Broward County Board Of County Commissioners International Trade Strategy

International Trade Missions

Mission Statement

To expand businesses and create jobs in Broward County through the support, and promotion of both tourism and trade, by increased exports and direct foreign investments in the local economy by:

•	Promoting tourism, ecotourism the great quality of life and the advantages of a gateway for visiting, living, and investing in Broward County;
•	Expanding the base of Broward manufacturers and service producers involved in direct export/import sales through foreign distribution networks;
•	Supporting the efforts of Broward manufacturing firms to increase their market share in foreign markets and realize their export/import potential through export/import intermediaries;
•	Developing export/import promotion synergies through complementary partnerships through/with county, state and national wide networks of economic development organizations and export/import finance agencies; and
•	Supporting the efforts of Broward companies and organizations in the formation of a global technology hub that will increase capital investments and develop the workforce to spur economic growth.

To establish and maintain Broward County as a globally competitive knowledge-based economy, by creating an environment that will foster tourism, growth, and expansion for businesses in Broward County.

Introduction

As Broward County entered the new Millennium, it became increasingly apparent that in order to maintain its present economic viability, it must develop and vigorously pursue an international trade strategy that will establish Broward County as a competitive leader in the global marketplace.

Broward County 's international trade activity is framed by its geographical position to the Caribbean, Latin America and Africa. It is also strengthened by the County 's diverse population demographics. Trade opportunities also exist in other established markets such as Europe and Asia. The growing web of international relationships within the public and private sectors in Broward County also create new opportunities for attracting overseas investment in production and distribution facilities in the County.

The County 's international business relationships comprise three interrelated categories: two-way trade (mainly through air and sea ports); investment (mainly private sector); and tourism (Convention & Visitors Bureau (CVB)). In certain international markets, one or another of these categories will predominate in terms of current opportunities. However, long-term efforts to maximize the County 's economic viability should incorporate all three elements.

Broward County has significant players in international markets. A sample listing of international Broward companies are: Citrix, Microsoft, Citicorp Services, Inc., DHL Worldwide Express, HBO Latin America, American Online Latin America, Airspan Networks (England); Airspray International (Holland); Auto Terminal America (Cayman Islands); Biocientifica, SA de CV (Mexico); Bombardier Aerospace (Canada), Cosmo International (Peru); Embraer (Brazil); Gilat-to-Home Latin America, Inc.(Israel); Impsat USA (Argentina); Mapei (Italy); Mitsui OSK Lines America, Inc. (Japan); Nortel Networks (Canada); Telecomputing (Norway). General Instrument, Honeywell, Inc., and Hershey Foods Corp. Broward County is home for 13% of all foreign affiliated companies. Nearly 49% of all foreign affiliated companies are concentrated in South Florida. Some 101 foreign companies have businesses in Broward County.

There are substantial numbers of export-ready firms who are not exporting to their potential because they find that introducing their products to international markets is difficult and time-consuming. Involvement in international markets can be an intimidating experience for the new exporter. The international trade strategy will establish a framework for Broward County to assist those firms using a comprehensive approach to international business achievements in order to meet County goals and objectives for economic viability.

With this framework, the County will effectively lead with policy to guide, coordinate and provide an infrastructure; expand resources that will include identification of funding sources, collaboration with other County international partners and participation in missions; and implement goals through the utilization of Port Everglades, Fort Lauderdale-Hollywood Airport, Convention & Visitors Bureau and the Office of Economic Development.

Principles for Success

Broward County international business assistance should incorporate the following elements in order to be effective and sustainable:

•	County activities should complement and integrate the trade and investment activities of other organizations within the County. Trade partnerships are essential with the County, the private sector, the State of Florida and the federal government. The County is the logical entity to provide the leadership and support that enable export-ready firms to be able to access trade information and counseling.
•	International business relationships must be built over the long term. The County 's international business development program should commit to continuity of a core level of effort in overseas markets. The County is represented quite well in this area through aggressive marketing by Port Everglades, the Airport and the CVB.
•	The County should adopt those key markets already identified by Enterprise Florida, Inc. that have been proven to have a successful track record. This will alleviate duplicating and overextending efforts to cover all world markets. Within each targeted international market, assistance should focus on the sectors that represent the greatest potential for the County for increased trade and investment. In essence, County activities must reflect both instate capacity and international market demand. For example, in Asia, the concentration is on high technology; tourism; and agriculture and food products.
•	The County must focus on providing assistance to those qualified firms that are staffed, financed and committed to marketing and transacting sales overseas.
•	International markets are generally fluid and fast-moving. County activities should be flexible and should incorporate constant evaluation and reevaluation so that programs do not continue beyond their usefulness. The County should provide those services that government is best positioned to provide, and its trade activities should be chosen to yield the maximum economic return to the County relative to the investment of public funds.
•	The County must monitor commercial events in neighboring Caribbean and Latin American nations, to capitalize on trade opportunities as they emerge. Broward County 's favorable geographic location and transportation infrastructure should strategically position it 's business community to be an important player, as any new market emerges. Staff should monitor events and provide briefing meetings to report any emerging opportunities and to determine potential commercial impact.

Organizational Roles & Responsibilities

Within Broward County government, the Office of Economic Development, Port Everglades, Aviation and the Convention & Visitors Bureau are the logical lead agencies for developing an international trade program, subject to the approval of the Board of County Commissioners. While each agency has its own specific responsibilities and authority, they would collaborate on the following:

•	Developing an overall County trade strategy for the Board of County Commissioners approval.
•	Designating and developing the infrastructure for potential sites for foreign consulates.
•	Developing and strengthening the infrastructure for an inventory of Broward County 's services. (i.e., Customs)
•	Developing working relationships with the private and other public sector entities within County, State & Federal government.
•	Developing and advocating County trade initiatives to be approved by the Board of County Commissioners.
•	Evaluating and improving the effectiveness and efficiency of the County 's trade service delivery system.

Key Partners

In addition to County government, there are a large number of private businesses, and nonprofit trade associations playing major roles in the County 's international trade efforts.

Private Businesses

Since the private sector fuels the growth of exports/imports and investments, the private sector is both the County 's partner and client. Many of the County 's large and mid-sized firms are already exporting and importing their products and services successfully. Through their presence abroad and their ability to attract buyers to the County, they serve as unofficial ambassadors for the quality and diversity of the County 's exports and imports and could be utilized as mentors or role models for County companies interested in exporting and importing.

The County 's international organizations should play a critical role in promoting international trade by providing integrated and effective technical assistance to companies and municipalities desiring to transact international business. Through the assistance of these organizations, the County will be more effective in competing internationally by:

•	expanding sales of products and services by export-ready firms;
•	increasing the number of firms exporting and importing goods and services;
•	providing direct assistance to companies to assist their export/import activities; and
•	assisting in the development of a network of trade assistance organizations that can help businesses successfully complete export/import transactions.

International Trade Organizations and Other Governmental Entities

Our County is blessed with a wide range of international trade organizations that represent a substantial capacity to increase the County 's share of both trade and investment. These are organizations whose wide-ranging services would complement and help maximize the effective implementation of a County trade strategy. These organizations include:

•	The US Export Assistance Center
•	U.S. Department of State Foreign Missions Office
•	Enterprise Florida, Inc.
•	Office of Tourism, Trade & Economic Development
•	Small Business Assistance Center
•	Broward County Libraries
•	City of Coral Springs
•	City of Fort Lauderdale
•	City of Hollywood
•	City of Lauderhill
•	City of Miramar
•	City of Pembroke Pines
•	City of Sunrise
•	Other Broward County Municipalities
•	Bi-National Chambers of Commerce
•	The Broward Alliance
•	The International Business Council
•	World Trade Council
•	Japan/American Society
•	Fort Lauderdale Sister Cities
•	Broward County Arts & Culture
•	Small Business Development Center/FAU
•	Florida Manufacturing Technology Center
•	The InternetCoast
•	Other Regional International Organizations

The Bi-National Chambers of Commerce is an umbrella organization that represents almost 40 foreign chambers throughout South Florida and many trade organizations. Broward County is home for nine (20%) of these chambers. The impact of foreign commerce and the role of the bi-national chambers are vital, since these chambers act as a conduit and ambassador to foreign markets.

The County 's trade programs should be coordinated as much as possible with the resources and directions of these organizations in order to achieve the greatest results in the promotion of County exports and imports.

Measuring Success

The County should be committed to focusing on business activities that will lead to substantive, tangible export/import, investment and tourism results. To evaluate and measure the success of their trade promotion efforts, the County along with other key organizations, should use the following criteria to measure the results of County trade assistance to County suppliers or offshore buyers:

•	Dollar value of completed export/ import sales over the past 12 months
•	Number of jobs added or retained in the past 12 months
•	Dollar value of capital investment by businesses over the past 12 months
•	Dollars spent by businesses on new or increased export/import marketing/promotion
•	Number of agent/distributor agreements signed; number of networks/cooperatives formed
•	Number of certified goods or products exported and imported
•	Number of qualified trade leads responded
•	Dollar value of FTZ goods

Other significant, but less quantifiable outcomes of the County 's international trade strategy to be tracked:

•	Client satisfaction with the services received
•	Relationships established with government or industry leaders within a new or emerging market
•	Stronger relationships developed with State government to reduce tariff and non-tariff barriers

INTERNATIONAL TRADE MISSIONS

China
Brazil
Spain
Mexico
Jamaica
South Africa

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Business Mission: China 2006 Shanghai • Chengdu • Beijing

You are cordially invited to join our team for a journey through three of China’s most economically vibrant cities to explore joint ventures, (strategic alliances creating jobs), capital investment and business development prospects in the life science, marine, banking and finance industries. Don’t miss this opportunity to be part of a community-changing event! More... .pdf

Brazil Trade Mission - October 4-12, 2003

The Office of Economic Development, along with 2002-03 Broward County Mayor Diana Wasserman-Rubin, led a governmental/business mission for one week to Brazil. Pompano Beach City Commissioner Susan Foster, former Secretary of State George Firestone, Randy Avon, Chairman of the International Business Council, Stu Litvin, President of the Hollywood Business Council and James "JT" Tartlon, President of the Broward Alliance, were among the business and government leaders accompanying Mayor Wasserman-Rubin.

The delegation visited Sao Paulo and Manaus. In Sao Paulo, the delegation met with Mr. Patrick Duddy, United States Consul General in Brazil; FIESP, the largest business association in Brazil; AmCham Brazil, SABRAE, ACSP and the Mayor of Sao Paulo, the Honorable Marta Suplicy.

The County's involvement with Manaus, Brazil was initiated by Commissioner Josepheus Eggelletion, which resulted in a Memorandum of Understanding to strengthen trade relations between and among the State of Amazonas, SUFRAMA, Broward County and the City of Hollywood.

"The economic development trip that I took to Brazil was extremely productive. I believe that we were able to advance the agenda of trade commerce and foreign direct investment with Brazil," Mayor Wasserman-Rubin said after her trip in her weekly report to the Board of County Commissioners.

From Left to Right: Commissioner Josephus Eggelletion, U.S. Ambassador to the Republic of South Africa, Cameron Hume, Minister councilor for Commercial Affairs for Southern Africa, Johnny Brown.

South Africa Trade Mission - October 4-12, 2003

Broward County Commissioner Josepheus Eggelletion and the Office of Economic Development Business Development Manager, Deborah Wilkinson participated in an Enterprise Florida Trade Mission to South Africa. Other Broward companies participating in the trade mission included TransOcean Holdings; MECA, a minority e-commerce company; Hair Accessories; and a Hallandale company promoting products for infants. These companies had more than 60 appointments in five days, with one company predicting preliminary sales of $1.2 million annually with three new clients. During the governmental meetings with three major South African ports, the Ambassador to South Africa, two Mayors and four Ministries in Economic Development and Tourism, Broward County was chosen for an important visit by four South African port delegates to meet and exchange ideas about Port Everglades' security and infrastructure.

Commissioner Eggelletion said, "This is why it is so important for Broward County to participate in international missions and promote a cohesive international trade strategy for the County. Just being at the table for these types of business opportunities will enhance and grow our County. South Africa had only planned to visit the Port of New Jersey/New York, because of our recent visit Port Everglades has been added to their agenda."

Other OED International Trade Missions in 2003 included Spain, Mexico, Jamaica and Brazil.

For more information and for details about this missions, please contact Edgar Tapia, the International Protocol Trade Desk Officer at etapia@broward.org or by phone at 954 - 357- 6109.

Spain Trade Mission - February 16-21, 2003

Mayor Diana Wasserman-Rubin, Carlos Buqueras (Port Everglades) and Deborah Wilkinson (Office of Economic Development) participated in Governor Bush's Trade and Investment Mission to Madrid and Barcelona , Spain February 16-21, 2003.

The purpose of this mission was to promote the growth of international business, direct foreign investments and increased trade activity through coordination and partnership with public and private organizations in the region, state, and nation.

Spain was one of the targeted missions for Broward County during fiscal year 2003. Spain is the 10 th largest economy in the world and has significant business, investment and cultural ties with Florida . Florida-Spain total trade is expected to reach approximately $700 million in 2003. Spain is also a strong investor in Florida ; where one find the largest concentration of Spanish firms in the United States.

Mayor Wasserman-Rubin participated in very high level meetings scheduled through the Office of Economic Development and the Governor to promote Broward County and the State of Florida . These meetings included:

• Mayor of Madrid , Hon. Jose Maria Alvarez del Manzano
• Alberto Ruiz Gallardon, President of the Comunidad de Madrid.
• Mr. Jaime Malet, President of the American Chamber of Commerce.
• Mr. Antonio Fernandez Teixido, Minister of Economic Development of the region of Cataluna.
• Meeting with businesses included INDRA Systems, Inc. and CH Werfen.

Jamaica Trade Missions - June 18-19, 2003 and June 8-9, 2004

Mayor Wasserman-Rubin and a delegation of county representatives visited Jamaica on June 18 th – 19 th , 2003. Members of the delegation included Debora Wilkinson (Office of Economic Development), Manuel Altmira (Port Everglades), Ed Nelson (Airport) and Albert Tucker (Convention and Visitors Bureau).

The purpose of this mission was to develop a stronger relationship with the Caribbean island through the support and guidance of the United States Embassy in Jamaica and Ambassador Sue Cobb. Mayor Wasserman-Rubin and Ambassador Cobb pledged their mutual support for the Building Bridges Program, an initiative to promote trade and commerce between Jamaica and Florida.

Broward County will be the host of the Building Bridges Trade Fair and Exhibition on June 8 th & 9 th, 2004 at the Broward County Convention Center.

Meeting with Jamaica included private sessions with PSOJ, JAMPRO and AmCham.

Zapopan , Mexico - November 7-9, 2003

The International Business Council of South Florida and Broward County Office of Economic Development lead a delegation of business leaders to Zapopan in the Northern State of Jalisco, Mexico.

Representatives of several local industries spent 2 days of high level meetings with government officials, business representatives, and union leaders. During this mission more than 1 million dollars in trade were successfully negotiated between Broward County companies and companies in Zapopan. Also, Broward County and the Municipality of Zapopan signed a Memorandum of Understanding to further increase the trade and commerce relation between the two communities.