GREATER FORT LAUDERDALE: A TRANSFORMATION STORY LIKE NO OTHER

Greater Fort Lauderdale, a destination once famous - or infamous - as the top U.S. Spring Break haven, today stands as South Florida's transformation story and one of the most revitalized destinations in the country. During its peak in the mid-1980s, Spring Break in Greater Fort Lauderdale attracted some 400,000 college students over a six-week period, a non-stop party where motel railings were used as pool diving boards and the area's beautiful golden sand beaches were left littered with beer cans and cigarette butts.

It took a dedicated effort to bid Spring Break adieu. Despite concerns from local businesses that thrived on the annual phenomena, a public and private sector initiative was created to rid the destination of Spring Break for good.

The hospitality industry expanded, modernized and improved. Millions were spent on new hotel developments and upgrades.  New facilities such as the Broward Center for the Performing Arts and the 600,000-square-foot Greater Fort Lauderdale/Broward County Convention Center were built. Fort Lauderdale/Hollywood International Airport - which now stands as the fastest growing large airport in the U.S. over the past decade - was greatly expanded and Port Everglades emerged as the country's top luxury cruise port.

The New Greater Fort Lauderdale
Today, Spring Break has been transformed into beach chic. Greater Fort Lauderdale's Blue Wave beaches - so certified for their outstanding beauty and cleanliness - have been complemented by upscale hotels and a wide variety of top attractions and activities. Casual yet sophisticated, Greater Fort Lauderdale is South Florida's renaissance story.

Trendy boutiques and luxury retailers line Las Olas Boulevard, Greater Fort Lauderdale's unofficial "Main Street," and the upscale Galleria mall is the result of a recent $100 million renovation. More than 60 golf courses make the destination a golfer's paradise. Attractions such as Butterfly World - the largest butterfly aviary in North America - and the natural wonder of the Everglades bring visitors in touch with nature and native culture. A three-tiered coral reef system and more than 75 wreck sites draw novice and expert scuba divers, while kayaking, parasailing, kiteboarding and snorkeling entertain those looking to stay above water.

In May 2007, Greater Fort Lauderdale saw the opening of its first ultra-luxe property - the St. Regis Resort, Fort Lauderdale, the first of its brand in the entire state of Florida. In August of 2008 the property was re-branded as The Ritz-Carlton, Fort Lauderdale.  Even more changes are coming: 2009 will bring the W Fort Lauderdale, and a new property from hotel mogul, Donald Trump. Stay tuned for other welcome additions to a destination that continues to reinvent itself.

Need proof of Greater Fort Lauderdale's transformation? Just head to the Intracoastal Waterway, where some 42,000 registered yachts make Greater Fort Lauderdale the yachting capital of the world. Or see an acclaimed exhibit at the Museum of Art, Fort Lauderdale. Or dine at one of the destination's trendy nightspots or chic restaurants.

Additionally, Greater Fort Lauderdale's luxury product now has its own cyber-home: www.sunny.org/luxe. The new "Lauderdale Luxe" microsite features lounge-style music from sunny.org radio and has dedicated categories for hotels, including upscale brands such as Ritz-Carlton, Starwood and Hyatt currently open; dining, where consumers can get the scoop on the finest culinary experiences, such as dockside dining along the Intracoastal Waterway; and a "pursuits" section that showcases Greater Fort Lauderdale's beyond-the-beach casual sophistication: spa suggestions, vibrant nightlife, high-end shopping and more.

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01/2009