Miami: the cross road for hemispheric growth; Gustavo Cisneros discusses with LatinCEO the competitive advantages of Miami to headquarter the Free Trade Area of the Americas

Latin CEO: Executive Strategies for the Americas, August-Sept, 2002

FORBES MAGAZINE DESCRIBED Gustavo Cisneros as the visionary. His business ventures have risen from successful albeit nationally defined origins to a pan regional conglomerate with operations in virtually every corner of the Ibero American market. While the high profiled partnerships between the Cisneros Group and Hughes Electronics and AOL/Time Warner to found DIRECTV Latin America and AOL Latin America respectively are sailing in the stormy waters of a regional economic slowdown and waning consumer confidence, his brewery holdings recently initiated a major expansion foray into Latin America to unfold a multi branding production strategy aimed at capturing the beer consumers of the future. The consistent application of pan regional growth strategies position Gustavo Cisneros as an unquestionable pioneer in economic hemispheric integration. Latin CEO sought his views on the advantages offered by Miami as the potential headquarters for the FTAA.

Q: What were the criteria underlying the decision by the Cisneros Group to move its corporate headquarters to Miami?

A: "Miami already is the single most important hemispheric crossroad. Miami is the second port of entry for Latin American products. Trade flows from the United States into Latin America pass through Miami. Millions of Latin Americans vacation in Miami every year. Most of then have made significant investments in real estate. But above all, Miami is rapidly turning into a cosmopolitan city where the diverse expressions of the Latin culture are amalgamating to create a new life style and brave new approaches to the entertainment industry, the performing arts and literature.

From a strictly business viewpoint Miami represents the best of two worlds. Advanced infrastructure, and access to state of the arts technology applications within a Latin culture that gives a new and quite attractive dimension to efficiency and competitiveness. Miami is the Hemispheric Cross Road for growth"

Q: Is Miami prepared to successfully face the challenge of becoming the venue for FTAA?

A: "Absolutely. Miami has enhanced its investments in trade infrastructure including the modernization and expansion of its airport facilities. The Miami Museum of Modem Arts is becoming the home of the best creations in contemporary arts from all over the world. Miami is building a major center for the Performing Arts. Communications nodes to distribute capacity throughout Latin America are being developed by a new crop of visionary local entrepreneurs. Residents of Miami enjoy a wonderful tropical landscape, easy access to leisure destinations, well-developed business facilities and superb logistics to travel to any destination in Latin America, Europe and the United States."