Wes Rhea is the CEO of Visit Stockton and has led destination marketing in Stockton, California, since 2005. A strong advocate of small destination marketing organizations, Wes is a past President of the Destination Marketing Association of the West. He has also served on the board of the California Travel Association, the Destination Marketing Association of the West Education and Research Foundation, and the Central Valley Tourism Association. Wes currently serves on US Travels Destinations Council, the Advocacy and Professional Development Committees at Destination International, and is the Rural Committee Chair at Visit California. Wes is best known for being an early adopter of new tourism tech and a big fan of data.

A Stockton native, Wes is committed to giving back to his community and currently serves on the board of the Stockton Maritime Museum, the Greater Stockton Chamber of Commerce, and the Airport Advisory Commission. Wes is married to Kristi, has two sons, and served ten years in the US Army.

On this episode of Destination on the Left, Wes Rhea shares his leadership philosophy and how it has empowered his team to adapt and thrive in any situation. We delve into the advantages of embracing technology and how incorporating video and graphic design services in-house has revolutionized their operations. Wes also provides insights on managing a destination with a negative perception, both internally and externally. He discusses the creative strategies his team employs to shift this perception, including leveraging Stockton’s status as the most diverse city in the nation.

What You Will Learn in this Episode:

• How the ten years that Wes served in the US Army has served him in leading his team
• How embracing new technology and bringing video and graphic design services in-house transformed operations at Visit Stockton
• Why the Visit Stockton funding model contributes to how they attract visitors to the city, and why they focus on more than just heads in beds
• How Wes and his team work to overcome the challenge of a negative perception and becomes a cheerleader for the city
• Stockton Flavorfest is an excellent example of effective collaboration between cities and tourism entities, allowing them to showcase the vibrancy of a community.

How Being a Veteran Has Helped Wes as a Leader

Wes believes that his experience in the Army has dramatically influenced his leadership style and ability to lead his team effectively. He highlights two key aspects that he attributes to his military background: team development and the ability to work under pressure and adapt. This mindset has translated into his approach as a CEO, where he values and appreciates every individual’s contribution to the team.

Stockton Flavorfest

Inspired by Stockton’s distinction as the most diverse city in the nation, Stockton Flavorfest was designed to celebrate the community’s diversity through food, arts, and cultural activities. The festival prioritized curated vendors, sustainable practices, and a cohesive visual identity. With the seed funding,

Visit Stockton was able to realize their vision, providing engaging entertainment such as Ballet Folklorico and Tahitian dancers, cooking demos, and free arts and crafts for children. The inaugural two-day event in 2022 surpassed expectations, attracting 12,000 attendees and earning Visit Stockton the prestigious Best New Festival award from the International Festival and Events Association.

Overcoming Negative Image

Visit Stockton faces the ongoing challenge of combating the negative perception surrounding the city. Despite being the 11th largest city in California, Stockton is plagued by higher violent crime rates, leading to discouraging comments from residents. However, the team at Visit Stockton remains determined to change the narrative.

They organize fun projects and initiatives, such as a campaign highlighting Stockton as the birthplace of the Fantastic Four. Although these efforts may not directly change people’s opinions or attract tourists, they create a sense of pride among residents and offer a feel-good factor for the team. Despite the daily battle against negativity, Visit Stockton embraces a proactive approach, thinking outside the box and working as cheerleaders for the city, showcasing its hidden gems and fostering positive experiences for visitors and locals alike.

Resources:

• Website: https://www.visitstockton.org/
• LinkedIn Personal: https://www.linkedin.com/in/wesrhea/
• LinkedIn Business: https://www.linkedin.com/company/visit-stockton/
• Twitter: https://twitter.com/Stockton_CA
• Stockton Flavor Fest

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On this episode of Destination on the Left, I talk with two amazing guests, Mayor Carlos Duffey of Jackson, Georgia, and Ike English of the Dauset Trails Nature Center, both of whom played a pivotal role in the Creeks Trail System and Butts County’s recent recognition with the Trailblazers Award from the Georgia CVB Association. We focus on their collaborative efforts, its positive impact on the city of Jackson, and the significance of having the right individuals involved in creating such transformative projects.

What You Will Learn in this Episode:

• Mayor Carlos Duffey shares why he was persuaded to run for public office
• How Ike’s interest in nature and building trails led to his current project
• When they first spotted the trend for people using outdoor trails and the collaboration across a variety of sectors
• How they use the trails to connect residents and visitors and bring them into the city to use local businesses
• Roadblocks Mayor Carlos and Ike had to work around in finding the right partners and bringing the trail project to completion

Connecting the Trail and the City

Mayor Carlos describes how he envisioned connecting every part of Jackson back to the town square to bring visitors and residents alike to sample the town’s restaurants, cafes, and boutiques. He shares how they can benefit from the economic impact of the trail and why the city is working with local transportation services to add new roundabouts and bike lanes that will provide safe access to the Trailhead.

2022 Trailblazer Award

Ike shares more about some of the roadblocks they hit and challenges they encountered when they first started building the trails, including convincing local landowners and residents who were less than enthusiastic about the project.

The pair share more details about their four trailheads, what kind of people are using the trails, and why their unique project won the 2022 Trailblazer Award. Mayor Carlos and Ike also dive into how they track numbers of trail users and why it’s essential for them to understand how they are being used so they can make plans for how to expand the network.

The Outdoor Capital of Georgia

Jackson is considered the outdoor capital of Georgia, thanks to its two state parks and the Dauset Trail. The city takes great pride in this title and wants to make the most of it by encouraging people to walk or bike rather than drive.

My guests share why the trails have been vital in promoting this vision, and the city is excited to see the enthusiasm around it. The younger generation is a particular focus, and the city hopes to introduce more children to the trails to develop their love for nature. The Dauset Trail already does an excellent job of engaging students, but the city wants to expand the outreach and make it a part of its future.

Resources:

• Website: https://www.dausettrails.com/
• Facebook: https://www.facebook.com/profile.php?id=100064581018358
• Twitter: https://twitter.com/dausettrails
• Instagram: https://www.instagram.com/explore/locations/11729253/dauset-trails-nature-center/
• Youtube: https://www.youtube.com/user/DausetTrails/feed
• Georgia Trend Magazine

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Bonnie Hayes is the Director for Tourism Development for the City of Thomasville, a position she has held for seven years and thoroughly enjoys. Before working for the City, Bonnie was teaching Video Broadcast in the Thomasville School System as well as being the on-air host of Thomasville Today, a local event-focused TV program. Many people recognize her from the TV program or remember her holding puppies and other animals in her pet store, Pet Stop, which she opened when she arrived in Thomasville. A graduate of Florida State University, Bonnie is originally from the Florida panhandle but has called Thomasville home for over 25 years. When she has time, she works in her yard, takes care of her many pets, or travels with her husband and college-age twins.

Debra Smith is a retired teacher who taught in the Thomasville School System for 30 years. She retired at age 51, and after growing bored sitting at home, she knew she needed to do something. Debra decided to investigate food tours, and she went to Food Tour Pros in Chicago to learn how to do food tours. Her first tour was on March 24, 2013. As of today, Debra has hosted 1469 tours and 11800+ guests. Her company was named Small Business of the Year in 2018 and GA CVCB Travel Trail Blazers in 2022. Debra gives credit to her wonderful guides, who she couldn’t do this business without, and she notes that she has the best team!

On this episode of Destination on the Left, I talk with Bonnie Hayes and Debra Smith about the power of collaboration between a tourism office and a local tour operator. We discuss the partnership between their two organizations, how they support each other, and how this collaboration led to an elevated visitor experience.

What You Will Learn in this Episode:

• How the partnership between Taste of Thomasville and the Visitors Centre has evolved
• The process of shaping the food tour into an authentic tourist experience
• Why Bonnie nominated Debra for the Trailblazer Award
• Debra’s lessons learned from ten years in the travel and tourism business
• The importance of being visible and asking questions
• How Debra built her partnerships with local restaurants and why personal connection was so important in building those relationships
• Upcoming events and festivals happening in Thomasville

The Value of Personal Connection

In the world of tourism, personal connections, collaborations, and partnerships are key to success. This is especially true for the tour industry, where visitors are looking for a unique and memorable experience. Debra, who has been running her Taste of Thomasville tour for ten years, understands this better than anyone. Bonnie Hayes, Director for Tourism Development for the City of Thomasville, also shares more about how her organization created a collaboration with Debra and how their partnership has evolved over the years.

An Innovative Tourism Experience

Debra and Bonnie have continued to shape the restaurant tour into a tourism product that appeals to a range of visitors. This meant creating not only a daytime tour on weekends but also an evening tour where guests could have drinks in a range of fun establishments. But their creativity didn’t stop there. When large groups come into town for events like the Victorian Christmas festival, Debra also curates specific experiences to entertain visitors during the day.

For her outstanding contributions to the tourism industry, Debra won the Trailblazer Award, which celebrates individuals who have significantly impacted the travel industry and helped shape how we experience new places. Debra’s dedication and creativity have undoubtedly earned her this recognition.

The Future for Taste of Thomasville

As the popularity of the food tour in Thomasville continues to grow, there are always new ideas and possibilities for expanding the experience. One such idea that has been on the mind of Debra and Bonnie is to incorporate more of the town’s art district, also known as the “bottom,” into the tour. This area has some great restaurants currently not included in the tour’s walking path, so the hope is to eventually create a third tour called “Breakfast on the Bottom,” which would showcase these establishments.

In addition to expanding the tour for adults, there are plans to continue offering tours geared toward children and high school students. The children’s tour has become particularly popular, with many elementary and middle schools taking field trips to participate. Meanwhile, the culinary tour for high school students allows them to learn from the owners and managers of local restaurants and get a behind-the-scenes look at the culinary industry.

Resources:

• Website: https://thomasvillega.com/
• Facebook: https://www.facebook.com/visitthomasville
• Instagram: https://www.instagram.com/thomasvillega/
• Georgia Trend Magazine

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Josiah Brown’s mission in life is to “Inspire people forward.” After traveling 750,000+ miles promoting New York State as a travel destination and the industry that supports it, the New York Sherpa has a few stories to tell…

On this episode of Destination on the Left, I talk with Josiah Brown about the trends and challenges facing the tourism industry in a post-COVID visitor economy. Josiah shares his philosophy on effective destination marketing, building quality of place, and the importance of the visitor economy in economic development. We also highlight the importance of metrics, staying relevant in the digital space, and tourism’s value as a catalyst for economic growth.

What You Will Learn in this Episode:

• Why rural communities often view tourism as a threat and lack understanding of its positive impact
• Metrics you can use to measure your in-person engagement
• How tourism can contribute to economic development and help to address workforce challenges and sustainability
• The challenges faced by one or two-person departments in managing the future of the visitor economy
• How to communicate effectively with rural communities to help them understand the workforce challenges of the future and how the visitor economy could help
• The seven-pillar model of effective destination marketing and the importance of building quality of place

How Current Events Impact the Visitor Economy

On the podcast with Josiah, we explore the state of the visitor economy and how it has been affected by recent events. We discuss the challenges faced by rural communities who struggle with viewing tourism as an asset, the need for strategic communication around the visitor economy, and how the industry may fare in the coming years.

One key challenge highlighted is the negative perception some rural communities have of tourism. Many residents view visitors as a threat to their way of life and don’t understand the benefits that tourism can bring, such as fresh capital, investment, jobs, and increased quality of place. Josiah also discusses the importance of educating locals on the positive effects of tourism and demonstrating how visitors can help the community in many ways.

Strategic Communication

Another key theme is the need for strategic communication around the visitor economy. Josiah notes that so many people, particularly in rural communities, do not understand the workforce challenges of the future, the sustainability of their communities, or the success of a post-agricultural or post-industrial community, all of which rely on the visitor economy.

Josiah advocates for the seven pillars of destination management to promote the importance of tourism in economic development, which include strategies such as branding, marketing, sales, education, and a community calendar.

The Potential of Tourism

Finally, we explore the potential of the tourism industry in the coming years. While many industries may suffer from a recession, Josiah predicts that the tourism industry may not fare as badly because people are eager to travel again. He notes that there has been a wave of pent-up consumerism in the industry, with people valuing travel experiences more than before — which is why it’s so important to stay in the marketplace and bolster your brand’s visibility to ensure success in a post-COVID visitor economy.

Resources:

• Website: http://www.newyorksbestexperiences.com/
• LinkedIn: https://www.linkedin.com/in/josiah-brown-8a459711/
• The New York Sherpa Show: https://www.youtube.com/channel/UCyYnvAmnIsxqRwuxPj9ngHg

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/