More than 1.5 million attendees pass through the Orange County Convention Center each year. Most conversations about the center focus on numbers like those, including the roughly $3.9 billion in economic impact it generates for Central Florida annually.
A new study from the UCF Rosen College of Hospitality Management looks at the people who make those numbers possible.
Highlights
- 60% of the workforce has more than a decade of industry experience.
- More than 78% say serving guests is meaningful in their daily work.
- More than 70% are not planning to leave the industry in the near term.
- 95% believe the OCCC will contribute to Orlando’s economic future.
Led by Associate Dean of Research Manuel Rivera, with Professor Stephen Pratt, Assistant Professor Frank Badu-Baiden and Hospitality+ Center Project Manager Margaret Zorrilla, the Rosen College team surveyed 299 members of the Orange County Convention Center (OCCC) workforce, including employees, contractors and service partners.
Their report, Economic Instrumentality of Work & OCCC, examines nine interconnected dimensions of the employee experience, exploring who powers OCCC, how employees perceive its contribution to regional development, what they experience and gain from their work, and what they give back through teamwork, service, and commitment.
“The Orange County Convention Center is a People-Powered Public Asset,” says Rivera, the study’s principal investigator. “Our research looks beyond traditional economic-impact measures to understand the people behind that contribution—who they are, how they experience and benefit from their work, and what they give back to the organization and our community.”
For Rivera, the research also underscores the value of the longstanding relationship between Rosen College and OCCC.
“There is something particularly meaningful about conducting research right here at home, alongside an industry partner that also helps educate and employ our students,” says Rivera. “Our partnership with OCCC demonstrates how universities and industry can work together to generate knowledge, develop future talent, and contribute to the communities we serve.”
Inside the Study: Purpose in Motion
Before the doors open on any show, the work is already done. Riggers have hung the ceiling. Electricians have wired the floor. The study set out to understand the people behind that work and found a workforce that sees what it does as far more than a job.
The researchers identified four distinct groups that power the center. Legacy Leaders carry decades of institutional memory. Frontline Pillars, the most operationally seasoned, anchor event setup, logistics, safety and guest service. Experience Champions turn strategy into performance on the show floor. And Early-Career Staff represent the next generation of hospitality professionals entering the industry.
Across all four, meaning runs deep. Nearly 73% say their careers in tourism and hospitality are worthwhile, and more than three-quarters feel their work is purposeful to their organization. As the report puts it, “Tourism is not a stop along the way. For many, it is a career worth building.”
It’s also a workforce that enjoys showing up. More than three-quarters say they generally feel happy and positive at work. More than 85% report good relationships with colleagues, the highest agreement level in the study, and nearly 75% say their coworkers support them. At this scale, service is a team sport.
“Behind every successful event at the Orange County Convention Center is an extraordinary network of people who bring their expertise, commitment and dedication to our campus every day,” says OCCC Executive Director Mark Tester. “These findings reinforce what we see throughout the Center: an experienced workforce that takes pride in the work they do and understands the important role the OCCC plays in our community.”
Employees also see themselves as part of something bigger: 79% say the center has helped tourism operators collaborate, 91% say its operations support businesses throughout Orlando, and 86% agree it creates jobs for local residents. It’s their community, too: nearly 80% of the workforce lives in Orange or Osceola County.
“Their careers help sustain local businesses, drive innovation across the tourism ecosystem and shape the visitor experience that fuels our region’s global reputation,” Tester says. “Most importantly, we will continue to honor and invest in the people behind our success.”
A Partnership Built on Trust
Rosen College and the OCCC sit just minutes apart in Orlando’s tourism corridor. Their partnership brings together one of Central Florida’s most powerful economic engines and the nation’s No. 1 hospitality program for seven consecutive years, according to ShanghaiRanking.
For this study, the OCCC opened its doors, and its people spoke up. Nearly 300 employees, contractors and service partners shared how they experience their work, from teamwork on the show floor to their plans for the future. Rosen College researchers turned those voices into nine studies and a full report.
“These perspectives help us understand not only what the OCCC contributes to the economy, but how we can continue creating a workplace where people feel supported, valued and able to build meaningful careers,” Tester says.
The payoff goes beyond the findings. The report gives OCCC leaders a set of priorities built on strengths already in place: protecting the center’s team culture, making career pathways more visible and sharing its community impact more widely.
“Collectively, these findings help illustrate how employees experience their work and their role in supporting OCCC’s operations and impact,” Rivera says.
The partnership also points to the future. The report calls early-career staff “the next generation of hospitality professionals entering and shaping the industry,” the same talent Rosen College prepares every day through required internships and programs such as the bachelor’s degree in event management.
For Tester, the work is about more than a report.
“Thank you for your partnership, your trust and your continued commitment to our shared mission,” he says of the Rosen College team. “Together, we are building a stronger future for Central Florida.”
Read the full report, Economic Instrumentality of Work & OCCC, and explore more research from Rosen College.