Who is the HCHMA?

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:

  • Lodging Members
  • Allied Members (businesses providing products and services to the hotel community)
  • Tourism Organizations
  • Tourist Attractions

Association Events

  • TEE OFF for Tourism co-sponsored with Visit Tampa Bay
  • Marketing & Revenue Trends and Forecasting Forum
  • Allied Mini-Tradeshow
  • Lodging Operations Symposium
  • Annual Tampa Bay HCHMA Hotel Wage & Benefit Survey
  • Downtown / Historic Ybor City Tourism Marketing District
  • Tourism Legislative Education Day in collaboration with Florida Restaurant and Lodging Association
  • Extravaganza - Hospitality Scholarship Travel Auction/li>
  • Support of Children's Cancer Center as HCHMA Charitable Partner.
  • 5 General Membership Luncheons

Mission Statement

  • To cultivate friendly relationships and promote mutual understanding among the members.
  • To maintain high ethical standards of business and professional conduct in the industry.
  • To encourage the development of ideas and projects which will benefit the community in general and the hotel and motel business in particular.
  • To work in concert with, and support of, the objectives of the Florida Restaurant and Lodging Association.

Our Team

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.

Bob Morrison - Executive Director

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:

  • The launch of the Florida Lottery.
  • The historic annexation of the University of South Florida and 45 square miles of undeveloped land now described as “New Tampa” into the City of Tampa.
  • Co – chairing a race relations commission called the Tampa Coalition that was responsible for a first - ever joint meeting of the Tampa City Council and the Hillsborough County Commission to rename Buffalo Avenue to Rev. Dr. Martin Luther King, Jr. Blvd.
  • The development of the Ybor City Historic Entertainment District Master Plan.
  • Co - founding the now forty (40) year old Tampa Organization of Black Affairs.

HCHMA - Our Journey

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:

  • Development of the HCHMA’s Trends and Forecasting Forum – a planning tool that facilitates member revenue management and sales/marketing budget development.
  • The HCHMA Annual Tampa Bay Hotel Wage and Benefit Survey – a third party administered analysis of a range of hourly and salary positions that is designed to provide a third party validated overview of market wage and benefit conditions specific to the hotel industry.
  • The creation – in partnership with the Pinellas Chapter of the Florida Restaurant and Lodging Association – of the Tampa Bay Hospitality Alliance, a 501( c ) (3) organization which sponsors an annual scholarship travel auction called ExTravelganza, which has raised over $1M in scholarship support for community college and 4-year university students in hospitality management and culinary arts programs.
  • In coordination with the City of Tampa and Hillsborough County, development of a post – natural disaster housing template, including an agreement with local utility Tampa Electric that not only elevated the reconnection priority of hotel properties but also refueling of hotel – owned electric generators to provide housing options for first responders, visitors and insurance adjusters for post-disaster housing.
  • Establishment of the HCHMA Downtown / Historic Ybor City Tourism Marketing District, the first of its kind in Florida. The District is authorized by the City of Tampa to create an HCHMA managed marketing initiative to develop supplemental room nights for the participating district hotels with a baseline ROI expectation, in partnership with the Hillsborough County Tax Collector.
  • Industry – related government advocacy to craft legislation and/or regulations that are responsive to local issues and conditions, as reflected by Private Property Handbill Distribution Legislation in connection with the State of Florida Legislature, the City of Tampa City Council, the Hillsborough County Commission, the Hillsborough County State Attorney’s Office, the City of Tampa’s City Attorney’s Office and the Tampa Police Department.

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.