Palm Beach County CVB Gives Second Annual
Sales & Marketing Plan Presentation
PALM BEACH COUNTY, Fla. - (December 3, 2009) On November 12, 2009, the Palm Beach
County Convention & Visitors Bureau (PBC CVB) publically presented its 2010 Sales &
Marketing Plan at the Palm Beach County Convention Center. The event drew hundreds in the
local community, including business leaders and elected officials. The presentation was
followed by the annual Providencia Awards ceremony and reception, recognizing The Colony
Hotel, Palm Beach, and the Morikami Museum & Japanese Gardens in Delray Beach for their
contribution to the growth and quality of tourism in the County.
Opening remarks by Board of County Commissioners Chairman Jeff Koons and Touristy
Development Council Executive Director Roger Amidon established the significant "turn around"
in the PBC CVB's accountability and effectiveness over the past two years.
During the presentation, past year accomplishments where highlighted by the PBC CVB
executive team and an update of the ongoing community brand assessment was presented by
Duane Knapp, chairman and founder of BrandStrategy, Inc. The community brand assessment
aims to formulate a destination promise or positioning statements such as "America's first resort
destination," as well as "Florida's golf capital" and "Florida's cultural capital" based on feedback
from a host of sources including visitors and local influencers.
While acknowledging the current economic challenges facing the tourism industry, Jorge
Pesquera, president and CEO of the PBC CVB, sounded a positive note in his opening remarks:
"Today is about optimism, change and vision."
Pesquera referred to research that establishes the County's vast range of eco-tourism
assets, cultural venues and local events. "Our commitment is grounded in words like research,
conviction and passion," said Pesquera. He emphasized the CVB's conviction to rise above the current economic challenges while delivering an exceptional marketing platform to support and
promote the County's remarkable tourism product.
"And passion," Pesquera continued. "That elusive attribute that is so essential to the
success of organizations will ignite our institution, our partners and the Palm Beach County
community at large." Pesquera went on to emphasize that the CVB, working with the local
tourism community, is seizing the moment in productive partnerships with chambers, industry
leaders and its sister TDC agencies to recognize and fulfill the "20/20 vision" of doubling the
tourism industry's impact to the local economy by the year 2020.
Steve Crist, VP - Destination Sales, and Shirley Talbert, VP - Marketing &
Communications highlighted accomplishments and initiatives in the areas of leisure and group
sales, and marketing and public relations, which include the shift to a stronger online marketing
presence, the tourism stimulus strategy, the first-ever themed marketing campaign for the 1909
Founders Package, the 1909 Group Rebate program, DMAI accreditation, and a Palm County
To see highlights from the 2010 Sales & Marketing Plan Presentation, visit
About Palm Beach County Convention and Visitors Bureau
The Palm Beach County Convention and Visitors Bureau is the official destination marketing organization for Palm
Beach County, Fla. Tourism is among Palm Beach County's major industries generating a direct annual economic
impact of $2.8 billion in the local economy, producing $23 million dollars in bed-tax revenue and lodging sales of
approximately $623 million. Palm Beach County presents "The Best of Everything?" - from a multitude of
accommodations, including more than 200 hotels, resorts, spas, golf courses, world-class shopping, 47 miles of
pristine beaches, distinctive attractions and an assortment of cultural venues to top-notch festivals and edge-of-yourseat sporting activities. All who visit this subtropical paradise will find cities rich in diversity and home to warm,
friendly people.
Media Contact:
Kenneth Morgan, Communications Manager
Palm Beach County CVB
1555 Palm Beach Lakes Boulevard, Suite 800, West Palm Beach, Florida 33401
561.233.3000 FAX 561.233.3009