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Features
®
Promoting the Spirit of Entrepreneurship
AUGUST 2018
18 TOURISM TODAY: Central Florida's Evolving Image
24
ORLANDO INTERNATIONAL AIRPORT Keeps Up with the Pace of Change in Tourism
28
44 YEARS OF INVESTMENTS Pay Off for I-Drive and Orlando
36 FROM TOURISM TO HEALTHCARE Wearable Technology Streamlines the Experiences
38 ORANGE TECHNICAL COLLEGE For Students. Not Profit.
6 | AUGUST 2018 | i4Biz.com
Welcome to tomorrow land. We’ve got land for expansion, manpower to empower and forward-thinking infrastructure investments that top $10 billion. We’ve evolved from a university town built to win the space race to one of the most imaginative cities in America. Our evolution didn’t happen overnight; we’ve been preparing for our explosive growth for more than a decade. And you thought you knew everything about Orlando. Ready to learn more?
Orlando.org
Promoting the Spirit of Entrepreneurship
BEST PRACTICES GUEST EXPERT COLUMNS
48
Reverse Mentoring Offers a Whole New Perspective Romaine Seguin | UPS International
50
Know Before You Grow: Strategic Expansion Wayne Cox and Debra Mairs FAIRWINDS Credit Union
52
Bringing Your Audience to You with Event Marketing Cherise Czaban | i4 Business
SPOTLIGHTS
40
Meaghan Branham | i4 Business
41
Elyssa Coultas | i4 Business
42
Joe Alarie | West Orange Chamber of Commerce
43
Lydia Lopez | RE/MAX Elite Rolando Garcia | Shelter Mortgage
44
UpClose with Gaby Ortigoni
DEPARTMENTS
14
Business Briefs - Dale Whittaker: New President, New Era at UCF - Wyndham Destinations Finds a New Home - The Corridor Ranks High on Patent List - Construction Jobs Are On the Rise
32
Take 5 with Visit Orlando 72 Million Visitors — Breaking Down Orlando’s Record Visitation Number
58
Social Entrepreneur TREKT Adventures: Fostering Social Growth through Sustainable Entrepreneurship
61
Business Seen
64
Watercooler Tech Association Expansion
Orange Technical College
54
TREKT Adventures
AUGUST 2018
®
Orlando Tech Newly Revamped Tech Association Expands Its Board and Reach for 2018 and Beyond
56
TREP Talk
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ON THE COVER
UpClose with Gaby Ortigani
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EDITOR-IN-CHIEF Diane Sears
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The invaluable marketing tool will spotlight many of the top Young Professionals in Central Florida through comprehensive full-gloss color profiles in our print and digital editions. Christina M. Morton, APR
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Jeremy D. Niedfeldt Director PFM Financial Advisors
Sarah Nixon Managing Director CNL
Amy L. Pavuk-Gent ry Corporate Communications Manager Florida Hospital
Michelle Peden Head of Sales LEGOLAND Florida Resort
Patricia M. Rios District Human Resources Manager Centerplate
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Adam Scheinberg Vice President, Information Technology Massey Services, Inc.
Alejandro M. Sorondo
Alicia E. Spears Broker Alicia Spears Realty
Senior Aviation Project Manager HNTB Corporation
Russell J. Stoewe, III Project Engineer NASA
Cherisse Cavan Stover Community Relations Manager Orlando Health
Beth A. Norrow Attorney Greenberg Traurig,
Vanessa A. Nicholson Tax Manager WithumSmith+Brown
Brian M. Walsh Managing Partner Walsh Banks Law
Alexander L. Van Heyde Attorney Dean Mead
Patrick G. Rauch Associate Principal SchenkelShultz Architecture
Rosa C. Rountree Chief Executive Officer Egis
Christina Ruiz Specialist, Global Social Responsibility Tupperware Brands Corporation
Donna Sines Executive Director Community Vision
Michelle L. Sperzel Chief Executive Officer Harbor House of Central Florida
David M. Sprinkle Managing Partner Veritas Recruiting Group
Michelle Y. Terrell Director, Internship & Workforce Services Valencia College
Jose R. Velez Captain Orlando Police Department
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4
IONALS
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list
COMPANY NAME: Orlando Utilities Commission LOCATION: Orlando , FL EDUCATION: Universi Bachelor of Science ty of Central Florida, in Psychology YEARS IN AREA: 5 YEARS IN INDUST RY: 4
E
mily Leon is a Diversity Speciali st for the Orlando Utilities Commis sion (OUC), the utility in the United 14th-largest municipa States. Emily is l responsible for OUC has access ensuring to a diverse, inclusive utility is committ candidate pool, as the ed to entirety of its service hiring employees who represen t the cultivates partners territory well into the future. Emily hips with a variety and universities, of chambers, groups to recruit employe es from a wide ethnic, social and array of personal backgrou nds. Emily takes a special interest in organizin OUC’s Emergin g and implementing g Student Program , which aims to internsh ip opportu provide nities, speciali professional developm zed experien ce and ent to college focuses ranging students with from marketin study g and commun electrical engineer ications to ing. On behalf of OUC, Emily serves on for the Central the board of directors Florida Disabilit y Chamber of Commer which provides information and ce, education on creation and growth, business designed for the disabilities. For needs of people the chamber, she with assists with its Business Initiative Veterans and the Young Entrepreneur Educatio Program (YEP). n Prior to joining OUC, for Human Resource Emily – who recently became a Society (SHRM-CP) – worked Management Certified Professio nal in human resources and the Universi for Orlando Health ty of Central Florida Education. She is a proud graduate (UCF) Department of of UCF where she her Bachelor of Science degree in psychology. She earned to be an active continues member within her sorority, Lambda Alpha Latin Sorority, Theta Inc., as they ready themselv where she mentors college females es to prosper in the workforce. ◆
8/31/2017 1:47:49 PM
Contact Meaghan Branham today to secure your spot!
321.759.8977 Meaghan@i4biz.com 10 | AUGUST 2018 | i4Biz.com
YOUNG PROFESS
Leon
Brice Rickard Senior Financial Analyst Smart City
Karen Shamlin Program Analyst Department of Veterans Affairs
Shaikh Sultani Manager, Financial Planning & Analysis Kroger Specialty Pharmacy, Inc.
Emily
Jessica Captain Novick Partner BakerHostetler
P.A.
The spotlight will also be published online at i4biz.com and promoted through our social media channels, in addition to our Special Edition YP newsletter. James S. Toscano Attorney Lowndes, Drosdick, Doster, Kantor & Reed, P.A.
i4 Business® is published monthly by i4 Business, LLC, 121 S. Orange Avenue, Suite 1500, Orlando, FL 32801. Tel. 407-730-2961 | i4biz.com
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OCTOBER2017
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The contents of i4 Business magazine, i4biz.com and any other media extensions related to the brand, including advertisements, articles, graphics, websites, web postings and all other information (“contents”) published, are for informational purposes only. i4 Business® and all other affiliated brands do not necessarily endorse, verify, or agree with the contents contained in i4 Business. i4 Business makes no warranties or representations, express or implied, as to the accuracy or completeness, timeliness, or usefulness of any information contained or referenced. i4 Business shall not be held liable for any errors or omissions. © 2018. All rights reserved. Any reproduction, in whole or in part, is prohibited without written permission from the publisher.
Publisher's Perspective
THE SPIRIT OF ENTREPRENEURSHIP “Without change there is no innovation, creativity or incentive for improvement. Those who initiate change will have a better opportunity to manage the change that is inevitable.” — The late U.S. nuclear physicist William Pollard
W
e’re excited to introduce you to our first “official” issue as the new team behind i4 Business. Through the transition, the most common question I’m asked is about what changes we’ll be making. Before I answer that, I first want to share how this came about. I’ve had the privilege of working as part of the leadership team at SCB Marketing for the past five years. Joseph Duda, retired CEO of A. Duda & Sons, has lead the SCB team in the role of chairman of the board, and we’ve worked closely with him for the past few years. As Jeff Piersall and Eric Wright were expanding with TrepTalks, their educational platform, Joseph recommended I meet his daughter, Donna Duda, who was a minority investor in the launch of i4 Business five years ago, and discuss the possibility of purchasing the magazine. He thought it was an opportunity we should explore. Well, within two short weeks, Donna and I met and I invited Diane Sears, a well-respected and accomplished author and editor, to join us. We all came to an agreement, and the purchase was put into motion. So to answer the question about change … the foundation of the magazine has always been about telling the positive success stories of individuals and companies in the Central Florida area. This will not change. i4 Business is one of the most trusted voices for and about the Central Florida business community. We are a vehicle for empowerment, mentorship and inspiration. The magazine’s tagline has been “Promoting Entrepreneurship throughout Central Florida.” We’ve changed it slightly to “Promoting the Spirit of Entrepreneurship.”
We will continue to be a vehicle for telling stories of individuals in our community who exemplify the characteristics of the spirit of entrepreneurship … those who are making a positive impact, those who believe in the power of business, those who are risktakers, courageous and inspiring, and those who are making a difference in the lives of others. Central Florida is a community built on innovation, filled with individuals who are creative and focused on growth and improvement. i4 Business will continue to promote, celebrate and tell these stories. We will equip the community with insight from those who have the entrepreneurial spirit. As for managing the change, we have put an advisory board into place, and we’d like to thank the individuals who have joined our initial group: Gwen Hewitt, Karen Keene, CarolAnn Dykes Logue, Catherine Losey, Lena Graham Morris, Hope Newsome, Mary Shanklin and Romaine Seguin. I hope you enjoy learning about the evolv ing image of tourism in the region. Next month we’ll feature companies in the manufacturing indust r y and how innovation is impacting one of the oldest industries in the country. To Your Success.
CEO and Publisher
i4Biz.com | AUGUST 2018 | 11
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From the Editor
The Role of Ambassador
I
t It seems like tourism has always been a part of my life. I remember playing on the beach in Ocean City, Md., going on school field trips to the Smithsonian Institution in Washington, D.C., visiting the Smoky Mountains with my grandparents, and camping in East Coast state and national parks. My parents moved us to Florida in my sophomore year of high school after they fell in love with the Sunshine State on vacation.
just a concept, and this was the first time I heard the words “medical tourism.”
My first job at age 16 was working as a salesclerk at a gift shop in St. Petersburg. I was in charge of keeping the Florida souvenir T-shirts aisle stocked and tidy. I worked there through my first two years of college, and my favorite tourists came to the store year after year from faraway places like Canada and Peoria, Ill. They asked for me by name and said I was a great ambassador for the state.
I like to set the record straight. “Come to downtown Orlando,” I say. “It’s a hip place with a lot to see. You’ll like it. Bring your family.” Earlier this year, I was in a village pub outside Glasgow in Scotland, and a young man learned I was from Orlando. He pulled his chair over to my table and leaned in. “I love Orlando!” he said. “Sure,” I said, “you’ve been to the theme parks?” “Oh, aye,” he said, “but I love downtown!” He told me he and his friend had hired a cab to take them from a resort area into the heart of the city. It was one of their favorite parts of the trip.
Little did I know then that I was joining the ranks of official and unofficial tourism industry champions who work hard every day to welcome people into Florida. Many have paved the way before me, and I learn from them every day. You’ll hear about some of them in this issue’s cover package. So it surprised me when someone said to me recently, “You know, tourism as it exists today really hasn’t been around that long.” His premise is that it’s only been since World War II that leisure travel has been available to people outside of the wealthiest circles. Today families of all income levels come to Central Florida from every part of the world. One of the greatest thrills of my professional career was writing about the business of tourism for Florida Trend, still one of my favorite magazines today. In my nine years there as an independent writer, I saw the tide start to turn. People who had visited Florida for theme parks, beaches and conventions were beginning to come for other reasons. Lake Nona was
I often find myself on a plane asking people whether they’ve been to Orlando. It’s rare that someone says no, but almost everyone says, “Sure, I’ve been to the theme parks.” I always ask, “Yes, but have you been to downtown Orlando?” They usually confuse that with Downtown Disney, the predecessor to today ’s Disney Springs.
I realized then that marketing the entire destination makes so much sense. We don’t want people to just come here once and then look for another place to visit. We want them to return to Central Florida again and again, and then spread the word when they go back home. So whatever brings them here — whether it’s a chance to see Hogwarts Castle at Universal, dine with Shamu at SeaWorld or watch a college ballgame or World Cup soccer — we have to keep working to make their visit memorable. We can never have too many great ambassadors. Thanks for reading!
Editor-in-Chief
i4Biz.com | AUGUST 2018 | 13
Business Briefs
Dale Whittaker: New President, New Era at UCF Dale Whittaker took his place July 1 as the fifth president of the University of Central Florida, an institution that opened 50 years ago this fall and has grown into one of the largest schools in the nation with more than 66,000 students. Whittaker, 56, has been with UCF since 2014, formerly serving as provost and executive vice president. The UCF Board of Trustees selected him for the top spot in a nationwide search. He is already well-accomplished at UCF, having established more than 320 new faculty positions and helping to recruit and hire more than 245 faculty members to fill them. Under his leadership, UCF also launched an interdisciplinary teaching and research faculty cluster initiative and plans for a downtown Orlando campus, elevated UCF’s digital learning efforts, and developed the Collective Impact strategic plan, which will guide UCF for the next 20 years. Whittaker succeeds John Hitt, who held the post for 26 years and steered UCF to new levels. When Hitt took the helm, the student body numbered 20,302 and has since grown to become nationally recognized for research and programs in technology, hospitality and digital entertainment.
During Hitt’s tenure, the average high school GPA of incoming freshmen increased from 3.30 to 4.06. Minority students make up 46 percent of UCF’s student body, up from 15 percent at the start of Hitt’s presidency. Whittaker has been laying out his goals for the next era. “I am committed to making UCF the preeminent research university for the 21st century,” he says on UCF’s website. “That means continuing UCF’s remarkable trajectory in academics, athletics, research and community impact while staying true to our values of expanding opportunity an demanding excellence.” Whittaker immediately tapped Thad Seymour Jr. as the vice president for
partnerships and chief innovation officer. Seymour most recently held the post of vice provost for UCF’s downtown campus and previously helped lead the creation of the Lake Nona medical city concept as senior vice president of the Tavistock Development Company and founding president of the Lake Nona Institute. “The division will consist of key partnership and innovation groups from across the university,” Whittaker wrote, “including strategic planning, UCF Downtown, the Center for Higher E du c a t i o n I n n o v a t i o n , e c o n o m i c development, commercialization and innovat ion pro g rams, communit y relations, corporate partnerships, the Florida High Tech Corridor and more.”
Wyndham Destinations Finds a New Home Wyndham Destinations Inc. announced in June it will open a timeshare global headquarters in Orlando in early 2019. The operation will bring 200 new jobs with average salaries of $89,000, which is double the overall prevailing average wage in Orange County, according to a press release by the Orlando Economic Partnership.
Business 14 | AUGUST 2018 | i4Biz.com
T he pl a n s t e m s f r o m W y n d h a m Wo r l d w i d e ’ s announcement in 2017 that it was spinning off the company’s hotel business, resulting in two separate publicly traded companies: Wyndham Hotel Group, headquartered in Par sipp any, N.J., and Wy n d h a m D e s t i n a t i o n s , which includes Wyndham Vacat ion Ow ner ship and
Wyndham Destinations, located In Orlando, the operation in Orlando. joins a who’s who of timeshare Wy ndham D est inat ions companies, including the has a global presence in 110 Marriott Vacation Club; Hilton countries at more than 220 Grand Vacat ions; D isney vacation ownership resorts and Vacation Club; Holiday Inn 4,300-plus affiliated exchange C lub Vac at i o n s ; V i s t a n a properties making it the world’s Signature Experiences, which largest vacation ownership, represent s the Sheraton exchange and rental company. and Westin vacation clubs; It employs more than 25,000 Westgate Resorts; and Shell people around the globe. Vacations Club.
Innovation
Education
Business Briefs
The Florida High Tech Corridor Ranks High on Patent List The three research universities in The Florida High Tech Corridor ranked among the top 100 in the world in the number of granted utility patents in 2017, according to a report by the National Academy of Inventors and the Intellectual Property Owners Association.
Gainesville ranked 13th with 111, and UCF in Orlando ranked 67th with 39.
By comparison, the University of California led the worldwide ranking with 524 patents, followed by Massachusetts Institute of Technology with 306. Florida International University in Miami ranked University of Central Florida (UCF), 61st with 42 patents, and Florida State University of Florida (UF) and University University in Tallahassee ranked 79th of South Florida (USF) were granted a with 34. total of 266 patents. That means for the “The university partners of The sixth consecutive year, the corridor’s Florida High Tech Corridor continue to three universities produced more patents produce incredible work in patenting, than any other globally recognized center reaffirming the corridor’s position as a of innovation, including North Carolina’s nationally competitive high tech hub,” Research Triangle with 189 among three said Ed Schons, president of The Florida universities and the University of Texas High Tech Corridor Council. “This System with 219 among eight institutions. report is a testament to the creative U S F i n Ta mp a w a s r a n ke d 1 2 t h thinking and innovative spirit embodied internationally with 116 patents, UF in by the corridor and our partners, and
we look forward to a bright future full of continued growth in our region.” The corridor’s mission is to grow high-tech industry and innovation through partnerships that support research, marketing, workforce and entrepreneurship. The presidents of UCF, USF and UF co-chair the corridor, which is a partnership involving more than 25 local and regional economic development organizations, 14 state colleges and 12 CareerSource boards.
Construction Jobs Are On the Rise The Orlando metropolitan area recorded 6,200 new construction jobs for the year that ended in May, according to the Associated General Contractors of America. The count rose from 73,300 to 79,500, which represents an 8 percent increase in the region that includes Orlando, Kissimmee and Sanford. Central Florida ranked 59th in the U.S. for construction job increases for the period. Nationwide, construction employment has reached a 10-year high, AGC records show. However, industry leaders warn that potential labor shortages could pose risks to future growth. “The construction industry continues to add workers faster than the economy as a
whole, and the industry is paying premium wages to attract and retain those workers,” said Ken Simonson, the association’s chief economist. “The employment gains are occurring in both residential and nonresidential construction. However, the industry is having to rely more and more on workers without construction experience, as the pool of unemployed construction workers has nearly evaporated.” Nationally, earnings in the industry averaged $29.71 an hour in June, an increase of 2.9 percent from a year earlier. That figure is 10.1 percent higher than the average for all nonfarm private-sector jobs, which rose 2.7 percent in the past year to $26.98, Simonson said.
WANT TO SHARE YOUR NEWS? Do you have some news you’d like us to share with the community? Please be aware that we work two to three months in advance of our publication date. Submit press releases and announcements to press@i4biz.com.
Tourism
Growth
Inspiration i4Biz.com | AUGUST 2018 | 15
FROM IDEA TO INDUSTRY At UCF, we turn bold ideas into big solutions. Our researchers have a fast track from the lab to the market, resulting in new inventions, intellectual property and startup businesses that drive economic growth and improve lives across Central Florida and the world. That’s why UCF is ranked by the Milken Institute alongside MIT, Stanford and Columbia as one of the nation’s top 25 technology transfer universities and is named a top 25 patent-producing U.S. public university by the National Academy of Inventors. Bright ideas brought to life create global impact. Now that’s big.
TO LEARN MORE, VISIT UCF.EDU/RESEARCH.
U NIV ER S IT Y
O F
C ENT RAL
F LO R I DA
Tourism Today: Central Florida’s Evolving Image
By Diane Sears
V
icki Jaramillo was walking off a flight back home to Orlando when she realized her plane had been packed with youth cheerleaders heading to a competition. It was one more sign that in her 24 years working at Orlando International Airport, the reasons people visit Central Florida have become increasingly diverse.
Vicki Jaramillo and Carolyn Fennell 18 | AUGUST 2018 | i4Biz.com
as spectators and athletes. The trend is in its early stages, and the Central Florida Sports Commission is watching it closely. So are Jaramillo, the senior director of air service development and marketing for Orlando International, and her longtime colleague Carolyn Fennell, the airport’s senior director of public affairs and community relations. “Have I mentioned sports?” Jaramillo Long known for its traditional jokingly asked twice when asked tourist experiences of theme parks, what’s bringing in visitors lately. beaches, cruises and space launches, and its popularity as a convention Individually, these trends might destination, the region is attracting equate to drops in the bucket in the visitors for all kinds of other activities count of annual visitation. But anyone in recent years — everything from who has lived in Central Florida the arts to corporate training, medical during summer storms can attest treatments and shopping. that small drops add up when they come day after day, week after week. One of the newest draws people are talking about is sports. In the Record Numbers past decade, visitors of all ages have Orlando is the top destination in increasingly started to visit Orlando the United States. The Central Florida
Most visitors come for multiple visits to the theme parks, which are aggressively adding to their arsenals in what the Orlando Business Journal recently called an “arms race.” Walt Disney World, Universal Orlando Resort and SeaWorld Orlando admitted a combined 86.5 million visitors to their theme parks and water parks during 2017, according to an annual count by Themed Entertainment Association and engineering firm AECOM. This year saw additions of Toy Story Land at Disney and Fast & Furious at Universal. The parks plan to open new features in 2019, too, including a Star Wars land at Disney, a new Harry Potter ride at Universal and a Sesame Street-themed land at SeaWorld. All three resorts have reported double-digit increases in attendance in the first quarter of this year, according to the latest figures from TEA/AECOM research. The Orange County Convention Center, the largest in the nation behind Chicago’s McCormick Place, has seen increases in its attendance figures as well. Traffic at OCCC grew 4.3 percent to eclipse 1.5 million in 2017, according to Visit Orlando, the not-for-profit trade association contracted by Orange County to brand, market and sell the Orlando destination globally. In addition to ongoing investments and expansions at the theme parks and attractions, tourism leaders say the strong visitation numbers come from a combination of two major factors: One is aggressive marketing to potential tourists and convention groups. The other is the day-to-day subtle marketing to visitors who might come here for one reason but decide to extend their stay and explore other attractions.
George Aguel
Photo by Roberto Gonzalez
area brought in a record 72 million visitors in 2017 — 5 percent more than in 2016, according to Visit Orlando, which serves as the region’s tourism bureau. By comparison, the New York metropolitan area counted 62.8 million and Las Vegas 42.2 million.
Visit Orlando President and CEO George Aguel, whose organization represents 1,200 member companies across every corner of the tourism industry, points to the region’s reputation for creativity, innovation and hospitality as key factors driving growth. “These qualities are ingrained in our cultural fabric,” he said, “and people all over the world recognize that. “At Visit Orlando, we’re committed to rolling out consistent and creative marketing products to ensure our destination is top of mind for consumers and convention organizers,” Aguel said. “Meanwhile, our member companies keep delivering new and exciting experiences for visitors of all ages and backgrounds. Together, that’s proven to be a very effective formula for making us America’s most-visited destination.”
Community Teamwork
Jason Siegel remembers being impressed with Central Florida when he arrived from New York in 2011 to re-ignite the Orlando Solar Bears ice hockey franchise with business partners Joe Haleski and Bob Ohrablo.
Economic Impact On an annual basis, Orlando’s tourism industry: • Generates $70 billion in economic impact. • Provides $5.2 billion in local and state tax revenue. • Pays $18.9 billion in compensation. • Supports 437,000 jobs, which equals 1 in 3 workers. Source: Visit Orlando
Tourists account for approximately half of all sales tax revenue in Orange County. i4Biz.com | AUGUST 2018 | 19
Wrestlemania
“We fell in love with the marketplace and found it to be an incredibly unique business community,” Siegel said. “It was an inclusive community that really pulled together, and there weren’t a lot of silos. Franchises were helping franchises, community leaders were helping community leaders. The collaboration to advance the community as a whole was palpable.”
is televised internationally. Florida’s 30,000 lakes are popular for fishing, boating and water sports. The National Training Center in Lake County hosts track-and-field athletes, triathlon competitors and cyclists from around the world, while runners also visit Central Florida for the annual Disney Marathon and other events.
The partners sold the franchise in 2017 to the DeVos family, which owns the Orlando Magic basketball team that plays in the Amway Center. That left Siegel open to take on the role of CEO of the Central Florida Sports Commission, a 25-year-old regional nonprofit with seven full-time and two part-time employees.
The U.S. Tennis Association opened a national campus in Lake Nona in 2017. Central Florida is also home to pro franchise teams, including the Orlando Magic in basketball, the Orlando City Lions in men’s soccer, the Orlando Pride in women’s soccer, the Orlando Solar Bears in ice hockey, and the Atlanta Braves for spring training in baseball.
That sense of teamwork he noticed early on in Orlando has translated into marketing efforts for Central Florida from organizers of all the sporting events held here, he said. Collectively, the commission represents more than 30 sports facilities in the city of Orlando and Orange, Lake, Seminole and Osceola counties. The sports commission targets many different types of business segments. The largest events include WrestleMania, the pro sports league All-Star Games, and the 2022 Special Olympics USA Games.
Measuring the impact of sports on the local economy will be a challenge because so many of the facilities are private and aren’t necessarily compelled to share their numbers. For instance, the ESPN Wide World of Sports at Walt Disney World states on its website that it brings in 350,000 athletes, coaches and fans every year. Those would include the cheerleaders the airport’s Jaramillo spotted on her flight. But the revenue figures aren’t made public.
Orlando is also in the running to be selected as one of 23 host cities for World Cup 2026 soccer after a joint bid by the United States, Canada and Mexico was awarded on June 13. Canada and Mexico each have three host cities, and the U.S. will choose 10 to 12 from its list of 17 that were submitted as part of the proposal. With as many as 65,000 people at a time packing into the newly renovated Citrus Bowl in Orlando, now known as Camping World Stadium, the region would be sure to see a boost in visitors and tourism dollars. Another targeted business segment is NCAA/collegiate events, which include conference and national championship football games. Orlando hosted the NCAA Division 1 men’s basketball first- and second-round games at the Amway Center in 2017. Other categories include USA Olympic-sanctioned events, e-sports competitions, sports conventions and meetings, and national and regional youth and amateur sporting events. “Our tentacles stretch into a lot of different areas and a lot of different types of sports,” Siegel said. Central Florida is known for more than 100 top-rated golf courses that can be played year-round, and the annual Arnold Palmer Invitational at Bay Hill in southwest Orange County 20 | AUGUST 2018 | i4Biz.com
Jason Siegel
Measuring the Impact
The sports commission plans to work with its partners in four Central Florida counties and the city of Orlando to better quantify the visitation and impact numbers for the region, Siegel said. The Florida Sports Foundation reports a $57 billion impact throughout the state that can be attributed to sports tourism, but it’s not clear how much of that is coming from Central Florida. Current figures from the sports commission show more than 1,200 events from 1993 to 2017 brought in $1.4 billion in direct spending throughout the community.
The Other Half
Gloria Caulfield likes to tell the story about taking a group of visiting corporate and science dignitaries downtown for a dinner event hosted at the Dr. Phillips Performing Arts Center. The new facility across from Orlando City Hall impressed them, but so did the location.
Gloria Caulfield
One way tourism officials gauge visitor numbers is through hotel room occupancy. The official numbers from Visit Orlando say there are 121,000 hotel rooms in Central Florida, and the occupancy rate last year was more than 79 percent.
“When they think about Orlando, they think about the attractions and maybe the convention center,” she said. “But they never knew about the life sciences cluster that is achieving what we’re achieving. Many of them didn’t even know we have a downtown.”
Seminole County recently welcomed 350 boys and girls teams with 15 to 20 athletes per team to come to an event to play soccer. College coaches came to see them play. Moms, dads, brothers, sisters, aunts and uncles accompanied them on the trip.
Caulfield serves in a dual role as executive director for the Lake Nona Institute and the vice president of strategic alliances for Lake Nona developer Tavistock Development Company. Her third role, she said, is as an ambassador for Central Florida.
Visits like these are hidden gems contributing to the local economy. Those visitors are renting cars, eating in restaurants, shopping and probably visiting Walt Disney World, Universal Studios, Sea World and other attractions.
When Lake Nona started to take shape with Orlando’s “Medical City” a decade ago on vacant land near Orlando International Airport, local leaders envisioned it would draw what they called “medical tourism” from people who would travel to Central Florida for cutting-edge healthcare they couldn’t get elsewhere.
“When you start to do the math, you can see that these events significantly drive impact,” Siegel said. The sports commission works with event organizers case by case to help them promote two things. One is the event itself. The other is Orlando as a destination. “We view ourselves as certainly an important part of the sports landscape,” he said, “and we also want to make a positive impact and be part of the fabric of the tourism community.”
Lake Nona is becoming much more than that, Caulfield said. Today it’s home to not only unique facilities like the Nemours Children’s Hospital and a state-of-the-art Orlando Veterans Affairs Medical Center, but also the U.S. Tennis Association (USTA) and soon a training facility for global audit, tax and advisory firm KPMG. Through those entities and others, Lake Nona contributes multiple kinds of “drops in the bucket” for tourism.
U.S. Tennis Association National Campus •
Opened in 2017 in Lake Nona with 100 lighted tennis courts on 64 acres.
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Possibly the largest tennis facility in the world.
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Serves as the epicenter for tennis innovation, a lab for sports science and development of emerging technologies.
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Home to USTA-U, a “tennis university” developing a pipeline of future coaches, teaching professionals and tournament directors.
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Location of several pro circuit events.
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Headquarters of USTA’s Community Tennis and Player Development Divisions.
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National training center for USTA-certified officials.
Source: U.S. Tennis Association i4Biz.com | AUGUST 2018 | 21
The USTA alone, which has more than 700,000 members, has been generating traffic with its national campus that houses 100 courts on 64 acres and is marketed as “the home of American tennis.” It is the centerpiece of a sports and performance district Lake Nona is developing as part of its vision to focus on health and wellness throughout the medical city area. That creates visitation for other parts of Central Florida, including the theme parks, Caulfield said. “When you commit to play, you don’t know if you’re going to win or lose on day one, but your commitment is to be there Thursday through Saturday. So that brings people to the community who have good discretionary income and have money to spend on other things when they’re here.” In much the same way, KPMG’s new 800,00-square-foot global training center will serve the tourism industry when it opens in early 2020, she said. It will host an estimated 1,500 to 2,000 executives a week for training, and they will be interested in connecting with the community and experiencing all that Orlando has to offer. Additionally, the Veterans Affairs Department is building a 51,000-square-foot national simulation center in front of the VA hospital where it will train physicians and other medical professionals from more than 150 VA centers across the country, Caulfield said. The foundation Caulfield leads is also bringing in groups of people for an annual meeting of the best thinkers in healthcare innovation. About 275 people convene in Lake Nona for two days from organizations like Johnson & Johnson, Pfizer, Google, Pepsi, Cisco, Harvard and others. “The Impact Forum is a great opportunity for us to bring in the best leaders and thinkers and introduce them to a part of our community they are most likely not familiar with,” Caulfield said. “One of the things we always emphasize with people and organizations that come to visit us is the Orlando Economic Partnership.” The not-for-profit public/private partnership represents seven counties and the City of Orlando in a merger of economic development and chamber of commerce activities. Its slogan is “Orlando. You don’t know the half of it.”
Lake Nona Impact Forum 22 | AUGUST 2018 | i4Biz.com
Nemours
Promoting the Destination
It’s an exciting time to be promoting Central Florida as a destination, Jaramillo and Fennell with Orlando International Airport said. When they’re trying to persuade airlines to add more direct flights to the region, they have to build the case by showing the robust nature of today’s tourism picture and the diversification of Central Florida’s economy. One key piece to watch, Fennell said, is the future development of rail access to and from the airport and other parts of Central Florida. “It all comes back to access,” Fennell said. “In the future, rail will continue to contribute to the tourism development.” The multipronged approach to bringing in visitors does not appear to be slowing down anytime soon. That’s good news for businesses in Central Florida that rely on tourism dollars, which account for half of all sales tax revenues in Orange County alone, according to Visit Orlando. “We’re firing on all cylinders right now,” Jaramillo said. “There’s so much to the story, but we have to make sure we are out there telling it.”
2018 SUBMIT
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North Terminal Ticket Lobby
Orlando International Airport Keeps Up with the Pace of Change in Tourism By Diane Sears
O
rlando has been maturing as a destination in the past decade, adding luxury resorts, high-end shopping, more meeting space and a growing list of activities people can’t experience anywhere else in the world. Nowhere is that more noticeable than at Orlando International Airport, which sees the trends unfold with every wave of passengers coming through. Orlando International welcomed 45.5 million passengers in 2017, making it the busiest airport in Florida, said Carolyn Fennell, senior director of public affairs and community relations. It has traditionally swapped that title back and forth with Miami International, which logged in about 44.6 million last year. By comparison, Tampa International counted about 19.6 million. To keep up with the pace of change of the destination, the airport trademarked a philosophy that blends its mission and customer service focus in a branding strategy called The Orlando 24 | AUGUST 2018 | i4Biz.com
Experience. It focuses on the kind of customer service visitors to Central Florida have come to expect across all venues. “Orlando is the most visited destination in the country, so it is important as the gateway that we focus on building our existing customer service initiatives,” said Phil Brown, CEO of the Greater Orlando Aviation Authority (GOAA). “The support of our board and staff has been critical in helping us reach the next level. The result was Orlando International Airport’s recognition by J.D. Power as the top-rated mega airport in North America in 2017 for customer satisfaction.” The airport is seeing increases in both domestic and international travel, said Vicki Jaramillo, senior director of air service development and marketing. Domestic travel was up 7.2 percent in 2017 and international was up 9.5 percent. Orlando International counted 5.8 million international visitors in 2017, although that number includes only those arriving on
Why MCO People who fly to and from Orlando International Airport often wonder why its airport code is MCO. The letters represent McCoy Air Force Base, which operated there as a Strategic Air Command installation and was closed in 1975 after the Vietnam War.
Atrium
South Airport Terminal direct flights. If they come in from New York or some other U.S. airport, they are counted as domestic. By comparison, Miami International logged in 21.5 million international passengers last year. Through Orlando International, passengers have access to nearly 60 international destinations in 26 countries — and 19 of them have been added in the past three years. “International visitors used to be 5 percent and are now 13 percent of our travel,” Jaramillo said. “The international visitor tends to stay longer and spend more, so the impact is higher of these particular markets.” Orlando’s growth as a destination has been particularly important for attracting those international visitors, Jaramillo said. Travelers from some Latin American and other countries used to make a point of stopping in Miami before heading home so they could shop for high-end brands. The addition of more nonstop service to Latin American countries, including Brazil, and the opening of The Mall at Millenia in Orlando in 2002 helped keep them in Central Florida. South Airport Automated People Mover
South Airport Terminal 26 | AUGUST 2018 | i4Biz.com
GOAA is in the middle of a multi-year $4.2 billion capital improvement plan to address the increased demand and the need for greater convenience for travelers. The expansion plans include: •
The South Airport Automated People Mover complex and six-story, 2,400-space Parking Garage C, which opened in November 2017 and is already helping to meet parking demands. Passengers can check in remotely, print boarding passes for participating airlines, and take the new people-mover train right to the Main Terminal.
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Construction on the Intermodal Terminal facility, which will serve Brightline train connections to West Palm Beach, Fort Lauderdale and Miami. When Brightline arrives, Orlando International will be the only airport in the U.S. to have an on-airport hub for intercity rail.
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North Terminal improvements that include an expanded lobby, international arrivals facilities, an enhanced baggage system and new self-service kiosks.
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Site work that has begun on a new South Terminal complex with 19 gates. Phase I is expected to be completed in 2021.
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The addition of 15 new nonstop destinations since the beginning of this year, bringing the total offered at Orlando International to 139 – more than Tampa and Jacksonville combined.
44 Years of Investments
Pay Off for I-Drive and Orlando By Mary Deatrick
W
hen Harris Rosen purchased his first hotel in 1974 — the 256-room Quality Inn International that is now the Rosen Inn International at 7600 International Drive — he immediately put his head in his hands and lamented, “What have I done?” He had spent his entire savings at the time, $20,000, for a down payment and assumed a $2.5 million note, and his journey on International Drive was just beginning. And with the U.S. enduring an oil embargo, he seriously began questioning his investment. “I did believe the International Drive area would grow and become an attractive destination for families,” said Rosen, who had been at the forefront of Orlando’s birth as an international tourism destination while overseeing the development and 1971 opening of the Walt Disney World Contemporary Resort and Polynesian Village Hotel. “It was just that my timing couldn’t have been worse.”
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Undaunted, Rosen hit the road. He hitchhiked his way Northeast, meeting with tour bus companies and piecing together whatever deals he could. “They wrote a rate down on one of my new business cards, sometimes as low as $7 a night, and I signed it,” he said. Alas, the oil embargo was lifted. Upon securing agreements with several companies, many of whom still do business with Rosen today, he hitchhiked home, courtesy of a couple whom he hosted at his hotel for the following 18 years until they passed away. The buses began to roll in and have not stopped. Fast-forward 44 years and it’s clear his instincts about the area were prophetic. His company, Rosen Hotels & Resorts, has grown from those original 256 guestrooms to 6,994 and is intimately committed to International Drive’s burgeoning growth, with seven of the company’s nine hotels located on or just off the famous strip. His hotels represent a broad spectrum of offerings to suit every budget and desired experience — as does I-Drive.
Harris Rosen
“It really is a very attractive area not only for convention delegates, but for leisure travelers as well. The family market and convention market work so beautifully together,” Rosen said. “Families generally travel when convention activity is less vibrant. The I-Drive area is able to capitalize upon this synergy and does very well with both market segments. Whether visiting for leisure or business travel, there is an abundance of new dining venues and fun attractions. This is what makes International Drive such a wonderful place to stay.” Dan Giordano, one of Rosen’s longest-serving general managers, has seen the area grow firsthand since his coming on board with Rosen in 1995. He served as general manager of the Rosen Centre from 2000-2006 and since then as general manager of the AAA Four Diamond Rosen Shingle Creek, which opened on Universal Boulevard in 2006 “The most impactful, meaningful change I’ve experienced over the last decade in the International Drive District has been the very deliberate growth of a broad spectrum of tourism and convention offerings,” Giordano said. “We have new hotels, dynamic restaurants, Orange County Convention Center enhancements, exciting attractions and an emphasis on a high-level provision of service from all of the stakeholders. The community leadership has done a formidable job tending to the diverse visitor base and continues to work creatively in an effort to maintain a competitive edge over other like destinations.”
Bob Coletti, general manager of the Rosen operation’s Clarion Inn Lake Buena Vista, was assistant general manager of Rosen Plaza from 2013 to 2016. “Visitors love the area because of its convenience,” he said. “You can choose a hotel and walk right across the street to the attraction you’re in town to visit. It’s all virtually within walking distance and accessible to the International Drive trolley system.” Rosen has been “blessed beyond his wildest dreams,” he said, and so has I-Drive. For the past 25 years, Rosen has committed funds to the nearby community of Tangelo Park, providing hope to the underserved neighborhood in the form of a free preschool education for all of the 2-, 3- and 4-year-olds in the neighborhood. He also offers full college scholarships — including tuition, books, and room and board — for the neighborhood’s high school graduates to attend college. Recently, the YMCA renamed its I-Drive facility the YMCA Rosen Aquatic Center as a tribute for the time-honored multimilliondollar investments Rosen has personally made in the facility. His efforts have been vital not only for the locals who enjoy using the Y, but also for the economic impact from numerous international swim meets. Nearby on Universal Boulevard, at the foot of Rosen Shingle Creek, sits one of the top two hospitality schools in the nation, the Rosen College of Hospitality Management at the University of Central Florida (UCF). Rosen provided $18 million to build i4Biz.com | AUGUST 2018 | 29
the college, which opened in 2004, and has plans in the next three years to add 40,000 square feet of classrooms and parking. The college has been lauded by the local hospitality industry as providing a substantial funnel of highly trained, much-sought-after talent, a distinct benefit for a thriving world-class tourist destination. To honor his contributions, the International Drive Area Chamber of Commerce created the Harris Rosen Philanthropic Award last year to encourage others to do good works in the community. “Harris Rosen was instrumental in establishing I-Drive, contributing his time and talents to help it evolve into a highly competitive destination,” said Maria Triscari, the chamber’s president and CEO for 30 years. “We could recognize him for so many of his contributions, but chose philanthropy because we know this is closest to his heart.” Most recently, Rosen’s keen eye for I-Drive prompted the October 2017 purchase of his eighth and ninth hotels: the 134-room Midpointe Hotel, formerly a Red Roof Inn, and the 222-room Clarion Inn & Suites. Both are located off International Drive on land contiguous to the 1,334room Rosen Centre. According to Rosen, this location would allow some flexibility should it make business sense to expand Rosen Centre. “With the phenomenal success of the International Drive area, the timing was right,” he said. “The location next to Rosen Centre makes it quite convenient for our longtime trained hotel associates to expand their operations and assist in managing the properties. “If the convention center expands, there would be an obvious need for more guestrooms contiguous to the Orange County Convention Center,” Rosen said. “It’s highly plausible that we may increase inventory to Rosen Centre and Rosen Plaza, both connected to the convention center. So in the next four or five years, it’s possible our company will grow to more than 7,000 guestrooms, and several years after that, close to 8,000 guestrooms.” Of course, 44 years later, Rosen is grateful he staked his claim on International Drive. “People who come to Orlando and decide to stay on I-Drive, it’s because there are so many things to do,” he said. “It’s family-friendly entertainment. It’s almost the opposite of what Vegas is all about, and people appreciate that in this world.”
Heart of the District
In 2014, Leslie Menichini, vice president of sales and marketing for Rosen Hotels & Resorts, spearheaded the creation of and marketing effort for the Heart of the District. Comprised of Rosen Plaza, Rosen Centre, Hyatt Orlando, Hilton Orlando, Rosen Shingle Creek and the Orange County Convention Center, the Heart of the District was born out of the passion and desire of these entities to strengthen the OCCC and surrounding I-Drive business community. “Our goal is to support new and existing multi-hotel and citywide business, investing resources to garner exponential bookings that result in a multimillion-dollar economic impact to the area,” Menichini said. “Our collaborative efforts benefit not only area hotels, but all of the restaurants, attractions, retail stores and more along International Drive. We can accomplish so much more by joining forces.” 30 | AUGUST 2018 | i4Biz.com
ENGAGE. ENLIGHTEN. EMPOWER.
EMPOWERMENT L U N C H E O N WEDNESDAY
AUGUST 22, 2018 11:30AM - 1:00PM CITRUS CLUB
255 S. ORANGE AVE #1800 ORLANDO, FL 32801
A CONVERSATION WITH
TROY D. TAYLOR
CHAIRMAN AND CEO COCA-COLA BEVERAGES FLORIDA WWW.BLACKCOMMERCE.ORG _
SILVER SPONSOR
_
TAKE
with Official tourism association for America’s most visited destination.
2017 Visitation
by the Numbers
72,008,000 Total visitation (up 5.2% over 2016)
65,855,000 Domestic travelers
6,153,000 International travelers
1,172,000 Visitors from Canada (top international market)
1,530,000 Total attendees at Convention Center
79.3% Hotel occupancy
.
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Q&A with Daryl Cronk, Senior Director of Market Research and Insights, Visit Orlando
72 MILLION VISITORS Breaking Down Orlando’s Record Visitation Number L
ast year, 72 million visitors came to Orlando, once again making us America’s most-visited destination. But what’s behind that recordbreaking achievement? Who, exactly, are the people traveling here? And have we kept up the momentum in 2018? Economist Daryl Cronk, senior director of market research and insights at Visit Orlando, breaks it down.
GEORGE AGUEL Which countries provided the most visitors to Orlando in 2017? Canada, the United Kingdom and Brazil remained our largest international markets, accounting for nearly half of the 6.15 million annual visitors from other countries. While visitation from Canada and the U.K. saw minimal growth from 2016 — in large part because of economic headwinds and a strengthening U.S. dollar — we did see a 16 percent spike from Brazil, a key international country for Orlando that rebounded from two years of declines due to a deep recession. And that’s welcome news because Brazilians spend more money, per person, in our destination than visitors from our other core markets. What about our top domestic markets? The biggest region we target is the highly populated Interstate 95 corridor, especially in the Northeast. Outside of Florida, our top five states are New York, Georgia, Texas, New Jersey and Pennsylvania. How did business travel to Orlando fare in 2017? It was a very good year for the meetings and conventions industry. The Orange County Convention Center set all-time highs for attendance, group occupancy at hotels continued to rise, we held the nation’s second-highest number of Top 250 shows and — for the sixth time in seven years — Orlando was Cvent’s top-ranked meetings destination. Over the past two decades, what has been the year of the biggest growth? The least? In 2010, the first bounce-back year from the Great Recession, we saw our largest yearly increase in visitors (10.5 percent). Conversely, visitation had fallen 4.7 percent the year before in 2009. But our biggest annual drop was actually 2001 (the year of another recession, as well as the 9/11 attacks), when 6.2 percent fewer people came to Orlando. Should we expect a repeat performance in 2018? So far, so good. The first half of 2018 experienced healthy gains in many key indicators, including lodging metrics, airpassenger traffic and Tourist Development Tax collections. Leading indicators for the second half of 2018 are generally positive. Attendance at the Orange County Convention Center and airline seat capacity to Orlando are up while advance hotel bookings are on par with the same time last year. International factors to keep an eye on include the value of the U.S. dollar, trade negotiations and Brexit, but the strong U.S. economy is expected to support continued growth in travel.
President & CEO of Visit Orlando
THE FORMULA FOR SUCCESS Investment and marketing drive tourism’s growth “Why do people keep coming back to Orlando in record numbers?” It’s a question I get asked a lot. At its core, the answer is twofold: investment and marketing. Year after year, our world-famous theme parks and attractions keep the destination fresh by adding blockbuster new experiences that wow visitors the world over. Think of everything that came online in 2017 alone: Universal’s Volcano Bay, Disney’s Pandora – The World of Avatar and SeaWorld’s Kraken Unleashed VR roller coaster, just to name a few. On International Drive, we saw the launch of Topgolf Orlando, Andretti Indoor Karting & Games and iFly Indoor Skydiving. And in the sporting world, Orlando began hosting the NFL Pro Bowl, opened a new soccer stadium and welcomed the USTA National Campus. On every front, our destination is constantly evolving, expanding and improving through new-product investment. The second part of the equation is getting the word out through strong global marketing. As the only official organization that markets the entire destination, not just one park or attraction, Visit Orlando engages consumers, travel professionals and meetings and conventions clients to choose Orlando for their next vacation or convention. Complementing the advertising and publicity efforts of our member companies, Visit Orlando works to grow visitation by keeping our destination top of mind among target audiences in the U.S., Canada, Europe, South America and beyond. All of this, of course, helps create an atmosphere where Orlando now welcomes upward of 72 million visitors each year. And with a strong combination of investment and marketing, our destination will only continue to build on that success.
i4Biz.com | AUGUST 2018 | 33
We’re much more than Christmas. You may only see us during the holidays with our kettle drive or at a time of disaster, but we are in the community working 365 days a year.
407.423.8581 www.salvationarmyorlando.org Follow us on social media. Facebook: @salvationarmyorlando Twitter: @salarmyorlando 416 West Colonial Drive Orlando, FL 32804
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FROM TOURISM TO HEALTHCARE: Wearable Technology Streamlines the Experience By Meaghan Branham
A
s the most-visited place in the United States, Orlando is naturally often at the center of discoveries in technology designed to make the experience of traveling, exploring and immersing oneself in the destination as simple as possible. With smartphones, we’re more prepared than ever with a camera, translator and GPS at the tips of our fingers — as long as we remember a portable charger — and companies like Airbnb and Uber have altered the way we experience our adventures. On top of these fast-moving developments, the potential for application in other sectors presents even more opportunity. The point of technology is to better our world, to improve our quality of life. Some companies have found ways to adapt the technology they’ve developed for the tourism and entertainment industries into products for other uses, including healthcare. One of those companies is the accesso Technology Group, a firm based in Berkshire, England, with 10 locations worldwide including Orlando. The company has been working in Central Florida and throughout the U.S. for more than 15 years to optimize the guest experience through its technology at more than 1,000 venues. Locally, these include Gatorland, The Holy Land Experience and ICON Orlando.
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The company’s list of products is extensive, but it’s the latest technology that has paved the way for a partnership with Henry Ford Health System. The company recently announced it will implement The Experience Engine Platform, known as TE2, at the Henry Ford Cancer Institute opening in Detroit in 2020. “TE2 is an experience management platform, and it works by gathering customer data through mobile, online, kiosks and more to engage consumers in the moment,” said Paul Noland, CEO of accesso. “For example, a family visiting a theme park might be alerted via their smart phones to a perfectly timed lunch offer or insider tips based on their previous visits. TE2 creates touch points and provides contextual information to help guests make the most of their experience.” The company's extensive knowledge of experience-based technology — with more than $20 million spent on research in 2017 alone — stood out to Henry Ford Health System, which recognized a chance to leverage this same streamlined data-gathering approach to ease stressful and overwhelming situations. “Leveraging the data-driven insights made possible by this integration will keep patients informed and engaged, reducing stress for both caregivers and patients,” Noland said. “The technology will also help streamline daily operational processes because patient data will be seamlessly integrated with electronic medical records.” The TE2 Platform will offer patients tools including: •
Concierge service identifying the patient and family by name as they arrive.
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Real-time point-of-care and wayfinding support while inside the Henry Ford facilities.
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The ability for patients to provide a list of care preferences and to order food during their stay.
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The ability to make payments via smartphone.
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A way to accept and provide feedback and communication.
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Proximity alerts so family members know how their loved one is progressing through an appointment.
"This pilot program will give accesso, the ability to continue developing the technology," Noland said. The goal is to expand to other medical facilities, making the patient’s healthcare experience as easy as navigating through a theme park. “Although we are rooted in different markets,” he said, “Henry Ford shares our commitment to innovative and exceptional customer experiences.”
"The technology will also help streamline daily operational processes because patient data will be seamlessly integrated with electronic medical records.” — Paul Noland
ORANGE TECHNICAL COLLEGE FOR STUDENTS. NOT PROFIT.
Changing Lives Through Education for 85 Years Since 1933, Orange County Public Schools has been making history and changing lives through education by providing career and technical training for tens of thousands in Central Florida. Offering innovative programs at multiple technical college campuses, as well as numerous community learning centers and district schools, Orange Technical College continues to grow and evolve, always focused on improving the lives of students and positively impacting workforce needs and economic development in the region. Orange Technical College is home to an array of affordable career certificate training programs, equipping students with the skills and credentials needed for employment in growing industries in the region: advanced manufacturing, healthcare, building construction, transportation, hospitality, culinary arts, 3D modeling, simulation and more.
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With the help of industry partners like the National Center for Simulation, Orange Technical College has created stateof-the-art learning environments like the “Launch Site.� This dedicated modeling, simulation and training (MS&T) facility houses a collection of simulation, animation and cinema programs designed to prepare students for careers as designers, programmers and motion-capture technicians. Offering students world-class facilities and more than 60 career certificate programs, Orange Technical College delivers an exciting opportunity for students. Inexpensive tuition rates, industry-trained instructors and innovative classroom environments ensure graduates are prepared for the world of work. Articulation agreements and partnerships with local and state colleges are also allowing more students than ever to engage in numerous career paths across high-skill, high-wage technical industries. Technical education is a powerful catalyst for students heading into the workplace, but can also bring enormous value to those students looking to pursue a traditional college path.
These local agreements allow students to easily transition from a career and technical program at any Orange Technical College campus to a college credit-based course at partnering institutions, or vice-versa if a student so chooses. Innovation in a region can take many forms, including the development of programs like these to establish and fortify the educational ecosystem in Central Florida to benefit students at all learning levels. As a not-for-profit entity and a part of one of the largest school districts in the country, Orange Technical College is held accountable to the highest standards of quality and rigor. While the programs offered at its campuses have shifted dramatically over time, in an effort to match relevant training with existing industry needs, the college’s goal remains: changing lives through education. i4Biz.com | AUGUST 2018 | 39
Spotlight With this issue, i4 Business embarks on a journey under new leadership. Cherise Czaban, the former vice president of business development at previous parent company SCB Marketing, is now the publisher and the CEO of i4 Business LLC. She is joined by Diane Sears as editor-in-chief and Donna Duda as director of encouragement. You read their stories in the June 2018 magazine. This month, we profile two staff members so you can get to know them: Meaghan Branham and Elyssa Coultas.
Meaghan Branham
Communications Manager i4 Business
Stepping Up How did you wind up at i4?
I started with SCB Marketing as an intern right after I graduated from the University of Central Florida (UCF) and worked closely with Cherise. When she took on i4 Business, I was excited for the opportunity to accept more responsibility, to continue working with Cherise, and to learn as much as I can.
What have you learned from your coworkers?
I think everyone on the team brings unique strengths. I really admire how Cherise can manage so much and remain level-headed, calm and compassionate. Elyssa gets things done quickly and does them really well, and always comes prepared with great ideas for how to make things better. Diane’s knowledge of the publishing field is invaluable, and she always has great ideas and leads on potential articles and how to execute them.
Where do you want to see yourself in five years?
What aspects of the business are you most excited about?
I love the chance to hear from so many different people doing really amazing things right here in Orlando, and to continue to learn.
Who would you describe as your role models and inspirations?
My mom is the hardest-working person I have ever met, so she has always been one of my biggest role models. My best friends are all incredibly kind, talented, self-assured women. Just being around them is inspiring.
What are some of your hobbies/interests?
I love watching movies. I take trips when I can. Even small road trips with friends just for a change of scenery can be necessary sometimes. I love the beach and try to go as often as possible.
Favorites •
Music: Joni Mitchell, Fiona Apple, Taylor Swift, Nat King Cole, Frank Sinatra, Norah Jones, Etta James, Elton John, Billy Joel, Patsy Cline, Madonna, The Vaccines.
•
Movie: If I had to choose, Roman Holiday or Sleepless in Seattle.
What’s your greatest accomplishment?
•
Book(s): To the Lighthouse by Virginia Woolf; All the Lives I Want by Alana Massey; A Mercy by Toni Morrison.
What’s one piece of advice you might offer to someone or have received that has changed your way of thinking?
•
Quote: “Listening is loving” from the film Hector and the Search for Happiness.
I hope to be traveling and writing more, and to have become a little more confident and trusting in my own voice. I want to be able to use this platform as a way to amplify the voices of people who are working to make a positive impact, especially voices that might not otherwise be heard. My graduation from UCF.
“You do it because the doing of it is the thing. The doing is the thing. The talking and worrying and thinking is not the thing.” – Amy Poehler from her book Yes Please. 40 | AUGUST 2018 | i4Biz.com
Spotlight
Elyssa Coultas
Digital Brand Manager i4 Business
A New Opportunity How did you wind up at i4?
I started with i4 Business in May, when Cherise was beginning to assemble the new staff members. I had interviewed with Donna for another position a number of years ago, and I was not the right fit for that role, but she kept me in mind and contacted me when she knew this opportunity was on the horizon.
What aspects of the business are you most excited about?
I’m most excited to learn about the operations and what it takes to maintain a successful digital and print publication. I also love the Social Entrepreneur feature, and I’m looking forward to learning about more Orlando-based nonprofits and how I can help.
What have you learned from your coworkers?
I’ve learned that with any successful operation, communication is key. Cherise is a great leader, and always willing to listen, help and act. Meaghan brings so much talent, eloquence and experience to the i4 Business team. Diane has great ideas, and her passion for publishing is inspiring. I’m looking forward to continually learning from all of the ladies of i4 Business.
What is your greatest accomplishment?
I’m more so appreciative of my tenacity and grit. I’ve started up a number of small businesses, and while they have not expanded to the extent I’d envisioned, I found I’ve either persevered or known when to let go and work on a different idea.
Where do you see yourself in five years?
I’d love to be able to take my work wherever I go, traveling abroad on a regular basis. I have a passion for exploration and
volunteering, so I plan to incorporate travel and philanthropic endeavors into my work life.
What are some of your hobbies and interests?
I love canoeing, camping and cooking over an open fire. I also compose music in my downtime and play bass in a heavy metal band, Ovid’s Withering.
Who would you describe as your role models and inspirations? Elon Musk is such an inspiration to me. The world needs more thinkers and creators like him. My parents, of course, are also great role models. Their unconditional love, hard work and compassion are all things I cherish and incorporate in my daily life.
What’s one piece of advice you might offer to someone or have received that has changed your way of thinking?
Don’t live your life fearfully. Explore. Explore yourself, your thoughts and your beliefs. Say “yes” to as many opportunities, and help as many people, as you can.
Favorites •
Music: Bjork, Chelsea Wolfe, Opeth, Igorrr, Extol, Eagles, Fleetwood Mac.
•
Movies: Amélie, Star Wars, Waking Life.
•
Book: Hitchhiker’s Guide to the Galaxy by Douglas Adams.
•
Quote: “Anxiety is the dizziness of freedom” by Soren Kierkegaard and “Success consists of going from failure to failure without loss of enthusiasm” by Winston Churchill. i4Biz.com | AUGUST 2018 | 41
Spotlight
Joe Alarie Chairman
West Orange Chamber of Commerce
Love of Design
"
I love meeting people and learning about their businesses. I’m constantly in awe of the amazing undertakings that are out there. — Joe Alarie
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Joe Alarie recalls how, at a young age, art sparked his love of design. “I was lucky; my mom was an artist. When my brother and sisters and I were very young, she would gather us around the dining room table for an art class once a week. It was the only class I ever took that I did not mind staying after for. I later won a school scholarship to attend the memorial art gallery … it stuck with me.”
“Alarie Design has had the opportunity to work with the chamber staff from a branding and marketing perspective,” Alarie says. “We understand what the chamber’s goals are and how to best communicate the chamber’s message to the members and the community. Our own membership involvement and success via the chamber helps this process tremendously.”
Years down the road, when choosing his career, he followed this calling. After leaving a corporate creative position, he started his own small business. As Alarie Design Associates Inc. rooted itself in the community, Alarie began looking for ways to connect. He reached out to the West Orange Chamber of Commerce, beginning a partnership that would prove mutually beneficial for years to come.
Today he’s chair of the chamber, and his knowledge of both marketing and the businesses that make up the West Orange community suggest a bright future for this already promising partnership. Alarie’s talents seem tailormade for both of his roles. He describes the unique opportunity the West Orange Chamber offers for him to continue doing what he loves while serving his peers.
Spotlight
Lydia Lopez
REALTOR®, SRS, ASP
RE/MAX Elite
Each Office is Independently Owned and Operated.
Rolanda Garcia
Senior Loan Office Shelter Mortgage
"
I love the life of a Realtor because every day is different. — Lydia Lopez
© 2017 Shelter Mortgage Company, L.L.C. All Rights Reserved. This communication does not constitute a commitment to lend or the guarantee of a specified interest rate. All loan programs and availability of cash proceeds are subject to credit, underwriting and property approval. Programs, rates, terms and conditions are subject to change without notice. Other restrictions apply. Shelter Mortgage Company, LLC |4000 W. Brown Deer Road, Brown Deer, WI 53209 | Corp NMLS#431223 (www.nmlsconsumeraccess. org). Senior Loan Officer. Rolando Garcia. NMLS ID: 476625|408 East Ridgewood Street |Orlando, FL 32803 | (321) 961-8106 | Kent.Winkelseth@sheltermortgage.com
In Good Hands Every great partnership is defined by a shared goal. For Lydia Lopez of RE/ MAX and Rolando Garcia of Shelter Mortgage, that goal is as simple as helping their clients achieve their dreams. Lopez, who has been in real estate for 15 years, describes being drawn to the profession by the opportunity it presented for both helping people and building relationships: “I was always passionate about helping families achieve their goals of homeownership. I knew that by being genuine, honest and available, I would guide them and assist them through every step of the process.” Of course, achieving that end comes with a lot of roles to juggle, from adapting to the changing needs of buyers and sellers to keeping track of the ups and downs of a dynamic market. “I can be working with
a seller, spending time on how to best market their property or preparing an open house. Then I can be searching for homes to schedule showings and finding that perfect home for a buyer. I love the life of a Realtor because every day is different.” Through all of the varied days, her partnership with Garcia, a senior loan officer, has proven to be a valuable one based on communication, availability and trust. “I consider myself a handson Realtor,” Lopez explained. “With Rolando’s expertise and knowledge in the mortgage industry, I know my clients are always in good hands. Rolando and I work very well together because our goal is always our clients’ best interest in mind. We strive for a professional and seamless process.” i4Biz.com | AUGUST 2018 | 43
up
CLOSE
with Gaby Ortigoni By Meaghan Branham
Gaby Ortigoni, president of the Hispanic Chamber of Commerce of Metro Orlando, has always had a passion for public service — even in her first job as a gift wrapper and greeter at a gift shop in Puerto Rico, where, as she describes it, she was able to play a small part in the experience of someone receiving a gift. Born in Mexico and raised in Puerto Rico, Ortigoni moved to Orlando more than 25 years ago. After attending school for hospitality management, she carved her own path through volunteer work and a talent for recognizing opportunities. Ortigoni served as an administrative assistant with the Florida Legislature, where she found herself suddenly taking on the responsibility of traveling with a freshman legislator. She went on to work for the Puerto Rico Federal Affairs Administration and as director of crime prevention in Central Florida for Florida International University. These last two roles allowed her some time to return to her roots in volunteer work, leading to her first experiences with the HCCMO and its affiliates. Here Ortigoni delves into the power that comes from giving of your time, talents and knowledge, and from remaining open to the ideas, perspectives and challenges of others.
How would you describe the path that led you to your current field? As with many people, I started in something that doesn’t really have a lot to do with what I'm doing right now. I studied hospitality management, and I went into that field because my mom used to take me with her to business conferences when I was a little girl. Since then, I was always attracted to that environment. After I completed school, I was doing a lot of work in different places. I said, “Well, I'm going to start doing some volunteer work just to learn other things.” One of my first volunteer jobs was at one of the first Hispanic radio stations here in Orlando. And from there, after I volunteered for around six months, the manager of the radio station, who happened to be good friends with a freshman legislator, recommended me for a job he had in the legislative office. He said, “I have someone here who is coming every week. She works for free and she's really good — and if she's good working for free, I imagine she would be even better if you paid her.” What led you to your current role with the chamber? I knew there was something about the chamber that I really liked, and I wanted to be part of this department. So I applied when they had an opening for an administrative assistant because that was the only
position they had open at that moment. But then I was able to become the director of marketing and sales. My background wasn't really that strong there, but I learned many skills and I had an excellent teacher in the first paid president of the chamber, Ramon Ojeda. He taught me a lot and gave me a strong foundation for the role I have today. After being here for five years, I was invited to work at OUC -- Orlando Utilities Commission -- as manager of community relations. From there I went to Prospera, an organization that helps Hispanic entrepreneurs. … And now I have the opportunity to lead the chamber. … So you see how everything has been very connected.
Throughout that journey, what have you learned? It opened the doors for me to understand how powerful it is when you volunteer your time and you do it because you really love what you're doing and you really want to serve. People notice your talents, and you’re able to discover talents you didn't know you had. If it weren’t for that volunteer work, maybe I wouldn't be here today. After my first volunteer job at the radio station and then the opportunity to work in the Florida Legislature, every single job I’ve had has been connected, one to the other. Of course, I have applied and gone through the process of i4Biz.com | AUGUST 2018 | 45
interviewing, but in reality, one door has led to the other one. I think that gave me a good background. My learning has come more from experiencing and interacting with people in the different volunteer work I’ve done. So I always like to share that with people. It hasn’t been the conventional path. One of the greatest lessons I’ve received is to make sure to meet expectations before you exceed them. A lot of times we’re so focused on trying to exceed the expectation, or to do more for people to be impressed with our work, that we forget to pay attention to whatever the real purpose or requirement was for that particular task or job. I learned this the hard way, and that is something I always share with my team everywhere I go. I will say, “Let’s pay attention and let’s make sure we understand what the expectation is, and then we work on exceeding that.”
What was it like coming on board as president just a few months after the chamber celebrated its 25th anniversary? I’m a product of this chamber. I’m new in this role, but I’m not new in the chamber. We have seen so much growth in our community in general. Of course, the Hispanic community has grown tremendously in the past 25 years, but also, we’ve seen tremendous economic development here in Central Florida. So, for me, it has come full circle in terms of how I was able to develop myself professionally at the chamber and now I’m able to lead it. At the same time, I’m proud we have such a strong community, and we know the influence and contributions of our Hispanic community have been instrumental to the economic growth of our region. One of the things I love most about the chamber is that a lot of the people who were the founders and were those pillars on which this chamber was created are still very involved. There are many of them who were actually part of the selection committee when I was interviewed for the president position. And to see so many people who have been so committed to the organization for so long still invested in the organization, to me that means a lot. I take it not only as a sacred privilege and a great honor to have their trust, but also as a great responsibility.
What would you describe as your top priorities for the chamber moving forward? We are looking very closely at our different programs to make sure our members get the best value and opportunities that will help their businesses grow. Making sure our events and programs meet the demands of the 21st Century and attract the new generations. The essence of a chamber, while it offers many different
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benefits, is helping people connect. When you’re in an environment where technology is connecting people in so many ways we never even thought possible, we have to be creative and think outside the box to stay relevant. Another priority is helping with the efforts to rebuild Puerto Rico’s economy, by supporting the business owners who are coming from the island to expand their businesses to our region.
In the wake of Hurricane Maria, what are some of the measures and programs the chamber has implemented to help Puerto Ricans who have had to relocate and rebuild in a new city? We’re working very closely with the government in Puerto Rico to assist business owners from the Island who are expanding their businesses to Central Florida. We want to support the efforts of the government of Puerto Rico to support business owners, so they can keep their businesses open over there and help them expand to Central Florida. We are also working with other organizations such as Prospera to help these entrepreneurs get access to business tools and resources that will help their business develop a strong foundation, to be able to grow here instead of just closing there and coming here. In June, we went to Puerto Rico with Prospera and other local officials, to offer specific training for business owners — not only to tell them about the great things we offer here in Central Florida, but mainly to give them a very realistic understanding of the things they need to evaluate and prepare for when they expand their business in Florida. More than 300 entrepreneurs attended this event. Working in partnership with Puerto Rican agencies is very important because this allows us to get to more people and help them evaluate their options, so they can make a well-educated decision.
How has the chamber helped initiate and encourage dialogueue in the community regarding current events and issues, such as immigration reform? We have a government affairs committee, and a civic advocacy program that offers our members the opportunity to learn and connect with our elected officials about these topics impacting us at the local, state and federal level. Opening direct dialogue between our members and elected officials, is critical to make sure the voice of our Hispanic business community is heard. Through the Civic Advocacy Program, we give the opportunity to different elected officials, in a non-partisan way, to sit down with our members, our community and learn about the issues impacting us.
Best Practice
Leadership Reverse Mentoring Offers a Whole New Perspective
Romaine Seguin
is president of UPS International, Americas Region, based out of Miami.
"
What I’ve learned through this reverse mentoring experience is that millennials are very caring about everything that enters their world. That speaks of their commitment. They want to understand the reasons why things are done in a certain way, and they want proof. That speaks of their involvement.
H
ave you ever had an a-ha moment and not realized it until many months later? I experienced this through a reverse mentoring process. Back in 2015, I kept hearing negative comments about millennials, both in the workplace and outside in the community. These comments revolved around their work ethics, tenure with an organization, commitment to one single company, and lack of understanding of the hierarchical structure. I am not a millennial, and the people I spend time with, including my direct reports, are not millennials, but I really wanted to understand this generation’s mentality and form my own opinions about what I’d heard. To do so, I decided to meet with our company’s human resources department and ask that
I be assigned a millennial for reverse mentoring. The plan was to meet once a month for an hour starting in January 2016. Cynthia was my first millennial mentor. She had been with the company for two years at that time. She worked in the marketing function. Cynthia was married, had a dog and was trying to get pregnant with the couple’s first child. She enjoyed her job and wanted to know more about why we do certain processes in the marketing function the way we do. What she appreciated the most about her department was its teamwork. Cynthia was on the quiet side and was very family-oriented. She had a college degree and valued learning. UPS was the second major corporation where she had worked in her short career. At the time, there was no thought for long-term employment
They are hungry for continuous learning, which I find refreshing. This speaks of their will to grow.
Romaine and Manny
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with any company. Cynthia did have a baby girl in 2017, and chose to have a career as a mom. After a year of learning from Cynthia, I was assigned Omar, who had a very different profile than my original mentor. Omar had started with UPS in the front line of the air operation and was promoted to industrial engineering supervisor after four years. Omar was a graduate of the University of Florida and told me most of his friends had headed north to obtain management entry-level jobs. I was curious about why he had decided to start at UPS in operations with less pay, unlike his friends who had moved in search of opportunities that offered higher salaries. He calmly responded, “Because of the work ethic and the integrity of UPS.” It was our second meeting, and
I about fell out of my chair. I had never expected that statement from him. Omar is a very caring person. He’s concerned about a variety of important issues, from employer ethics to the environment, his parents and enjoying life. One of the things I remember the most about Omar is his caring personality. One example is when he stayed in town during Hurricane Irma in September 2017 and helped as many coworkers as he could to board up their homes in preparation for the storm. It was a pure joy to have Omar mentor me in 2017. By the end of the year, he surprised me again by making a video about his experience being my millennial mentor. The highlight of the video was when he said he had been very nervous when we started, but that getting to know each other had been a wonderful experience. He said his biggest takeaway was that he had grown more confident engaging with different types of people. It was in the middle of 2017 that my a-ha moment occurred. I realized how much productive feedback I had received in the past year-and-a-half. I started explaining to the external community about my experience and takeaways with my millennial reverse mentoring. I discuss it when I have the opportunity on business panels, in keynote speeches, in general in the business community and, of course, internally on our UPS campus.
At the beginning of 2018, I was introduced to Manny as my mentor for this year. He has been with UPS for eight months as a revenue management specialist. He is a graduate of Florida International University and is looking to obtain his MBA. This is Manny’s second job with a Fortune 500 company. Manny describes himself as an introvert, a food enthusiast and very caring of his parents. Something he told me that I found interesting was, “When I started college, I told my parents I didn’t need them as parents anymore, I needed them as friends.” I look forward to finishing this year with him. Our conversations are very different from the ones with my two previous mentors. What I’ve learned through this reverse mentoring experience is that millennials are very caring about everything that enters their world. That speaks of their commitment. They want to understand the reasons why things are done in a certain way, and they want proof. That speaks of their involvement. They are hungry for continuous learning, which I find refreshing. This speaks of their will to grow. Those of us who aren’t millennials need to get to know this generation of future leaders much better. What I’ve found in knowing them is that we will be in great hands as a society and in business. This two-year journey has been extremely rewarding, and I will continue this path every year. ◆
DID YOU KNOW More than 180 print magazines have thrived for more than 50 years. (Only 11 TV programs can say the same.)
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print magazines have flourished for more than 100 years Source: MPA – The Association of Magazine Media
i4Biz.com | AUGUST 2018 | 49
Best Practice
Real Estate Know Before You Grow: Strategic Expansion
A
s the economy flourishes, many business owners consider how to best prepare for growth. With growth is the vice president of commercial lending for FAIRWINDS Credit Union, manages the comes the need for space commercial lending team and has more to accommodate more than 25 years of experience in commercial employees and equipment, banking and investment management. so real estate expansion is often a logical next step. At FAIRWINDS Credit Union, we work with organizations throughout Central Florida to guide them through the expansion process and how to ensure their real estate decisions fuel, rather than hinder, their future growth.
Wayne Cox
There are three key questions business owners should ask themselves to determine whether or not a real estate expansion is right for them.
Debra Mairs
is the vice president, commercial loan officer, at FAIRWINDS Credit Union and has more than 30 years of experience in banking and finance.
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1. Is expansion the best way to achieve my company’s goals? Start with your endgame in mind. Before embarking upon a real estate expansion, think through what you hope to accomplish. If your goal is to maximize revenue, real estate expansion might not be appropriate. Real estate is illiquid, meaning it can’t easily be converted into cash when needed. Sometimes companies assume they need physical expansion when their investment would be better made in employees, equipment, inventory or other assets that could generate a profit more quickly than real estate.
Rather than adding square footage to your real estate assets, consider investing in the real estate you already have to make it more effective in meeting the needs of your team and clients. It’s not enough to ask whether you need the additional space now. Think long term: Will you need the space in 20 years? Occasionally, business owners who have just landed a huge contract may want to double their existing real estate holdings. Be nimble, and avoid getting caught up in the excitement. Ask yourself: Can I adjust our expenses quickly when an unexpected change in revenue occurs? There
is always a possibility that your new contract may not be renewed; however, the real estate commitment you made to support that contract can easily last decades. 2. What’s my company’s current stage? Once you’ve determined a real estate expansion is the best course of action for accomplishing your company’s goals, you must determine whether your company is in its optimum stage for growth. Don’t skimp on expansion if your business is truly growing and is stable. A well-timed expansion can make a significant long-term impact and can usher your company into a new era of productivity and growth. Conversely, companies should be wary of making commercial real estate investments in feastor-famine years. If your business is cyclical, don’t budget according to your historic high. Instead, assume you will make about 75 percent of your “normal” revenue. Don’t assume your business will always operate at its peak, especially if your industry is cyclical or seasonal. The stage of your company’s lifecycle will also determine what kind of real estate commitment you need to make. Whether your business is in the growth, established or mature stages, options abound for expansion. You can lease, buy or build real estate. Each option comes with its own liabilities and benefits. 3. Do I understand my rights and responsibilities as a commercial borrower?
Even the most straightforward loan can come with hidden costs. Commercial real estate loans are not residential mortgages, and business owners do themselves a disservice when they conceive of them as such. For instance: If you decide to buy, there’s no commercial equivalent to a 30-year mortgage on a residential property. You might find a 20-year loan, but these loans typically have balloon payments at five, seven or 10 years. As a borrower, it’s your right to have an open line of communication with your financial institution. Demand full transparency regarding costs and obligations. If you’re considering taking out a loan to cover the cost of a real estate expansion, make sure you ask your lender about balloon payments typical to commercial loans. Remember that financial institutions will expect you to provide detailed financial statements on an annual basis as a means of renewing your loan. Again, it’s imperative to think ahead. Your company’s needs and capabilities may shift in the future, and your industry as a whole might fluctuate in ways you didn’t anticipate. Navigating a real estate expansion is no small feat. Done correctly, an expansion can keep your business growing and competitive. Asking yourself these questions is critical to knowing whether or not your business is ready to take this important step in its journey of growth and development. ◆
DID YOU KNOW
The audience for print and digital magazines increased by 3.3 million adults from 2016 to 2017
65% of readers take action after seeing a print magazine ad
Source: MPA – The Association of Magazine Media
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Best Practice
Marketing Strategy Bringing Your Audience to You with Event Marketing
I Cherise Czaban
is the publisher of i4 Business magazine and the CEO of i4 Business LLC. She formerly served as vice president of business development for SCB Marketing, the previous publishers of i4 Business.
The secret to powerful marketing lies in creating the connection with your audience, and nothing does this quite like face-to-face interaction.
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n 1851, 92 countries came together in London to display their strengths, showcasing everything from arts and textiles to technological and scientific advancements. The Crystal Palace, constructed to house the event, would eventually see 6 million visitors, creating opportunities, connections and ideas that otherwise might never have been possible. While this event, known as the first World’s Fair, might be a dramatic example of the power of event marketing, it nevertheless holds up as proof of the potential of a well-orchestrated event. Since then, everything from car shows to anniversary parties to webinars has
continued this legacy, proving the effectiveness and versatility of the event. Working events into your marketing strategy seems like a no-brainer, with a current climate that makes it easier than ever to orchestrate, promote and measure the results of your efforts. Many marketers believe event marketing is the most effective marketing channel, with content marketing and email marketing coming in at a close second and third. When planning how to integrate events into your strategy, it’s important to keep a few things in mind. Effective Events The term “event marketing” is a broad one and it most likely
brings to mind a variety of definitions. It may mean planning and executing your own event or sponsoring someone else’s. It may even mean simply attending events you know will make great networking opportunities. These events can be in person or virtual and they can range in size from small advisory panels to huge trade shows. The secret to powerful marketing lies in creating the connection with your audience, and nothing does this quite like faceto-face interaction. Putting on an event or attending one in your industry or community means you are guaranteed to be placed in front of the audience you’re addressing, and you
can engage with them in real time. You can connect directly with your potential customers who have already come to you, without invading or monopolizing their time and space. The immediate feedback these connections offer can help when you’re planning the rest of your campaign, even giving you insight on certain strengths or weaknesses of your product that you may not have seen. Take these opportunities to capitalize on your ability to bring value in real time through samples, demonstrations, or Q&A sessions. These can make a lasting impact. The introduction of social media also means that impact isn’t just limited to attendees anymore, but to their friends and followers. All of these benefits can lead to stronger, more positive brand awareness, and quicker conversion for leads. What Kind of Event There are many different kinds of events you might want to participate in or host, each with its own set of advantages: • Conferences: These events offer opportunities to not only make connections with others in your field, but to stay in-the-know on the latest technology, strategies and markets. Often for a low cost or no cost at all, you can take advantage of the opportunity to attend, especially if you’re just getting started in the industry.
• Trade shows: While conferences are typically open to all, trade shows are usually more targeted, made up of mostly professionals and decision-makers. A booth at a trade show may cost a bit more, but a solid presentation can help you make meaningful connections that last for years. With these events, you can take the opportunity to learn from those at the top of the game. • Seminars: If you’re looking to hold a lowcost event, seminars may be the most effective way to position yourself as an expert in your field. Often smaller and shorter than conferences and trade shows, seminars can even be held online to make them accessible to a wider audience, expanding your reach. • Networking events: Sponsoring an event in your community means expanding your audience by overlapping it with that of the hosting company. Partnering with that company creates a mutually beneficial engagement and provides you with a simple way to increase brand awareness and recognition. Depending on where you are in your campaign, attending or hosting one of these events is a powerful tool in your marketing strategy. ◆
DID YOU KNOW
The audience for print and digital magazines increased by 3.3 million adults from 2016 to 2017
65% of readers take action after seeing a print magazine ad
Source: MPA – The Association of Magazine Media
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Newly Revamped Tech Association Expands Its Board and Reach for 2018 and Beyond
VOLUSIA
LAKE SEMINOLE ORANGE
OSCEOLA
By Jim Thomas The Orlando Regional Tech Association has officially adopted a new board of directors and is expanding its mission to engage the seven-county region of Central Florida by inviting its technology leaders and their organizations to join this initiative. Reorganizing from the Orlando “Regional” Tech Association allows us to serve and unite diverse stakeholders across Central Florida whose shared interest is seeing our region thrive as a major destination for tech-focused companies — from startup to enterprise — that are ready to grow and expand here, and for the skilled technology and creative teams driving their success. Our region is home to tens of thousands of tech-related jobs and a massive talent pipeline flowing from our worldclass universities and tech vocational schools. We’re intent on cultivating a strong network connecting talent across all levels of experience and expertise who want to make Central Florida home. By nurturing the relationships both within that network and also with the professional resources and services, cultural offerings, and recreational opportunities available, we are building a welcoming community to companies looking to grow through innovation.
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POLK
BREVARD
Orlando Tech can now expand its vision throughout our region today thanks in large part to the critical support from the City of Orlando inviting us to join its Mainstreet Program in 2014. This initial investment was vital to our growth, and we are deeply grateful to Mayor Buddy Dyer and his team. We look to continue our partnership as we begin supporting the entire region and its multibilliondollar, globally leading tech verticals. Moving forward, we are focused on three main objectives: sharing the rich and diverse story of our region, connecting major technology leaders and companies to a deep talent pool, and building and advocating for our technology community as a vital platform in our region, state and beyond.
DID YOU KNOW
We will achieve this through collaboration and inclusiveness and by actively engaging the entrepreneurial ventures, thriving technology companies, and hard-working individuals driving our growth engine. The board of directors of Orlando Tech now includes representatives from space, aeronautics, modeling and simulation, optics and photonics, gaming, mixed reality, health and wellness, hospitality, entertainment, additive and advanced manufacturing, and digital media plus many more. The new Orlando Tech Executive Committee is led by Bruno Sousa, vice president and chief technology officer for TravelTab; Adam Scheinberg, vice president of information technology for Massey Services; Avani Desai, president of Schellman & Company; Jeff Lutes, chief technology officer for the Orlando Magic; and Abhi Vyas with the SunTrust technology practice. Sousa explains why Central Florida is a desirable location for tech companies: “TravelTab is an Orlandobased startup that has scaled rapidly and has added nearly 200 employees in just the last two years,” he said. “Central Florida is the perfect place to start, grow and really scale a business. I see the Orlando Regional Tech Association as the perfect place for tech leaders to come together, share best practices, and expand opportunities for their companies and their teams across the region.”
For more information visit:
www.orlando.tech
92%
of U.S. adults read magazines
Americans of all ages, read magazines - especially younger adults
91% of adults 94% of those under 30 95% of those under 25
Jim Thomas is the CEO of the Orlando Regional Tech Association. He can be contacted at social @JimThomasORL or at www.Orlando.Tech
Source: MPA – The Association of Magazine Media
i4Biz.com | AUGUST 2018 | 55
EXALTING FREEDOM
THROUGH ETHICAL CAPITALISM
WHO IS THE GREATEST? The Mindset of Service
“T
he most successful people in the world are able to look at their experience, draw out what’s useful and translate it into standards for measuring future experience.” An amazing insight Dan Sullivan came to as he took the time
Jeff Piersall
Eric Wright
to analyze why he had phenomenal results with some people and dismal results with others. He realized that he had certain mindsets, not bias or behaviors, but ways of thinking that were part of who he was and how he approached the world. When he met someone with a similar mindset, there was a connection that produced remarkable outcomes. It wasn’t that his mindsets were better than everyone else’s, it was about being himself and honest about who he was, his personal like/don’t like responses, which no one can really decide for you. Then turning that into a filter for who he was best suited to collaborate with. Some mindsets are inherent in who we are; others can actually be developed with desire and determination. One of the mindsets we gravitate toward is service. It is summed up in the old cliché, “It isn’t about you, but it is up to you.”
Reserved Parking In a recent interview, Gen. Wayne Monteith, the commander of the 45th Space Wing at Cape Canaveral and Patrick Air Force Base, said, “To inspire your followers and partners you have to be authentic and credible. To be credible you don’t have to be an expert, but you must understand the systems we are dealing with and continually develop as a leader. To be authentic, humility is an essential component. When you start to lose sight of why you serve and who you serve, sub-optimal performance is unavoidable. I call it, ‘The tyranny of the reserved parking spaces.’” Everyone enjoys the “perks” that come with promotion, but protecting and demanding our privileges is not what got us to where we are, nor will it keep us there. The tyranny he was referring to were the over 30 reserved parking spaces set aside for him, spread over the bases he commanded, not to mention the plethora of spaces set aside for other senior officers and enlisted personnel. The danger, he pointed out, was how a lack of humility causes you to “lose sight of why you serve and who you serve.” In other words, you begin to think because of your brains, success or acumen, everyone is there to serve you.
Three Key Service Concepts 1.
2.
Who Knows Best? When you have a service mentality, you realize not only that you do not have all the answers, but that you do not have to have all the answers. Often the people actually doing the job or directly providing the service understand not only the problem, but also the solutions much better than the folks with the reserved parking spaces. When treated with respect and appreciation, they respond with candor and insight about how the work can be done more efficiently and profitably, versus disengaging, or worse, sabotaging, because they are treated with indifference. With a culture of service, you benefit from a treasure trove of insight and experience the boots on the ground can provide. Win or Learn. With a mindset of service, negative experiences or what appears to be a loss can be reframed. All our experiences should fall into one of two categories: We won — so we need to gather as much data out of that win as we can, to transfer it into future opportunities; or we learn — we didn’t close the sale or maybe we lost the client, but that is an opportunity to do some forensic work and find out why. We win or we learn; there is no losing with a mindset of service, and we are better positioned for the next client that comes our way.
3.
Am I Invisible? We have all had the misfortune of standing in line at a ticket or “service” counter while the person who was there to “serve” us was busy chatting it up on the phone or texting a friend. Most companies make sure employees have the hard skills that are necessary for their job, but workers aren’t always trained and incentivized to do the equally important soft skills, like friendliness, courtesy or service and using those timeless door-openers like “thank you,” “please” and “yes sir” or “yes ma’am.”
Perhaps this is why a great leader observed over 2,000 years ago, “He who is the greatest among you will be the servant of all.” Greatness is really about how well and how many you can serve; it is a mindset of an ethical capitalist.◆
Trep Talks is the educational platform of Jeff Piersall and Eric Wright; for more information visit www.JeffPiersall.com
i4Biz.com | AUGUST 2018 | 57
Social Entrepreneur
TREKT Adventures: Fostering Social Growth through Sustainable Entrepreneurship By Elyssa Coultas
I
n Nepal, healthcare can be nonexistent for those living in rural villages. An Orlando-based organization has found a way to take volunteer medical professionals into those remote areas to work side-by-side with a Nepali medical team.
The Medical Trek helps treat hundreds of villagers a day — in their own language and familiar surroundings, and without technology. At the same time, it offers the medical professionals an immersive experience in a different culture. It is part of Orlando-based TREKT Adventures, a multifaceted champion of social growth that promotes wellness, education and self-improvement by taking people on philanthropic vacations. In addition to the medical excursions, the organization offers treks for teaching and yoga. “Medical Trek Nepal started in 2012 with just three medical professionals and our trekking team,” says Sandra Krasa BK, the founder of TREKT Adventures. “We went out, and on our first trek, helped about 1,000 people. And through that experience, we discovered this is something people really need.” 58 | AUGUST 2018 | i4Biz.com
Voluntourism Retreats
"
When you embark on a TREKT learning adventure, you get ecofriendly adventures committed to sustainable tourism that focus on learning about Nepali and Himalayan culture.
Volunteers hike to and serve remote schools in the foothills of the Himalayas and then help On the 14-day itinerary of the Medical deliver supplies and clothes, read with children Trek, the group sets out to remote regions of and interact with teachers. Volunteers do not Nepal to villages where people are in dire need need to have any formal teaching experience or — Sandra Krasa BK of medical attention. In most of these remote certifications before signing up for this trek. The locations, it is a few days’ walk to the nearest program accepts people who are 18 or older with at medical outpost, and even those are seldom staffed least a high school education. with doctors and nurses. TREKT provides a mobile pharmacy The third type of expedition is a 21-day Yoga Trek, which offers that is free for the villagers. what the organization calls an opportunity for an internally and externally transformative experience. Each trip is escorted by a Each expedition is staffed with a Nepali medical doctor, medical fitness trainer and yoga guru, as well as a Tibetan Sherpa, who translator and coordinator, expert guides, and a sidar, or cook. accompany the group to the picturesque Annapurna region of This option is for medical doctors, nurses, medical students Nepal along the Thorong-La pass. who want college credit and experience, or volunteers who are ready to learn and help in any way possible. The hike itself is Each day begins with a morning workout and yoga session, followed by a healthy breakfast and then a full day of hiking rigorous but rewarding, with evenings that are filled with food, through mountain vistas and ancient Himalayan villages. relaxing campfires, and occasionally cultural celebrations of Participants learn healthy eating, tone specific muscle groups, drumming and dancing. and focus on breathing, meditation and yoga techniques. Another excursion the organization offers is the Teaching Trek, which facilitates educational endeavors through fluency An Additional Tier of Philanthropy: Dalit Guides in English, instructs students in subjects such as math and The organization offers an additional bonus through its social studies, and provides hope for a brighter future. Lack adventure treks: It gives hope to people who are subject to an of education in these remote regions often leads uneducated inequitable social class system. Many of the children TREKT children and adults to fall victim to unethical labor practices. Adventures helps are Chepang, an indigenous group often described as the poorest of Nepal’s poor and one of Nepal’s “The overall goal of this trek is to not only ensure that children most marginalized cultures. in remote villages of Nepal are getting the supplies they need to foster learning, but also to ensure their teachers stay connected with other educators and facilitators,” Krasa BK said. “By helping the children and the teachers in these villages, we foster growth and sustainability.”
The volunteers work to help break the stigma of this social classification system. The trek guides are of the Dalit caste, and their employment with TREKT Adventures serves to distinguish them within their community. i4Biz.com | AUGUST 2018 | 59
Social Entrepreneur “Dalits are considered untouchable, and we are trying to reverse that stigma, which is why I took the name BK with my own when I married my husband,” Krasa BK said. “I want to show solidarity.” The Hindu Bishwokarma, or BK caste, dates back generations and is a common last name in Nepal. Her husband, Ramesh BK, co-founder of TREKT Adventures, explains that in his native Nepali tongue, “bishwo” means “world,” and “karma” means “life, cause and effect." “Your participation elevates the life and village status of the guides who work for us,” Krasa BK says. “They return home as proud guides and can say they work for one of Nepal’s top tourism companies.”
Sustainable Entrepreneurship Model
TREKT Adventures is not a traditional 501(c)(3). All profits are rolled back into sustainment, training and administration services, which helps grow various Nepali businesses and tourism. The organization does not regularly accept donations because physical or monetary donations that are transferred to Nepal are often subject to a system of bribery or theft.
Want to Learn More?
For more information, visit www.trekthimalaya.com
“Donations do not foster growth,” Krasa BK said. “In Nepal, the goal should be to create businesses that can scale and provide jobs — that’s growth. We are coming into an age when people want what is known in business as ‘the triple bottom line.’ That means the company provides value for the client, value for employees, and value for the firm. I would add another value — that of social good. And that’s what we’re trying to do.”
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President and CEO
BUSINESS SEEN |
UCF LIFE SCIENCES INCUBATOR GRAND OPENING The University of Central Florida opened its doors to Florida’s burgeoning life sciences community on May 10 with a grand opening celebration at the GuideWell Innovation Center in the heart of Lake Nona Medical City. As the first wet-lab incubator in Central Florida and the second of its kind in the state, the facility will foster collaborative research, strategic partnerships, access to the local talent pipeline and business support.
Tom O'Neil, Ph.D., UCF associate vice president of innovation and commercialization
Victor Torres, state senator, District 15
Tom O'Neil, Ph.D, Jim Gray, Orlando City Commissioner, District One
Elizabeth Dooley, Jim Gray, Victor Torres, Tom O'Neil
Elizabeth Dooley, Ph.D., UCF interim provost, vice provost for teaching and learning, and dean of the College of Undergraduate Studies i4Biz.com | AUGUST 2018 | 61
| BUSINESS SEEN
INSPIRE SCIENCE BREAKFAST Guests started their day among the dinosaurs at the Inspire Science Breakfast, an event May 17 benefiting the Orlando Science Center. Each year the breakfast brings close to 200 community members together, all with the purpose of showing how Orlando Science Center is improving lives within Central Florida.
Capt. J.C. Villa, USN; Dr. Wes Naylor, Capt., USN, Ret.; Orlando Science Center Vice President of Marketing Jeff Stanford; and Inspire Science emcee Orlando Sentinel’s Scott Maxwell
Orlando Science Center President and CEO JoAnn Newman; Dr. Michael Pollack; Dr. Richard Signer
Science presenter Hazel Hogg; volunteer Alma DiGloria
JoAnn Newman
Inspire Science keynote speaker and Orange County Public Schools Superintendent Dr. Barbara Jenkins; Jeff Goltz; Dr. Nasser Hedayat
Steve Nakagawa; Sara Haight; Lisa Winkelbauer
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BUSINESS SEEN |
Scott Hutcherson; Don Nivison; Don Weschler
Tiffany Sanders; Karen Connors
Jeanne Kalil; Danielle Roman; Alma DiGloria
ATHENA
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Learn more at athenaorlando.com
i4Biz.com | AUGUST 2018 | 63
Watercooler
Stuff you didn’t know you wanted to know
132.3
The number of miles
Interstate 4
stretches across the center of Florida.
10 million The increase in visitors to the Orlando metro area in the past five years, roughly the equivalent of the populations of New York City and Philadelphia combined. The total was 72 million in 2017. Source: Visit Orlando
61
The number of miles under construction through the Orlando area as part of the I-4 Ultimate Improvement Project and companion work on both ends called Beyond the Ultimate. Source: Florida Department of Transportation
"
“MY BOSS’S FAVORITE LINE: CASH FLOW IS MORE IMPORTANT THAN YOUR MOM.” - Jim Bowie, site manager at the University of Central Florida Kissimmee incubator
The average number of visitors Orlando hosts each day equals more than the population of Atlanta, which was more than 486,000 in 2017. Source: Visit Orlando
and interim site manager at UCF’s Lake Nona Life Science Business Incubator. Source: Orlando Business Journal
64 If Orlando tourism were a single business, this is where it would rank on the Fortune 500 list — higher than Nike, Facebook and Delta Airlines. Source: Visit Orlando
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“I can just tell you when Mo Bamba left that room, we all looked at each other with our jaws dropped. We could not believe that kid. He's a very impressive young guy. He blew us away in Chicago.” - Magic President of Basketball Operations Jeff Weltman, speaking about a 30-minute interview with Mohamed Bamba, recruited from the University of Texas to be the team’s new center during mid-May’s NBA Draft Combine in Chicago. Source: Orlando Sentinel
“Our region was already in the top three nationally in lacking affordable housing, and then you layer on the people who evacuated here after Hurricane Maria, and it just exploded. It is something unlike anything we’ve ever seen, and the needs are both immediate and long-term.” - Catherine Steck McManus, president and CEO of the Habitat for Humanity of Greater Orlando, in announcing it is expanding to Osceola County.
Source: Orlando Sentinel
8 seconds
The amount of time it took Orange County maintenance technician Brandon Gay to install a water heater to win the annual Maintenance Mania Championship in June in San Diego.
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