|
II-
M amazon mam? 9.1235. FOR MIRILT.
amuse oFW.WLZ-m_ar7m Dimztor
Ploride Develonmnt comission
'22:: he. been nemlimcd
.'.. Stem}: inereeee in volume of visitor.
l. .teeord of 11,305,390 tom-1.1. wt in 1939. authoritative mult
..L'.'.'.'05 how; iloriiu i. more popqu vuetior. into.
2. Deqitc adverse eizmvtanwcuhcnb neuron which drastically cut
rune travel, hliezcrd: which immunized potential mtomtlle
visitors, unsettled stock nerket conditions, ete.--touri:t volume
ashtontielly held it. own 12. tint 1:01: of your. .sntieimtcd good
vol-am; in record huli .;h:~u.:. 4:11. another meow your.
e. P-nzc of touriut induztry ha; been otcedily broadened, with rezultinc
inexuze in total volume me total spending.
1. Poncfits of tom-1.4: now have :preml to virtually all section: of
the irate indeed of being: confined to only u few.
2. 4. degree of :tlieation he. be r. achieved by eliminating the .zevom
rm: elm; which onec mi. conducted inevitable in I-loride.
The image or Florida he. been changed in the public mind :0 that. c.
0!
o
florid: Vocation 1;: no lancer termed a: a lunar; that is out or
reach of all except the very wealthy. m resulting inflow of people
#2040 income:~ em good but not unlimited hay, attain, helped increme
total volume.
mud: can he accomished
3.. Volume can be subatantzolh' ineree; e1
1. ma tourist spending in 1959 m 415,5oo,ooo,ooo. nos-143';
chart of thin was 3,757,312,000. A: the nuticn'r favorite tourict
state, Florida she-.1111 he nhlo to inc:enrc it: ymportionatc sham cf
the total. Hanover, with raid vacation: becoming nicest what-:11 2:41
of lance:- durei is: 1.3;. ft}. Erma: and other tuna-era. fen facilitate:
content]: masking, lt'- inevitnhlc that the fotu value of tourist...
the mac; the; gem: will continue to human.
2. The base of 310M511 tourism can be bmaened 41:11 none than 11. has been.
.;*.'c:x'*b:~r- of ~". a; grit. cans. Nth mid'v; weal. mm, m:
and :hmald be achieved. me chancnce hem, while mm difficult than
the halting of the man: *c:.;o:: appeared to N cr. get: are.
.7. 17¢: re learn: of .34; cc: h: prolcm *5.
1, :, 9;~,2,o beam! acre we:- -::1e thm-th imam-mt an; :omtic:
mama mention; move, tourLt- will have mm :' 221-4931: and
. isnt-men:- 91:3. cw. 2r}! 1:! :n. '1: much v11! )2 $133120. to:
trans). to Eton-m. the: effort .tmal; hr ago ta sauna: the the
of .11. mar: 11:: 1:: 4:31:15 flank. xated. of .rcnr:::; it at
[.9 suntan. 3:. mute tc and fro: the Jute.
2. Ipnre: uterafc $1.11; 28:: N: caccurnfcd In 20
z. Pmmttozt effort: 3322;; he s:to:..:1ic¢ 1:. cm... vi. :tor. 1:
want to no m and attractions they had not included on their
:21 3:31... :cl'AJule;-.. (111:; teahzique alan '. uu::.-' cqlcz'c
wit} ,
I)
;:.;1-u:r.!>1.: .--:c.-. k 1-; ;e.~_c ;..L of ne -m¢..~' L: 13,316.
Jamal-5..)
'b. Jlthcuch :31 ul'rhzr. 31: .zope cf the Devclozzmnt car-:1; giant
actfdflu 3. cat-xv 'tc to: .txn: cvuh;..:£zc; ux. the vac,
narlmt. um: xated C..x.'.'.'|;" thvl. Ilnzmw- .2 it ha. a. :41 c2? :1.
on a: the: 3'. all]! c...:.: .uclx '.'.' it 35.2; than (".11. .... {Hung
cr cu:th 1213:.
III.
mm 1: being (Lone
- .. ataxia int.
1.
atria: tic 1559-50 :2er ;ca.:, 0,000 23.. .ted in Befter
Hana. md {EL-:dcnq £:..:.1~._', ataxia; arean mat and the 3:51ch
053091'12 mange. L-x Attica, 51'." :zovtyeyer. were use. tl: rive
cementum: cov-zrz-ce 1;: Plush)- magm- mnemnrrgmn]; L, the
mid-under?) and cactus: {kit-2:: State: and Canada. Mal circa lutton
or those pubueetian: um lln,OOC,Om--excludinc :eeondtm' nmrehip.
'". :str. .f'?. .. ..- *2 ;:.',-_.-:J.'. 3.7!.
zz-393.1: 30-: fin-3.; "3-
the plan: of granite interests: am: local troupe. The caplet: ataxia:
uvcrtiurc .acreiulc 1. eat out a pear in odvmce to all ;e~:neat; cf
the tennis: luau-tr 0 they can plea tie-1:: u! to apples-mt the
state': advertizis: efforts. the magma: schedule: are sent out to
the sun: ement; on u {auxtm'h' tau.
2 Pmnotion
1.
Pm':1et.- and tree. ;
c. Vmatnou Guide
I). .peeidized MonacoSterling 90:.t1nc, Golf in Florida, etc.
m ton-date 22" a 2?" fcur-eolor poster. m dizrrlcge in cut-01'-
tzte hr, 21:130. 1 en! :-f:'1*:e t':".c? officer r36 other Ilene. 322::
tourists congregate. 2131mm hundred leading travel egeueles thump}:-
owl~ the 1mm State: and the Caribbean cramever: :ncnber of the
mxeu. :ociet: 9? Traci .gcnt- and the Eational '. aocintioa of
"raw: Organization-.14- meoivinc in qucerly :nnazlmt: :.
complete .et 01 3 :14; inter" and other ymmtieml materials.
3. 321: Litmnthe :emi... :o;-.: £11m 1.0mm set: L: a. xii-Airman
gene: to: the Cami:.'o;.'- {3.11. am for Florida. e'tze- and
attraction- the: v; t to real: people through the motion picture
medium. "the Erma; curseml; 1:. circulath 12; title: and a total
of 37'. pinte. During the pest 34:11:, live audience; totallan more
than 2,000,000 viewed. the film. In addition, 1,13; telewiaior.
she-Ant; reached d'cut one-c323: at the potential ten/vixen
ale-rm '.:df:-rte t: the :mmtrg.
h. Travel chews--the emission has participated in five tmvel above
In the that ..m'e:: -th:: of LTD. These :how; mt cnly help 4311
Individual potentiz-J v: 3.02 but in caution help ell slower. to
hundred. of truel writer travel great: and other: who he]; pecple
mm: martian amnion...
Direct nail-Luna: the lat fine] :ear, the 30:31:;103': and
3:.11 aqmm maxerel name than 50,000 inquirie: for toust
information.
C. New: Fares-:4
1. Regular mlcues, and: unwanted 171' a photograph, are .ent. weekly
to :U. travel tutor; and to 251 outdoor edition.
2. special mleazes, alao ueeocpeczed by Mgr-er), are sent to
surllzatfonz. eithe: upon :Vqucd of editor: or where cit-examinees
lnii cute a :tor; that wall benet Florida tourist: .tnnd; u chmee
of being met.
3. me Bureau's 1m Yoda affine keep: in constant touch with all type;
of outlet: to facilitate placement of Florida. material, both that
2011:): originate: 1:. the Tureau and that prepared by (thanks. of
Mae 0:- privrxe into-m4. .
1). Research
" The Mission's advertising agencies, assisted by 1mm station
nemel, the state Reed apartment and others, am cumin: on an
I0
intend: rescmh pmrrm to help uni-.131: all aspect; of the tom-tut
mr: -.
IV. that 1.. being; left undone
A. In the field of advertfcier and pmmtion
'5 OThosc activities which have been tried, found to be pmisinc but
Cannes-no.5 $23.3 -: 3f "._.-' 15' 2.4.;
e. I. apart- -. .'- .c'J sanction met: in nus;- c:t:c;.
inictek' (:92: r: tau.
1 :cv..eion o.-;:-:.n:.?.lo::.
e. Roxana-ch and. adverthin: and promotion to take cavutute of the
ran-111:5: maria. arrhct :2: 1,531: mericc
.Avert::' 1.! 3301:: ion to obtain mrc convention-z
e.
M mm acti'dtie: ecu: so oiicr communal: potenticl but
which have not been ta.th Menu: of luck of fund;
a. TV .pot amouncmmt-
b. .dvcrtiuns in :electc'. Sun-open publicatimx;
P. In the tie}! of to :ftrlit;
1. There still are some deficiencies in the hospitality accorded
viuton. The bent pmmticnel prom that could be conceived
by 22:. won't 73:: a vifitor bust: If he this: hen beer. cheated
or treated mdel:
VI.
"he :oqnttion we face
B.
son?
1. .11 the 123:1th caumtm are termini up 9' :r tout:
[auction]. prom. atcr facilities are being huilt 0:;
tmcponaticn :hccule: lezm'cd. 3cm; excl-2310 cf inch-cw;
udvez'tirinc by 0'0..- :or;petito:. 1:. that Ito, .vaa thin year will (pend
52,315,000 on tour at. pmmocn, out of c. total son'nmmntal budget
of :2?,OOO,COO. 3 :crth 920:3"; 1'0me tam fatally: 5?, i:
1959; 600 111 1960 for an increase of 60 per cent. .Tet fare: to
3.1me we Minn com-ant): reduced
mute:
1. Virtually even: ttttc he. in the put 12 uonth; either cmatcc; r.
tom-1.1: promotin rmgra for the first tin: or ezqannded m1
existinf one. I'c:-.S.co we Senate mat to con items: u.- demonic
awaken. .zzcc the: can re mached b; wtonobne and thu. cut.
gate the 30 per cent or F1 ride swam-Lt: who um: z 5:: node or
tnnsrortation in 193').
that Florida amt do to attain it; full tourht potential
C.
2:012:23
l. Lute: Jute appropriutionu
2. Greater expenditure: loudly, -52cc coqpctitzon within Plaid: 1.:
recount anre inter. c with every rnscfnc your.
Continued and ezqaanel remumh, contimaed ew of Pre.h, Invinctvc
1:23;, teamed: and coopcnian cf nl. concez-nec nth tom-1:: 2ndu try.
mug-tango View or: tmctmcat of tourist-we asst forest: the char-nu;
bonanza far mpcat bu. 1:... r2.) long-nu: ..t:-.b11!t;' um: prorpczi .
PAGE 1
C .I'02 C i re o clim: ~:7 B. 2, ?.16 6 .." rC~~:;-:Na ve D1 mi -. L' .OrldD&Vt-103:ft-,i;it JOmir:.lCtfl r;;t:~;c.. CI'Di-,.0 01 -:9.";.':;0 Of VI:' idi'. ca 'rt :12 11.,"iGL7~2 -;.ca-:'. -:et ir: 3.'9. .ittlod".z.live' '''ratit .un; d'J: "'1C6:'.. I ra '":g1-.I.E.:' vitu.t'c:. Ida. 2, 1.10..} i to :2:11-02-.0 e i -'c-.:,;;t.1:a:: --Et CI'. -.270.. wllieldre: is ::-d ".;' att f.rcc t 70::21, 3 U.::":'l -fr ~ -') fr'':old iina 20:%02.= ti" fiutord a ".e Visitor" 1[000%006 StoCN !"111'300 CC316tiOng, etc ,,-,-touri "t YQlitliid :1:1.:%::C ul'; 210':6 R .c'.r:. : -fir. t M!:' o'' ; e1:c, .'d iag nted ccr.d -.31:stt in JuuG;a 6"~ f .k:-.j e'". mo:3:L' -'m9''.. guier. re..e ot" t.i: N r.T fra~.u:tg h:... Neo-I i-cc. ~ i 17 ':n':ca:'a ~ With n' :lltic.E' -.0::.:...0 1:1 otel voltar.e r:-d -.et','. -pedir=0, -. Nrefiter am:c.o': ht:.e .I:Ma to v-mer.l.ly di att10-.. of %:: .-tate 2:toad of bac co:102cit 2 only a for, 2. .. Mr:o c.f etd!:U:le:' N.. l'ao. actie':oc 3-r e'.ir:IM:-~.r.c the .:c-Je:c .=r.u: .'::::p A::s a..:-e us. 00|1 inuxu me:stMe ln. ?'.216, _-,. "he d'A't' of 71[1?".30. M. heet dt:;;;td 2:t i ha _0%".3 c "-imi s e theI i, .d.. -:r.cetion i: :-.o le.=-er sce...-Cc
PAGE 2
6.1 $001'1.-2 27:105 C in 39 WG 310000,000$& Eloddd are or a ut.: :-; -zene. a the .teter.'r 2:crit. -:ei:t Me, ''le,--id:t she 1 te 1 : la 1:m::au: e -t;11:'cri>r'-~Qrn'e ..1r.-cf he toin! .|b:--'as -rr.l-i ec:',Me" Neo'".iiir: Etra.-t tz 9:0: --] 's.2 ef ir:1'':-1" {.U:'d ,.. h"-l-:.;g:_ -0.L-.i 0232 iz'1L:.i'C';%fC-il Rd --l'.ir ecs.totl:3:!rr ---2-'2V ~-ta"-e the *M --01,1 a oh'-e E '' it:-a--I *. 3:.q0 .:e::].1 00-'.51::1.2 10 i00:-f::t: e2. hh.. c: er Flori -.. Mr:1.3 -:Im M 5-r,000:IS ..t ~ i t -lore th::.i: it ht. Toe, u: ~: ---..:...1 ".':: -'.c C'" NN l'd :-i ~~---:1; ildrj. 'I'---, T -" :hm:13 N uch eye.!. 3.1 chai.7 heirm while more art'ist thr:. 2 ---?' of the: s a:-r -:' e'. or, :.rjer:m.~ M N 'er. .Mr a:N. ..% Na:ra: .r-e -ra .~2:e a h lipr'":a tr.:N/dicr. e "!eri G., dCN -e '--Li d i -til h:2 C 2101% IM~/-::-t "r, Ed -13037t --;., :-:-. 1:-.Mc 22-: ::".2 c "!r:"li -IdU 1:tryit'':-fi'ir 3 ~10ri ... '.i:.", Phd .EC".' -s"E--C 4-2 ul.Mill. 90 W U ; -02 g:-. /.--: vi.-:~ '.. 22he c. '.L:-r'd i : :D ::s :.T'rer.cuor.s. ..r. .' s a .I'le-.. .a '::.s a l.. .M uset up a ce a 670'110.%10% M-f YLDI (100 fr-i" itil10-1 0 -. a .it.d. C .mirP '' 21:--e C -t .T. C .Q"I -.3.0 th:.". I N-
PAGE 3
m. 270 lone .. he r.c. th. 12-20 'i. r '. I a.n ,.170,000 was 1"I':e ta~ a ??te;-al 4':'ir.., F-i-l's, Pt.|d';y N|r:fr"" I'Or.t [!ad ilN ".:." ihr;: 1 C a MA't:"''i:".e. L.. ...i.t loit, Z~ .-afspp.g. -:4.% .|70,~ 7" l'--:-) nt'N GDi -. i;/"O 1;: 30 f.' t.'. ma'-Le ;'1Ju":et:.--pd"I-,.'; i : 1:1 d':r -te .te-n tal er.:tt. m 2.-t u .'-.r..te:as 0:sa,& -utui e xi eOf the-e p:itliegtion:4 -~1!,X%~,0CQ--exciw inr' ;ecolids.,--;; _Tedgship, 2, -: ."'"'|'t: -t-., .as ":. -::-.-..r -:'.-'-7..3 N' -, :a s -thC plPJL a '' p': v|tte |DieTO:tr 6"j 10001 -"..t:p:.. '"he es-tr.Nie Eggt "T.Q ca--AC.~r.da,~ule L. ;'t "a e ;27.': -r. gavt-rae tel all .e--et: cc ti;:: te-r::t frat:-: r. the;--a pha tuk:: :s % -|pi...ore:|t ta matter ,,gy, .cffert. le ne;t.:Mer achallele: zee .mait ort to la e-,:ta .g:-e-1-. .a:. a s-a:G:--:: 1:,. YGO107: .. 'rt:".let. :.:16 bO d=2. E:s : Cil'On litu 3. 4',001-.112.0.1 '06.lt''t$--7cd'u 40ti;g Calf ir. Fler" -r., f.g. 2. l'1: in-'. -,-2 -.'E01'" x /" 9.uM:02 Dr pc-.:tel" 2:_re di --pla M M 0;&of-. tita h' "| i!"0 ~ cf a-'l':.a t'?? ei-'Ir:0 -rm" ".th:11-2.r:-je. A--:a 101172:"t1'. Gentr''eFitta. Mghter] hulad!'ed ].el;dj rif UNVel Z!Nicier tomghor UN -r:te. :tr.te,-;m t'r.o Career_-: ees..eve:--licee: of th:. -a'n-i ,;==-: 01-: r, Tre'. d'. .gr :;--a the S tiers-.. : %: 6: -,;-, of 25--'1 Orit'si?.L,t.20t:--i .:.':20:Y '-i.m 2.n 0:M dedy ll'.:ti.lr-<'t-.3 .. 30"3'911:20 -at Of 7202!2:. j-3 tr. ----.? athia' pe;|rttt";-.: i m;-.:.d'Li-,
PAGE 4
-.51-:21.-4:0 aca--.. ::='; tihr libest; act: n.. s a ..t:ihilon e,7c-D: the 0@:-117:, 9..'.. !'ibi.. ei..i ''re ':'ler:t-c. c'ue. E a-t -,mti;ci tact 1;:..-11 1s. Mr.it 2001:'.0 to stelfh i.he 1"C* If3"a -g'.ctUN -el-:ut ."Te -:t:e; coxet :.; cio at ~r-E' 12~ t i%:. MC : tend gint. .Dir_r ta 9:1 7:2;-, lhe midlera-. WllinE -m thwi 2,030,?'00 v2.ru t'rt. ''E-1:: In oriit -c., 1,17 0:-12'. or 3:'A .r reschel dout .3:--e-rar-te-::? the ytenti'.'. %6071.--:07. .j t../.-.::'' y -e 2: th.. -:o:..:t c .5*:'avel :-hoira-.-the CUndrdon hrs pe:'t.idpateil in five 1,rm-el 301/[: j-, the fir. t .e':cr. t'fr:'.h.. d 21 "'her.e tw.; ni ore. adp ..02. :-,G--viria get-.=ti: %l';.: 5::.7 :.n r.lemo:: Ec4 -e~.1 ilorMC M h-akrea of tr:sa -.:ribs' n'nsd --''i:".1: r.|:3 otha:" ik hdi 5=r's r;:-s ',sairn 0;0=.%... Direct rz.-1--Cr:fr.c de h...t fi -.d -. E-:--a the roaril :: 10:0 -6: red --1 .9 deg '-ftrit : f: .ici-a "Om tag COc!OO ig11 riu: for tos ::,.*. infoer-tier.. legize relet-e.s e-,tet see:grprE V:a phrtogregh, ere ..ant weet -a M travel flus.. M To 241 outdoor ditom 2. .apecial rdca:06 nl.:c accompaced e shotograph:o are :lent to gali-:etienz. etter go" xq'te. t of editora ot'A'e:'a cirm:te:Cor -ntenitt. .tor-: tht me.~. Mnefit Fle:rian tottrio :ME: a Mc;ae of N2.-1E 2.:0,1. ''M Ilurerm-1: ''ev Yo::: MS.;e ::eep; in cor.-tant toset 'Ale cl970. af 0.;t:kic to ECdlit.tc -e.COnK:Itt of FIC:'; Os BlutCrir:1, 1:nth thr.i-shi 91 C d ("!'181--0-. $r th$ '~1txti: I!--:1 'ant gegred by Chm11t!r.. Of te:=ierce < y pga.t<: i::te;-.. -:.
PAGE 5
b. 3eteni'ah .The Comm:scion".: silvertidng igencie:, a:a;iated 1:-; ~/&21:0 itrior. re--;.ca t.h: Jtutt ::aad impa-tmem and other:4 m m:'aimE a .ten.: ye m;cceh _m-r:;n to hely one.l.i.-ze at a-pact er the to er -.g.. ct"i mLiai's A eli of e/Teil li:="" a framatia*' e: 2.'.0% heye bet:n tried, i-Crra to be Tronkiaic at -ekv .5:e:: e.:~.:-' 2*.:0:e. :n:.:e:=ret al 2-2.:. --r.7 : r..i pomtrar. to CO.e adven-..t'a of to estir.r fort:;t Trat iLC-'t '::13:"102 d. ,' lyerti.: ing 1:1,2 imT' ''-ri.D Gat::: E !!Ion -'a*'.Yed.:Ed ha.e Esta:-itlealch ee-. te o-;rer car-.idezele rotent-:-1hit. whah 1:r.ve not Mc:1 te .tel 3:Ce ---e or ir-e': Of f.%r-d .'N ..3:ot ix".:n:'erd... b. :dve--tiler 'n ,.elede'niet". l'im-a-t-c-a fiil i 01" hO ."~i. -|'here raili are .:ome del'ielencie:3 in the to:Piteht7 aCCorded -a tc:. .Tl;e M. t yo-';ttic-;cl Imre th--C eens he corecived .-302'$ N:';:7 -r:-itor 3-Le :" t:0 Thir'--.: M". %-05 ch'a.E 01i'1'dati:' "."4212"
PAGE 6
he so-gat -ti'::: ac frac .. .1 t!'e W;i'r~c-a.) E '';f '..-:. .-'t. t reffi-up tl.tir M-_. 2 -me:eml ter;-.. Bet",or ra,.tist:ca e;s 1.cir.t4:35 eL'E.:1:Ca*CCI iC. d.i f.:-: 21';.;'0YO."< ." 3':t. c:-it'-!gie C.i' ?| ;;" (a s,. .vourir.c h;; ats' ;cri.c l'.0:.. i.. the -:e. .-c:, th'.:-;ee. -pers ,20/100 cr. W-'' -.0 rm!W W ma+. ,!' :. tet.s.1 r-o -e. e t h:liget e:n-pe,&. -.w;w o=:a ce: m.. xC-3, 000 i r 99 fo Jm i rienit:;e cf 9 30;' 1;&r.'.. .Iet .0 a.ore '1,Cod-%:r.1';-,Maa::i .2/22 t~e I a \' ~.:'t 3:2 -1-6. '.;1 1he pe,;.1 12 rm:6.. e ''.5:r c;-e .es i. to-,2~. t rm:nt io:.:.1 72"7.. for t he: h er.: 11-2 er expr.ded re c" ;.tt:.;' c:'e. 1'e ce J ai a-,rd:mt: 1 M co:: 1--t:red t. .ca, t a 30"|20-130.'.. ,;CG fr: L'E-N 't::!''h!d. l', LL:tgr105th -2.:4 ths. O,;t. I''.to the "O p:-' de:.t a E N.G'd 00 ''0L :2 .t. 'd'0 |:20 th :: 210:~0 af tall.'ID''*;-t:Dr' :.r .. L-i-t -O'l &&^i.. -'. 410 10 til '.-.in j !. N'.1 tegl et 110' 07,1101 .. |bz;e; i .! -.;;;;;r ..th aggropist ~o. R. C;oater o:coc-iditu::cc. In x11;;, ..:w; norgetit0:| within ''e,;ik i l'cTJ:'id --Ipre ilite;i. g 'J I th, eveg_rn;:E i -'.E ;-er".5 -007'.tij--W-2 6:|i 8: ''CJul 20 .tGrs'ha forst ~r;,.2 fl1|iv ef ri'r;. ,'MN E.LW r! Jr..'., *.ety-t;ami cog'.-:.--.' -3-. c i' :2.~ Cors.T:aa if.th 10-,1;3.: i ~ ridt; i.3: .,C;r'-'ti;fe Ti -:s m: 1,3:3.--07.3. :''' ict-?! ..i ---.J.;i ;;;ty;t (Oreft this .:3102 .x. h:::U.:m fEr age-.t l-L.. -:.0. .. ::. : ~;;'n;--;'tilt .tiK 1. .a ,| 73. 20:11
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