Nov 30: The "H" in HSMAI means more than Hotel

The “H” in HSMAI means more than Hotel…it means Hospitality

When our organization was first founded some eighty years ago, HSMAI was the Hotel Sales and Marketing Association. But as the organization grew larger and expanded internationally, the “H” was broadened to cover all segments of the hospitality industry -- not only those members in hotels, but other areas of the tourist industry. In addition, it welcomes those purveyors and suppliers who provide products or services to the industry and who work alongside it with common goals.

In the Webster’s dictionary definition, hospitality is a noun meaning hospitable treatment, reception or disposition. And hospitable treatment refers to the generous and cordial reception of guests; the promise or suggestion of a friendly welcome; or the offering of a pleasant or sustaining environment. Another definition is being readily receptive or open, as in the phrase: open to new ideas.

So, what’s the point? It’s all well and good to have a physical facility (the hotel property) but if you don’t have the right attitude. If you don’t offer that welcoming friendly environment, you’re missing the true meaning of being a member of the hospitality industry.

Nov 26: VACATION SCENTSATION?

Remember your trips to the movie theater when the smell of buttered popcorn made you gravitate to the snack counter? Or your grandmother’s lilac fragrance made you feel safe and loved? When the aromas of fresh pine needles and bayberry candles told you that Christmas was around the corner? Or how in that Al Pacino movie he identified different types of women by their scent?

I’ve always associated the smell of coconuts with beaches and vacations. I guess it’s that suntan lotion smell that triggers early memories of my enjoyable childhood trips to Florida.

It’s been said that the sense of smell of all the senses is the hardest to describe to someone else. Yet, also, it is the one sense that lasts the longest in memory and that brings back places or people otherwise forgotten.

An article in the HSMAI Marketing Review talked about “bringing scent into the marketing mix” for hoteliers – how to take advantage of that scent resonance. The idea being to subconsciously keep a hotel brand as a guest’s pleasant memory long after their trip is over. It was recommended that one chooses a scent that is uniform, pleasant, non-offensive or over-powering and gender neutral. Examples were given of some of the major chains who brand their hotels with an identifiable personality through the scent chosen.

I was in a Tampa hotel last year over Halloween and remarked that their cinnamon scented room amenities made me think of pumpkin pie. When I was back there again this year in September, I realized that their choice of scent hadn’t just been a seasonal extra. After speaking with the front desk staff, I learned this was chain dictated, used year round, and that the public could purchase these products if interested through their website.

So, what are our south Florida hoteliers doing with scent and marketing? Do you have a signature fragrance? Are all your products blending for a pleasant and memorable experience?

Nov 21: A New Sport called Disc Golf

I recently read an article about this "new" sport called Disc Golf. It's sometimes also called Frisbee Golf. Individual players throw a flying disc into a metal basket. They follow a course, usually consisting of 18 holes and, like golf the object is to end with the lowest score -- in this case the fewest number of throws.

I'd never heard of it before even though it was formalized in the 1970's. You can imagine my surprise, therefore, when I learned that there is a Professional Disc Golf Association (PDGA) with over 16,000 members. The sport has its own rules, set of terminology, and championship tournaments. A recent Pro-Am Open tournament was held in October in Orlando.

According to the PDGA, there are some 55 courses in Florida. In our Fort Lauderdale area, we have two courses listed: Easterlin Park and Tradewinds Park. Easterlin is off 38th Street and Powerline. The course is described as "short but very challenging...accuracy and finesse required." Tradewinds is off Sample Road in Pompano. Their course is listed as "beautifully manicured, challenging, and rewarding for all."

Am I the last one to know about this sport? It seems easy enough for a beginner to pick up, with a minimal investment required for equipment, perfect for all ages, and one more opportunity to offer our visitors. Is there some way to incorporate this sport into our marketing mix? So, who wants to give out logoed Frisbees to your guests?

Nov 19: Jungle Island featured on Concierge.com

Jungle Island (formerly known as Parrot Jungle) was the main feature of the “what to see and do” “insider pick” in a recent CondeNast’s concierge.com newsletter on their Destination of The Week: Miami. Citing the Art Basel event being held soon in Miami Beach, the newsletter covers where to stay, eat, what to do, etc., along with “why go” plus “what to skip” items. Interesting to note that under the “what to skip” column, they recommend avoiding “chaotic” Miami airport as “savvy travelers fly into Fort Lauderdale”.

They describe Jungle Island in its former location as “an oddball charmer…an old rambling park full of squawking, bird-filled cage” but now it has been transformed into a “gleaming, multimillion-dollar family attraction on its own island”. The feature goes on to highlight some of their exotic animals, the custom designed environments including the aviary, the Peruvian Manu exhibit, and the neighboring Japanese garden.

Has your company gotten some positive press lately that you’d like to share? Just let us know and we’ll pass it along.

Nov 13: IKEA opens in Sunrise

According to local newspaper reports, the October opening day of the new Ikea store in Sunrise had less than expected attendance and a lot less disruption than anticipated to traffic on I-595.

I’m not familiar with any of their products personally nor have I ever visited an Ikea store or bought anything from their catalog. That doesn’t mean to say I won’t shop there some time in the future. In any case, I imagine that they have experienced corporate marketing people who decided that Florida was ready for their store and their products.

What does this have to do with the tourism industry you ask?

I was driving south on I-95 a few weeks before their store opening. On the right hand side of the road, just before Broward Boulevard, I caught out of the corner of my eye a large yellow billboard that said (to my fast reading) “IKEA is to Florida as sunburn is to tourists.”

So I started thinking – sunburn? You mean painful, red, itchy, unwanted, cancer-causing, and uncomfortable? Who wants sunburn? And, by word association, I thought who would want Ikea? Did I miss something? Was this posted by the competition?

What in the world did they mean by that sign?

Nov 11: Gay Tourism Local News Update

The 8th International Conference on Gay & Lesbian Tourism is being held from December 2-5 at the St. Regis Resort, here in Fort Lauderdale. This is an education and networking opportunity to learn from peers about sales and marketing in gay and lesbian independent travel, meetings, and events. For more information on the conference, contact: Community Marketing at 584 Castro St. #834 • San Francisco, CA 94114-2512; 415-437-3800, info@CommunityMarketingInc.com

In other news: In October, the Rainbow Alliance presented the “Tourism Diva Award” to Nicki E. Grossman, president of the GFLCVB. The Rainbow Alliance is the local 56+ member gay and gay friendly lodging and hospitality organization. The presentation was made by Richard Gray, owner of the Royal Palms Resort and a founding member of the alliance. The award recognized Ms. Grossman for her “tireless efforts in promoting Greater Fort Lauderdale as a gay friendly destination.” In her address to the group during the meeting, Grossman commented: “We have been very fortunate to work with the Rainbow Alliance as we recognize the significance and economic value of the GLBT market." Roger Handevidt, Chair of the Rainbow Alliance, expressed his gratitude to the partnership that they enjoy with the County’s top tourism promoter.
For more information on the Rainbow Alliance, contact Jennifer Morales at (305) 519-1876 or via e-mail to jennifer@sidelinessports.com.

Nov 8: Congratulations to Phyllis Festinger!

Congratulations to Phyllis Festinger, our HSMAI South Florida Executive Director and Treasurer. Phyllis has been chosen for an award by the American Business Women’s Association. She is this year’s winner of the Spirit of Excellence Business Leader of the Year.

Awards are given in recognition of individuals whose community spirit and dedication to their profession make South Broward a better place to live, work, and play. Individuals have the qualities of integrity, selflessness, community/civic service, and are truly “making a difference”. Sounds like Phyllis.

The South Broward Chapter of the ABWA and NBC 6 News Anchor Kelly Craig will be presenting twelve individuals with the awards at a ceremony on Wednesday, November 14th at the Signature Grand in Davie. Registration and cocktails begin at 6 pm followed by the dinner and awards at 7 pm. For information, contact Randy Biro, 305-342-6295 or randybiro@aol.com

Nov 6: Table of Eight from Tatiana event

In the middle of a non-descript strip shopping center in Hallandale Beach was a building with a Tatiana’s sign. I opened a heavy, plainly painted door. In the foyer, I stopped briefly at the registration desk then proceeded past it through more doors. Checked out the table top displays; greeted a number of people including Beth Rice, Visit Florida. All of a sudden, I realized that I was in a huge room with high ceilings. I was astounded by the opulent décor – an over the top Russian palace version of gilt and glitz. It was so totally unexpected; I didn’t know which way to turn. Everything was gold, and embossed, and bedecked. I was Alice in Wonderland.

This was a joint meeting of our chapter and the American Marketing Association.
We heard from the Tatiana’s staff that they do all sorts of events, weddings too, and serve meals (including a Sunday buffet) and can host over 600 people. On the weekends, it’s the full experience -- their cabaret show.

The presentation was on marketing to the gay traveler. Richard Gray, the Rainbow Alliance’s liaison to the Greater FLL CVB, member of the MAC committee, and owner of the Royal Palms in Fort Lauderdale, presented historical background on our destination’s marketing. He outlined how attitudes about the gay traveler have improved, how this is the fastest growing travel segment, and how the amount of money spent to attract this market segment has dramatically increased over the years. He noted that the Greater Fort Lauderdale CVB has been a pioneer in this area. In fact, Fort Lauderdale is the recipient of several nominations by gay-oriented media. Our area was most recently recognized and awarded the designation as the top destination in the world for gay travelers. And now, because of Fort Lauderdale’s lead, the state of Florida will be spending, for the first time, significant monies on this market.

We also heard from Jim Walsh of Travelocity who spoke of their website’s research to attract and retain the gay market. He made several suggestions regarding selling to this segment with the first and foremost among them to find your comfort zone and decide on the extent of your commitment.

A new feature of our chapter is the ability to be able to see the entire meeting and presentation via web casting with special thank you’s to Dan Cohen of Media 17. The website link is: www.media17.com/hsmai

Our “table of eight” was actually a table of ten and all “new to me” people. We enjoyed a delicious meal (especially liked that apple strudel desert). Got to chat extensively with Jennifer Petigrow, Corporate Sales Manager, Deerfield Beach Hilton and Jenny Dryer, Group Sales Manager, Seminole Hard Rock Hotel. We spoke about the Governor, the history of gambling, Florida tourism, future expansion plans for the Hard Rock complex, and packaging for groups; I sat next to Dimitri Bakoulis, Group Sales Manager, also with Deerfield Beach Hilton. Rounding out our table: Bryan Daniel (YaDa Chef) who specializes in catering small events from store openings to private parties; Ron Schmidt and Christine (The Schmidt Group) whose ad agency also does interactive marketing; and Joseph Yacino, Sales Manager (Coral Springs Marriott). Hope to see you on Nov 13 at FIU for another great learning and networking opportunity.