Successful Visit Florida doesn’t deserve bad press
I found it rather interesting to read the Wednesday editorial, “Boost public scrutiny of Visit Florida,” and Scott Maxwell’s commentary, “Visit Florida addicted to secrecy,” in the same edition.
I have a unique understanding of Visit Florida and Visit Orlando, as I headed up the Florida Division of Tourism under Gov. Bob Graham from 1979 to 1983. I also have served Visit Orlando in four capacities: executive board, board of directors, finance committee and chairman of the global marketing committee. I have spent 40 years in the tourism industry — 34 of those in Florida.
I’m disappointed the Orlando Sentinel has not focused more on the positive aspects of tourism. This industry in Orange, Seminole and Osceola counties employs 285,000 people directly and 450,000 people indirectly and generated more than $395 million in sales tax last year. And let’s not forget the economic impact of this industry in our community is more than $65 billion.
I agree that Visit Florida’s budget should have oversight, but I also know firsthand some contracts do have proprietary information that could jeopardize the relationships. The CEO of Visit Florida is grossly underpaid for a $100 million budget. Compare his salary to publicly held corporations, and there is no comparison. I made $44,000 in 1983 running the Florida Division of Tourism with a $10 million budget. You do the math.
Honestly, the public does not care about the salaries. Only the media care because it may incite some outburst of indignation. We have no state income tax because of the tourism industry. Yes, we are a service industry with starting salaries at minimum wage, but there are a large number of high-paying jobs as well. Where would all those people be if we did not have those jobs? On welfare? Doing nothing? The Sentinel’s attitude is the glass is half-empty, but there is a glass that is half-full. Our industry’s health has an impact on business in our communi-
every
ty.
Visit Florida’s job is developing new markets, while maintaining existing markets so travelers don’t go anywhere else. It’s the job of Visit Florida. It’s no different than Visit Orlando protecting its destination’s success. The Sentinel’s job is to sell newspapers in a diminishing industry.
Tourists, not locals, paid for the Citrus Bowl, the Dr. Phillips Center for the Performing Arts and Amway Center — venues enjoyed by local residents. Why is that not promoted more? The Orange County Convention Center annually brings in 1.8 million visitors who fill the businesses on International Drive, while creating hotel demand throughout the area.
If it were not for destination marketing organizations, we would not have many of the amenities we have today as residents, including a phenomenal airport.
Do we really care how much people make? I don’t. I care about how much they achieve.