic affected your work and the issue of human trafficking?

According to the National Center for Missing and Exploited Children, tips about online child exploitation have quadrupled since the start of the COVID-19 outbreak. With everything going online, children

NOVEMBER/DECEMBER | i4Biz.com

began experiencing increased isolation and less social interaction. In April of this year, the center’s CyberTipline received more than 4 million tips about online child sexual abuse. Since most of the foundation’s programs had been delivered in person, we leapt into action to take our mission online. By early April, we had produced a dozen 30-minute videos that debunked myths about human trafficking, and we shared them on Facebook, Twitter and YouTube. We created four videos in Spanish for the Latin community. Most people don’t realize that human trafficking knows no socioeconomic or demographic boundaries. Children in affluent areas are as much at risk as those in lower-income areas. With increased job losses, thousands of families are in danger of exploitation, but we are out to disrupt that — as quickly as we can — by educating our community. One conversation, one deleted app, one call to the national trafficking hotline can save a life.

What is it like running a nonprofit in these times?

Exhilarating, scary and fulfilling, knowing that we make a difference every day. We run our 501(c)(3) like a business because, quite frankly, the only difference between my organization and a forprofit business is the tax code. We have a responsibility to run our organization as such. Not-for-profit doesn’t mean free — it means we take our profits and put them back into the organization. More people have stepped up to become involved, and we’ve raised a record amount of money this year since being accepted into the GlobalGiving Accelerator, a platform that helps nonprofits build skills, access tools and grow their base of supporters. Now we can share our mission with the world. One of the challenges was moving from a business environment, where there is a clear exchange of products, goods or services for money, to engaging donors to contribute to an organization that deals with a topic that makes people uncomfortable. However, with increased news coverage of high level arrests children being rescued, people are more willing to partner with us. We’ve created our first annual awareness campaign and fundraiser for Nov. 20, called Lights on For Children, where we invite people to turn

their porch lights blue to shine a light on child exploitation.

How can people in industries like finance leverage their skills and backgrounds to do their part to help the cause?

First and foremost, they can become educated about child trafficking and exploitation and share with others what they learned. Paving The Way Foundation has numerous resources on our website including downloadable tools and links to videos on YouTube. We are always looking for Mission Ambassadors we can train to speak virtually or in person with their friends, family, civic organizations, church, youth groups and parents. We love talking to potential new board members as well, especially people with experience in fund development, finance, marketing, education and curriculum development. We’ve created a Single Charity Fund backed by one of the top 5 LC Foundations in the world for people to contribute to the sustainability of our operations and program development. This will give us an opportunity to hire staff, expand our reach, and allow 100% of our public contributions to go toward program delivery. It’s a unique and effective way to run an organization like ours. We invite our community to partner with us to invest in our children and families here in Central Florida. ▯

FOR MORE INFORMATION

Lights on For Children event: www.globalgiving.org/donate/77919/ paving-the-way-foundation-inc

DOWNLOAD THE SIGNS OF HUMAN TRAFFICKING www.pavingthewayfoundation. org/uploads/6/1/0/6/61066657/ info_one_sheet_.pdf

National Human Trafficking Hotline:

888-373-7888

BEST PRACTICE

Romaine Seguin

is president of UPS Global Freight Forwarding, where she oversees air, ocean and rail freight forwarding, as well as brokerage and supplier management, for the 220 countries and territories UPS serves around the world. She can be reached at rseguin@ups.com.

? Leadership DEFINING YOUR ROLE IN RELATIONSHIP TO YOUR ‘WHY’

A A leader is more strategic and focused on longterm vision. This person understands the ‘why’ of the organization. — Romaine Seguin

s i4 Business magazine honors local leaders this month with the Business Leaders of the Year awards and profiles in this issue, it’s important to talk about what makes great leaders. The magnificent people who have been highlighted in this yearend edition of the magazine have many of these traits. I want to share some of my thoughts on leadership through my journey at UPS. Do you lead or manage? When you manage, you’re moving in more of a tactical manner. You might have a checklist and follow a, b, c and so forth as you plot out the “how” of the organization. A manager holds each action accountable, and an extreme form of managing is called a micromanagement style. A leader is more strategic and focused on long-term vision. This person understands the “why” of the organization. A leader will spend a fair amount of time externally. Take a long look at how you spend your time and on what areas of the business, and you should be able to answer the question of whether you lead or manage.

NOVEMBER/DECEMBER | i4Biz.com

Here are some of my thoughts on what makes an effective leader:

Leaders need to be approachable. This is key. Often we think we’re too busy or that something is not important enough to make time for a call or an appointment. All of us attend conferences now via virtual settings. We all have LinkedIn profiles. We do get a lot of communication in many different ways, and yes, it can feel overwhelming at times. It’s important to be respectful and answer people’s inquiries. That does not mean you have to give up all of your time, but do invest some. In most cases, I try to allow 15 to 30 minutes for a meeting. I typically have tremendous takeaways from this investment. Leaders must be purposeful and intentional. Developing people is the most rewarding part of my job. When you’re a leader, all eyes and ears are on you and how

Experienced M&A and Corporate Counsel Solutions for Entrepreneurs you speak, how you listen, how you pay attention, how you dress and how you handle tough situations. We are always on stage professionally and personally, and we need to be mindful as role models when leading people.

Leaders must invest in succession planning. It’s important to develop people on your team through a process of identifying talent and using a consistent written annual plan with checkpoints throughout the year. Also, give your employees opportunities to present to senior staff. This is the best experience you can give someone you’re developing to become a future leader.

Leaders must be the holders of the “why.” What is truly the purpose of the organization to the community? Once you understand the purpose, how do you articulate it to the team? At UPS, our why is “Moving our world forward by delivering what matters.”

We’ve delivered many school supplies to enable children to learn remotely during the pandemic. Facilitating learning and helping students is the purpose and what matters, not the delivering of the supplies. We’ve moved many, many 747 freighters full of personal protective equipment (PPE) since the outbreak of COVID-19. The purpose is to protect the frontline essential workers, whether they’re medical professionals, grocery store employees or others who have kept the country going. The “why” is much bigger than any one of us in the supply chain. I’ll give another example. In September 2014, CVS Pharmacy made the decision to stop selling tobacco products. That decision cost the company $2 billion in annual sales. But selling tobacco products was against the purpose of the company’s existence, which is to help people on their path to better health. CVS made the decision to do what its leaders viewed as the right thing for the organization’s customers. I want to congratulate all of the Business Leaders of the Year. Thank you for leading employees, communities and organizations. Let’s look forward to leading the way in 2021. ▯

Nelson Mullins Broad and Cassel offers the strength and resources of attorneys and professional staff with experience in a range of services to meet all the legal needs of a growing company. Then, when you are ready to exit, Nelson Mullins has the experience to guide you through your acquisition.

For general business or acquisition questions, call: Doug Starcher 407-839-4208 Pete Schoemann 407- 839-4225 Matt Armstrong 407-839-4258 In Florida, known as Nelson Mullins Broad and Cassel, Attorneys and Counselors at Law 390 North Orange Avenue | Suite 1400 Orlando, FL 32801 nelsonmullins.com | 407.839.4200

i4Biz.com | NOVEMBER/DECEMBER

BEST PRACTICE

Meaghan Branham

is the managing editor for i4 Business, where she oversees the company’s digital media strategy, handles client relationship marketing for the print and digital magazines, and serves as one of the publication’s lead writers. A native of Brevard County, she splits her time between Central Florida and Nashville, Tennessee.

Marketing HOW TO GET MORE EARNED MEDIA COVERAGE FOR YOUR BRAND

Earned media coverage is content marketing at its best. — Meaghan Branham

t might not be true that any press is good press, but it certainly is true that the kind of coverage now known as “earned” press has a special ring to it. In fact, it is music to the ears of many marketing experts. Earned media is coverage or promotion of your brand that is free, as opposed to paid advertising. Examples are when a reputable website shares or republishes your content or when news outlets cover your brand in a story. It’s essentially word of mouth, with the added element of reputability. And just because it’s free doesn’t mean it’s ineffective. The numbers alone make a strong argument:

Ɏ 57% of people in the United States trust what they hear from friends and family the most when it comes to a new product.

Ɏ According to a Nielsen report, 83% of consumers trust word-of-mouth publicity more than direct advertisements from brands.

Go Broad

Ɏ 25% to 40% of all traffic and lead generation comes from earned media.

NOVEMBER/DECEMBER | i4Biz.com

Earned media coverage is content marketing at its best, doing the triple duty of establishing your brand as an authority, informing your audience and spreading the word about your work, all at no cost to you. And while earned media is promotion not managed by a marketing team, there are things you can do to make yourself more likely to be noticed by media outlets. It’s all about creating content that is newsworthy. If you’re looking for ways to be noticed by news outlets and journalists, remember what kind of content these sources are looking for: stories that are relevant, current and appeal to a wider audience. Stories about just your

brand typically will not be picked up. A better bet would be something a bit broader. A story or press release relating to your industry as a whole, a charitable partnership with a topical mission or a company culture lesson are all better bets for casting a wider net.

EMPOWER & DEVELOP YOUR MOST SUCCESSFUL TEAM!

Reports and Studies

Journalists and audiences are more likely to take an interest in and trust a data-driven story. Curating your own white papers, reports and studies that tackle industry issues or hot-button topics can pack a bigger punch.

Bill ‘Roto’ Reuter

Leverage Your Paid Media Coverage

Often, traditional advertising in combination with your other efforts can get you noticed. This means a good marketing strategy focuses on both. Paid advertising can increase brand name recognition and, in turn, make other outlets more likely to want to feature you as a reliable source or well-known name. That can then lead to more brand trust and so on. Just remember to keep an eye on what kind of paid content seems to lead to the most earned coverage so you can best leverage your momentum.

Social Media

Social media has really changed the meaning of “earned media” since its introduction not so long ago. Today, interacting with audiences on social media, posting reviews and testimonials on different platforms, and producing shareable content can get your product and brand in front of more people than ever before. This digital word-of-mouth strategy is powerful, and the best way to get the most out of it is to stay engaged and active. You can see which posts are getting you the most earned coverage and use these statistics to shape your goals and strategies.

Awards and Accolades

Recognition from your community doesn’t just feel good — it’s also usually accompanied by press releases, articles, social media shout-outs and more. Keep an eye out for upcoming ceremonies or opportunities to recognize a member of your team or leader, and you might be surprised at how much of a boost it can give you. Earned media might not be paid for — but it definitely is earned. It comes from a mix of strategy, intention, consistency and reliability. Think of it like a spotlight: Sometimes, it will fall on you at just the right moment, but at other times you might have to nudge it a little bit in the right direction. Either way, be ready to show off what you’ve got when it lands on you. ▯

CUSTOM CORPORATE TRAINING PROGRAMS EXECUTIVE COACHING Equipping organizations like yours to reach greater success.

LOOKING TO TAKE YOUR ORGANIZATION TO THE NEXT LEVEL? Connect with us and schedule a complimentary coaching session

Tel: 240-577-9017 www.RotoSpeaks.com i4Biz.com | NOVEMBER/DECEMBER

BEST PRACTICE

Denise Merritt founded Merritt Business Solutions in 2017 to provide clients with professional employer organization (PEO), payroll and benefits services in Florida and other markets nationwide. With almost 30 years’ experience, she has built her career by “doing the right thing” for her clients, colleagues and community. For an initial free consultation, she can be reached at: merrittbusiness.solutions.

Finance GET ‘PAID’ TO INNOVATE: CLAIM FEDERAL R&D TAX INCENTIVES

I R&D tax credits represent an exciting and often underused resource for companies as they emerge from the challenges posed by the 2020 pandemic. — Denise Merritt

n light of the turmoil of 2020, almost every U.S. business needs to reimagine its current offers and operations. This means you will invest time and money as you rethink, explore, test and deliver new and improved goods and services. You might design new products, improve your processes, find better uses of assets and resources, and develop ways to provide specialized services that meet changed market demands. You might create or refine technology that stands behind this work. You could hire people whose talents bring new skills to your team and try ideas that explore directions for potential increases in your business. And all of this effort and investment can potentially reduce your U.S. federal and state tax obligations today and in the future. It might also put cash in your pocket from prior investments. The U.S. government and many states encourage and reward businesses for their innovation efforts. With some straightforward record-keeping and documentation, you are likely to qualify for IRS and state Research and Development (R&D) tax credits that can offset your expenditures. This short overview introduces you to R&D tax credit processes.

What is an R&D Tax Credit?

A federal, state or local government-sponsored tax-based financial incentive can offset the costs a business incurs when it explores new ideas. It

NOVEMBER/DECEMBER | i4Biz.com

is offered as an encouragement for companies to establish operations in a certain location or innovate in a type of industry. It can help attract and keep jobs in the areas where they are offered. Tax credits can reduce current or future tax obligations, enabling more money to remain within the company. Because tax credits can be claimed for prior years, they can generate cash for the applicant.

Who Is Eligible

Businesses of any size are eligible as long as they invest in innovation. Credits can be awarded in any industry and are common in areas such as technology, architecture, construction, manufacturing, healthcare, transportation, energy and many others. The eligible company needs to invest in these general activities: Ɏ Designing and developing new products and processes. Ɏ Enhancing existing products and processes. Ɏ Developing and using prototypes. Ɏ Developing and testing software and technology. Ɏ Using materials in new ways, or developing new materials.

Tax credits can be awarded for hiring employees, testing new ideas, establishing new processes, expanding business operations, and other activities that are routine for many businesses.

How to Explore Tax Credits

First, research public information to see which activities related to your business area of interest qualify for consideration for R&D tax credits. The IRS website is a good place to start. Ɏ www.irs.gov/businesses/research-credit Ɏ www.irs.gov/businesses/audit-techniques-guidecredit-for-increasing-research-activities-i-e-research-taxcredit-irc-41-qualified-research-activities The IRS and state taxing agencies maintain a database of rules and activities that are eligible for tax credit. In Florida, the areas for R&D credits are limited, and they are explained here: https://taxapps.floridarevenue.com/CorporateTaxCreditRD/ Instructions.aspx Next, confer with employees and professionals who can assist the business with its financial processes (payroll and taxes), recruitment and hiring (HR) and operations (including engineering, marketing, manufacturing and logistics). Records and documentation are essential for earning the credit. Align all parts of your company and the services of your advisors to ensure that innovation activities and investments are noticed, recorded and shared. You need to present a complete picture of your company’s innovation commitments.

How to Qualify

Qualifying for tax credits involves diligence in recordkeeping. To claim the tax credit, the business must both 1) evaluate and 2) document its research activities in ways that establish the amount of qualified research expenses that relate to each qualified research activity. Examples of such documentation: Ɏ Payroll records. Ɏ General ledger expense detail. Ɏ Project lists. Ɏ Project notes. Ɏ Other documents a company produces throughout the regular course of business.

Government Regulations

An alphabet soup of federal regulations has eased the way for businesses to claim R&D tax credits. In light of the COVID-19 pandemic, new regulation is being created that will stimulate innovation and economic recovery. R&D tax credits represent an exciting and often underused resource for companies as they emerge from the challenges posed by the 2020 pandemic. Because this legal, financial and tax landscape is changing so rapidly, businesses should seek advice from experts who follow these trends regularly and understand the differences between programs their eligibility requirements. ▯

i4Biz.com | NOVEMBER/DECEMBER

INDUSTRY INSIGHT

The Business of

ART By Meaghan Branham

MEAGHAN BRANHAM is the managing editor for i4 Business, where she oversees the company’s digital media strategy, handles client relationship marketing for the print and digital magazines, and serves as one of the lead writers.

iving room concerts streamed on YouTube, live play readings via Zoom calls, and pop-up venues for drive-in movies and music events. Since the spring of 2020, the ways we consume our favorite forms of entertainment have changed drastically. This transformation has been difficult for audiences, and even more so for those in arts and entertainment who have been displaced by it. At an outdoor press conference in November for the Dr. Phillips Center for the Performing Arts, Orange County Mayor Jerry Demings highlighted the local impact of these changes: “The pandemic has had a devastating effect on our nonprofit arts organizations: nearly 10,000 events canceled, nearly 4,300 jobs lost, translating into roughly $4 million in lost wages.” Kathy Ramsberger, president of the Dr. Phillips Center, shared another statistic: “There are 3,000 independent theaters across the country, and many of them have closed permanently.” The Dr. Phillips Center has been a beacon for arts in the community since opening just six years ago. Its events have invigorated not only the creative spirit of Central Florida but its economy as well. In 2020 alone, Ramsberger said, the center was set to present 600 to 650 events, each requiring the support of 600 to 700 people. When COVID-19 made it clear the facility wouldn’t be able to open its doors anytime soon, Ramsberger and her team took a look at the potential lying right outside: the center’s front yard.

NOVEMBER/DECEMBER | i4Biz.com

Dr. Phillips Center Reimagines Entertainment in a Pandemic A Group Effort

“This is a motivational lift for the whole community.” — Kathy Ramsberger

Announced in October 2020 and kicked off Dec. 5, the Frontyard Festival uses the space on the lawn in front of the center to host a one-ofa-kind outdoor celebration running seven days a week through May 2021. The six-month event was the brainchild of Ramsberger, although she’s the first to say that making it happen was entirely a team effort. It has involved not only Orange County but also Orlando Mayor Buddy Dyer, the Downtown Orlando Community Redevelopment Agency and the Orlando City Commission. “What I’ve learned in my work with Mayor Demings and Mayor Dyer and their teams, and through this partnership between the center, the city and the county, is that when we put our minds to something, we’re going to get it done — even if it seems impossible,” Ramsberger said. “Any idea only becomes great when you have an exceptional group of colleagues and partners to make it a reality.” Demings described why the arts are so important right now: “2020 has been a difficult year for all of us. So to be here at this event, for me it really signifies that we are learning to live with the virus and do so in a safe manner. It’s nothing short of extraordinary. Helping a local arts and live entertainment industry is vital to our community.

The Lineup

Keeping Everyone Safe

Once the funding began to come together and the community came on board, the next step was determining how to keep everyone safe. Another partnership proved instrumental there. “We have been working with AdventHealth since we opened,” Ramsberger said. “We have always felt that the arts and entertainment are part of a healthy lifestyle, and they’ve been with us every step of the way with the pandemic.” In the past, the team has produced programs like the AdventHealth School of the Arts at the Dr. Phillips Center, in addition to research studies used to inform the programs. “AdventHealth and the Dr. Phillips Center began our partnership many years ago, as we know the arts can have a significant positive impact on our health — body, mind and spirit,” Sharon Line Clary, vice president of marketing and communications for AdventHealth Central Florida, said in a press release. “We applaud the Dr. Phillips Center and our local leaders for their innovation in bringing the arts back to Central Florida.” So what does a pandemic-safe festival look like? The Seneff Arts Plaza in front of the Dr. Phillips Center has been filled with 380 elevated steel “pods,” each measuring 5 feet by 7 feet and spaced six feet apart. A group of up to five people can purchase tickets for a pod, although two different parties cannot purchase tickets for one pod to avoid potentially dangerous intermingling. Masks are required except when guests are in their assigned pods. The whole space is enclosed by a wooden fence with an entry gate, and guests must pass temperature checks as they come in. Food is available on-site through restaurant partners. Guests have the option of ordering a picnic basket for their box and having the food delivered through the use of a mobile app, or walking to their favorite restaurants and bringing food back to their pods.

Entertainment is set to include everything from music to film to live theater to health and wellness activities. The first section of the lineup was announced in late November with musicians including Citizen Cope and G Love & The Juice, Jason Isbell and Amanda Shires, and Smith and Myers of Shinedown, as well as performances of Ragtime and the holiday tradition “Songs of the Season.” More are soon to be announced, but Ramsberger gave a hint of what’s in store for the months to come. In addition to the currently announced programming, the festival will present and co-present events with partners down the street including The Beacham, as well as team up with the YMCA to hold yoga classes and other health and wellness programs every morning. The Central Florida Music Association will help present a series it is calling “Live and Local,” with an emphasis on giving back to the artists who have donated so much to the community through their talent and time. “When the Pulse memorial was on this site, there was live music here for six weeks, twice a day,” Ramsberger said. “Musicians came out here every day and gave that to the community for free. So I called them and said, ‘It’s time for us to pay you back.’” Every day between 12:30 and 1:30 p.m., the center will be paying professional local musicians to play, and people are invited to study, work, eat lunch or just watch from the pods and enjoy the music. “Millions of people have been here since we opened, and when they come down for this they are going to be amazed, said Chuck Steinmetz, vice chairman of the center’s board of directors, who spoke at the announcement event. “We think it will attract people who haven’t been here before, who can become advocates for the Dr. Phillips Center.” In turn, the center will continue to advocate for the arts at a time when the community needs them more than ever. ▯

i4Biz.com | NOVEMBER/DECEMBER

INDUSTRY INSIGHT

The Business of

SPORTS By Jason Siegel

JASON SIEGEL is president and CEO of the Greater Orlando Sports Commission. Longtime Orlando sportswriter George Diaz contributed to this article.

Tampa Bay Bucs: Listen Up, Orlando

ello, Orlando. The Tampa Bay Buccaneers would like to have a word with you. They don’t mean to disparage our brothers and sisters in Miami and Jacksonville, but the City on the Bay is where you want to be this National Football League season. This pandemic has been unsettling, but the Buccaneers are still open for business on Sundays, and they want Orlando to be part of the team. It’s been that way since 2014, when the Bucs opened an office off Eola Drive in downtown Orlando. It’s a way of connecting with the community and bridging the 90-mile commute between Orlando and Raymond James Stadium. “Our goal has always been to embrace the Orlando community and become part of the sports landscape in the entire Central Florida region,” said Brian Ford, chief operating officer of the Bucs. “It was much more than simply wanting to sell tickets. We have been strategic in our approach to really grow our brand and our presence in the Orlando area.” The Buccaneers have done exactly what they set out to do in 2014. About 15% of their total season pass members are from the Central Florida area. The number has grown as the team has continued to invest in the Orlando community. The Bucs are involved in six Orlando area chambers of commerce, they’re staging youth programs, and Orlando Mayor Buddy Dyer has joined the Bucs for youth camps held near Camping World Stadium.

NOVEMBER/DECEMBER | i4Biz.com

“Our goal has always been to embrace the Orlando community and become part of the sports landscape in the entire Central Florida region.” — Brian Ford

The team has also created options to ease the commute to home games for Orlando-based Bucs fans. As many as 12 luxury buses have driven fans from here to Tampa for games as part of a package that includes game tickets along with transportation in style. While the 2020 season arrived with unprecedented fanfare and excitement, the COVID-19 pandemic has put a damper on those continuing efforts. The road trips are on hold because the team has had to operate at a limited capacity for fans and is honoring season ticket holders as a priority. The Buccaneers conducted a soft opening with limited fans for their game against the Los Angeles Chargers on Oct. 4 and have since opened Raymond James Stadium up to 25% capacity, starting with the home contest against the Green Bay Packers on Oct. 18. But the hope is that when things settle back down, the buses will roll along I-4 again between Orlando and Tampa. “The response to our bus transportation program has been outstanding and has exceeded our original expectations,” Ford said. “The ability to sit in comfort and not worry about the drive to and from the game has been a really big draw for many. While we are temporarily unable to offer that service due to the pandemic, we know there is a strong level of interest in that type of convenience package and that it will thrive again once we are back to regular business in the coming seasons.” Like the rest of the world, the Bucs are adjusting to the new world order. But they haven’t forgotten about the old way of doing business. That includes strong partnerships with a number of great companies with ties to Central Florida. Those include AdventHealth, Frito Lay and Publix. “Our corporate sponsors have also really embraced the benefits of our reach into Central Florida,” Ford

INDUSTRY INSIGHT

said. “We have been able to bridge the I-4 corridor and increase their activation opportunities. When you combine Tampa and Orlando, we're the fourthlargest market in the NFL, and we're proud of that. We encourage our partners that we have here in Tampa to also utilize our branding and activation across Central Florida, and they are all taking advantage of that benefit.” There’s another significant business component to the feel-good story between Orlando and Tampa: the team. The Bucs were in high activation mode during the off-season, landing a future Hall of Fame quarterback in Tom Brady, who played a role in coaxing his buddy, tight end Rob Gronkowski, out of his one-year hiatus. Entering this much-anticipated season, Brady and Gronkowski had connected on 90 career touchdown passes. You might have heard of this Brady guy in Orlando. He’s been spotted at Walt Disney World with his friend Mickey Mouse and other characters at several celebratory parades commemorating Super Bowl victories. Brady has been honored with a record four Super Bowl MVP awards (XXXVI, XXXVIII, XLIX and LI). Brady, who turned 43 in August, signed with the Buccaneers on March 20. His two-year contract was worth $50 million in fully guaranteed money, with up to $4.5 million each year in incentives. The Bucs also signed former Jacksonville Jaguars star Leonard Fournette to

further fortify their offense. Six games into the season, the Bucs were leading their division with a 4-2 record. With Super Bowl LV scheduled for Feb. 7, 2021, in Tampa, there would be no better storybook ending than the home team defending its turf in the chase for the ultimate prize, which would be a first in NFL history. “The goal every year is to win the Super Bowl,” Ford said. “This year, there’s an added incentive because we want to become that first team in NFL history to win a Super Bowl in our own stadium.” Whatever happens the rest of the season, the Bucs want Orlando residents to know they are part of the team. They want Orlando’s business. They will continue to cultivate relationships and sponsorships and, most importantly, sign any freeagent fans out there in Orlando looking for a team to roll with in 2020 and beyond. “We're not going anywhere,” Ford said. “Once we get through this challenging time with the pandemic, we're going to continue what we’ve started in Orlando as soon as we can. We will continue our organizational outreach with community-focused programming as well as additional branding and marketing activations that will reinforce our commitment to the region. We want to be there, and we look forward to celebrating our future success with Orlando and all of Central Florida.” ▯ i4Biz.com | NOVEMBER/DECEMBER

INDUSTRY INSIGHT

The Business of

REAL ESTATE By Mary Shanklin

MARY SHANKLIN is a freelance journalist based in Central Florida and the founder and publisher of Fifth Estate Media.

Could Our Future Honor Our History?

ooming over a brick street near the south side of Lake Eola, a half-century-old residential tower hints at how Orlando’s COVID-19 comeback might look. Work-from-home trends have softened demand for traditional office space. With that, pressures to raze old buildings and make way for new ones have eased. Baptist Terrace Apartments, built when Apollo astronauts were America’s heroes, recently defied Orlando’s theme song of Boom, Bust, Bulldoze. The Orlando Neighborhood Improvement Corporation purchased the 14-story building and has started renovations. “It’s solid as a rock. It does have some building code obsolescence, but not too bad,” said Robert Ansley, president of the group. “It would cost two to three times as much to build new.” As Orlando catches its breath from the pandemic, the region has a chance to take stock of quiet landmarks that add character and history to an otherwise generic landscape. During sizzling markets in the past, the Jaymont block on Orange Avenue fell for the Plaza building and historic homes got in the way of Lake Eola Park. Even Church Street Station’s storied shops and restaurants have long been whispered about as candidates for urban renewal. Even though saving buildings lacks the glamour of erecting glass towers, renovations can hold bottomline appeal. “Financially, things are tough in a lot of places,” said Orlando Historic Preservation Board Chairman Scott Sidler, founder and CEO of Orlando-based Austin Historical Inc. To help overcome financial challenges, Sidler pointed to federal grants that credit building owners with as much as 20% of the cost of renovations.

NOVEMBER/DECEMBER | i4Biz.com

Even though saving buildings lacks the glamour of erecting glass towers, renovations can hold bottomline appeal.

FEast End Market

“When you’re doing a $10 million project, you can get $2 million back just because it’s an old building,” he said. He cited Titusville, where the owners of the old Walker Hotel are tapping preservation credits as they reclaim the century-old address to become apartments. Additionally, Orlando offers small businesses forgivable loans to revitalize abandoned and neglected storefronts and facades. Ansley said his group is working with consultants on a federal historic preservation grant to help with renovation costs at Baptist Terrace Apartments, which was designed by the late architect Ernest Rapp. Throughout Central Florida, pieces of our history are increasingly added to endangered species lists, including Florida’s 11 to Save by the Florida Trust for Historic Preservation. This year’s list includes: • Black Bottom House of Prayer. This church near downtown Orlando was built in 1925 and became the heart of the Parramore community. The Spanish Mission-style building was named for the area’s low-lying

INDUSTRY INSIGHT

EBaptist Terrace Apartments land that often flooded. One of Central Florida’s oldest African American churches and schools, it won acclaim this year as a City of Orlando Historic Landmark. But a recent roof collapse has challenged preservation efforts, according to the Trust. • Eatonville Historic District. Established in 1887 as one of the first all-Black communities in the United States, Eatonville was brought to life in stories by author Zora Neale Hurston. The town’s collection of period buildings earned a spot on the National Register of Historic Places. Club Eaton reportedly drew music legends Ray Charles, Ella Fitzgerald, Billie Holiday, James Brown, B.B. King and Aretha Franklin. Like other buildings in the town, it has fallen into neglect, the Trust reported. • St. Cloud Municipal Utilities. The first flicker of electricity in much of Osceola County originated from this building. Seeming to outlive its usefulness, it was flagged for demolition in recent years. Today, St. Cloud Main Street has formed a group to investigate options to save it. • Lee School in Leesburg. This old building came to life in Lake County in 1915 and later became the Lee Adult Education Center. It also served as a community center and then a World War II day care serving mothers during war efforts. It was named to the National Regis-

ter of Historic Places in 1995 but became slated for the wrecking ball to make way for a senior-living development. The Leesburg Center for the Arts is working with city officials to save it.

Perhaps it’s time to value good bones as much — or more — than the dirt upon which they rest.

The Orlando region has celebrated adaptive-reuse projects including John Rife’s remake of an old Baptist church near Baldwin Park as the East End Market. ACE Cafe reclaimed the 1926 brick-clad Harry P. Leu Building near LYNX Central Station in downtown Orlando. Winter Park residents helped save and relocate Casa Feliz, which became one of the area’s most popular wedding venues. Supporters rescued the historic CapenShowalter House, which was cut into two pieces and floated across Lake Osceola to a new site at the Albin Polasek Museum & Sculpture Gardens. Developers of the Packing District near College Park are planning new life for old industrial buildings. None of us knows exactly how Orlando will reboot from the COVID-19 era. But we do know the region’s dwindling stock of historically significant buildings will eventually fall victim to development pressures. That would, of course, rob us of something irreplaceable. Perhaps now, as we rethink how our world will be reshaped, it is time to see the inherent value in buildings such as Baptist Terrace Apartments. Perhaps it’s time to value good bones as much — or more — than the dirt upon which they rest. ▯ i4Biz.com | NOVEMBER/DECEMBER

INDUSTRY INSIGHT

The Business of

NONPROFITS By Shelley Lauten

SHELLEY LAUTEN is a longtime Central Florida advocate, most recently serving as the CEO of the Central Florida Commission on Homelessness. She’s been a small-business owner, a regional convener and a corporate leader.

ave you ever heard this one? “I wish that charitable organization acted more like my business.” Methinks you should be careful what you wish for. Running a charitable organization is actually more complex than its equivalent-sized for-profit business. When your business needs to increase revenue, you sell more products and services to more customers, right? Sell more, get more. Let’s now consider your nonprofit peer who runs a local youth program. First, she must persuade members of the public that her cause is important enough for them to participate. Next, she has to show that her organization can be trusted with the funds. Then, she has to figure out how to build a sustainable source of revenue. Consider how Jennifer Porter-Smith, executive director of Legends Academy, a charter K-8 school in the Washington Shores neighborhood of Orlando, has to plan her revenue stream: “As a public charter school, we only receive 70 cents to the dollar of a traditional public school. Therefore, we rely on our community to support the work that we do to end the cycle of poverty of youth who live in our city’s most disadvantaged neighborhoods. And end-of-year giving allows us to effectively plan for the remainder of our school year.” Revenue sustainability is the ongoing scourge of most every nonprofit leader. In 2020, add to that a pandemic, historic unemployment and greater need than ever before to provide more products and more services to more people. As Ashley Vann, founder and executive director of the Victory Cup Initiative, tells us: “Shoestring budgets and limited

NOVEMBER/DECEMBER | i4Biz.com

Generating Revenue Through Charitable Giving

“A financial gift says, ‘I trust you and I believe in your work.’” — Ashley Vann

funding are detrimental to nonprofits fulfilling their mission. A financial gift says, ‘I trust you and I believe in your work.’” Given the market uncertainties, how can business and community leaders be asked to give in this time of instability? By understanding the ways that end-of-year charitable giving is a giveand-get solution for both them and their charity of choice. FIRST, LET’S CONSIDER SOME FACTS. Nationally, it is estimated that nearly one-third (31%) of charitable giving occurs in December, and 12% of that giving occurs on the last three days of the year. Certainly, holiday sentiments increase many people’s desire to give to others. But there are also

INDUSTRY INSIGHT

To learn more and donate to the organizations spotlighted in this article:

financial incentives for annual giving to be considered as a way to end 2020 on a positive note. In fact, according to Jeff Hayward, CEO of the Heart of Florida United Way, “Giving in and of itself is important. But there is nothing wrong with considering the tax implications of that giving. Oftentimes, it is more beneficial to the donor to donate stocks, property or other assets. Either way, the charity of your choice benefits from the generosity.”

COMMUNITY HOPE CENTER

HEART OF FLORIDA UNITED WAY

LEGENDS ACADEMY

THE VICTORY CUP INITIATIVE

hope192.com

hfuw.org

legendsacademy.org

victorycupinitiative.org

Here are four charitable giving options to consider in your end-of-year planning: • Consider CARES ACT Changes to Charitable Giving. According to the IRS, “Previously, charitable contributions could only be deducted if taxpayers itemized their deductions.However, taxpayers who don’t itemize deductions may take a charitable deduction of up to $300 for cash contributions made in 2020 to qualifying organizations. For the purposes of this deduction, qualifying organizations are those that are religious, charitable, educational, scientific or literary in purpose. The law changed in this area due to the Coronavirus Aid, Relief and Economic Security Act. The CARES Act also temporarily suspends limits on charitable contributions and temporarily increases limits on contributions of food inventory. More information about these changes is available on IRS.gov.” • Give Non-cash Assets. In addition to cash and for those who itemize deductions, appreciated non-cash assets such as stocks, real estate and mutual funds may offer an additional tax benefit in comparison to cash donations. Beyond claiming a deduction for the fair market value of an asset, donors can potentially eliminate the capital gains tax they would incur if they sold the asset and donated the cash proceeds. This can mean even more going to charity and less to taxes, which benefits both the individual and the corporation.

“Nationally, it is estimated that nearly onethird (31%) of charitable giving occurs in December, and 12% of that giving occurs on the last three days of the year.” — Shelley Lauten

• Make a qualified charitable distribution (QCD) of IRA assets. Whether itemizing or claiming the standard deduction, individuals age 70½ and older can direct up to $100,000 per year tax-free from their individual retirement accounts (IRAs) to operating charities through QCDs. By reducing the IRA balance, a QCD may also reduce the donor’s taxable income in future years, lower the donor’s taxable estate and limit the IRA beneficiaries’ tax liability. • Use a charitable deduction to help offset the tax liability of a retirement account withdrawal. To avoid an early withdrawal penalty, those over age 59½ who take withdrawals from retirement plan accounts in 2020 may use deductions for their charitable donations to help offset income tax liability on the withdrawals. As with the above strategy, this offers the additional benefits of potentially reducing a donor’s taxable estate and limiting tax liability for account beneficiaries. Now’s the time to check with your tax or legal advisor to take any necessary action. As the Rev. Mary Downey, CEO of the Community Hope Center, so succinctly summarizes: “The fact is that while this pandemic has dealt a heavy blow to working-class families, many people have done very well in the stock market. I hope donors who were pleasantly surprised by their stock gains will consider passing some of those gains along as charitable giving.” ▯ i4Biz.com | NOVEMBER/DECEMBER

BUSINESS SEEN

GATEWAY ORLANDO DISTRICT WELCOME The Gateway Orlando District Board of Directors welcomed its new executive director, Lourdes Mola, during a socially distanced reception Nov. 13 at the organization’s headquarters off State Road 436 near Orlando International Airport. As a first-generation Cuban American who owns an Orlando-based consultancy, Mola brings 25 years of corporate experience to the role. The district is revitalizing the beauty and economic vitality of the Semoran Boulevard corridor.

1 – Lourdes Mola and Bernadette Cipriano

2 – Susan Wilcox, Carolina Marin and Lourdes Mola 3 – Musician William Oritz 4 – Frances Rios and Lourdes Mola 5 – Diane Sears and Frances Rios 6 – Noel Ortiz, Brasilia Terrero and Miriam Aponte

7 – Carlos Perez and Dihann Smith

8 – Yulitza Aguirre, Brasilia Terrero and Noel Ortiz

NOVEMBER/DECEMBER | i4Biz.com

BUSINESS SEEN

9 – Carolina Marin and Luis Hernandez 10 – Jeannette Quinones-Hernandez, Carlos Gomez, Juliana Garces and Luis Hernandez

11 –AJ Stagg and Carolina Marin 12 – Jose and Lourdes Mola 13 – Paula Machado, Karla Muniz, Lourdes Mola and Dihann Smith 14 – Angel de la Portilla, Karla Muniz and Frances Rios 15 – Event sponsor El Cilantrillo 15

i4Biz.com | NOVEMBER/DECEMBER

BUSINESS SEEN

PEPSI STRONGER TOGETHER AT HARBOR HOUSE In a ceremony on Nov. 9, Pepsi Stronger Together broke ground on new and refurbished basketball courts at Harbor House of Central Florida, an Orange County shelter that provides critical life-saving services to survivors of domestic violence. The Orlando Magic and the Shaquille O’Neal Foundation partnered on the event with Pepsi Stronger Together, a national initiative created in May to empower and engage communities around the nation.

1 – DJs 5

2 – Shaquille O’Neal and law enforcement officers 3 – Terrence Ross addresses the media 4 – Shaquille O’Neal 5 – Derek Lewis, Michelle Sperzel, Aramis Ayala, Shaquille O’Neal and Steve Clifford 6 – Aramis Ayala, Shaquille O’Neal and Michelle Sperzel

7 – Shaquille O’Neal speaks with the media

8 – Orange County Undersheriff Mark Canty, Orlando Magic guard Terrence Ross, PepsiCo North America Beverages South Division President Derek Lewis, Harbor

House of Central Florida CEO Michelle Sperzel, State Attorney of the Ninth Judicial Circuit Court of Florida Aramis Ayala, basketball legend and businessman Shaquille O’Neal, Orlando Magic Head Coach Steve Clifford, Orlando Magic President of Business Operations Charlie Freeman, Orlando Police Deputy Chief Jose Velez and CTG Foundation CEO Rich Baker

NOVEMBER/DECEMBER | i4Biz.com

HISTORY

Summerlin Avenue in Orlando is named for Jacob Summerlin. Who was he and why did he warrant his own street? The King of Crackers! Jacob Summerlin received this sobriquet for his alleged ability to knock the wings off a fly at 18 paces with his bullwhip. But this nickname was to haunt Summerlin for his entire life. Even today, there are those less informed who still refer to folks of the deep South as “Crackers,” disregarding the correct reference to cowboys and the whips they used to control vast herds of cattle. Summerlin was born in Lake City, Florida, on Feb. 20, 1820. It’s been said he was the first baby born that year, the day after Spain returned to the United States an immense parcel of land that is

Signs

now the state of Florida. He was a born cowboy and, as a young teen, spent more time in the saddle rounding up stray cattle left behind by the Spanish than he did in school. When he turned 16, his father gave him a small herd of calves, which was to become the basis of his extreme wealth, along with considerable real estate holdings in both Polk and Orange counties. During the Civil War, as a rock-solid Confederate, Summerlin outmaneuvered Union blockades, smuggling cattle and medicine to Havana, Cuba, where he was paid in gold and silver bullion. After the war, he sold cattle to the U.S. naval base in Key West. He used a large portion from his cache — gleaned from the cattle business, which at times surpassed 20,000 head — to purchase more land, particularly in Bartow in Polk County. No stranger to the wily tactics of politics, he was in constant battle with his favorite adversary, Gen. Henry Sanford. Their various confrontations finalized when Summerlin offered $10,000 to build a new courthouse in Orlando, circumventing Sanford’s attempt to move the county seat from Orlando to Sanford, which was, at the time, part of Orange County. Summerlin moved to Bartow in the late 1800s, continuing to donate acreage for churches, civic structures and parks. The most notable was the construction of Lake Eola, which is said to be named after his son’s fiancé, who died before their wedding. To say Jacob Summerlin lived a fast, furious and exciting life is an understatement. He lived to the ripe age of 73, passing on Nov. 4, 1893, and is buried at Oak Hill Cemetery in Bartow. Summerlin Avenue runs north-south through the downtown area of Orlando, beginning at East Marks Street and going south across Colonial Avenue, running parallel to the east side of Lake Eola Park, passing under State Road 408, past Lake Davis and ending at East Kaley Street. ▯

Times of the

Summerlin Avenue By Key Howard

Photo Credit: State Library and Archives of Florida i4Biz.com | NOVEMBER/DECEMBER

DOWNTIME

UNIQUE EXPERIENCES By Meaghan Branham

for your day off

ST. AUGUSTINE NIGHT OF LIGHTS

The beloved tradition of St. Augustine’s Nights of Lights continues this year, bringing the community together to light up the night through Jan. 31, 2021. Now in its 27th year, the event recruits businesses and buildings to transform the city with holiday lights and décor. Take a guided tour by foot, cart or boat, or simply enjoy dinner at one of St. Augustine’s many restaurants and enjoy the view from there. Be sure to check out Flagler College, the Lightner Museum and St. George Street for some of the best displays. www.visitstaugustine.com/event/nights-lights

ORLANDO

Orlando Shakes Outdoor Performances

For those who miss live theater, Orlando Shakes has the perfect formula for keeping everyone safe and keeping the arts active. The theater company has announced three outdoor performances this season. The first is The Laura Hodos Holiday Cabaret, held from Dec. 18 to 23 at the Darden Courtyard at the Lowndes Shakespeare Center. The Orlando Shakes veteran will perform holiday songs sure to get anyone in the spirit of the season. Later, Orlando Shakes will return to Lake Eola for the first time in 15 years for performances of A Midsummer Night’s Dream beginning March 31 and Little Shop of Horrors on May 5.

www.orlandoshakes.org

NOVEMBER/DECEMBER | i4Biz.com

DOWNTIME

ORLANDO DAZZLING NIGHTS AT HARRY P. LEU GARDENS

Dazzling Nights at Harry P. Leu Gardens

WINTER PARK PRATO

Located on Winter Park’s Park Avenue, Prato has become one of the area’s go-to spots, whether you’re doing date night with takeout in your own kitchen or having a night out on the town. The menu is full of Italian dishes blending beloved classics with seasonal ingredients, and the craft cocktail menu and wine list offer plenty of pairings. The atmosphere, with big windows overlooking Park Avenue and rustic décor, brings the romance and charm of the natural landscape of Italy. Try the pretzel-crusted calamari, potato gnocchi, whole roasted branzini or a signature pizza from the restaurant’s wood-fired oven. www.prato-wp.com

To scan the QR Codes, point the camera app on your smartphone toward the page and follow the instructions on your smartphone screen.

In partnership with AdventHealth, Harry P. Leu Gardens presents a winter wonderland each night through Jan. 3, 2021. The event promises to elevate the already beautiful gardens into a magical experience. After being greeted by the illuminated 30-foot Christmas tree on the property, guests will feel like they are journeying through the Northern Lights as they walk through a “forest of mist and light.” Other draws include interactive lights and a 65-foot-long tunnel of light, all topped off with holiday music and even snow. Tickets are $22 and are available on the Leu Gardens website. 407-206-2400

www.dazzlingorlando.com

ORLANDO THE KITTY BEAUTIFUL

This cat café in downtown Orlando celebrated its one-year anniversary in October. Grab a coffee or tea and a pastry www.thekittybeautiful.com from the menu, and then hang out with 13 cuddly cats between noon and 6 p.m. Wednesdays through Sundays. The cats are all up for adoption, so you might just leave with a new friend for the holidays. The café follows a trend that started in Taiwan in 1998 and migrated to Japan before spreading to Europe and then the United States. Cat cafés in the U.S. differ because of their focus on adoptions. The Kitty Beautiful is operating at limited capacity with masks required, so you can feel safe while you get in your quality cat time.

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Stuff you didn’t know you wanted to know

$97,008 Average salary of 1,502 instructional staff members at the University of Central Florida

Source: Orlando Business Journal

THIS STATE IS GOING TO BE THE FIRST ONE TO RECOVER. FLORIDA IS TEFLON.

27%

— Patrick Goddard, president of Brightline Trains, the express passenger rail that has been working through the pandemic on a connection from Miami to Orlando

$71,575

Average salary at Florida colleges and universities, including $118,669 for University of Florida, $114,929 at the University of Miami and $105,673 at Florida State University

Businesses operated by Junior Achievement alumni that employ more than 100 people, compared with 1.7% of small businesses with employees

49,561

Number of patients Nemours Children’s Primary Care team served in 2019 at its 18 Central Florida locations

120

NOVEMBER/DECEMBER | i4Biz.com

Consecutive years the Orange County Government Procurement Division has been recognized by the National Procurement Institute with an Achievement of Excellence in Procurement award — one of only five agencies to receive the award every year since its inception

Jobs to be created when the White Castle hamburger chain branches into Florida with a new restaurant opening in 2021 in southwest Orlando

1921

First White Castle opened in Columbus, Ohio, expanding since then to more than 360 restaurants

‘It Will Forever Be Known as the Disney Model’: How Orlando Made the NBA and MLS Bubbles a Reality — Headline from London-based SportsPro Media

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“LIVE WITH NO E XCUSE S A N D T R AV E L W I T H N O R EG R E T S” Missing that feeling of freedom and exploration you can only access through air travel? As Your Florida Airport of Choice®, Orlando International Airport hears you loud and clear. Quite honestly, we are in the same boat as you. But we’d rather be on the same plane.

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MCO. We’re Better Together. For Travel Safety Tips Visit orlandoairports.net/coronavirus

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