“We’re No. 1.” At least, that’s what local officials are saying following the results of two travel surveys.

Spring finds Orlando in seasonal transition — not quite tropical but with plenty of warm temperatures and sunny skies, especially as compared to the rest of the country.

Beautiful weather aside, a pair of recent industry professional studies suggests business and leisure travel to the destination is beginning to recover. Both the meeting planner and travel trade groups that were polled in separate surveys ranked Orlando as the top location to book travel to this year. Read more

Orlando lands a high-profile mega tradeshow by blowing out the Windy City.

“Plastics.”

Ever since Mr. McGuire uttered that single word in the 1967 film “The Graduate,” the world has never been quite the same. Think about it. The plastics industry is everywhere, literally. Cups. Computers. Cars. And now Orlando.

NPE2012 and NPE2015, the next two installments of a mega plastics tradeshow, will take place at the Orange County Convention Center. The show is a tri-annual event produced by SPI: The Plastics Trade Association. More than 64,000 industry representatives registered for NPE2006 and 44,000 visitors were estimated to have attended NPE2009.

Overnight, NPE has become the destination’s second-largest tradeshow, outsized only by the International Homebuilders’ Show, which drew 92,000 attendees during the 2008 event in Orlando. Yet, what makes this an even bigger deal is that the international exposition has been held at McCormick Place in Chicago since 1971. Nearly 40 years later, Orlando has the opportunity to become NPE’s new home for many decades to come.

Bringing the tradeshow to Orlando was a true team effort between the Orlando/Orange County Convention & Visitors and the convention center, with additional support from the Metro Orlando Economic Development Commission and the Central Florida Hospitality & Lodging Association, as well as community leaders including Orange County Major Richard Crotty and county commissioner Tiffany Moore Russell. The combined regional economic impact for the 2012 and 2015 tradeshows is projected to be approximately $200 million, based on projected attendance and spending figures.

“Landing NPE is an outstanding opportunity for the destination, and it is a strong validation of the value and service we provide to meetings and conventions,” comments Gary Sain, president and CEO of the Orlando/Orange County CVB. “While other cities in our competitive set, like Atlanta, Chicago and Las Vegas, each have their own unique strengths, Orlando’s cost-saving opportunities, innovative offerings and continued commitment to high levels of service won out.”

The reduction in expenses for both attendees and exhibitors — a subsequent study revealed the move could save the plastics industry nearly $20 million — was one of the prime motivators for the switch. From on-site hauling and labor expenses to travel and lodging, Orlando proved to be a great value for the tradeshow’s attendees and exhibitors.

Other factors were in play, too. The convention center, the second-largest convention facility in the country, was a key element in being able to provide the functional assets that were required for the NPE’s enormous exhibit space and electrical needs; NPE is the largest tradeshow based on weight density and power drawn by equipment operating on the floor. The destination’s selection of hotels that are available at a wide range of price points, with nearly 11,000 rooms within walking distance of the convention center, was another asset that worked in Orlando’s favor.

“Orlando also was the clear winner with customer service,” says William Carteaux, president and CEO of SPI. “At the end of the day, Team Orlando won the bid because of its team and community effort, professionalism, dedication to service, partnership mindset — we’re not just a customer — and innovative spirit. Orlando truly made the discernible difference.”

With the win of the plastics show, Orlando is seemingly on a roll. The thinking, apparently, now is that if a large, well-established tradeshow is motivated enough to leave a destination after almost four decades, why can’t others? In early December, for instance, Lucasfilm Ltd. announced it was holding the 2010 Star Wars Celebration V event at the convention center, another first for Orlando. Attendance for the Star Wars Celebration has fluctuated between 12,000 and 29,000 visitors since its inception in 1999.

Those are just two recent examples of the conventions and tradeshows that have been secured by the Orlando/Orange County CVB convention Sales team, in partnership with the convention center. During 2009, more than 1.4 million future attendees, with a $1.5 billion in economic impact to the regional community, were booked into the destination by the Orlando/Orange County CVB. With these ongoing victories, maybe the force really is in Orlando.

Editor’s note: To learn more about how Orlando markets the destination to global meeting, convention and tradeshow groups, visit www.orlandoinfo.com/cvb.

Orlando rolls out a new sales approach to attract citywide conventions.

Agile has become the popular description for organizations that successfully navigate and respond to both positive and negative market forces. The reference is especially applicable for groups within the business travel industry that have adapted their sales and marketing strategies to deal with the declining attendee visitation Orlando is currently experiencing.

With attendance at the Orange County Convention Center down 15 percent through September, compared to the same period last year, the opportunity to improve this performance has never been more critical.

In response, the Orlando/Orange County Conventions & Visitors Bureau recently announced a multifaceted vision for a new meetings and conventions sales approach that is designed to expand its sales reach and deliver enhanced value and partnership to customers and the industry at large. “Roadmap 2010” involves a series of changes beginning in late 2009 to impact future sales efforts.

Those changes include:

* Promoting Tammi Runzler from vice president, convention sales and services, to senior vice president, convention sales and services, to oversee the organization’s worldwide meeting, convention and trade show sales.

* Creating a senior vice president of strategic sales and industry relations position, located in Washington, D.C., or Chicago, responsible for long-term citywide sales and industry relations with key strategic partners.

* Hiring longtime Marriott sales director Ken Barnett as director, corporate accounts development. The position is focused on new citywide corporate business development and enhanced visibility within this overall market.

* Partnering with the Orange County Convention Center on an integrated citywide sales force pilot program to streamline client interfacing with the destination and to support increased convention business development for the convention center and the destination.

* Developing an industry white paper on the future direction of the meetings industry, as a result of recent economic and political pressures, with insights into the changing attitudes of meetings’ professionals.

* Producing an annual educational series of seminars designed for meetings professionals.

“We’re reinventing how we sell and service the convention district as it expands with new hotel and entertainment offerings, and as the global meetings and conventions industry continues to rapidly evolve,” comments Gary Sain, president and CEO of the Orlando CVB. “Our ‘Roadmap’ allows us to more fully capitalize on all sales opportunities while delivering our clients the best value and service available anywhere in the country.”

Runzler will colead the integrated sales teams with Yulita Osuba, senior director, sales and marketing, for the Orange County Convention Center. The combined sales force includes 10 account managers from the Orlando CVB and seven from the convention center, making it one of the largest destination sales forces in the country focused on citywide conventions. The integrated sales force has its offices at the convention center.

The move streamlines the proposal process, enhances communications and reduces duplicative efforts, as well as provides a central location for planning and servicing meetings, conventions and trade shows. This shared vision and mutual cooperation with community and industry partners is a good example of the destination working together in real time to rebuild and expand Orlando’s citywide convention business.

“The new structure allows us to work faster, smarter and more efficiently,” says Tom Ackert, executive director of the Orange County Convention Center. “This combined ‘dream team’ is something planners have asked for, and we’re thrilled to now have the capability to more effectively cross-sell our products and services.”

While the convention sales force aggressively pursues future bookings, the marketing strategy to engage relevant audiences has shifted to keep pace. Reaching meeting planners in a variety of industries — such as medical, insurance, sports, technology and retail — is still the focus. Yet, another segment has joined the mix — C-level executives, those who make the definitive “go” or “no-go” decision on the location of a meeting. A campaign targeting C-level executives on the value and affordability of business travel to Orlando is currently under way.

Rather than continuing with the same plan and expecting different results, the Orlando CVB, along with its partnership with the Orange County Convention Center, is adjusting to the realities of the current economy. With the newly integrated sales force and additional marketing push, Orlando is well positioned to win a disproportionate share of domestic meetings and conventions.

Editor’s note: To learn more about the way Orlando markets the destination to global meeting, convention and trade show groups, visit www.orlandoinfo.com/cvb.

A new study underscores the way business travel generates “profit” for companies that make the investment.

The past year has been understandably hard on the tourism and travel industry, both locally in Central Florida and domestically across the country. Within the leisure travel space, economic uncertainty — combined with consumers’ limited access to credit lines and their high unemployment rates — has forced many American families to cancel or curtail vacation plans. Read more

An increase in visitors in 2008 over 2007 didn’t happen by accident. The Orlando CVB’s story behind the numbers reveals campaign success.

Think the sale of Orlando as a travel destination merely happens without a plan?

Think again.

Consider the work of the Orlando/Orange County Convention & Visitors Bureau Inc., which globally brands and markets Orlando as the premier leisure and business travel destination. Read more

The Orlando/Orange County CVB keeps up the pressure to book more medical meetings. The outlook is healthy.

On Sept. 18, 2008, the Orlando/Orange County Convention & Visitors Bureau Inc. hosted more than 100 community and business leaders at the inaugural Orlando Medical Meetings & Tourism Summit. It was the first such local forum on ways to market Central Florida as the leading medical meetings destination.

During the summit, a consensus was reached to focus on building a brand platform as well as developing an overall plan to pull in an even greater share of medical meetings.

Good timing.

Read more