Fort Lauderdale Tourism Agency Rebrands for Summer Season

As the hospitality industry transitions from perhaps the most turbulent time in the history of tourism, the Greater Fort Lauderdale Convention and Visitors Bureau stands ready to welcome visitors back with a new brand.

After more than a decade of “Hello Sunny,” the Broward County tourism agency recently launched “Visit Lauderdale” as its new slogan, with “Everyone Under the Sun” as the destination tagline.

“[COVID-19] was very challenging, no question,” says Stacy Ritter, president and CEO of the Visitors Bureau. “It hit everyone hard.”

While the dawn of summer isn’t peak tourist season for South Florida, the rebranding coincides with National Travel and Tourism Week. As COVID-19 restrictions begin dissipating after Gov. Ron DeSantis recently rescinded mask mandates, prohibited a vaccine passport and lessened capacity measures, tourism officials expect more visitors than normal to the area as the country starts traveling again.

“We’re looking forward to a busy summer season, which everyone needs,” Ritter says. “It could be the best summer Florida’s ever had.”

As the official marketing agency for Broward County, the Greater Fort Lauderdale Convention and Visitors Bureau promotes all 31 cities in the county. However, after a study focus group revealed Fort Lauderdale as having name recognition that can set Broward apart from its southern and northern neighbors, “Visit Lauderdale” was chosen to let visitors know the county is ready for tourists and locals. The new brand also serves as a way to reflect the diversity and inclusion of the Fort Lauderdale area.

“With more destinations opening, it will bring more competition for tourism,” Ritter says. “We want to get it out there and help people understand what we are.”

The Convention and Visitors Bureau partnered with local businesses to help launch the rebrand. The W Hotel in Fort Lauderdale had a mural painted by airbrush artist Avi Ram at its entrance to welcome visitors.

Gulf Stream Brewing Company, a brewery in Fort Lauderdale, launched its own “Everyone Under the Sun” beer as part of the rebranding effort. The craft beer combines a traditional hefeweizen beer with a Florida-style hefeweizen with a citrus blend to ensure a South Florida taste.

“We wanted something that could appeal to everyone and for us, it was a natural fit,” says McKay Ferrell, owner of Gulf Stream Brewing Company.

For more information, visit sunny.org.

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Drew Limsky

Drew Limsky



Drew Limsky joined Lifestyle Media Group in August 2020 as Editor-in-Chief of South Florida Business & Wealth. His first issue of SFBW, October 2020, heralded a reimagined structure, with new content categories and a slew of fresh visual themes. “As sort of a cross between Forbes and Robb Report, with a dash of GQ and Vogue,” Limsky says, “SFBW reflects South Florida’s increasingly sophisticated and dynamic business and cultural landscape.”

Limsky, an avid traveler, swimmer and film buff who holds a law degree and Ph.D. from New York University, likes to say, “I’m a doctor, but I can’t operate—except on your brand.” He wrote his dissertation on the nonfiction work of Joan Didion. Prior to that, Limsky received his B.A. in English, summa cum laude, from Emory University and earned his M.A. in literature at American University in connection with a Masters Scholar Award fellowship.

Limsky came to SFBW at the apex of a storied career in journalism and publishing that includes six previous lead editorial roles, including for some of the world’s best-known brands. He served as global editor-in-chief of Lexus magazine, founding editor-in-chief of custom lifestyle magazines for Cadillac and Holland America Line, and was the founding editor-in-chief of Modern Luxury Interiors South Florida. He also was the executive editor for B2B magazines for Acura and Honda Financial Services, and he served as travel editor for Conde Nast. Magazines under Limsky’s editorship have garnered more than 75 industry awards.

He has also written for many of the country’s top newspapers and magazines, including The New York Times, Washington Post, Los Angeles Times, Miami Herald, Boston Globe, USA Today, Worth, Robb Report, Afar, Time Out New York, National Geographic Traveler, Men’s Journal, Ritz-Carlton, Elite Traveler, Florida Design, Metropolis and Architectural Digest Mexico. His other clients have included Four Seasons, Acqualina Resort & Residences, Yahoo!, American Airlines, Wynn, Douglas Elliman and Corcoran. As an adjunct assistant professor, Limsky has taught journalism, film and creative writing at the City University of New York, Pace University, American University and other colleges.