One Break for Travelers: Cities Not Looking to Raise Visitor Taxes

MCLEAN, VA – For business travelers who’ll be back on the road this new year, there’s some good news: Cities don’t appear eager to increase taxes for renting a room or eating a meal.

“We’re not aware of any move to raise taxes on the travel industry,” says Lars Etzkorn, program director for the National League of Cities. “By and large, local governments are still belt-tightening. Any increase in taxes affects the marketability of that community, and so it’s never done without careful consideration.”

But with many cities still struggling amid a slow economic recovery, some may ultimately decide to raise taxes on business travelers and tourists rather than boost the property taxes of local residents to help bolster their budgets, some travel experts say.

“We have localities hurting for revenue sources,” says Joe Bates, senior director of research for the GBTA Foundation, the education foundation for the Global Business Travel Association. “So they may see this as one more way to tap into the wallets of travelers.”

A handful of cities have raised travel-related taxes to deal with deep budget gaps the last year or two. Baltimore, for instance, raised its hotel occupancy tax from 7.5% to 9.5% in July 2010 to help counter a $121 million budget shortfall, the biggest the city has dealt with in decades. That same year, Boston imposed a meals tax of 0.75% for the first time, and increased its hotel tax from 4% to 6% to deal with budget woes, according to mayoral spokesman Christopher Loh.

Baltimore officials considered how visitors might respond. “There is always that concern,” says Ryan O’Doherty, spokesman for Mayor Stephanie Rawlings-Blake. “But our tourism and hospitality industries remain strong, despite the tough economic environment. In this case, the tax was part of a broader revenue package put in place to avoid any increase in local property taxes, which is a far greater concern.”

Some other cities have looked to travel taxes to support specific projects. In San Diego, for instance, a proposed room tax increase that would range from 1% to 3% depending on the location of the hotel, is being considered to help finance a $550 million expansion of the city’s convention center.

“There are conventions that will leave, that typically come here every year, if we cannot expand the center,” says Darren Pudgil, spokesman for Mayor Jerry Sanders. Pudgil says the increase would bring in an estimated $12 million in revenue annually, and the convention center’s expansion is projected to have a $700 million economic impact on the region.

“We wouldn’t be proposing it if it weren’t for the expansion,” he says.

Taxes can affect travel plans

Still, raising taxes on hotel rooms, restaurants or car rentals can ultimately backfire if it leads corporate meeting and travel planners to steer their dollars to cheaper destinations, says Bates of the GBTA Foundation.

“Business travelers and their companies are always negatively impacted by local travel taxes, which in turn hurts the local economy,” he says.

A foundation analysis released in July found that in the nation’s 50 most popular destinations, car rental, hotel and meal taxes add to a visitor’s tab beyond what they pay in general sales taxes. And the tax burden was much heavier in some cities than others.

Someone visiting Seattle, for instance, pays 60% more in taxes for a one-night stay than a tourist in Portland, Ore., Bates says. While a one-night business trip to Boston can cost 46% more in taxes than taking a short jaunt to Hartford, Conn.

“A high travel tax rate can deter travel to a destination and actually hurt the local businesses that rely on travelers, such as hotels and rental car companies, an unintended negative consequence of trying to fill a budget shortfall,” Bates says.

Meeting and travel coordinators can wrangle better hotel rates, he says, but “the one thing you cannot negotiate are the taxes.”

Kevin Mitchell of the Business Travel Coalition says corporate travel managers usually know the cities with the highest taxes.

“However,” he says, “if a given city is where current or prospective clients are located, you have to travel there regardless of taxes. Taxes are a cost of doing business and would not likely deter a sales executive from taking a trip or (taking) the opportunity to take an important client out to dinner.”

But, he says, if taxes are especially high, a traveler may go to New York City for meetings, for instance, but stay in nearby Connecticut or New Jersey. Companies also may cut down on the number of trips to more expensive locales.

And when organizing meetings for staff or board members, Mitchell says, “taxes do receive careful consideration … and can make a difference if a meeting goes to South Florida, Bermuda or Scotland.”

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The Top 15 U.S. Destinations on the Rise for 2012

NEWTON, MA – TripAdvisor, Inc. announced the top 15 U.S. destinations on the rise for 2012, according to TripAdvisor travelers and editors.

The diverse list, which offers something for all travel tastes and budgets, is comprised of destinations which have seen a remarkable increase in traveler reviews on TripAdvisor.com over the last year. From the sweet sounds of Nashville, Tennessee — which tops the hit parade of hotspots — to the sandy shores of Santa Cruz, California, each of the settings offers something unique.

TripAdvisor’s Top Vacation Hotspots on the Rise for 2012:

1. Nashville, Tennessee
Country music is the lifeblood of Nashville. Long before the music gained fame though, Tennessee was already putting together a long and storied history, some of which can be explored at the state Capitol building and the state museum.

2. Austin, Texas
Despite its growth, Austin has managed to maintain its mellow, small-town appeal. History buffs can head to the Lyndon Johnson Presidential Library and Museum, while travelers can also enjoy recreational activities — from golf, to walking trails in beautiful parks.

3. Fort Myers, Florida
Most visitors go to Fort Myers for the deep-sea fishing, the golf courses and the famous white sand beaches that line the Gulf Coast. Attractions include the winter estates of Henry Ford and Thomas Edison, as well as nearby Naples and the islands of Sanibel and Captiva.

4. Pigeon Forge, Tennessee
Set against the misty blue backdrop of the Great Smoky Mountains National Park, Pigeon Forge is a gateway to 500 thousand acres of Appalachian wilderness. If hiking over 800 miles of mountain trails and camping in dense ancient forests is a step too far, travelers can head to Dollywood for rollercoasters and waterslides.

5. Pensacola, Florida
For travelers seeking some great Florida beaches without a mega-resort or theme park atmosphere, Pensacola might just be the place for a perfect weekend. Home to Gulf Islands National Seashore, the city offers some of the best fishing and boating in the area.

6. Louisville, Kentucky
In addition to equestrian endeavors and bluegrass roots, Louisville boasts a range of exciting attractions the whole family can enjoy. Baseball fans will love the Louisville Slugger Museum, a celebration of the sport’s legends.

7. Branson, Missouri
While entertainment is nonstop on The Strip — a seven-mile stretch of live music, restaurants, theme parks and more — this hospitable town is also a paradise for outdoor recreation. The rolling hills offer 200 miles of trails, while three scenic lakes are havens for fishing and water sports.

8. Scottsdale, Arizona
With more than 200 golf courses in the area, ample spas and wellness resorts, and cultural attractions such as master architect Frank Lloyd Wright’s winter studio, the city is the perfect weekend antidote for life’s stresses.

9. Saint Augustine, Florida
Savor a restorative drink in St. Augustine’s Fountain of Youth National Archaeological Park, site of the conquistadors arrival in what is now the United States. Travelers can also take a break from history at a local beach, or indulge in some retail therapy among the many arts and crafts stores.

10. Charleston, South Carolina
Southern charm, hospitality and history imbue Charleston, one of the most well-preserved cities in the United States. History buffs will relish the old plantations and numerous historical museums dedicated to the Civil War and the Old South.

11. Albuquerque, New Mexico
In the historic section of Old Town, ancient Indian and Spanish cultures come to life through old churches, quaint shops and piazzas. Outdoor types will find ample opportunities for hiking, biking and golf in the area.

12. Wildwood, New Jersey
Wildwood and its beach and boardwalk are where city denizens from Philadelphia and New York have escaped to for decades. Travelers can soak up the ‘50s-style theme motels, the fried food palaces and the Doo Wop tours that recall the many rock ’n’ roll stars who performed here.

13. Asheville, North Carolina
The area’s spectacular beauty led millionaire George W. Vanderbilt to locate Biltmore, his castle-like mansion, in Asheville. While the city has historically been a resort for the wealthy, it is also a magnet for outdoor enthusiasts, who have their pick of activities including hiking, whitewater rafting, and more.

14. Park City, Utah
Park City’s rugged beauty is complemented by over 100 restaurants and bars, open air concerts, numerous spas and health clubs, plays, independent film screenings, a series of world-class events and festivals, and as many kinds of lodging as there are people.

15. Santa Cruz, California
Santa Cruz is one of America’s surfing capitals, complete with its own museum devoted to the sport, and a beach whose waves are known all over the world. For outdoor recreation, the Monterey Bay Marine Sanctuary and Natural Bridges State Park are the places to be.

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New Attractions Highlight 2012 Offerings at Southern California’s Top Theme Parks

LOS ANGELES & SAN DIEGO, CA – In a grand welcome to the New Year, Southern California’s top theme parks are busy putting the finishing touches on new rides, shows and mega-attractions that promise to make spring and summer 2012 more exciting than ever.

And making any Golden State getaway more enjoyable — not to mention affordable — is the Southern California CityPASS, which shaves 26 percent off the cost of visiting Disneyland and Disney California Adventure Park (each Southern California CityPASS includes a 3-Day Disneyland Resort Park Hopper ticket), as well as one-day admissions to Universal Studios Hollywood and SeaWorld San Diego.

A 2012 adult Southern California CityPASS sells for $279 (a value of $376.90), shaving 26 percent off combined admission to the participating attractions. 2012 children’s passes (ages 3-9) retail for $239 (a value of $344.90)*.

The Disneyland Resort

In one of the biggest theme park expansion projects ever undertaken, the Disneyland Resort is pumping $1.4 billion into the transformation and expansion of Disney California Adventure Park. The project, slated for completion in summer 2012, will add an entirely new land — Cars Land. This 12-acre section of the park, based on the movie Cars, features three new attractions: Luigi’s Flying Tires, a spinning, bumper car-style ride; Mater’s Junkyard Jamboree; and the thrilling Radiator Springs Racers, a ride that includes lots of fun encounters with many of the Cars‘ characters and ends with an electrifying race to the finish line.

These new additions will join several new attractions that came online last summer. On June 3, 2011, Disney unveiled both The Little Mermaid — Ariel’s Undersea Adventure (a fresh addition to the Disney California Adventure Park) and the newly revamped, 3-D-enhanced Star Tours — The Adventures Continue ride in Disneyland. Once aboard Star Tours, guests climb into a Starspeeder 3000 piloted by C-3PO. The gold-plated droid whisks his passengers away on an adventure whose time line takes place between the first and second Star Wars trilogies.

With so much to do and see in both parks, the 3-Day Park Hopper Ticket is a must-have vacation accessory, allowing visitors to hop back and forth between Disneyland Park and Disney California Adventure Park on all three days.

Universal Studios Hollywood

In the Transformers movies, the Earth’s population finds itself caught in the middle of an intergalactic power struggle between two groups of alien robots — the heroic Autobots and the evil Decepticons, both of which have the power to physically convert from such common mechanical devices as cars, trucks and planes into robotic warriors.

Come spring 2012, Universal Studios Hollywood will unveil a thrilling conversion of its own: the transformation of this riveting film franchise into a white-knuckle motion-thrill ride that will drop fans smack-dab into the middle of the action.

Transformers: The Ride — 3D will feature seamless integration of CGI and robotics, as well as one of the most elaborate roaming flight simulator ride systems ever designed. The ambitious mega-attraction tells an original story, developed in collaboration with Michael Bay, the director of all three Transformers movies. The ride’s pioneering, photo-realistic, 3-D effects are being created by Industrial Light & Magic, the Oscar-winning special-effects force behind such acclaimed films as Avatar, Iron Man and Star Wars.

That’s an impressive pedigree, but Universal hasn’t stopped there. Borrowing a page from Harry Potter and the Forbidden Journey, the signature attraction at Universal Orlando Resort’s Wizarding World of Harry Potter, the ride’s designers have stretched the guest experience far beyond the actual ride by incorporating 20-30 minutes of dynamic storytelling into the queuing line.

SeaWorld San Diego

At SeaWorld San Diego, CityPASS users present their passes at the turnstile, bypassing the main-entrance ticket line. This faster entry leaves Southern California CityPASS travelers with more time to enjoy SeaWorld’s shows, including One Ocean, which debuted Memorial Day weekend 2011. This new killer whale show features remarkable whale behaviors, including high-energy leaps and multiple whales performing simultaneously. Giant fountains, lights and a rousing music score add to the program’s flair.

And coming spring 2012 is Manta, a new launch coaster that seamlessly transitions riders from the awe of watching manta rays in underwater flight into the sensation of actually being one. Shaped like a giant manta ray, this exhilarating coaster includes such elements as a 100,000-gallon aquarium and an outdoor ray pool.

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Divers Can Explore Marathon Artificial Reef Made from Over-Sea Railroad Bridge Section

MARATHON, FL – Advanced divers seeking to celebrate the 100th anniversary of the Florida Keys Over-Sea Railroad’s completion can do so by exploring an artificial reef derived from part of the original railroad bridge sunk off Marathon.

Henry Flagler’s Over-Sea Railroad, lauded on its completion as the most unique railway in the world, connected the Florida Keys with mainland Florida and each other for the first time in 1912. Portions of its structure, which subsequently served as a foundation for a portion of the original Florida Keys Overseas Highway, lie submerged in 115 feet of water approximately 3.7 miles off Sombrero Lighthouse.

A favorite among experienced divers as one of Marathon’s challenging drift dives, the Marathon Reef site was created in July 1982, shortly after a then-new Seven Mile Bridge opened to carry traffic. At that time, 4,500 tons of concrete and steel debris taken from the center swing span of the Old Seven Mile Bridge, also called the Moser Channel Bridge, were sunk.

The center swing span pivoted and swung away so tall vessels could transit between the Gulf of Mexico and the Atlantic Ocean. The original Seven Mile Bridge, like the new bridge, linked Marathon with the Lower Florida Keys.

Today the massive remnants provide refuge to abundant populations of large pelagic and reef fish, eye-popping corals, colorful gorgonians, plant and invertebrate marine life among the superstructure’s lateral bracing, fenders, gears, and circular bearings that supported the bridge operator’s shed.

Divers can explore the concrete and steel rubble spread over a 1.6-acre area, rising off a flat sandy bottom as much as 30 feet in some areas.

The Marathon Reef site is one of 13 artificial reef sites between Key Largo and Key West overseen by the Florida Fish and Wildlife Conservation Commission’s Division of Marine Fisheries Management.

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U.S. Commercial Airlines Have Safest Decade Ever

NEW YORK, NY – Boarding an airplane has never been safer.

The past decade has been the best in the country’s aviation history with 153 fatalities. That’s two deaths for every 100 million passengers on commercial flights, according to an Associated Press analysis of government accident data.

The improvement is remarkable. Just a decade earlier, at the time the safest, passengers were 10 times as likely to die when flying on a U.S. plane. The risk of death was even greater during the start of the jet age, with 1,696 people dying – 133 out of every 100 million passengers – from 1962 to 1971. The figures exclude acts of terrorism.

Sitting in a pressurized, aluminum tube 7 miles above the ground may never seem like the most natural thing. But consider this: You are more likely to die driving to the airport than flying across the country. There are more than 30,000 motor-vehicle deaths each year, a mortality rate eight times greater than in planes.

“I wouldn’t say air crashes of passenger airliners are a thing of the past. They’re simply a whole lot more rare than they used to be,” says Todd Curtis, a former safety engineer with Boeing and director of the Airsafe.com Foundation.

There are still some corners of the world where flying is risky. Russia, the Democratic Republic of the Congo and Somalia have particularly high rates of deadly crashes. Africa only accounts for 3 percent of world air traffic but had 14 percent of fatal crashes.

All fatal crashes in the United States in the past decade occurred on regional airlines, which are separate companies flying smaller planes under brands such as United Express, American Eagle and Delta Connection. The most recent deadly crash involving a larger airline was American Airlines Flight 587 in November 2001. It crashed moments after taking off from New York, killing 265.

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New Rule Requires All Taxes and Fees be Included in Airline Ticket Prices

PITTSBURGH, PA – Airline passengers frustrated by inconsistencies in how carriers advertise their fares will be getting some relief next month when a new federal rule kicks in requiring that all government taxes and fees be included in the stated price.

That means customers searching online for the best fare will no longer have to click through to find footnotes or fine print that boosts the final price. Airlines will still be allowed to list optional charges separately, such as baggage, seat assignment and reservation change fees.

The new rule, part of the second phase of a package of federal airline passenger protections enacted this year, is set to take effect Jan. 24.

The new regulations “will help ensure that air travelers receive the respect they deserve before, during and after their flight,” U.S. Transportation Secretary Ray LaHood said in announcing the changes earlier this year.

Additional measures slated to take effect next month include:

• A requirement that airlines disclose baggage fees at the time of booking. Airlines already must post baggage fees on their websites. But passengers now will automatically see the fees when they buy a ticket online.

• A requirement that travelers who make a reservation at least a week in advance be allowed to hold the reservation without payment, or to cancel it without penalty, for 24 hours. The rule “allows passengers shopping for a ticket to keep shopping for a while to see if [they] find something better. That’s the logic behind it,” said Department of Transportation spokesman Bill Mosley. Many airlines already allow a 24-hour hold.

• A ban on increasing the price of a ticket after it was purchased. “It’s not extremely common, but it does happen from time to time,” Mr. Mosley said. “Now airlines won’t be able to do that.”

• A requirement that passengers receive prompt notification about cancellations, diversions or delays of over 30 minutes.Notification must be provided within 30 minutes of the carrier becoming aware of the change.

Airlines are asking for a one-year delay for implementing two other rules, citing technical problems. Those measures are requirements that the same baggage allowances and fees apply throughout a passenger’s trip, and that baggage fees be disclosed on e-ticket confirmations.

The DOT has not responded to the request, but will do so before Jan. 24, Mr. Mosley said.

Next month’s changes come on the heels of a number of other passenger protections that took effect in August.

One is a requirement that airlines refund baggage fees if bags are lost. That’s on top of a long-standing requirement that carriers compensate passengers for reasonable expenses from lost, damaged or delayed luggage.

Other rules implemented in August require airlines to prominently disclose all optional fees on their websites, and to double the cash compensation for people involuntarily bumped from an oversold flight. Passengers are now entitled to four times the one-way ticket price, up to $1,300, for long delays in getting to their original destination. For short delays, customers get double the one-way ticket price, up to $650.

In addition, the department extended the three-hour limit on tarmac delays to include small airports, and adopted a four-hour limit for international flights.

Exceptions are allowed for safety, security or air traffic control-related reasons.

Carriers also must ensure that passengers stuck on a plane are provided with food and water after two hours, as well as working lavatories and necessary medical treatment.

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Corporate Travelers Will Spend Differently in 2012

UNITED KINGDOM – 2012 will call for a radical rethink of how companies manage travel, according to Hogg Robinson Group. As business around the world gets to grips with forecasting for the New Year in the midst of economic uncertainty, it is clear that all companies must embrace change to maximise their travel resources.

Stewart Harvey, Group Commercial Director at HRG, says: “The economic outlook is driving companies to seek new business and this means prioritising markets with the healthiest prospects for growth. As a result organisations will not necessarily spend more or less on travel in 2012, but they will spend differently.

“Clients will be looking for greater control over travel options in traditional markets through smarter travel and travel alternatives for internal meetings, such as video conferencing. Money saved can then be reallocated to allow greater focus on growing and emerging markets where the opportunity for new business is strongest such as China, India and Brazil.

As corporations look to control costs, HRG predicts most travel managers will be under pressure to look more closely at travel and expense authorisation before trips are made.

Stewart Harvey explains: “Businesses are aiming for a firm handle on costs through advanced authorisation, but there’s potential for bottlenecks if systems aren’t in place to facilitate smooth sign-off. Responsibility for authorising travel typically falls to line-managers but, as they too are likely to be travellers, we expect to see increased demand for technologies which extend across desktop and mobile devices. Mobile control is a high priority for our clients, and as such HRG has developed authorisation and reporting tools for smartphones as one way of helping them to be more effective.”

With corporations increasingly focused on accurate forecasts for total trip costs before travel is authorised, HRG expects the travel industry to once again come under pressure to provide greater transparency and standardisation for ancillary fees. Stewart Harvey comments: “When economic conditions are uncertain, the last thing businesses want are surprises, particularly when those surprises cost money. In addition to amplifying the debate around ancillary fees, we’ll also see more corporations using mobile technologies to reinforce travel policy among travellers.”

HRG believes demand for business travel will remain healthy in 2012, but expects suppliers to stay conservative in their outlook, controlling inventory and capacity in an endeavour to minimise exposure to risk. Stewart Harvey says: “There have been tremendous swings in travel demand over the last few years. The current economic situation makes it very difficult for industry suppliers to make firm predictions, so we fully expect them to err on the side of caution.”

Harvey explains: “As demand increases and capacity decreases, there are two primary challenges for clients – availability and access to the best price. Our value is realised when we work with clients to help them understand how and when they are travelling, and to identify opportunities through which they can make savings by changing existing travel habits.”

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Marriott International CEO Bill Marriott to Step Down

BETHESDA, MD – This morning, Marriott International CEO and hotel industry icon Bill Marriott told employees packed into Marriott’s headquarters lobby that he’s ready to give up the title he’s held for 40 of his 60 years with the company.

During the last six decades, Marriott helped his father transform what had started as a root beer stand in 1927 into a global hotel giant. The company grew by giving travelers a predictable experience no matter where they go in chains such as Marriott Hotels and Resorts, Courtyard by Marriott and Residence Inn.

On March 31, 2012, Marriott will officially hand over the CEO title to Arne Sorenson, the hospitality giant’s current chief operator officer who started with the company 20 years ago and has been groomed as Marriott’s successor.

On that day – which will be six days after Marriott’s 80th birthday, Sorenson will become only the third CEO in the 85-year-old company’s history.

Given Marriott’s coming birthday, the announcement wasn’t exactly shocking news. The company’s board of directors has been discussing a succession plan for a full five years, he said. But in the last couple of months, Marriott said he got the feeling that the time was right to make it official.

“We have a lot of cash, a very strong balance sheet and having come from a 2012 budget meeting, I can tell you that 2012 will be the most profitable year ever,” Marriott told employees and local television cameras.

Marriott: A global player

The publicly held company estimates that by March 2012, it will operate about 660,000 hotel rooms in 3,800 hotels in 74 countries.

“It’s a brand new world for Marriott,” he said noting the company’s growth overseas, adding, “Now, it’s Arne’s time.”

Behind the scenes, Marriott told me during an interview after his announcement, “the logistics of the situation” were just right this week because all of Marriott’s top executives had flown to town this week for meetings and tonight’s Christmas party at his house for 250 people.

“I had the ability to connect with people who really built this company and let them know this is a smooth transition,” he told me.

What retirement?

Marriott isn’t exactly going to disappear from the headquarters building.

He still plans to visit Marriott hotels (he just visited his 250th for 2011), sit in on executive-level meetings as board chairman and keep up his “Marriott on the Move” blog.

When he said, “I want employees to know that I’m still going to be here,” the room burst into applause.

Advice for new CEO: ‘More’

Asked if he had words of advice for Sorenson, who first met Marriott when he was helping the company defend itself against a lawsuit, Marriott replied:

“Just keep doing what you’re doing. The word ‘more’ comes to mind. I expect him to build more hotels, provide more opportunities for employees and provide more returns for shareholders since I’m a shareholder.”

Sorenson: I won’t try to fill Marriott’s shoes

Asked whether he will try to fill Marriott’s shoes, Sorenson said no.

“In many respects, he’s a founder of this company. His name is over the door. He will have been here for 60 years, 40 of them as CEO,” Sorenson told me in the company’s simply decorated lobby waiting room. “All three of those are roles I couldn’t pretend to come close to. I’ll have to do the best I can.”

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Coca-Cola Moves Its Secret Formula to the World of Coca-Cola

ATLANTA, GA – It hasn’t been moved in 86 years, but today the secret is out – The Coca-Cola Company has moved the 125-year-old secret formula for Coca-Cola to a new home at the World of Coca-Cola in Atlanta. As the capstone to the 125th anniversary year of Coca-Cola, the Company is sharing the rich history and timeless appeal of its secret formula in a brand new exhibit where visitors can experience the world’s most recognized brand like never before.

For the first time in history, the vault containing the secret formula will be visible to the public in a permanent exhibit titled The Vault of the Secret Formula that opened on December 8.

“This is a special day in Coca-Cola history, and the perfect culmination to our 125th anniversary celebrations this year,” said Muhtar Kent, Chairman and Chief Executive Officer, The Coca-Cola Company. “By sharing this secret formula experience with our consumers, we celebrate both the rich history of the brand’s beginnings and the moments of refreshment and happiness to come for future generations. This is yet another way we are recognizing and thanking everyone around the world who has made the Coca-Cola brand what it is today.”

The Company transferred the secret formula to the World of Coca-Cola from a vault at SunTrust Bank in downtown Atlanta where it had been housed since 1925.

“The move of the Coca-Cola secret formula is a historic moment for the Company,” said Phil Mooney, Director of Archives, The Coca-Cola Company. “The Company has always gone to great lengths to protect it and now by safeguarding it at the World of Coca-Cola, we can share its legendary legacy with people around the world.”

After Dr. John S. Pemberton invented Coca-Cola in 1886, the formula was kept a close secret, only shared with a small group and not written down. In 1891, Asa Candler became the sole proprietor of Coca-Cola after purchasing the rights to the business. Then, in 1919, Ernest Woodruff and a group of investors purchased the Company from Candler and his family. To finance the purchase Woodruff arranged a loan and as collateral he provided documentation of the formula by asking Candler’s son to commit the formula to paper. This was placed in a vault in the Guaranty Bank in New York until the loan was repaid in 1925. At that point, Woodruff reclaimed the secret formula and returned it to Atlanta and placed it in the Trust Company Bank, now SunTrust, where it remained until its recent move to the World of Coca-Cola.

Guests to the World of Coca-Cola can feel closer than ever before to the secret formula. At The Vault of the Secret Formula exhibit, visitors will learn about the most closely guarded trade secret in history through an immersive multimedia experience that celebrates the rich history, mythology and intrigue around the secret formula.

While The Coca-Cola Company started with this secret formula 125 years ago, the secret to its success has grown far beyond the formula today.

“Any stakeholder who is part of our global system, from a local community partner in countries around the world to someone who simply loves our brands, is part of our secret to success,” said Kent. “It is this recipe for success that gives us the confidence to fulfill our 2020 Vision: to sustainably grow our business and continue to help build a better world and future for everyone, everywhere.”

As part of the 2020 Vision, the Company plans to double its system revenue from 2010 to 2020. The Company also has set sustainability goals as part of its commitment to being a good steward of the environment and a partner with communities around the world.

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Hogwarts is Coming to Hollywood; Expanding in Orlando

HOLLYWOOD, CA – Warner Bros. Entertainment and Universal Parks and Resorts have announced a partnership to bring The Wizarding World of Harry Potter – the enormously popular themed entertainment environment which debuted in Orlando in June 2010 – to Universal Studios Hollywood.

The two companies also announced their plans to significantly expand The Wizarding World of Harry Potter at Universal Orlando Resort.

The Wizarding World of Harry Potter at Universal Studios Hollywood will be as impressive as what has been created in Orlando – and is expected to transform tourism in Los Angeles for decades to come. It will be a fully immersive environment for the entire family that brings the stories of Harry Potter to life and is faithful to the visual landscape of the films, including a majestic Hogwarts castle to serve as the centerpiece of the themed environment.  The Wizarding World of Harry Potter at Universal Studios Hollywood will be created with the same commitment to authenticity and the same level of talent and resources as its Orlando counterpart.

“I am delighted that The Wizarding World of Harry Potter has been so popular with fans since the opening in Orlando last year and I am sure that the teams at Universal and Warner Bros. will bring their expertise and attention to detail to Hollywood to make this new experience equally as exciting,” said J.K. Rowling.

The Wizarding World of Harry Potter at Universal Orlando Resort opened in June 2010 and immediately captured global attention.  It is a spectacularly themed land that includes Hogwarts castle, Hogsmeade and multiple themed attractions.  Specific details of its expansion will be announced over time.

“The announcement of our partnership with Universal to bring The Wizarding World of Harry Potter to Hollywood and expand what already exists in Orlando is probably the best holiday gift we could give to the legions of Harry Potter fans worldwide,” said Barry Meyer, Chairman & CEO, Warner Bros.  “Everyone involved with these projects is committed to continuing the enchantment of J.K. Rowling’s masterful books as they were brought to life on screen in our eight films and dedicated to extending the magic of the experience for generations of fans to come.”

“This is an incredible moment for Universal Studios and the millions of guests who visit our theme parks,” said Ron Meyer, President & COO, Universal Studios.  “The Harry Potter stories are some of the most powerful of our time and we are honored to expand our Orlando experience and bring The Wizarding World of Harry Potter to Hollywood, forever changing family tourism in Los Angeles.”

The Wizarding World of Harry Potter is an entirely new level of themed entertainment that brings the stories of Harry Potter to life in incredible ways,” said Tom Williams, Chairman and CEO, Universal Parks and Resorts.  “We are thrilled to be able to share this experience with our guests in Hollywood.  And we are thrilled to take what has been created in Orlando to even greater levels.”

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