US EditionCan Fort Lauderdale Forge a New Brand Beyond Spring Break Destination? - S. Florida Business & Wealth
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Can Fort Lauderdale Forge a New Brand Beyond Spring Break Destination? - S. Florida Business & Wealth
The 1960s classic film Where the Boys Are opens with an aerial shot of Fort Lauderdale Beach, depicting the nascent city as a sleepy tropical paradise that comes alive for two weeks of the year as college students descend on the city for spring break. Despite many industries and professions thriving, Fort Lauderdale has long been, for the most part, inexorably tied to the image of spring break, of sun and fun—in other words, tourism and hospital…
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