Managing Director, Sarasota Convention & Visitors Bureau
Tell Us Your Career Path
I was quite literally born and raised in the business with a hotel General Manager for a father. We even lived in a few hotels, which is quite fun when you are young. During and after college I was with national chain restaurants in corporate training, then into management. After 20 years, I went to resort sales with some weekends off, then to promoting an amazing destination I’m lucky enough to call home, where when I’m working the weekends, it is the pleasure of showing off our destination to journalists, meeting planners or international travel buyers.
What do you do?
What don’t I do is more to the point! As Managing Director of the SCVB I do “all duties as assigned” by our fearless leader President Virginia Haley. My job description has me responsible for all operations, visitor services, partnership development, community outreach, international promotions and accounting for our precious funds. There is never a dull moment, nor are any two days the same, which is what I LOVE about working for a CVB.
CVBs are under the gun when it comes to funding. How do we keep the funds flowing?
That is actually easier than keeping our hands on our funds and making sure that the funds are used for what they were intended – promotion of the destination. We keep our government funds flowing by never failing to point out the ROI from our efforts; everything is measured and our funders are very much involved in our strategic planning. We make sure that we benefit the entire community, not just the direct tourism industry. We aggressively present to local community groups from garden clubs to neighborhood associations to rotaries. We have exceeded our budget projection this year for private sector partner revenue by proving to be a valuable asset to our partners with a wide variety of programs of advertising and education to benefit them.
What is the most challenging aspect of your work?
Keeping my eye on the ever-moving target. CVBs are pulled in so many directions from advocacy to product development.
What is your take on the state of tourism in the Sarasota Area? Florida?
Our challenge is to make sure our visitors go beyond the beaches to experience the county’s unique attractions, from eco-adventures to cultural delights and beyond.
The Sarasota Area is known for bringing in European visitors, particularly Germans. How did the area become popular with the Germans? What can you do to keep them returning?
Our amazing beaches and our ever-growing list of things to do are attractive to our international visitors, who really enjoy exploring a destination, not just sitting on the beach. We also get tremendous feedback that we are a very friendly destination, a combination of big city amenities with a small town feel.
What one trend do you see emerging in tourism?
The return of people willing to drive long distances for leisure trips to avoid the hassle, uncertainty and expense of flying.
How do you measure success?
If people around me are happy, fulfilled and enjoy what they do.
What would people be surprised to learn about you?
I love projects and really like being hands-on in organizing things. I don’t really lust after my boss’ job – I like being her support and “getting my hands dirty.”
You are stranded on a deserted island. What three CDs do you wish you had?
Iif I had to choose just three, it would be the soundtrack from "Dying Young," Supertramp’s "Crisis? What Crisis?" and Dan Fogelberg’s "Souvenirs."
You may reach Stephanie Grosskreutz at SGrosskreutz@sarasotafl.org.
For more information: http://www.sarasotafl.org.