As board chairman of the Metro Orlando Economic Development Commission, I've had the opportunity to meet with a variety of companies considering making a home in our region.

While the needs of every project are different, several fundamental similarities exist when companies consider their location options. They want to be located where they can maximize profits and where they can easily attract workers. Sounds straightforward, but business recruitment is very competitive. Communities worldwide are working to convince corporate decision-makers that their location best meets the company's needs. Winning a big project can mean thousands of new, high-paying jobs; so the stakes are high.

We're fortunate, because we have a great product to sell. From our world-class airport, to a growing mix of industries, to an internationally recognized Orlando "brand," this region has a lot to offer.

Several recent achievements will make Central Florida even more attractive: the Legislature's approval of the UCF medical school; Gov. Jeb Bush's approval of the Innovation Economy Fund to help "close" top-tier economic development projects; and the state's $50 million commitment to expanding research facilities at our state universities.

Closer to home, Orlando Mayor Buddy Dyer and Orange County Mayor Rich Crotty are also leading an initiative that will attract companies with high-wage, high-value jobs: the effort to build and/or renovate a new performing-arts center, arena and Citrus Bowl. Recognizing the value of this undertaking, the EDC's board of directors recently voted unanimously to help.

Why are the proposed community venues so important to economic development? Consider what you find enticing about communities you visit: the history, the culture, green space and the proximity and diversity of entertainment options, among many other intangibles. These are the kinds of factors that ultimately play an important part in the corporate location decision-making process. To effectively compete for and retain those companies and jobs that will ensure a diverse and prosperous economy, it is essential that we invest in the "quality-of-life" amenities expected of a dynamic community.

As part of our commitment, the EDC is managing work on a study to highlight the economic impact of these venues. The first step in accomplishing this goal came with the recent recommendation by Orange County's Tourist Development Council to raise the tax that tourists pay on hotel rooms. That recommendation, which has the support of our region's tourism industry, is expected to be voted on by the Orange County Commission later this year.

Now is the time to make this happen. The successes of this region over the past several years have brought us to a point of extraordinary momentum. With this community-venues project, we come one step closer to realizing our true potential.

Memo: Dean Kurtz is chairman of the board of the Metro Orlando Economic Development Commission and director of external affairs for Embarq Corp.