Jennifer J Fondrevay is the founder of Day1 Ready™, a consultancy that advises forward-thinking business leaders, owners, and C-Suite executives on how to prepare for the human capital challenges of M&A. As a Fortune 500 C-Suite “survivor” of three multibillion-dollar acquisitions, Jennifer has been on all sides of the deal equation. She saw countless growth strategies fail due to a workforce that couldn’t pivot and adapt as quickly as leadership anticipated.

When her Harvard Business Review (HBR) article “After a Merger, Don’t Let “Us vs. Them” Thinking Ruin the Company” went viral, Jennifer recognized the power and interest in a human-centric approach to business transformation, where employees are at the heart of the change. She shares her expertise as a contributor to Forbes, Harvard Business Review, Thrive Global, American Marketing Association, Middle Market Growth; and as a frequent podcast guest and keynote speaker for HR conferences, associations, and Fortune 500 companies.

On this episode of Destination on the Left, I talk with Jennifer J Fondrevay about navigating uncertainty and embracing transformation. In our conversation, Jennifer shares best practices for entering into a partnership and explores the similarities between M&A and collaboration and how the principles and processes of both can be applied to achieve success in any transformational journey.

What You Will Learn in this Episode:

• What happens when you bring two cultures together after a merger, and how to avoid some of the typical challenges
• Why it’s critical to be intentional about your values when planning a partnership
• The importance of getting past your ego when making key decisions
• Why you have to ensure that customer experience is your North Star to maximize a collaboration’s success
• Jennifer shares her wisdom for leaders and teams looking to navigate the complexities of mergers and acquisitions

Helping Partnerships Thrive

Jennifer shares valuable insights for leaders and their teams considering a merger or acquisition, emphasizing the importance of respect for the other company. Drawing on the analogy of a successful marriage, Jennifer highlights that partnerships thrive on both sides bringing out the best in each other and recognizing the value each brings to the partnership.

She stresses the need for humility and respect when entering into a partnership and cautions against letting ego drive decision-making, which can lead to unsuccessful deals. Jennifer’s advice is a must-listen for anyone looking to enter into a successful partnership.

Finding Your North Star

On the podcast, we discuss the importance of being intentional and self-aware of your value when entering into a merger or acquisition. She emphasizes the need to keep the customer at the forefront of any decision-making process, using the example of a successful acquisition where a junior product manager reminded the team to focus on the customer’s needs rather than their own egos.

Jennifer highlights that keeping the customer as the North Star can help diminish the impact of ego in business and keep teams focused on the true reason for their work. She has some great golden nuggets of wisdom that provide valuable guidance for leaders and teams looking to navigate the complexities of mergers and acquisitions.

Unique Opportunities

Jennifer emphasizes the importance of the people piece in M&A; she says that there is no specific playbook for these types of deals, as each one has its unique opportunities and challenges. However, she encourages people to be intentional and contribute to the evolution of their organization.

Jennifer suggests bringing your particular skills to the partnership, embracing uncertainty, and looking for new opportunities. She also talks about the importance of collaboration, letting go of old ways, and contributing to the new vision.

Resources:

• Website: https://jenniferjfondrevay.com/
• LinkedIn Personal: https://www.linkedin.com/in/jennifer-fondrevay/
• LinkedIn Business: https://www.linkedin.com/company/jennifer-j-fondrevay/
• Twitter: https://twitter.com/jjfondrevay
• Jennifer’s Book: Now What

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/

Welcome back to our special two-part series from the ABA Marketplace Roadshow edition! In this week’s episode, we continue our exploration of the positive energy and optimism that pervades this year’s event. We discuss a range of topics, from the importance of collaboration in creating unforgettable experiences for visitors to the growing trend of slow travel and the benefits of spending more time in a single destination. So join us as we continue to explore the future of tour and travel in this exciting and dynamic industry.

In this episode, you’ll hear from:

• Jacob Servais – Hall of Fame and Stadium Tour Sales Executive at Green Bay Packers
• Juan Pablo Suarez – Travel Trade Manager Ottawa Tourism
• Julie Dautrich – Tourism Sales Manager at Discover Lancaster
• Keith Snode – Lead Navigator (COO) at Group Travel Odyssey & Chief Operating Officer (COO)
• Kaleidoscope Adventures
• Stacy Thornton – Senior Manager, Tourism Sales Greater Boston Convention & Visitors Bureau
• Tina Mt. Pleasant – Director of Travel Trade Sales at Destination Niagara USA

Golden Nuggets from the American Bus Association’s Annual Marketplace

The American Bus Association marketplace roadshow is an annual event that brings together tour and travel professionals from across the United States and worldwide. The event is designed to provide a unique forum for networking, education, and collaboration, with a focus on the latest trends and best practices in the industry. During the marketplace, attendees have the opportunity to meet with representatives from a wide range of travel-related companies and participate in educational seminars, learn about new products and services, and build relationships with others in the field. Whether you’re a seasoned industry veteran or just starting out in the world of tour and travel, the ABA marketplace roadshow is the perfect place to connect, learn, and grow.

Jacob Servais – Hall of Fame and Stadium Tour Sales Executive at Green Bay Packers

Jacob talks about looking toward the future of the travel industry and some of the factors he is keeping a close eye on, particularly in the motorcoach and tourism sector. One of the biggest challenges that has arisen is the fluctuating gas prices. This has affected school groups, rec groups, and senior centers who rely heavily on transportation. However, partnerships and collaborations are helping to alleviate this issue. For instance, the Green Bay Packers Foundation provides a transportation grant for school groups, which not only assists in getting students to Lambeau but also supports bus companies.

Juan Pablo Suarez – Travel Trade Manager Ottawa Tourism

Juan Pablo discusses how the group travel industry is evolving and facing many challenges due to the impact of the pandemic. He shares that one of the noticeable changes is that people are looking to truly experience a destination rather than just seeing it. This means that travelers are looking for a more immersive experience and are embracing the trend of slow travel. Instead of rushing through multiple destinations in a short period of time, travelers are looking to spend more time in a few select places. This trend benefits destinations, as visitors can stay longer and explore more attractions, leading to a better overall experience.

Julie Dautrich – Tourism Sales Manager at Discover Lancaster

According to Julie, the word energizing perfectly describes the ABA Marketplace Roadshow because it has brought a new level of excitement and enthusiasm to the travel industry. The event is an excellent platform for tourism professionals to network and connect with potential clients. The sheer number of appointments and meetings, coupled with the energy and passion of attendees, creates a vibrant and dynamic atmosphere. The energy and enthusiasm at the ABA marketplace are infectious, making it an event everyone in the travel industry should attend.

Keith Snode – Lead Navigator (COO) at Group Travel Odyssey & Chief Operating Officer (COO) Kaleidoscope Adventures

The changes in the group travel industry are significant, and Keith shares why it’s so fascinating to see how things are evolving. One of the biggest changes is in how people are buying group travel experiences. Keith discusses how pre-formed groups used to work with a single group leader, and the focus was on the group as a whole rather than on the individual travelers and how COVID-19 has changed that, so now there is a unique touchpoint with each individual traveler. We dive into how the integration of technology into group travel has revolutionized the way business is done and why it’s exciting to see how these changes will shape the industry.

Stacy Thornton – Senior Manager, Tourism Sales Greater Boston Convention & Visitors Bureau

Stacy shares with me why she is so excited about what’s on the horizon for her organization, Meet Boston. She discusses how their new brand captures the city’s spirit and why she can’t wait to see how that will translate into their marketing and outreach efforts. Stacy also shares what she’s most looking forward to, including reclaiming some sense of normalcy and being able to travel freely again, explore new destinations, and meet new people.

Tina Mt. Pleasant – Director of Travel Trade Sales at Destination Niagara USA

It’s heartwarming to hear about the family-like atmosphere at ABA Marketplace. The strong relationships they have built over the years make attendees feel like they are part of a close-knit family. Tina shares how the amazing conversations that happen at the event can bring people together and create such a warm and welcoming environment. It’s clear that this feeling of camaraderie is a unique aspect of ABA Marketplace Roadshow and one that keeps people coming back year after year. It’s a testament to the power of community and how important it is to feel connected to others, especially in the travel industry.

A Positive Future

Our guests highlight how technology is rapidly transforming the sector and the exciting opportunities this presents for innovative tour and travel companies. Plus, we hear firsthand about the product development initiatives that are creating new and exciting experiences in some of the world’s most iconic destinations. As a fun way to wrap things up, I also asked each of our guests to sum up their experience of the ABA Marketplace Roadshow in just one word – listen in to hear their inspiring responses, which include words like energizing, essential, and family.

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/

For this first episode in a special two-part Destination on the Left series, I’m joining you from the American Bus Association’s Annual Marketplace in Detroit. What stands out in my interviews with the following industry leaders is how positive everyone feels about 2023 and the future of the tour and travel sector. My guests share their golden nuggets about what they are most looking forward to, the changes they see in the market, how collaboration has helped them, and trends on the horizon that they are excited to be part of.

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

• Amy DeFrancesco– National Sales Executive at Drury Hotels
• Ryan Sanders – Vice President of Operations and Sales for the Motorcoach Family of Brands
• Chelsea Lerud – Executive Director of Iowa Travel Industry Partners
• Dagny Ashley – Director of Tourism at City of Quincy
• Gary Hahn – Vice President of Marketing and Communications National Comedy Center
• Inna Cramer – Sales Director at Rocky Mountaineer

Group Travel Insight from American Bus Association’s Annual Marketplace

The American Bus Association’s Annual Marketplace is an exceptional event that brings together motorcoach and tour operators, as well as industry suppliers, providing them with an opportunity to connect and establish new relationships to advance their businesses. Recently, I had the privilege of interviewing some of the distinguished attendees at the Annual Marketplace, where I gained insights into how building partnerships and actively seeking collaborations has transformed their industry in recent years. Join me as we delve deeper into the importance of collaboration in shaping the future of the motorcoach and tour operator industry.

Amy DeFrancesco- National Sales Executive at Drury Hotels

Amy shares the importance of collaboration in the hospitality industry. She notes the rebound from the pandemic and the return of international travelers as key areas of growth. She also dives into the issues of booking window shrinkage in the industry and discusses its pros and cons, including better market awareness and pressures on the operational team.

Amy also shares her pride that Drury Hotels has been awarded the highest guest satisfaction in the upper midscale chain for the 17th consecutive year. The recent opening of their largest hotel on Disney property in December 2022 is a testament to their continued growth. Amy emphasizes that what drew them to their partners is their shared values of high standards and integrity, which makes for great collaborations.

Ryan Sanders – Vice President of Operations and Sales for the Motorcoach Family of Brands

In the travel industry, attending events and trade shows is crucial for networking and staying up-to-date with industry changes. Ryan shares his experience of attending appointments and events at the ABA conference, where he was impressed with the resilience of the industry organizations, including ABA. Despite the challenges brought on by the pandemic, these organizations have managed to survive and support their members, ensuring that industry professionals can continue to connect and collaborate — which is why his word of the conference is “evolving.”

Chelsea Lerud – Executive Director of Iowa Travel Industry Partners

Chelsea shares that in terms of group travel, they’re seeing some exciting changes in the market. Specifically, in Iowa, they are noticing that travelers are using the state as a stopover on their way to their final destination. While Iowa may not be their ultimate goal, the team at Iowa Travel Industry Partners is excited to capture visitors at a few key locations. A strategy that encourages travelers to take a longer trip and explore more of what Iowa has to offer. She goes on to comment that “It’s exciting to see the evolution of group travel, and we’re thrilled to be a part of it.”

Dagny Ashley – Director of Tourism at City of Quincy

Dagny, of Tourism at City of Quincy, is excited for 2023 and getting back to the business of travel. After a tough few years for both the hospitality industry and suppliers, her organization is looking forward to a positive outlook for the year ahead. With last year already showing signs of recovery, Dagny is confident that visitors are eager to hit the road again and start traveling. This sentiment has been echoed by others at the ABA event, with a shared sense of excitement for the year ahead and a feeling of returning to a new normal in the travel industry.

Gary Hahn – Vice President of Marketing and Communications National Comedy Center

Gary discusses how group travel is evolving and changing — according to Gary, they are seeing a broader demographic of visitors, including young people and students. They are also noticing more individuals from the over-50 crowd, which tends to be the motorcoach crowd that enjoys visiting museums. Gary is excited to see this change, as it presents new opportunities for engagement, especially given the technology present in their museum.

Gary shares details of an upcoming collaboration hosting of the Pennsylvania Bus Association’s annual conference in Chautauqua County. This is an exciting opportunity for the attraction, as it’s their first time bringing in the association for a conference.

Inna Cramer – Sales Director at Rocky Mountaineer

Inna, Director of Sales for Rocky Mountaineer, shared her insights on the evolving group travel industry in an interview. She mentioned that they are seeing smaller groups of families and friends wanting to travel together, as well as like-minded individuals wanting to connect and enjoy the train experience. When asked to describe ABA Marketplace in one word, Inna went for “connections.” She loves the word because it represents the opportunity to see old friends, establish new connections, and work together with industry partners to make an impact in the travel and tourism industry.

A Positive Future

After speaking with my industry expert guests, it is clear that the tour and travel sector is looking towards a positive future in 2023. My guests shared their thoughts on the changes they see in the market, trends they are keeping an eye on, and how collaboration has helped them to drive more sales, extend relationships, and build brand awareness. Niche travel, hidden gems, and a focus on remaining adaptive and agile in a constantly changing world were also discussed. Additionally, the guests had some great insights into the importance of collaboration and how it can help drive business growth.

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/

Olivia Novak is the marketing manager for Discover Lancaster. Helping people is Olivia’s passion, and being a resource for others as they plan their trips to Lancaster appeals to that passion. Lancaster, PA, is an up-and-coming destination with so much to offer; from heritage to adventure, there truly is something for everyone.

Olivia’s background in sports has strengthened her understanding of the human desire for experiences. As a former college athlete and Final Four National Tournament participant, she has seen firsthand how to build one moment into a larger-than-life experience.

On this episode of Destination on the Left, I talk with Olivia Novak about Visit Lancaster’s successful partnership with the Baltimore Ravens and how her small DMO negotiated the relationship. She also offers great advice for young professionals starting out in the tourism industry and shares more about the accessibility project that they are in the midst of launching to make sure their destination is open to all abilities.

What You Will Learn in this Episode:

• How Visit Lancaster is standing out from the crowd by partnering with professional sports teams such as the Baltimore Ravens
• Olivia shares her advice for destination marketers interested in tapping into the sports world
• Projects that Olivia and Visit Lancaster are excited about in 2023, particularly sharing more information about their destination’s accessible attractions
• The importance of trust, leaning on your team, and believing in where you’re going when you’re coping with challenges
• How Visit Lancaster has successfully collaborated with neighboring destinations to create the Keystone Crossroads trail to attract more visitors to the region
• Olivia’s thoughts on how to move forward and develop your career as a young professional in destination marketing

Trusting the Right Opportunity Will Present Itself

Olivia shares her insights on the negotiation process in the destination marketing world. She emphasizes the importance of customizing packages to fit the needs of both parties, especially for smaller destinations. Olivia encourages destinations to have open conversations and find a mutually beneficial agreement with organizations, whether it’s a sports team or any other larger entity.

Olivia also discusses her strategic decisions on which events Discover Lancaster wanted to invest their time and energy into and the importance of being confident in saying no to opportunities that aren’t right for you.

Accessible Lancaster

Olivia discusses her efforts to promote Lancaster as an accessible destination for all visitors. This involved creating resources, such as a comprehensive and accurate guide on their website, highlighting accessible attractions, hotels, restaurants, and activities. She also shares more about their collaboration with Tempest, an agency that specializes in creating accessible guides for destinations.

We talked about the DMO’s efforts to partner with local influencers, including a wheelchair user and a family that focuses on accessible travel due to their son’s Spinal Bifida. The goal is to craft staycation experiences for these influencers and have them share their experiences with the public.

Community Focused

Finally, Olivia emphasizes that Lancaster County and its businesses are an integral part of the fabric of the community and need to be represented in the resources provided by the Visitor’s Bureau. She acknowledges that the bureau currently only represents a small portion of the community and outlines the plans to center the needs of the community as a whole in their offering going forward.

Resources:

• Website: https://www.discoverlancaster.com/
• LinkedIn Personal: https://www.linkedin.com/in/olivia-novak-a7a64b121/
• LinkedIn Business: https://www.linkedin.com/company/discoverlancaster/

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/

Julie Ellis is an author, professional speaker, and leadership coach to corporate leaders and scaling Entrepreneurs. Julie provides her unique experience and expertise to her coaching clients, gained through 25 years of working first in the corporate world and then as a leading Canadian entrepreneur. She is a co-founder of award-winning Mabel’s Labels, one of Canada’s greatest small business success stories.

Julie’s book, Big Gorgeous Goals, is written for women entrepreneurs who want to step out of the small box they find themselves in and set world domination in their sights. In discussion with over a dozen women entrepreneurs, Julie explores their stories of why and how they have achieved great things in their lives and careers and pairs that knowledge with her own stories of how she built, grew, and sold her business to a giant in her industry.

On this episode of Destination on the Left, I talk with Julie Ellis about how setting big gorgeous goals allows you to step into your own brilliance and consider your personal and professional ambitions in a new way.

What You Will Learn in this Episode:

• About Julie’s first business, how she built it, and why she ultimately decided to move in another direction
• Why Julie was inspired to write Big Gorgeous Goals: How Bold Women Achieve Great Things
• What we can do to avoid feeling trapped in small thinking
• How to identify and chase your big, gorgeous goals
• Some of the ways to get ourselves unstuck including having people you can collaborate with
• Why there is no better time than now to start thinking about your big gorgeous goals

Accomplishing Your Goals

After talking to other women who have accomplished big things, Julie Ellis, Co-Founder of award-winning Mabel’s Labels, learned that those huge achievements are only a part of their story and that the processes and support systems that sustain them are often overlooked.

Julie’s book, Big Gorgeous Goals: How Bold Women Achieve Great Things, highlights not only big achievements but also the unseen support and effort that goes into them.

Think Big!

Julie believes that during uncertain times, people tend to think small and put their biggest goals and dreams on the sidelines. She believes that big gorgeous goals often remain unachieved because of missing ingredients such as money, time, knowledge, or support.

When someone is successful in their current life, they avoid pursuing their biggest goals because they worry that those goals will test their confidence and push them out of their comfort zone. Chasing big goals requires bravery and overcoming obstacles, and Julie encourages people not to give up on their dreams and keep pushing toward them.

Get Out of Your Own Way

When pursuing big goals, there are so many things that can stand in our way. We can be tempted to fill our calendars with commitments and wear our “busy” badge as a symbol of achievement. This can lead to a lack of time to reflect, dream, and pursue our desires. Julie shares why creating space in our lives is essential to make room for reflection, exploration, and chasing our goals.

Resources:

• Website: https://www.julieellisandco.com/
• LinkedIn: https://www.linkedin.com/in/julie-ellis/
• Twitter: https://twitter.com/3ellis
• Book: https://biggorgeousgoals.com/

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/

Todd Wynne-Parry brings a wealth of global senior leadership knowledge and insight developed over more than 20 years of reporting directly to CEOs and Boards in industries that range from luxury, lifestyle, and outdoor hospitality to investing, consulting, and financial analysis.

As a CGO, EVP, SVP, and Executive Committee member, he has helmed major expansion, post-merger integration, and growth initiatives for the world’s premier hospitality brands, including, AutoCamp, Two Roads Hospitality (formerly Commune Hotels & Resorts), Global Acquisitions and Development, InterContinental Hotels Group (IHG), and Starwood Hotels and Resorts.

Specializing in brand expansions and M&A in Asia, the Middle East, and the Americas, Todd has closed deals and developed contracts that generated upwards of $30 million in enterprise value annually and built relationships with key decision-makers across a wide range of global and regional, and city markets globally.

On this episode of Destination on the Left, I talk with Todd Wynne-Parry, and we do a deep dive into the developing outdoor hospitality sector. In our conversation, Todd walks us through the attributes and appeal of nature-based locations and offers solutions to some of the industry’s roadblocks and challenges.

What You Will Learn in this Episode:

• How Todd found his niche in the outdoor hospitality sector
• How the outdoor hospitality sector has evolved
• Features of a great outdoor hospitality location and how to curate a fantastic guest experience
• Todd gives us a framework for brands interested in adding outdoor hospitality experiences
• How marketers should be thinking about outdoor experiences within the broader travel and tourism offering
• Some fantastic examples of successful outdoor ventures that are leading the way for the future of outdoor hospitality

Growth of the Outdoor Hospitality Sector

Outdoor hospitality is a wide-ranging sector that can be divided into two main categories: the lower end of the price point, such as RV parks, and the higher end ultra-luxe options. Although where guests are staying is only part of the experience. The most important thing is to be immersed in nature in a way that allows them to take a bridging step out of their comfort zone.

Incorporating Outdoor Experiences

The outdoor hospitality sector can also benefit land in unexpected ways, such as being an additional source of income for wineries and farms. Wineries can use outdoor experiences to add a new business line and boost profits, while farms can use events on their land to support regenerative farming.

Todd shares an example of a farm in Kentucky called Martin Acres, owned by an ex-slave’s descendants and is part of the Kentucky bourbon trail. The farm is now in its fourth generation and is exploring ways to incorporate outdoor hospitality to host family reunions and generate income.

Enhancing Well-being

Being outside in nature is an important aspect of enhancing our well-being. Todd discusses why the sector’s evolution allows people to escape the city and connect with nature, their partners, or their families. Instagram-worthy shots are also a great way to increase the destination’s visibility on social media.

However, there are some speed bumps to consider, such as labor and workforce issues and environmental concerns on the road to developing as an outdoor destination. Todd shares some ways brands can overcome these challenges on the podcast.

Resources:

• Website: https://horwathhtl.com/
• LinkedIn Personal: https://www.linkedin.com/in/toddwp/
• LinkedIn Business: https://www.linkedin.com/company/horwath-htl/
• Facebook Business: https://www.facebook.com/horwathhtl/
• Twitter: https://twitter.com/HorwathHTLcorp

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/

Samantha Cole is the Director of Public Relations at Valley Forge Tourism and Convention Board. The Valley Forge Tourism & Convention Board is a nonprofit, membership-based sales and marketing organization that aggressively promotes the Valley Forge area and Montgomery County as a convention site and leisure visitor destination by encouraging patronage of its 500-plus member hotels, restaurants, attractions, and services.

On this episode of Destination on the Left, I talk with Samantha Coles about some of the creative campaigns her destination is running right now, including using instafamous dogs, and we explore how marketing to niches helps the Valley Forge Tourism and Convention Board stand out.

What You Will Learn in this Episode:

• How Samantha got her start in the travel and tourism industry and how it linked to her interest in digital marketing
• Advice for aspiring or entry-level marketers
• Why you should never be afraid to reach out to people on LinkedIn
• Why making data-driven decisions is essential to the Valley Forge Tourism and Convention Board
• Fun influencer marketing ideas that Samantha has leveraged
• The award-winning Make it Main Street campaign and how this true backyard tourism campaign spotlights locally owned small businesses across the county
• The Valley Forge Tourism and Convention Board’s partnership with Philadelphia and Chester County to brand themselves as the countryside of Philadelphia
• Samantha talks about the upcoming February campaign focused on Valentine’s Day and romantic getaways.
• The evolution of how DMOs work to serve the community in addition to attracting visitors

Building a Network Lays the Groundwork for Future Collaboration

How social media can support DMOs is an ever-changing landscape. Samantha explains how networking as an organization and as an individual helps you expand your reach and serve your clients. So many people are hesitant about reaching out to people and connecting with people on LinkedIn or other social media platforms but making those links is a great way to lay the foundation for future partnerships.

Communicating with Neighboring Organisations

Samantha shares her advice for our listeners thinking about entering into a collaboration or seeking a partner to collaborate with in 2023. Communication is critical in setting collaborations up for success — that includes going back to basics and reaching out to people locally who might even do the same job as you for a neighboring DMO. You could also prioritize building relationships by scheduling regular catch-ups with other local organizations and keeping them updated about your plans going forward.

Data-Driven Decisions

For Valley Forge Tourism and Convention Board making data-driven decisions is top of mind right now. Samantha shares how her destination is leveraging geolocation data tracking to figure out how they can better serve their visitors’ needs by honing their target markets. She also shares why her proudest influencer hire to date is a Bernese mountain dog from Philadelphia and how that pupper is helping them showcase what Montgomery County has to offer.

Resources:

• Website: https://www.valleyforge.org/
• LinkedIn Personal: https://www.linkedin.com/in/samanthacummons/
• LinkedIn Business: https://www.linkedin.com/company/valley-forge-convention-and-visitors-bureau/
• Facebook: https://www.facebook.com/VisitValleyForge

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/

Greg Star is the Co-Founder of Carvertise, an advertising company that enables companies to advertise on private commuter vehicles. This is so companies can advertise in a novel, targeted, and grassroots way while everyday people can earn additional passive income for advertising for a brand they like and support.

On this episode of Destination on the Left, I talk with Greg Star about how Carvertize helps destinations stand out and increase ROI through creative advertising. We also discuss several creative examples of destinations that have leveraged his methods.

What You Will Learn in this Episode:

• How Carvertise evolved from a college project into a sophisticated business
• The technology and analytics behind finding the right cars to advertise on
• The efficiencies of bringing the printing in-house
• When Greg realized that his company could help the travel and tourism industry
• How Carvertise helps destinations stand out from the crowd
• Some case studies of how Carvertise’s clients, including a Pride Parade and a College Football organization, have used them to stay top of mind with their target market
• The metrics Greg measures to evaluate the success of Carvertise’s campaigns
• What ‘mindshare’ means to Greg, and how the term epitomizes collaboration for him

Data-Driven Insights

In advertising, you have to be creative, but you also have to pay attention to the data. Greg Star shares how his company Carvertise digs into the analytics of each client’s campaign to understand how to make an intelligent match between drivers and advertisers and how they present that information to their clients.

Greg also discusses how the company has evolved over the last ten years and what kind of infrastructure they have built on the backend to get to a point where technology and data intelligence insights are driving them forward.

Identifying Opportunities

Carvertise started as a small project founded by college students, and since then, it has evolved into a successful company that allows organizations to advertise their products and services creatively. The company’s co-founder, Greg, explains how they got their organization off the ground by paying close attention to the Delaware governor’s public schedule, attending events, building a business network, and ultimately connecting with the Delaware director of tourism.

DMOs

DMOs are looking to stand out in a crowded market, and an essential part of doing so is identifying their ideal market. Carvertise helps destinations reach their audience creatively via market activation – the process of directing local event-goers to complimentary activities or attractions. Greg shares details of how Carvertise is agile enough to hit the streets exactly where those ideal visitors are and promote other attractions they’ll love.

Resources:

• Website: https://carvertise.com/
• LinkedIn Personal: https://www.linkedin.com/in/greg-star-5911b562/
• LinkedIn Business: https://www.linkedin.com/company/carvertise/

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/

Patrick Harrison is Chief Marketing Officer for Visit Tampa Bay. Through an innovative and aggressive approach, he has spearheaded the DMOs marketing transformation. His campaigns have been honored with over 30 US and International marketing and PR awards, including multiple Adrian Awards, and he was named a Top 25 Extraordinary Mind by HSMAI in 2019.
Before joining Visit Tampa Bay, he spent 25+ years at agencies in the U.S. and U.K. He holds a Masters’s Degree in Communications, with an emphasis in Propaganda, from the University of Leeds.

Patrick currently serves on several boards, including Destination Internationals Global Leadership and Equity, Diversity & Inclusion Committees, as well as PR & Communications Task Force and Equity, US Travel Marketing committee, among others.

On this episode of Destination on the Left, I talk with Patrick Harrison about how Tampa Bay is evolving into a premier destination. We also discuss the importance of getting everyone to row in the same direction, why the right mindset is critical, and how and why Visit Tampa Bay is becoming its own publishing company.

What You Will Learn in this Episode:

• How Patrick’s travels brought him to Tampa and led him to the travel and tourism industry
• How having successful sports teams have helped put Tampa front and center in people’s minds
• The experience of working with the NFL to make the Superbowl happen successfully in Tampa
• Why you can’t stop marketing during a recession
• How Visit Tampa Bay continued to promote their small businesses during the COVID-19 pandemic
• Why it’s so crucial to Patrick to serve the African American, Hispanic, LGBTQ, and accessible populations
• Why Visit Tampa Bay turned to publishing their own local guidebooks
• Patrick’s new podcast and how he advocates for his local community on his show

Sports and Tourism

Patrick describes how being home to successful sports teams impacts Tampa’s popularity with visitors. He shares how they collaborate with partners on and off the sports field and why they are such a popular destination for visiting teams from the USA and beyond. Patrick also shares his experience working with the NFL during the COVID-19 pandemic and how the team made it safe for local residents to attend the Superbowl events and start to feel more positive about getting on with life.

A Mindset Shift

We discuss how a big community event can bring local people together and shift people into a more positive mindset. Patrick emphasizes the importance of pulling together to keep your destination top of mind, even when potential visitors aren’t able to make it to you right away. Whether or not we’re headed into a recession, you can’t stop marketing your destination because if you stop, you need an awful lot of runway to get started again — in Patrick’s words, “you have to keep humming along.”

Stay True to Yourself

It is vital to know who you are and understand your authentic story as a destination before you can figure out how to position your story for various different markets. There are so many markets you can promote yourself in as a destination depending on your history and how you have developed over time. Visit Tampa Bay are in the middle of an exciting time where they are enjoying the expansion process, and Patrick shares how they are expanding their reach to create an additional 200 million dollars in hotel revenue.

Resources:

• Website: https://www.visittampabay.com/
• LinkedIn Personal: https://www.linkedin.com/in/patrick-harrison-470559a/
• LinkedIn Business: https://www.linkedin.com/company/visittampabay/

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Renée Areng leads Brookhaven as the inaugural Executive Director for the Brookhaven Convention and Visitors Bureau, now Explore Brookhaven since 2018.

Previously, Areng served with three destination marketing organizations: most recently, Visit Mississippi Gulf Coast. Throughout her leadership, Areng increased all metrics, including visitation and overall revenue for non-gaming hotels. Additionally, she unified all messaging in marketing and sales, increasing all digital and social metrics.

Most recently, Areng consulted with Destination Organizations on strategic planning, accreditation, streamlining databases, and increasing visitation. Clients include Visit South Walton, Louisiana’s Northshore, Tupelo CVB, Visit Mobile, Jeff Davis Chamber, and CVB, Louisiana’s Cajun Bayou, and Pat Harrison Waterway District. Before joining the Mississippi Gulf Coast, she served as Executive Vice President for Visit Baton Rouge, and she served in statewide and national political arenas.

Areng is a cum laude graduate of the University of Louisiana with a BA in Public Administration and French. She earned her Certified Destination Marketing Executive (CDME) designation from Destinations International in 2007 and served on the CDME review committee in 2018. She has led five organizations through six accreditations through Destinations International’s DMAP program.

On this Destination on the Left episode, I talk with Renee Areng about her experience building a destination marketing organization from the ground up. We discuss the key ingredients needed for the successful formation of her DMO located just outside the Atlanta Metro Area and how they proved instrumental in creating the right environment for the organization to thrive.

What You Will Learn in this Episode:

• Why Renee was eager to join her current team in Brookhaven, Georgia
• What’s so fascinating about working in a newly created destination
• The unique structure of tourism in Georgia and how Renee is helping her organization punch above its weight class to stand out among Georgia’s 200 DMOs
• How the branding strategy helped Brookhaven stand out from closeby Atlanta
• Why it’s so important that Brookhaven is considered a viable voice at the table
• The challenges of launching Explore Brookhaven during a global pandemic
• Why often the most challenging part of a collaboration is getting the egos out of the equation
• Some examples of when Renee has helped create some fantastic partnerships
• How to connect with Renee and discover more about Explore Brookhaven

Taking Their Place at the Table

Renee shares why she believes it is so important that Brookhaven is considered a viable voice at the table. She describes why it was critical for the brand new DMO to scale to where they are being taken as seriously as the more prominent destinations in Georgia, such as Macon, Savannah, and Atlanta. Renee also shares more about her role on the board for Destinations International and how it is helping Explore Brookhaven get the recognition they deserve.

Evolving as a Destination Organization

Did you know that Renee’s breakout session at the Destination International Annual Convention in Toronto was one of the best attended at the event with standing room only?

She shares why she is so passionate about understanding how destination organizations are evolving and why she was eager to get her teeth into the opportunity that taking the reins at Explore Brookhaven offered. Renee explains the topics discussed during that session and why being clear about your value proposition is critical.

An Agile Industry

I loved speaking with Renee about how the evolving workforce is going to change the existing workplace and why it’s so necessary to recognize the need for change. The travel and tourism industry is more flexible now than it’s ever been, and Renee shares why the sector is now much more focused on the influence they have in the community rather than the number of heads in beds.

Resources:

• Website: www.ExploreBrookhaven.com
• LinkedIn: https://www.linkedin.com/company/explore-brookhaven/

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/