Florida Is a State, Not a Place

Steve Schale: “Most states are places. Think about Texas, or even a state like Iowa, there is a sense of place to it, a commonality of experience – or as marketers might say, almost a brand. Most states have it. Florida really doesn’t.”

“Florida isn’t a place in the same sense. It is a political circle, drawing 20 million people from vast, and I mean vast experiences and cultures into one spot. And almost everyone here has come from somewhere else.”

“Florida is the new Ellis Island, except our ships come as cars and planes, from inside the borders of the country, and outside. Over the next 15 years, we might add as many as 5 million more residents, grow to as much as 30% Hispanic, with a total population of well more than 50% coming from what are typically considered ethnic minorities.”