Leading Question

Q. Can a national news story put a city on the map?

It should, says James Curran, assistant professor of marketing at the University of South Florida Sarasota-Manatee, especially a piece like The New York Times ran in March in the Friday "Escapes" section, titled "How a Backwater Becomes a Destination." That article described Palmetto as a "formerly snoozy little farm town" that's ripe for development thanks to that "magical Floridian cocktail of benign winters, beautiful waters and plentiful small holes in which to sink even smaller balls." The article, which was accompanied by a picture of a beautiful Victorian mansion along the Manatee River, noted that not too long ago land was available for less than $20,000 an acre, a steal by the measuring stick of swanky Northeasterners.

"Historically," says Curran, "any sort of story like this would put a town on the map. It was pretty complimentary. The New York Times has a higher-end readership, so it will put Palmetto on some people's radar screens, people who would never have considered Palmetto before."

So has it? Kevin Rehmeyer, sales manager for the high-rise condominium community of Bel Mare in Palmetto's upscale Riviera Dunes, says, "We've had considerable interest because of the piece. The article came out on a Friday, and that weekend and for the next two weeks we were receiving three to four calls a week from the New York metro area." Most of the callers were wondering if they really could buy a 4,000-square-foot penthouse right on the water for $2 million, Rehmeyer says. (Yes, it's true.) Rehmeyer didn't close any sales over the phone, but several callers said they'd be coming down to take a look the next time they were in Florida.

Tanya Lukowiak, executive director of the Community Redevelopment Agency in Palmetto, says the pace has been so frenzied in the last couple of years, she can't tell if business is picking up. "All I can tell you is that we're busy. Businesspeople call-retailers mostly-and want to know how much space we have and what our average rent is."

Curran says if he were in charge of the city's economic development, he'd be developing a PR campaign around the New York Times article, making it part of the local chamber's Web site and making sure developers and investors saw the opportunities in the city.

But Palmetto Mayor Larry Bustle isn't sure more publicity is needed, and since the city doesn't have a PR official, he's not sure how the piece will be marketed. "Honestly, I can appreciate the article, but we're not soliciting people to come here, because people are clearly coming. We're already going to double in size. We've got 4,500 utility customers in the city and 5,000 homes in different stages of permitting." -Susan Burns

BUZZ WORD

narcissurfing: Googling yourself to see where, when and how many times your name comes up. Source: BuzzWhack

MIND YOUR MANNERS

Business etiquette from national restaurant consultant Judi Gallagher.

At business luncheons, how can I tell which glass and butter plate are mine?

Reaching for the wrong glass will not lose a contract but can be embarrassing. Your water glass should be situated above your knife. Let your guest reach for his glass first if the table is not set correctly.

Your bread and butter plate is always to the left of your salad and entrée forks. Do not reach into a bread basket and search. Always offer the bread basket to the people on your right and left first and take what is available. Do not break a conversation to ask for the butter. It is often awkwardly placed in banquet facilities in the center of the table. Mind your manners and only reach if someone asks you to. www.judigallagher.com.

BUSINESS CALENDAR

JUNE 1 2006 Frank G. Berlin Sr. Small Business Awards 11:30 a.m. to 1 p.m. at the Hyatt, 1000 Boulevard of the Arts, Sarasota. $40 for Greater Sarasota Chamber members, $60 for nonmembers; corporate tables available. For reservations, call 955-2508 ext. 516, or RSVP online at www.sarasotachamber.com.

Longboat Key Chamber's Fourth Annual "Hurricane Party" A discussion of real-world experiences and lessons from the last two years of storms. 5:30 to 7:30 p.m. at Longboat Key Club's Harbourside Dining Room. Longboat/Lido/St. Armands Chamber members only. Call 383-2466.

JUNE 13 Chamber University Business Development Workshop on disaster planning and business continuity planning, 10 a.m. to noon at the Greater Sarasota Chamber Boardroom, 1945 Fruitville Road, Sarasota. Members: $29 per session or $75 for all three sessions; nonmembers: $59 per session or $149 for all three sessions. Call 955-2508 ext. 231, or RSVP online at www.sarasotachamber.com.