Fort Lauderdale Shifts Into High Gear for 2010

Greater Fort Lauderdale is aggressively reading for 2010 with new marketing initiatives and upcoming events such as Super Bowl and Pro Bowl, new air service, the expansion of the destination’s Port Everglades to receive and home port the largest cruise ship in the world and new hospitality industry developments are destined to bolster year-end results and build a strong foundation for 2010.

The Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) is spending more on marketing this fall than ever before, with plans to spend $1 million before the end of the year on accelerated initiatives to boost the 4th quarter and lay the groundwork for a prosperous high season.

For the first time in the November-December timeframe, the GFLCVB will run television commercials in the New York market on such outlets as Bravo, CNN, MSNBC, Lifetime, WABC, WNBC and WCBS. The advertising features a strong call to action with messages that focus on “Luxury at a price that feels very comfortable,” and “Big Luxury Teeny Price.”

Following is a synopsis of marketing and new developments in Greater Fort Lauderdale that demonstrate the tourism industry’s aggressive strategy in generating high-profile awareness and sales: Virgin America will join the growing list of scheduled carriers serving Greater Fort Lauderdale on Nov. 18, with twice daily nonstop flights from Los Angeles and San Francisco.

One day earlier, on Nov. 17, JetBlue will expand its FLL service with nonstop flights from San Francisco. Also in November, AirTran will add flights from Akron, Flint and Harrisburg. Additionally, on the heels of a forecasted 15 percent plus increase in enplaned passengers by May 2010, airport officials have announced an FAA-approved major runway extension to be completed by 2014, plus expansion of Terminal Four.

With the Super Bowl being held in South Florida for the 10th time and the Pro Bowl being played outside Hawaii for the first time in 30 years, it will be NFL football festivities virtually 24/7 from Jan. 31 to Feb. 7, 2010. Greater Fort Lauderdale officials estimate that Super Bowl and Pro Bowl events could generate upwards of $350 million, of which Broward County would receive roughly 50 percent.