Ybor City, Florida: A Rich History And A Wealth Of Hospitality - travel industry

Parks & Recreation, Sept, 2001 by Erin E. White, Lori Pennington-Gray

Ybor City in Tampa, Florida is called "the Cigar Capital of the World." However, this city has much more to offer than a good cigar. Rich culture and urban renewal give this sunny city a character all its own. The city's past is surely a part of the present. Ybor City is a National Historic Landmark District, one of only three in Florida.

In 1857, in an attempt to raise revenue, the United States put a high tariff on Cuban cigars. To escape the costs of paying the tariff, some Cuban cigar factory owners relocated their factories to Florida, New York, and other parts of the United States.

Don Vicente Martinez Ybor came to a sandy, palmetto-covered frontier two miles northeast of Tampa, Florida in the year 1885 and obtained 40 acres of land. According to Sheryl Shiver (2001), owner of a local bed and breakfast, Don Vicente Martinez Ybor began developing a company town "with the hope of providing a good living and working environment so that cigar workers would have fewer grievances against owners." This area is now known as Ybor City.

Cuban immigrants flocked to Ybor's company town. The immigrants brought their craft and their culture, and made Ybor City the "Cigar Capital of the World." The city developed as a multiethnic community, where English was a second language. In 1898, Ybor City became a support center for the Cuban Revolution. The Army stationed thousands of men in Ybor City, including Teddy Roosevelt and his "Rough Riders."

In 1910, Don Vicente Martinez Ybor passed away. It appeared he had taken Ybor City's finest days along with him. With the combination of the Depression, increasing automation, and the boom in the popularity of cigarettes, Ybor City was soon left vacant, a shell of it's former self.

During the past two decades, a number of civic organizations and private investors have banded together to preserve what remains of the city's historic buildings and ethnic heritage. An influx of investment capital has spurred the rehabilitation of old buildings. This transformation of Ybor City is directly related to its rich and vibrant past.

Ybor City: The Present

Ybor is a colorful section of Tampa, Florida. It is a place full of history. The streets are paved in brick and the wrought-iron lampposts speak of an era gone-by. There is a mixture of Mediterranean and classic architecture with great attention to detail. Quite Simply - It is a place in time.

Ybor City is a National Historic Landmark District -- one of only three in Florida. Ybor City's past is still very much a part of the present (St. Petersburg Times, 1999).

History and the Tourism Trend

American's interest in traveling to historic sites (such as Ybor City) has increased and is expected to continue (Kerstetter, Confer, and Graefe, 2001). The recent popularity in television programs addressing history, heritage, and culture on networks such as the Discovery Channel[C] and Travel Channel[C] attest to this trend. Nostalgia is back in fashion.

Many towns have adapted this trend towards history-based tourism and have used it to regenerate the local economy. This type of tourism attracts a traveler that generally tends to stay longer, spend more money per trip, be more highly educated, and have a higher average income than the general traveler (Travel Industry Association, 2001).

History and Sustainable Tourism

For many people, the information they encounter while at leisure -- such as travel -- may offer the only opportunity to learn about their bonds to their history or culture (Moscardo, 1999). This type of experience is an educational process, and plays a direct part in sustainable tourism. Sustainable tourism strives to meet the needs of the present without compromising the ability of future generations to enjoy the resource. According to Moscardo (1999), it is based on three core principles: Quality, Continuity, and Balance. Many historic cities and attractions can benefit from adapting the principles of sustainable tourism.

Quality is approached on several levels in sustainable tourism. A quality experience for the visitor, the improvement of the quality of life for the host community, and the protection of the quality of the environment are of highest importance.

Continuing the indigenous culture of the host community and encouraging the local customs and traditions are central. This attention to history -- to the roots of the culture -- can connect the city to the past, and also provide a fuller experience for the visitor. Additionally, it helps in sustaining a healthy relationship among tourists and the community. The continuity of visitor interest is paramount, so that they will want to return to the host community in the future and generate a concern for the health and well being of the community. The continuity of the resource is also a key component of sustainable tourism. This would involve the preservation and conservation of the city and buildings within it.

Balance is the final core principal of sustainable tourism. The needs of the host community, the guests, and the environment should remain balanced while providing an enjoyable travel experience for the visitor.