As the executive director at the Space Coast Office of Tourism, Peter Cranis ’84 ’88MA wants visitors and residents to experience the sense of wonder he feels every day at his job.
From the rush of a rocket launch to the thrill of catching a wave to the joy of exploring natural and wild spaces — all only a 45-minute drive from Orlando — Cranis and his team have been a driving force behind the revival of Florida’s Space Coast as a premium, sought-out destination.
In recognition for the strides the area has made since he took his leadership role in 2019, Florida Trend recently named him among the state’s 500 Most Influential People, and Space Coast Daily chose him the Person of the Year for 2025. But for Cranis, these accolades aren’t a product of one person’s merits.
“The awards mean I’ve hired the right people and allowed them to do what they do best,” he says.
The two-time communications alum and Nicholson School of Communication and Media Hall of Famer also served as an adjunct professor in both Nicholson and the Rosen College of Hospitality Management.
Here he shares his experiences and knowledge.
On the growing popularity of The Space Coast:
Our tourist development tax (TDT) hit a record $26 million in 2025 — up $10 million since 2019. I can’t deny we have things here that no one else has — to the north, we can watch space launches and cruise ships heading out. If I want to clear my head at lunchtime, I can go across the street to put my toes in the sand or walk around a maritime hammock. But attracting tourists isn’t easy — even for a bucket-list destination along 70 miles of beaches.
On getting creative to address challenges:
Competition is our biggest challenge. People can visit beaches all around the state, from the Keys to Jacksonville and around the Gulf Coast to the Panhandle. Keep in mind the marketing budgets in larger destinations can be 10x higher than ours. So, everything we do has to be effective in engaging travelers.
On the different eras of “the Space Coast”:
The term “Space Coast” isn’t new. For years, people associated it with the Apollo era, back when visitors would come in hopes of meeting an astronaut. As the shuttle program wound down, there were assumptions that everything here would shut down with it. That became another big challenge: educating travelers that we’ve modernized with really nice hotels and we’ve moved into a new phase.
“No other destination has an active space center and miles of world-class beaches.”
On reviving “the Space Coast”:
The first thing I wanted us to figure out when I started in 2019 was this: How do we excite potential visitors again? We decided to lean back into “Space Coast” because those words say it all. No other destination has an active space center and miles of world-class beaches. So, we positioned that message with specific locations — “Melbourne on Florida’s Space Coast” or “Titusville on Florida’s Space Coast.” It’s a natural jumpstart into our exclusive story. And now, with SpaceX and Blue Origin, we have as many as 10 launches a month. What had become old is new again — only better.
On lessons learned in boosting your brand:
I worked 16 years with Visit Orlando, and we spent a lot of energy trying to brand Orlando apart from the theme parks. It took until probably 2012 until travelers globally really knew Orlando. That’s the nature of marketing. Be patient. When you think about it, UCF followed a similar trajectory to national recognition.
On the unforgettable lesson he learned as a UCF student:
I was a journalism guy, the sports editor of UCF’s student newspaper, The Central Florida Future. I’d call people and say, “This is Peter from The Future,” which immediately got their attention. One class, organizational communication, gave me a look into the real world of business. For a group project, we went to a company to ask leaders and employees, separately, about communication. The employees said communication wasn’t so great. The leaders said it was fine. In fact, they shut down our presentation. I’ve applied that lesson to my own work — encourage communication and listen with an open mind.
On the (hopefully) lasting lesson he shared as a UCF adjunct professor:
I’d tell students to use their voices. Don’t be passive. During my career in tourism, I’ve learned a lot from young graduates and interns. Your thoughts matter. Also, learn everything possible about business in school. Some of it might seem irrelevant, but you never know when that knowledge will benefit you. Look at me.
On his job being very, very personal:
When I was 14 our family moved from Connecticut to Melbourne, Florida. I spent a lot of time at the places we’re talking about now — the beach, Merrit Island National Wildlife Refuge, Lori Wilson Park. When the opportunity came up to return and live near my mom who’d been in the same house all those years, it was emotional for me. I never thought I’d have a business life along the Space Coast, but — divine intervention. It’s another reason I’m in awe every day, and why I want as many people as possible to come and be awed, too. Once you’ve experienced this, you’ll be back.
