11 JAN 2017:  Visit Florida has a new CEO.  While that’s not unexpected – late in December Governor Rick Scott had asked for the resignation of CEO Will Seccombe – and when the Gov. “asks” one pretty well has no choice but to deliver.  However, you would not be wrong in guessing that a number of eyebrows were raised and jaws dropped at his replacement.  Nevertheless, Ken Lawson was unanimously voted in by the Visit Florida board.

Lawson is, or was, the current secretary of the Department of Business and Professional Regulation.  In a statement, Governor Scott did not mention Seccombe, under whom Florida tourism has reached unprecedented numbers, but praised Lawson, who he had appointed as head of the department in charge of licensing and regulation businesses in 2011.

Scott said, “Ken understands the responsibility we have to be transparent with every tax dollar. He has tirelessly fought to make it easier for Florida businesses to create jobs, has helped cut millions of dollars in fees and has streamlined the agency to ensure the state reduced burdensome regulations. At DBPR, he oversaw crucial parts of Florida’s tourism industry and knows that tourism is important to the economic growth of our state.

The Governor also said he knew Lawson, would, “will use his unmatched experience and love for Florida to promote tourism while bringing much needed reforms to VISIT FLORIDA so our state can break even more tourism records.”

That’s certainly a ringing endorsement, but despite a slew of credentials in senior positions in law enforcement, the military and legal and financial sectors, and his love of Florida notwithstanding, nowhere could we find any credible – nor in fact any – experience in travel and tourism or marketing – and one would think those are key aspects of this position.

Yes, financial accountability is important, but a good CFO working with his CEO and Board can handle that.  And while in today’s climate it seems that actual experience is unnecessary to fill any position, unfamiliarity with the unexpected complexities, intricacies and the personal relationships on all levels that make this industry work, have brought executives and companies to their knees on far too many occasions.

Of course fiscal responsibility is essential, but so is experience in marketing, especially tourism marketing and familiarity with at least some sector of the industry.

Apparently not lacking in confidence, however, Lawson was quoted in an interview after the meeting saying he is, “a proven leader. I’ve led 1,600 people the last six years.”

He wants to “market the power of Florida, make our economy grow and show the beauty of it to everyone.”

Well … okay …

Visit Florida Board chairman William Talbert and other Board members have lavished praise on Seccombe for his efforts at setting visitation records four years in a row, then they fired him.

Why? Do they believe kowtowing to Governor Scott and Florida House Speaker Richard Corcoran will protect their funding.

The deal with Pitbull to promote Florida beaches and other multi-million dollar contracts to advertise with a car racing team and a British soccer team brought scrutiny from the legislature which determines how much funding the agency will get.

Specifically,  Speaker Corcoran sued Pitbull’s management company in December to force him to disclose terms of his contract with Visit Florida. Visit Florida provided an almost completely redacted copy of the contract that infuriated both the legislature and the media.

That prompted Gov. Scott, who had repeatedly praised the job done by Visit Florida, now to call on Seccombe to resign his position and Visit Florida to reform its rules on transparency.

The fact that Florida visitation is at a record high since Seccombe took over (though in fairness his budget has also increased notably) apparently did not count in Seccombe’s favour.

Despite Lawson’s lack of experience in tourism marketing, the governor for some reason endorsed him and tossed Seccombe – and the board members fell in line.

“He knows the process,” Talbert told board members of Lawson, who said his mission is to instill a “cultural change” in Visit Florida to make transparency and accountability more of a part of the agency’s thinking.

“We need to makes sure that folks know clearly who we are and what we are doing,” Lawson said, missing out the part about bringing people to Florida.

Some numbers

In 2014, Seccombe who has been CEO since 2012 and with Visit Florida since 2008, made US $291,152 in salary and $30,211 in benefits, some of which came from private sources. Contractually he could have received up to $327,000 in a severance package. The former CEO however, reportedly agreed to waive his contract and accept $73,000 as a settlement. Talbert said that sum comes entirely out of private industry funding for the group and not state funds.

Lawson will receive a salary of US $175,000 a year, with (according to reliable sources) few, if any benefits. That’s a saving right there.

The fact remains however, that Visit Florida almost certainly needs someone with proficiency in travel marketing at the helm.

So, that begs the question why would the Governor choose Lawson, understandably highly qualified for many positions – though this just doesn’t appear to be one of them. The Governor’s choice is inexplicable unless he simply wanted someone he knew and trusted watching the budget – but how will that encourage Florida visitation.  At a time when tourism is being impacted by faltering economies, increasing terrorism, and uneasy political situations, Visit Florida needs a strong and experienced leader.

And why did the Visit Florida board so meekly fall in behind the governor’s choice?  Surely they could have at least named an interim leader from their own experienced Board giving them time to search for the perfect candidate.  The rush to name a replacement makes no sense.

There is no shortage of excellent candidates in Florida and if they wish to ignore their prodigious home-grown talent – there’s lots more across the US.

Governor Rick Scott’s term ends in 2018 – Florida has term limits and he is not eligible for re-election as Governor.

Perhaps it’s a waiting game – but the stakes are high.