EVOLVE Magazine - First Coast Edition - October 2021

F IRS T COAST RE GION

BUSINESS AND ENTREPRENEUR MAGAZINE O CTO B ER 2021 | $6.95

TOURISM AND HOSPITALITY ISSUE

ECOTOURISM: LEARN AS YOU EXPLORE THE NATURAL BEAUTY OF THE FIRST COAST REGION Zach McKenna, owner of St. Augustine Eco Tours

EVOLUTION AND REVOLUTION OF LODGING ON FLORIDA’S FIRST COAST DR. MARY MCLEOD BETHUNE INNOVATOR AND ENTREPRENEUR

WELCOME BACK TOURISM PUTS A BOUNCE BACK INTO FLORIDA’S ECONOMY EXPLORING FIRST COAST CULTURE AND HISTORY

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TABLE OF CONTENTS

EVOLVE Business and Entrepreneur Magazine OCTOBER 2021

In Every Issue 34 The Road Ahead

04 Welcome Back - Tourism Puts a Bounce Back into Florida’s Economy

Being a total event center allowed us to pivot when the pandemic safety protocols limiting capacity came down.” page 16

36 Community Service Means Good Business

16 Exploring First Coast Culture and History

26 Four Lessons from Hogwarts Small-Business Owners

Features 08

PALM COAST REGION

BUSINESS AND ENTREPRENEUR MAGAZINE OC T OB E R 2 0 2 1 | $ 6 . 9 5

TOURISM AND HOSPITALITY ISSUE

EVOLUTION AND REVOLUTION OF LODGING ON FLORIDA’S FIRST COAST

ECOTOURISM: LEARN AS YOU EXPLORE THE NATURAL BEAUTY OF THE FIRST COAST REGION Chris Kelley, owner of Ripple Effect Ecotours

DR. MARY MCLEOD BETHUNE INNOVATOR AND ENTREPRENEUR

This issue of

WELCOME BACK TOURISM PUTS A BOUNCE BACK INTO FLORIDA’S ECONOMY EXPLORING FIRST COAST CULTURE AND HISTORY

is provided courtesy of

On the Cover:

ECOTOURISM 101: Experience the Natural Beauty of the First Coast and Learn Something Along the Way.

03 Meet our Editorial Advisory Board Members

20 Florida Restaurant and Lodging Association - Seal of Commitment

22 Evolution and Revolution of Lodging On Florida’s First Coast

| 2 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

30 Dr. Mary McLeod Bethune Innovator and Entrepreneur

38 Tourism is Vital to Florida

BUSINESS AND ENTREPRENEUR MAGAZINE

EDITORIAL ADVISORY BOARD MEMBERS

EVOLVE Palm Coast Region is published by TouchPoint Innovative Solutions.

FIRST COAST

PUBLISHER & EDITOR Howard Holley

MARKETING AND SALES Jeanne Coates

EVOLVE DIGITAL Aaron London

ART DIRECTOR

GREG BLOSÉ

MARIJO CYZYCKI

Palm Coast Chamber of Commerce

CINDY DALECKI

AdventHealth, Palm Coast

Marketing 2 Go

Leslie Proctor

MANAGING EDITOR Jennifer Gravel

EDITORIAL ADVISORY BOARD MEMBERS

Greg Blosé • Palm Coast Chamber of Commerce MariJo Cyzycki • AdventHealth, Palm Coast Cindy Dalecki • Marketing 2 Go Gina Mangus • Flagler Health+ Sandra Miles • Palm Coast Flagler County Alumnae Chapter of Delta Sigma Theta Sorority, Inc. Sam Ruiz • Putnam County Chamber of Commerce Joseph Roy • Coastal Entrepreneurship & Innovation Institute Joseph Saviak • Dr. Joe Saviak Consulting, Business and Leadership Development

SANDRA MILES

GINA MANGUS

Palm Coast Flagler County Alumnae Chapter of Delta Sigma Theta Sorority, Inc.

Flagler Health+

SAM RUIZ

Putnam County Chamber of Commerce

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TouchPoint Innovative Solutions All rights reserved. No portion of this magazine may be reproduced without the express written consent of the publisher. TouchPoint Innovative Solutions assumes no responsibility for errors or omissions. © 2021 TouchPoint Innovative Solutions. All rights reserved.

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First Coast Region Managing Editor

OCTOBER 2021 | 3 |

Welcome

Tourism Puts a Bounce Ba

by Aaron

F

lorida depends on visitors staying in hotels, eating at

development, and the economy in general, is considerably

restaurants and exploring the many wonders the Sunshine

brighter.

State has to offer. When the Covid-19 pandemic effectively

shut down travel, the tourism industry braced for its biggest challenge ever.

Once-bustling resorts were suddenly empty. Tourism-

Still, most tourism industry officials agree that there is more work to be done.

“The tourism/hospitality sector is still suffering from effects caused by the Covid-19 pandemic,” said Dana Cameron Jones,

dependent businesses along Florida’s beaches and in other

President of the Putnam County Chamber of Commerce. “Most

vacation spots either shut down temporarily, adapted to the

of the challenges today are pandemic-related, i.e., people are not

pandemic or closed for good, while theme parks and attractions

traveling as much, events are slow to restart due to uncertainty,

put operations on hold.

and a lack of employees ready to return to work.”

While all industries took a hit from Covid-19, none suffered more than tourism.

As the world emerges – tentatively and with some fits and starts – into a post-pandemic era, the outlook for tourism

| 4 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

The shortage of employees is being felt in tourist destinations across the North Florida region, said Flagler County Tourism Development Director Amy Lukasik.

Back

ack into Florida’s Economy L ondon “The workforce shortage is a huge concern,” she said. “I

“As demand has recovered, so has the need for a high-

recently read an article that in Myrtle Beach they were very

quality workforce,” said Gil Langley, CEO of the Amelia Island

concerned prior to the summer because the hotels were already

Convention & Visitors Bureau. The issue is exacerbated by the

nearing 100% capacity and they didn’t have enough workers.”

changing demographics in the available workforce pool.

Lukasik said labor issues have raised concerns about service

“Given that Amelia Island’s population average is 50-plus, we

levels and guest expectations as more destinations reopen for

are becoming a retired-resident workforce, which has resulted in

visitors.

significant difficulties in filling jobs in the hospitality industry,”

“There’s a pent-up demand for travel and we continue to ask

Langley said. “A related factor is the inability to recruit foreign

people for a little bit of grace some days,” she said. “That’s the

visa-waiver workers since travel to the United States is only

biggest concern I’m hearing, that’s the focus, the labor shortage.”

allowed from a few non-traditional countries.”

While the impact of the pandemic is a major factor in the

Lukasik in Flagler County said the recovery of the tourism

evolving employment landscape, in some ways the tourism

sector and optimistic projections for future growth have helped

industry is a victim of its own success.

push the overall recovery from the pandemic.

“Florida has been open for a while, so we recovered a lot faster

OCTOBER 2021 | 5 |

than other states,” she said. “Tourism was the first industry to

Young said while state economists estimate tourism will

bring back the economy and communities. Sometimes that gets

not fully recover until 2024, “the progress we have made so far

forgotten.”

represents a remarkable rebound that has us on track to beat those projections.”

The view from above While leisure travel is picking up, a new forecast from the U.S. Travel Association said it will take longer for business travel to return to pre-pandemic levels.

“With vaccinations and infection rates in the United States

One of the reasons for the state’s strong tourism picture is the effort to market Florida to travelers.

“Florida being open and the only state up until very recently doing any advertising to visitors outside its borders, has put us in a very strong position to now capitalize on the pent-up demand

trending favorably, restrictions lowered and traveler confidence

for travel,” Young said. “While border closures, labor shortages,

rebounding, domestic leisure travel is projected to reach 99

and the ever-evolving nature of the pandemic continue to pose

percent of its pre-pandemic peak in 2022 and to grow steadily

challenges, the steps we have taken as an industry have put us in

thereafter,” the report said. That forecast may change given the

the best possible position to overcome them.”

recent appearance of the Delta variant and rising infection rates.

However, business-related travel is not expected to surpass pre-2020 levels until 2024, according to the report.

While business travel is forecast to increase more than 32% this

Open for business Lukasik said one factor that helped Flagler County was the vacation rental piece of the tourism puzzle.

year, it comes after a year when business-related trips were down

“We started showing signs of a very aggressive recovery

nearly 68%. Leisure travel’s more modest 21% increase in 2021 is

faster than even our neighbors to the north and south,” she said,

balanced against a decline of just over 23% the previous year.

referring to the bigger tourism destinations in St. Johns and

As for travel spending, after falling to $55 billion in 2020,

Volusia counties. “And I believe a lot of that had to do with our

vacationers are expected to shell out $671 billion this year for

strong vacation rental property product we have, and because

leisure travel and $718 billion in 2022, according to the travel trade

they are the type of vacation rentals that command a high average

group. Business travel spending is anticipated to reach $116 billion

daily rate. The vacation rental product is the one that carried us.”

this year, after falling to $88 billion in 2020.

When it comes to jobs, the tourism industry is one of the largest employers in Florida.

Statewide nearly 14% of the workforce in the Sunshine State is

According to Lukasik, Flagler’s tourist development tax revenue – also called the bed tax – is up 40% through May compared with the same period last year. While the pandemic shutdown in 2020 skews those numbers, when compared to

in the tourism and hospitality sector. For many of the counties in

the same period in 2019 county bed tax collections are up a still

the North Central Florida region that number is even higher.

healthy 14.2%.

Just over 19% of Flagler’s workforce is in tourism-related positions while nearly 21% of all private jobs in St. Johns County are in the tourism sector. Nassau County tops the list with almost a quarter of all private-sector jobs related to hospitality and tourism. For Putnam County the number is a bit lower at just under 13% but still a sizeable portion of the total workforce.

Tourism industry jobs also make up a significant portion of the workforce in Baker and Clay counties at 11.6% and 16.3% respectively.

From a statewide perspective, things are improving as well, according to Dana Young, President and CEO of VISIT FLORIDA. “Florida is outperforming the national average in all key performance indicators, including hotel demand, traveler spending and domestic air capacity, which is up over 15% from 2019,” she said. “We are confident that second-quarter visitation estimates will show further positive growth when they’re released in the coming weeks.”

| 6 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

The same thing is happening in Putnam County, Jones said.

“Fortunately, large projects at local industries have helped increase occupancy rates and created additional customers for restaurants and other hospitality-related businesses,” she said. “Prepandemic tourism was rapidly increasing in both number of visitors and events. Now that things have opened up, our hotels, other accommodations providers and restaurants are doing better.”

Things are also picking up in Nassau County, according to Langley.

“Recovery has been faster than expected in both the leisure market and the meeting business at our destination resorts,” he said. “High demand at lodging facilities has resulted in record average rates while the shortage in the workforce has put upward pressure on labor costs, creating more discretionary income, which has a positive impact on the county’s overall economy.”

Looking to sustain the positive momentum, some of the

tourism agencies are gearing up their marketing efforts to meet the growing demand for travel.

“Now is a perfect time to market our county as an outdoor

While the past 18 months have been difficult for the tourism industry, Visit Florida’s Young said the resilience of the state’s tourism industry – which faces the threat of hurricanes and

recreational paradise as people are changing how and where

wildfires and other natural disasters – provides a strong

they choose to go on vacations and weekend getaways,” Jones

foundation for the future.

said. “We began an outdoor-focused campaign that speaks to safe activities and social distancing.”

Jones said her organization has also done some national

“Though the Covid-19 pandemic is the biggest crisis we have ever faced, Florida tourism is no stranger to crisis,” she said.

“From hurricanes to oil spills to terrorist attacks we have seen it

television advertising with several digital campaigns targeted to

all and it has only made us stronger. The resiliency of Florida’s

specific markets and has a new program coming out in the next

tourism marketers is what fuels our ability to adapt and evolve,

month or so to enhance efforts to attract visitors.

so we can continue delivering amazing vacation experiences, no

In Nassau County, the marketing efforts have “stayed the

matter what.”

course” Langley said, focusing on programs that have worked in the past to encourage high-value customers that typically stay longer and spend more money.

“We have curtailed efforts targeting short-term drive markets and re-energized fly markets from the Midwest and Northeast which provide a higher-yield visitor,” he said. “With restrictions anticipated to be lifted shortly from Canada and the United

Aaron London is managing editor of Evolve Digital.

Kingdom, we will begin promotions there in the near future.”

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| 8 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

ECOTOURISM 101 Experience the Natural Beauty of the First Coast and Learn Something Along the Way.

by David Rivera, Jr., PhD

get in the family car, head toward the highway, and make

F

vacation option, the trip down the interstate to Florida offered a

their way to Florida for an unforgettable fun family vacation.

much different type of vacation destination. Vacation destinations

or years individual families would gather their belongings,

With ecotourism now on the mind of so many families as a fun

Children would constantly ask their parents along the way, “are we

such as St. Augustine and Palm Coast were now being populated

there yet?!” Most likely, these families were heading toward one of

by tourists looking for the enriching experience of ecotourism since

the traditional theme parks associated with summer family fun in

many of the traditional tourism attractions were closed.

Florida! That picture changed drastically in March of 2020 when theme parks and other attractions in Florida were forced to shut down due to a global pandemic.

Join me as I head south on I-95 and discuss unique ecotourism destinations in northeast Florida.

Our first stop on our ecotourism adventure after entering the

With theme parks and other entertainment venues shutting

great state of Florida is St. Augustine, located in St. John’s County.

down for weeks, and in some cases months, many families were left

St. Augustine, known as the nation’s oldest city, offers a beautiful,

wondering what they could do to pass the time and have some family

picturesque view of the world-renowned Historic Coast. When

vacation fun. The answer to that question was, ECOTOURISM!

visiting St. Augustine, many visitors may not even realize that they

What is ECOTOURISM, you ask? Well, according to The

are close to such a variety of ecotourism attractions and activities.

International Ecotourism Society (TIES), ecotourism is often defined

One would be hard-pressed to find an ecotourism attraction more

as responsible travel to natural areas that conserves the environment,

impactful to the St. Augustine area than the St. Augustine Eco Tours.

sustains the well-being of the local people and involves interpretation and education.

St. Augustine Eco Tours is locally owned and operated by Captain Zach McKenna, a Flagler College alumnus. St. Augustine Eco Tours

OCTOBER 2021 | 9 |

is a perfect example of an ecotourism attraction, as it infuses a portion of its profits right back into the local community to aid local marine wildlife through conservation, research, rescue and education programs. This ecotourism attraction is truly an ecotourist dream, as the staff receives hundreds of hours of training and hands-on experiences in order to provide a oncein-a-lifetime experience while maintaining the integrity of the local ecosystem.

St. Augustine Eco Tour’s is also actively contributing to federally permitted, non-invasive scientific study of the longterm health of the local Bottlenose Dolphin population. Flagler college joined this research initiative in 2011, giving science majors the opportunity of a lifetime to study wild dolphins in their backyard.

The next stop on our ecotourism adventure is Palm Coast, located in Flagler County. The Palm Coast Parks and Recreation Department oversees 13 parks and recreational amenities, as well as over a hundred miles of trails. Kim Brown, Recreation Supervisor of Marketing

Kim Brown

said, “As a department, one of the pillars in our mission is the environment.” Ecotourism offers a way to connect recreation to the environment. By offering programming and events that focus on the natural ecology of the area, residents and visitors alike can get outside and enjoy nature. Palm Coast creates educational opportunities about conservation and stewardship. The idea is that if the Palm Coast Parks and Recreational Department can encourage just one participant to fall in love with kayaking, they may be much more likely to want to help protect the waterways, marshes and mangroves.

Amy Lukasik, Tourism Development Director of Palm Coast and the Flagler Beaches, described Flagler County as an eco-tourism destination for folks looking to get away from it all with its 19 miles of beaches, natural parks and pristine waterways. Having these natural resources in combination with a low-density population,

Amy Lukasik

Flagler County is a magnet to visitors looking for a safe and uncrowded environment. Lukasik also added that once travel restrictions related to Covid-19 were lifted, Flagler County’s ecotourism was able to bounce back relatively quickly in comparison to their neighbors to the north and south. The ecotourism in the Flagler County area also helped hotels, vacation rentals and restaurants break sales records and

| 10 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

ecotourism offers a great alternative to some of the traditional

business boom like never before.

To sum up Flagler County’s ecotourism opportunities, one

tourism attractions available in the state of Florida. The pandemic

would be hard pressed to find such a similar comparison in the

has had a dual effect on recreational amenities. While indoor

state of Florida. One example would be the county’s 45,000 acres of

recreation has been challenging to reinstitute, outdoor ecotourism

unfragmented, continuous coastal wetlands.

amenities have become more popular than ever. Ecotourism

Chris Kelley, owner of Ripple Effect Ecotours, describes Flagler

destinations have been able to quickly utilize their resources to

County as having “one of the most pristine coastal habitats and

safely open. Kim Brown commented that greenspaces, trails and

some of the broadest natural resource conservation you’ll find

socially distanced sports have been able to support the physical

anywhere in coastal Florida.” Guided kayak tours, set out from

and mental health of visitors while providing them with vital

Marineland Marina and cross the Matanzas River until they reach a

community services.

lagoon that’s seven miles wide and a foot deep. That lagoon habitat hasn’t changed much in the last 10,000 years. The area is one of the “last fully functioning ecosystems that you’ll find anywhere in Florida. Kelley also states that “one of the most remote, quietest, pristine hyper fertile estuaries that you’ll find in the country is here in Flagler County.”

David Rivera, Jr., PhD is the Director of Hospitality & Tourism and Chair of Business Administration Dept. at Flagler College.

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The Flagler Auditorium

Exploring First Coast Culture and History

by Jennifer Morrell The First Coast region of Florida offers much more than opulent beach views and majestic palm trees. The area also boasts a rich

best performing arts in the region.

For history buffs, the Flagler Beach Historical Museum features

history and a wide variety of cultural experiences perfect for

a wide range of collections, artifacts and images. You’ll learn about

visitors and residents alike.

mastodons and mammoths, shipwrecked French sailors, Charles

Flagler County and Palm Coast

Lindbergh and the founding families of “Ocean City.”

St. Johns County and St. Augustine

While beautiful Flagler Beach and its numerous restaurants and bars are an obvious draw, Flagler County’s majestic network

St. Johns County offers residents and visitors a diverse array

of preserves, aptly named Princess Place Preserve, are a jewel that

of historical structures, culturally significant food, live music and

should not be overlooked.

visual art.

Established by the Spanish explorer, Don Pedro Menéndez

Located at the confluence of Pellicer Creek, Moody Creek and

de Avilés, in 1565, beautiful St. Augustine is the oldest city in the

the Matanzas River, the preserve’s history is rich and storied and

United States. Known for its Spanish architectural style, the city is

includes a princess, orange groves and Florida’s first in-ground pool

truly something to behold.

where the “rich and royal frolicked.”

The Flagler Auditorium and Flagler Playhouse are two cultural attractions that are also not to be missed, showcasing some of the

| 16 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

While in St. Augustine, consider visiting the Ancient City Poets, a group that Chris Bodor, founding member and coordinator, describes as a “loosely knit patchwork of poets” who gather on

Museum. The Oldest House Museum is a complex that offers guided tours every half hour. Expect to see an authentic colonial kitchen and ornamental garden and museum, while receiving an overview of the culture and history of St. Augustine.

For a truly unique “Old Florida” experience, visit Genung’s Fish Camp located in Crescent Beach. A destination for Floridians since 1948, Genung’s offers a fully stocked bait and tackle shop for anglers. Owner-operators Adam and Janine Morley both St. Augustine natives, have updated the traditional experience adding a fleet of kayaks and paddle boards for rent and space to host public and private events on the lawn along the Matanzas River.

Fish camps are a coastal tradition dating back to the early 20th century when entrepreneurs noticed farmers and factory Chris Bodor with students at Trinity Early Learning Center - Read a Child a Poem Day - at the Ancient City Poets

workers, often with their families, fishing along the banks of waterways. It didn’t take long for shacks to appear where, for a small fee, you could clean and sometimes even cook your fish. From

the last Sunday of each month at the Dondanville Road location of

the Great Depression up until the development of bigger family

the Kookaburra Coffee Shop. “Poets and poetry lovers have been

attractions in the 1970s, fish camps grew to be a coastal tradition

gathering monthly since August of 2009,” Bodor says.

with coastal property owners and entrepreneurs offering fishing

If a leisurely drive is more to your liking, consider a trip along the A1A Scenic and Historic Coast Byway. The Byway runs from the northern border of St. Johns County, south through Flagler

gear and boats for rent and simple cottages for inexpensive family stays.

Perfectly suited for family fun outdoors, local traffic and visits

County and is one of only two “All American Roads” in Florida, designated as such by the U.S. Department of Transportation for its incredible oceanside views and stunning scenery.

Other notable St. Johns’ attractions include the Fort Matanzas National Monument, the St. Augustine Lighthouse, Lightner Museum and The Oldest House

Above: Fort Mantazas National Monument, a stronghold constructed to protect Matanzas inlet which leads the way to the south entrance of St. Augustine Left: The spiral staircase inside the historic St. Augustine Lighthouse, which opened in 1874 on Lighthouse Avenue in St. Augustine, Florida

OCTOBER 2021 | 17 |

is an area of rich history and colorful traditions. Many of the county’s current residents are direct descendants of the pioneering families that settled here in the 1800s.

Take a walk back in time and explore the 20 mini heritage museums to view a unique collection of artifacts and community history showcasing the lives and traditions of past residents of the county.

Clay County Genung’s Fish Camp is an “Old Florida” style bait and tackle shop with a small marina, paddle sport rentals, and special event venue

One of Florida’s fastest-growing

from surrounding counties has been booming at Genung’s. During

counties, Clay County is best known for its events, many of which

the height of the pandemic their regular weekly visitors started

take place at the Thrasher-Horne Center. Located on the Orange Park

coming two to three times each week and visits from surrounding

campus of St. Johns River State College, the Center is the first major

county residents blossomed. “Fishing is the original social

cultural arts and event venue facility in the area.

distancing activity, after all, and being outdoors with your family felt safe,’’ said Adam Morley.

The Center presents the best of professional music, theatre, dance and meeting spaces. It includes a 1,725-seat Main Stage Theater, offering large-scale entertainment and a 6,260-square-foot, full-service

Putnam County

Conference Center. Thrasher-Horne is also home to a studio theater, two visual arts galleries, a full dance

Putnam County is home to a variety of historical attractions. The Royal Indian Temple Mound was once a Timucuan Indian Temple and is the largest sand mound in Florida. Another unique attraction, the David Browning Railroad Museum contains documents,

studio, a scene shop and modern dressing rooms with full artist amenities.

According to Bob Olson, Executive Director, “Being a total event center allowed us to pivot

photographs, maps, signs and other items donated or loaned by the public and is part of the Palatka Railroad Depot.

Built in 1926, the Welaka National Fish Hatchery is a warm-water hatchery where 4.5 to 5 million fish are raised annually. It features 41 ponds operated at two locations: the Welaka Unit and the Beecher Unit.

Baker County Several attractions that shouldn’t be missed when visiting Baker County include St. Mary’s Shoals Park, John M. Bethea State Forest and Heritage Park Village. Heritage Park Village was established in 1883 in northeast Florida and

Thrasher-Horne Center in Clay County

| 18 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Bob Olson

when the pandemic safety protocols limiting capacity came down.”

The size and variety of space options allowed them to host a wide range of performances from communities seeking alternatives to their smaller spaces. He first credits his incredible team who stepped up when he told them, “We are only limited by our creativity.”

Olson also credits the loyal patrons and community who stuck with Thrasher-Horne Center, embracing new and unlikely events like the ever-popular corn hole tournament.

Together, the counties of the First Coast Region of Florida offer a robust and diverse range of cultural activities against the backdrop of beautiful beaches, waterways and historic scenery. Countless options suiting the tastes of every visitor are offered in this magnificent and exciting area of Florida.

Thrasher-Horne Center’s Lee Adams Florida Artists Gallery which showcases local Florida artists in a variety of artistic mediums

Jennifer Morrell is an Atlanta-based writer and editor with more than 25 years of experience in digital and print journalism.

OCTOBER 2021 | 19 |

Florida Restaurant and Lodging Association

Seal of Commitment FRLA’s highest designation for hospitality safety and sanitation standards, Seal of Commitment is a promise that your restaurant or hotel meets safety and sanitation standards as designated by FRLA. Awarded establishments have invested resources to ensure that the location, staff and guests remain safe and healthy. In a post COVID-19 atmosphere, when guests see an FRLA Seal of Commitment decal on an establishment’s door, they have confidence the business is sanitary and safe and that staff are well trained.

Northeast Florida Seal of Commitment Designees Seaside Amelia Inn, Amelia Island

River Park Inn, Green Cove Springs

The Addison on Amelia Island, Amelia Island

Ronnie’s Wings, Green Cove Springs

The Ritz Carlton Amelia Island, Amelia Island

Don Juan’s Restaurant, Jacksonville

One Ocean Resort & Spa, Atlantic Beach

House of Leaf & Bean, Jacksonville

Amelia Hotel At The Beach, Fernandina Beach

Farmhouse Chicken & Donuts, Middleburg

Beachside Motel, Fernandina Beach

Hampton Inn and Suites, Middleburg

Blue Heron Inn, Fernandina Beach

Grumpy’s Restaurant, Middleburg

Cafe Karibo, Fernandina Beach

Club Continental River Suites, Orange Park

Hampton Inn, Fernandina Beach

Fairfield Inn and Suites, Orange Park

Hoyt House Bed & Breakfast, Fernandina Beach

Holiday Inn, Orange Park

Omni Amelia Island Resort, Fernandina Beach

Grumpy’s Restaurant, Orange Park

Salt Life Food Shack, Fernandina Beach

Days Inn by Wyndham, Orange Park

Mocama Brewing Company, Fernandina Beach

Sawgrass Marriott, Ponte Vedra

Hampton Inn & Suites, Fernandina Beach

Columbia Restaurant St. Augustine, St. Augustine

Amelia Island Historic Tours, Fernandina Beach

Kenwood Inn, St. Augustine

Holiday Inn Express, Fleming Island

Victorian House Bed & Breakfast, St. Augustine

To qualify for the FRLA Seal of Commitment, businesses must meet the following criteria: h All managers have a current food manager certificate h All employees have a current food handler certificate h All employees complete an FRLA COVID-19 Sanitation & Safety Course h Establishments meet specific sanitation standards

| 20 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

you belong

HERE

Why Choose Daytona State?

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More than 100 programs to choose from 1, 2, and 4-year programs including Nursing, Accounting, Engineering, and more!

Nationally recognized degrees including 12 bachelor’s degrees Half the cost of state univerity tuition

One look at Daytona State and you’ll see why...you belong here!

Student Residence Hall Opening Fall 2022

DaytonaState.edu/Housing

The Island Cottage Oceanfront Inn, Flagler Beach

Evolution and Revolution of Lo

by Danielle As society has adapted to what most would call a reorientation

“Thanks to the 2020 investment in the Visitors and Convention

as a result of the global pandemic, members of the hospitality and

Bureau by the St. Johns County Commission, we were able to

tourism industries have taken notice. With COVID as a catalyst,

communicate the features of our destination that travelers wanted

people are adopting a carpe diem mindset, richly savoring each life

during the pandemic. As prospective visitors gained confidence in

experience, and rediscovering their passions, in many cases through

the safety of travel, our destination was top of mind since many of

travel.

our competitors had stopped advertising,” said Richard Goldman,

At the ready, restaurants, attractions and lodging partners are adapting themselves to meet these new expectations.

The first few months of 2020 presented grave challenges for the

President & CEO of St. Augustine, Ponte Vedra & The Beaches Visitors and Convention Bureau.

The successful campaign showcasing assets

hospitality and tourism industries as the pandemic swept the globe.

across northeast Florida, and the readily available

As the economic engine of tourism began to restart, destinations like

inventory of vacation rental properties, created the

northeast Florida were ahead of the curve through careful preparation.

near-perfect scenario for a resilient economic return.

| 22 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Richard Goldman

The Ritz-Carlton, Amelia Island

Hammock Beach Resort, Palm Coast

dging On Florida’s First Coast Anderson “Based on our weekly monitoring of traveler sentiment starting on March 22, 2020, we were able to modify our messaging to communicate our features that satisfied their needs and stimulate strong demand….even during the summer of 2020,” said Goldman.

Hoteliers: Diamonds to Darlings, The Lodging Sector Adapts As a USA Today ‘10 Best Waterfront Hotels’ recipient from 2016-2021 and a AAA Five Diamond Awarded property, The Ritz-

“We also shared the information we learned about traveler

Carlton on Amelia Island, was already a jewel. Evolving to become

sentiments and expectations with our tourism stakeholders and we

a haven of creativity, staff set about enhancing the visitor experience

advocated with them to adopt and communicate to their guests the

during a time when travel itself and breathing space had become

actions properties were taking to make visitors’ experiences safe as

commodities.

well as fun.”

These steps included mask wearing by staff, reduced capacities

“The pandemic has altered our luxury guests’ needs. They look to escape to our secluded barrier island and once they are here

and lower density, important and consistent factors visitors wanted

they seek unique experiences that give them personal space. We’ve

to see to feel safe in 2020 and early 2021, according to Goldman.

expanded our offerings that are more one-on-one; such as personal

OCTOBER 2021 | 23 |

Delfinos Italian Chophouse in Hammock Beach Golf Resort and Spa. The designs and features depicted by artists computer renderings are subject to change.

wellness, beach ecology field trips for students,

The diverse experiences and attention to detail have had a

White Oak Conservation experience or fishing

noted impact on the tourism industry, building confidence among

with a chef for your personal dinner,” says Greg

travelers and the summer of 2021 was the year of the road trip.

Cook, General Manager of The Ritz-Carlton, Greg Cook

Leaving behind Los Angeles, California, and taking ownership of The Island Cottage Oceanfront

Amelia Island.

Along with the desire to enthrall guests is

Inn mid-August 2021, new hotelier Mica Campbell

an understanding among those in the hospitality industry that

is looking forward to seeing the upward trend

cleanliness is next to godliness, and tourism partners were careful to

in visitation continue for the TripAdvisor 2021

articulate the measures taken to ensure the safety of their visitors.

Traveler’s Choice Award winning property in

Mica Campbell

Flagler Beach.

Kerry Mitruska, Director of Sales and Marketing

“I know that the sellers for them, it’s been quite busy the last

for the Hammock Beach Resort in Palm Coast says the beachfront golf resort and spa, like many luxury

few months. It has really picked up,” she said, while welcoming

properties, strives to exceed standards daily for

guests to the boutique bed and breakfast.

their guests.

“The health and safety of our guests and

Kerry Mitruska

“What I’ve noticed in the last two weeks, it’s drivers,” she said.

“Relatively local from Orlando, Jacksonville and as far away as

associates remains a top priority. Since the beginning, we have

Georgia, but they did drive. I think we’ve got someone coming from

diligently followed the CDC guidelines along with those from local

California next week.”

and state health authorities when it comes to operating in this new environment, and we will continue to do so,” said Mitruska.

As visitors resume and expand their travel patterns, visibility plays a key role in assuaging concerns.

“Cleanliness has always been important to us. What may have been a function largely performed out of view of our guests in

It’s those road trip explorers who were also among the first to keep the industry thriving throughout the pandemic as they searched for places less crowded, with more wide open spaces.

Airbnb proprietors like Jamie Kretsinger were ready to accommodate visitors, one get away at a time.

“With the wonderful climate and natural charm of our area, we

the past - cleaning, sanitizing and disinfecting - is now done more

have always strived to make outdoor spaces an integral part of the

frequently and oftentimes within view of our guests,” he shared.

experience at one of our properties,” he said

| 24 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

“With the recent events, we believe that our guests are enjoying those spaces more – whether that means spending a few hours on a second story deck overlooking one of our Victorian neighborhoods,

to our stakeholders’ needs during hurricanes to positively react to the COVID-19 pandemic,” said Goldman.

“The key lesson was to frequently and directly communicate with

or taking the beach wagon and umbrella out for the day. We want

visitors, tourism businesses and residents. We know how resilient the

the feeling of the hospitality we provide to extend beyond the

tourism industry is on Florida’s Historic Coast and how attractive our

interiors of our listings,” said Kretsinger.

destination is to visitors, so we believe the worst is behind us and that

Leading St. Johns County’s VCB, tourism expert Richard

travelers and meeting planners will find a “new normal” in the coming

Goldman said the agility of the hospitality and tourism industries

years. Tourism will continue to be a key economic driver for Florida’s

has paid off in St. Johns County, citing the numbers. Traditional

Historic Coast and all of northeast Florida.”

lodging in July 2021 saw a 78.6% occupancy rate, up 62.1% over last year and +8.0% over 2019; 63.3%, for +21.3% fiscal year to date.

Vacation rentals in July 2021 saw an occupancy rate of 63.8%, up by +15.9% over last year and +27.3% over 2019; 47.7%, for +25.6% fiscal year to date.

“At the St. Augustine, Ponte Vedra & The Beaches Visitors and Convention Bureau, we leveraged the lessons we learned responding

Danielle Anderson has worked in the public relations and media industry for a decade.

She started her career as a reporter for Flagler Broadcasting where she discovered her passion for telling the stories of communities in Florida.

OCTOBER 2021 | 25 |

FOUR LESSONS FROM HOGWARTS SMALL-BUSINESS OWNERS

by Ky Ekinci

F

or one reason or another, I never got into Harry Potter back

in the 90s and early 2000s when the books and movies were huge. That is, not until HBO Max added the series during

the Summer of 2021 and I binge-watched all eight movies over the course of a week.

As I watched each and every movie in the series, I started

making some observations and drawing parallels to the small business world.

Here are 4 of these parallels:

1

Don’t just hope for success - put the work in.

Harry Potter’s success as a wizard was not an overnight

achievement. It took years of hard work, perseverance and seeking help from others before he became successful in accomplishing the

| 26 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

big goal of defeating Voldemort (oops, maybe I should not have said his name).

Though Harry was given some of Voldemort’s power back

when he was a baby, he was only able to defeat Voldemort in the

end because he had learned and practiced the necessary skills. He

went to class, learned the spells, practiced when he could and came out on top in the end. Had he not had the diligence to prepare, he may not have been the victor.

His natural talent for wizardry was high but his progress was

slow. Like in anything, mastery takes years.

If you’ve read Malcolm Gladwell’s best-selling book “Outliers,”

you are probably familiar with the concept of the 10,000 hours rule.

Gladwell claims that it takes 10,000 hours of intensive practice to achieve mastery of complex skills and materials. Many are not

willing to dedicate the time it takes to achieve mastery, but those

vendors, make sure they understand your business, can repeat what

Success doesn’t come easily in any field, especially not in

helps you grow in areas where you may not be as knowledgeable or

who do enjoy great rewards as a result.

business, but the rewards of working hard are great: knowledge, experience, a sense of purpose and community impact.

Business is a marathon. To win at the end you need both

endurance and speed. Those come as a result of two different types of putting the work in. And if you, like Harry, are willing to give

the necessary time and effort to learning, growing, practicing and participating you will reap these benefits in business and in life.

2

Understand that failure is a prerequisite for success.

Let’s hop out of the fantasy life of Harry Potter and into the real

life of the Harry Potter author, J.K. Rowling. You may not know

but she was a struggling single mother when she wrote the famous series.

Believe it or not, she was rejected by a dozen publishers before

someone took a chance on the soon-to-be-famous books.

How easy would it have been for her to give up? After all, she

had a daughter to take care of! But she had big dreams that she was not ready to let go of. Because she didn’t give up, she is now one of the most successful authors in the world.

Little failures can result in big success. Remember the famous

Thomas Edison quote on how he kept himself motivated in his endeavor to invent the lightbulb?

“I have not failed. I’ve just found 10,000 ways that won’t

work.”

Failure is a part of any business as well; however, don’t dwell

on your mistakes. Just learn from them and apply your lessons

accordingly. Consider them as a steppingstone or something you must overcome before you reach success.

3

Have a team.

There is only one Harry Potter, the chosen one; but he did not

do it alone. He understood that he could not fight the fight alone.

It takes a team. In his case it took a village; he had helpers, doers, mentors, teachers and subject matter experts surrounding him.

Harry Potter sought and accepted help; he welcomed help.

Harry knew he couldn’t do it all on his own, and that’s why he recruited the help of friends.

Plus, Harry had a strong core-team who showed a complete

alignment towards outcomes, great care for each other and had complementary skill sets. Harry knew they needed to work

together, not just for themselves but also for a cause bigger than any one of them could handle on their own.

you do and even refer business to you. A diverse group of thinkers skilled.

4

Unlock what is already inside you.

Harry Potter was a wizard from birth but did not know until

his 11th birthday when Hagrid showed up to his house to take him school shopping for Hogwarts.

Harry had to be told of the power he had inside of him in order

to know how to pursue who he was created to be.

In the business world, this is often true. Though a big, hairy man

does not show up to our houses and tell us of the skills we have,

we have to discover them in order to grow them and use them. This can be through a few different avenues: someone close having that

conversation with us, trial-and-error or even through finding where our passions lie. Figure out what skills you already have and focus on improving those instead of putting so much attention on the areas you lack.

You will learn to perfect those

skills and you will see tremendous

growth in your business as a result.

In the same way that you notice

these qualities in yourself, seek to

notice them in employees and future employees. See the potential. Learn how to lead them to growth and

improvement. Only then will you

get to see the results for which you

Office Divvy provides teams to over two dozen clients.

Make sure to check out Office Divvy’s “Your Team” offerings at OfficeDivvy. com/Your-Team and see how we can help your business with operational solutions.

hoped.

Binge-watching the Harry Potter series all at once provided a

view into his entire journey. J.K. Rowling takes us from his start, to

what and who helped him and what gets in his way and ultimately to what makes him happy and successful.

It is not always easy to see ourselves in the context of the entire

journey. It was nice to be reminded that the magic may be in not giving up and believing that your ideas and abilities can make a difference.

For a more in-depth version of this article and others, visit

OfficeDivvy.com/Blue-Eye.

Credits: Big thanks to my helpers and collaborators for this article:

Sarah Yingling, Michelle Taing, Deborah Wotursky.

In business, it is hard to assemble a team. It is hard to manage a

team. It is hard to financially afford a competent team. But having your team of helpers and experts is vital for the success of your business.

Consider your external team members (such as your

Bookkeeper, CPA, Tax Preparer, Attorney, Marketing Consultant)

among your team. Choose wisely. Even when it comes to choosing

Ky Ekinci is the Co-Founder and Managing Partner of Office Divvy. He is an entrepreneur, a trusted advisor, a world traveler, a Coworking advocate, and an appreciator of fine cigars.

OCTOBER 2021 | 27 |

C

LIVE, WORK, PLAY Con Bringing the PLAY side t

ities across America have them, and they’re so well-known, they’re destinations unto themselves.

From The Magnificent Mile in Chicago to Rodeo Drive in

Los Angeles to Times Square in New York City, they’re places people want to be and be seen. Even locally, it’s Ormond’s Historic Arts District on Granada Boulevard and St. George Street in St. Augustine that are among the area’s notable destinations.

At the heart of each of these destinations, whether it’s a

building, tower, theater or bridge, there is one iconic location

that serves as the anchor around which all others orbit. With an

exquisitely modern architectural design, the clean, crisp lines of the retail, restaurant and office space in the Town Center Development will make it the cornerstone of Town Center’s Entertainment District.

Strategically located within the City of Palm Coast’s Innovation

District, the Entertainment District is part of the designated

Opportunity Zone, where Kickstart Innovation District incentives, in place through December 31, 2021, have helped to stimulate the desired economic development as identified by the city’s ‘live, work, play’ vision for Town Center.

With more than a thousand families slated to call the district

home within the next two years and the creation of a variety of

| 28 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

by Danielle Anderson

residential developments either completed or currently underway,

the area is primed for groundbreaking retail, restaurant, and office/ business opportunities.

The Entertainment District parcel design allows for Phase I,

II and III to develop in a way that complements the community’s

steady growth by offering local business owners and entrepreneurs an opportunity to become investors in their own community.

“People want to buy and own. You can buy a 20 x 55 square ft.

building [and] get your construction loan going to own it. You own wall to wall, alley to alley, lot line to lot line with your neighbor,” said Walker Douglas, broker associate for Douglas Property & Development.

“What that does is that it keeps money in Palm Coast. Instead of

paying rent to Wall Street, your investment stays right here and you control your own destiny.”

Envisioning what is and what can be Town Center

Entertainment District plans incorporates feedback from

Flagler County’s next gen population into the design features to complement the mix of office, business, retail, and dining.

Featured prominently at the four corners of City Place and

Central Avenue, a centralized leisure and entertainment space offers visitors and residents a place to meet, relax or gather.

Dynamically designed floorplans

cept: o life! allow tenants to maximize the vision for their business, as well, creating what Douglas

anticipates will be a synergistic ecosystem within the Business and Entertainment District.

Designing what it means to live, work and

play in Town Center, it’s everything you need, in one place.

“With Toll Brothers, Patayas Homes, three

apartment communities, and [a] family under contract, we’ve taken care of the live side,” said Douglas. “We’re talking about the play side. That’s the restaurants [and] the arts. The work side, to me, is

[asking] the next generation what they want. That’s the other third of what goes on in the Entertainment District. The office component is

going to be thinking about what these students [the next generation] want for careers and the market will fill that need right there.”

OCTOBER 2021 | 29 |

DR. MARY Innovator

Dr. Mary McLeod Bethune and First Lady Eleanor Roosevelt, right

Dr. Mary McLeod Bethune

D

r. Mary McLeod Bethune was never one to shy away

success for others but also ensured fiscal security for her and her

from a challenge. As an African American woman

family.

living at the turn of the 19th century, Dr. Bethune

And like the other aspects of her life, Dr. Bethune’s

faced a tremendous amount of adversity and setbacks, which

entrepreneurial spirit centered on improving the lives of those

she met with a fierce entrepreneurial spirit and a knack for

in Black communities. In addition to establishing businesses to

innovative thought. To this day, her legacy resonates throughout

serve the people, she also invested in businesses. Here is a look

the Daytona Beach area.

at some of her more lucrative efforts.

“The spiritual and educational creed expressed in Dr. Bethune’s life and in her ‘Last Will and Testament,’ reflect the core ideas that guide Daytona Beach,” said Mayor Derrick

Insurance Business Dr. Bethune played a notable role in the insurance

Henry. “Her legacy challenges us to live out our values both

business in North Central and Central Florida. Noting the

individually and collectively. She serves as the moral compass

lack of insurance companies catering specifically to the Black

that binds us together and inspires us to reach for our destiny.”

community, Dr. Bethune lent her support to two companies,

Although Dr. Bethune is best known as an educator, public figure in government, and Black women’s club activist, she

according to historical accounts.

Dr. Bethune held capital stock in the Afro-American Life

was also a successful businesswoman, who made a substantial

Insurance Company of Jacksonville and is noted as a co-

impact on the economic success of early Daytona Beach. Her

founder of the Central Life Insurance Company of Tampa.

personal and financial investments not only laid a foundation of

Her association with Central Life Insurance began in 1923,

| 30 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

MCLEOD BETHUNE and Entrepreneur

by Bethune-Cookman University staff Photos courtesy of Bethune-Cookman University Archives

when 13 men, led by Tampa realtor and mortician Garfield D.

a 2.5 mile strip of land in New Smyrna Beach, 23 miles south

Rodgers, offered Dr. Bethune the opportunity to join them in the

of Daytona, for $200,000. She and Mr. Engram envisioned a

insurance business.

resort town where African Americans could gather in peace

This opportunity proved most lucrative for Dr. Bethune.

Using the extra earnings from selling insurance, Dr. Bethune was able to pay off the mortgage on the “Homestead,” the estate

and enjoy the surf and sun, all the while experiencing economic empowerment as property owners.

The beach was incorporated as Bethune-Volusia Beach, with

in which she was born and raised in Mayesville, SC and buy a

Dr. Bethune serving as its first president. Shortly thereafter, the

modern home for her parents.

land was subdivided into 800 properties and sold to African Americans who wanted to live beachside.

Bethune Beach

In 1951, Welricha Hotel, in which Dr. Bethune held partial

As mentioned earlier, Dr. Bethune was an activist who

interest, was opened to accommodate vacationers and provide

advocated for the civil and personal rights of people of color.

recreational facilities to African American residents. Advertised

While she made her voice heard on a national level on many

as “a playground controlled exclusively by our race,” the

occasions, in the early 1940s, she took on a local cause – the lack

property offered a resort-style setting where Blacks could enjoy

of access to Daytona’s public beaches for people of color.

“recreation and relaxation without humiliation.”

Although beaches had been open to all races during Daytona

Dr. Bethune visited the motel frequently with her family.

Beach’s founding years, by the 1940s, a series of Jim Crow laws

After spending a July 4th holiday at the motel, she wrote, “On

banned African Americans from most of Florida’s beaches

the Fourth of July, we sat here in this beautiful beach motel,

where whites could go.

which we have called ‘Welricha,’ facing the waters of the great

In 1943, working with a group of wealthy African American investors, including George Engram, Sr., owner of Engram Electric, the Bethune-Cookman University founder purchased

Atlantic Ocean on the one side and the north arm of the Indian River on the other.”

Bethune-Volusia Beach became a popular beach destination

Dr. Mary McLeod Bethune after she received an honorary doctorate degree from Rollins College president Hamilton Holt

OCTOBER 2021 | 31 |

for African-American families, annually drawing thousands of visitors from all over the country and remained so until segregation ended in the 1960s.

Today, lots that sold for as little as $590 in 1947 are now filled with multi-million-dollar homes.

Investments in others Throughout her life, Dr. Bethune saw promise in a myriad of Black business owners and invested in their endeavors accordingly. Among these entrepreneurs was Sarah Breedlove, better known as Madame C. J. Walker, who, like Dr. Bethune, was born to previously enslaved sharecroppers. Madame Walker is credited for developing and marketing a line of cosmetics and hair care products for Black women, thus making her the first recorded, self-made female millionaire.

Dr. Bethune saying goodbye to a group of students in front of White hall after resigning as president of the college

Dr. Bethune was instrumental in the promotion of a Madame Walker’s beauty care line and in a letter to the beauty mogul, dated April 5, 1917, praised the benefits of the products on her own as well as her students’ hair and requested that one of her girls participate in Madame Walker’s beauty training course at her New York College.

She was also instrumental in the success of the aforementioned Engram Electric, contracting most of the electrical projects for Bethune-Cookman University with the company.

Closer to home, Dr. Bethune founded Bethune Mortuary in the 1940s. Operated by her son, Albert McLeod Bethune, with Dr. Mary McLeod Bethune at her desk

his wife serving as mortician, the funeral home proved to be a lucrative business for more than 25 years.

“She dabbled in many different businesses,” said Dr. Tasha L. Youmans, Library Dean/Chief Librarian at BethuneCookman University. “She saw a need; she established a business to meet that need.”

Community Recognition In honor of her many contributions to Daytona Beach, the country and especially the Black community, an 11-ft, white marble statue of Dr. Bethune, created by master sculptor Nilda Dr. Mary McLeod Bethune and Marian Anderson at the launching of the SS Booker T Washington, a US Maritime Commission Liberty ship

| 32 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Comas, will be erected at the U.S. Capitol’s Statuary Hall later this year after making a stop in Daytona Beach.

Dr. Hiram Powell, interim president at Bethune-Cookman University, reflects on this momentous occasion and the

and may Dr. Bethune’s iconic presence continue to inspire us all and bring our communities closer together.”

impact the daughter of former slaves made not only on B-CU but also on the people of Daytona Beach and its surrounding communities: “There is a photo of Dr. Mary McLeod Bethune hanging

She made a difference in people’s lives These are just a few examples of Dr. Bethune’s legacy. At the time of her death on May 18, 1955, Dr. Mary McLeod Bethune

in my office, and every day, at the end of the workday, as I’m

was considered one of the greatest Black women to have lived.

leaving, I turn and look at this photo. I ask myself, did I truly do

The Washington Post commented that “not only are her own

all that I can do today for this institution? If I cannot answer yes,

people, but all of America, has been enriched and ennobled by

I get back to work. That is the influence that Dr. Bethune has

her courageous, ebullient spirit.”

had on me, on Bethune-Cookman University, on the Daytona

“She wasn’t just an average educator,” Dr. Youmans said.

Beach community and [on] the world. Her drive to change the

“She really had power. She moved quietly, but she was a

world coupled with her unceasing passion to educate young

force. Dr. Bethune was recognized by everyone, not just the

African Americans and to live a life of service unto others is

Black community, but the white community as well, as being

what lives inside of me and keeps me moving forward.

somebody. She made a difference in many people’s lives.”

As Dr. Bethune’s statue, on its journey to statuary hall in Washington DC, makes a stop in Daytona Beach, may we all be reminded of the tremendous responsibility that we all have to our youth, to our communities and to equality and diversity.

We are humbled and grateful to be a part of this statuary project

Bethune-Cookman University staff members, Dr. Tasha L. Youmans, Library Dean/Chief Librarian; Mr. Thomas Jelneck, Director of Marketing and Communications; and Mrs. Linda Caldwell, writer, contributed to this article.

CONSULTING & TRAINING SERVICES Management Consulting Leadership Development Customized Training Programs Organizational Assessment Strategic Planning Strategic Communications Contracting/Procurement Risk Management Grant Writing Research

Joseph C. Saviak, Ph.D., J.D., M.A., M.S. 904.599.5678 SaviakConsulting.com

OCTOBER 2021 | 33 |

FLORIDA TOURISM BEYOND THE COVID-19 PANDEMIC

by Carol Dover

President and CEO Florida Restaurant and Lodging Association (FRLA)

Y

ear after year, Florida remains one of the top national and international destinations for visitors. Not only does the Sunshine State boast more than 1,300 miles of beautiful coastlines and beaches, but we also have numerous attractions, theme parks, small towns, large towns and so much to offer our residents and guests.

And we know emergencies in Florida. We are prepared for hurricanes and other natural disasters and we have responded to oil spills, public health crises like Zika, and mass casualty events like the PULSE Nightclub shootings, but nothing could ever have prepared us for the COVID-19 pandemic and the effects it would have to shutter the tourism and hospitality industry in our state and across the nation.

In March of 2020, there was a severe, sudden and shocking halt to everything. We had no idea what was to come, thinking a short two-week shutdown might do the trick to stop the spread of the virus. What came instead were months of worsening figures, a shutdown to travel, hotels going dark and restaurants shutting down to all but takeout and curbside.

At the Florida Restaurant and Lodging Association (FRLA), it

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is our privilege to represent such a robust industry – hospitality and tourism – which is truly the economic engine of our state. So, not only did we worry about our restaurants, hotels, suppliers, and their teams and families, but we worried about the overall economic health and safety of our state and the cascading implications that would arise. Pre-COVID, our industry was the largest employer in Florida and represented nearly $112 billion in revenue with more than 1.5 million employees. As COVID hit and employers had to make tough decisions, more than 934,000 of our employees were furloughed or laid off.

FRLA got to work doing all we could to advocate for relief for businesses to keep their employees on staff, to stay open in any capacity and to chart a path to recovery and rebuilding. We were grateful to have been able to keep restaurants and hotels open at all.

Hotels were housing first responders, visiting emergency officials and even health care professionals wanting to quarantine away from their homes and families. Restaurants were providing meals to homebound seniors who could no longer get out for community meals and pivoted quickly to to-go, delivery and curbside operations. Alcohol-to-go became a lifeline for many restaurants that were able to sell cocktails with takeout orders, and it was such a hit that Governor DeSantis signed legislation to allow its continuation moving forward.

We launched the FRLA Seal of Commitment program to help hotels and restaurants, which were already well-known for their strict safety and sanitation protocols, to enhance those procedures, going above and beyond to make staff and customers feel safe patronizing their businesses. Across the state, businesses worked hard to achieve this designation and continue those efforts today.

We passed COVID-19 liability protections into law. Many businesses who were on the verge of closing, having lost savings and staff, were fearful that despite their best intentions they would get hit with a nuisance lawsuit that would be the final nail in the coffin for them. We are proud to have those protections in place so they can continue their safe operations with the confidence that,

if they continue doing the right thing, they cannot be targeted maliciously and they won’t have to deplete any savings they might have recovered defending themselves.

Throughout all of our state and federal efforts for assistance, the people and businesses of our industry have become much closer. We are learning from each other, sharing best practices and looking out for each other, and we are stronger for it. Our members have monumentally increased their engagement in advocacy and speaking out because we have all spent the last year and a half fighting for our lives, our teams and our businesses. It feels like we have been through a war, and we keep fighting as brothers and sisters in arms to survive.

As Florida had the ability to open up earlier than most states under the leadership and direction of Governor Ron DeSantis, we were able to “stop the bleeding” economically for so many and proved that we could operate safely. Certainly, throughout the spring and summer this year with COVID variants increasing, we had to ensure that we were not getting lazy with our caution, but we still needed to move forward welcoming our guests with our incomparable hospitality as safely as possible.

The road ahead is filled with continually emerging trends – like the surge of ghost kitchens that focus on food delivery, combined concepts, workers conducting business remotely – perhaps at one of our beautiful hotel properties, and the continuation of alcohol to go and delivery. Take-out will remain a popular option for many who like the convenience of dining in their own homes. Targeted relief

for our industry is critical to prevent further economic collapse and job loss, which would be detrimental to families across Florida who work in our industry. The replenishment of the Restaurant Revitalization Fund is critical to support so many unfunded grantees in Florida who were eligible for relief, and vaccination will also play a key role in the stabilization and recovery for tourism and hospitality.

Florida’s tourism numbers continued to surge through the first and second quarters of 2021, with record numbers in some regions of our state even compared to pre-COVID numbers. And while we still have a long way to go in terms of recovery as our industry has faced monumental shifts as we deal with continued labor shortages, which affect operating capacities, hours and quality of service, we are resilient. We are proud to fight each day with the wonderful men and women of the greatest industry in Florida – hospitality.

Carol B. Dover has served as President & CEO of the more than 10,000-member Florida Restaurant and Lodging Association (FRLA) for more than 26 years.

Dover is a professional association manager, a lobbyist, a former government executive, and a Florida State University Dedman School of Hospitality graduate with a degree in Hotel and Restaurant Management. In addition, she serves on the board for both the National Restaurant Association and the American Hotel & Lodging Association.

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COMMUNITY SERVI MEANS GOOD BUSIN Making a difference in the lives of children, one meal at a time

B

ack in 2015, Carrie Torres founded Provision Packs, a 501(c)(3), in response to a need she saw while volunteering in the elementary school her children attended in the city of Ormond Beach. In 2020 it was expanded to meet the needs in Teresa Smith, Founder of VCWWC (Volusia Flagler County schools. “When I was volunteering, I learned that County Women Who Care (center) with Amy in Volusia County alone one in three children are facing hunger.

Knox and Carrie Torres with Provision Packs I couldn’t stop thinking about children who may have little or no food outside of what is provided at school,” Torres said. “I was raised by a single mother myself and I remember lean times. I also remember how hard Live beyond yourself. it was for her to ask for help, and so This (volunteering with at Provision Packs all we require is a Provision Packs) is telling permission slip signed by a parent or a child they matter and legal guardian turned into the school are worth the basic needs that other kids may take and children can take packs home.”

Provision Packs Founder for granted.”

Since 2015 Provision Packs volunteers Carrie Torres have packed 245,497 shelf-stable meals for enrolled kids to take home each weekend.

Preserving privacy and respect for participating families prevents Provision Packs from collecting data required to apply for most grants. Instead, Torres has turned to the generosity of local patrons, leaders and businesses for funding and support.

Currently, Torres and her team of volunteers serve elementary school-aged children, but expansion is always on her mind. It’s tricky because of the stigma kids feel as they grow older when picking up food, so Provision Packs is working on a Rick Meyer at the Provision Packs way to make food available as the kids move up in grades. “I know that the need Lift for the Kids doesn’t go away in their homes. We are working with local colleges too, where the problem of hunger persists for these students,” Torres said. Partnerships with Produce Project and U.S. Hunger enable Provision Packs to elevate the nutritional

“

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CE NESS Several business teams at the River Scramble May 2021

Realty Pros Assured Reel Team at the River Scramble May 2021

value of each meal while controlling costs. Each bag provided to a child costs $7.00 and contains 10 shelf-safe meals.

HOW CAN YOU HELP? Each year, until prevented by the pandemic, volunteers have come together to create unique fundraisers like the upcoming Provision Packs Golf Tournament at Halifax Plantation Golf Club on November 20th; the Backpack Bash with both a live and silent auction; the River Scramble golf tournament on the water featuring biodegradable golf balls each containing fish food; and Feed the Kids Fun Fest, a family day of activities each spring. These events are made possible by community support. Companies and individuals can sign up to sponsor or contribute teams to staff or participate in these events, pack meals, write thank-you notes, etc.

Direct monetary contributions are also welcome To find out more, go to www.provisionpacks.org.

Halifax Injury Physicians Team at River Scramble May 2021

Provision Packs volunteers sporting their t-shirts

If you would like your organization or company featured in Community Service Means Good Business, please send your high resolution photo(s) (at least 300 dpi), caption and/or event title, date and names of the individuals in the photo to Editor@evolvemagazineflorida.com.

By submitting a photo(s) for consideration, you declare that you have permission to use and submit the visual image of any identifiable individual or building in the photograph and that you give EVOLVE Magazine the right to use the photo(s) in current and future communications.

Final decisions regarding the inclusion of images in issues of EVOLVE are at the discretion of the EVOLVE editorial team.

OCTOBER 2021 | 37 |

TOURISM IS VITAL TO FLORIDA TOURISM IS FLORIDA’S TOP ECONOMIC DRIVER In 2019, out-of-state visitors added

$96.5 BILLION

to Florida’s economy. That’s more than the entire GDP of 13 states.

Source: Rockport Analytics, Bureau of Economic Analysis

131.4 MILLION VISITORS

VISIT FLORIDA marketing drives out-of-state visitors to all of Florida’s

67 COUNTIES.

came to Florida in 2019, a 10th consecutive year of record visitation.

FLORIDA TOURISM IS GROWING FASTER THAN...

THE U.S. ECONOMY, CONSUMER SPENDING, HEALTH CARE SPENDING, & SPENDING ON RECREATION. Source: Rockport Analytics, Bureau of Economic Analysis

VISIT FLORIDA IS A SMART INVESTMENT According to the Florida Legislature’s Chief Economist, every $1 invested in VISIT FLORIDA yields a

$3.27 RETURN

on investment to Florida’s taxpayers.

People exposed to VISIT FLORIDA’s digital advertising in 2019 were

TWICE AS LIKELY to visit Florida and had a more favorable view of the state.

Source: Arrivalist, OmniTrak

Every 81

VISITORS

= one Florida Job.

293 NEW HOTELS (39,149 ROOMS) & 9,500+ NEW RESTAURANTS opened from 2015 to July 2019. Source: STR and DBPR Division of Hotels & Restaurants Bed taxes in RURAL

50% FASTER

COUNTIES have grown nearly COUNTIES since 2012.

than URBAN

Source: Florida Department of Revenue

TOURISM KEEPS FLORIDA’S TAXES LOW According to the Florida Legislature’s Chief Economist, tourism accounted for

15%

$3.8 BILLION

or more than of total state sales tax collections.

Visitors save every Florida household more than

$1,500/YEAR

on state and local taxes. Source: Rockport Analytics, Census Bureau

Credit: visitflorida.org

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