UF00083562_00025.pdf

UF00083562_00025.txt

UF00083562_00025_pdf.txt

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The Honorable Farris Bryant
Governor

Ocala, Florida

Re: Advertising Florida

Dear Farris:

We have talked several times about promoting Florida,
and I have indicated my personal desire to be active in this
regard. I should now like to further discuss this with you
at your convenience .

It is my opinion that Florida has been extremely weak
in its promotion of industry and tourism. This letter encom

passes my ideas as to the promotion of both phases of our
economy.

Chapter 288. Florida Statutes, covers the Florida Devel-
opment Commission. It shall consist of nine members, one
frOm each Congressional District and a Chairman from the
State at Large. all of whom shall be appointed by the Governor.
These nine gentlemen should be people. as the Statute states:
"selected with reference to their knowledge of and interest in
the resources and development of the state." Among these nine
there should be a diversification of industries and background.
but one prerequsite of each should be that he is a real sales-
man for Florida. As you know, the Development Commission
receives no compensation. It work s with the l. I. Board. may
accept grants. issue bonds, notes or certificates, and generally
participates in financing schemes for the future development of
the state. The CommissiOn has an Executive Director who
should also be carefully selected.

Hon. Farris Bryant
Page 2
July 1, 1960

While the Statute does not so specify, The Development
Commission, by its very nature. is the personal representa-
tive for the public relations of the Cavernor. It is his tool.
in and out of the state, to promote sell and advertise Florida.
Consequently, I cannot emphasize too strongly the importance
of its membership. It must consist of men of extremely high
caliber in every respect.

I would recommend the creation of a one-hundred-man.
state-wide c0mmittee composed of Florida business and pro-
Iessional leaders to help mold the program and make recom-
mendations to the Development Commission. The membership
of this state-wide committee or council. in assisting the Develop-
ment Commission, would serve to co-ordinate between the Devel-

opment Commission and the respective individual Chambers of
Commerce throughout the state.

This committee, along with the Development Commission,
should call for an immediate study of the existing programs and
policies of the Development Commission. Thereafter. all neces-
sary changes in policy and programming should be made and a

bold and dynamic program adopted to promote Florida during the
coming {our years .

This should call for. among other things, the following:

1. Complete cooperation and coordinatiOn between the
State Development Commission and the advertising of the respec-

tive Chambers of Commerce throughout Florida.

2. Close liaison and cooperation between the Development
Commission and the Florida Hotel Commission

3. The Development Commission advertising should be
placed on a regional basis in order that each section of the State

receives its fair share of promotion in line with the wishes of the

people of each regioa and its economic needs as to type of indus-
try needed. development of tam-ism. etc.

Hon. Farris Bryant
Page 3
July 1. 1960

4. The Development Commission should create and cause
to be made awards to the members of the Florida State Highway
Patrol. Sheriff's Departments and Municipal Police in a program
emphasising courtesy by law enforcement oHicials. This is a
must for a tourist state .

5. Television should be used more extensively by the State
in its promotion of tourism and industry, particularly tourism.

6. Florida is sadly lacking in its promotion of "Vacation
at Home" and "See Florida First." More than not. Floridians do
not know their own state Encouragement of vacations in various
parts of the State would serve as an economic boost and tend to
create better understanding between the areas of the State.

7. The Development Commission, with the American Bankers
Association. the American Association 01' Savings 8: Loan League
and other such groups. should cause to be created. by out-ofstate
institutions. a package plan of Florida vacations as prises to be
worked out between private institutions and the Development Com-
mission and Hotel Commission. They. at their own expense. would
advertise throughout the natiOn. in lieu of the existing package plan
vacations to California. Honolulu, and material prises such as
automobiles, washing machines, etc. This one has potential.

8. A new drive should be inaugurated as a crash program to
develop Florida's summer tourist trade for 1961. I have some dei-
inite ideas about this which I shall pass along to you at a later date.

9. Upon physically entering Florida, our tourist should be
treated with real fanfare. The Development Commission, in
cooperation with the State Chamber of Commerce and other agen-
cies. should be far more active in its promotional activities in
greeting and advising tourists and potential residents of Florida.
This could be done with very little cost and. in fact. can be done
with no additional cost to the State if properly co-ordinated with
private Florida industries such as the home building industry.
savings and loan. big city chambers of commerce. etc. A Florida
building should be constructed north of Jacksonville on U. 5. High-
way One for this purpose. The Miami Air Port should make space

Hon. Farris Bryant
Page 4
July 1, 1960

available for this purpose .

10. The Development Commission should work with all
types of local promotional schemes to obtain the maximum
nationwide coverage. For example: Tampa--Gasparilla. Pen-
sacola--Fiesta. Plant City--Strawberry Festival. Big League
Ball Games, Wintering in Florida. Notables in State, current
and continuous stories carrying items of interest of Florida First.

One must realize that Florida has more to offer. for tour-
ism and industry, than any other spot on the North American con-
tinent. With this realization there must be developed an imagin-
ative and dynamic promotion program. the likes of which neither
Florida nor any other state has ever had. 1 know this can be done
and that we can have our tourist trade tripled within two years
and that we can create a waiting list. so to speak, of new and
desirable industries wanting to move to Florida.

All of this cannot be done by one man and the initial ground-
work for the overall operation should begin quietly. but effectively
in the reasonably near future.

I hope we will have a little time to discuss this while we are
in California.



P. S. Incidentally. are you intr' at the idea of creating
an American Roll Call of States somewhere in Florida during the
winter tourist season which would include exhibits from each of the
50 states? It is my guess that the Florida State Fair at Tampa
would jump at such an opportunity. It would also give us an excel-
lent opportunity to bring the Governors of various states to Florida
adding recognition to your administration and undoubtedly giving you
and future Governors an opportunity for more effectiveness in South-
ern and American Governors Conferences.

FOszc




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