On this episode of Destination on the Left, I talk with Stacy Ritter, President and CEO of Visit Lauderdale, about the importance of serving your community and residents first. We discuss how she approached the realities of the cultural divisions in her state and how her organization has helped her community stay true to who they are and share that message with others. We also discuss Visit Lauderdale’s upcoming exciting new projects and creative collaborations.
What You Will Learn in This Episode:
- How Stacy approached Visit Lauderdale’s rebrand by focusing on inclusivity and service to the community
- Why she believes in speaking out against the cultural wars in Florida, and how it reflects the values of her community
- Strategies Visit Lauderdale uses to stand out in a crowded travel and tourism marketplace
- Exciting collaborations that Visit Lauderdale has with destinations like Provincetown and Palm Springs
- What exciting new developments are on the horizon for Visit Lauderdale, including the convention center expansion and partnerships
- Stacy’s perspective on representing and reflecting community values in destination marketing
Rethinking the Brand
We dig into the rebranding process for Visit Lauderdale. Dissatisfied with the previous tagline, “Hello Sunny,” Stacy led a brand overhaul to better reflect the vibrant diversity of the area. The new tagline, “Everyone Under the Sun,” focuses on inclusivity and much better represents the multicultural population of Broward County, which includes 170 nationalities and 148 languages.
Stacy shares the importance of understanding residents first and genuinely believes that when the community is happy they are positive ambassadors for a destination.
Values-Led Leadership
Throughout our discussion, Stacy shares her perspective on the importance of values-led leadership. Visit Lauderdale is committed to inclusivity, economic growth, and resident welfare. This values-centric approach improves community relations and helps craft genuinely magnetic marketing campaigns that have an impact.
Exciting Developments on the Horizon
Visit Lauderdale has some exciting projects on the horizon, including the $1 billion expansion of the Broward County Convention Center and the new 801-room Omni Hotel, expected to open in September 2025. These new projects will significantly improve Fort Lauderdale’s ability to host larger conventions and attract international attention.
The renovation of Pier 66, a historical site and iconic building, is just one example of how Fort Lauderdale is preserving its heritage while integrating all the attractions that contemporary travelers are looking for. Stacy is looking forward to these future developments drawing in more visitors and improving the overall experience of the area.
Resources:
- Website: https://www.visitlauderdale.com/
- LinkedIn Personal: https://www.linkedin.com/in/stacy-ritter-10454917/
- LinkedIn Business: https://www.linkedin.com/company/gflcvb/
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