Embracing Diversity as a Tourism Strategy With Stacy Ritter, President and CEO of Visit Lauderdale
Stacy Ritter is the President and CEO of Visit Lauderdale, where her primary responsibility is to attract visitors and promote tourism to the Fort Lauderdale area. Over the years, Stacy has held various positions, such as Florida State Representative, Broward County Commissioner, and Broward County Mayor. With her expertise in budgeting, government, strategic planning, community outreach, and public speaking, Stacy is a highly skilled business development professional with a JD from Nova Southeastern University. In addition to her professional achievements, she's also a devoted mother to two children and three rescue dogs.
Here’s a glimpse of what you’ll learn:
Stacy Ritter details her transition from working in state government to tourism
Why traveling to Fort Lauderdale is different from visiting Miami
How Visit Lauderdale’s “Everyone Under the Sun” tagline came about
The most effective strategy Stacy has employed to attract tourism
Stacy discusses her attitude toward using AI
Why Visit Lauderdale has chosen not to use a mobile app for marketing
How political headwinds have damaged the tourism industry in Fort Lauderdale
What you’ll learn in this episode:
If your state is moving in a political direction that runs counter to your region’s core values, can publicizing your willingness to go against the messaging that comes from state government actually be a benefit when it comes to attracting visitors?
Stacy Ritter is responsible for promoting Fort Lauderdale, Florida, as a tourist destination and believes that promoting diversity has been her most effective marketing strategy. The idea is to present Fort Lauderdale as the "Real Florida" and to counter any misconceptions perpetuated by recent political headwinds. According to Stacy, the diverse demographics of Broward County, an area that caters to a wide range of people, make it an international destination. The focus on diversity aligns with her organization’s values and fits with its "Everyone Under the Sun" tagline.
On this episode of From Persona to Personal, Roger Hurni sits down with Stacy Ritter, President and CEO of Visit Lauderdale, to discuss the most effective marketing strategy for attracting tourists to the Florida region between Palm Beach and Miami. Stacy talks about how recent political headwinds in Florida may affect the state's attitude toward diversity, potentially contrasting with Visit Lauderdale's emphasis on diversity as its primary means of attracting new visitors to Fort Lauderdale.
Resources mentioned in this episode:
This episode’s sponsor:
Today’s episode is brought to you by Off Madison Ave. At Off Madison Ave, we create meaningful moments of brand trust and influence how people interact and engage with brands.
There is a science behind tapping into your audiences’ desires and motivation. After all, if you’re not changing your audiences’ behaviors, you can’t truly unlock all of your brand’s potential.
The proven models and methods of Behavior Design are the strategic foundation for your brand’s success.
Episode Transcript
Intro 0:02
This is From Persona to Personal podcast. Today's episode is brought to you by Off Madison Ave. Off Madison Ave creates meaningful moments of brand trust and influences how people interact and engage with brands. The science behind their approach taps into your audience's motivations and desires. After all, if you're not changing your audience's behaviors, you can't truly unlock all of your brand's potential. Now, let's get started with the show.
Roger Hurni 0:35
Hello everyone, I am Roger Hurni, the host of From Persona to Personal, where I get to use my expertise in consumer behavior to engage with top business leaders who are propelling their brands forward. Before I get to today's guest, this episode is brought to you by Off Madison Ave. Off Madison Ave uses behavioral science to create meaningful moments of brand trust, which influences how people interact and engage with brands. Their behavioral approach taps into your audience's motivation and prompts them to shift behavior. And if you're not shifting your audience's behaviors, you truly can unlock all of your brand's potential. These proven behavioral models and methods are the strategic foundation for your brand success. Visit offmadisonave.com to learn more. Now, without further ado, I'm super excited. We've delayed this podcast several times for different scheduling issues. But finally, Stacy Ritter is the President and CEO at Visit Lauderdale. She is here with me today. She leads the team whose charge is to attract visitors and tourism to the Lauderdale area and all its municipalities. In their past life. Stacy was a former Florida State Representative, a former Broward County Commissioner and a former Broward County Mayor, which makes her very intimidating to me. Importantly, though, Stacy is actually a mom to two two legged children and three four legged rescues. Stacy, welcome to the show.
Stacy Ritter 2:09
Thank you. I'm glad to know I'm intimidating that makes me feel better. I am so thank you.
Roger Hurni 2:17
I've had the fortune or unfortunate experience to actually deal with working some presidential events. And so people in politics always, always intimidate me a little bit because they're always just very wicked smart. I find design.
Stacy Ritter 2:37
Not necessarily.
Roger Hurni 2:38
Well, you have more inside baseball than I do.
Stacy Ritter 2:31
Except for me, I'm the exception.
Roger Hurni 2:45
Fair enough. Fair enough. We're not here to talk about politics. So we're actually here to talk about Lauderdale. And what you're doing there. You, you do have a really interesting trend. You know, you made a very interesting transition from state government to tourism. I was kind of curious as to what that journey was like, and how did that happen?
Stacy Ritter 3:05
Yeah, I think it's probably considered unusual among my peers at the CV in the CVB world. But I did serve in elected office for almost 20 years. And then got really tired of it. Got, I found myself getting bitter and angry. We were doing the same issues over and over again, the same constituents the same, it just I got bored. And I don't think that you should serve in public office, when you're bored, or when you're bitter or when you're angry. And I think that you need to know when it's time to get out. And I said to myself, it's time to get out. I'm not me anymore. I am losing myself. I'm getting a sharp edge, or sharper edge, I guess I should say. And I'm not happy with that. So I was very fortunate that my boss at the time, the County Administrator, well, I was her boss at the time. She worked for the county commission. I said to her, you know, my predecessor is looking at retiring. I'm really interested in this job, what do you think? And she said, I think you should go for it. We're gonna do a nationwide search. But about four years before I got the job, my predecessor had said she was going to retire. And that was about the time I was starting to get really bitter and angry. And my husband said to me, Hey, you could do that job. That's one big cocktail party, you would know and cocktail parties for years. You should do that. And you've lived here a really long time. And I'm like, hell, I could do a cocktail party. And then I got the job. And it is anything but a cocktail party. It's a lot of work. But it's interesting. It's exciting. It's challenging. I'm not bored. I never bored. And I found that I'd gotten myself back.
Roger Hurni 4:39
That's, that is fantastic. You you've been in the role, I think for nearly a decade with Visit Lauderdale. What other opportunities you see when you started that you wanted to accomplish and what do you still have to do?
Stacy Ritter 4:55
I haven't lived here by the way since 1973. I've seen the great evolution of this destination from a very white, very straight, very conservative, very male dominated place to one that is extraordinarily multicultural 170 nations represented in our residents speaking 147 languages. There are statistics that show we're more diverse than the island of Manhattan. And I saw that evolution happening and I really didn't think that the brand of the destination reflected what it was. I thought the brand was too dull and not sophisticated and not cosmopolitan and not edgy and not provocative. I'm a big fan of provocative You might not like what we're doing. But if you're talking about us, then that's good for us. And I wanted to change the brand. I wanted to change the perception of the destination from a sleepy little beach town where people came for spring break to something that was upscale and luxurious and most importantly diverse. And I think we're, I think we're getting there. I think we're closer than we were seven years ago. But there's still a lot of work to do.
Roger Hurni 5:56
There. I hate to bring this up, but I'm going to I can't talk about Lauderdale as an area without bringing up Miami. Because I know it's this hotspot travel location. And you're just north of there unless you're telling my geography is completely off, which it certainly could be. Does does a tourism to that area help a Lauderdale as a whole? Or do you feel like it's this constant competition between you? I
Stacy Ritter 6:31
think we're friendly competitors, because we're the people who come here are looking for something different than they are in Miami. We are a family friendly destination. we market ourselves as a family friendly destination. There's lots to do for families. But we also have begun to as I said, evolve to a luxury destination. And I think in that respect, there may be some competition. But it really is a different vibe here. Well, it's not a sleepy little beach town anymore. If that's what you're looking for. You can find it because in Broward County, which is what doesn't Lauderdale represents the entire county. There are 31 cities, eight of which are beach cities. So maybe you want to go to Pompano Beach which has a little slower vibe. Maybe you want to go to Hollywood, which is a little more kitschy and has a very 1950s 1960s vibe. Or maybe you want to be in Fort Lauderdale with the Ritz Carlton and the four seasons in the high rises, which is a more upbeat energetic vibe. It depends on what you want. And I think the difference is that we've got all of those things, not just one. And that's how we'd like to keep it.
Roger Hurni 7:34
I think it's a very astute observation, Miami, been there a couple of times for conferences, it feels like a one size fits all you, you get what you get. And and there's not a lot of options. I love the fact that you are this smorgasbord of travel opportunities all in a very defined area. That gives people choice on how they want to visit the area and what they want to do and how, how crazy they want to get or how you know, casual they want to get.
Stacy Ritter 8:06
And I think that what I like to say about us is that our flip flop is our is our is our shoe here would be considered our anthem shoe. That's not the right word. I hate when I lose words, especially when I'm on a podcast of all things when you're supposed to be using your words. But I would say you don't need to put your stilettos on on our beach, you're wearing flip flops. And you don't need to put makeup on on our beach. As long as you're wearing sunscreen, and please make it a very high SPF, it is a subtropical sun, then you're going to feel very much at home here. And if you want to put your stilettos on, that's okay to our motto, our tagline evolved to everyone under the sun for a reason. It was well if this was something we thought we thought about we we discussed it internally, we discussed it with our stakeholders, we discussed it with our residents who are really our most important stakeholders. Because if they're not buying into tourism, then we're screwed. We are forced destination. And as we looked at the demographics of Broward County, and the demographics of who comes here really is everyone under the sun. Every one of the sudden visits here were an international destination that everyone under the sun lives here to. And it was very important for us to speak to our residents and to have a values led marketing agency, because those are very important to us. And you know, I hate the word authentic. I do I think it's overused. But if you want people to come here and really see that you are what you promised you would be the everyone under the sun tagline really works. Yeah.
Roger Hurni 9:34
No, I think it does. I totally see where you're going. It's there's a lot of people, a lot of people I meet talk about the diversity of an area, there are really only a handful of places that can really count that. You definitely have that to be one of those things where I can see because of the diversity, that it does appeal to everyone under the sun very very clearly. And it allows my work and visitor behavior change. It allows everyone to choose their own adventure, which is super appealing. I also sadly think it's one of those best kept secrets in the country because you don't get the do you probably are deserved in it maybe that's a good thing from people who are out of town like myself who are like you know what? I love it and I don't want to talk about it because I don't One other people didn't know about it, because then it becomes overtourism. And then it becomes this other thing. But I'm kind of curious with that. You've got that great tagline. You may disagree with me on the best kept secret thing. But I'm curious as to what you've seen has been your most effective strategies in terms of attracting tourism?
Stacy Ritter 10:55
Well, and I do want to say that there's no question that we're wedged between Palm Beach and Miami. And we're not as well known as either one of them. And we're not as well defined as either one of them, you know, what the Miami five portrays itself, as you know, with Palm Beach, but portrays itself as we are still, we know, we want to portray ourselves as but we're a little behind in it come when it relates to actually implementing that, but we know where we want to go. So tell me your question again, because it's okay. I lose my mind.
Roger Hurni 11:29
No, no, no, it's fine. I'm curious as to what's been your most effective strategies that you've employed for, for attracting tourism? And there's going to be a part two to that. Are you worried that you could attract too much tourism in ruining that uniqueness that you have?
Stacy Ritter 11:51
We think our most effective strategy has has been pushing diversity, which has become something of a hotbed in Florida. And we were very much committed to ensuring that that did not get lost in the conversation. Look, we're never going to have the kind of money or or megaphone that some of the elected officials have. But we're going to do whatever we can to ensure that people understand that we're not the Florida that gets talked about in the news, we are what we think is the real Florida, which is the place where I have grown up and and again, evolved. So I think that's been our best marketing strategy. And as I said, it comes from a place of value, we sat down, and, you know, we listed the values of this county, and what not only the residents stand for, but what county government stands for, and thought, as we work through this, that, you know, we're going to lead with our chin here. Sometimes it works. Sometimes it doesn't, or, you know, out there on the limb, and we're out there on a limb. I mean, I, you know, I look back and there ain't nobody behind me. Well, there are there a couple of people that saw, I think, but we're going to continue to do that. And we think that is where the strength of not only the agency comes from, but the strength of the destination or so we're gonna keep doing that. And until, you know, I get carted off and handcuffs. No, I'm not. I'm kidding. We're not doing that yet. Florida, Florida for speaking out, you still speak out? We're gonna keep doing it.
Roger Hurni 13:31
Are you? Are you worried? As we asked part to that question, are you worried about attracting so much so many visitors that you ruin that vibe, or at least take knock it down a peg? No.
Stacy Ritter 13:47
And and we believe we can absorb more visitors. If you if you see what's happening as in downtown Fort Lauderdale, especially with the high rises that are going on. I mean, honestly, when I moved here in 73, if anyone had told me that we would have had a four seasons on the beach, I would have said, You're out of your mind, we're not gonna have a four season. This is we're Fort Lauderdale. So to see the the growth of this destination and and because we are a tourist set, we can't do it without tourists. And we found that out in 2020, tourists stop coming people lose their jobs. And we think that that is our mission is to bring visitors here our calling is to keep people employed. And so we at this point, we can absorb more and that's what we intend to do, you know, make ourselves a broader international destination. We don't have a lot of nonstop flights, they fly into Miami. Miami as a result captures a lot of them and keeps them because of that. So we work with the airport to increase international flights and pick destinations across the world where we think people want to come we're here we're very big in South America, Central America and Latin America, Canada, Canadians come down in in flocks that's why they call snowbirds they come down in flux in the wintertime so but we're ready to absorb more and and as we get more and more hotel rooms that come online we know that we can now are there some struggles sure infrastructure. But you know there are 2 million people who live here too we're large destination with a lot of people but we are we continue to grow but we're growing up that literally literally and figuratively. We are you know no longer your your spring break destination. But we've also are seeing buildings come out of the ground that are thought There's massive,
Roger Hurni 15:33
okay. Oh yeah, I actually didn't realize about the spring break thing now because I don't really pay attention. I just didn't take the traditional route of education. And I've never been on a spring break in my entire life. So I have no idea what that's like.
Stacy Ritter 15:48
Well, I would tell you, but I don't remember much of it, since it was an alcoholic haze. I lived here during the height of spring break, I would come home from college and all my friends would come and we would cram 10 of us in a hotel room, and just trashed the place. And we thought it was fun, you know, and now that place is a Conrad and they tore down and it's a Conrad. So the end, that's what you know, people say, Oh, you still have spring break? Yes, we did. We still have spring break. And they're bringing daddy's platinum American Express card with them. So we're fine
Roger Hurni 16:17
with that? Well, let's shift again, I can't have a conversation with anybody in travel and tourism, without talking about AI. Because it's obviously taking over everybody's life. One of my companies, I've been working with an AI products in 2016. And I'm seeing more and more. There's a lot of experimentation. But I'm actually seeing more and more integration in terms of moving from personas, travel personas, to travel behavioral archetypes to building brands, stories. A lot of people are experimenting it so are you embracing AI experimenting with it? Great, have it where do you see opportunity with it? That's a lot to unpack. But I'm just trying to get more your thoughts on the situation, then entering maybe any one of those questions specifically,
Stacy Ritter 17:07
not afraid of it, which might be unusual for a boomer. Apparently, we're not good with that stuff. If you read threads, we're not good with that stuff. But I still I'm embracing it as it's the wave of the future. You can't you can't hold back time, it marches on, as they say. But we haven't really figured out what that means. And we do use some of them for you know, oh, let's do an itinerary. And then we'll say, Oh, look how flawed This is. But it's very new technology, the iPhone was flawed in the beginning to and has evolved into something that none of us can live without. So will will continue. But you know, it's also important to recognize that we're a government agency, and 100% government agency and governments move very slowly when it comes to new product. So I know it's going to take us longer than some of our competitors. And I know we're going to end up behind the eight ball as a result. But we're going to do whatever we can to keep it moving forward. And as it evolves. So we'll wait, we're certainly not going to discount it is something that's not an important part. I'm not sure how important it is yet. But it will get there. And we want to be prepared when that time comes. So we prepare now for the kinds of procurement we will have to do two years from now. Because that's how long it's going to take. And but also know that two years from now will be a brand new product. And the old one because it takes us two years to procure something.
Roger Hurni 18:36
Two weeks from now, it'll be a brand new product. It I mean, you're not you're in the minority of executives embracing it, I saw a Worldcom competence index study just last week, maybe the week before, where 52% of the C suite globally are just fearful. Which I think is just really surprising is it when you see that transformational power, like when the first PC came out, when the internet got developed, and websites became a thing when social media became a thing, like there's this pivotal moment where you can look at and say, yeah, that fundamentally changed everything. At least learning about it helps you along that path. And it sounds like you're along that path now.
Stacy Ritter 18:57
God, I'd love to put something into chat GPT and see what comes up. How interesting it is and how it has evolved already and become more sophisticated already based on on what it's pulling from the search engines. I just think that's incredible. But you know, if if you don't, I'm not using I'm not using a manual type typewriter anymore for a reason. Because we've moved because progress, you know, progress happens. It's also messy, and it can make people afraid people don't like change. I love change. I think that there's nothing worse than standing still. You got to keep moving forward. And it's not easy. You know, I didn't grow up with social media. And I can go down that depressing rabbit hole like anyone else. I'm too old. I'm too fat. I'm not smart enough. My opinions are wrong. People hate me. We you know, and it's it's horrible for the brain. And I'm sure that our brains have changed as a result, but you can't stop it from happening. And so you might as well embrace it and figure out how to use it for your purposes.
Roger Hurni 20:29
Yeah, people also I think are just using it. If they're using it themselves to figure out like how to write better, that's not the real opportunity. There's so many things that that I've had to give counsel to clients on in terms of ethical standards, compliance policies, natural search for chat GTP are LLN over regular search for their websites. There's just, there's so many of those things that we have to get in line before we can say I'd like it to go do this specific thing that's visitor facing.
Stacy Ritter 21:06
And we've used it for like to prepare to start a draft for an art or for an RFP. stuff, it's really technical that the human hours that it takes to write something like that are inordinate, so for that, but I still believe and, and I hope that I always will, that there is a an importance to having a human connection, that I agree
Roger Hurni 21:31
100%, it's not souI generous, it's not going to create a unique idea, you still have to have the right kind of strategies, that Rick is going to require to be a good prompt engineer, but you need the human analysis on the back end to determine what's really right and what's not. And it can't solve for that. It's, it can pull from existing information, say, here's a correlation between two things that don't seem to relate to one another. And it's wonderful at that. But it's really not more than that at the moment.
Stacy Ritter 22:04
And maybe it will be I also know that it's not going to keep you warm on a cold winter night. Not that by the way, we have any cold winter nights here. But I liked the line. So
Roger Hurni 22:17
one other one other trend I wanted to hit on because we're getting close to time here. I am seeing more and more. And I see these stats all the time, our phones have practically become an appendage. And so destinations, having mobile apps, being able to tie a really unique experience and make recommendations like I didn't see a mobile app for visit Lauderdale. I didn't know if that was something you were thinking about? Do you see an opportunity there?
Stacy Ritter 22:49
We've been talking about since I got here seven and a half years ago. And it just never seemed there's just so much work that goes into it. And and I think in part it is because we are a government agency that we have declined to do it. Because again, the procurement will take 18 months. And and by then it'll be something else and something new and just the staff that the staff work it will take to keep it updated. You know, we are 31 cities. There are 5000 restaurants in Broward County. And that was today and tomorrow there'll be a little more or a little less, it was just it's exhausting. And I just don't have the bandwidth to we don't have the bandwidth to do it. So we we have we use our website it is it is accessible on your mobile, we have changed it so that it because we know people are using their mobiles more than their desktops or their laptops. And I think that's where we're going to be for the time being. No,
Roger Hurni 23:46
it's not everybody's cup of tea. I've seen I've seen one destination tripled the number of places people visit and extend their visits by a couple of days simply through that mobile app engagement. And so ever since then, I bring it up and just to kind of see where people are at with it. I brighten now I would tell you that the QSR the quick serve restaurant industry. They really have that down, Pat. And there's a lot of lessons that can be learned there. But it just like I said, I'm finding it about 60% of Oregon DMOS, or any sort of Travel and Tourism Organization is embracing that. I was just kind of curious. I
Stacy Ritter 24:30
think we're a city, one city, it would be a better fit. But we're 31. And that's perhaps
Roger Hurni 24:40
I'm kind of curious, what's the what's the biggest challenge that you're facing right now?
Stacy Ritter 24:46
The biggest challenge we face right now are political headwinds. There's no question about it. Yeah. Trying to separate ourselves from you know, if you're not if you're not, I have perceptions of what Arizona is like. Some of them are percept. I mean, they're all perceptions because I've only been there once. If you're if you're perceiving Florida as one thing, we invite you to come and see that it isn't what you're reading about. We are a different place than what you would be reading about in the in the papers and the headlines, but that is and we don't expect that it'll get any better. We have lost $100 million and group business in since May of this year. And that's the business we know about. That's not hotels, which have had cancellations that's business that we directly touches the Convention Visitors Bureau. We also know we're not getting RFPs from meeting planners and event planners their clients have written Florida off because of the issues with LGBT rights and voting rights and, and women and reproductive freedom and and African American history changes, changes while rewriting African American history. And that's not going to have in the immediate future, that will not be something that changes. So we just have to keep pushing back. I
Roger Hurni 25:54
wish I wish people could do two things in the business because I your being in Arizona, I see issues on both sides. I wish people could separate the people from the politics. And I wish they could separate the unique places from the politics, because I got to imagine you're like everywhere else, I go in the world. And I've been to more than 50 countries. And in Arizona, there's a different version of Arizona, as soon as you cross the boundary of one neighborhood to another. And you know, the neighborhood you're in gives you the perception of Arizona, the neighborhood that you're in the city that you're in inside the allotted our area, area gives you a different vibe, as you said, right, it's a different, it's a different place. And it's kind of sad to be that meeting planners can't, can't separate that out. Actually, it's not even really the meeting planners, because they're probably just taking orders from corporations that you know, have to maintain some sort of position. And otherwise, they get backlash. And it's just,
Stacy Ritter 26:59
you know, these conferences are concerned their attendees won't, won't show up. And they all have to make their expenses, and then hopefully a little bit of money on the back end. So I get it. I don't agree with it. I don't agree with travel advisories. Because I think when you do that you're literally hurting the people that you want to help. If you don't come here, because of how the Florida education standards have rewritten in African American history, you're actually hurting black and brown businesses here, who rely on tourists to feed their families and pay their bills and keep a roof over their head. If you're not coming here because you don't you don't like the date that don't say gay law. You're hurting LGBTQ plus businesses here gay owned businesses who rely on tourists in order to feed their families pay their bills. That's not what we want. On the other hand, I get it. But I do get it. I just don't agree with it. And because we're not that, and look, I've been to countries where I don't agree with policy, I'm going to China, I'm going to Russia. I've been to Russia when I was at Soviet Union. You know, it was the evil empire under Ronald Reagan. And but we still traveled because we wanted to see and experience new and exciting things, taste different foods meet people that we would never normally meet. And that's what travel has always done. I know people have never traveled outside of, of the continental US who have completely different ideas about other people than the most less you have traveled. And that's why it's important to go regardless. But I feel like this is there's a there's a shift in how people are perceiving travel and where they go to. And that's very troubling for a destination which relies on tourism, both group and leisure.
Roger Hurni 28:38
No, I agree with you, I and I said again, that brands can brands can have an opinion about the politics and yet still support the people. And when they can come to that realization, then places like visit Lauderdale won't see the negative repercussions of someone trying to make a stand on something that they feel they need to do. So. I have just two more questions. We're almost at a time and try to get through these. I was kind of curious is what's your question? You were hoping I would ask that I didn't
Stacy Ritter 29:13
Um, I was hoping you would ask me who my plastic surgeon was? Because there's no possible way I could be 63. I don't think that there was I don't know if there was a question that I that I didn't probably you would have asked me something that I really didn't want to answer. I would have said that it was something that I really like. Why did you divorce your first husband was very personal. And it was very long time ago anyway.
Roger Hurni 29:45
All right. Fair enough. Well, we'll let the question slide I want to help you.
Stacy Ritter 29:49
Just to be clear, I did divorce him, not the other way around.
Roger Hurni 29:53
Alright, well, I'm glad we have the record on that one. My last question I end every podcast with and because I always think there's really insightful, good advice inside this question. But I'm curious too. What's the worst advice you've ever gotten that you said no to?
Stacy Ritter 30:10
The worst. The worst one I ever got was in ‘99.
Roger Hurni 30:16
Personal professional, but go ahead.
Stacy Ritter 30:17
When I ran for office the first time but never lost. So you know, there's that but I wasn't. I wasn't complete serious underdog and an uncle of mine. Got rest of soul who was very political here. Broward County said to me, oh, it's not your time, you're gonna get creamed. Don't do this. And I looked at him and I said, Well, I'm not supposed to win anyway. So what's the worst thing that could happen? And so I didn't take his advice. And I won, and never looked back.
Roger Hurni 30:47
I like that when you've got conviction, or there's really low risk. It's always an opportunity to roll the dice.
Stacy Ritter 30:58
Don't tell me I can't do something. And don't tell me it's not my time. Because the whole bull about waiting your turn? Well, no, I don't want to wait, What? What? Maybe it is my turn. So you know, there's that. And so I don't I you know, when I talk to women, especially, why did you Gosh, and I had small children. When I ran for office, my kids were five and seven. And all I got was, Oh, what are you going to do with your children? When you're in Tallahassee? I'm like, well, they have a father. You know, it takes two to make them should take two to raise them. Go for what you feel your failure is an option. It's always an option. And you don't know how sweet success is until you fail. Not trying. That's not an option. You got to try it. And if it doesn't work, you try something else until it clicks. And eventually it will.
Roger Hurni 31:46
Let's see. I asked this question because you always get bad advice wrapped around good advice. Um, I you wonderful to speak with I've been really enjoyed the the conversation and I can't thank you enough for being on the podcast. My pleasure. And I have been speaking with Stacy Ritter. She is the President and CEO of Visit Lauderdale. Stacy, where can people learn more about you and visit Lauderdale?
Stacy Ritter 32:11
Well, we can go to visitlauderdale.com which is our website and anybody can email me at sritter@broward.org. And I will respond because I read all of my own emails.
Roger Hurni 32:23
Nice. All right. Well, thank you, everyone. I am Roger Hurni. This is From Persona to Personal we'll catch you next time.
Outro 31:21
Thanks for listening to From Persona to Personal, the podcast that takes a closer look into how organizations personalize their marketing. We'll see you again next time and be sure to click Subscribe to get future episodes.
