By Paola Iuspa-Abbott, President of Top of Mind Public Relations
Fort Lauderdale’s Public Relations Makeover: From Spring Break Hotspot to World-Class City
Fort Lauderdale, home to one of Top of Mind’s offices, is a powerful case study in how public relations can reshape an entire city’s reputation. Sandwiched between Downtown Miami and Downtown West Palm Beach, Fort Lauderdale is now celebrated as a sophisticated waterfront destination, with luxury real estate, thriving international trade, world-class boating, and a vibrant cultural scene. But this wasn’t always the case. For decades, the city’s global image was tied almost entirely to rowdy spring break gatherings, an identity that stunted its broader growth. Changing that perception required years of consistent storytelling, visionary leadership, and, most importantly, strategic public relations in Fort Lauderdale.
From Spring Break to Sophisticated Destination
In the 1960s and 70s, Fort Lauderdale became synonymous with spring break revelry. Movies, pop culture, and national headlines reinforced the city’s reputation as a playground for college students. While this brought seasonal tourism revenue, it also discouraged families, international travelers, and investors from seeing the city’s full potential.
By the 1980s and 1990s, local officials, hotel operators, and business leaders recognized the need to reposition Fort Lauderdale. Through coordinated PR and marketing campaigns, they shifted the story from wild parties to a broader lifestyle narrative: beaches, dining, cruise departures, and family-friendly entertainment. Media tours and national travel stories helped spread the word, slowly changing how outsiders viewed the city.
Building the “Yachting Capital of the World”
One of the most successful examples of destination branding came from embracing what made Fort Lauderdale unique: its waterways. With more than 300 miles of navigable canals, the city was already a hub for boating enthusiasts. Local leaders and PR teams amplified this identity, coining the term “Yachting Capital of the World.”
High-profile events like the Fort Lauderdale International Boat Show became global showcases, drawing yacht builders, luxury brands, and international media. PR campaigns highlighted not just the event, but the economic ecosystem behind it, shipyards, marinas, and marine businesses that fueled the local economy. By consistently telling this story, Fort Lauderdale became known worldwide as a premier destination for the boating and luxury lifestyle community.
Reinventing with Fresh Storytelling
Years later, organizations like Visit Lauderdale unveiled fresh campaigns to highlight inclusivity, sunshine, and lifestyle beyond the beach. Instead of relying on stock images of palm trees, the branding emphasized cultural diversity, creative energy, and the city’s role as a year-round destination.
Through digital storytelling, influencer partnerships, and earned media coverage, the campaign reached audiences far beyond South Florida. Travelers began to see Fort Lauderdale not as a “second option” to Miami, but as a destination with its own unique identity.
PR Beyond Tourism: Real Estate and Business Growth
Public relations didn’t just benefit tourism. As Fort Lauderdale worked to attract investors and new residents, communications campaigns played a critical role. Real estate developers began to appreciate the city’s potential and launched luxury condominiums and promoted waterfront living like never before. At the same time, civic leaders positioned Fort Lauderdale as a center for international trade, conferences, and corporate investment. National media coverage amplified this transformation, showcasing Fort Lauderdale as a global city with opportunities for businesses, professionals, and retirees alike.
Today, you’ll find PR woven into every aspect of the city’s growth, from real estate branding to business development storytelling. That’s why Fort Lauderdale’s transformation is a case study in how thoughtful communications can reshape a community’s identity.
Lessons for Businesses Everywhere
The Fort Lauderdale story carries universal lessons for organizations looking to elevate their own brands:
- Control the narrative. If you don’t define your story, someone else will.
- Play to your strengths. Fort Lauderdale leaned into its waterways and international appeal, every business has its own differentiators worth amplifying.
- Consistency is key. Repetition across media channels built recognition and credibility over time.
- Adapt your voice. Just as Fort Lauderdale refreshed its branding to highlight inclusivity, businesses should revisit messaging to stay relevant.
Why This Matters for Your Business
Fort Lauderdale’s reinvention demonstrates that PR is more than publicity – it’s strategy. By combining reputation management, media outreach, and brand storytelling, you can shift perceptions, open doors to new opportunities, and strengthen your market position.
At Top of Mind Public Relations, a Fort Lauderdale PR agency, we bring the same principles that helped Fort Lauderdale transform to the clients we serve. Whether you’re a law firm, developer, nonprofit, or consumer brand, our team helps you tell your story with clarity, consistency, and impact.
About the Author
Paola Iuspa-Abbott is the founder and president of Top of Mind Public Relations, a national PR agency specializing in strategic media relations, thought leadership, and digital visibility. A former journalist with more than a decade of experience in major newsrooms, she brings a newsroom mindset to public relations, helping clients earn meaningful press coverage and build authority across both traditional and digital platforms.
Since launching Top of Mind PR in 2015, Paola has led campaigns for law firms, real estate developers, nonprofits, and national brands, with a focus on securing high-impact media placements, optimizing content for search engines, and staying ahead of how AI and algorithms shape visibility today.
