On this episode of Destination on the Left, I talk with Lisa Meriwether, Tourism Manager, City of Danville, and Pittsylvania County, VA all about the creation of a brand new DMO. She details the three key steps that helped set the new brand up for success, starting with hiring a seasoned industry consultant and marketing partner, then focusing on the community’s citizens before the visitors, and finally, connecting the new brand to a tourism product that already existed. Lisa also shares more about how an $850,000,000 Caesars Resort development was the catalyst that got it all started.
What You Will Learn in This Episode:
- Why Lisa prioritized community engagement with locals before promoting to visitors
- How an $850,000,000 Caesars Resort development acted as a catalyst for the tourism program’s success
- How a seasoned industry consultant and marketing partner helped in establishing a strategic plan and brand for Visit SoSi
- Lisa discusses the importance of community collaboration and building partnerships with local stakeholders for sustainable tourism
- Why Lisa leverages an ambassador program to engage citizens and educate them about tourism’s significance in their community
Engaging the Community
When Lisa Meriweather was appointed Danville’s tourism manager, there was no brand, identity, plan, or budget. She collaborated with the Eddie Alexander team to create a tourism master plan and establish a clear, forward direction.
One key part of Lisa’s strategy was prioritizing the citizens of Danville before even targeting visitors. By treating local citizens as their first customers, the Visit SoSi team was able to build community pride and trust in the new brand. This initiative proved to be a turning point, with locals increasingly becoming community champions and showcasing the brand to outsiders.
Catalyst for Transformation – The Caesars’ $850M Resort Development
The $850 million Caesars Resort development has been a huge catalyst for Danville’s tourism revitalization. Lisa talks all about how the project sparked curiosity and excitement nationwide, positioning Danville as an exciting destination. The project was approved in a 2020 referendum and opened in December 2023, drastically altering the economic and tourism landscape in the area.
Caesars’ emergence in Danville has attracted leisure travelers and meeting planners, bridging the gap for an area with limited accommodation offerings. The project has set the stage for further economic development and diversified industry growth, moving away from the historic dependency on textiles.
Collaboration and Connectivity
A cornerstone of the Visit SoSi strategy has been creating a collaborative atmosphere among previously siloed tourism stakeholders. Lisa organized quarterly stakeholder meetings, facilitating a unified front where hotels, museums, raceways, and other attractions could communicate and collectively strategize. This breaking down of silos has led to more cohesive marketing efforts, strengthening Danville’s overall tourism product.
Resources:
- Website: https://www.visitsosi.com/
- Instagram: https://www.instagram.com/visitsosi
- LinkedIn: https://www.linkedin.com/in/lisa-meriwether-10273a2a/
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In this episode of Destination on the Left, Eileen Ivette shares her journey to becoming a creator and travel influencer. We discuss her award-winning Black Latin History series, which won Best Travel Series at the Black Travel Film Festival. Eileen shares historical narratives and shows people how to immerse themselves in history while traveling. She details her storytelling approach, from equipment choices to balancing work, authentic experiences, and content curation for each piece.
What You Will Learn in This Episode:
- Why Eileen is passionate about creating platforms that highlight the presence and contributions of Afro-Latinos in Latin America and the importance of representation
- How Eileen’s unique approach to storytelling involves treating her content as a love letter to a destination and the strategies she uses to create immersive and engaging content
- Why Eileen believes that exposure to diverse cultures through travel leads to personal expansion and greater cultural understanding
- What role Eileen’s background in journalism plays in her ability to capture and share meaningful stories through video content
- How Eileen collaborates with destinations and the flexibility she appreciates when creating authentic stories that resonate with her audience
Celebrating Cultural Diversity Through Travel
With an academic background in journalism, media, and film from Howard University, Eileen has always been passionate about storytelling. This passion led her to create content that entertains, educates, and inspires.
Eileen loves to share stories about black history, businesses, and events across Latin America. Her commitment to this cause was recently recognized with her award-winning Black Latin History series, which won Best Travel Series at the Black Travel Film Festival. Through her work, Eileen aims to share history and show how travelers can immerse themselves in it when visiting different destinations. She believes that cross-cultural connections and exposure to new cultures lead to expansion and growth.
Crafting Content with Heart
Eileen views her projects as love letters to the destinations she showcases, pouring emotion into each piece she produces. Her aim is always to capture the energy and essence of each place she visits, bringing it to life for her audience.
She described balancing her work with the authentic travel experience, ensuring her content remains engaging and immersive. Her goal is to make viewers feel the energy and emotions of the places she visits, even if they can’t be there in person.
Inspiring Connections
Eileen’s work goes beyond sharing beautiful destinations; it bridges gaps and inspires meaningful conversations about cultural diversity. She emphasizes the importance of connecting with one’s roots through travel, highlighting how these journeys can help individuals understand and appreciate the diverse threads that shape our shared history. Eileen’s travels to Colombia and Brazil are great examples of how immersing yourself in local culture builds amazing community connections.
Resources:
- Website: http://www.eileenivette.com/
- LinkedIn: https://www.linkedin.com/in/eileen-ivette/
- YouTube: https://youtu.be/beLg_ljrmDU?si=a-Uh6NskvNjpWqEm
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!
On this episode of Destination on the Left, I talk with Stacy Ritter, President and CEO of Visit Lauderdale, about the importance of serving your community and residents first. We discuss how she approached the realities of the cultural divisions in her state and how her organization has helped her community stay true to who they are and share that message with others. We also discuss Visit Lauderdale’s upcoming exciting new projects and creative collaborations.
What You Will Learn in This Episode:
- How Stacy approached Visit Lauderdale’s rebrand by focusing on inclusivity and service to the community
- Why she believes in speaking out against the cultural wars in Florida, and how it reflects the values of her community
- Strategies Visit Lauderdale uses to stand out in a crowded travel and tourism marketplace
- Exciting collaborations that Visit Lauderdale has with destinations like Provincetown and Palm Springs
- What exciting new developments are on the horizon for Visit Lauderdale, including the convention center expansion and partnerships
- Stacy’s perspective on representing and reflecting community values in destination marketing
Rethinking the Brand
We dig into the rebranding process for Visit Lauderdale. Dissatisfied with the previous tagline, “Hello Sunny,” Stacy led a brand overhaul to better reflect the vibrant diversity of the area. The new tagline, “Everyone Under the Sun,” focuses on inclusivity and much better represents the multicultural population of Broward County, which includes 170 nationalities and 148 languages.
Stacy shares the importance of understanding residents first and genuinely believes that when the community is happy they are positive ambassadors for a destination.
Values-Led Leadership
Throughout our discussion, Stacy shares her perspective on the importance of values-led leadership. Visit Lauderdale is committed to inclusivity, economic growth, and resident welfare. This values-centric approach improves community relations and helps craft genuinely magnetic marketing campaigns that have an impact.
Exciting Developments on the Horizon
Visit Lauderdale has some exciting projects on the horizon, including the $1 billion expansion of the Broward County Convention Center and the new 801-room Omni Hotel, expected to open in September 2025. These new projects will significantly improve Fort Lauderdale’s ability to host larger conventions and attract international attention.
The renovation of Pier 66, a historical site and iconic building, is just one example of how Fort Lauderdale is preserving its heritage while integrating all the attractions that contemporary travelers are looking for. Stacy is looking forward to these future developments drawing in more visitors and improving the overall experience of the area.
Resources:
- Website: https://www.visitlauderdale.com/
- LinkedIn Personal: https://www.linkedin.com/in/stacy-ritter-10454917/
- LinkedIn Business: https://www.linkedin.com/company/gflcvb/
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!
On this episode of Destination on the Left, I talk with Graeme Labe, Managing Partner and Chief Design Officer at Luxury Frontiers. He discusses how his immersive design firm got started and has gained traction since 2020 as people are seeking more meaningful experiences. Graeme redefines the meaning of luxury travel, explaining that genuine experiences and a connection to nature are important parts of this market.
What You Will Learn in This Episode:
- How Graeme transitioned from traditional hotel project management to becoming the managing partner at Luxury Frontiers, a company specializing in immersive and experiential design for the hospitality industry
- Why the concept of luxury has evolved to focus more on genuine and meaningful experiences rather than just physical amenities
- How the COVID-19 pandemic accelerated the demand for experiential hospitality
- What specific strategies and design elements Luxury Frontiers use to integrate local communities into their projects, ensuring sustainability and creating mutual benefits
- Graeme shares insights on creating holistic return on investment by balancing financial gains with environmental sustainability and community engagement
The Rise of Immersive Experiences
Graeme co-founded Luxury Frontiers, a design firm that creates unique and innovative architectural designs for the hospitality industry. Their goal is to craft unforgettable experiences that blend seamlessly with the surrounding natural environment. By working with well-known clients like Abercrombie and Kent, Graeme’s approach has helped redefine what luxury travel means today.
The idea of luxury has changed. It’s no longer about flashy displays of wealth. Today’s Travelers are looking for authentic and meaningful experiences connecting them with nature and local culture. Graeme understands this shift and uses it to create designs that appeal to modern travelers. One example is the Nabiba project in Mexico, collaborating with Four Seasons. This project reimagines hospitality by focusing on unique lodging, interactive dining, and deep engagement with the local area. Guests are encouraged to participate in food preparation, and there’s no traditional reception area. Nabiba offers an immersive experience that goes beyond a typical hotel stay.
Strategic Collaboration
Graeme believes collaboration is key, whether with other architects, designers, or local communities. He’s convinced that teamwork leads to amazing results, not just in the creative process but in the final product because it brings together a wealth of knowledge and experience.
Sustainability is really important to Graeme and Luxury Frontiers. He explained that it’s not just about being eco-friendly – it’s also about creating jobs for the people who live nearby. Their projects often use local architecture and traditional building methods, which means more jobs and skills training for locals. This way, the whole community benefits from each project for years to come.
Redefining ROI in Hospitality
The COVID-19 pandemic really sped up the demand for immersive experiences. As people started coming out of lockdowns, they really wanted to reconnect with nature and enjoy meaningful interactions. Graeme noticed a big increase in demand for projects that offer genuine engagement with the environment and local culture. This shift has allowed Luxury Frontiers to focus on delivering amazing experiences and solidify their position as a market leader.
Graeme wrapped up the conversation by challenging the traditional idea of return on investment (ROI). He suggested that travel marketers need to start looking at the bigger picture and consider both financial returns and environmental impact for the future of hospitality. By prioritizing sustainable practices and immersive experiences, companies can improve their bottom line and make a positive contribution to the world and local communities.
Resources:
- Website: https://www.luxury-frontiers.com
- LinkedIn Personal: https://www.linkedin.com/in/graeme-labe-a0332b19
- LinkedIn Business: https://www.linkedin.com/company/luxury-frontiers
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!