Meeting News - October 20, 2008 - (Page 32)

Destination Insider: Florida Coast to Coast MeetingNews Q&A: One Year Later: Palm Beach on the Rise CVB steward Jorge Pesquera outlines steps taken in his first year Jorge Pesquera, formerly of the Puerto Rico Convention Bureau, took over as head of the Palm Beach County Convention and Visitors Bureau (PBCCVB) last year, after the former head of the bureau resigned in the wake of an embezzlement scandal involving the former comptroller. After 11 months in office, MeetingNews asked Pesquera for a pulse check on the PBCCVB and the destination. England, and in Atlanta. If you are a planner and a potential client, we’ll be coming to you instead of waiting for you to come to us. Q A You were brought in to set the ship straight at the convention and visitors bureau. In the 11 months since you took office, what types of changes have you made? We are entering a new chapter in the history of our bureau, and I am very optimistic about where we are headed. When I arrived, I found three things on which I wanted to focus: engagement in the community and the industry, branding the destination, and accreditation. I think we are making excellent progress in all of those areas. QCan A you be more specific? With regard to engagement, we have been been getting out in the community extensively during the past 11 months, talking to roughly 250 community organizations and get- ting their feedback. In terms of accreditation—having a transparent operation that conducts itself in the highest standards—we have applied for accreditation with DMAI (Destination Marketing Association International) and will be going through that process (July 21 MN, p. 16). DMAI conducts a very thorough accreditation regimen, dealing with 16 different domains and 80 to 100 individual standards, so becoming accredited will do great things for the credibility of this organization. A fourth area I forgot to mention is leadership—we are making changes in our leadership, with new directors of sales for both leisure and group business. Part of this leadership change involves a change in our marketing structure—decentralizing with offices in Washington, DC, in New We began a full brand assessment this year. Part of our new strategy in this regard is to let the world know more about the big variety of experiences Palm Beach County has to offer. Most people don’t realize this, but our county is larger than the states of Delaware and Rhode Island. Part of Lake Okeechobee is in our county, for instance. We plan to tell more of that part of our story. QWhat A about branding? Q The Palm Beach County Convention Center has underperformed since opening in 2003. What are you working on to change that? We need more hotel rooms—about 1,000— within walking distance of the center (there are currently fewer than 500). The plan to build a convention headquarters hotel has not come to fruition because of financing problems. But, we are seeing a lot of interest by investors; we expect hotel announcements during the coming year. A Westin Flag Goes Up At Storied Lauderdale Hotel The former Sheraton Yankee Trader hotel—a fixture on Fort Lauderdale’s beachfront for 44 years until it closed in June for renovation—will reopen in February as the Westin Beach Resort, Fort Lauderdale. Included in the renovation work of the 433room property are the interiors of all guest rooms and public areas, its 32,000-sf conference center, and its oceanview restaurant. Guest room upgrades include the additions of high-speed Internet access and 32-inch, flatpanel TVs. Upgrades to the meeting space will include new wall and floor coverings and high-tech AV systems. The largest ballroom is the 10,000-sf Las Olas Ballroom; the hotel’s Atlantic Ballroom offers groups 7, 900 sf of space. —RS Fort Lauderdale Hopes the W Wins Groups Starting in ’09 The new W Fort Lauderdale hotel has set its opening date as March 1, 2009. The recent addition of the city’s first RitzCarlton (Aug. 11 MN, p. 21) and the new W give Fort Lauderdale two more hotel brands that represent luxury hotel growth along the beachfront, said Christine Tascione, CMP, director of group and convention sales for the Greater Fort Lauderdale Convention & Visitors Bureau. “It helps position us for groups.” The new W is in a 23-story tower, with 486 rooms, 18 suites, and 140 apartment-like flats, which will offer separate living rooms, kitchens, and washers and dryers. The property will have 19,000 sf of indoor meeting and event space and a 5,500-sf courtyard, which will be available for private events for up to 600. —RS continued from page 30 The success of the Boca Raton conference also had to do with the appeal of the host property. “Our group is becoming increasingly family-oriented,” said Smith.“Attendees like a venue where there is something for everybody in the family to do, preferably without leaving the hotel. They did everything from playing golf to croquet to the beach. And, it also was helpful that there are less expensive accommodations—which some of our student attendees need—within a short drive.” In the final analysis, Smith said, the biggest surprise she got was a good one—far better attendance than expected when a hurricane loomed in just before the conference. —Rowland Stiteler 32 MeetingNews October 20, 2008 www.meetingnews.com http://www.meetingnews.com

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Meeting News - October 20, 2008

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