"I am pleased to announce some changes in AHATA’s structure aimed at delivering the type of marketing support and membership services and that have distinguished AHATA as one of the premiere hotel and tourism associations in the Caribbean" announced Jorge Pesquera, President and CEO:
Scott Wiggins will be taking on greater responsibilities and his current title of North American Marketing Rep will change to Senior Director of Sales and Marketing for North America and Director of Operations for the Aruba Meetings and Convention Bureau. As previously announced, AHATA has initiated the establishment of a destination marketing organization with a dedicated sales force that will be delivering incremental group bookings and room nights to our members. Scott has accepted the challenge to lead our team in this regard and those of us at AHATA’s Aruba based management staff will be there to support him with logistical, administrative and convention services support functions. Among others Scott will:
- Provide primary leadership for Aruba’s AMCB/AMIP efforts in North America, including:
o Development and tracking of sales goals and territories
o Day to day management of the AMCB sales team
o Development and monitoring of the annual AMCB/AMIP marketing and business plan and budget
o Execution of Aruba’s presence at MICE tradeshows, conferences and special events
o Management of AMCB/AMIP marketing, advertising and public relations
o Management of communications within the AMCB/Team, with the AMCB/AMIP Board(once established), private sector MICE partners, the Ministry of T&T, and the Aruba Tourism Authority
o Regular reporting/accountability on activities and results of sales and marketing efforts
The two recently recruited Regional Directors of Sales - Mayline Menendez and Donna Del Gallo will report to Scott. Currently, Mayline has been assigned all market segments (corporate, association and incentives) in the Southeastn region while Donna will focus on associations and incentives in the Mid-Atlantic and Northeast. These territories and market assignments are subject to change as we fine tune our strategy.
Our overarching goal continues to be the establishment of a foundation using a typical Convention and Visitor’s Bureau model. This entity would receive permanent funding from a legislated portion of the room tax matched or supplemented by AHATA funds and governed as by a board composed of public and private sector members.
Scott’s marketing services company - CARIBA - will also continue to:
- Provide advice and support to the Aruba Tourism Authority’s leisure marketing efforts
- Provide leadership in managing Aruba’s North American airlift
- Manage Aruba’s relationships with top producing tour operator and retail partners
- Provide team leadership for unique AHATA events including ATCA, North American Marketing Retreat, AHATA Speakers Series, General Assemblies, and other events as assigned by AHATA
Scott’s marketing services company now counts with an outstanding resource in the person of Adwina Arends - well known to the entire Aruban tourism community and one of the true pioneers of AHATA’s initial steps as an association. Adwina will provide continuity in the services that Scott has spearheaded so far in the areas of Coop Advertising, leisure sales and industry relations. When appropriate, Adwina will represent AHATA as North American Marketing Manager.
Marcial "Charly" Ibarra, under contract with AHATA as Director of Business Development - will be providing additional support to Scott in the execution of both - group and leisure marketing services in the following areas:
Group market
- Make presentations to customer groups and other marketing partners
- Prospect for new customers in coordination with the AMCB sales force, currently being set up under the AMIP umbrella
- Handle VIP site inspections and familiarization trips as needed
- Assist convention services staff and AHATA office with special requests, relative to government support and client requirements
Leisure market
- Participate in assigned major leisure consumer and trade events as Ambassador "Charly from Aruba"
- Liaise with niche industry leaders, including the African-American, Hispanic, Entertainment and Sports markets
- Oversee and set up trade shows and client events
- Maintain industry relations through associations such as CHA, CTO, TIA
- Conduct research on assigned topics
In addition to funding this initiative, AHATA will provide administrative and logistical support to the Aruba Meetings and Convention Bureau. Nathaly Wouters will be setting up a comprehensive chart of accounts for the AMCB effort to properly track our investments and demonstrate ROI. I will also be available to provide advice on operational matters, as well as the development of the overall group marketing strategy.
Dyane Vis will continue to oversee marketing initiatives and joint efforts between AHATA and ATA relative to Europe, Latin America and the Caribbean as well as other special assignments in terms of product development and quality among others.
Meanwhile we will continue our dialogue with the Ministry of Tourism, ATA and Parliament members to achieve our final goal of a public private partnership with the appropriate governance structure and accountability.
Please join me in congratulating Scott Wiggins on his expanded responsibilities, a well deserved recognition of his considerable leadership skills and marketing acumen. Also join me in welcoming Mayline, Donna, Charly and Adwina to AHATA’s extended destination marketing organization - one that fully intends to deliver on its promise.
the new team: Jorge, Donna, Charly of Aruba, Joyce, Mayline and Scott
