The woman who sold Winter Park

Tourism can be defined as the business of showing people something new. But for Winter Park resident Wanda Salerno, it’s something more than that. It’s the business of showing people something she loves.

The Winter Park Chamber of Commerce recognized Salerno for more than 30 years of promoting tourism in Winter Park by awarding her with the Park Avenue Merchant Association Lifetime Achievement Award at last week’s City Commission meeting.

Salerno’s ability to build relationships and her dedication to keeping hotels up to date on events helped propel local businesses and tourism in the area, said Chamber Vice President Debra Hendrickson, who presented Salerno with her award.

The achievement came as a surprise to the Salerno, who always saw her work as simply getting the word out about the city she loved.

“I can’t help it,” Salerno said. “I just want all of the tourists that come here to know about Winter Park, because there’s no place like us. I don’t work, it’s just fun, and I’m not going to quit until they fire me.”

Salerno and her husband Frank first came to Winter Park in 1974, and started promoting the city as business owners in 1981 when they bought the historic Winter Park Scenic Boat Tour. They ran the business for 15 years through heavy promotion in hotels along International Drive.

Salerno surrounded herself in the tourism industry, creating relationships with concierges and joining organizations such as the Orlando Convention & Visitors Bureau and the Central Florida Concierges Association.

Instead of picking up the phone, Wanda always came to the concierges in person, leaving a personal touch that’s left an impression to this day – as she remains a familiar face to almost everyone in the local industry.

Salerno realized that her networking could benefit every merchant along Park Avenue, which motivated her to continue promoting not only her own business, but also the city as a whole.

“Wanda Salerno was not selfish,” said Hendrickson, who owned her own women’s clothing store along the Avenue from 1986 to 1998. “She knew that all the merchants of Park Avenue would benefit from her efforts, and that the business community would flourish.”

Salerno keeps an eye on the local tourism industry, giving it a jumpstart whenever business is slow by planning “FAM” Familiarization Tours. The Winter Park expert brings concierges, travel writers and other people in the tourism business right into the heart of Winter Park, giving them a chance to take in everything the Avenue has to offer.

The tours usually included lunch and dinner, along with a visit to one of Winter Park’s museums and a ride on the scenic boat tour.

She’s set up at least one of these tours every year since 1981.

“You have to put yourself out there,” Salerno said.

Mayor Ken Bradley recognized Salerno at last week’s Commission meeting for her years of promoting Winter Park, as well as her current work dropping off brochures to hotels across Orlando from Altamonte Springs to U.S. Highway 192.

“No finer ambassador can be found for our city in so many ways,” Bradley said.

Salerno said she appreciates all the affirmation for her hard work that comes with the award, but finds enough fulfillment in promoting tourism in Winter Park whenever she can.

Salerno said the city and the Avenue haven’t changed much since she first fell in love with it almost 40 years ago. The brick streets and small town feel always reminded her old hometown in New England.

Salerno said it’s all part of the city’s charm that just can’t keep to herself.

“When you really appreciate something, like I do with this city, the people in it and the Chamber, you don’t really need recognition,” Salerno said.

“I was doing what I loved. I love this city and wanted everybody else to see it.”

Salerno continues to promote Winter Park through her brochure runs and keeping concierges in the know on the latest happenings in Winter Park. She plans to do another FAM tour by the end of this year.