The Hillsborough County Hotel & Motel Association (HCHMA) is a membership-based organization that represents leading hotels, motels and resorts in the Tampa Bay area. These properties generate more than 92 percent of the total hotel revenue in Hillsborough County.
First organized in 1937, the HCHMA is comprised of:
The strength of any corporate body is how the make - up of its policy governing board confirms the validity of its corporate voice. The HCHMA is no different. As a result, it has been important that the HCHMA Board of Directors be structured to include three categories of industry leadership.
Hotel General Managers are the first leadership category. These GMs provide two intentional and critical objectives. First - to capture the voices of both full – service and select service hotel products. Second - capturing a diversity of perspectives, based upon area geography. This balance is critical to be able to speak in a singular industry voice.
Industry vendors and suppliers are the second industry leadership category. The HCHMA was a Florida pioneer in 1990 to include the voice of industry service provider members – now called Allied members – as part of its leadership formula.
Industry marketing organizations are the third industry leadership category. The bed tax is a significant source of fuel for two key Tampa Bay area marketing engines, Visit Tampa Bay and the Tampa Bay Sports Commission. The Board concluded that the capacity to maintain open lines of communication with these two partners required HCHMA Board membership.
The result – a formula that facilitates a dynamic team of broad insight and depth that sets the tone for one of the most innovative hotel associations in the country.
A graduate of Loyola University of New Orleans and the University of Florida School of Law, Bob Morrison has had a diverse career in several unique assignments.
His background includes eleven years as Co-Managing Partner of a law firm he founded, seven and one-half (7½) years as Executive Assistant to two Tampa mayors, six (6) years as the initial Chairman of the Florida Lottery Commission, in his twenty - third (23rd ) year as the Founder and President of his own management and real estate development consulting firm and in his thirty - first (31st ) year as the Executive Director of the Hillsborough County Hotel & Motel Association (HCHMA) - whose lodging members collect over 92% of all hotel revenue in Hillsborough County.
In each of those assignments, Mr. Morrison has been asked to assume projects which have had a clear impact on the landscape of the City of Tampa, Hillsborough County and the State of Florida. As examples:
As the first Executive Director of the Hillsborough County Hotel & Motel Association, Mr. Morrison has helped to shape one of the most dynamic hotel association’s in the country. In his over three decades of service, the HCHMA program footprint has engaged a number of fresh horizons – all designed to provide undeniable member value. The program elements include:
Overall, Mr. Morrison’s career vision has reflected a common theme – creating a series of organizational platforms that reflect short and long – term sustainability, accountability and capacity to respond to the moment.