Opinion piece

Jonathan Daniels

Chief Executive and Port Director of Port Everglades

Article from CruisesNews magazine no. 60 – March 2022

The new form of cooperation between cruise lines and ports has led to unprecedented partnerships that have boosted the industry's recovery. But now the question is how to maintain these alliances in the coming years so that all parties benefit.

In March 2020, we all thought it would be a matter of weeks before passengers returned to our terminals. How could we have imagined then that it wouldn't be until June 26, 2021, that the first cruise ship would depart from a U.S. port? The industry breathed a sigh of relief and hope when the Celebrity Edge sailed from Port Everglades on a seven-day Caribbean cruise with passengers. During a ceremony to commemorate the occasion, attended by Richard Fain and Captain Kate McCue along with Broward County officials, we mourned the lost time (and lost revenue) and spoke with many people about what it would take to recover cruise traffic. We also mourned the loss of loved ones during the pandemic—colleagues, friends, and family. It was a very emotional day.

In a period of billions in losses, something significant happened when we came together as an industry to share ideas about how we could get back to business. Instead of focusing on strengthening their position within a particular market, cruise line executives contacted each other and ports to agree on how to cooperate and develop operating protocols. One example is Royal Caribbean and Norwegian, which are developing a new standard with the “Healthy Sail Panel.” While many have worked together in difficult times in the past, this was clearly a case where we had a common enemy—the pandemic—and competitors became collaborators.

At Port Everglades, we used the downtime during the closure to complete development projects focused on enhancing the passenger experience, while simultaneously working with our cruise customers to create a safe and seamless restart program. We developed agreements outlining areas of responsibility and response that would function without straining the resources of local businesses providing us with healthcare services. Several government agencies, including leaders in the hospitality and tourism industries, convened to develop a concrete and unified action plan. The lessons learned during the initial closure period were continuously refined to provide specific guidance on containing potential future outbreaks.

We also responded to requests for assistance from shipping lines to secure berth locations and provide logistical support. The port saw hundreds of ships come and go to load provisions and fuel so they could literally stay afloat with their crews on board during this uncertain time. We waived millions of dollars in berthing fees and sought other ways to support the industry, knowing we just needed to hang on a little longer. We soon began working with the State of Florida to implement a vaccination program that successfully vaccinated more than 6,000 seafarers and dockworkers in cooperation with Seafarers' House.

While nothing in the cruise industry will ever be the same, we've also come to terms with the less negative aspects. An industry built on enjoyment, relaxation, and fun now has to grapple with terms like response protocols, PCR tests, and positive case rates. Making passengers feel safe while maintaining social distancing in an environment that naturally brings people together has become the hallmark of marketing plans. If there's one thing we've learned from this situation the industry has faced, it's the need to constantly assess the potential for change that will allow us to improve as we all look toward recovery and a path to rapid growth.

Ultimately, Port Everglades seized the opportunity to focus on growth, as well as support and recovery. We were able to reach an agreement with two new cruise lines that will call at the world's third-largest cruise homeport—their new home. We also completed the construction of a state-of-the-art parking area that is operating continuously. We knew we would emerge from the pandemic; we just wanted to ensure we came out stronger.

So, where do we go from here? While time will tell and external factors will constantly change our thinking and vision, one thing is certain: we can no longer progress in isolation, but must do so together and always move forward and #cruisestrong.