PRESIDENT & CEO Visit Orlando - Orlando, FL - YOUR PARTNER IN GROWTH | Position Overview www.searchwideglobal.com 2020 SearchWide Global
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Visit Orlando
PRESIDENT & CEO
Orlando, FL
YOUR PARTNER IN GROWTH | Position Overview
www.searchwideglobal.com © 2020 SearchWide Global
ABOUT VISIT ORLANDO
Visit Orlando is The Official Tourism Associa�on® for Orlando, the most visited des�na�on in the United States and Theme
Park Capital of the World®. A not-for-profit trade associa�on that brands, markets and sells the Orlando des�na�on
globally, Visit Orlando represents 1,200 companies comprising every segment of Central Florida’s tourism community.
OUR VISION - To be the most visited travel des�na�on in the world.
OUR MISSION - The mission of Visit Orlando is to brand, market and sell the area globally as a premier leisure, conven�on
and business des�na�on to generate posi�ve economic impact.
COMMITMENT TO COMMUNITY
Visit Orlando recognizes the important role it needs to play in the community, both as a vital partner in addressing
community concerns and as a conduit to the area's dynamic tourism industry. We work closely with many local
organiza�ons to enrich the quality of life in our community. From educa�on and economic diversifica�on to suppor�ng
the arts, Visit Orlando has played an important role in making Orlando a great place to visit — and to live.
BUILDING A STRONG TOURISM INDUSTRY
However important our partnerships with community organiza�ons are, Visit Orlando's primary focus is to ensure the
health of our region's tourism industry. Through our marke�ng and adver�sing efforts, Visit Orlando engages with
consumers to choose Orlando for their next vaca�on or mee�ng. Achieving our mission is directly linked to our ability to
forge partnerships among local tourism businesses to implement des�na�on marke�ng programs that will build a stronger
tourism industry for all.
BOARD OF DIRECTORS - We are led by an industry- and community-based board of directors.
EXECUTIVE MANAGEMENT TEAM - Our executive management team is continually recognized by its peers for excellence
in destination marketing, sales and member services.
OVERVIEW
Home to seven of the world’s top theme parks, Orlando is the country’s No. 1 favorite
family vaca�on des�na�on and Theme Park Capital of the World®. Visitors create
cherished memories with friends and family by immersing in the open-air adventures
and lands of legendary theme parks from Disney, Universal and SeaWorld; relaxing
at world-class water parks; soaring on outdoor thrill rides; exploring ac�vi�es in
nature; and dining al fresco at award-winning restaurants. With 450 hotels, Orlando
offers a wide range of lodging choices, from wide-open expansive resorts to uniquely
themed bou�que hotels, many with elaborate pools featuring waterfalls, lagoons,
water parks and even lazy rivers. Home to the most recognized travel brands in the
world, Orlando’s theme parks, atrac�ons, hotels and other businesses have developed comprehensive safety measures
and worked closely with medical experts to create safe travel experiences.
THEME PARKS
In Orlando, visitors both young and young at heart can immerse themselves in open-air adventures at the world’s top
theme parks! Whether it’s the magic of Walt Disney World® Resort, endless excitement at Universal Orlando Resort, an
aquatic wonderland at SeaWorld® Orlando, or building family fun at LEGOLAND® Florida Resort, Orlando has theme parks
that are perfect for you. Our parks also have enhanced safety and sanitization measures to help protect you and your
family, including face mask and social-distancing guidelines, contactless payment options, and more. Orlando’s theme
parks continually have new projects on the horizon, too, so even the most frequent visitors will always find fresh ways to
create lasting memories, year after year, in Orlando: Theme Park Capital of the World!
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OTHER ATTRACTIONS
In the heart of Orlando’s tourism district is International
Drive (I-Drive) anchored by ICON Park, Pointe Orlando
and many smaller attractions. ICON Park features The
Wheel at ICON Park™ — a 400-foot-tall observation
wheel, Orlando StarFlyer, Madame Tussauds
Orlando and SEA LIFE Orlando Aquarium, among other
reasons to visit. Pointe Orlando features WonderWorks,
Main Event, Improv comedy and many dining and
entertainment options. The action-packed district
features imaginative spins on all manner of classic attractions. Enjoy amusement park rides at Fun Spot America. Exceed
your need for speed Andretti Indoor Karting & Games. And explore wonders and oddities from around the globe at Ripley’s
Believe It or Not! or test your wits by outsmarting seemingly unbeatable escape rooms at The Escape Game
Orlando and Escapology. Or, skydive without jumping out of a plane courtesy of iFLY Orlando Indoor Skydiving. These and
countless other one-of-a-kind adventures are waiting for you here.
Outside International Drive is one of our oldest attractions, Gatorland features an enthralling mix of real animal
encounters and wild rides you won’t want to miss.
ORLANDO OUTDOORS & ECOTOURISM
Ecotourism has never been more popular, and here in the heart of
Florida — a state named for flowers and sunshine — Orlando’s
natural beauty serves as the perfect counterbalance to our
signature theme park fun.
Visitors can also enjoy kayaking and canoeing — as well as
swimming and more — on numerous waterways and natural
springs throughout the Orlando area. Some of the best are less than
an hour from downtown Orlando, including Blue Spring State Park,
De Leon Springs State Park, Rock Springs at Kelly Park, and Wekiwa Springs State Park, as well as unique outdoor atrac�ons
such as King’s Landing and Wekiva Island.
EVENTS
Find theme park celebra�ons, spor�ng events, fes�vals, concerts, cultural happenings, outdoor fes�vi�es and consumer
trade shows in Orlando with Visit Orlando's Calendar of Events. Discover fun for everyone, including Orlando's world-
famous holiday celebra�ons such as Easter, Halloween, Thanksgiving, and Christmas, as well as Visit Orlando's Magical
Dining.
NIGHTLIFE & ENTERTAINMENT
Live music, high-energy dance clubs, sleek lounges, side-spli�ng comedy and other op�ons are all part of our brilliant
nightlife, as are world-famous events such as November’s Electric Daisy Carnival (EDC) Orlando. What’s more, no mater
where you choose to stay in Orlando, you’ll find a vibrant, walkable entertainment district close by, including those
featured here.
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VISIT ORLANDO MEETINGS & CONVENTIONS
Orlando makes it easy to imagine the possibili�es and create unforgetable events
for mee�ngs of all sizes. With low-cost accessibility, extraordinary mee�ng spaces
and one-of-a-kind atendee experiences, Orlando is a des�na�on like no other.
From the second-largest conven�on center in the country to more than
150 mee�ng hotels, you’ll find something to fit every mee�ng size and budget. See
why Orlando con�nues to rank as Cvent’s No. 1 Mee�ng Des�na�on in the country
year a�er year.
With 7 million total sq. ft. including over 2 million sq. ft. of exhibit space, the Orange County Convention Center provides
approximately $3 billion in economic impact to Central Florida annually. Orlando is capable of hosting the largest events
in the world such as the PGA Merchandising Show, the International Association of Amusement Parks and Attractions
(IAAPA) and MEGACON Orlando that can bring in nearly 90k attendees for one event in March. Owned and operated by
Orange County, the facility is recently GBAC STAR Accredited.
POSITION SUMMARY
POSITION TITLE: President & CEO
DEPARTMENT: Execu�ve
REPORTS TO: Board of Directors
Responsible for the growth of leisure tourism, mee�ngs and conven�ons and membership business segments by
development and execu�ng effec�ve marke�ng, sales and engagement strategies as well as providing strategic leadership
and oversight of the organiza�on in all aspects of its culture, opera�ons and mission.
MAJOR AREAS OF ACCOUNTABILITY
1. Provides leadership, direc�on and guidance to all team members to ensure that the mission and vision of Visit
Orlando are successfully put into prac�ce and sustained. Establishes and sets the tone for the culture of the
organiza�on.
2. Atracts, recruits, trains and mentors and retains qualified members of the senior management team in an
environment that provides professional development, individual and team achievement.
3. Fosters a success-oriented, accountable environment within the organiza�on by establishing, communica�ng,
implemen�ng and managing appropriate standards of performance.
4. Ensures that an annual employee engagement survey is undertaken by which the Execu�ve Commitee can
measure performance and cultural health.
5. Collaborates with the Execu�ve Management Team to development and implement plans for the opera�onal
infrastructure of systems, effec�ve organiza�onal processes/policies and appropriate human resources to support
the strategic, as well as opera�onal objec�ves of the organiza�on.
6. Serves as member of the Execu�ve Commitee of the Board of Directors. Atends all mee�ngs of the Board of
Directors, the Execu�ve Commitee and all other commitees of the Board as needed and appropriate. Regularly
reports the ac�vi�es of Visit Orlando to the Board.
7. Ensures all Visit Orlando ac�vi�es are implemented within established policies, guidelines, state and Federal laws
as well as the highest of ethical standards.
8. Develops and supervises the implementa�on of an annual opera�ng and marke�ng plan to promote
Orlando/Orange County to local, state, regional, na�onal and interna�onal audiences. Regularly analyzes
performance and results of all func�onal areas within the organiza�on rela�ve to the established goals and
objec�ves; ensures appropriate steps are taken to correct any unsa�sfactory condi�ons and report to the Board
in a �mely manner.
9. Directs the prepara�on of the annual budget that supports Visit Orlando’s ac�vi�es and provides appropriate and
compe��ve compensa�on and benefits for team members.
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10. Delivers an Annual Plan to the Execu�ve Commitee in September for the subsequent eighteen months that
defines the marke�ng strategy, team development, organiza�onal health and financial compliance.
11. Reviews all financial repor�ng monthly to ensure adequacy and soundness of the organiza�on’s financial
structure. Ensures that the Board receives comprehensive financial repor�ng on a quarterly basis or more
frequently if requested. Holds monthly financial reviews with Department Heads to ensure each department
receives �mely and effec�ve communica�ons regarding their financial performance.
12. Acts as a primary spokesperson for Visit Orlando; establishes and maintains ongoing effec�ve communica�ons
with members, government leaders, business and cultural ins�tu�onal leaders, conven�on and event planners,
and the local and na�onal tourism industry. Serves on commitees and boards as requested or required that are
deemed strategically important.
13. With Board of Directors’ approval, represents Visit Orlando at selected local, state, regional, na�onal and
interna�onal conven�ons as well as other business mee�ngs that serve to foster the success of Visit Orlando’s
mission.
14. With Board of Directors’ approval, serves on various industry and community commitees and boards as
strategically defined.
15. Maintains membership in good standing in the Des�na�ons Interna�onal Associa�on. Par�cipates in the
associa�on as appropriate.
16. Provides Chairman with an annual list of goals and individual key performance indicators to assist the Execu�ve
Commitee’s evalua�on of the President and CEO’s business and personal performance.
17. Maintains close and effec�ve communica�on with Orange County Mayor, Orange County Comptroller, Execu�ve
Director of Orange County Conven�on Center and other elected officials.
18. Performs other du�es and accountabili�es as assigned by Board of Directors.
SUPERVISION OF OTHERS
Chief Financial Officer, Chief Sales Officer, Chief Marke�ng Officer, Senior Vice President of Membership and Support
Services, Vice President of Human Resources, Vice President of Communica�ons, Execu�ve Assistant
QUALIFICATION REQUIREMENTS
EDUCATION
Bachelor of Arts or Bachelor of Science degree from an accredited four-year college or university with an MBA or other
graduate degree strongly preferred.
QUALIFICATIONS
A successful candidate for the Visit Orlando President & CEO role should have the following professional qualifica�ons:
• Recognized leadership to successfully represent Visit Orlando with all cons�tuent groups.
• Extensive senior level / execu�ve level experience.
• Ability to create and lead a strong organiza�onal culture.
• Demonstrated experience in successfully leading the development and execu�on of effec�ve strategic business
plans, marke�ng programs, government public policy ini�a�ves, research studies and ac�vi�es, communica�ons
and public rela�ons campaigns and financial programs.
• Excellent strategic skills and overall business judgment, including the ability to visualize opportuni�es and
con�nuously improve the exis�ng business.
• Strong management and interpersonal skills coupled with the ability to lead crea�ve teams and interact with a
broad range of business, government, and community associates. Experience in building coali�ons and reaching
consensus.
• Possess strong interpersonal skills and sensi�vity who can gain and maintain the respect of industry colleagues,
clients, members and government contacts.
• A team leader and player who works well in a collegial environment.
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• Always demonstrates the highest level of integrity and ethics.
• Ability to communicate effec�vely and confidently in mul�ple environments including public speaking.
• Consistently pursues the achievement of goals and objec�ves with determina�on, steadfastness of purpose,
enthusiasm and exemplary conduct.
IDEAL BACKGROUND
• Travel, tourism, hospitality experience preferred.
• Bachelor's degree from a four-year university required, MBA preferred; or ten to fifteen years of related
experience and/or training; or equivalent combination of education and experience.
• Sitting CEO, president, COO, general manager of a similar size or larger organization in the for-profit or not-for-
profit sectors.
• Experience with setting goals, measuring success and holding others accountable.
• Experience working with boards and/or multiple stakeholder groups, including local political officials
CHARACTERISTICS
Consensus Builder High likability Charismatic Servant leader
Approachable Visionary Empathetic Strategic
Transparent Entrepreneurial Trustworthy Proactive
Inclusive Politically astute Inspirational Team builder
• Able to empower and manage down as well as up.
• Street smart and can read a room.
• Humble but confident.
PRIORITIES
1. Begin to develop strong and meaningful relationships with customers, board, city and county officials, hospitality
leaders, partners, and vendors.
2. Rally the internal team and begin to develop a culture of trust and credibility.
3. Review and understand current sales and marketing plan and strategy and begin to develop new initiatives to
guide Visit Orlando out of COVID.
4. Create opportunity for locals to be tourists within Orlando (i.e. Magical Dining).
5. Develop a strong relationship with the media.
6. Ensure that Diversity, Equity and Inclusion is woven into the fabric of the organiza�on and strategic plan.
If interested in learning more about this great opportunity, please send your resume to the SearchWide Global
Executive listed below.
Mike Gamble, President & CEO
www.searchwideglobal.com | info@searchwideglobal.com
651-275-1370 (direct) | 651-308-1115 (mobile)
About SearchWide Global
SearchWide Global is a full-service executive search firm primarily for companies in the travel, tourism and convention,
and hotel and lodging industries. We specialize in C-Level, Director and Management level executive searches for
companies ranging in size from Fortune 500 corporations to mid-sized public and private companies.
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