Some things
never change, or do they? It's 2008, and Spring Break is once again going
strong, but in Greater Fort Lauderdale it isn't fueled by rowdy college
kids. Not by a long shot.

    In the late 1980s, Greater Fort Lauderdale said goodbye to its college
Spring Break image and hello to beach chic, steadily gaining momentum as a
casually sophisticated, "beach-plus" destination with year-round,
something-for-everyone appeal. After a continuing influx of upscale hotels
and an ever-increasing roster of quality attractions and activities,
Greater Fort Lauderdale's 10 million-plus annual visitors are now made up
primarily of couples, families, friends on a getaway, and convention
delegates.

    "I am delighted to say, welcome spring vacationers!" said Nicki
Grossman, president and CEO of the Greater Fort Lauderdale Convention &
Visitors Bureau. "Our destination is completely transformed since the days
of Where the Boys Are -- yes, that was us -- to the point where that phrase
means something entirely different. It means families snorkeling, young
couples enjoying our bistros and trendy cafés, business people hitting the
links, or a group of girlfriends getting away for a well-deserved 'shop and
spa' splurge. And springtime is a wonderful time to visit -- what better
way to celebrate than 80-degree temperatures and sunny skies?"

    That former Spring Break student-style is long been over for Greater
Fort Lauderdale, a destination once famous -- or infamous -- as a draw for
the itsy-bitsy-teeny-weeny-yellow-polka-dot-bikini set. During its peak in
the mid-1980s, Spring Break in Greater Fort Lauderdale attracted an
astronomical 380,000 college revelers over a six-week period.

    "They say if it ain't broke, don't fix it. Well, it was broke," said
Grossman. "It took a very dedicated, forward-thinking effort to bid that
Spring Break adieu. The hospitality industry expanded, modernized and
improved. We built a performing arts center, a convention center, a
large-scale expansion to Fort Lauderdale-Hollywood International Airport --
all on the basis of the true potential Greater Fort Lauderdale had, which
it's now coming to realize more and more."

    Need proof? The spot where the wet t-shirt contest was invented is now
home to the St. Regis Resort, Fort Lauderdale, a luxury hotel that opened
its doors in May of last year. In addition to upscale hotels, visitors will
discover a diverse array of leisure activities that include:


     -- Trendy boutiques and luxury retailers line Las Olas Boulevard, Greater
        Fort Lauderdale's unofficial "Main Street" The upscale Galleria Mall
        is the product of a recent $100 million renovation and now boasts
        names like Neiman Marcus and Saks Fifth Avenue.
     -- The area is home to over 42,000 pleasure crafts, making it the
        Yachting Capital of the World; its 300-plus miles of navigable inland
        waterways earn it a second nickname: Venice of America."
     -- More than 65 golf courses make the destination a golfer's paradise.
     -- A three-tiered coral reef system and dozens of popular wreck sites
        draw novice and expert scuba divers, while kayaking, parasailing and
        snorkeling entertain those looking to stay above water.
     -- Attractions such as Butterfly World -- the largest butterfly aviary in
        North America -- and the natural wonder of the Everglades bring
        visitors in touch with nature and Native Seminole Indian culture.
     -- The Broward Center for the Performing Arts houses hit Broadways plays
        and musicals, and the Museum of Art, Fort Lauderdale plays host to
        internationally-acclaimed exhibitions.
     -- A dining and nightlife scene that has appeal to a wide range of
        visitors.

    "The whole mood is different -- and that's why, according to every
statistic around, our 2008 peak tourism season is off to a roaring start.
Greater Fort Lauderdale has grown up and so have our visitors. Watching a
newlywed couple strolling along the beach holding hands -- or a mother
dabbing sunscreen on her baby's nose -- doesn't exactly bring out the Wet
T-Shirt side of people," adds Grossman.