The Canyons Zip Line & Adventure Park, an Affiliate Attraction member of the FAA since 2014, provides memorable outdoor experiences for tourists in one of the most spectacular settings in north central Florida.  Located just north of Ocala and conveniently near I-75, the actual zip line complex is built atop of an old limestone quarry, originally used back in the 1910s and 1920s for mining purposes.  Today, when guests arrive on property, they are awestruck when they get their first glimpse of the enormity and beauty of these canyons, truly unique for the state of Florida.

The attraction features so much for visitors and families alike; and multiple zip line experiences over two different canyons, Sky High Canyon and Big Sky Canyon.  In addition to their adventures by air, The Canyon Zip Line & Adventure Park offers several types of land tours by horseback, as well as kayak exploration tours, and gem mining at their historic Zuber Mine.  Each experience is offered with different packages to choose from.  The Canyon Zip Line & Adventure Park is a family owned and operated attraction, led by Traci and Dave Walker.

Florida’s highways are traveled by millions of tourists and commuters every day, offering a unique opportunity for attractions to gain exposure. By partnering with the Florida Department of Transportation and Florida’s Turnpike, Florida attractions can connect with these audiences through targeted and impactful advertising programs. Options like vibrant SunPass Wallscapes—seen by over 80% of electronic tolling motorists—deliver broad visibility, while Sponsor-A-Highway signs create thousands of daily impressions and align your brand with community-focused initiatives like keeping Florida clean.

Other programs offer tailored opportunities to engage travelers. “Safe Phone Zones” at Safety Rest Areas promote safe driving while displaying your brand in high-traffic locations. The Truck Parking Availability System’s large, prominent signs provide visibility for businesses while enhancing roadway safety, and Turnpike Service Plaza sponsorships—ranging from Tire Check Stops to Pet Parks—offer a direct way to interact with visitors during their journey. These programs have helped local businesses increase brand awareness, attract new customers, and drive foot traffic in ways that traditional advertising often can’t match.

To find out how your attraction can benefit from these unique and cost-effective advertising opportunities, contact Travelers Marketing at info@travelersmarketing.com or visit www.travelersmarketing.com. With tailored options to fit your needs and an established partnership with Florida DOT and the Turnpike, this is your chance to reach your audience in an impactful way.

As a member of the Florida Attractions Association, Reach is an inbound marketing agency that uses a holistic, data-driven approach to marketing. Their talented team of strategists and creators craft brands that people love by transforming how your business attracts, engages, and delights customers. 

Led by CEO Kelly Trace, Reach was founded in 2014 in Kissimmee.  The agency quickly went from a team of one to a team full of multi-talent designers, web developers, content creators, as well as social media and SEO professionals.  A large component of Reach’s work is in the hospitality and tourism industry, with the agency working with small and medium-sized attractions on their digital marketing strategy to align with their business goals, increase followers on social media, visitors, and ultimately revenue via a solid website user journey and strong SEO.

Reach joined the Florida Attractions Association as a Supplier Associate member in 2022, and since that time has been a very active and supportive member of the FAA through sponsorships and attendance at many FAA events.  

The Inaugural Expedition FAA was an enormous success, premiering on Thursday, November 8 at ZooTampa at Lowry Park. The event drew capacity attendance and featured a day filled with informative presentations, engaging discussions, and valuable networking opportunities. FAA members were encouraged to arrive early to explore the award-winning zoo before the start of Expedition FAA.

The event took place in the zoo's Africa realm in Riley's Reserve and kicked off with an informal lunch where Chairman Dan Donovan (Universal Orlando Resort) provided an update on the FAA's strategic plan rollout and the ongoing efforts of the Board of Directors. Bill Lupfer shared insights on the election night results, the contributions made by the Florida Attractions Political Action Committee, and the potential impact of the 2025 Florida Legislature on the industry. Mike Donaldson, Members Services Manager, highlighted upcoming FAA events, including the 2025 Annual Conference scheduled for June 8-11 in Ponte Vedra. Jennifer Berthiaume (Lion Country Safari), Chairman of the Florida Attractions Scholarship Foundation, announced the opening of the 2025 Scholarship and Grant application period in February. Then Melissa Vogt (Broadway Palm Dinner Theater), Chair of the FAA Board Events Committee, revealed that the next Expedition FAA will take place in St. Augustine in January 2025.

The highlight of the event was a presentation on the rebranding and transformation of ZooTampa. Scott Rose, the COO of ZooTampa, and Kristi Chase Tozer, President of RumbleBuzz Marketing and former CMO of the zoo during its 4-year rebranding process, shared the inspiring story of the zoo's journey from its previous downtown Tampa location to its current home in Lowry Park. Scott discussed how the zoo evolved alongside the city and its residents, while Kristi detailed the rebranding process from start to finish, emphasizing the importance of stakeholder engagement, long-term planning, and effective internal and external brand communication strategies.

During the recent Expedition FAA event, Scott shared exciting news about the zoo's rebranding efforts, which have sparked a renewed sense of optimism for the future. The zoo has ambitious plans to renovate and update older areas, as well as create new sections that represent different geographic regions and the wildlife they house.

Attendees of the event were treated to a behind-the-scenes tour of ZooTampa, where they got a glimpse of the support areas that play a crucial role in caring for the animals. The zoo's dedicated animal team works tirelessly to maintain, rehabilitate, enrich, feed, and curate the wildlife collection with professionalism care.

Following the tour, attendees participated in roundtable discussions on opportunities and considerations of branding. Included were discussions about the creative journey behind FAA’s logo rebrand, effective branding strategies for celebrating business anniversaries and special events, Utilizing mission and vision statements to drive company culture, strengthen your business and encourage customer loyalty, and maximizing brand impact through strategic public relations and community engagement.

A workshop on the Clifton Strengths Survey was also presented, with FAA Chair Dan Donovan presenting each attendee with their personalized survey results. The survey results were discussed in terms of how they can be used to build strong teams and ensure that team members' strengths are effectively utilized in the workplace. The FAA plans to offer more opportunities for members to experience this valuable human resources tool in the coming year.

The event concluded with a gathering at the Boomerang Bar in the Australia realm, where attendees had the chance to unwind and network with fellow FAA friends and colleagues.

The FAA expresses its sincere gratitude to the ZooTampa team for their exceptional hospitality and generous support in hosting Expedition FAA. We also extend our appreciation to the FAA leaders who served as RoundTable hosts, facilitating engaging discussions throughout the event. Kristy Chase Tozer, RumbleBuzz Marketing; Cameron O’Connell, ZooTampa at Lowry Park; Retta Logan, A3 Visual; Nick Romeo, Guest Services; John Dent, Walt Disney World; Christina Schwartzman, Sawgrass Recreation Park; and Melissa Vogt, Broadway Palm Dinner Theater.

Lastly, we would like to thank our Expedition FAA Sponsors for their invaluable investment in our industry, without which these professional development programs would not be possible.

Please click here for the complete report from our lobby team at Liberty Partners of Tallahassee

The 2024 General Election in Florida delivered big wins for Republicans across the state, as the GOP maintained a supermajority in the Florida Legislature with 28 Republicans in the Senate, while picking up a seat in the House and extending their supermajority to 85-35. Voter turnout played a key role in Republican success, as 78.76% of all registered voters made their voices heard in the General Election – the highest voter turnout since 1992.

While Democrats edged Republicans in vote-by-mail ballots by approximately 200,000, Republicans had over than one million more early voters than Democrats. This was key to Republicans maintaining their supermajority in the Legislature.

One United States Senate race appeared on the ballot, as incumbent U.S. Senator Rick Scott handily defeated former U.S. Representative Debbie Mucarsel-Powell by more than 12%. Of the 28 U.S. House seats that appeared on the General Election ballot, Republicans won 20 seats compared to eight seats won by Democrats.

General Election surprises in the Legislature included the defeat of three House members: Representative Carolina Amesty (R-Orlando), Representative Tom Keen (D-Orlando), and Representative Katherine Waldron (D-Wellington).

With Florida Attractions Political Action Committee (FAPAC) supported candidates winning each of their 22 respective races in the General Election and the House and Senate retaining supermajorities, the attractions industry and the Florida Attractions Association (FAA) governmental affairs team will maintain positive relationships with incumbent legislators and create new relationships with newly-elected legislators.

During our meetings with newly-elected officials and incumbents, we reminded them of the value that tourism brings to our state and the unique experience that FAA member attractions offer. By making connections with legislators prior to the beginning of the 2025 Legislative Session and encouraging them to visit their local attractions, we are ensuring that FAA and its members will have a seat at the table when decisions are made in Tallahassee that would affect the tourism industry.

The 2024 General Election in Florida delivered big wins for Republicans across the state, as the GOP maintained a supermajority in the Florida Legislature with 28 Republicans in the Senate, while picking up a seat in the House and extending their supermajority to 85-35. Voter turnout played a key role in Republican success, as 78.76% of all registered voters made their voices heard in the General Election – the highest voter turnout since 1992.

While Democrats edged Republicans in vote-by-mail ballots by approximately 200,000, Republicans had over than one million more early voters than Democrats. This was key to Republicans maintaining their supermajority in the Legislature.

18 Senate seats were contested in the General Election, while one seat was unopposed in both the Primary and General Election, and one was unopposed following the Primary Election in August. In the General Election, Republicans won 14 out of 18 contested seats. The Senate will welcome eight new members on November 19, including five Republicans and three Democrats.

105 seats in the Florida House were up for grabs in the General Election. Republicans won 85 of these seats, including flipping a seat, to maintain their supermajority in the House. Of the remaining 35 seats, eight were unopposed in the Primary and General Election and six were unopposed following the August Primary Election. There will be many new faces in the Florida House, as 30 Republicans and 10 Democrats will serve in the chamber for the first time.

The Florida Attractions Political Action Committee (FAPAC) supported 22 candidates during the 2024 General Election, including 15 candidates in House races and seven candidates in Senate races. Candidates supported by the FAPAC won all 22 races for a win percentage of 100%.

Click here to view Liberty Partners of Tallahassee's complete report.