Agrusa, a Florida native, plans to bring CFHLA and the Central Florida region back on a positive track following the pandemic.

“I saw this as an incredible opportunity to lead this association and the hospitality community out of this pandemic and into this new era of travel and tourism in Central Florida,” Agrusa says. “I thought it was an amazing opportunity to help serve and support our community when it was really needed.”

CFHLA is one of Central Florida’s largest and most influential trade groups. It represents close
to 80% of the more than 125,500 hotel rooms in Orange, Seminole and Osceola counties, and
nearly 500 organizations that participate in the hospitality and tourism industries.

“The Board of Directors and all members of CFHLA are extremely excited to have Robert onboard leading us into the bright future of Central Florida Tourism,” says Jesse Martinez, CFHLA Chairman of the Board and General Manager of The Alfond Inn at Rollins. “He brings a strategic vision to our association, which will be critical to our ability to come out of the pandemic successfully. We know his collaborative nature and business experience will only help strengthen CFHLA’s presence within our community and governmental offices.”

Agrusa emphasizes the need to lead Central Florida in a consistent direction that is sustainable for the demand tourism brings.

“In Florida, tourism is one of our top three economic drivers,” Agrusa says. “It is vastly
important not just to us in Central Florida but to the rest of the state that we maintain a strong
economic and political climate that supports the industry.”

The biggest challenge that the tourism and hospitality industries are currently facing is the workforce, Agrusa says. Moving forward, CFHLA will also focus on affordable workforce housing, increasing access to transportation options, and child care accessibility.

In addition to addressing these immediate concerns, Agrusa wants to focus on leading the next generation to succeed in the industry.

“We have to do a better job working with our schools,” Agrusa says. “I’m building mentorships,
internships, and partnerships to help give these students a better perspective about future careers in the tourism and the hospitality community.”

Agrusa brings 15 years of political and business experience to CFHLA. Prior to his current role, he served as the President and CEO of Apopka Area Chamber of Commerce in 2017. In addition, he worked with the Orlando Economic Partnership where he oversaw the business force, the political action arm of the organization including government affairs, advocacy and candidate endorsements. Agrusa also worked in the Florida legislature and across the state working on political campaigns. He most notably worked for former Senate Presidents, Andy Gardner and Jeff Atwater.

To Agrusa, this position is more than sitting behind a desk and he is enjoying getting out in the community to better understand the needs of local hospitality and tourism groups.

“For me, it was really about going all in and understanding all the components of the tourism and
hospitality community, how they intertwine, and really learning from not just general managers
but from their employees,” Agrusa says.

You can learn more about the CFHLA and how to become a member at cfhla.org.

In his remarks, Orange County Mayor Jerry L. Demings addressed the challenges and the accomplishments faced by the county’s businesses, residents and governmental employees over the past year. Furthermore, Mayor Demings discussed the county’s commitment to ensuring the safety of all businesses and residents throughout the pandemic, including access to personal protective equipment, COVID-19 testing and subsequent vaccinations, the ability to seek workforce training and retraining opportunities, and the county’s optimistic economic outlook for the remainder of 2021.

Most importantly, Mayor Demings highlighted the historic investments that continue to be made by the hospitality and tourism industries, including Universal Orlando Resort’s new theme park Epic Universe, SeaWorld Orlando’s newest roller coaster Icebreaker Launch, and Walt Disney World’s Remy’s Ratatouille Adventure and the Star Wars Galactic Starcruiser Resort.

Lastly, Mayor Demings shared his excitement as hotel occupancy is increasing and families and visitors are returning this summer, just in time to make lasting memories. On behalf of CFHLA, we would like to thank Mayor Demings for his continued partnership, leadership and support of the Central Florida tourism and hospitality industries.

These policies include legislation that shields businesses from frivolous COVID-19 lawsuits, supporting the long-term continuation and funding of Visit Florida, maintaining the integrity of the Tourist Development Tax to encourage visitors back to the region, and ensuring the State Affordable Housing Trust Fund is used for its intended purpose to improve the quality and access to affordable workforce housing in our community.
For more information, please visit www.CFHLA.org.

The 2020 Public Servant of the Year is Dr. Raul Pino and the Florida Department of Health in Orange County. This award was presented at CFHLA’s February luncheon on Feb. 18, at the Embassy Suites Orlando – Lake Buena Vista South.

Taking into consideration the unprecedented impacts of COVID-19 in 2020, CFHLA recognized Dr. Pino and the Florida Department of Health in Orange County for their integral role in keeping the community safe and informed throughout the constantly evolving state of affairs amidst the COVID-19 pandemic.

Over the past year, Dr. Pino has been a constant presence and resource for the public. He has stood side by side with Mayor Demings, Mayor Dyer and many of our local elected and community leaders to keep the citizens and businesses of Orange County “in the know” as new information was discovered daily. Thanks to his collaboration with our region’s leaders, Dr. Pino and his department helped to advise the recommendations and guidelines to keep local businesses open and operating and to allow the hospitality industry to continue welcoming visitors to Orange County safely.

Wardrobe Malfunction

I’m sitting at a table of 10 furiously trying to fix the strap of my gown that has become unhooked. Rich is on stage presenting CFHLA awards when I hear my name: Donna Stutts, “Allied Member of the Year.”

What? Are you kidding me? I had no clue this was coming. The entire audience has to wait until I can be presentable, but then I walk proudly to the stage to Rich Maladecki, president and CEO of the Central Florida Hotel & Lodging Association.

Never in my life have I experienced a moment like that. One moment, like so many moments created and orchestrated by Rich Maladecki. For 23 years, Rich has led CFHLA to greatness. The face of Central Florida and tourism has forever been changed. January 2021 marks his final farewell as he retires, but his legacy will live on long after. In honor, we’ve asked Rich to share some of his moments
with you.

What are you most proud of during your time with CFHLA?

People want to belong to a successful organization where they know other individuals on a first name basis. I’m proud to have spearheaded a culture where members feel as if they are a part of a family. Our staff has worked hard to develop that type of reputation for our CFHLA.

When someone joins CFHLA, they are invited to events where they get to meet other members, not just staff. In a room of 1,000 CFHLA members, I would say each would know 100+ people on a first name, personal level. We’ve built a culture of networking, a culture of friendship — like an extended family.

Externally, CFHLA’s greatest achievement in the political world was in 2007 when CFHLA led an industry coalition to increase the tourist development tax by 1%. Honestly, it took a year of negotiating with Orange County Government and the City of Orlando Government to secure the needed funding for the new Amway arena, the Dr. Phillips Center for the Performing Arts, and to help renovate the Citrus Bowl Stadium, now Camping World Stadium.

We secured additional marketing monies for Visit Orlando to help market our destination by successfully increasing the tourist development tax by one cent, representing an additional $20 million. (Now it would be closer to $40 million before Covid.) I believe that success has had a direct correlation to increased number of guests in 2017, 2018 and 2019. We lead the free world in visitation with more than 70 million+ visitors each year.

What is your most memorable experience as president?

I am very, very proud that during my CFHLA career, we have awarded over $2 million in scholarships to hospitality students — money that stayed here in Central Florida to students attending the Valencia College hospitality or UCF Rosen hospitality programs. I’m proud that seven students graduated from UCF Rosen with honors, because we paid for their tuition, room and board, and books. In addition, we worked with the Freeberg Foundation for 7 years to fund a full-ride scholarship for a student for all four years.

What were some memorable initiatives that you supported as president?

In 2002, CFHLA launched the Adopt-A-School program. For nearly 20 years, we’ve encouraged our member companies to participate and adopt 100 schools per year in the tri-county area. We have about 10 businesses that have adopted the same school for 18 or 19 years. The principal of the school changed, the general manager of the lodging establishment changed, but they continued to adopt the school — not just in money but also partnering in person on campus.

We started CFHLA Cares in 2009 as an offshoot of the Adopt-A-School program. Four times a year, we collect nonperishable food items, school supplies and shoes. I can honestly say CFHLA members have donated over 1 million items to Central Florida school districts for homeless students. We definitely walk the talk — not just talk the talk.

To young people getting into the hospitality industry, what would you say to them today?

As an adjunct professor at UCF Rosen College of Hospitality Management, I instruct students on the subject of something loosely defined as soft skills. Yes, students need textbook knowledge but they also need to know how to smile, shake hands, and listen — not just hear, but truly listen, to what people are saying. Hospitality students need to be thankful and show a sense of respect to individuals they are serving as customers.

You were president during the 9/11 crash, the 2008 recession and now Covid. What is your best advice to hoteliers?

Obviously, each moment was different psychologically and economically. 9/11 shocked and froze the travel and tourism industry for a 60-day period, but then the industry began to see light at the end of the tunnel. The great recession of 2008-2009 was horrific because it lasted and lasted. When individuals
throughout the world and our country are unemployed or scared of becoming unemployed, discretionary monies for vacations evaporate.

Now, Covid has paralyzed our industry in so many ways. Restrictions on international travel dramatically affected us in terms of lost conventions, meetings and visitors in the billions of dollars. Theme parks, operating under an umbrella of safety and telling the story that it’s safe to stay at lodging establishments with recommended CDC cleaning measures in place, are driving leisure visitors, but it’s nowhere near what it once was.

The vaccine isn’t the immediate answer, it is a means to an end. Although it’s being distributed, there’s a good percentage of the population that doesn’t want to be first. Unfortunately, travel and tourism will continue to be affected until the vaccine is accepted by the traveling public.

What’s next for you?

I’ve worked 44 straight years; one item I want is to be off the clock. I want to manage my own time. That’s very important to me. I’m a native Michigander. I love an art and wine community in Michigan called Traverse City. I rented a cottage there for three weeks in the summer, on an inland lake with a boat. I can enjoy
my children coming to visit as well as some Michigan and Florida friends. That is going to be one of my thrills, just being off the clock and spending time with my loved ones.

I am also a bicyclist since 2006. I only ride once or twice a week but I’ve set a goal to ride 50-60 miles a week for the rest of my life, starting in early March by biking 10-12 miles every other day, three to four times a week. I think that would be a meaningful goal to accomplish for the rest of my life. Biking is so relaxing, as it clears the mind.

Just Who Is Rich Maladecki?

• Nearly 44 years of nonprofit executive experience.
• Earned Master’s Degree in nonprofit management
• President / CEO of the Central Florida Hotel & Lodging Association for over 20 years.
• Managed 50-member Board of Directors.
• Published “Bits, Tips and Power Points,” a 180-page book of ideas and insights for nonprofit managers (5,000 copies sold).
• Board Member Visit Orlando.
• Board Member Experience Kissimmee.
• Former President of the Orange County Library Board of Trustees.
• Central Florida Boy Scouts Council Board Member.
• Former Valencia Foundation Board of Director.
• Boy Scouts of Central Florida “Silver Beaver” Awardee.
• Inducted into the Central Florida Hospitality “Hall of Fame.”
• Served on the Blue-Ribbon Task Force for Orange County Public Schools.
• Served on Orange County Sheriff’s Transitional Team.
• UCF “Commencement Speaker.”
• “Certified Association Executive” (CAE) designation, American Society of Association Executives.
• Honored as one of Orlando Magazine’s “50 Most Powerful People” for 10 years.
• Earned “Best Managed” Central Florida Trade Association by the Orlando Business Journal for 2 years.
• Taught upper-level courses in nonprofit management at the University of Central Florida.
• Taught event industry course at the UCF Rosen College of Hospitality Management.
• Active member of the Dr. Phillips Rotary Club.
• Led industry coalition to increase the tourist development tax by 1%.
• Secured marketing monies for Visit Orlando to market our destination to achieve record visitation.
• Awarded over $2 million dollars in scholarships to hospitality students.
• Worked with the Freeberg Foundation to fund a full-ride hospitality scholarship.
• Launched the Adopt-A-School program, adopting 100 schools per year.
• Started CFHLA Cares, collecting food, school supplies and shoes for homeless students.

Rich has dedicated his life to making a difference in Central Florida and in the people he has had a chance to impact. No other person stands out as a change-maker like Rich. Yet, he possesses a humbleness and desire to make each person he encounters feel special. I am proud to call Rich Maladecki my friend. He even has time for someone with an occasional wardrobe malfunction.

The Charles Andrews Memorial Hospitality Award for Community Leadership honors one leader for their personal contributions to the Central Florida community and the regional hospitality industry. This year’s recipient was Stephen Weisz, President/CEO, Marriott’s Vacations Worldwide. This year’s recipient was selected for his part in enhancing and diversifying Central Florida’s hospitality industry and community. Stephen’s career with Marriott spans 48 years and includes 24 years as the current President/CEO.

Under his leadership, the Marriott Vacations Worldwide has since expanded from 4,100 to nearly 23,000 employees around the globe. Mr. Weisz has also grown the Vacation Ownership Portfolio from 26 properties under one brand to over 110 properties across 7 brands.

Furthermore, since 1983, Stephen has been a proud supporter of Children’s Miracle Network Hospitals and locally has been responsible for raising over $4 million for the Arnold and Winnie Palmer Children’s Hospitals.

CFHLA 2020 Members of the Year Honorees:

Lodging Member of the Year Award
Fred Sawyers, Hilton Orlando Bonnet Creek/Waldorf Astoria Orlando

Allied Member of the Year Award
Michael Hanley, Wealth Management Strategies of Central Florida

Engineer of the Year Award
Scott Titus, Hyatt House/Hyatt Place across from Universal and Hyatt Place Orlando I-Drive/Convention Center

CFHLA congratulates these distinguished 2020 honorees!

The 2021 CFHLA Executive Committee is as follows:

CHAIRPERSON
Jesse Martinez
The Alfond Inn at Rollins

1st VICE CHAIRPERSON
Sonja Giselbrecht
Marriott’s Cypress Harbour

2nd VICE CHAIRPERSON Anthony Lazzara
Crowne Plaza Orlando Universal

SECRETARY
Jeff Swirsky
Flamingo Crossings Hotels, Yedla Management Company

TREASURER
Jorg Heyer
Sheraton Vistana Resort

ASSISTANT TREASURER
Mark Politte
DoubleTree by Hilton at the Entrance to Universal Orlando

HISTORIAN
Fred Sawyers
Hilton Orlando Bonnet Creek/Waldorf Astoria Orlando

IMMEDIATE PAST CHAIR
Brian Comes
Hyatt Regency Orlando

CFHLA Believes is scheduled to occur on Saturday, December 12, 6pm – 11pm at the Hilton Orlando. This networking activity will feature partnerships with Central Florida charitable organizations that help and support furloughed Hospitality employees including Second Harvest Food Bank of Central Florida as well as a GoFundMe account for direct donations.

This activity will continue to feature the following CFHLA annual awards: Lodging Member of the Year, Engineer of the Year, Allied Member of the Year and the Charles Andrews Memorial Hospitality Award for Community Service.

Additionally, CFHLA will be collecting new sneakers for the over 10,000 homeless students in Orange and Osceola Counties as well as gently used flat style shoes for Operation Shared Shoes, a non-profit that collects and distributed shoes to those in need.

CFHLA looks forward to supporting the Hospitality Industry.

The event featured guest emcee Jim Payne, WESH 2 News anchor, and keynote speaker, Mike Cortes, former FDNY and Sept. 11, 2001 first responder. In addition, CFHLA honored the following Central Florida first responders:

Lifetime Achievement Award
Chief Deputy Nancy Brown, Orange County Sheriff’s Office

Heroism Award – Fire Rescue
Lieutenant Paramedic Anthony Pisani, Firefighter/EMT Kurtis Warren, and Paramedic Almando Martin, Orange County Fire Rescue

Heroism Award – Law Enforcement
Sergeant Jeinly Ortiz, Sergeant Kristy Strobl, Officer Christopher Cabral, Officer Marlon Dunston, Officer Nawfal Filali Fikri, Officer Eric Longsworth, Officer Leopoldo Roman and Officer Rodolfo Sayeed, Kissimmee Police Department

Life Saving Award – Fire Rescue/EMS
Assistant Chief Chad Peterson, Lieutenant Donald Fitzgerald, Lieutenant Lewis “Buck” Tydings, Engineer Denton Chapman, Engineer Marissa Garbade, Engineer Robert Wise, Firefighter Craig Bronson, Firefighter Ryan Broomell, Firefighter Ryan Cooke, Firefighter Collin Dean, Firefighter Jonathan Estrella, Firefighter Samantha Frost, Firefighter Jaycius Golding, Firefighter Tyler Graves, Firefighter Brandin Hudson, Firefighter Lauren O’Brien, Firefighter Michael Sims, Firefighter Theresa Sysol, Firefighter Daniel Thibodeau, Firefighter William Tilford, Firefighter Ashton Tyson and Firefighter David Vignola, St. Cloud Fire Rescue

Life Saving Award – Law Enforcement
Deputy Sheriff Todd Montford, Osceola County Sheriff’s Office

Life Saving Award – Hospitality
Joshua Denham, Hilton Orlando
Narciso Leon, Gaylord Palms Resort and Convention Center

CFHLA would like to thank presenting sponsor Radio One / Motorola for their continued partnership of this important community activity.

This activity recognizes hospitality’s “Front Line” employees for exemplary service and customer satisfaction. This year, CFHLA received a total of 300 nominations.

The employees of the year were recognized in 13 categories:

Angelica Elizaga

Wyndham Lake Buena Vista Resort Disney Springs Resort Area

Back Office Employee of the Year

Richard Esparza

Hyatt Regency Orlando International Airport

Bell Person/Concierge Employee of the Year

Claudia Acosta

Waldorf Astoria Orlando

Community Service Employee of the Year

Lan Pham

Renaissance Orlando at SeaWorld

Convention Center/Banquet Employee of the Year

Karelys Rodriguez Reyes

Wyndham Grand Orlando Bonnet Creek 

Culinary Employee of the Year

Jonathan Negron

Sheraton Lake Buena Vista Resort

Engineering Employee of the Year

Frigia Mora

Marriott Village Orlando Courtyard

Food & Beverage Service Employee of the Year 

Penda Manley

Loews Hotels

Front Office Employee of the Year

Rodrigue Chery

Marriott’s Cypress Harbour

Housekeeping Employee of the Year

Clemence Francois

Embassy Suites I-Drive 360

Laundry Employee of the Year

Tuba Escabi

Bluegreen Fountains Resort

Recreational Employee of the Year

Kevin Cochren

Hyatt Regency Orlando

Security/Loss Prevention Employee of the Year

Araceli Gutierrez

JW Marriott Orlando, Grande Lakes

Steward/Dishwasher Employee of the Year

CFHLA congratulates all honorees!