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International Drive was a glum place in the long
months after the Sept. 11, 2001, terrorist attacks
dried up Orlando's tourist business. But in few
businesses were prospects bleaker than at Eduardo
Blanchet's Berlitz language center just off the
tourist strip.
With his partners, Blanchet, a genteel former
Argentine diplomat, had built up a decent business
in just three years, tapping into a lucrative
market for well-heeled foreigners who wanted to
send their kids to the United States to study
English in Orlando.
After Sept. 11, "everything just shut down,"
Blanchet said. "Everybody just went home. We
thought we were finished."
But in an odd twist, the same global events
that had nearly killed Blanchet's business would
instead bring the opportunity for its salvation.
With U.S. troops already on the ground in
Afghanistan in 2002, and war in Iraq on the
horizon, special-operations commanders looked to
revamp the way their soldiers had been taught the
new foreign languages that were now in greatest
need. They decided to consolidate all of their
language training under a single contract that
would be set aside for a small business.
A year after the terrorist attacks,
Blanchet's
business, B.I.B. Consultants,
won
the five-year contract, worth up to $50 million,
to provide all private foreign-language
instruction to U.S. special-operations troops.
More than 12,000 of the military's 43,000
special-operations personnel are required to be
proficient in a second language.
More than 3,000 U.S. troops already have been
trained by Blanchet's instructors, most in
intensive three-month courses taught by
instructors based at Fort Bragg, N.C.
The training is based on the Berlitz principle,
which focuses on learning to speak and
communicate, rather than grammar and writing.
"With some other methods, you start out
conjugating verbs," Blanchet said. "Berlitz gets
you talking immediately."
That fit with the military's need, which was to
make the special-operations soldiers proficient in
conversation as soon as possible, to help them
communicate with the foreign troops they work with
closely.
The languages being taught, which include
Arabic and several languages spoken in Afghanistan
and Central Asia, are regarded as among the most
difficult to learn for English speakers.
But after three months of intense
eight-hour-a-day training, most of the soldiers
can carry on a basic conversation, Blanchet said.
Because of the secretive nature of the work by
the special-operations troops, some details of the
language training aren't public.
"The military doesn't want us to talk too much
about this contract," Blanchet said.
But one thing that is public is that Blanchet's
firm won the contract even though he wasn't the
low bidder.
A report by the General Accounting Office in
2003 found that some of B.I.B.'s contract costs
are higher than in previous contracts but added,
"[Special Operations] Command officials believe
the improved quality and delivery of language
training outweigh any increased cost."
The huge military contract has dramatically
turned around Blanchet's business prospects. He is
expanding the business now, moved to a new
location off International Drive. He's pushing to
cater to immigrants who need to study English and
to local business owners who need Spanish. And he
hopes to win government grants to teach English to
growing numbers of immigrants.
Like them, Blanchet came to the United States
looking for economic opportunities, after a career
as a diplomat for his native Argentina that
included 10 years in Vienna and Moscow.
He settled on language instruction partly
because of his experience -- his diplomatic duties
left him fluent in several languages. And also
because he saw an opportunity in Orlando in the
1990s, with large numbers of immigrants and
visiting students eager to study English to
increase their earning potential.
And Central Florida, with its diverse
population, was also ripe with native speakers of
languages from around the world.
"In Orlando, you can find someone who speaks
almost any language in the world," Blanchet said.
He and his partners won a franchise from
Berlitz, and the business grew quickly until the
Sept. 11 attacks.
Many of his best clients were the children of
the wealthy who were willing to pay well to send
their kids to study English in Orlando.
"There are parents, especially in Europe and
eastern Europe, who want to send their kids here
to study," Blanchet said. "And they have the money
to do it. But after 9-11, it was very difficult to
get a visa. Some of the parents would tell me:
'I'm not going to waste my time trying to get a
visa to the U.S. I'll just send my child to Malta
or to England to study.' "
While the military contract turned his
company's fortunes around, it happened in a way
Blanchet never expected. He never planned to
create a business based on more than 100
instructors teaching soldiers at military bases
hundreds of miles from his office.
And he never expected to be providing a
critical skill for special-operations troops who
are on the front lines of the wars in Iraq and
Afghanistan.
"It's good to know that we're teaching them
skills they need, that it's important work,"
Blanchet said.
But even three years later, Blanchet still
marvels at the turnaround in his company's
prospects.
Just when times looked most bleak, he said,
"Here we are, given this wonderful opportunity."
Roger Roy can be reached at
rroy@orlandosentinel.com or 407-420-5436.
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