The Florida Attractions Association (FAA) marked its 75th anniversary with a strategic rebranding initiative to ensure its future relevance and impact. At the 2023 FAA Board Retreat, a Brand ID & Value Proposition Committee was formed to attract and retain the next generation of industry leaders. In partnership with a third party agency, insights were gathered through surveys and interviews that highlighted networking as a critical membership benefit, and praised the Attraction Share program for its value. Results also showcased a desire for enhanced communication and professional development to attract and retain the next generation of industry leaders and a resource hub to better navigate industry challenges.

In response, FAA has committed to modernizing the organization's brand and communication strategies. This includes providing essential services, legislative updates, professional development, and improved networking opportunities. A new visual identity was created and new communication pillars are being developed to reflect these changes, embodying inclusivity, collaboration and unity. This rebranding positions the Florida Attractions Association as a forward-thinking, inclusive and dynamic organization ready to meet the evolving needs of members today and in the future. A brand promise that truly represents the spirit and vitality of Florida’s attractions industry.