by Richard Prior
Staff Writer
The absence of glare and blare may help lure conventioneers to Jacksonville from other Florida cities known for their nonstop activity.
Jeff Long is counting on it.
Long, most recently the associate director of sales at the Radisson, has been named sales manager at the Adam’s Mark Hotel, starting Dec. 19. The market he is focusing on is religious organizations.
“Most churches, most religious organizations, have a hierarchy,” he said. “They have a set of rules and bylaws that require them to meet a certain number of times each year.
“A big part of that is large conventions. They bring in different people from different regions — some national, some regional.
“That’s who we cater to.”
Long was at the Marriott at Sawgrass Resort before beginning his seven-year association with the Radisson.
“The Marriott was absolutely beautiful,” he said. “It was tough to leave, but I did for a larger opportunity, which is also why I came to the Adam’s Mark. This is an opportunity to work at a larger hotel — the largest convention hotel in North Florida and the home hotel of the Super Bowl.”
Long is from Alexandria, Va., and went to T.C. Williams High School, which was featured in the movie, “Remember the Titans.” He graduated from Old Dominion University in Norfolk, Va., with a degree in criminal justice.
“I originally thought I wanted to be a lawyer,” he said. “But I was in restaurants, and I was making more than the people I knew that were in probation and parole.
“My job was a lot more fun. I enjoyed what I was doing. I loved hospitality, and I loved working with people.”
Long moved to Florida in 1988 and soon began working as general manager of Fannie Dugan’s, near what is now the Lighthouse Grill.
“It was only in operation a few years during the heyday of sports bars, but it was a good one,” he said.
The religious market is not a new category, he said. But it’s the one he’s eager to get to work on.
“We all take segmented markets,” said Long. “There’s government and fraternal; corporate is a big market. We focus on our particular groups so we can learn about them and solicit them for their business.”
With so many churches and religious organizations in this area, Long is focusing his attention where it makes sense.
“Many don’t have far to travel to a convention, but there are some that do,” he said. “We hit the regional market in particular, Florida and Georgia.”
The reason why many religious conventions may be inclined to stay in Jacksonville, Long said, is they “aren’t necessarily interested in the destination areas — Disney World, Miami. They’re not looking necessarily for the night life. In fact, a lot of the groups I’m working with don’t care for the night life. They’re looking to do the business of the church: meet, socialize, fellowship.
“During the day, they can go over to the Landing and shop and pick up whatever they need. We’re also convenient to the arena, the stadium and The Florida Theatre.
“What we can offer is we have everything here. We’re the only hotel in this city that can fit, say, 800 or 900 and have them meet at the same hotel.”
Long, his wife, Lisa; their daughter, Samantha (12); and son, MacKenzie (9) live off San Pablo Road. He expected to be in training through Christmas week and perhaps start making sales calls next week.
Long’s wife was a New York Giants fan, and he was a Washington Redskins fan when they first met in a Norfolk restaurant. At first, they argued about their teams; then they became friends. In 1989, they got married. And old football alliances were swapped for new.
“When the Jaguars came on the scene, we gave away all our jackets and hats to people who enjoyed those teams,” he said. “She was one of the first in line at JCPenney to get season Jaguars tickets.”