Hi. I also live in Central FL and just ordered our first spa about 2 weeks ago. I shopped around for about a month and tried to do educate myself as best as I could, via websites like this one. Here's what I found from my experience:
Hotsprings - great dealer, great product. I really would've loved to have bought a spa here, but after wet testing the 2 models I could afford, they really just didn't fit my body the way I wanted.
Sundance - great product, so-so dealer. They were way over-priced (based on what folks on this board paid for their spa) and the salesman also didn't seem very knowledgeable. In fact, I seemed to know more about his product from my research than he did! They only had 2 spas that you could wet test and they really didn't make it easy to do so. They made me feel pretty uncomfortable about even asking! Also, I really wanted to try the Bahia and they didn't have one on the floor at all.
Master spa - completely crazy experience! Apparently, the dealer is a husband/wife team. The husband seemed to know alot, but the wife kept interjecting and the husband would correct her. I asked her for several prices and everything she wrote down was wrong. The husband took a look and said, "No honey, that one's $12,500 not $7500! Needless to say, I wouldn't feel comfortable buying anything from them!
Caldera - worst dealer I could imagine. They're like the sleaziest car dealer I've ever encountered times ten! They were the "what can I do to get you in spa today" type. I would never buy from that place!
Vita - this is where I ended up buying. I know a lot of people on this board don't have them or aren't familiar, but they got good ratings on poolandspa.com and had a great warranty. Also, they had the no-bypass filtration and other features I was looking for. Most importantly - this one felt the best to me!
Sorry for the long post, but I just thought I'd let you know what I found. Good luck and let me know if I can help!