Sergio L. Piedra

Director of Leisure Product Development at Palm Beach County, Florida Convention and Visitors Bureau

Sergio L. Piedra, BJ '93

Degree(s): BJ '93 (News-Editorial)

Whereabouts: United States, Florida, West Palm Beach

What do you do? And what is most interesting about it?
I’m still trying to figure out what I do. Actually, my job is pretty simple – give visitors to The Palm Beaches an authentic sense of place. By developing hotel packages, marketing our events and producing content for our website or brochures – of course, all in a creative way. I also work with folks from hotels, attractions, events and tourism industry, convincing them to get on board with both our promotional campaigns and marketing strategies. Sometimes I’m a diplomat, sometimes I’m a cheerleader and sometimes I just have to get the message across.

How did you get your job?
To get along, go along. Old fashion loyalty. I’ve worked at the CVB since 2000. Started out as a public relations coordinator and moved up the ranks.

Best professional lesson learned at the J-School?
Always ask “why?”

What would be your best advice to current students?
Don’t be afraid to add a little color to anything. Life isn’t black and white so don’t make your material look like a TV rerun from the 1950s. Find the angle or moment that speaks in full living color, start your storytelling there, make it HD.

What do you consider to be your greatest professional achievement?
While working for the City of West Palm Beach Community Events Department (1995-96), I worked with a whole bunch of creative folks to create citywide special events that continue on today.

What is something about you that may surprise people?
I live in the tropics and sell the tropics all day long. But I love taking vacation where there isn’t any palm trees or suntan lotion needed. Getting a Rocky Mountain high, hiking an arid desert or driving along a cold, misty ocean highway works for me.

Updated: November 10, 2011