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On May 9, 2002, The State of New York celebrated the 25th Anniversary of the world-renowned “I Love New York” tourism campaign at a gala honoring Dann Lewis’s boss, John Dyson, at a reception and dinner at the Culinary Institute of America in Hyde Park, New York.

A Brief History of I Love New York:

In 1975, New York State was in the midst of a severe economic recession when Governor Hugh Carey took Office.  John Dyson was appointed to serve as the New York State Commerce Commissioner, and it was determined that tourism would be the primary vehicle to reverse the state’s economic woes. During John’s tenure, the “I Love New York” advertising campaign and logo were created. Also during John’s tenure, Dann Lewis was hired as his Deputy Commissioner and Director of Tourism Development to build the infrastructure upon which a world-class advertising campaign generating millions of inquiries, could be dramatically converted into visitors to New York City and State. The esteemed Milton Glaser was commissioned to produce the branded logo, and Steve Karmen composed the music that would become a powerful statement of support for tourism. The birth of I Love New York has increased toruism and resulted in millions of jobs since 1975, and 25 years later it was still going strong.

Where Dann Lewis Fits In:

Dann Lewis took over and reorganized the tourism staff from a purely public and media relations focus, to an integrated tourism promotion organization that was to develop appropriate collateral materials to complement the phenomenally successful ad campaign, together with a responsive fulfillment operation and call center. Dann developed and implemented national and international trade, press and consumer promotions in partnership with private and public entities such as major hotels and attractions, airlines, the New York League of Theatre Owners, Radio City Music Hall, the Regional Tourism entities in upstate New York and the Port Authority of New York and New Jersey.

Major promotional events invariably resulted in extensive newspaper, television and radio coverage that extended the overall effectiveness and world-wide reach which came to characterize “I Love New York” as the most visible tourism campaign in history. To this day, Dann Lewis is credited with having a pivotal role to play in tourism’s key role in New York State economic development.

When Dann Lewis first gazed on Northern Eleuthera’s conglomerate of sea grape, coral reefs and pink sand beaches, he was about to graduate from Dartmouth College and attend MIT graduate school. 18 months later, he instead became one of the youngest overseas investors ever to come to the Bahamas, and formed a new company called Current Development Ltd. Dann would spend the next two years building a resort of 22 duplex-type beach homes known as Current Club, with a marina, fueling dock, and water and power facilities for visiting yachtsman. Local Bahamians will both build and staff the new resort property.

A half hour trip by plane from Nassau, Eleuthera (from the Greek word “eleutheros” meaning “free”) posed some interesting challenges. The 25-acre parcel of land that would become Current Club had magnificent beach frontages on the north and south sides of the island with good anchorages for boats and ideal swimming conditions…but there was no electricity available. To build a resort, one must have electrical power. Dann Lewis quickly realized that he needed to build an electrical generating plant, but was understandably a tad overwhelmed at how such a plant gets built. So he read a “How to Build an Electrical Generating Plant” book, and proceeded to build one.

To this very day Dann Lewis sleeps with a pillow over his head, not under. Every time that electrical generating plant hiccupped, sputtered and stopped humming, Dann would have to drop what he was doing or if “asleep”, get up and go fix it.

The next major hurdle was facilitated by frustration in getting supplies in a timely manner from Nassau or Miami. Virtually everything had to arrive in Eleuthera by slow-boat or by air, and the infrastructure supporting these two modes was very much a product of island mentality. (Read: Don’t Stop the Carnival by Herman Wouk) Dann quickly realized that he needed to buy an airplane, but was understandably a tad slowed down by the notion that he did not know how to fly an airplane. So he read a “How to Fly an Airplane” book, bought an airplane in Miami and flew it (over-water) to the Bahamas, without the obvious benefit of formal flying lessons.

To this very day Dann Lewis……..never-mind.

By: Sherry Lewis, April 21, 2008