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Destination On The Left

Destination On The Left is a podcast focused on the travel and tourism industry that explores successful collaborations, creative marketing ideas and best practices. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry. We explore consumer marketing programs and travel trade marketing programs. This podcast provides an opportunity for professionals in the travel & tourism industry to share what they have learned and successes that they have achieved.
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Now displaying: August, 2022
Aug 31, 2022

For the second episode in a special two-part series of Destination on the Left episodes, I talked to ten inspiring leaders in the world of destination marketing all about successful partnerships that their destinations are taking forward into the post-pandemic world. My interviewees also share the most significant challenges they are facing today and how they are moving through them creatively to serve their residents, visitors, and partners alike. I’m excited to share these mini-interviews, and I hope you find them as fascinating and insightful as I did.

In this episode, you’ll hear from these extraordinary leaders:

  • Louise Bishop – President of South County Tourism Council in Rhode Island
  • Olivia Novak – Marketing Manager with Discover Lancaster, Pennsylvania
  • Paul Nursey – CEO of Destination Greater Victoria, BC
  • Racene Frieda – CEO of Glacier County Regional Tourism Commission in Montana
  • Rachel Ludwig – CEO of Tourism Canmore Kananaskis in the Canadian Rockies
  • Rachel Riley – Associate Vice President of Communications for the Valley Forge Tourism and Convention Board
  • Rebecca McKenzie – President and CEO of the Culinary Tourism Alliance
  • Sarah Hughes – Vice President of Marketing and Communications at Visit Norfolk
  • Scott McCray, President, and CEO of Fairbanks Alaska
  • Stuart Butler – Chief Marketing Officer with Visit Myrtle Beach

Stories of Inspiring Partnerships at the Destinations International 2022 Annual Convention

I love coming to the Destinations International Annual Convention because it provides a unique opportunity to come together as marketing specialists, network, share ideas and discuss our wins and our challenges. I asked each of my guests this week to share the word that they would use to describe the convention, and each of these wonderful leaders shared a word or idea that really encompassed the experience of attending the event, from ‘opportunity’ to ‘camaraderie.’ I was also excited to learn about the creative partnerships all of the destinations represented in this show have built to move forward.

Louise Bishop of South County Tourism Council

Lousie joins me to share why she feels it is so important for her destination to partner with environmental and coastal resource management organizations, in addition to the cities and towns that make up the South Country region. She also discusses techniques she uses to get all of the stakeholders in a project on the same page and going in the same direction.

Olivia Novak of Discover Lancaster

Olivia is one of the Destinations Internations 2022 30 under 30 honorees, and she joins me to discuss the key partnership her organization started with the Lancaster Farmland Trust, food producers, and local restaurants to promote an amazing restaurant week in Lancaster that became a win-win for everyone and enabled all of the partners to realize their goals.

Paul Nursey of Destination Greater Victoria, BC

Paul and I talk about Destination Greater Victoria’s goal to lead the recovery from the COVID-19 pandemic in a sustainable way. He shares the details of the Impact Sustainability Conference that his destination launched and how and why it has become a leading international conference.

Racene Frieda of Glacier County Regional Tourism Commission

Racene tells us all about the challenges her destination faced during the COVID-19 pandemic when a whole new type of visitor discovered the state of Montana as a desirable destination and how the solution to managing these unexpected tourists resulted in new public-private partnerships that have lasted beyond the pandemic.

Rachel Ludwig of Tourism Canmore Kananaskis

Rachel shares how her DMO in the Canadian Rockies started up as a new destination and why forming a new destination marketing organization intent on building a solid foundation of trust in the community and partnerships takes time, effort, and skill. She also shares why her words to describe the Destinations International Convention are ‘opportunity’ and ‘connection.’

Rachel Riley of Valley Forge Tourism and Convention Board

Rachel highlights the importance of partnerships in destination marketing and shares how a collaboration between the County Commerce Department, Chambers of Commerce, and the Tourism Office created the ‘Make It Main Street’ campaign and hashtag as a way to help the community out of the pandemic and boost local businesses.

Rebecca McKenzie of the Culinary Tourism Alliance

Rebecca shares how the Culinary Tourism Alliance, a not-for-profit Destination Development Organisation based in Toronto, Ontario, works with member destinations to help them grow partnerships. She also very rightly points out that those authentic partnerships are the key to creating those unforgettable experiences that the consumer is looking for.

Sarah Hughes of Visit Norfolk

Sarah tells us all about the City with Bite video series that Visit Norfolk launched and why it’s doing so well that they’ve just finished filming their second season. She discusses why her destination was inspired to focus on a chef-owned restaurant in each show highlighting everything from why they opened a restaurant in Norfolk to their specialties in the kitchen.

Scott McCray of Fairbanks, Alaska

I was excited to hear all about how the Tourism Office and Chamber of Commerce in Fairbanks rallied up their business partners and members of the local community to participate in positive picketing by holding pep rallies outside of local hospitals during shift changes to show support and thanks for health care workers during COVID-19. Scott shares their behavior’s effect on hospital staff and why the business community was inspired to take action.

Stuart Butler of Visit Myrtle Beach

Stuart shares how his team rallied the brilliant people in the agencies that his organization at Visit Myrtle Beach works with, who are used to working in siloed organizations to perform cross-functionally. He goes on to explain how connecting people and organizations has led to better problem solving, more efficiency, and more effective campaigns.

Challenges and Silver Linings

In all of these mini-interviews, I asked similar questions about some of the challenges that destination marketing organizations face. Many of my guests cited workforce as being an issue they needed to put time and thought into currently, and although that didn’t surprise me, frankly, I was wowed by the breadth of creativity that the travel and tourism community is putting into solving the problem – and some of the unexpected positive side effects of that creativity. We also discuss the importance of partnerships to DMOs, and they shared their predictions for the future of the travel marketing industry.

I hope you enjoy the second part of the two-part Destinations International 2022 Annual Convention series. I’m excited to share it with you.

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/

Aug 24, 2022

For this first episode in a special two-part series of Destination on the Left episodes, I visited the Destinations International 2022 Annual Convention and spoke with several attendees who are experts in the travel and tourism industry. These convention attendees share valuable insights, and the common thread woven through our conversations was the importance of building strong relationships and partnerships for the future of destination marketing. I’m excited to share these mini-interviews, and I’m sure you’ll find them invaluable in navigating your destinations’ challenges. The brilliance each of these leaders shared is certain to be invaluable as we continue to navigate the pandemic.

In this episode, you’ll hear from these extraordinary leaders:

Insights on the Future of Destination Marketing at the Destinations International 2022 Annual Convention

The Destinations International Annual Convention is a memorable industry event that brings together marketing specialists focusing on the travel and tourism industry to exchange ideas, share strategies and forge relationships. In 2022 the convention continued to focus on cultivating the need for marketers to take an innovative approach to overcoming the problems the industry has faced over the last two years and how they can continue to serve their communities. I was delighted to be able to speak to ten experts in the field about building successful partnerships, how to move through shared challenges, and get their insights on what they think the future of destination marketing will look like.

Barry Biggar of Visit Fairfax

Barry shares how the creation of the Northern Virginia Visitors Consortium has helped Visit Fairfax tap into visitors to Washington DC and how together, they can make a more significant difference in their region. He goes on to describe what Visit Fairfax does to continue to be relevant and the valuable lesson about connecting with the residents of the local communities that the pandemic taught them.

Beth Gendler of Gulf Shores and Orange Beach Tourism

Beth shares a recent example of a partnership with the local Fire Department Beach Safety Team that has worked well for her organization to improve the beach experience for visitors to the area. She also shares why workforce development is a problem for Gulf Shores and Orange Beach Tourism, how the pandemic exacerbated the problem, and their amazing education solution enabling them to move through the challenge and still provide their fabled southern hospitality.

Celestino Ruffini of Visit Beloit

Celestino explains the number one challenge for Visit Beloit, why community engagement is so low, and how his team is trying to ensure that residents feel connected to the travel and tourism industry. He highlights the reasons why he would use the word ‘visionary’ to describe the Destinations International Annual Convention, not least because of the wonderful opportunities to share plans and strategies with others in the travel and tourism industry.

Dave Herrell of Visit Quad Cities

Dave details how Visit Quad Cities has collaborated to elevate their community by aligning more strongly with the Chamber of Commerce to create a tourism master plan through their new regional brand initiative, QC, That’s Where. We also discuss why the Destinations International Annual Convention is a fantastic chance to connect with colleagues and take back so many valuable golden nuggets of information, inspiration, and insight to his community.

Deana Ivey of Nashville Convention and Visitors Corp

Deana discusses why the key to partnerships is going into it as a long-term relationship, not just a one-off. She shares why her organization goes into relationships like they’re a marriage to be in it together and help each other out and describes why Jack Daniels has been a fantastic partner of the Nashville Convention and Visitors Corp for 30 years. We also dive into why a large part of the future of the travel and tourism industry includes ensuring residents are happy and proud that there’s tourism in their locations and creating a balance that benefits the community and visitors alike.

Dominic Bravo of Visit Cheyenne

Dominic and I discuss the power of partnership, and he shares how Visit Cheyenne created their plan, engaged with partners on their vision, and put their plans into action as a team. Dominic also highlights the importance of being nimble and dynamic as a destination marketing organization and describes why he views the Destinations International Annual Convention as a game changer for marketers.

Jason Outman of Explore Branson

Jason talks with me about how Explore Branson works closely with one of their largest developers Bass Pro, and why an emphasis on relationships has led to a broader vision for the entire region. We discuss why funding is the number one issue facing Jason’s organization currently, how they are overcoming the challenge, and continuing to advocate for their community.

Kelly Groff of Visit Montgomery

Kelly joined me to share how the pandemic contributed to Visit Montgomery building critical, long-lasting relationships and how that opportunity paved the way for the future of how they plan and approach their marketing and strategies together. She also digs into what she sees as the future for destination marketers and why she feels the Destinations International Annual Convention is bringing sunshine to the travel and tourism industry.

Lance Woodworth of Destination Toledo

Lance and I talk about the importance of clear expectations of what the goals are when partnering or collaborating. We discuss how to measure success and ensure that everyone is on the same page regarding the project. He also emphasizes the power of partnership when hosting large-scale events and shares the story of how his destination hosted the Solheim cup in 2021.

Lindsey Steck of Visit Pensacola

Lindsey, Destinations International 30 under 30 honoree, shares her insights on why destination marketers must be connected to their local community in order to tell the unique stories of the businesses and experiences that are found there. She describes why she believes that the future of destination marketing organizations hinges on their ability to continue being dynamic and engaging with others.

The Future of DMOs

All our visionary leaders shared why they believe that the future of successful destination marketing organizations lies in their ability to be flexible. We discuss the myriad ways in which relationship building has helped marketers do their best to serve the communities that they live in.

I hope you enjoy this first part of the two-part Destinations International 2022 Annual Convention series. Next week, we’ll catch up with several more exemplary leaders to dive into how they have overcome the challenges of the past two years, their vision of the future of destination marketing, and the importance of bringing the community with them in their mission.

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/

Aug 17, 2022

Thomas Dunne is the founder and CEO of STQRY. As an experienced Chief Executive Officer with a demonstrated history of working in the computer software industry/SaaS Companies, Thomas is skilled in Start-up Ventures, Sales, Leadership, Emerging Technologies/Trends, and Entrepreneurship.

On this episode of Destination on the Left, I talk with Thomas Dunne about his company’s strategic initiative to grow by acquisition and how that intersects with the theme of collaboration and partnership. He also shares his knowledge about how self-guided audio tours can enhance guest experience and how easy it is to get started with offering this type of experience to visitors.

What You Will Learn in this Episode:

  • More about the technology behind offering audio guides and how to customize and personalize the customer experience
  • Why STQRY is passionate about growing the brand through international acquisitions
  • How STQRY helps their clients to use audio as a tool to enhance the experience for their customers
  • How much time it takes to curate the right stories, who should do the narration, and how to start the process of producing audio guides
  • Whether Thomas has seen the rise in popularity of podcasts impact the interest in audio guides
  • The online digital collection called Story Collect that STQRY is working on to expand their offering

Helping Destinations Tell Stories

STQRY’s tagline is ‘connecting people, places, and stories,’ and guest on the podcast Thomas Dunne explains why that resonated with him when he was building a company that makes audio guides. He shares why they spell the company’s name with a QR in the middle and how that links into their mission of providing destinations with a simple way for destinations to share their stories with visitors via whatever platform they choose.

Connecting with Visitors

Thomas explains how STQRY works as a digital storytelling platform using an app that destinations can share with visitors to enhance their experience with audio. The platform works for destinations of all sizes and supports the sharing of images and audio to create a wonderfully immersive experience that they can use to draw visitors into with their unique story.
Thomas also shares how some of their clients, from small museums to the Empire State Building, use the app to connect with their visitors.

Advice on Creating an Audio Guide

Thomas shares his advice with destinations who are interested in sharing their stories via audio guide. He describes why, although it’s helpful to have a script to keep you on track, it’s also a great idea to seek out the educator or docent who is so passionate that they make it their mission to share their destinations secrets and stories. If you record your audio in that meaningful way, it helps connect the visitor with the experience.

We also discuss how long an audio tour should be, how long you should talk during each stop on the route, and why it helps listeners if you break a story up into different, easily digestible chunks that form an overarching narrative.

Resources:

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/

 
Aug 10, 2022

Jason Jordan joined Finger Lakes Tourism Alliance in February of 2022 with a diverse background in the areas of nonprofit organization management, journalism, public relations,, and public policy consulting.

In his new role, Jason leads the organization’s multi-channel approach to public relations, social media, and communications and facilitates marketing strategies. Former places of employment include Institute for Human Services, Inc., Gatehouse Media, and Giesta Racalto LLC. Jason is a Political Science/Political Philosophy alumnus of Syracuse University. He is a native of Hornell, NY and now lives with his wife and son in Bath, NY. The entire family is avid “Finger Lakes people.”

On this episode of Destination on the Left, I talk with Jason Jordan about the creative projects that the Finger Lakes Tourism Alliance are involved in to promote their destination in New York State. We discuss how they are standing out in a crowded post-COVID travel market and encouraging visitors to spend time in the region. Jason also shares how the FLTA is using partner programs to build an engaged network of brand supporters.

What You Will Learn in this Episode:

  • How an unexpected health issue changed Jason’s career trajectory and how it subsequently brought him to tourism
  • Fresh and innovative ways that the FLTA are leveraging to stand out from the crowd and promote the uniqueness of their destination
  • The importance of building sustainable models of travel and tourism as we go forward and how the FLTA is using data to accomplish that
  • Why the designation of the National Heritage Area will mean so much to the Finger Lakes region and some of the specific things Jason is particularly excited about
  • Some of the wonderful collaborations that Jason and his team have been involved in, including their participation in the AAA and CAA information and brochure exchange program
  • Why Jason believes there has been a marked shift by destination marketing organizations in the post-pandemic world towards collaborative projects

How FLTA Stands Out From the Crowd

Jason highlights the FLTA’s enthusiasm for the concept of coopetition. He explains why having in many services and businesses promoting the Finger Lakes in several different ways all at the same time works fantastically to draw in visitors. One way the FLTA stands out in this crowded travel and tourism market is by drawing on their long history in travel and tourism.

The Finger Lakes Tourism Alliance has been around since 1919 which makes them one of America’s longest-running destination marketing organizations. They are an association of over 700 tourism-reliant and hospitality-based businesses, and span 14 counties in 9000 square miles. Jason shares why he has been digging through articles in the FLTA archive to inform how to communicate their point of differentiation through their social media campaigns.

The Importance of Data

Collecting data is a critical part of understanding the story of the visitor economy, particularly when there have been ups and downs as in recent years. Jason shares with us some of the key industrial indicators that FLTA are looking at to help guide them in how widely they can expand drive traffic right now.

Partnership Planning

Jason describes some of his lessons learned and gives his advice on how to make a partnership successful. His best practices in getting a getting a collaboration off the ground successfully hinge on keeping planning simple, keeping it regular, and making it engaging.

Everybody should know what the expectations are coming in, and it’s absolutely critical not to over promise. and underdeliver when it comes to building partnerships.

Resources:

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/

Aug 3, 2022

Professor Joe Conto:

JoeConto is a Professor at Paul Smith’s College in the Northern Adirondacks of New York State. He has nearly 40 years of experience in the hospitality industry in all facets, from food & beverage and events to high-end lodging and country club management. After visiting the Frankenstein Wax Museum in Lake George, New York, he proclaimed that he wanted to live in a tourist town for the rest of his life. His hospitality industry career has allowed him to fulfill that dream with stops in Las Vegas, Martha’s Vineyard, Old Montreal, Jupiter Island, and now, Lake Placid. For the last 15 years, he has shared his knowledge of the industry with students and connected them with the broad range of career choices available to those interested in the world of hospitality and tourism through experiences both in and out of the classroom. Outside of his academic life, Professor Conto also teaches and performs improv comedy at the Lake Placid Center for the Arts and Montreal Improv Theatre.

Professor Eric Holmlund:

Ph.D. in Environmental Studies, Director of Graduate Studies, Instructor of Sustainable Nature Based Tourism

Dr. Eric Holmlund is a member of the Graduate Faculty and Department of Environment and Society at Paul Smith’s College. He holds a Ph.D. in Environmental Studies from Antioch University New England, an M.S. in Teaching from SUNY Potsdam, an M.S. Ed. in Outdoor Recreation from Southern Illinois University, and a B.A. in English from Dartmouth College. From 2000 to 2019, Eric founded and directed the Adirondack Watershed Institute Stewardship Program, which is New York State’s largest aquatic invasive species spread prevention and education program dedicated to protecting the natural heritage of Adirondack rivers, ponds, and lakes. Since 2014, Eric has co-directed a collaboration between Paul Smith’s College and the Tosco-Emiliano Biosphere Reserve in northern Italy, focused on sustainable tourism and community identity. He has served as a wilderness recreation leadership instructor for Outward Bound and the Wilderness Education Association. He is a steering committee member of the Paul Smith’s College Global Center for Rural Communities and the Champlain Adirondack Biosphere Network (UNESCO Man and Biosphere Program).

Associate Professor Kelly Cerialo:

Dr. Kelly L. Cerialo is an Associate Professor and Program Coordinator in the Business and Hospitality Department at Paul Smith’s College and Program Coordinator for the new Master’s in Sustainable Tourism. She is the Co-chair of the UNESCO Champlain-Adirondack Biosphere Reserve (New York/Vermont), a steering committee member for the U.S. UNESCO Biosphere Network, and founder/focal point for the U.S. Biosphere Reserve Youth Network. She coordinates international student exchanges with a focus on sustainable tourism and community development in UNESCO Biosphere Reserves in Italy, Canada, South Africa, and the U.S. She is the co-founder of the Adirondack to Appeninno Sustainable Parks and Communities Project – an international sustainable tourism initiative between the Appennino Tosco-Emiliano Biosphere Reserve in Italy and the Champlain-Adirondack Biosphere Reserve. Kelly received the David H. Chamberlain Excellence in Teaching Award in 2019 and Faculty Member of the Year at Paul Smith’s College in 2018. Kelly has presented at United Nations and UNESCO conferences in the U.S., Canada, Europe, and Africa. Kelly has a Ph.D. in Leadership and Change from Antioch University, a Master’s in Leadership and Change from Antioch University, a Master’s in Communication Management from the Annenberg School of Journalism and Communication at the University of Southern California, and a Bachelor’s in Public Relations/Mass Media Communication from The College of New Jersey. Research interests include the social impacts of tourism and sustainable tourism in UNESCO Biosphere Reserves.

On this episode of Destination on the Left, I talk with three college professors — Professor Joe Conto, Professor Eric Holmlund, and Associate Professor Kelly Cerialo. This week’s discussion focuses on sustainable tourism and how it links into the new Master’s program that Paul Smith’s College offers. My guests share the inspiration behind launching the new program and their vision for how it will support the long-term professional education of those in the travel and tourism space.

What You Will Learn in this Episode:

  • Why everyone is so excited about the new Master’s program in Sustainable Tourism Management
  • Why sustainability is a thread that’s woven through many of the courses at Paul Smith’s College
  • Who the program is for, including mid-career professionals and people newly out of their undergraduate education who want to gain an environmental credential
  • When you can apply to the new Master’s program
  • The importance of balancing out the social, economic, and environmental impacts of tourism
  • How the current Paul Smith’s College students are receiving the idea of this new program
  • What sparked the idea and gave the team their inspiration for the new program

Studying Sustainable Tourism Management

What’s unique about the model that Paul Smith’s College has built for their brand new Sustainable Tourism Management Master’s is that it is a low residency model which enables people from various backgrounds and industries to join. Professor Kelly describes the types of students that they are expecting to enroll in the new degree, from mid-career professionals interested in learning more about sustainability who may or may not currently work in the tourism sector, to entrepreneurs working in a tourist destination who are interested to learn more about sustainability, to recent graduates in the travel and tourism sector.

Sustainability is a Headline Theme

Sustainability is something that the current students at Paul Smith’s College have in mind all the time. Professor Kelly shares more about why the upcoming generation of travel and tourism professionals is drawn to sustainability as a headline theme.

Professor Paul shares his discussions with former students who are out in the workforce about their interest in returning to further study, focusing on sustainability because it is an area they see as the future but also personally important to them. One of the most significant shifts he has seen over the last 10-12 years is the genuine belief that sustainability is a necessity in every industry.

Inspiration for the New Program

Professor Eric discusses why Paul Smith College is launching the Sustainable Tourism Management Master’s and why they feel that now is the right moment to include the new program in the offering. All three guests share their pleasure that sustainability really is a leading issue in the consciousness, psyche, and future strategy of students graduating in the last ten years. They highlight that sustainability is more than a buzzword; it’s a strategy for both surviving and flourishing into the future.

Resources:

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/

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