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Visit Orlando and Orlando Economic Partnership Unveil Orlando’s New Global Brand: ‘Unbelievably Real’ Orlando

ORLANDO, Fla. – Visit Orlando, The Official Tourism Association® for Orlando, and Orlando Economic Partnership, the economic and community development organization for the region, today announced the launch of one singular, comprehensive and consistent brand to promote the destination and region. The new “Unbelievably Real” brand platform is the product of a first-of-its-kind partnership between the two organizations and was developed to speak to all audiences — leisure visitors, meeting planners, meeting attendees, travel professionals, site selectors, business relocation stakeholders and talent.

“When we combine forces and invest in economic and community development and market Orlando as a destination for tourism and meetings, we can strengthen our brand identity and take the region to the next level,” said Orange County Mayor Jerry L. Demings.

“Our ability to collaborate and join forces allows us to build a better economy, a better experience and a better community for all. Collaboration is built into the DNA of our great city and region,” said City of Orlando Mayor Buddy Dyer. “Our audiences intersect and, in order to have more impact on a consistent basis, we have created a compelling message on the reasons to visit, move or start a business in the Orlando region.”

“With the evolution of the Orlando region, shifts in travel and how people work, and changes brought on by the pandemic, we believe now is the perfect time to bring together our collective resources,” said Casandra Matej, president and CEO of Visit Orlando. “Unbelievably Real combines what is both fantastical and authentic about our unique destination to tell a holistic story.”

“While we may be talking to different audiences such as vacationers, meeting planners and attendees, CEOs considering moving their businesses or employees considering a move to work for one of our companies, research has supported that this new brand can create a connection with all of these groups,” said Tim Giuliani, Orlando Economic Partnership president and CEO.

Based on research and tested with a variety of audiences, the Unbelievably Real global brand’s goal is to highlight the region in a new way that tells a complete Orlando story. A Florida-based team from the marketing agency Razorfish served as the lead creative talent to develop the comprehensive brand.

Photo: Orlando Economic Partnership.

Starting today, tourism-focused advertising showcasing everything from Orlando’s theme parks and attractions to outdoor adventures and world-class dining will run in TV commercials and across digital and social channels to promote summer and fall travel to Orlando. The campaign will also be augmented with outdoor boards in key markets such as New York, Boston and Chicago and promotional programs with NBC, Univision, iHeart and Urban1.

International audiences will follow with the rollout starting at U.S. Travel Association’s IPW conference June 4-8 in Orlando. This fall, a campaign targeting meetings planners and attendees will launch at the IMEX meetings industry show.

Future business and talent recruitment efforts will be featured on InvestOrlando.org, with new storylines and content focused on targeted industries in Orlando through the lens of Unbelievably Real. It will also drive business development meetings held in target markets like San Francisco, Chicago and New York with company executives, entrepreneurs and site selectors. New Unbelievably Real Orlando creative will be installed later this year in high-traffic venues like Orlando International Airport, Orlando Sanford International Airport and the Orange County Convention Center.

The Partnership and Visit Orlando also plan to take the united message of Unbelievably Real to New York City, reinforcing Orlando’s new movement to national media.

One of the first examples of the campaign is a mural designed by Orlando-based artist Clark Orr. Under the Unbelievably Real theme, the new mural brings to life how all aspects of the region shine, from tourism highlights like nightly fireworks and adventures on our waterways to innovative technologies such as simulation and rocket launches. The mural is on display on a painted wall in Brooklyn through July and will appear in Orlando in the coming months.

Planned as a multiyear initiative, the two organizations also launched O.U.R. Culture Project (Orlando Unbelievably Real Culture Project), to engage with Orlando residents and cultivate new methods to showcase pride in the Orlando region. Future activities will include the creation of a new symbol for Orlando and the installation of a permanent Orlando sign to become an interactive and iconic backdrop.

The first initiative in the O.U.R. Culture Project is focused on gathering images from those who know Orlando best: its residents. Starting today, Visit Orlando and Orlando Economic Partnership have launched The Unbelievably Real Sweepstakes, where locals upload images on what they feel is Unbelievably Real about Orlando for a chance to win an Unbelievably Real staycation. Entries must be received by May 31, 2022, at OrlandoUnbelievablyReal.com .

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GoDaddy Founder Reveals Untold Story of Traumatic Upbringing, Military Service and Entrepreneurial Journey

SCOTTSDALE, Ariz. — Everybody has heard of GoDaddy, but how many people know the real-life story of the highly successful, philanthropic, and colorful man behind the company? For the first time, GoDaddy and PXG founder Bob Parsons, in a highly confessional account, shares the story of his life, from his humble upbringing to his meteoric rise as one of early tech’s pioneers.

Fire in the Hole! The Untold Story of My Traumatic Life and Explosive Success (Forefront Books, May 7, 2024) by Bob Parsons is an unflinching, yet inspirational, account of his path to success, from a hardscrabble childhood to his combat service as a U.S. Marine during the Vietnam War — and beyond.

A descendant of coal miners, Parsons grew up in the 1950s in a blue-collar, working-class neighborhood in East Baltimore. Money was tight, given his parents shared a mutual fondness for gambling and were not particularly good at it. In his book, Parsons talks about the financial struggles his family faced, as well as the emotional neglect he experienced as a boy.

He writes: “We were just getting by when Pop’s business failed … my dad racked up so much debt from gambling and credit cards that everything came tumbling down. In the end, he practically gave the business away. And, when he did, we went from not having much to having nothing. I mean absolutely nothing.”

An admittedly so-so student, he recalls the struggles he faced in learning, as well as the corporal punishment dished out by Catholic school nuns. But his early experiences reveal an innate resiliency that got him through a harrowing tour of duty in Vietnam, his early years at his first company, Parsons Technology, as well as his bold business decisions that would eventually make him one of the wealthiest people in the world. With a net worth of $3.6 billion, Parsons is No. 314 on the Forbes 400 2023 list of the richest people in America.

He’s an everyman who has made it. He’s authentic. And his reflections on life, business, and giving back are heartbreaking, heartwarming, humorous, and inspiring.

In the book, Parsons:

• Shares how he survived his grueling tour of duty in Vietnam with the U.S. Marines infantry.

• Reveals the struggles he has faced throughout his lifetime because of PTSD, as well as the efforts he has made to treat it, including novel therapeutic uses of psychedelics.

• Offers the lessons he has learned during his career, from the launch of his first business, Parsons Technology, to the creation of his present-day business empire, which includes YAM Worldwide and Parsons Xtreme Golf (PXG).

Since 2012, Parsons and his wife, Renee, have donated nearly $300 million to more than 96 charities and organizations worldwide. Having suffered from PTSD, he works to find new and effective treatments for himself and others. He strongly believes in paying it forward. And he is always moving forward, creating new companies, and re-creating himself. Fire in the Hole! encourages readers to dream big and imagine all that’s possible — even if the cards seem stacked against them.

Orlando Area Residential Real Estate Snapshot for March 2024

State of the Market

• Overall sales rose 17.7% from February to March. There were 2,559 sales in March, up from 2,174 sales in February.
• The median home price for March was recorded at $386,500, up from $377,000 in February. The highest monthly median home price on record in the Orlando area was $387,000 in June 2022.
• Pending sales increased by 9.4%, with 3,891 in February and 4,257 in March.
• New listings rose 8.6% from February to March, with 4,124 new homes on the market in March, compared to 3,799 in February.
• Inventory for March was recorded at 8,971, up 4.4% from February when inventory was recorded at 8,589.
• March’s interest rate was recorded at 6.7%, up slightly from 6.6% in February.
• Homes spent an average of 58 days on the market (DOM) in March – up slightly from February.
• “The busy spring season for the real estate market is in full swing,” said Rose Kemp, Orlando Regional REALTOR® Association President. “We’ve seen a steady increase in sales, median home price and inventory every month this year. Our median home price in March was very close to our peak from June 2022, so it will be interesting to see how these high prices affect the market in the coming months.”

Market Snapshot

• Interest rates rose from 6.6% in February to 6.7% in March.
• Pending sales rose 9.4%, with 3,891 in February and 4,257 in March.
• 23 distressed homes (bank-owned properties and short sales) accounted for 0.9% of all home sales in March. That represents an 8.0% decrease from February when 25 distressed homes sold.
• Orlando area inventory increased 4.4% from February to March. Inventory in February was 8,589, and inventory in March was 8,971.
• The supply of homes fell to 3.51 months in March, down 11.3% from 3.95 months in February. A balanced market is six months of supply.
• The number of new listings increased from February to March by 8.6% – from 3,799 homes to 4,124 homes.

ORRA’s full State of the Market Report for March can be found here.

This representation is based in whole or in part on data supplied by the Orlando Regional REALTOR® Association and the Stellar Multiple Listing Service. Neither the association nor StellarMLS guarantees or is in any way responsible for its accuracy. Data maintained by the association or by StellarMLS does not reflect all real estate activity in the market. Due to late closings, an adjustment is necessary to record those closings posted after our reporting date.

ORRA REALTOR® sales represent sales involving Orlando Regional REALTOR® Association members, who are primarily – but not exclusively – located in Orange and Seminole counties. Note that statistics released each month may be revised in the future as new data is received.

Orlando MSA numbers reflect sales of homes located in Orange, Seminole, Osceola, and Lake counties by members of any REALTOR® association, not just members of ORRA.

Mobil 1 Marks 50th Anniversary with Celebratory Racing Liveries Throughout 2024 Motorsports Season

SPRING, Texas–( BUSINESS WIRE )–To celebrate the 50 th anniversary of Mobil 1™ motor oil, this year the brand will showcase more than 40 iconic, specially-designed liveries and paint schemes on the track throughout the 2024 motorsports season.

These liveries – which will be seen within IMSA, WEC, Formula 1, NASCAR, NHRA, MotoGP and more – use distinct design elements, including anniversary gold, both signifying 50 years of the Mobil 1 brand and embodying the dynamic relationships between Mobil 1 and its collaborators. Each paint scheme reflects the spirit of the Mobil 1 brand and an ongoing commitment to growing and maintaining meaningful track-to-road relationships, which is at the heart and soul of the brand.

Mobil 1 motor oils have long been the choice for preeminent race teams competing in the most demanding and popular motorsports series around the globe. Today, Mobil 1 synthetic motor oil continues to be relied upon for its ability to deliver exceptional engine performance and protection under some of the most extreme conditions. Automotive technicians, race car drivers, team owners, and some of the world’s leading automotive manufacturers can speak to the advanced technology of Mobil 1 lubricants.

“We are thrilled to bring these special paint schemes to life for such a historic anniversary of the Mobil 1 brand,” said Robert Shearer, Director of Global Sponsorships on behalf of Mobil 1. “These liveries exemplify our collaborations in lubricant innovation in the world of motorsports. Together, we’ve crafted livery designs that not only pay homage to the 50-year legacy of the Mobil 1 brand, but also capture the essence of speed, performance and teamwork. We can’t wait for fans to join us in the love of racing and witness the culmination of our collaborative efforts on the racetrack throughout the rest of the year.”

At Mobil 1 Twelve Hours of Sebring Presented by Cadillac, golden liveries will hit the track for teams and OEMs, including Vasser Sullivan Racing (Lexus Racing), Cadillac Racing, Corvette Racing by Pratt Miller Motorsports, Kellymoss with Riley (Porsche Motorsport North America), and Porsche Penske Motorsport.

With more added throughout the season, initial 50 th anniversary liveries and iconography will be seen at the following upcoming race series on sponsored teams:

• Oracle Red Bull Racing (Formula 1)
• Stewart-Haas Racing (NASCAR Cup Series)
• 23XI Racing (NASCAR Cup Series)
• Tony Stewart Racing (NHRA)
• Red Bull KTM (MotoGP)
• Porsche Penske Motorsport (WEC and IMSA)
• TAG Heuer Porsche Formula E Team (Formula E)
• Mobil 1 Porsche SuperCup
• At the Pikes Peak International Hill Climb with BBI Autosport

In continuing to commemorate the 50 th anniversary, fans should also look for a short film featuring former Formula 1 racer & Oracle Red Bull Racing ambassador, David Coulthard, who guides the audience through the Mobil 1 brand’s evolution, collaborations, and achievements. The video is available for viewing here .

Additional initiatives across partnerships, motorsports, and events will be shared through the year as the brand continues to celebrate its legacy and what’s next. For coverage of Mobil 1 Twelve Hours of Sebring Presented by Cadillac as well as upcoming gold liveries and paint schemes, visit @mobil1racing on Instagram and X all year-long.

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Visit orlando launches $2.2m ad campaign to lure tourists from the south.

With $2.2 million in advertising, Visit Orlando’s “Wonder Remains” campaign includes buying TV, social media and digital ads targeting nine Southern states, including Texas, Georgia and the Carolinas.

The advertisements will air from February until March with the possibility of extending longer based on how successful the campaign is, said Visit Orlando CEO Cassandra Matej, whose first day on the job was Feb. 1.

TV advertisements will run on ABC, CBS and NBC in Atlanta, Raleigh, Durham, Charlotte and Nashville.

Visit Orlando released the TV commercial, which showed scenes from Disney World, Universal, SeaWorld and the attractions on International Drive.

“It’s inspirational; It’s emotional,” Matej said. “The images range from, of course, our fantastic theme parks to some of the more unique outdoor experiences as well as our culinary scene and arts and culture.”

The campaign comes at a particularly tough time, one filled with economic and health challenges. Since the theme parks shut down last March and reopened in the summer with limited capacity, Orlando’s tourism recovery has been slow. Tens of thousands employed in the parks, hotels, restaurants, rental car businesses and other areas connected to tourism have been furloughed or laid off.

At the same time, Orange County health officials are stressing the dangers of the coronavirus, especially now that a new highly contagious B.1.1.7 variant is spreading across Florida and the country.

Ten Orange residents have tested positive for the new strain, though officials suspect a wider spread of the mutation, which is believed to be at least 50% more transmissible than others, the Orlando Sentinel reported this week.

Even so, Matej said it was the right time to resume advertising out-of-state because there of pent-up consumer demand to travel.

“The fact that the vaccine has rolled out is starting to give potential travelers a whole lot more confidence,” she said. “Part of messaging is that Orlando is open, and we’re also a very safe place, and that we have strong protocols. … Orlando is on a national stage as being the example of a safe place.”

She pointed to the major theme parks’ mask requirements as an example of the strict health rules.

The hotel tax, a 6% surcharge on Orange County’s hotel rooms, which funds Visit Orlando, the Orange County Convention Center and other projects, has nosedived during the pandemic.

For December, the bed tax revenue came in at $10.5 million, less than any pre-pandemic monthly total since September 2010 and the smallest haul for any December since 2005, according to Orange County Comptroller Phil Diamond.

Matej said she doesn’t expect any immediate layoffs at Visit Orlando, which underwent significant staff cuts in 2020. Visit Orlando laid off 42 full-time employees last year.

Visit Orlando is spending less on advertising compared with last year.

Last spring, Visit Orlando spent $9.5 million on advertising, Matej said when comparing the $2.2 million price tag for “Wonder Remains,” which also includes an additional $60,000 in production expenses, she said.

Matej warned she doesn’t expect Orlando’s tourism industry to rebound fully until 2023 but said she has an optimistic outlook.

“We were pretty hurt, along with many other industries. But the reality is, travel and tourism [are] very resilient. People want experiences,” Matej said

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As an ever-growing destination, Orlando is full of fun and adventure for all. And, making our destination even more appealing, new and exciting  experiences are coming in 2023!

From top theme parks and attractions, hotels and resorts, fine dining, nightlife, arts and culture, entertainment and more, these new  "Experiences to See”  adds to the many reasons to visit Orlando. National media outlets are also sharing how Orlando is a top choice for 2023, noting, " Orlando is the destination to visit in Florida — and 2023 is going to be a banner year for the city ” and “ There are many good reasons to keep your eye on Orlando as we head into 2023. ” A recent  Wall Street Journal  story called Orlando one of the most in-demand travel destinations for U.S. Travelers in the first quarter of 2023. In addition to these experiences, our team at Visit Orlando will continue to work hard to promote all aspects of our destination to tell the complete story of how Orlando truly is Unbelievably Real.

Orlando's Most Loved Animal Takes Flight Frontier Airlines recently unveiled a new plane at Orlando International Airport (MCO) featuring SEA LIFE Orlando Aquarium’s  Ted the Turtle . Together with Visit Orlando, SEA LIFE Orlando and Frontier Airlines partnered for an in-terminal flight celebration to promote animal conservation and visitation to the Orlando region. You may remember our promotion in 2021 to pick  Orlando’s Most Loved Animal . SEA LIFE Orlando’s TED the Turtle won garnering the most votes from consumers resulting in the honor of the animal’s likeness to be featured on a new aircraft. Learn more  here .

iHeart Pride Radio Program and Pride Getaway Playlist During the month of December, Visit Orlando is the exclusive destination sponsor of  Pride Radio  — an LGBTQ+ lifestyle and top 40 radio network on iHeart media. The program includes Orlando-featured brand spots and custom vignette reads by local radio personalities Jerry Houston and Sondra Rae promoting their favorite Orlando attractions, dining, arts and LGBTQ+ events. Plus, listeners will find a curated Orlando  Pride Getaway  playlist which will be promoted in iHeart’s Pride Radio channels along with social amplification to position Orlando as a top LGBTQ+ destination. This is part of our year-round multicultural campaign.

Visit Orlando's International Efforts To drive international visitation in 2023, we've been engaging our consumers, travel professionals and media with training events, media desk sides and conducting FAM’s to highlight our destination. Here are a couple recent activities:

Canada Mission:  Visit Orlando's travel industry sales, marketing and public relations teams joined forces Dec. 5-8. In partnership with Walt Disney World Resort, Universal Orlando Resort and others, our travel industry sales team presented Orlando Live! — a series of innovative, interactive in-person training events — to more than 250 travel advisors. A VIP event attracted top clients from Canada’s leading tour operators and the training events created buzz in the trade press, with five stories including  Travelweek  and  PAX Nouvelles .

The marketing and public relations teams conducted a series of appointments, which included Canada’s top broadcast networks and meetings with media to discuss destination developments and story ideas leading into 2023. 

Mexico and Brazil Press Trips:  Our public relations team also hosted 13 media and influencers from Mexico and Brazil to garner social and traditional media coverage in the coming weeks and months. The itineraries highlighted outdoor adventures, MICHELIN Guide restaurants and neighborhoods including Winter Park, Downtown Orlando and Ivanhoe Village.

Hotel Metrics For the week ending November 10, 2022, Metro Orlando occupancy was 75.3%, up from last week’s 67.9%, but slightly lower than the same week in 2019 (77%). Average daily rate was $155, unchanged from last week, and remains higher than pre-pandemic rates ($132 for the same week in 2019).

Around the Destination National Dog Show:  The Orange County Convention Center is full of tricks and treats, with a recording breaking 5,385 dogs this year, competing at the American Kennel Club’s National Championship by Royal Canin. I-4 Billboard Project:  The Corridor Project Billboard Exhibition, curated by Pat Greene, and presented by Orlando Health, will return to our region in January for its second year. Artwork from 30 artists will be featured along the I-4 corridor to highlight creativity, culture and arts of our community. There will be an in-person exhibition and public opening to unveil the artwork presented on billboards.

Visit Orlando Engaged!  Don Quijote Awards:  Visit Orlando attended the Hispanic Chamber of Commerce of Metro Orlando and Prospera's annual Don Quijote Awards . The awards recognize successful businesses and individuals who have demonstrated the qualities exemplified by the classic literary character of Don Quijote: visionary and courageous dreamers who have taken risks to achieve their goals and improve Central Florida. Congratulations to the honorees! IAEE:  Visit Orlando represented our destination well this week connecting with key players in the exhibitions industry at the International Association Exhibition of Events’ (IAEE) Expo! Expo! 

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Based on the book by the best-selling author of Wonder, this uplifting movie shows how one act of kindness can live on forever. Based on the book by the best-selling author of Wonder, this uplifting movie shows how one act of kindness can live on forever. Based on the book by the best-selling author of Wonder, this uplifting movie shows how one act of kindness can live on forever.

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• Trivia Originally set for a release on September 16, 2022, it was pushed to October 14, 2022. Later that month, the film was quietly removed from the schedule and pushed to August 25, 2023, due to underperforming at the Fall (2021 box office and pushed again to an unspecified date due to the SAG-AFTRA strike.
• Connections Follows Wonder (2017)
• Soundtracks It Can't Be Wrong written by Kim Gannon, Max Steiner Performed by Vera Lynn

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In January’s State of the Industry Report , CE Pro research found that the median custom integrator earned $1.1 million in revenues last year. Perhaps coincidentally or perhaps reflective of the industry’s success, that $1.1M figure is also the threshold for the 25th annual CE Pro 100 .

Obviously, there are many integrators who choose not to participate, but the CE Pro 100 bottom company predominantly has been achieving loftier revenues year-over-year for several years now.  

Overall, the CE Pro 100 took in approximately $6.33 billion during 2023, a figure that is down 18% from the $7.73B total in 2022.

Taking out top company ADT ’s massive revenues relative to everyone else’s, the average CE Pro 100 dealer earned about $13.7 million last year. The median revenue by CE Pro 100 companies (the halfway point) is $7.2 million, which is a 6% uptick from last year’s $6.8M median.

CE Pro 100 Fast Facts

• $6.33B – Revenue earned by the CE Pro 100
• $7.2M – Median revenue per integrator
• $13.7M – Average income per integrator
• 68% – Percentage of dealers predicting growth in 2024
• 4% – Percentage of dealers predicting declines in 2024
• 103,841 – Residential installations completed in 2023
• 7,738 – Commercial installations completed in 2023
• 6 – Number of employees per company per project

Most CE Pro 100 Dealers Anticipate Higher Income in 2024

While the CE Pro 100 represents only a fraction of the industry, we are still usually able to glean industry trends and data. If the median integrator is right at the threshold, it’s not a stretch to say the industry is doing very well now.

2024 Lighting Controls and Fixtures Report

More than two-thirds (68%) of the list indicated it is projecting 2024 revenues to be up compared with last year’s number. That group of integrators is predicting a healthy 12.1% bump in revenues this year.

On the other hand, just a mere four integrators are projecting revenues to be down in 2024 (which mirrors sentiments shared at buying group events so far). That leaves roughly 26 (two companies declined to estimate) who are expecting business to remain as steady as last year. 

That means 96 out of the 100 companies are projecting solid-to-strong (very in some cases) years — not too shabby for an industry consisting mainly of small-to-medium businesses (SMBs). And even company No. 100 estimates revenues to increase 9% this year.

Average CE Pro 100 Performs 10.4K Residential Jobs

When it comes to sources of revenue, the CE Pro 100 collectively performed 103,841 residential integrated technologies installations , or just over 10K on average per company. Commercial work was brisk as well, with the group completing 7,738 jobs last year, or close to 80 per company on average.

Meanwhile, only one in 10 of the CE Pro 100 earns substantial revenues via recurring monthly revenue (RMR) streams. That represents companies that garnered 20% or more of their 2023 income through RMR. 

So that opportunity still abounds for integrators to generate additional, stable income every month. For now, the median integrator pulls in an additional $2%-3% revenue each month.

As far as employee efficiency and production go, the amount of residential projects per full-time employee was 5.5 per staff member. The commercial projects completed per employee is roughly .5, so added together these SMBs are optimizing their workforce. 

It makes sense — dealers will commonly have an org chart that includes owner, sales manager, project manager, prewire/rack specialist, and a couple of technicians.

Integrators performed a median 166 residential jobs and 15 commercial projects in 2023.

Just as last year, the line between seven- and 8-figure CE Pro 100 integrators is basically one-third (32 vs. 33, respectively). The next third of dealers comprise roughly the revenue tier of $5M to $10M — this year it is 33; last year, 42. 

And with the remaining dealers earning between $1.1M and $5M in 2023, that means rankings can be nicely split into three tiers of milestone growth.

According to the rankings, the median integrator has 24 staff members. Divide that into the list’s median $7.2 million in revenues and that equates to a median $300,000 revenue per employee. That figure is up about 8% year-over-year, underscoring the optimized productivity per employee last year.

To see the full list of who made the CE Pro 100 as well as the revenue and employee breakdown, be sure to check out the full article in CE Pro magazine .

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