Broward commissioners balk at Visit Lauderdale logo change
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It's not looking like Broward County will be changing the Visit Lauderdale brand anytime soon.
Why it matters: Commissioner Alexandra Davis felt that the tourism bureau's logo isn't fairly representing all of Broward's 31 municipalities and asked to change its branding.
The latest: Davis withdrew her request after failing to gain support from her fellow commissioners.
Catch up quick: At Thursday's meeting, Davis asked that the tourism bureau include a reference to the county in the Visit Lauderdale logo.
- "This is about making sure that the public understands the destination being targeted is larger than Fort Lauderdale," she says.
- She noted that both the Fort Lauderdale airport and Port Everglades logos have a reference to the county.
The other side: Mayor Mark Bogen said the business community is "totally opposed" to the change.
- "No one knows where Broward is, and we have data on that," he added. "You want to attract tourists, we want to attract businesses, 'Come to Broward,' and they're going to go, 'Where's Broward?'
- Commissioner Michael Udine added that the current logo is "crisp and clean."
The Restaurant People CEO Tim Petrillo told the commission that the data shows that adding Broward confuses the public and reduces engagement.
- Petrillo, who is chair of Visit Lauderdale's marketing advisory committee, chair of the Broward Workshop and co-chair of the Broward Tourism Coalition, said those groups' leaders are unanimously opposed.
- Ina Lee, president and owner of TravelHost Greater Fort Lauderdale, said no destination marketing agencies include the name of the county, citing Visit Orlando as an example.
By the numbers: Visit Lauderdale CEO Stacy Ritter said a rebrand could cost $2 million.
The bottom line: "Maybe at some later time, when I do have consensus and real consensus, I'll bring it up again," Davis said.