C R E AT E . I N N O VAT E . T H R I V E .
Orlando Business Leader Volume 1
No.1
The Whole Story About the “Half of it”
By Michael Candelaria
Ken Potrock remembers sitting around a table during an early committee meeting, not quite seeing what he wanted. Orange County Mayor Teresa Jacobs prompted the gathering by asking the Orlando Economic Development Commission (EDC) to lead a new branding initiative to get Orlando onto the consideration set more often for strategic business location decisions. With the help of a small group of volunteers, Potrock, senior vice president and general manager of Disney Vacation Club, Adventures by Disney and Golden Oak, was charged with making things happen. The volunteer group firmly agreed on a direction, but just weren’t landing in the right spot. “We wanted something that was proprietary and really spoke specifically to what made Orlando unique,” says Potrock, explaining that if the names of random cities could be interchanged with Orlando in any tagline, it wouldn’t work. The branding had to be built not on “Anywhere U.S.A.,” but on words that made sense only to Orlando, both rationally and emotionally. The creative director at locally based ad agency AnsonStoner put one final option on the table. The tagline read: Orlando. You don’t know the half of it. Done deal. “Because Orlando rarely landed on the short list, the campaign needed to be provocative,” adds Jim Alessandro, a senior vice president of marketing for Disney Destinations and a longtime ad agency executive. “This wasn’t a case of replacing the logo. We had to get the message across as to why Orlando should be taken seriously.”
Orlando, indeed, had long enjoyed an outstanding reputation as a place to vacation or come for a convention but not as much as a business location. Research revealed that Orlando didn’t have any negative connotations among target audiences, but despite achievements including being named the number one market for both job and population growth, it wasn’t as strong as it should be. “When we asked people what they knew about Orlando, it was typically always about tourism,” Potrock says. “If we wanted to be considered in the economic development business, we had to tell a better story.” The “other half” became the platform for conversations about a plentiful, young and diverse workforce, thriving industries, outstanding infrastructure and a generous quality of life. Potrock affirmed, “We wanted to come up with something that was intriguing enough to say, ‘I’ll bite. Show me the other half.’” Mayor Jacobs launched the campaign in early 2015 with the goal to get more “at bats” as Potrock likes to put it. Essentially, more companies needed to consider Orlando
Potrock affirmed, “We wanted to come up with something that was intriguing enough to say, ‘I’ll bite. Show me the other half.’’’
as a viable location to expand or locate their businesses. “The branding effort is much more than an advertising campaign,” says Mayor Teresa Jacobs. “It’s a very targeted, deliberate and comprehensive campaign to help position Orlando in a new light, particularly with our target
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Orlando is currently making a $15 billion investment in transportation infrastructure, competitive products and quality of life features. Read the full story on 02
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Orlando Business Leader
Investing in the Future Continued from 01
By Jack Roth
When one looks at the current and upcoming infrastructure investments that Orlando is making, it is hard to believe that many cities and regions across the country have roads, transit systems, and venues that are crumbling and in desperate need of a face lift. But a recent report from the International Economic Development Council says just that. Meanwhile, Orlando has managed to buck the trend by maximizing regional resources and maintaining a progressive attitude toward future growth. In fact, Orlando is currently making a $15 billion investment in transportation infrastructure, competitive products and quality of life features. “Federal infrastructure dollars have been drying up for a while, but Orlando is in a unique position because we have alternate income streams,” explains Dave Porter, senior vice president of business development for the Orlando Economic Development Commission. “Our tourism strength provides a constant revenue stream, and we understand that these infrastructure investments will pay off both economically and socially for the entire region.” The city’s current and upcoming
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transportation infrastructure investments are broad in scope and include the I-4 Ultimate project; a new commuter rail system called SunRail; the creation of Brightline, an express train that will connect Orlando to Miami; upgrades and new terminals at Orlando International Airport and Orlando Sanford International Airport – whom together already offer more than 175+ direct daily flights around the world; a massive expansion at Port Canaveral including additional cargo terminals; and the completion of the region’s beltway system. “Transportation is critical to economic development, as you have to be able to provide access for the movement of people and goods,” says Harry Barley, executive director of MetroPlan Orlando. “Investing in our transportation infrastructure creates immediate value in jobs, but also long-term value of much greater consequence.” Barley stresses the need to build a consensus for these current projects, and how this supports the unified vision that has enabled leaders to forecast what will be required as the region continues to grow. “Strong partnerships between local governments, regional transportation
entities, and the private sector are c r i t i c a l ; they enable us to strategically plan and kickstart these projects by funding them with local revenue sources.” Transportation is not the only area in which Orlando has either made, or is currently making, major investments. Among the amenities that have or will soon improve residents’ quality of life include the
Improvements to Orlando’s competitive product offerings, which bring both economic and job growth to the region and add additional revenue streams to continue to enhance infrastructure, are also underway. The creation of the International Consortium for Advanced Manufacturing Research (ICAMR) represents one of the most significant and forward-thinking, long-term investments to the region’s economic and job growth. Along with other current
“Our key to success has been working together to advance a specific list of shared priorities and aligning and sequencing multiple needs supported by many,” says Jacob Stuart, president of the Central Florida Partnership. “This has been true for all of these projects, as everything we do should be focused on our shared quality of life.” As a result of a healthy tourism revenue stream, strong consensus from both the private and public sector, and an unwavering commitment from all regional entities to the betterment of the entire
Despite many cities around the United States dealing with crumbling infrastructure, Orlando has managed to stay ahead of the game with smart planning and a robust tourism industry that helps generate millions of dollars. Dr. Phillips Center for the Performing Arts, renovations to Camping World Stadium, the upcoming Orlando City Soccer Stadium, and the upcoming Orlando Magic Sports Entertainment Complex, which will be adjacent to the Amway Center. All told, these particular investments will exceed $1 billion.
investments, such as Creative Village at the upcoming University of Central Florida and Valencia College joint downtown campus, Florida Hospital’s Health Village, these product-offerings will exceed $2 billion.
community, Orlando sits in an envious position. The city’s healthy infrastructure and the wherewithal to enhance that infrastructure will remain beneficial for the foreseeable future.
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Orlando Business Leader
There are more than 100 companies and 200 members at Canvs – downtown Orlando’s trendy co-working space.
Tech Growth in the City Beautiful
By Necole Pynn
Each year, millions of people experience the excitement and adventure of being immersed in a new, technologically created alternative reality when they enter Orlando’s worldrenowned theme parks. The highly-skilled creative thinking that wows visitors is also transforming other cutting-edge industries that are diversifying and redefining Orlando’s economy. If you stop to think about it, the same type of technology that powers a Harry Potter ride, for example, trains our military men and women, our doctors and nurses, and our first responders. So while people know Orlando as one of the world’s top tourism and convention destinations, the region is also a hotspot for tech with strongholds in modeling, simulation and training; film and digital media; optics and photonics and more. The region’s ever-growing class of creative technologists are bringing Orlando global recognition as a place to build, a place to play; a vibrant, inclusive community to call home, and an inspiring place to work. This diversity is represented by an explosion of growth in the local startup community, with a range of skillful experts finding new ways to use technology. “We have startup incubators, we have venture capitalists, and we have angel investors. We’re investing back into the community, backing entrepreneurs, making this a fantastic place to build a company,” says Ted Murphy, founder of local company IZEA. Some of these startups have received national attention on the show Shark Tank,
including TROBO, a talking plush robot with a mobile app component that reads stories to young children. TROBO, like many other small businesses in Orlando, has its roots in interactive entertainment. Its creators, Jeremy Scheinberg and Chris Harden, started as engineers at Universal Orlando and EA Sports. Innovation in experiential technology using digital and physical elements is present in one of the world’s largest clusters of modeling and simulation, centered in Central Florida Research Park. These modeling and simulation companies are leading advancements in medical and military research using cuttingedge technology. This specialization is supported by the talent being developed at local educational institutions. As Dan Baker, Topps Director of Product Development, says, “Orlando has been growing in recent years as a technology center, and we’ve been able to find great talent here to develop the latest versions of our apps.” Two of the region’s educational institutions are on the forefront of game development and ranked among the top in the country for video game, software, and application design - Full Sail University and the University of Central Florida with its FIEA master’s degree program. “Orlando is home to two of the top schools in the nation for digital media and game design,” said City of Orlando Mayor Buddy Dyer. “When companies locate here, it is a testament to our talent, quality education and dynamic business environment.” Companies will have
even better access to talent with the arrival of the UCF downtown campus, set to open in the urban core of downtown Orlando in 2019. The campus will serve as an anchor of the planned Creative Village, a 68-acre mixed-use, transit oriented, urban infill neighborhood with high-tech, digital media and creative companies and a diverse mix of students, employees and residents. The 15-acre campus will serve approximately 7,500 students from UCF, as well as Valencia College. Designed using principles of New Urbanism, Creative Village is expected to have a strong impact on the culture of the region with its walkable neighborhoods, shopping, recreation and other accessible amenities. Orlando is a region of strong partnerships, scientific exploration and discovery, and creative development. It is a city known around the world. A city where people can build their dreams on a solid foundation of resources and community support.
TROBO the talking robot.
The region’s evergrowing class of creative technologists are bringing Orlando global recognition as a place to build, a place to play; a vibrant, inclusive community to call home, and an inspiring place to work.
Orlando’s thriving innovative technologies industry includes digital media and film.
Learn more at OrlandoEDC.com
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Orlando Busines
Continued from 01
The Whole Story About the “Half of it” Orlando’s Targeted Industries: • Advanced Manufacturing • Aviation/Aerospace & Defense • Corporate Headquarters & Regional Offices • Innovative Technologies • Life Sciences & Healthcare
audience of c-suite executives and site location consultants. Of course, advertising is a part of the campaign but it involves so much more than that. And we continue to find new ways to leverage the message across multiple platforms.” Since the campaign began, the business development pipeline has increased 50 percent and the EDC just completed its best year ever with more than 5,600 new jobs projected by more than 30 companies making a nearly $200 million capital investment in the region. “I give 100 percent of the credit to the branding campaign. It is paying off,” asserts Dave Porter, the Orlando
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EDC’s senior vice president of business development. The change in perceptions reminds Porter of the strides made in Austin, Texas, where he spent 11 years at the Austin Chamber of Commerce, leading a campaign called Opportunity Austin. “The Orlando EDC’s results are far exceeding the early results in Austin,” Porter notes. “When we look back in 10 years, we will be in awe at how far we have come.” Alessandro compares the messaging platform to an empty vessel that will continually be filled with news and notes about Orlando. “We have so many different things to say to share the ‘other half’ of Orlando,” he says.
For instance, do you know about downtown Orlando? You should. Orlando has a vibrant downtown core ripe with new community venues including the Amway Center, home of
the Orlando Magic and Orlando Solar Bears hockey team; the Dr. Phillips Center for the Performing Arts; the newly renovated Camping World Stadium; and an upcoming soccer stadium for the Orlando
City Lions and Orlando Pride. Orange County is home to the simulation procurement commands for the U.S. Army, Navy, Air Force, Marines and Coast Guard. Lake County’s National Training Center
“So if you think you know all there is to know about Orlando, prepare to be surprised. Because until you really get to know this place, this community, and see all the reasons why it’s so magical, rest assured, you don’t know the half of it.”
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Business Leader
Did You Know?
NO. 1 IN JOB GROWTH 2015 AND YEAR TO DATE IN 2016 – U.S. DEPT. OF LABOR ORLANDO IS ONE OF THE “MOST DYNAMIC CITIES IN AMERICA” – WORTH, 2016 ORLANDO IS THE 2ND MOST COMPETITIVE BUSINESS LOCATION AMONG LARGE U.S. CITIES – KPMG, 2016 ORLANDO IS A TOP 10 MOST PROMISING JOB MARKET – FORBES, 2016 ORLANDO IS A TOP “AMERICAN CITY OF THE FUTURE” – FDI MAGAZINE, 2016, 2015, 2014 ORLANDO IS THE BEST CITY FOR RECREATION – WALLETHUB, 2016 is where aspiring Olympic athletes go to train in track, swimming and gymnastics. Osceola County has the first industry-led consortium for manufacturing of smart sensors, the International Consortium for Advanced Manufacturing Research (ICAMR). Seminole County is a hub for information technology companies. “A great deal of stuff is going on here,” says Alessandro. “That newsworthiness becomes the legs of the campaign. If it’s as good as what we think and hope it to be, this is something The striking Dr. Phillips Center for the Performing Arts opened in 2014.
that will have staying power even 10 years into the future.” “We’ve received a tremendous amount of positive feedback. The campaign is so well done, and makes instant sense to site-selectors and other targeted audiences – they’re intrigued and want to know more,” says Jacobs. “I share the branding campaign materials constantly. I even
use the ‘Orlando. You don’t know the half of it’ luggage tag on my suitcase when I travel, and that’s provided lots of opportunity for me to share the other half of the Orlando story.”
“Orlando. You don’t know the half of it.” appears to be a winner.
ORLANDO IS THE MOST PET-FRIENDLY CITY IN THE U.S. – WALLETHUB, 2016
Orlando Business Leader
SERVING ORANGE, SEMINOLE, LAKE AND OSCEOLA COUNTIES AND THE CITY OF ORLANDO 301 E. Pine Street, Suite 900 Orlando, FL 32801 OrlandoEDC.com 407.476.0270 CRYSTAL SIRCY Executive Vice President Crystal.Sircy@OrlandoEDC.com DAVE PORTER Senior Vice President, Business Development Dave.Porter@OrlandoEDC.com
Learn more at OrlandoEDC.com
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Volume 1 / No.1
Orlando Business Leader
Building Blocks of Sensor Development Ten minutes from the Orlando International Airport, the most advanced development lab and fabrication facility in the world is currently under construction. Set to open in early 2017 in Osceola County, Fla., the International Consortium for Advanced Manufacturing Research, or ICAMR, will provide more than 109,000 square feet of lab and office space for researchers to develop the next generation of smart sensors, photonics, and optics that connect the world through the Internet of Things (loT). That connection will change the way we live and will help solve some of the planet’s biggest problems. To get there, companies must test technology in a specially designed environment. ICAMR’s facilities, which will include
a vibration and particle free cleanroom – even better than Class 1,000 – are unique and among just a handful of advanced manufacturing facilities of its kind in the world. “There’s a sophisticated process associated with manufacturing sensors and photonics devices,” explains Chester Kennedy, CEO of ICAMR. “We’re providing the perfect infrastructure for advanced manufacturing companies to be successful.” Kennedy says ICAMR will foster collaboration among government, universities and industry, and allow researchers to develop tools and processes in an environment where technology can be tested before it goes
“We’re doing a lot to keep up with the demand in technologybased jobs, and with ICAMR, the demand is only going to grow exponentially.”
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ICAMR will be housed within the Florida Advanced Manufacturing Research Center at the Florida Tech Farm.
into mass production. “The key is allowing industry to solve issues together,” he adds. ICAMR’s partners include Osceola County Government, the University of Central Florida, the Florida High Tech Corridor Council, Enterprise Florida, the state of Florida and the Orlando
Economic Development Commission as well as Harris Corporation, Photon-X, P h o t o n D e l t a , A rg o n n e National Laboratory, Aurora Semiconductor, BrainPort and imec, the world-leading nanoelectronics research center. “We’re setting up a design center [co-located with ICAMR]. In fact, it’s our first photonics design center in the U.S.,” says Luc Van Den Hove, imec President and CEO. The design center will allow experts to work together and synthesize products while breaking down the barriers that often stop innovation in its tracks. It also puts ICAMR in a strong strategic position to pursue federal contracts and attract other major industry players who are among the most wellregarded institutions in the world. A significant contract was awarded in 2016 giving ICAMR, UCF and MIT the ability to work on a multimillion dollar Department of
By Jack Roth
Defense initiative to create smart fiber technology for military and commercial applications. Kennedy stresses ICAMR’s development will continue to evolve over the next several decades and represents a longterm investment in the region’s economic infrastructure. He says ICAMR will serve as a catalyst for transformational economic growth impacting the entire Orlando regional economy. “We’re only a few exits down the Florida Turnpike, so Lake County is well positioned to benefit from ICAMR,” says Robert Chandler, director of economic growth for Lake County. “We’re doing a lot to keep up with the demand in technology-based jobs, and with ICAMR, the demand is only going to grow exponentially.” The impact is already being seen in the region’s four school districts where STEM programs have been incorporated into primary schools, starting as early as kindergarten. The programs are helping to prepare students for higher-level courses such as those now being offered at Valencia College’s Advanced Manufacturing Training Center, Lake Technical College, and at the College of Optics & Photonics at the University of Central Florida. “ICAMR represents one of the most transformational initiatives this region has ever seen,” says Kennedy. “The positive impacts will be felt for generations to come. It will enhance economic and job growth, and it will solidify this region as a true research and development hub.”
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Orlando Business Leader
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NATIONALLY TELEVISED COLLEGE FOOTBALL GAMES
2016
COPA AMÉRICA
2017
NFL PRO BOWL
2016
Orlando: A Magnet for World-Class Athletics By Jennifer Bisbee and Lauren Leetun
From miles away, you hear applause erupt from tens of thousands of passionate fans GOAL!!! The star player’s kick clenches the win over a rival soccer team in a jam-packed stadium. You may feel like you’re in Brazil or England, given the amount of fanfare, but you’re in Orlando where a groundswell of support for world-class competition and athletic performance innovation is outpacing some of the nation’s best-known sports markets. In the last decade alone, the Orlando region has attracted Major League Soccer, the National Women’s Soccer League, Copa America, Prince Harry’s International Invictus Games for Wounded Warriors, the NFL’s Pro Bowl, the NBA All-Star Game, College Football’s ACC Championship and even the United States Tennis Association’s (USTA) “New Home for American Tennis.” W h a t ’s attracting world-class athletics to a
region traditionally known for its theme parks? Grit, perseverance and focus from business and community leaders committed to creating an atmosphere with cuttingedge technology and top-notch Buffalo Wild Wings facilities. The Amway Center, home Citrus Bowl. to the NBA’s Orlando Magic The facility recently and the ECHL’s Orlando Solar hosted the Dr. Pepper Bears, was built in 2010 and is Atlantic Coast Conference a sustainable, environmentally- (ACC) Football Championship, friendly facility with and this season’s opening unmatched technology and game between the NFL’s premium amenities. It’s been Miami Dolphins and Atlanta Falcons. The NFL named among the best will celebrate in the NBA and its brightest there are plans stars at the for an adjacent stadium $200 million during the entertainment USTA TENNIS AND 2017 Pro complex. PLAYER DEVELOPMENT Bowl. Less than DIVISIONS “We have a mile away, aggressively in the heart of downtown Orlando, pursued opportunities is the recently renovated to return the NFL to Camping World Stadium, Orlando. The Pro Bowl will which regularly hosts the lead to other opportunities in Florida Blue Football Classic, the future,” said Steve Hogan, Russell Athletic Bowl and the chief executive officer for
2017
its divisional Florida Citrus headquarters Sports. to Orlando. A Fans INVICTUS GAMES state-of-the-art will get the facility with 102 opportunity to courts houses the cheer on stars Kaká USTA’s Community and Alex Morgan at the soon-to-open Orlando City Tennis and Player Development Soccer Stadium, which will divisions as well as the host the MLS’ Orlando City University of Central Florida’s Lions and the NWSL’s Orlando tennis teams. This facility is Pride, in between the Amway divided into dedicated areas that Center and Camping World focus on the pathway from the youngest players to recreational Stadium. But Orlando isn’t just a players, to collegians, to future place where athletes come to professional players and compete, it’s a place where professional tour-level players. they come to train. State-of- The sought-after amenities the-art facilities can be found are also attracting others throughout the region. At the including the United States National Training Center in Professional Tennis Association Lake County, Olympians train which is relocating its world alongside triathletes in the headquarters there, as well as 37,000-square foot facility Orlando City Soccer’s decision with fitness studios, an aquatic to build a 23-acre home for center, athletic fields, outdoor the club’s major league, minor track and field complex, a cross league and development teams. country course and a Human “We know from the Performance Lab for sports experience of building a life sciences cluster that when science testing. Athletes of all ages you enable synergistic and and skill can play collaborative relationships, at a brand new when you seek out great $27 m i l l i o n partners with the right missions sports mega- and endless passion for results, complex in tremendous outcomes become possible,” said Rasesh Thakkar, Seminole County that senior managing director, comes with Tavistock Group. annual 102-acres Established of baseball, softball, football, events like the Arnold Palmer soccer and lacrosse-ready Invitational, Professional Rodeo Cowboys Association fields. Near the Orlando (PRCA) Rodeo, Ram National International Airport, Lake Circuit Finals Rodeo and Nona – named one of the Silver Spurs Rodeo in Osceola next great American cities by County and the hundreds of FORTUNE Magazine – has competitions in 60 sports held a Sports and Performance at the ESPN Wide World of District that focuses on six Sports Complex at Walt Disney broad categories—media, World® Resort, continue to equipment and soft goods, attract world-class and amateur associations, nutrition, facility athletes and their fans around builders, and sports health and the globe. technology—to attract key Orlando’s extensive range sponsors, companies, teams and of sports activities, human experts in the sporting industry. performance innovation Attracted by this concept, and premier facilities make the United States Tennis it a magnet for world-class Association (USTA) brought athletics.
Learn more at OrlandoEDC.com
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Orlando Business Leader
Dining Distinction
By Pam Brandon
Orlando’s diverse dining options cater to any palate with 5,000+ restaurant offerings.
Orlando’s dynamic dining scene is a real dichotomy: we’ve got celebrity chefs and innovative restaurateurs, but we’ve also got the best Puerto Rican mofongo, Asian char kway teow and Peruvian ceviche in tiny, tucked-away eateries. We’re a town without a true cultural identity because we are a melting pot with strong Hispanic, Latino, Asian and Southern roots. Our food reflects this incredible diversity and independence with a new wave of independent restaurants springing up – from food trucks to haute cuisine. While Universal and Disney deserve credit for long-ago elevating Orlando’s dining with Victoria & Albert’s at Disney’s Grand Floridian Resort & Spa and Emeril’s Orlando at Universal Orlando Resort, the wave of celebrity chefs keeps building. The new Disney Springs is now home to restaurants under the watchful eye of four James Beard Foundation-nominated chefs: Masaharu Morimoto (Morimoto Asia), Wolfgang Puck (Wolfgang Puck’s), Art Smith (Homecoming: Florida Kitchen and Southern Shine), and Rick Bayless (Frontera Cocina). And Orlando hotels host other James Beard winners: Norman Van Aken at Norman’s at the Ritz-Carlton, Grande Lakes; Todd English’s Bluezoo at the Walt Disney World Dolphin, and Melissa Kelly’s Primo outpost at the JW Marriott Grande Lakes. Now a whole new generation of culinary stars
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Orlando – No. 1 Best Foodie City in America. – WALLETHUB, 2016
lights up the Orlando skyline, with restaurants opening almost every week. The “local” vibe made headlines when JamesBeard Foundation-nominated Chefs James and Julie Petrakis opened the Ravenous Pig in Winter Park, then expanded with Cask & Larder and adjacent Swine & Sons, all focused on local and sustainable sourcing. Winter Park is also home to award-winning Luma and Prato, both overseen by Chef Brandon McGlamery, a Florida native who supports local farmers and fishermen. In downtown Orlando, the new Dovecote neighborhood brasserie is dishing up tomato water risotto and butter-roasted chicken, joining the Rusty Spoon, where James Beard Foundation-nominated Chef Kathleen Blake only sources locally for her menu. Other not-to-be-missed spots with a local vibe: the
Pharmacy on Sand Lake Road, a cozy boîte that harks back to Prohibition-era speakeasies with custom-blended cocktails and delectable small plates made with local products; 4 Rivers Smokehouse, a barbecue empire that started in 2009 in John Rivers’ Winter Park
garage as a “barbecue ministry” that has grown into a regional chain starring his mouth-watering beef brisket, and K Restaurant where James Beard Foundation-nominee Chef Kevin Fonzo grows veggies in the back garden of this cozy College Park houseturned-restaurant with a menu that changes almost daily featuring products from local farms. Forego trendy and local, head to Orlando’s ethnic neighborhoods for global kitchens. For Cuban, it’s Black Bean Deli in a former Phillips 66 gas station along busy Colonial Drive. Asian fans head to Mamak along the same
stretch of Colonial Drive for stir-fried maggi goring, or to Ming Bistro for dim sum. Fans of Puerto Rican mofongo head to Kissimmee’s Melao Bakery, and for ceviche, the Peruvian Ceviche House on Semoran Boulevard sits sideby-side with dozens of Latino restaurants. From award-winning restaurants to family-run favorites, food aficionados will find plenty of delicious eating in Orlando.
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