Jacob Ogles
As Hurricane Dorian threatens the entire state of Florida, hospitality professionals in the state’s top industry braced for potential economic threats as well.
The storm’s “cone of uncertainty” as of Thursday afternoon showed all of Florida at risk.
That left tourism professionals around Florida shifting modes from beautiful presentation to physical preservation.
“At this stage, you are just worried about making sure employees and staff have plans in place in the state,” said Virginia Haley, chair of VISIT FLORIDA’s board.
The “VISIT FLORIDA Now” website is now reconfigured to help residents and travelers find gas, traffic updates and available lodging. That’s part of an agreement with travel industry website Expedia.
Any questions about whether individuals should stick with travel plans or make different arrangements get directed to emergency management officials. Human lives, officials say, come ahead of business interests for the public agency.
Professional organizations similarly carried a public safety message.
Carol Dover, president and CEO of the Florida Restaurant & Lodging Association, said the group is working with members, residents and visitors on preparing for the storm.
“Members of FRLA staff are part of the official response at the State Emergency Operations Center and (are) alongside our private sector partners to assist in response and recovery,” Dover said.
“Although Floridians are accustomed to storms, it’s important to ensure that we take the threat of Dorian seriously, prepare accordingly and heed all emergency orders.”
The group also encouraged hospitality businesses around the state to prioritize the needs of their clientele.
“We encouraged members to waive cancellation fees as the storm approaches as our primary goal is always the safety of visitors, and we want to keep them out of harm’s way,” Dover said.
“Additionally, we have urged all members to extend hospitality to pets by relaxing any pet restrictions they may have.
“Many people are reluctant to leave their feathered and furred friends behind, and some will refuse to leave unless they can bring their pets with them. We hope that relaxed restrictions and pet-friendly accommodations will help motivate those in the path of the storm to heed evacuation warnings.”
But storm talk always casts a shadow on marketing efforts in the Sunshine State. Most in the industry can’t help but worry as much about negative images in the news.
Hurricanes, no matter where they hit, tend to soak bookings statewide. Blame national headlines saying merely “off the coast of Florida.”
Cancellations have not kicked in statewide—at least not yet. Haley, also president of Visit Sarasota County, said in her home market, few hotels are reporting cancellations.
Anxiety has already started, though, as the 2019 Tampa Bay Labor Day Tournament in Lakewood Ranch has filled hotels up and down Interstate 75.
Should the storm shut the tourney down, the regional industry takes a hit on a major holiday weekend, affecting hotel profits, staff schedules and bed tax revenues.
And should the storm hit Florida, there will be challenges for hospitality anew as desperate residents seek lodging with limited resources.
The FRLA has encouraged members to sign on as members of a Transitional Housing Assistance program.
And Haley said Visit Florida will shift roles after the storm to find fresh ways to promote non-storm-afflicted areas. The main website will focus on areas tourists with canceled plans can redirect through travel routes. She notes that when Hurricane Michael devastated Panama City last year, Pensacola remained relatively unscathed, so tourist dollars could remain in the state even if regional markets lost business.
