Still about the FTAA - Editor's Note

South Florida CEO, April, 2003 by J.P. Faber

We chose Pete Pizarro for this month's cover because he represents an important change in the international psyche of South Florida. Not only does he symbolize the general shift toward trade in services; he's also an icon for the latest wave of professional services, the information--and entertainment-based companies making use of Miami's robust communications infrastructure.

Having said that, Miami is neither new to, nor ignorant of, the significance of its service sector. Lawyers, bankers, architects, doctors, engineers, accountants, advertising agencies, public relations firms--the list goes on and on--have, for years, prospered by serving foreign nationals from here.

Knowing this, the political and business leadership in South Florida--and in Tallahassee--is growing ever more aware of the critical importance of the Free Trade Area of the Americas (FTAA). Simply put, it is imperative for South Florida to win the Permanent Secretariat of the FTAA.

"The FTAA agreement, when--and if--realized, will forever change the trade dynamics of the Western Hemisphere," says Manny Mencia, the man in charge of international for Enterprise Florida, the state economic development agency. "If our region plays its cards right, and becomes the location for the secretariat, it will emerge as one of the preeminent trade hubs in the world."

In this light, it is encouraging to see that Gov. Bush recently added some fire power to the organization in charge of securing the secretariat for Florida. A few months ago he appointed former US ambassador Chuck Cobb as chairman of Florida FTAA Inc. Equally encouraging came the appointment a few weeks ago of Jorge Arrizurieta as president of the group. Arrizurieta, coming off a stint on the board of the Inter-American Development Bank in Washington, D.C., is a former advisor to Wayne Huizenga with a reputation for getting things done.

Of course, to anyone familiar with the international sector, South Florida is the obvious choice for the FTAA secretariat. And the reason has a lot to do with our growth in services.

"With respect to the role of Miami as a service center, the FTAA process is a great illustration," says Victor Alvarez, the lead partner in White & Case's Miami office and a board member of Florida FTAA Inc. "Miami is the logical place for people interested in the Americas to get together. It's natural place to seek out services, be they legal, accounting, or financial--or even PR and advertising."

Having said that, it still behooves our local leaders to beat the drums of awareness. Atlanta is still out there competing for the prize, spending millions to win hearts and minds in the region's capitals, including Washington, D.C. And then there is Mexico City, Panama City and Port of Spain. All are in contention.

South Florida needs to be shaken awake. Not enough people know what the FTAA is, let along that we have a shot at becoming its fulcrum.

Fortunately, a great opportunity to make this message heard is coming this fall, when the VIII FTAA Ministerial and Americas Business Forum is scheduled to convene in Miami. Another of South Florida's leaders, Armando Codina, has been named honorary chairman of the event, which will bring government and private sector players here, and showcase Miami.

Perhaps, when cash registers ring with the economic impact of just this one gathering, more people will understand the benefits of becoming officially recognized for we have always been, the capital of the Americas.

J.P. Faber

Editor in Chief