Rio Games TOCA 2016
TOCA Events Triumphs Again at Rio Olympic Games 2016 Just like the arts, sports create a global language, building bridges between people and transforming lives through spirited competition, friendship, and peace. The 2016 Summer Olympic Games began with a highly emotional ceremony, with Rio de Janeiro as the first South American city to host such an event. At 1/10th the cost of London and 1/20th the cost of the Beijing Games, Rio was the perfect backdrop for a thrilling few weeks featuring the best of the best. Right Place, Right Time Once again, TOCA was at the right place at the right time providing VISA, one of the main sponsors and global partner of the Games, with exciting and motivating morning activities for their super VIP clients. Beginning on Aug 4th, our TOCA team provided impeccable attention to every detail, from ambiance to guided tours, catering, and everything in between. Starting Off the Day To start off each day of parties, business sessions, networking, and games, TOCA created customized morning activities for four separate waves of VISA VIPs, with activities offered to each group. With the sand and sea as our canvas, we created an enhanced beach club experience with branded elements including VISA colors to highlight activities including a volleyball clinic, beach tennis, slack line, Cross Fit training, and yoga. And of course, what could be better than being coached by some former Olympic greats like American gold medal diver, Greg Louganis; volleyball greats Jackie Silva and Sandra Pires; and the nine title winner for swimming, Missy Franklin! Keeping Everyone Inspired and Excited Other special events that TOCA provided included a beautiful bike tour of Copacabana and Ipanema, and a hike to Leme Fortress on the coastline of Copacabana. Our resident celebrity photographer, Fabio Pamplona, gave a wonderful workshop on how to use a smartphone camera, touring Sugar Loaf for inspiring photo ops of one of the world’s most iconic locations. We provided a gift kit for our guests, containing fisheye, macro, and wide angle lenses to clip on and screw in to each phone, along with a customized booklet filled with places of interest to shoot, which kept everyone inspired and excited. Creating a Seventh Heaven And as if all of this wasn’t enough, TOCA arranged a special VIP shopping experience complete with champagne and catered edibles. Covering an exclusive area in Ipanema, guests received a specially designed map with select stores featuring some of Brazil’s top clothing, leather, and arts & crafts designers. Moderated by our vivacious celebrity hostess, attendees received the perfect lesson in Ipanema fashion, including news on the latest trends and influences. Needless to say, everyone was in seventh heaven! Modesty Aside All modesty aside, we heard many of our Visa clients who are regulars at Olympic games around the world say that it was their best Olympic experience ever. The entire TOCA Events team is honored to have been selected as part of Visa’s team, and looks forward to participating again in this truly memorable global gathering. www.tocaevents.com
TOCA is back! The Creative Approach of the Event Production Company in Las Vegas
The Creative Approach of the Event Production Company in Las Vegas. Las Vegas is one of the most dynamic cities in the US; an entertainment capital and global incentive meetings hub as well. Viewed from outer space, the Vegas strip is the brightest spot on our planet both for its brightness and diversity of colors. TOCA draws from NASA’s fantastic images to create the theme for an exclusive program for 3,000 guests in the city’s Convention Center. A unique chance to showcase the talents of our event production company in Las Vegas. Brilliant Lights was the concept used to reconcile the location with the client’s message. The program is a fresh interpretation of Las Vegas culture, inspired by the destination and the unrivaled brilliance that emanates from the Vegas Strip out toward the universe. TOCA Events, the event production company in Las Vegas, delivered a unique fusion of highly sophisticated design elements, subtle yet effective corporate messaging, and visually impactful performance elements from the raw and empty canvas of the Las Vegas Convention Hall S3. The transformation of the Hall took four days of continuous work marked by the incredible creativity of the TOCA Events staff. The overall effect was achieved through various initiatives and the creation of multiple continuous spaces infused with the diverse and cosmopolitan sizzle of Las Vegas. TOCA Events created a central core that mirrored the Strip with mapped lighting effects that formed a glistening corridor interconnecting each of the spaces. The spaces—or zones—were delineated by luminous structural elements, modular translucent walls and LED messaging, culminating in an atmosphere that was vibrant, colorful, and inviting. The sort of dream act for any event professional or event production company in Las Vegas. Our DJ held court from atop his tower overlooking the central Strip. Additionally, to highlight the overall concept, we showcased a LED Cyr Wheel performer who dazzled the crowd alongside an Olympian LED hoops artist who performed atop a bridge spanning the Strip. See also: New Event Planners in Las Vegas Their acrobatics resulted in extraordinary visual impact, complemented by a state-of-the-arts laser dance troupe. To complete such an amazing night, our live dance band took the stage as the crowd danced into the night. Following our event, TOCA Events was proud to become an Exhibitor Appointed Contractor of the Las Vegas Convention Center. And being recognized as a premier event production company in Las Vegas. TOCA Events is an approved vendor for MGM Resorts. Our team is proud to call Las Vegas one of TOCA’s primary hubs in North America, and our establishment as an event production company in Las Vegas has led to an increased presence throughout the West Coast market. [:
Copa America brings Fiestón to South Beach
A special edition of Copa America—the premier men’s soccer event in the Americas—is being held for the first time outside of South America. The United States is the host nation for Copa America Centenario, which celebrates the 100th anniversary of the Tournament from June 3rd to the 26th. The 2016 event is significant because it features teams from CONMEBOL (the South American football confederation) and CONCACAF (the Confederation of North and Cen- tral America and the Caribbean). Soccer fans across the US will be able to view all 32 games live on Univision Sports, but if you feel the need to share this unique experience with fellow fans and cheer for your team, Univi- sion, the largest Spanish-language television network, has organized viewing parties across the country as a way of replicating the sensation of being at the stadium. One of such events—a tailgate beach party—was produced by TOCA Events during the week- end of June 3 to 6 at Miami Beach’s Lummus Park on the iconic Ocean Drive. The Fiestón—as Univision calls these viewing parties—came to Miami for the first time, and the sports manage- ment side of TOCA Events was chosen to take care of the challenge and design an unforget- table opportunity for all soccer fans of all ages. There were plenty of family-fun activities for attendees. Besides cheering for their favorite teams, guests enjoyed beach games as well as live musical performances by reggaeton artist Joey Montana, pop artist Karol G, pop Latin sensation Grupo Treo, Afrobeta, and Locos for Jua- na, among others. The first six matches of the tournament were broadcast live on large LED screens placed on the beach. TOCA Events continues its support of Univision Fiestón events in cities across the country such as Dallas, Phoenix, Chicago, New York and Los Angeles. www.tocaevents.com
Sao Paulo: Brazil’s Favorite Destination for Events and Incentive Travel
Fabulous Sao Paulo is Brazil’s largest city and the most populous megapolis in the entire Southern Hemisphere. The world’s ninth largest metropolis is located in Southeastern Brazil—in the State that shares its name—and is the commercial and industrial heart of the South American giant, a country that has made great strides in the last few years to become a world economic power while helping and assisting the perennially underserved populations of its urban centers and rural areas. View of Sao Paulo Sao Paulo is also a world-renowned center for art, culture, entertainment and sophistication, unlike any other Latin American city. Practically an open air museum with neighborhoods and buildings of historical value—it ranks first among the cities that host international events in the Americas and 12th in the world, after Vienna, Paris, Barcelona, Singapore, Berlin, Budapest, Amsterdam, Stockholm, Seoul, Lisbon and Copenhagen. And according to a study by MasterCard in 130 cities around the world, São Paulo was the third most visited destination in Latin America with 2.4 million foreign travelers, who spent US$2.9 billion in 2013 (the highest among the cities in the region). Some of the most relevant annual events include the Sao Paulo Biennale, Brazilian Grand Prix, Sao Paulo Fashion Week and the ATP Brazil Open, as well as the largest gay pride parade in the country, which draws over one million visitors every year. Ibirapuera Auditorium TOCA Events, with offices in Miami and Rio de Janeiro, boasts a comprehensive team of expert curators, tour guides, planners and fixers in bustling Sao Paulo, who bring you up-to-date insight into the latest developments in this unique city. Knowing the city and its inhabitants so well, TOCA Events is poised to be your best all-inclusive provider to organize your next incentive experience in the most cosmopolitan city of one of the most beautiful and emblematic countries on the entire planet. Ibirapuera Park In 2014, CNN ranked nightlife in São Paulo as the fourth best in the world, behind New York, Berlin, and Ibiza. Although we do not know the criteria used by our partners at CNN, we agree that the paulistanos (as the locals are known) are unique, outgoing, sophisticated, and have built a city worthy of our admiration, even in a country with one of the most legendary architectural legacies of the 19th and 20th centuries. Avenida Paulista Starting from the iconic Avenida Paulista, home to the city’s most emblematic monuments, such as the Latin American Memorial, Ibirapuera Park, Museum of Ipiranga, São Paulo Museum of Art, and the Museum of the Portuguese Language, the city radiates towards some of the most relevant business centers that host headquarters of major corporations, banks and financial institutions, organizations whose arms reach the rest of the continent and beyond, including the largest stock market in Latin America. Terracoitalia restaurant One aspect of this fantastic city that seems to escape most history books is the fact that this is one of the most multicultural enclaves in the world, especially in South America. The city holds the largest population of persons of Italian descent in the entire world—more than Rome. Sao Paulo is also home to large Arab and Japanese communities. Mani restaurant Know for a penchant for luxury and excess, Sao Paulo hosts the leading fashion brands and cultural institutions. The Jardins neighborhood is regarded as one of the most sophisticated spaces in town with a broad variety of hotels and restaurants, including the award-winning D.O.M., considered one of the World’s 50 Best Restaurants by San Pellegrino and Restaurant Magazine. Morumbi Since the city hosts 75% of the trade fairs and conventions in the country, the TOCA Events team of destination management professionals are consistently engaged in offering the highest level of creativity, quality and service to its growing global clientele. The city has become one of our favorite destinations for sports marketing, business sessions, incentive travel, and evening events produced with special attention to all the logistical details that lead to unforgettable experiences. www.tocaevents.com
Florida Everglades
The Florida Everglades start at the Kissimmee River, which discharges into the vast but shallow Lake Okeechobee. In the wet season, the water leaving the lake forms a slow-moving river 60 miles wide and over 100 miles long, flowing southward across a limestone shelf to Florida Bay at the southern tip of the peninsula. Along its journey to Florida Bay, the water from the lake brings life to different environments that conform an intricate labyrinth of interdependent ecosystems including cypress swamps, the estuarine mangrove forests of the Ten Thousand Islands, tropical hardwood hammocks, pine Rockland, and the marine environment of Florida Bay. Each is hauntingly beautiful in its own way: landscapes that cannot be replicated anywhere else. This fascinating corner of the planet is life giving and life affirming, a primordial landscape that should be protected. Pahayokee—Seminole for Everglades—was a pristine environment where the swamps and forests were not obstacles but a natural bounty. Calusa, Tequesta, Miccosukee, Seminole, and later Gladesmen occupied and lived off the land. The Calusa maintained a highly organized society and left behind many traces of their civilization, including large-scale architectural shell works, shell tools, carved wood, and long distance canoe trails. After the native population was exterminated by wars or exotic illnesses, Florida’s land boom promised cheap swamp land for agricultural or community development. That decision doomed the Everglades. In her seminal monograph The Everglades: River of Grass, Marjory Stoneman Douglas attempts to redefine the modern perception of the Everglades from a worthless swamp to a life-giving river. The resilient southern end of this unique ecosystem is what we know today as The Everglades Natural Park. Declared a World Heritage Site by UNESCO, the park’s mission is to preserve and protect the unique and abundant flora and fauna within its jurisdiction. Everglades National Park covers between 1 and 1.5 million acres. It is the largest subtropical wilderness in the US. hosting an incredibly rich mixture of plant and animal habitats. It is also a beautiful place to visit, an invitation for our children to discover the incredible power of nature, the beauty of a glorious sunset over Flamingo–the southernmost town on the Florida mainland–or the enchantment of endless rainbows during the rainy season. Photo safaris are equally as attractive since many of the species of plants and animals are endemic to the area and cannot be found anywhere else. Feel free to canoe through he haunting cypress swamps observing the broad variety of birds, medium and large mammals like the elusive Florida panther, and, of course, the ubiquitous American alligator and American crocodile. While most of the park is remote and inaccessible, there are plenty of spots within a few minutes from Miami or Naples, where you can get a feel for the “River of Grass”. The Park has three main entrances: Shark Valley, near Miami; Royal Palm in Homestead, and Everglades City in Florida’s West Coast. Each will lead you to a different, unforgettable encounter with nature, something we all need to do more often. The best way to see the park is to take the time to walk the boardwalks and trails along the main park road to join in ranger-led events. Naturalists give talks, and lead hikes, canoe trips, tram tours, and campfire programs, as well as narrated boat tours to explore the pristine Ten Thousand Islands and coastal mangrove. I remember that as a child growing up in Miami, I thought of the Everglades as civilization’s frontier. On one side there was progress, roads, malls, suburbs—our habitat. Beyond the city limits lay myth and lore, a land of monstrous lizards, giant serpents, mystery, and ghosts. I was disconnected from my immediate natural environment and devoid of the fundamental connection and sense of pride and ownership of the place where I lived. This shared belief contributed to the neglect of the glades. In the Everglades, there are not epic vistas or high snow covered peaks. This park is more intimate, more personal, unique, and discreet, but its overwhelming beauty will change your life. If you are not comfortable venturing into the Everglades by yourself, there are several operators that will take care of all your needs and concerns. These include Dragon Flies Expeditions with a comprehensive Everglades Backwater Tour. And if you think the Everglades are only about nature and not art, we invite you to visit Clyde Butcher’s Big Cypress Gallery located on 13 acres in the middle of the Everglades on Tamiami Trail. Butcher is an award-winning photographer and environmentalist who has produced some of the most iconic images of the river of grass. As it has been since the mid 19th century, the Everglades face continuous challenges. The latest problem is the growing population of invasive species like Burmese pythons, purple swamp hens, Cuban frogs and Australian pines, among others. This is the result of an ill-regulated exotic pet trade. These species compete with native plants and animals for resources and habitat. The expansion of the sugarcane industry, other agricultural endeavors, loss of habitat to real estate development, and supplying clean water to mores than 7 million South Floridians are stress factors that have to be dealt with if we want to protect this environment. Some call the Everglades a fragile ecosystem. We call it the most resilient treasure in the southernmost corner of the United States. www.tocaevents.com
The Exciting Game of Sports Marketing
As we prepare for the Rio Summer Games, where we are assisting the NBA for the third year in a row, it occurs to us that we might say a few words about the exciting game of sports marketing. As huge sports fans, we at TOCA are always thrilled when we are called upon to provide our sports clients with strategies that bring their goods and services to expectant fans. Perhaps more than any type of event, sports has the power to ignite both the passion and pride of its viewers. Ready to cheer for their favorite athletes and teams, there is no more vicarious thrill than feeling the excitement generated by fans when the game is on. Competition, an undetermined outcome, and star athletes put everyone on the edge of their seats, creating a thrilling mix that electrifies every sporting event. Sports marketing wouldn’t be what it is if advertising wasn’t tied in to the event at hand. The popularity of teams and athletes encourages fans to purchase the products and services that they support, which creates an undeniable synergy. At TOCA our task is to come up with great strategies that will promote an event, along with the goods and services that go along with it. In service to this, we provide our clients and audiences with interactive settings that keep team spirit at its highest and client brands at the forefront. Getting the public to participate in ancillary events, allowing them to get closer to their favorite athletes and teams through live feeds and parties, and providing urban elements that encourage fans to stay active is what makes an event successful. Our goal at TOCA is always based on offering people a wonderful time, and it is with this in mind that we create our marketing strategies. Sports marketing is a fast-paced, energetic facet of event production. It requires quick thinking and a knack for coming up with creative solutions for promotion and advertising. Attention to detail, good communication and organizational skills, and a ton of flexibility make for a great result. When clients keep coming back for each new event, you know your formula is working. In this regard, we are proud to be producing three more events for Univision’s USA Mexico game, including simultaneous live viewing parties in L.A. and Dallas. We expect over 4,000 fans to turn up at each location, with fun and games for all. We have many sports marketing-related events in the works, many with return clients who want more of the TOCA touch. With each one, we rev up our motor, hone our skills, and revel in the excitement we share with our clients, the sponsors, and the fans. And of course, with each production, we learn more about our craft as we come up with new ideas for the exciting game of sports marketing. www.tocaevents.com
Fiestón and Our Commitment to Sports Hospitality
We’ve mentioned before that TOCA Events knows how to throw a party. But how about a party for a thousand people or more? Handling an enormous event requires an understanding of sports hospitality that includes the art of bringing sports, entertainment, and the public together in a true spirit of celebration. One of the best examples of how we show our stuff is for the Univision Deportes Fiestón events, and we have produced quite a few. From Phoenix to Dallas, L.A., Houston, and our latest event for theJuly 2015 Dallas SuperCopa MX and Campeon de Campeones , we help to make sports into one big festival that brings excitement to all. With popular anchors like Alejandro Berry, Jorge Calvo, and Aly Villegas, and soccer legends such as former Mexican National Team player Ramón Ramirez who delighted fans at Fiestón Phoenix, and Enrique Borja who came to our latest Dallas event, fans are already excited, even before the games begin. Add to this a giant screen where people can see their favorite teams play’ up close and personal,’ its easy to see how these live events capture a spirit that embodies everything that is great about sports. Entertainment is key for an event like Fiestón. We’ve marveled over mobs of girls sobbing over Mexican pop star Luis Coronel and thousands of fans going crazy over the band, El Dasa. We’ve watched people connect with each other over refreshments in the beer gardens, and we’ve been endlessly enchanted by kids of all ages playing with each other as they bond over common ground. Free admission assures that everyone can enjoy the Fiestón events, which is something that we at TOCA uphold as the perfect way to bring people together. We believe that sports hospitality is based on creating an atmosphere of celebration, excitement, sharing, and pure, unadulterated fun for everyone… and this is the spirit with which we help to build these magnetic events. TOCA Events makes sure that with every sporting event we produce everyone comes away with something special. Whether it is free books for children, a chance to interact with celebrities, play games, or just hang out in the sun, the final goal is to allow guests to spend a great day together and create a perfect memory. Creating a positive atmosphere for families and fans is a way to promote good feelings all the way around, giving everyone the chance to share their experiences with their friends at home. We carry this belief into all of the productions we create at TOCA Events, where every member of our team is dedicated to creating a celebratory event that stands out and leaves people feeling uplifted. With so many more sports events on our plate, we are delighted that we can bring a festive spirit to every production. At TOCA, we believe that infusing people with the spirit of unity and joy is one of the best ways to make the world a better place. For more information on TOCA Events sports hospitality: www.tocaevents.com
The Transformation of Rio’s Favelas
Favelas first appeared in Rio in the 19th century where they were built by soldiers with nowhere to live. Also called “barrios Africanos,” the favelas were home to former slaves with no claim to land or work. Then came the 1970’s when the migration of people from the deep countryside came to Rio to find work, finding themselves encamped in crowded and increasingly dangerous communities without sanitation, running water, or protection. Cities within the city, favelas have long been considered off limits. But with recent movements to “pacify” these areas through social change, many favelas have become more self-sustaining and productive. With running water, electricity, and other services, Rio’s municipal government is also putting in place green initiatives that are changing the face of these inner city areas. With approximately 763 favelas providing homes for over 1.4 million people, they provide a vital picture of a city that is known for diversity and flavor. Santa Marta is one of the best known favelas in Rio de Janeiro. When Spike Lee filmed Michael Jackson’s 1996 video for “They Don’t Care About Us” community pride coupled with this vibrant view of favela life started a positive chain reaction. This included the Favela Painting Art Project, inspired by the Dutch team Haas & Haan, inspiring locals to paint their homes in bright colors. Santa Model serves as a model for other favelas, with its new houses and free tram, along with its famous Michael Jackson statue. With local artisans contributing to this colorful community, Santa Marta is one of the main stops for tourists interested in becoming acquainted with the many facets of Rio de Janeiro. Vidigal is another favela favored by tour groups. With spectacular views over the Atlantic Ocean, the community now offers a beautiful walking trail for taking it all in, as well as guesthouses (pousadas), restaurants, clubs, and bars inside the favela itself. At Toca Events, we enjoy visiting the bohemian Santa Teresa district where artists and young locals provide a tangible excitement that is contagious. At TOCA Events, we are excited to be a part of creating a positive consciousness about these neighborhoods by sharing a new perspective on favela culture. Offering tours to view life in these neighborhoods is one way we help to open up communication and awareness. Recently our Director of Brand Interface, Fabio Pamplona, did a fashion shoot in one of Rio’s favelas, celebrating the spirit of the people. With Rio’s efforts to create a greener city through incentives such as reforestation to lower greenhouse gasses and attract more birds, the city has also created the “Morar Carioca Program” in the South Zone favelas of Bablilonia and Chapeu Mangueria. Encouraging sustainable buildings and other green solutions, these areas are helping to encourage eco-tourism and micro-industries that provide residents and visitors with a higher level of exchange. With holistic urban planning, favela infrastructure is improving, with better zoning and upgrades. Rio expects that by 2020 all of the favelas will benefit, meaning that a whopping 232,000 households will be affected! Visiting Favelas has become a big part of Rio’s tourism, especially since 2013 when the city’s tourism minister expanded plans to help residents develop new skills as a response to outside visitors. Government intervention has helped to expand resources, providing residents with more opportunities to work, live, and raise their families in a environment that supports a better quality of life. As an event production company always keen on providing our clients with creative options, TOCA Events is proud of every aspect of culture in Rio de Janeiro. In this spirit, our destination management team provides exciting tours of the city’s favelas as a compliment to your event. www.tocaevents.com
Our Recipe for Event Planning Success
At TOCA we believe that the driving force behind every successful production comes from our inherent passion for its planning and creation. Having been in the event production business for many years, we are constantly excited by the prospect of a new project, from creating the perfect concept, to planning, building, and finally seeing the idea come to fruition. With the satisfaction of our clients and those who have participated in the event being our ultimate reward, we are always ready for the next challenge. Whether it is sports hospitality, business sessions, corporate or private parties, or anything in between, the elements that go into making each event a success are the same. Here are some of the precepts that we feel are critical for achieving the best possible results for everyone involved: Listening The art of listening is key when it comes to satisfying our clients. We need to know what they are looking for in an event, and most importantly what they hope to achieve as an end result. Sometimes our clients are not able to fully articulate exactly what they are looking for, so it is up to us to listen carefully and fill in the blanks. Listening implies good “people skills,” and at TOCA we pride ourselves on going the extra mile to understand just what our clients want so that we can successfully communicate their vision to all of our vendors who will help us consolidate the perfect outcome. Listening is also essential when it comes to working with our team. For us, every person working at TOCA is a peer, which creates an atmosphere of respect and an openness to new ideas. A good listener usually means that communication is open, and it is in this spirit that we uphold and honor the strengths of each one of our team members. Flexibility As TOCA Events grows, our productions become bigger and bigger, which also means they become more complex. Here is where it is essential to be flexible, with the ability to manage whatever surprises may come our way. This may be a change of vision or last minute changes from our client, a glitch in a schedule or performance, or any other exigency that might come up before, during, or even directly after an event. Flexibility implies resourcefulness, which means that we always have to be ready and able to provide a quick creative fix if the occasion arises. Big productions also mean we have to manage many teams at the same time. Here flexibility provides us with the ability to handle the many responsibilities that large events require, including staying calm when problems arise so that we can think and act quickly to resolve them. A Positive Attitude We know that the feel of a company trickles down from the top. If we as owners are positive, enthusiastic, and calm, our team will be as well. It is up to us to maintain the right mood at all times, regardless of what kind of pressure we may be under during the production process. Because of our experience level in event production, we are very rarely are up against situations that we cannot resolve with grace and ingenuity. And as multi-tasking pros, we love a good challenge, and find that this attitude is contagious amongst our TOCA team as well! Choosing the Right Team Any good manager knows that having the right team means everything. We have an incredible network of trusted pros that we can count on to help make every event into a star production. And of course having the right team means we can delegate without having to worry that the job won’t be done to perfection. Our core team works like a well-oiled machine, which is what makes a TOCA Event so recognizable. www.tocaevents.com
Revving Up for TOCA Cuba
With its tropical climate; warm soothing waters; over 5,000 coasts bordering both the Atlantic and Caribbean; natural reserves, landscapes, and parks; and stunning UNESCO World Heritage sites, Cuba has everything it needs to becoming a leading tourist destination. Already plans are in action to update and expand the hospitality industry in order to accommodate the expected influx of business and resort tourism, and TOCA Cuba is in place to help coordinate what will be a boom in event production. With news of Obama’s opening the gates for a new relationship with Cuba, local entrepreneurs are excited about the fresh air that will finally enter their city. After the 50 year embargo, the nation stands to develop into a brilliant destination for meetings, workshops, congresses, festivals, and other special events, and we plan to be one of the major players in helping to develop the local economy. Just 90 miles from Key West, Florida, Cuba became a magnet for tourism back in 1915, when it was actually the most visited city in the Caribbean. Prohibition was on and the island was the place to go for its natural beauty along with legalized alcohol and gambling. During the great depression and WWII, tourism slowed down, only to build up again in the 1950’s until ’59 when Fidel Castro overthrew the pro-American dictator Fulgencio Batista. During this time foreign influx was looked down upon and new internal policies were created that led to JFK’s embargo in 1962, where Cuba turned to the USSR for support. Later on tourism came back into favor, driven by European and Canadian interest. Today visitors still need a license to enjoy the island, which can be found with licensed travel service providers. However with American travelers now able use their US credit cards, and cruise ship companies and airlines expanding their services to accommodate the expected huge influx of tourism, it is easy to predict the future. The hospitality industry is girding up, with Melia Hotels International opening a stunning hotel with 1,176 rooms on the island of Cayo Coco and many other hotels preparing for the competition. Even AirBnB now has approximately 1,000 listings in Havana alone! At TOCA Events we are excited about the renovation, renewal, and revenue that will positively affect the Cuban population. New strategies are coming into view and a positive trend is already in place for the first quarter of 2015 that according to “Hospitality On” shows that arrivals are up from the previous year by 14.2%. The vitality of the country has always been a powerful allure to anyone attracted to a population with heart and soul, a landscape that ignites the senses, and all the culture one could hope for in one place. Cuba boasts over 120 art galleries, 260 museums, over 80 theaters, along with exhibition halls and hotels that are made for world-class events. With all of this in mind, TOCA is already forming liasons with artists, vendors, and venues as we create an organic connection with the Cuban community. In service to our future involvement with Cuba, as well as with other Spanish-speaking countries, TOCA Events has now added a Spanish version of our website as we move into this next exciting phase. www.tocaevents.com