PBºN Episode - 14
Summary
The podcast episode focuses on the significant impact of tourism on Palm Beach County, highlighting record-breaking visitor numbers and economic contributions. The new CEO of Discover the Palm Beaches, Milton Segarra, discusses the organization's role in promoting the county as a premier destination, emphasizing rebranding efforts, community engagement, and future plans. Segarra also shares personal insights into his background and passion for the industry.
Key topics
Tourism's Economic Impact: In 2022, Palm Beach County saw 9.1 million visitors, spending over 6.5billion,withatotaleconomicimpactof6.5 billion, with a total economic impact of 6.5billion,withatotaleconomicimpactof9.7 billion. Projections for the current year include 9.5 million visitors, 7billionindirectexpenditure,andover7 billion in direct expenditure, and over 7billionindirectexpenditure,andover10 billion in total economic impact, supporting nearly 100,000 jobs.
Discover the Palm Beaches' Role: As the official destination marketing organization for Palm Beach County, its primary goal is to attract global visitors, promoting the county's resorts and hotels.
Leadership Transition: Milton Segarra assumed the CEO role, following in the footsteps of Jorge Pesquera, aiming to enhance the existing strong foundation.
Key Visitor Markets: Major domestic markets include the Northeast (New York, New Jersey, Boston, Philadelphia), Chicago, Washington D.C., Atlanta, and Texas (Houston, Dallas). Florida cities like Miami, Fort Lauderdale, Orlando, Tampa, and Jacksonville are also significant. Top international markets are Canada, UK, Colombia, Brazil, Mexico, and Germany.
Why Visitors Choose Palm Beach County: The county offers an "elevated experience" known for elegance and special treatment, accessible from various price points. Its proximity to major South Florida airports (Miami, Fort Lauderdale, PBI) provides easy access.
Rebranding and Promotional Efforts: Focus on aggressive digital marketing technologies, including award-winning social media efforts, while maintaining traditional media. A dedicated sales team engages directly with Meeting Planners.
Measuring Success: Success is measured by key performance indicators (visitor numbers, room nights sold, length of stay) and resident support, understanding, and appreciation for tourism's impact on quality of life.
Community Engagement: Discover the Palm Beaches partners with member organizations and will launch a "Certified Tourism Ambassadors" program in 2024 to train front-line staff, enhancing their ability to inform and recommend local attractions, dining, and activities.
Industry Trends and Innovation: Addressing trends like AI (generative AI), sustainability, and accessible tourism. Plans include personalized website experiences, real-time apps for visitors, and improved logistical assistance.
Hospitality Evolution: Currently, Palm Beach County has approximately 20,000 hotel rooms, plus 6,000-8,000 alternative accommodations. Future development will focus on the type of tourism desired, with an example being the need for 600 additional rooms near the Convention Center to compete in the mid-tier convention market.
Competitive Advantage: Despite smaller budgets compared to Miami or Orlando, Palm Beach County leverages its unique identity as "America's First Resort Destination," offering a distinct sense of well-being and prosperity, fostering a culture of luxury and inspired living that leads to high satisfaction and repeat visits.
Team Structure: A 53-member team, led by seasoned professionals like Chief Sales Officer Kelly Cavers and VP of Marketing Erica Constantine, includes sales staff deployed in key feeder markets globally.
Post-Pandemic Learnings: The pandemic highlighted the importance of keeping the tourism market open, maximizing pent-up demand, and learning to achieve more with fewer resources. It also reinforced travel as a "need" rather than an "option" for many consumers.
Future Plans - Tourism Master Plan: A new, refreshed marketing campaign is launching in December. A master plan is underway to guide future tourism development, addressing questions of growth (e.g., visitor volume), geographic spread to underserved communities, and sustainable/accessible tourism practices. Public input will be gathered through town halls, surveys, and focus groups over a year to 18 months.
Personal Insights (Milton Segarra):
Background: Born in Puerto Rico, from a family deeply rooted in the tourism industry, he previously served as Director of Tourism for Puerto Rico and president/CEO of their DMO, and worked in coastal Mississippi.
Favorite Places: Old San Juan (Puerto Rico), New York City, and Spain. Also enjoys relaxing at beaches.
Mentors: Attributes success to role models (parents) and numerous mentors who provided wisdom and patience, which he now strives to pay forward.
Passions Outside Work: Cycling, Mofongo (Puerto Rican dish), Tequila, and spending quality time with family (wife, three children, three grandchildren).
Toughest Part of Job: The difficult decision to lay off talented staff during challenging economic times, like the pandemic.
Hidden Gem: Views the overall "feeling of well-being and prosperity" unique to Palm Beach County as its greatest, most impactful asset, inspiring visitors to greater aspirations.
Advice for Visitors/Relocators: "Hurry up!" and allow the destination's "magic" to touch them by exploring various locales like Lake Worth, Worth Avenue, Jupiter (Love Street, Lighthouse), Juno Beach (pier, dog beach), and more, emphasizing experiencing the local way of life.