"We're rethinking the structure of the sales force to make a big step into the corporate meetings market," says Fran Reiter, president of the New York Convention & Visitors Bureau NYCVB, who assumed the post in January. Reiter's goal is "to make New York the premier meeting and tourist destination in the nation."

Although Reiter does not have experience in the tourism industry, she has planned meetings and conventions, and she says she brings to the job "an intimate understanding of the product [New York] and knowledge of how to sell a commodity."

As for the focus on the corporate market, she notes that NYCVB "already has Conference Express [for meetings with fewer than 75 sleeping rooms], but we're considering a vertical reorganization that would target insurance, pharmaceutical, and other larger companies."

A lifelong resident of New York, Reiter has an assortment of previous job experiences, including 15 years on the business side of the entertainment and television industry. More recently, she headed up Mayor Rudolph Giuliani's re-election campaign and served as New York City's Deputy Mayor for Planning and Community Relations, followed by a year and a half as Deputy Mayor for Economic Development and Planning--both mayoral appointments.

Reiter replaces Steve Morello, who resigned after three years as president.