“Post-Cool is not a currency or a commodity or something tangible… it is more of an attitude of inclusion genuine care, authenticity and social impact."
SITE Florida & Caribbean kicked off 2018 with two inspired signature events: Board Annual Installation and Members Meeting, and Theater Night Hosted Buyer event. The Board Installation took place aboard the Crown Princess ship and was attended by over 60 members and industry professionals in South Florida. We introduced our 2018 Board, shared the SITE Index results, recapped our myriad successes and announced our strategic priorities and plans for the year.
SITE goals and SITE Foundation values have been our muses for the strategic plan. This is what we call the “Post-Cool Era” of our chapter. I first read about the Post-Cool concept on the British Airways in-flight magazine on my way to Rome for the SITE + MPI Global Forum in January. “Post-Cool is not a currency or a commodity or something tangible… it is more of an attitude. An attitude of inclusion, genuine care, authenticity and social impact.”
Our grassroots efforts in 2018 will focus on the core values of SITE (Creativity, Connection, Trust and Results). These values will be a key element to selecting events and education that provide authentic, current content relevant to incentive travel and our members.
Membership - Increase our engagement with members and increase value for members. More diversity in members and member retention will be critical to our success. Especially for our chapter, where our members span 12 countries, thus multiple cultures.
Events & Education - We aim to offer some cutting edge events and content. We will enhance our Signature Educational Workshops and CIS. We are also embracing #SITEunite and continue to collaborate with other chapters who are bringing events to our region and providing added value to our members (i.e. SITE Texas Tech Summit in Miami, SITE Southeast ICE Conference in Dominican Republic.)
Advocacy & Storytelling – We will tell our members stories on our social media, website, newsletter, at events and to young leaders and universities, increase awareness of member benefits and values and advocate for our industry. Our GMID event on 12 April will be a great example, as we are collaborating with multiple South Florida MICE associations to spread the message of Meetings Mean Business. We have also added a new position on our board - SITE Foundation Liasion - to assist in communication and cooperation with the Foundation.
Sustainability - During the chapter leaders' meeting at the SITE + MPI Global Forum, SITE President Annamaria Ruffini stated that 2018 is the Year of Sustainable Tourism. We pledge to be economical, ecological and social. Through our events we will ensure we are giving back to the local communities we do business in, as well as the global economy, and will support positive movements which develop deeper relationships with our customers and members. Our CSR efforts will continue as well, including our donations to the Children’s Home Society, Autism Speaks, food rescue and new organizations that support our values.
We are excited for a year of innovation and elevation for our chapter and the SITE global community!
Maura Dominguez-Zhang, CIS
2018 President, SITE Florida & Caribbean Chapter