Not many of us can claim to have been honored with our own day, but for Sandra Daley-Francois it’s all part of the job. Daley-Francois, the sales and marketing director for the currently-in-progress Pembroke Pines City Center, boasts a long history of sales, marketing and business development successes in the tourism industry, one that has seen her work with entities such as the Montego Bay Convention Center and the Greater Miami Convention & Visitors Bureau, where she earned her namesake day (June 20, 2012 to be exact) from the Mayor of Miami-Dade County and members of the Board of County Commissioners. Today, her focus is placed firmly in Pembroke Pines and on the City Center, where she will be responsible for all sales and marketing functions, including product development, website development, content creation, marketing automation, lead generation, and any other sales and marketing-related activities. We spoke with Daley-Francois about the Center, Pines’ future and her family connection to the community.
Tell us a little about your connection to Pembroke Pines and why you decided to take on this role?
My son resided in the area for over 10 years and during that time we have watched Pembroke Pines grow into a premier neighborhood for families. I welcomed the opportunity to work with my SMG team, to represent the Pembroke Pines City Center and to market it as a “standout facility” in the community, one that will bring families and friends together for entertainment and other events.
What are you most excited about with the Pembroke Pines City Center and why should residents be excited?
The Pembroke Pines City Center is a game changer for the community. It promises to bring world-class entertainment for the enjoyment of the residents of Pembroke Pines and surrounding communities. It is a venue where events as intimate as 10 persons to as many as 3, 200 persons will be held basically in their own back yard. The PPCC is in “the center of it all” therefore the residents won’t have to travel far to enjoy the events being held
Who is your target audience when it comes to sales and marketing?
The community, concerts promoters, meetings and events planners, sports association, medical associations and schools are some of the target markets. We are currently concentrating on the local and regional markets however, once we are near completion of the project (which encompasses restaurants, shopping and hotels) we will extend our reach nationally.
How do you plan to keep resident in the loop as the project progresses?
We will continue to keep the community in the loop through strategically placed ads, social media channels and one-on-one meetings. We have joined the Miramar/Pembroke Pines Regional Chamber of Commerce as they possess a wealth of information and direct connection to the businesses in the area. Through the Chamber’s numerous networking events, we are able to reach the community at large and to foster relationships. We are also affiliated with other groups such as Meeting Professionals International and Visit Florida, which places us in front of various potential clients.
What has been the response from the community?
The reception has been very positive; the community is anxiously awaiting the opening of the Pembroke Pines City Center!