Fort Lauderdale Promotes Itself as an Ideal Family Destination

Fort Lauderdale is focusing promotional efforts on educating travel agents and their clients about its appeal and attractions as a family-friendly vacation destination.

“In the past we promoted ourselves as a beach destination but did not focus on how ideal Fort Lauderdale is for families,” said Fernando Harb, director of sales for the Greater Fort Lauderdale Convention and Visitors Bureau.

“We get many comments about that, especially in comparison to Miami, which is more of an international and nightlife destination. We realized that there is a niche for these families and that we needed to get that story out.”

Earlier this year, Fort Lauderdale launched an advertising initiative with the theme, Be a Superhero. Take Your Family To Greater Fort Lauderdale.

Two-for-one deals
The campaign included television commercials, one featuring a little boy and another a little girl, extolling the virtues of Fort Lauderdale. The commercials were released in conjunction with promotion of the destination’s Super Summer Savings program, which provides two-for-one deals on a variety of attractions and services. The program is currently under way and runs through September.

The two-for-one deals amounts to “a family of four paying the price of two people,” said Harb. “One of the issues when it comes to traveling with extended family is that it gets pricey. We made family travel affordable with Super Summer Savings and have many partners that accept the two- for-one card.”

Super Summer Savings options are added each year. Summer 2011 additions include: a catamaran yacht cruise; a nature center; scuba lessons and dives; restaurants; and the Young At Art Children’s Museum, a hands-on attraction.

Travel agents or their clients can download the list of participating partners and access coupons to use; or, they can order online and have physical cards mailed to them. (Please see Resources at the end of this story.)

“As a destination we have built up some great attractions that kids go crazy for,” Harb told Travel Market Report. “One of my favorites is the Museum of Discovery and Science, which is an interactive, hands-on museum for kids. They can find out how an airplane works or learn about chemistry and physics. It’s five minutes from everything and a tremendous draw for families. It’s as popular as an amusement park.”

There’s much more for youngsters, according to Harb, including attractions like Butterfly World, where visitors can share space with thousands of butterflies; and Sawgrass Recreation Park in the Everglades, which brings explorers up close to alligators and other wildlife. Noted Harb, “What kid doesn’t want to come up close with an alligator?”

Tips from travel sellers
Jane Vickery, a home-based agent in Framingham, Mass., described Fort Lauderdale as “perfect for families because there is so much to do for kids and their parents. Also, it’s almost too easy to get into the destination and to get around. It’s one of the best airports for arrival in south Florida.”

Fort Lauderdale “is very much a multi-generational place. There are lots of natural attractions for kids and great shopping for grownups,” said Vickery.

She recommends her Lauderdale-bound family clients experience some of the Intracoastal Waterway, which runs through Fort Lauderdale. The area has 300-plus miles of navigable inland canals that stretch from the Atlantic Ocean to the Everglades. Sightseeing along the Waterway offers everything from centuries-old mangroves to multi-million dollar mansions.

“It’s great because there are so many stops to get on and off, and the boat pilots are really entertaining,” Vickery said. “The operators can pick you up at many hotels.”

And speaking of boats, “Kids really love the airboats that you can ride through the Everglades,” she added.

Anita Konick, a travel counselor with Haddad Travel in Cambridge, Mass., recommends an amusement area called Boomers!, which offers Go Karts, mini-golf and other fun pastimes. The attraction is located right across from the airport. “I like to go there myself,” Konick said.

The price of air and they ease of getting around are key reasons why Fort Lauderdale is well suited to families traveling with children, she added. “Airfare is usually cheaper, and it’s easier to get from the airport to the beaches and hotels.”

Family attractions
The Museum of Discovery and Science, already one of the top attractions in Fort Lauderdale for families, will open a new wing in November, doubling the current exhibit space. A traveling exhibit on Animation, created by Cartoon Network, is currently running through Sept. 5.

On the first floor one of the museum’s permanent exhibits is “mainly a live habitat,” said Marlene Janetos, vice president of visitor services and marketing. The exhibit includes a living coral reef, sharks, a huge lobster, turtles, alligators, and more.

Upstairs the focus is on the physical sciences. Exhibits include a number of flight simulators, one of which simulates a ride to Mars. Janetos said all of the museum’s exhibits are interactive, which makes them very popular with kids.

The museum is opening a 34,000 square-foot EcoDiscovery Center Nov. 11, 2011.  The new attraction will feature interactive exhibits including a simulated airboat ride, an indoor/outdoor otter habitat, a prehistoric Florida dig pit, a storm center and more.

Everglades learning experience
Nature takes center stage as well at Sawgrass Recreation Park, a family-owned facility that focuses on educating visitors about the Everglades.

“This gives kids a chance to interact with alligators and see animals they’ve never seen before,” said Melissa Auld Soverns, director of operations. “The educational component is a big part of every visit and the emphasis is always on the environment.”

The attraction offers airboat rides and exhibit areas that display reptiles and exotic animals found in the Everglades. Soverns said the park will work with agents on group rates.

Butterfly World is another popular attraction for family visitors, and includes guided tours geared to children. Depending on the season, there are as many as 10,000 butterflies in screened-in aviaries, according to Sarah Botto, a manager at Butterfly World. The attraction will work with agents on group rates.
 
Ease of entry and exit
Ease of entry at  Fort Lauderdale–Hollywood International Airport and the availability of low-cost air fares is another reason why the destination is well positioned for family travel.

“Our tagline is Breeze In Breeze Out,” said Steve Belleme, the airport’s business development manager.

“We have more domestic service than Palm Beach and Miami,” he added. “Also, our fares tend to be cheaper – 20% cheaper than to Miami and 8-9% cheaper than to Palm Beach because of all the low-cost carriers that use our airport. They have an impact on the other airlines.”

The airport is located just a couple of miles from downtown and from the Port Everglades cruise port, Belleme said, and is convenient to all the major roadways. Car rental companies are under one roof, accessible by moving sidewalk or a shuttle ride that’s under five minutes.

RESOURCES
Super Summer Savings. For information on participating attractions and services offering two-for-one deals through September, and to purchase coupons and cards, see the Super Summer Savings information on the Greater Fort Lauderdale site. 

Videos: Travel agents who would like to post Fort Lauderdale’s family-focused commercials or other promotional videos on their own sites can contact the CVB’s sales department at (954) 765-4466.