Issue link: http://digital.copcomm.com/i/37469
learned from what will probably go down as the worst economic downturn of our lifetimes. So we asked Ferguson how his city weathered the storm and what he sees ahead. “Definitely the worst is behind us and the the upcoming year is the Hospitality University, which is a service training certification and continuous education program designed to redefine, reenergize and develop customer service skills for those in the hospitality field.” Ferguson says “because we do have such a diverse popula- meeting and tourism industry is on an increase in all markets. At the PCVB we believe its no longer business as usual. What was the norm pre-recession will not be the norm going forward and we hear that daily from all planners despite the group size. We have shifted from a manufacturing economy to a serv- ice economy.” “Having said that, we also understand the planner tion, the development of programs like these will enable African-Americans, and others who are employed in the industry to have a skilled, strong and visible presence on the front lines of greeting and servicing our visitors.” Philadelphia has created a separate Congress to focus has more choices due to increased inventory and as a result, our meeting package must also show its value. We show value through our hospitality community, a newly expanded convention center with over a million sq. ft. of saleable meeting space and brand new multicul- tural sites.” What makes Philadelphia visitor friendly and cost effective for travelers during these tough eco- nomic times? According to Ferguson, “Philadelphia is one of the most walkable cities in the nation and sits within a day’s drive of 40 percent of the U.S. population. Phila- delphia is easily accessible by car, train or plane, which can help drive down travel costs for attendees and meeting planners.” “The visitor-friendly products that Philadelphia boasts are our cherished musical — legacy, making Philadelphia one of America’s most beloved entertainment destinations; the pride in our heritage embedded in our restaurants, nightlife and spirit; and of course, as the birthplace of the United States and wealth of rich history visible through free attractions like The President’s House, our new perma- nent outdoor commemoration site to George Washington’s nine enslaved Africans, that sits steps away from the Liberty Bell.” Philadelphia is one of the most racially and ethni- cally diverse cities in the world. We wanted to know, in terms of the workforce, what are some of Ferguson’s key objectives to harnessing that diver- sity and having it become that proud beacon for all to see and prosper? “Philadelphia is a city with great diversity — a true melting pot of cultures. I believe you can embrace and empower the strength of diversity through education. To that end, one of Philadelphia’s new initiatives for events throughout the year to promote multicultur- alism and celebrate diversity. One such event now entering its fifth year is the Global Fusion Festival (GFF) held in mid July. We asked Ferguson how the PCVB incorporates GFF in its overall campaign to market the city. “GFF is a valuable economic asset and one that we are incredibly proud of. At a time when domestic tourism is so important, GFF has been recognized as a magnet for potential tourism dollars. GFF has huge potential tourism impact for the city as families, reunions, couples, girlfriend getaways, and motorcoach travel groups are encouraged to stay overnight, directly supporting our local hotels and restaurants.” “As a direct result of marketing efforts it attracted more than 25,000 attendees last year, highlighting the demand for multicultural entertainment and underscoring the opportuni- ties that exist for Philadelphia to continue leading the charge as a premier destination for multicultural visitors.” The American Bus Association has selected GFF as one of the Top 100 Events in North America for 2010. The Top 100 Events list is a com- Black Meetings & Tourism July/August 2011: www.blackmeetingsandtourism.com 43 on a specific segments of our industry and the one we’ve reported on multiple times in this magazine is their Multicultural Affairs Congress (MAC) under the lead- ership of Executive Director Tanya Hall. Now in its 24th year, MAC’s primary mission is to increase Philadelphia’s share of the multicultural meetings and tourism markets across all racial, ethnic and gender groups. The PCVB was one of the first organizations to embrace diversity on this level and their track record of success is unmatched in our industry. As one might expect, MAC puts on numerous