Diane Schmidt to Chair Florida Keys Tourism Board

The Monroe County Tourist Development Council has elected longtime Key West hotelier Diane Schmidt as chairperson to lead the volunteer board that administers tourism marketing for the Florida Keys & Key West.

Schmidt was unanimously chosen Tuesday, Sept. 17, during the board's scheduled meeting at the Harvey Government Center in Key West. The meeting also was the first for new TDC President/CEO Kara Franker.

A respected hospitality industry veteran, Schmidt has spent the last 18 years working in Key West with Ocean Properties Ltd. The former general manager of Opal Key Resort & Marina and Sunset Key Cottages, she is currently civic and community liaison for the properties.

“Our primary goal is to embrace the changes necessary to restore the public’s faith in our organization and our purpose,” said Schmidt, adding that she is humbled by the TDC board’s faith in her. “Like Kara, I believe in the principles of trust, integrity and truthfulness.”

Schmidt began serving on the Keys tourism council’s board in 2018. Before that, she was a member of the council’s District I advisory committee for five years. Her stated priorities for her tenure as TDC chair include moving forward under Franker’s leadership while not losing sight of the people and entities that have contributed to the Keys’ success in growing the tourism-based economy. 

“This will be a year of fast-paced change and adaptation, and solidifying the framework for TDC operations,” said Schmidt.

George Fernandez, co-founder of the Key West Butterfly & Nature Conservatory, was re-elected the TDC board’s vice chairman.

Fernandez and Key West Mayor DeeDee Henriquez are to serve as co-treasurers.

Revenues that fund the TDC come from an added sales tax that only visitors pay when they stay in a lodging facility in the Keys.

The TDC's fiscal year runs Oct. 1 through Sept. 30.

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