I’ve always dreamed of visiting Florida, the Sunshine State, with its endless beaches, natural wonders, theme parks, and more. But I never knew how amazing Greater Fort Lauderdale was until I talked to Stacy Ritter, the President & CEO of Visit Lauderdale, the official tourism organization for this coastal region.

Stacy is passionate about Greater Fort Lauderdale and its rich variety of experiences for everyone under the sun. She shared with me what makes this destination so special and how she promotes it to the world.

What is Greater Fort Lauderdale?

Greater Fort Lauderdale is a region of 31 cities and towns in Broward County, Florida, on the southeastern coast of the state. It’s famous for its 24 miles of gorgeous beaches, its boating canals that make it look like “the Venice of America”, and its lively arts, culture, and events scene.

But what makes Greater Fort Lauderdale different from other beach destinations is its diversity and inclusivity. Stacy told me, “The people are what make this destination unique. They come from 170 countries and speak 147 languages in their homes. Our value proposition is that everyone deserves to travel to a place where they are welcomed no matter who they are, what they believe (or don’t), how they identify, and whom they love.”

Visit Lauderdale’s slogan – Everyone Under the Sun – reflects this vision of a place that embraces all kinds of travelers and locals. With an average year-round temperature of 77˚F and 3,000+ hours of sunshine every year, Greater Fort Lauderdale is a place where everyone can have fun outdoors, whether it’s at the beach, the parks, the natural wonders like the Florida Everglades, or the world-class bars and restaurants.

Greater Fort Lauderdale is a region of 31 cities and towns in Broward County, Florida, on the southeastern coast of the state. It’s famous for its 24 miles of gorgeous beaches, its boating canals that make it look like “the Venice of America”, and its lively arts, culture, and events scene.

How does Visit Lauderdale promote Greater Fort Lauderdale?

Visit Lauderdale’s mission is to bring visitors to Greater Fort Lauderdale and to support the local economy and hospitality industry. Stacy explained to me, “Tens of thousands of our residents work directly or indirectly in hospitality. When we fulfill our purpose, our residents have jobs, can feed their families, and find respect and dignity in their daily lives.”

Visit Lauderdale also books conventions into the Greater Fort Lauderdale/Broward County Convention Center and area hotels and resorts, attracting business travelers as well as leisure travelers.

To reach a global audience, Stacy travels the world to showcase Greater Fort Lauderdale’s attractions and values. She told me, “We embrace every segment of the LGBT+ community to make everyone feel welcome, comfortable, and safe.” In fact, four cities in Broward County – Fort Lauderdale, Hollywood, Oakland Park, and Wilton Manors – have earned a perfect score on the Human Rights Campaign’s (HRC) Municipal Equality Index.

Stacy also partners with other communities and organizations that share her vision of diversity and inclusion. She told me, “It is critical to stand up and be counted among those who believe that diversity is Florida’s greatest strength. I see us carrying that message and building that message for a larger international audience in both Europe and South America. It’s important that we show people that Florida is a state of 20 million different people, not a monolithic entity that speaks with one voice.”

The Woman Behind Greater Fort Lauderdale’s Tourism Success

I’ve always admired Stacy Ritter, the President & CEO of Visit Lauderdale, the official tourism organization for Greater Fort Lauderdale. She is a unique leader who has transformed this coastal region into a diverse and welcoming destination for everyone under the sun.

“It is critical to stand up and be counted among those who believe that diversity is Florida’s greatest strength. I see us carrying that message and building that message for a larger international audience in both Europe and South America. It’s important that we show people that Florida is a state of 20 million different people, not a monolithic entity that speaks with one voice.”

– Stacy Ritter

I had the opportunity to chat with Stacy and learn more about her background, her achievements, and her advice for others who want to follow in her footsteps. Here are some highlights from our conversation.

Who is Stacy Ritter?

Stacy is a lawyer by profession who became an activist for causes she cares about. She was born and raised in Broward County, Florida, and has always been passionate about her community. She told me, “I grew up here and I love it here. I’ve seen it change and grow over the years and I’m proud to be part of that.”

She started her career as an attorney, specializing in family law and civil litigation. She then decided to run for public office, inspired by her father who was also a politician. She served as a state representative for eight years and then as a county commissioner for 10 years with a term as Mayor. She left that position to join Visit Lauderdale in 2016.

Stacy attributes her success to her hard work and her support network of family and friends. She told me, “I used to say I was lucky until I read a story that said women always say that while men say they worked hard. What works for me is a combination of the right time, right place, and busting my butt to get and stay there.”

She also admits that failure is part of everyone’s journey. She told me, “It’s never fun and never easy, but if you accept it and learn from it, you will be better off as a result. Also, by knowing failure you understand how much sweeter it is to succeed.” Her personal motto is: “Failure is definitely an option. Not trying is never an option.”

“I used to say I was lucky until I read a story that said women always say that while men say they worked hard. What works for me is a combination of the right time, right place, and busting my butt to get and stay there.”

Stacy enjoys traveling, reading, painting, spinning (cycling), shopping (but not cooking) in her spare time. She also likes to indulge apocalyptic shows like “The Last of Us”. She graduated from Nova Southeastern University—Shepard Broad Law Center.

What advice does Stacy have for others?

Stacy is an inspiration for many women and people in her community who want to make a difference in their fields. She advises them: “Don’t be afraid to place your personal values onto those of the company. Do not be timid about speaking up and speaking your mind.”

She also encourages them to pursue their passions and dreams: “Don’t let anyone tell you what you can or cannot do. You are capable of anything you set your mind to.”

She also shares some tips on how to balance work and life: “It’s not easy but it’s possible. You have to prioritize what’s important to you and make time for it. You also have to delegate what you can and trust your team. And you have to take care of yourself physically and mentally.”

Stacy continues to be excited about pushing her brand even further and increasing their customer base. Diversity, inclusion, and an overall great experience remain paramount to her. She told me: “I love what I do because I love where I live. I want everyone to experience Greater Fort Lauderdale as I do.”

“Don’t be afraid to place your personal values onto those of the company. Do not be timid about speaking up and speaking your mind.”

After having a conversation with Stacy, I couldn’t help but feel truly inspired by her boundless enthusiasm and unwavering commitment to Greater Fort Lauderdale. I find myself consumed with anticipation as I eagerly await the opportunity to explore this exceptional destination and personally witness the countless reasons it’s held in such high esteem. Stacy, I cannot begin to express the depth of my gratitude for your generosity in sharing your profound insights with me. It is truly invaluable.