Ken Lawson Named President and CEO of Visit Florida

January 10, 2017

One week after Will Secombe stepped down from the top post at Visit Florida in the midst of a controversy surrounding a $1 million promotional contract paid to musician Pitbull, Ken Lawson was named the bureau’s new President and CEO. 

The announcement was made following a unanimous vote of the Visit Florida Board of Directors during a meeting Jan. 10 in Orlando. 

Lawson, who currently serves as the secretary of the Florida Department of Business and Professional Regulation (DBPR), will assume his new position with Visit Florida Jan. 11.

“The work VISIT FLORIDA does to promote tourism is vital to the continued growth of the state’s economy and having someone with Secretary Lawson’s strong leadership background will secure our continued success.” said William D. Talbert, III, CDME, president & CEO of the Greater Miami Convention & Visitors Bureau and Chair of the VISIT FLORIDA Board of Directors.

Lawson, a native Floridian and former U.S. Marine Corps Judge Advocate General, has spent 12 years serving and protecting the public in numerous regulatory positions, including his most recent work overseeing - among other divisions - restaurants, hotels and vacation rentals with DBPR.

During his six-year tenure with DBPR, Lawson managed a team of 1,600 employees charged with licensing and regulating more than 1 million businesses and professionals throughout the state. 

“Florida tourism has great momentum with five consecutive years of record visitation, visitor spending and industry-related employment and I look forward to building on this momentum to take VISIT FLORIDA to the next level,” Lawson said.

Here are some thoughts from a few other industry leaders on Lawson’s appointment:

“Ken Lawson will be a tremendous asset to VISIT FLORIDA and ensures the organization will be well-positioned to continue to play a key role in promoting the state to visitors around the globe,” said Carol Dover, president and CEO of the Florida Restaurant & Lodging Association and member of the VISIT FLORIDA Board of Directors.  “VISIT FLORIDA needs a CEO with his impeccable capabilities and strong sense of responsibility to the public sector, and I am honored and privileged that he has agreed to take this significant leadership role.”

 “A leader with Ken Lawson’s proven track record will elevate VISIT FLORIDA’s efforts to strengthen our state’s share of the global travel market,” said Carlos Gazitua, President & CEO of Sergio’s Restaurants and member of the VISIT FLORIDA Board of Directors. “He brings the perspective of best practices from both public and private entities to his new role that will help VISIT FLORIDA meet any challenges going forward.”

“I have every confidence that through Ken Lawson’s extraordinary leadership, VISIT FLORIDA will establish the Sunshine State as the No. 1 travel destination in the world,” said Maryann Ferenc, President & CEO of Mise en Place and Vice Chair of the VISIT FLORIDA Board of Directors.  “We need the type of zealous leadership he has shown at DBPR and I look forward to working with him in the years to come.  Now is the time for the private sector to really get to work.

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.