A while back Ybor City was featured in a three-page spread in Southern Living magazine. It was the kind of marketing bonanza chamber of commerce sorts salivate over. In fact, the president and CEO of the Ybor City Chamber of Commerce, Tom Keating, says he’s been told that such exposure could be worth as much as “several hundred thousand dollars.”
As good fortune would have it, Keating has reason to ponder another marketing coup. Earlier this month HGTV came into Ybor to film a segment for its “Battle on the Block” series. The formula has three neighborhood couples competing for prize money and bragging rights to see who had the best touch in redesigning their master bedrooms.
While Tony LaColla and Jose Garboza were the official winners, the big winner was Ybor. The streetcar and streetscape shots made the historic district look uber hip. The show’s hostess referenced Ybor as a “trendy hotspot for young, chic couples.”
What’s that worth?
“Well, this is national TV,” estimates Keating, “so I’d say this was certainly worth at least as much as Southern Living. And, no, this wouldn’t have been in anybody’s budget.”
Keating also saluted the recruiting hustle of LaColla, half of the winning couple. LaColla, 34, is the current president of the Historic Ybor Neighborhood Civic Association. “Tony’s always identifying opportunities and then taking advantage of them,” says Keating. “We love getting coverage of Ybor. It helps Tampa Bay.”
And there’s more.
In July look for the Travel Channel to be visiting Ybor.
The segment will feature comedian and Tampa native “Bert the Conqueror” — aka Bert Kreischer. Look for the Ybor City State Museum on 9th Avenue to be highlighted as Bert tries his hand — and all thumbs — at cigar rolling. Wally Reyes, Tampa’s Grand Master cigar-rolling icon, is the instructor in this “personality-driven” Travel Channel show.