Episode 344:

Liza Ochsendorf is the Director of Workforce Development for Warren County, NY. She oversees the county operations of WIOA Title programs in the Warren County Career Center and works closely with local and regional partners to address barriers to employment, such as child care, housing, transportation, skill deficits, etc. Her work addressing local industry needs has led to stronger private-public sector partnerships to problem-solve collaboratively for short and long-term solutions to workforce challenges.

Her passion for workforce development and economic development is rooted in community collaboration, effective communication, and clear goals and desired outcomes for all stakeholders. Liza has 14 years of experience working in education in Washington, DC, where she oversaw Life Skills programs and was instrumental in implementing restorative practices to build community and improve student outcomes.

Liza is a graduate of Syracuse University and resides in Glens Falls, where she serves on the Board of Directors for the Tri-County United Way, the Executive Board for the Saratoga-North Country Continuum of Care, the Park Theater Foundation Board of Directors, and is a member of Greater Capital Region Women United.

On this Destination on the Left episode, I talk with Liza Ochsendorf, who shares her insights into managing the current workforce shortage. She highlights some of the creative ways that she is helping her community address workforce shortages and the ways she is helping hospitality businesses reach the youth population, improve retention, and help with training to feed the workforce pipeline in the hospitality industry.

What You Will Learn in this Episode:

• The importance of youth involvement in job fairs and workforce development
• Why we should be rethinking job postings and descriptions to focus on skills rather than only experience
• How we can embrace AI and automation in the workforce for those tasks that don’t need a human touch
• Ways DMOs can overcome barriers for people with disabilities, justice-impacted individuals, and veterans to enter employment
• Liza also shares some of her creative strategies for addressing long-term workforce shortages, including incorporating flexibility and hybrid work schedules in roles

The Challenge of Long-Term Workforce Shortages

Liza highlights the long-term challenge of workforce shortages, which are not only a result of the pandemic but also due to factors such as the younger generation having fewer children than currently retiring baby boomers. Liza emphasizes that the common narrative suggesting people don’t want to work isn’t true, as the data shows that the labor participation rate has actually recovered and is currently at its highest point since January 2007.

She explains that the pandemic has caused a shift in people’s work preferences, with a greater desire for flexibility and hybrid work schedules. As a result, there has been a decrease in people working in public-facing industries and an increase in individuals starting their own businesses.

Highlighting Your Skills

In response to the workforce shortages in the hospitality and tourism industry, Liza shares various creative strategies implemented by Warren County. These strategies include hosting engaging high school job fairs and providing a hospitality training program. The program, known as PUSH, or “Pathways Up for Success and Hospitality,” guarantees participants an interview with a local hospitality business. The county also puts time and resources into retention strategies, encouraging businesses to be great employers and providing opportunities for growth and advancement.

AI and Automating Jobs

Liza also shares valuable insights on harnessing AI and automation to enhance workforce efficiency and highlights that while AI is not expected to replace jobs requiring human interaction, it can significantly contribute to filling roles where human contact is not essential.

This opens up opportunities for streamlining tasks and improving efficiency across various industries. As businesses adapt to these new technologies, Liza encourages employers, particularly in the travel and tourism niche, to explore creative ways to leverage AI for increased productivity.

Resources:

• Website: https://thejoblink.org/
• For More Info: https://thejoblink.org/resources/
• LinkedIn: https://www.linkedin.com/in/liza-ochsendorf-87b809202/
• Demographic Drought Report
• Bureau of Labor Statistics Report

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Episode 343:

Tammy Blount-Canavan’s career has spanned 30+ years and two countries, including executive leadership at Tourism Vancouver, CEO of the Tacoma Regional CVB, architect and inaugural Chair of the Washington Tourism Alliance, President and CEO of the Monterey County CVB, and now President and CEO of Visit Seattle.

Tammy is a Past Chair of Destinations International. Tammy has been recognized as CEO of the Year, one of the 25 Most Influential People in the Meetings Industry, twice as one of the top 25 Most Influential Women in the Industry, Leadership Supplier of the Year in the Meetings Industry, Top 100 Most Inspirational Women in the Meetings Industry, CSUMBs School of Business 2018 Community Leader of the Year, won the Global Leadership Award from Destinations International and IMEX and in 2023 is being inducted into the Smart Women in Meetings Hall of Fame.

In this episode of Destination on the Left, I talk with Tammy Blount-Canavan about some of Visit Seattle’s ingenious campaigns, such as rain booths in Arizona and coffee shop takeovers, which embody the unique character of Seattle. She describes how the community built a city-wide selling strategy to expand the conventions market. Tammy also shares some of the community and wider partnerships they’re involved in and how they help make the tourism industry successful.

What You Will Learn in this Episode:

• Some of the directions you can go in when you build a career in travel and tourism marketing
• How Visit Seattle promotes the values of their community when they’re out and about at shows
• Some of the creative ways they share more about their communities’ benefits including a rain booth in Arizona and coffee shop takeovers
• The challenges that COVID-19 threw in Visit Seattle’s path and how they have overcome them by collaborating on a city-wide selling strategy
• How they make partnerships successful by talking about what they want to accomplish, how they plan to get there, and how they make sure stakeholders have complementary skills

Innovative Marketing Experiences

We spotlight the innovative approach to destination marketing taken by Visit Seattle this week. Rather than solely relying on traditional tactics like purchasing ads and attending trade shows, they put a unique spin on destination marketing by creating fun and memorable experiences at events that underscore their core values.

Visit Seattle has a knack for adding creative twists to their campaigns; last summer, they introduced a ‘rain booth’ in California and Arizona. This structure sprinkled light rain, allowing people to experience Seattle’s famous ‘cozy season’ amidst the summer heat. Participants could even create their own movie posters as though they were in Seattle, sparking conversations about the city’s unique charm.

In addition to these fresh marketing strategies, Visit Seattle capitalizes on the wealth of local celebrities and athletes who take pride in sharing the story of their city. Their ongoing “I Know a Place” campaign features local residents expressing their love for Seattle and its hidden gems. This not only highlights iconic locations but also unveils lesser-known aspects of the city.

Exemplifying Core Values

We also discuss how Visit Seattle shares how their core values—innovation, creativity, and inclusivity— not only shape their city but also their marketing strategies. Inclusivity, for instance, is manifested through partnerships with Seattle Bank and Interventionalist, supporting traditionally underrepresented BIPOC-owned businesses.

Sponsorships enable people to experience these businesses firsthand, with Visit Seattle highlighting them in their campaigns. This demonstrates a proactive approach to diversity, actively working with these businesses to tell their stories instead of merely stating the presence of diversity.

Creativity is another cornerstone of Visit Seattle’s approach. The city boasts the title of the glassblowing capital of the world, second only to Italy, and hosts an annual festival named Refract, a month-long celebration of local and renowned glass artists. Along with Refract, they organize Cloudbreak, focused on music, and Museum Month, both of which showcase Seattle’s vibrant arts scene.

Their third core value, innovation, is encapsulated in Seattle’s identity as the birthplace of global tech giants like Microsoft and Amazon, retail powerhouse Costco, and numerous other innovative ventures. This value traces back to the World’s Fair six decades ago that birthed the iconic Space Needle, highlighting the city’s longstanding history of groundbreaking ideas. Their commitment to these values is exemplified in events like the recent Pride Parade, reinforcing that inclusivity in Seattle goes beyond words—it is deeply rooted in the population’s values. Through these unique approaches, Visit Seattle is not just selling a destination but narrating an authentic story of a community that thrives on innovation, creativity, and inclusivity.

Resources:

• Website: https://visitseattle.org/
• LinkedIn Personal: https://www.linkedin.com/in/blountcanavan/
• LinkedIn Business: https://www.linkedin.com/company/visitseattle/
• Facebook: https://www.facebook.com/visitseattle
• Twitter: https://twitter.com/VisitSeattle
• Instagram: https://www.instagram.com/visitseattle/

Episode 342:

Kurt Krause currently serves as the President and CEO of Visit Norfolk, joining in 2019. He is responsible for directing the effort to improve the quality of life for all residents through the economic and community benefits of tourism. His history in the hotel industry spans over 37 years, including 21 years with Marriott International, eight years with Aramark, and four years with Gold Key PHR. Arriving in Norfolk in 2014, he led the pre-opening efforts of Hilton Norfolk – The Main, followed by re-opening the historic Cavalier Hotel and Cavalier Beach Club in Virginia Beach.

As well as his career in the hotel industry, Kurt served our Country initially as a Loaned Executive for the Transportation Security Administration. As a founding member of the largest start-up of any private or public organization, he was specifically responsible for many of the consumer-oriented deliverables. For his effort in the participation of founding the agency, in addition to the consumer element, he was recognized with the Department of Transportation Distinguished Service Medal by Secretary Norman Minetta in 2002. Kurt then joined his alma mater, Virginia Tech, as Vice President of Business Affairs; responsibilities included Facilities, Personnel, VT Police Department, Department of Environmental Health and Safety Services, Office of the University Architect, and Real Estate Management.

On the personal side, after enjoying 20 years of playing amateur baseball (2003-2023), winning two national championships, Kurt found enjoyment on stage, participating in the Hampton Roads Dancing with the Stars, performing with the Virginia Opera, and with Hurrah Players in Annie (2018) and Dames at Sea (2019).

On this episode of Destination on the Left, I talk with Kurt Krause about how Visit Norfolk is revisiting a successful collaborative campaign from 2020 to see how they can apply those learnings to new need areas. He shares more about the “City with Bite” and how it has led to engagement with the local community in addition to visitors. Kurt also highlights current plans to tell the authentic history of Norfolk through a program called Pathways to Freedom, which tells the story of the Underground Railroad, recognizes the harrowing experiences of those who sought freedom, the individuals and institutions that aided them, and the historical locations that played a part in their journey.

What You Will Learn in this Episode:

• What Visit Norfolk is doing to break through the noise of a crowded travel and tourism market, including a collaboration with Virginia Beach that generated $6 million of hotel business in the summer of 2020
• How can we apply insights gained during the COVID-19 pandemic to keep us moving forward as DMOs in new periods of need
• Why those that keep their marketing going and continue connecting with their audience, even when times are tough, recover faster when a crisis hits
• How the “City with Bite” series started, how they produce and market it, and how they envision making it financially sustainable
• Kurt shares one of the projects that Visit Norfolk is proud of right now, including how they recognize the city’s problematic history and sensitively tell the authentic story of enslaved people in the area

The “City with Bite” Initiative

Kurt discusses the often overlooked but crucial role residents play in destination marketing. It’s not solely about attracting out-of-town visitors but also engaging the locals in the activities and experiences the city offers. He shares more about the “City with Bite” initiative, a restaurant series now in its third season, which was invented to motivate residents to patronize local eateries again.

The “City with Bite” series has rejuvenated the local culinary scene and enhanced residents’ understanding and appreciation of the visitor economy. One distinctive feature of the “City with Bite” series is the inclusion of restaurant customers in their episodes. They are invited to share their experiences, reminiscences, and thoughts about the highlighted restaurants, fostering a deeper connection between the local community and the city’s gastronomic landscape.

Sharing Untold Stories

Kurt also shares some of the upcoming projects Visit Norfolk is undertaking that he’s particularly proud of. For the last two years, the team has been working on a project based on “Pathways to Freedom,” a book by Dr. Cassandra Newby Alexander that narrates the tale of the underground railroad in Norfolk. This venture aims to tell the untold stories of those who braved the perilous journey to freedom, a narrative often eclipsed by more popular accounts like those of Pocahontas and Captain John Smith.

Through this project, Visit Norfolk aims to shed light on the harrowing experiences of those who sought freedom, the individuals and institutions that aided them, and the historical locations that played a part in this journey.

One of the most fascinating things about this initiative is the use of augmented reality (AR) to bring these historical narratives to life. For example, the technology can help recreate the imagery of the tunnels under St. Mary’s Basilica, where the enslaved were known to escape. It can also show places such as the slave jail or warehouses that no longer exist. The goal here is to foster an understanding of the city’s history and how it has progressed, not perfectly but significantly, towards becoming a diverse and inclusive community.

Resources:

• Website: www.Visitnorfolk.com
• Facebook: https://www.facebook.com/VisitNorfolkToday
• Instagram: https://www.instagram.com/visitnorfolkva/
• Twitter: https://twitter.com/VisitNorfolkVA
• Youtube: https://www.youtube.com/user/VisitNorfolkVirginia
• When This Is Over – VisitNorfolkVA – YouTube
• Together At Last, Norfolk-Virginia Beach – YouTube
• Together At Last Review
• The City with Bite: https://www.citywithbite.com/brothers/
• Last Stop to Freedom

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Episode 341:

This week the show is at Tap Dance, organized by the Travel Alliance Partners, where the focus is on the power of collaboration, connections, and partnerships in the travel and tourism industry.

Through conversations surrounding the Tap Dance 2023 travel conference and real-life experiences, my guests share a deep appreciation for the importance of working together, building strong relationships, and leveraging partnerships to create impactful travel experiences. From creating joint itineraries to forming pod partnerships, this episode explores how collaboration and teamwork can elevate the industry and provide operators with valuable pre and post-trip experiences. Get ready for an inspiring and informative discussion that highlights the transformative power of collaboration in the travel trade segment.

• Todd Read: Trade and Consumer Sales Manager at SoIN Tourism
• Timothy Cave: Owner of ITG Travel
• Stacey Warren: Director of Sales and Marketing at The Maine Tour Connection
• Micheal Collins: Development Consultant at Nebraska Tourism Division
• Marlene Kay Smith: Group Sales Manager with Traverse City Tourism

Insights from the Tap Dance

We hear from five amazing travel and tourism leaders, including Todd Reed, Tim Cave, Stacey Warren, Micheal Collins, and Marlene Smith, who provide insights on the Tap Dance show and partnerships in the industry.

Todd Read: Trade and Consumer Sales Manager at SoIN Tourism

“Collaboration is the key,” according to Todd. He discusses the importance of collaboration and partnerships in the industry and shares his experience of how trust and communication are crucial in building successful relationships with partners. Todd also emphasizes the value of attending travel conferences, such as Tap Dance, to network, exchange ideas, and learn from other professionals in the field.

Timothy Cave: Owner of ITG Travel

Timothy shares his own experience working with various partners and tour operators in Nebraska, emphasizing the need to go where the operators are and get to know people. He also talks about the benefits of attending shows and networking with others in the same line of work. Timothy believes leveraging partnerships and learning from others is crucial for success in the tour operator industry.

Stacey Warren: Director of Sales and Marketing at The Maine Tour Connection

Stacey talks about what partnership means to her, and why it’s the number one thing you need in this industry. She dives into a partnership she and neighboring DMOs have set up that enables visitors to learn more about Maine and the surrounding region. Stacey also highlights the significance of networking at events like Tap Dance, where industry professionals can learn from each other and exchange ideas.

Micheal Collins: Development Consultant at Nebraska Tourism Division

I loved hearing more about the collaboration between Nebraska and Wyoming and how they built an itinerary based on the Western heritage of cowboys and Native Americans. He also discusses why his word for Tap Dance is ‘wonderful’ because of its family feel and commitment to helping travel industry professionals build significant, long-lasting relationships.

Marlene Kay Smith: Group Sales Manager with Traverse City Tourism

Marlene describes why for her, partnerships are very much a two-way street, which sometimes might benefit one person more at one time, but which always even out in the end. She highlights the importance of respecting one another as fellow knowledgeable professionals. Marlene also talks more about Circle Michigan, a partnership that has lasted 40 years because everyone involved understands that they’re better together.

I hope you enjoyed the second episode of our special two-part series from Tap Dance, where we dive into the world of this unique travel conference, where collaboration, partnership, and connection are at its core. From intimate conversations and learning from colleagues in the tourism industry to exploring new trends and expanding networks, Tap Dance provides invaluable experiences and professional growth opportunities. I loved that our guests shared their insights on the importance of working together, forming strong relationships, and leveraging partnerships to create successful events and promote destinations.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/