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A we truly felt that it’s the people who live here that make a
core memory powers Stacy Ritter. The vision is so
vivid that when Ritter describes it on a late Thursday
difference and make the experience for visitors. We’re a
morning from her downtown office of the Greater Fort
who they are and what they believe.”
Lauderdale Convention & Visitors Bureau, it’s as if she’s still diverse group of people that welcomes everyone, no matter
living in the recollection today. In describing how she came On a personal level, Ritter’s love for the area is raw. She
to Fort Lauderdale in 1974 as a teenager after living in the describes Fort Lauderdale as if it’s a person she knows,
Chicago suburbs, Ritter says her parents fell in love with the not some city: It’s “sunny and diverse,” “beautiful and
city during a vacation in July.
welcoming.”
“Then, in the winter of 1974 back in Chicago, my dad’s Ritter took over the reins of the CVB in 2016, building off of
car wouldn’t start because it was frozen over, and he said, her predecessor’s successful “Hello Sunny” campaign that
‘Dammit, we’re moving to Fort Lauderdale,’” says Ritter, the saw the city rebrand itself from a Spring Break destination to
president and CEO of the GFLCVB, with a laugh. “And we a year-round one that was vibrant and carefree. Launched
did. We packed up that winter and moved, and I’ve loved in the winter of 2013 with a free ice skating party at The
living here ever since.” Rink at Rockefeller Center in New York City, the Hello Sunny
As the head of the marketing arm of the Greater Fort campaign proved to be an effective one, garnering more than
Lauderdale region, Ritter’s affinity for the area manifests itself 14 million people visitors and $11.4 billion tourist dollars
on a large scale through global campaigns and promotions in 2014, an increase from 13.4 million visitors and $10.6
that spotlight the destination as a year-round hub for travelers. billion in spending in 2013.
Last year’s “Everyone Under The Sun” campaign was created Though Hello Sunny was
to reflect what Ritter calls “how Greater Fort Lauderdale rewarding, Ritter believes the
looks today.” Its message of inclusiveness and diversity – current Everyone Under the Sun
including residents from more than 170 countries speaking campaign is even stronger.
147 languages within the area’s 31 municipalities, as well “When I came to the CVB in
as being the state’s LGBTQ+ capital – has been an important June 2016, I came with the
note that Ritter and her 45-person team were sure to hit.
belief that we needed
“We did focus groups, pulled together data that we had, to rebrand,” she said.
and researched what people were saying about us,” Ritter “Hello Sunny was
says. “Sure, we have pretty beaches, but we’re not the only great in its day, but
destination that has pretty beaches. When we dug deeper, it was very vanilla;

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