SATURDAY, JUNE 24, 2006

Visit Florida GLBT Tourism Task Force

State tourism board to increase gay marketing
Visit Florida approves task force to study how to grab gay and lesbian tourists

By PHIL LAPADULA
Saturday, June 24, 2006

The board of directors of Visit Florida, a statewide tourism organization, has approved the creation of a task force to study strategies for attracting more of the gay and lesbian travel market.

The board voted June 15 to create the Gay, Lesbian, Bisexual & Transgender Task Force. Joe Van Eron, owner of Liberty Suites, a gay hotel in Dania Beach, has been appointed chair of the task force.

“It’s a major step forward for gay tourism in Florida,” Van Eron said. “The board did not make a lifestyle decision; it made a good business decision.”

Van Eron said the task force will be composed of six to eight people representing various segments of the tourism industry and regions of Florida.

The group will make recommendations on how to best spend advertising dollars and promote the state to gay tourists. There will be an emphasis on international marketing efforts, Van Eron said.

No gay-specific ads

“We will be mapping out a three- to five-year marketing plan,” Van Eron said.

Vanessa Welter, director of communications for Visit Florida, said the organization spent about $100,000 last year on gay marketing efforts and will be looking at increasing that number.

“The task force will examine what we’re currently doing and what we need to do to attract the gay market,” Welter said.

Visit Florida has similar marketing programs for African-American and Hispanic tourists, Welter said.

Welter noted that gay and lesbian tourism is a $50 billion market worldwide, according to a 2000 study by Tourism Intelligence International. The gay market accounts for 10 percent of the total U.S. travel market, Welter said.

The 3,500 members of Visit Florida include large hotel chains, smaller properties, restaurants, Walt Disney World and numerous other types of hospitality businesses, Welter said. The organization is a public-private partnership that receives about $24 million in public funds from the Florida Commission on Tourism, which is appointed by the governor.

Only about $12 million of Visit Florida’s budget is earmarked for advertising, so the organization has to be thrifty in how it spends its money, Welter said.

For example, it runs only generic ads in the various markets, including the gay market, Welter said. It’s most recent advertising in the gay market included an ad in Passport, a gay travel magazine. She said the organization probably couldn’t afford to run gay-specific ads.

Statewide approach is rare

A statewide approach to gay tourism marketing makes good business sense for a state like Florida, said Jerry McHugh, manager of market research for Community Marketing, a gay travel research company based in San Francisco.

“It makes a lot of sense to me that Florida would market statewide because so many gay tourists visit more than one city during trips to Florida,” McHugh said.

He noted, for example, that it’s not unusual for gay tourists to combine a trip to Key West with a visit to Fort Lauderdale or Miami Beach.

And visitors to Orlando, where Gay Days takes place each year at Disney World, often venture over to St. Petersburg, where there is a popular gay resort.

But he pointed out that statewide marketing to the gay market is rare. Most of the gay travel marketing in the United States is done by city tourist boards, he said. Cities with significant gay travel marketing programs include New York, Philadelphia, Las Vegas, San Francisco, Dallas and Fort Lauderdale, McHugh said.

He added that Canada has had a lot of success with national marketing efforts aimed at gay tourists. In fact, he said Canada’s gay tourist boom in recent years has been partly the result of the gay marriage issue, but also the result of aggressive marketing efforts by Canada’s national tourism commission.

“It’s been incredibly important for Canada,” he said. “Our research showed that more gay and lesbian tourists visited Canada last year than visited Europe.”

© 2006 | A Unite Media Publication

VISIT FLORIDA Announces New Board of Directors Officers

TALLAHASSEE, Fla. (June 26, 2006) - VISIT FLORIDA, the state’s official source for travel planning, announced the appointment of its new officers and committee chairpersons.  Donna Ross and Nicki Grossman, were named as Chair and Chair-elect of its Board of Directors for the 2006-07 Fiscal Year, which begins July 1.  The official announcements were made during VISIT FLORIDA’s quarterly Board of Directors and Florida Commission on Tourism meeting held in Fort Myers, at the Sanibel Resort and Spa.

Finally, in response to the growing niche market of Gay, Lesbian, Bisexual and Transgender travelers who spend in excess of $76.5 billion dollars per year on vacations, VISIT FLORIDA has created a new task force to create strategies to better reach this emerging market. Joe Van Eron, President of the Dania Beach Tourism Council and proprietor of Liberty Suites in Dania Beach, has been selected to chair this task force for the 2006-2007 fiscal year.

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Gay South Florida

South Florida resort honored by Pink Choice Awards

PROVINCETOWN, MA. - Pink Choice (www.pinkchoice.com), a trusted website for gay and lesbian travelers seeking information about accommodations worldwide, is pleased to announce the winners of its 2007 Pink Choice Awards. The Pink Choice Awards highlight gay friendly properties that earned the highest traveler ratings in their price range for a second year in 2008.  Ratings take into consideration essential categories such as guests' first impressions, check-in, staff, and overall value.

"Pink Choice Award winners deserve the highest praise, having captured the loyalty of so many of our members," said Trevor Pinker, co-founder of Pink Choice.  "Gay and lesbian travelers today expect more from their hosts, and our winners have answered the call by providing welcoming, relaxing safe havens for guests from around the world."

Stephen Mascilo, co-founder of Pink Choice, added, "Celebrating our second annual Pink Choice Awards, we are thrilled to see that while destinations well known to gay travelers remain highly ranked, new regions are also attracting visitors by providing outstanding service and amenities.  We enthusiastically congratulate both our repeat winners and those properties receiving their first Award!" The winner is: $$ Price Brand

 Liberty Suites, Fort Lauderdale
About Pink Choice
Pink Choice (www.pinkchoice.com) is the most reliable, honest and trusted web site for gay and lesbian travelers seeking information and reviews about accommodations worldwide. Reviews and background on the website help gay and lesbian travelers choose the type of accommodation that meets their needs.  Armed with information, they can be confident that when they arrive at their destination there will be no surprises and they will be made to feel welcome. Since launching in 2006, Pink Choice has expanded to include over 200 global destinations covering 1000 hotels, inns and guesthouses.  The site has over 4,000 registered members.

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GREATER FORT LAUDERDALE

SUPERIOR SMALL LODGINGS AWARDED FOR EXCELLENCE

GREATER FORT LAUDERDALE – May 14, 2004 – Small in size, unique in style, special in service, and big on value are just some of the characteristics of Greater Fort Lauderdale’s Superior Small Lodgings. Three distinct small lodgings were honored at the Annual Superior Small Lodging Awards Gala, held Friday, May 14 at the Broward County Convention Center.  Each Superior Small Lodging is reviewed on a yearly basis by an independent inspector.

The 2004 Award of Excellence for Best Outdoor Renovation was presented to Joseph Van Eron & Jack Zimmerman of Liberty Suites in Dania Beach.  The original 1950's era house and 1930's cottage received a major transformation, including new roofs & gutters, plumbing, electrical, lighting, structural, painting & windows. The garage was converted into a one bedroom Carriage House with a private patio, a rear porch into a canopied guest lounge & a breakfast room with outdoor seating.  The entire property was excavated, privacy fenced, patios installed and landscaped to achieve the sense of a privately enclosed tropical enclave.

For more information about Greater Fort Lauderdale and free copies of the destination's new Superior Small Lodging guide contact the Greater Fort Lauderdale Convention & Visitors Bureau, 1850 Eller Drive, Suite 303, Fort Lauderdale, FL 33316; call 800-22-SUNNY (U.S. and Canada); website at www.sunny.org.

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Superior Small Lodging Proprietor Goes Above and Beyond in 2006

BOCA RATON, Florida – December 15, 2006 – What does it mean to go Above and Beyond?  Well meet Joe.  Joseph Van Eron that is.

 Superior Small Lodging announced the winner of the 2006 Above and Beyond Award during its annual meeting at Lynn University, Boca Raton.  The honoree was Joseph Van Eron, Proprietor, Liberty Suites, Dania Beach, and Founder & President of the Dania Beach Tourism Council.

“This is our opportunity to recognize the person who really stood out and exhibited the shared values of this organization – quality operations and personalized service,” said Nancy Shaller, outgoing Chair, Florida Superior Small Lodging.  “Joe was it for us in 2006.  He is very much about providing service that’s unexpected, extraordinary, unnecessary, surprising, caring and perhaps even entertaining and outrageous.  Whatever it took, Joe went above and beyond the call of duty,” Shaller said.

The Superior Small Lodging Above and Beyond Award is designed to recognize and reward individuals who, consistent with the association’s goals, have gone above and beyond their formal, identified innkeeping duties to community involvement and leadership.  The criteria for the are to: perform in a manner which reflects Superior Small Lodging’s requirement of excellence in service with compassion, vision, and integrity; and recognize and acknowledge that individual attitudes and actions affect the tourism industry as a whole.

In industry circles, Van Eron has a reputation for his thoughtful and collaborative approach in helping cross-functional teams work effectively together.  “Superior Small Lodging’s Above and Beyond Award recognizes Joe for his overall effort on marketing Florida’s tourism,” said Catherine Arthur, Executive Director, Superior Small Lodging Association.   “Joe’s personal dedication is outstanding by every measure.  He is proprietor of a Superior Small Lodging in Dania Beach.  He significantly contributes as Chair to Visit Florida’s Gay, Lesbian, Bisexual, and Transgender (GLBT) Task Force and how it operates within a mainstream market.  He proactively identifies issues before lodging operators and implements solutions that are key to a positive outcome.  He supports a series of Broward County marketing activities resulting in maximum impact to travelers and a high quality delivery to visitors.  In all, Joe’s efforts offer real business value in the professional circles he’s affiliated with and certainly from a continuous improvement/operations standpoint,” said Arthur.

“He makes certain all players understand the work he is doing and how they may be impacted,” says Paul Faulise, former Chair of Superior Small Lodging.  “Thanks to Joe for his exceptional work in 2006, supporting Superior Small Lodging and his fantastic consultative attitude.   I think we all like people who don’t just do things right - but do the right things, and in our business it's often a struggle to know what's right,” stated Faulise.

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Dania Beach Hotelier Receives F.S.S.L.A. 2007 Dermody Award

FORT LAUDERDALE, FLORIDA - December 3, 2007….At the conclusion of the 2007 Superior Small Lodging Conference at the Broward County Convention Center, the Florida Superior Small Lodging Association presented the 2007 Dermody Award,“FOR EXCELLENCE IN LEGISLATIVE ACTION”, to Joseph Van Eron, Proprietor, Liberty Suites, Dania Beach, Founder & President of the Dania Beach Tourism Council, and FSSLA Board member…recognizing Van Eron’s tireless efforts for the survival of Florida’s Small Hotels during the 2007 Legislative sessions.

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Dania Beach Hotel Receives F.S.S.L.A. 2008 White Glove Award

CLEARWATER, FLORIDA - December 01, 2008….At the conclusion of the 2008 Superior Small Lodging Conference at Bellevue Biltmore Resort, the Florida Superior Small Lodging Association presented the 2008 Donal A. Dermody White Glove Award, “FOR SUPERIOR HOUSEKEEPING”, to Liberty Apartment & Garden Suites in Dania Beach. This prestigious award is reserved for those few properties that have scored a perfect 100% rating for the SSL annual Quality Assurance Program, which insures Florida travelers the highest possible standards for housekeeping and maintenance which are maintained on a professional quality level.  

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Business has been brisk at Liberty Suites in Dania Beach.

But despite a record number of visitors to the 18-unit hotel this year, the owner predicts that when all his bills are paid he'll barely break even.

''We are seriously thinking about making this our last season,'' said Joe Van Eron, who has owned the hotel with his life partner, Jack Zimmerman, for nine years. ``This is our livelihood. We built our retirement on this. We're getting to the point where we're constantly working for nothing.''

For years, rising property values and tempting offers from developers have led dozens of small, relatively inexpensive Broward hotels to close, making way for new high-rise hotels and condos.

Some have hung on. But now, rising property taxes and insurance costs, coupled with higher electric bills, are cutting into profits and leaving many with little choice but to fold.

Many of the small hotels that line U.S. 1 or A1A through Broward County and sit in clusters near Hollywood and Fort Lauderdale beaches offer quirky slices of Old Florida. Some cater to Canadians or Northeasterners; others, such as Liberty Suites, market themselves to gay vacationers. Rates are usually lower than at large hotels, and many have kitchens that attract people for longer stays.

This year, Van Eron had to raise rates about $50 a week to help cover rising costs. He has seen drastic increases in nearly every bill he pays.

NO CAP ON TAXES

Unlike for owner-occupied homes, there is no cap on how much taxable value of business structures can increase each year. So in the past five years, Van Eron's property taxes have increased by about $12,000.

Insurance costs have gone up by roughly $9,000.

''You get to the point where you say how much can you add to a room rate and still be competitive?'' Van Eron said. ``You have to absorb it.''

Since 2000, about 50 hotels have closed in Broward County, said Nicki Grossman, president of the Greater Fort Lauderdale Convention & Visitors Bureau.

The bulk of them were smaller hotels.

Despite some smaller hotels going out of business, there are 1,500 more hotel rooms in Broward County than in 2000.

BIG GUYS GET BIGGER

''The face of our business has changed,'' Grossman said. ``Instead of having a larger number of small properties, we have more rooms in the larger hotels.''

There are about 200 small hotels -- with 50 rooms or fewer -- in Broward County today.

''What we've seen is the hotels that have gone out of business have gone out because they sold their property to a hotel developer or condominium developer,'' Grossman said. ``Some people in business in smaller hotel properties are making the decision they'd rather cash in now.''

CONDOS MOVING IN

To the south, Sunny Isles Beach has undergone even greater change. Many of the eye-catching, low-rise beachfront motels in the northeast Miami-Dade County resort town have been demolished to make room for high-rise condominiums. Along the Collins Avenue strip, condominium construction was too lucrative to pass up.

Many of the small innkeepers who remain pride themselves on unique properties and service.

Mahogany furniture and trinkets from the Keys welcome visitors at the Ernest Hemingway suite at Estoril Paradise Inn.

''There's absolutely personalized service,'' said John Ambrosio, who with wife Aileen runs the 16-room inn and the neighboring four-unit Ambrosio's Inn. They know the guests by name, and many come back year after year to the hotel, whose rooms sport a variety of interiors.

''It's the uniqueness, something that's different from everyone else,'' said Ambrosio, who is on the board of the Florida Superior Small Lodging, a trade organization.

Members' big concerns, he said, are loss of business from the hurricanes of the last two years and increasing property taxes and insurance costs.

''I think we're all trying to stay and do the best we can,'' said Ambrosio, who saw taxes on his buildings rise 40 percent and 200 percent over the past couple of years. He added $5 to $10 a night to the room charge to help offset the added expenses. ``If we sell, what else will we do? They're in it for the long run trying to do the best they can to make the business survive before selling. I think pretty much that's most of us.''

Small hotel owners have, like many in Broward, come to appeal their property tax bills. But Bob Wolfe, a spokesman for the property appraiser's office, said there is often little the office can do. As land surrounding these properties is developed, the values of the property rises.

''If right next door, land is selling for prices we're assessing it at, it's tough to play with those numbers,'' Wolfe said. ``Our job is to report market values. I know that puts people under the gun who run a small motel.''

Wolfe pointed to Lauderdale-by-the-Sea, where a number of small hotels along A1A have been razed, with condominiums planned in their place.

When Donna Boucher and her husband Dwayne got the tax bill for their 11-unit Manta Ray Inn they had a tough decision to make.

''This year when we got tax bills we either had to close the doors or raise the rates by 10 percent, and that doesn't cover it,'' said Boucher, who reports a property tax hike of 102 percent over last year. ``You can't cut down on quality of service.''

DEMAND IS THERE

Running the beachside inn is a 24-hour job. She said she hasn't had trouble attracting people to the hotel.

''People want a place with a kitchen, a little more unique, where they can feed their kids breakfast and lunch and go on the Broadwalk for dinner,'' Boucher said. ``Hollywood has that. Unfortunately, it's just getting too expensive. The customers are there, but we just can't make ends meet.''

The two came from Ontario about 15 years ago and bought the inn overlooking the Hollywood Beach.

''We love it here, but taxes are going to force us out of business eventually,'' Boucher said. ``We cannot pass a 102 percent increase onto customers.''

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