Greater Fort Lauderdale’s Urban Experience
Greater Fort Lauderdale’s Urban Experience
The multicultural travel market has become one of the fastest growing segments in the travel industry. Over a decade ago, the Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB), recognized the area’s appeal and reputation among African American, Caribbean American and Hispanic travelers and created a department specifically to market to the multicultural traveler and pursue large-scale events, groups and convention business. Spearheaded by Albert Tucker, Vice President Multicultural Business Development for the CVB, black organizations are discovering that the lure of Greater Fort Lauderdale goes far beyond the enticing views of the ocean and the beaches.
Tucker has taken a unique approach to luring black organizations, highlighting the opportunities for these groups to not only bring tourism dollars to the destination, but also impact the economic development of local Black communities and celebrate African American history and culture.
A major component of the multicultural marketing plan is cultivating and maintaining relationships with local leaders and members of national organizations. The GFLCVB assists Black professional organizations, meeting in Broward County, plan projects in the historic Black Sistrunk Boulevard community which is a hub of cultural and economic revitalization including the landmark African American Research Library and Cultural Center and the Midtown Business and Arts District.
“Everything we do is about community partnerships and relationships that encourage growth,” Tucker said. “We’re bringing tourism off the beach and back onto the Sistrunk corridor, which means economic viability to the city and community.”
Greater Fort Lauderdale has taken over the national spotlight as the major destination of choice for the country’s most prominent African American groups. Tucker’s approach is paying dividends with groups such as the National Urban League which announced plans to convene its star-studded annual conference for the first time in Fort Lauderdale in July, 2015. The city won out over nine other competitors due to the high profile community development programs of the Urban League of Broward County and the community involvement of the GFLCVB.
The American Tennis Association (ATA), the country’s oldest organization for Black tennis players, has announced plans to make Greater Fort Lauderdale the permanent home for recreational tennis and the training of future professional players and to create a Black Tennis Hall of Fame to showcase historical memorabilia. For the past two years the ATA hosted its National Championships and Conference in Broward County and will continue to host the event annually in Greater Fort Lauderdale.
Additionally, a wide range of African American professional organizations, including recently the Progressive National Baptist Convention, the annual Jazz in the Gardens music festival featuring top national talent in jazz, R&B, hip hop and gospel, international cricket, soccer, as well as world-class African American and Caribbean cultural presentations have all been hosted in Greater Fort Lauderdale.
These developments, combined with affordable accommodations and world class meeting facilities, are thrusting Broward County into the national and international spotlight and making Greater Fort Lauderdale a preeminent destination for multicultural group meetings and conferences.
