Santiago C. Corrada
President and CEO, Visit Tampa Bay
Tampa, Fla.
Describe your job.
My role encompasses a broad spectrum of responsibilities critical to our organization’s success, including the comprehensive oversight of agency activities, the day-to-day management of operations, and the assurance of an efficiently functioning organization. In my capacity as the principal spokesperson for Tampa Bay’s tourism and hospitality industry, I play a central role in coordinating the collaborative endeavors of various stakeholders aimed at bolstering visitation to our destination. Further, I take the lead in crafting and implementing effective marketing and sales strategies.
What made you choose the meetings and events industry? How did you get started and what got you from there to today?
My journey into the meetings and events industry is rooted in my extensive background in public service and management. Prior to my involvement in this industry, I held the position of chief of staff for the City of Tampa. In that capacity, I was responsible for coordinating and harmonizing the activities of more than 50 city departments and divisions.
During my time in city government, I had the unique opportunity to participate in the planning, bidding, and execution of hosting large meetings and events, notably Super Bowl XLIII and the 2012 Republican National Convention. These experiences exposed me to the intricate world of event management and the importance of hosting successful, high-profile gatherings.
Subsequently, I served as the convention center, tourism, recreation, and cultural arts administrator. In this position, I had the privilege of directly overseeing the daily operations of the Tampa Convention Center. This combination of experiences allowed me not only to gain a deep understanding of the meetings and events industry but also to appreciate its importance in promoting and facilitating significant gatherings that have a substantial impact on local communities and economies.
How do you keep up with industry trends, changes, and cutting-edge developments?
I’ve been attentive to the remarkable transformations in our field. We’ve evolved from being primarily sales-driven organizations to adopting a strong marketing focus. Undoubtedly, technology has played a pivotal role. It’s a fascinating journey, and the future holds exciting potential, particularly with the continued integration of AI into our operations.
However, even as we embrace technological advancements, I remain steadfast in my belief that our sector remains inherently dependent on meaningful face-to-face relationships. These connections remain at the core of what we do. First and foremost, active participation in industry associations is vital.
Secondly, we place a strong emphasis on data-driven decision-making. We consistently collect and meticulously analyze data related to visitor demographics, travel patterns, and economic impacts. This analytical approach empowers us to identify emerging trends swiftly and to respond effectively.
What essential skills should every industry professional possess?
Meetings and event professionals should possess a unique blend of essential skills, including impeccable organizational and multitasking abilities to manage complex events seamlessly. In addition, effective communication is crucial. Creativity is essential for designing engaging and memorable experiences. Problem-solving skills come into play when unexpected issues arise. Adaptability is vital in the face of ever-changing event dynamics, and attention to detail is paramount for precision in planning and execution. Strong negotiation and interpersonal skills facilitate successful collaborations, while technical proficiency enables the use of event management software and technology. Ultimately, a genuine passion for creating exceptional events and a commitment to delivering outstanding experiences are at the core of a successful career in this industry.
What is the philosophy or approach to work that gets you through stressful times?
I have often said, ‘Strive to be the best version of yourself possible.’ Learn to understand what is within your control and what is not. Finally, sometimes the only thing within your control is how you react to any given situation.
What is the best professional advice you ever received, and what advice do you have for others in the industry?
The most valuable professional advice I have is to prioritize relationship-building over transactions. In our industry, success is deeply rooted in fostering and nurturing strong, meaningful relationships with clients, partners, and stakeholders. It’s not merely about transactions; it’s about the enduring connections we create. These relationships are the foundation for sustained meetings and events business.
Describe your biggest professional success.
My most significant professional success lies in the ability to create a substantial impact. The tremendous growth we’ve achieved during the past year has not only touched every corner of our area but also has acted as a catalyst for transformative change that impacts lives. Through our collective efforts, we’ve again achieved record-breaking Tourist Development Tax revenue, totaling nearly $1.1 billion. This surpasses the previous year’s record by an impressive 14.2 percent, and I am profoundly grateful for this achievement.
Share an anecdote about a meeting or event that did not go as planned (something funny or odd) and how you handled it.
The amusing anecdote of an unusual meeting occurred when I invited a highly influential investor to join me for lunch at the University Club of Tampa. Unfortunately, they arrived not dressed in accordance with the club’s dress code. Initially, it seemed we might not be allowed entry, but our organization’s strong relationships came to our rescue, resulting in us being granted access to an exclusive private dining room. To the guest’s bewilderment, they had no inkling of the behind-the-scenes negotiations and assumed I wielded impressive influence, securing us our own private dining space.
What is the best part of your job?
The most rewarding aspect of my job is collaborating with my exceptional team.
What do you like to do in your free time?
In my free time, I enjoy traveling with my lovely wife and our two dogs.
