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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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Mar 29, 2023

Episode 323:

Michael Hensley was born and raised just outside of Detroit in Warren, Michigan. He studied at Saginaw Valley State University for four years and graduated with a Bachelor of Arts in 2017. After graduating, he stayed in the Great Lakes Bay Region to promote the region to tourists. He now serves as the Travel Marketing Manager, where he passionately works to show people why the Great Lakes Bay Region is such a special place to visit. This is done by creating programs to increase tourism traffic and strategically identify market segments.

Michael has been described as “enthusiastic and dedicated about his work” by friends and colleagues. Loyal to his newfound community, Michael makes sure every visitor feels right at home in the Great Lakes Bay Region.

On this episode of Destination on the Left, I talk with Michael Hensley about his successful podcast, Go Great Lakes Bay, and how he’s using it to promote the region as a destination. We also discuss the challenges of launching a podcast and the benefits it can bring, such as expanding relationships with stakeholders and providing another valuable tool to support them.

What You Will Learn in this Episode:

  • Michael’s story and how he got into tourism
  • The Great Lakes Bay podcast and the stories behind the show
  • We dive into what makes a podcast successful
  • Why the fear of failure often holds people back and how Michael moved through it
  • Successful examples of collaboration, including their partnership with the Saginaw Spirit hockey team
  • Perspective on the evolution of destination marketing organizations

Sharing Local Stories

Michael Hensley shares his passion for communicating the stories of the people and places that make the Great Lakes Bay Region a great place to live, work, worship, play, and learn. In the Great Lakes Bay podcast, Michael and his team feature the people who own and operate local businesses, sharing the stories behind the places visitors love to frequent.

From Grandpa Tiny’s Farm in Frankenmuth to other local businesses, Michael brings to light the people behind the places that make the region special. By sharing these stories, Michael hopes to inspire listeners to view the destination through the same lens he did and fall in love with it too.

Podcasting as a Marketing Tool

Michael reveals that the idea for the podcast was not originally his but something that his predecessor started. However, after stumbling upon the file and listening to a few episodes, he saw the potential in continuing the podcast. The first year was rough, but after receiving advice from other professionals in the industry, he realized the importance of consistency and decided to aim for a weekly release.

The partnership with a radio station in Detroit helped alleviate the stress of producing and distributing the podcast, allowing him to focus on recording interviews. Although he had never interviewed anyone before, he overcame his fear and developed a skill for it. Despite the commitment, he enjoys producing the podcast and views it as a priority each week.

Moving Forward Step by Step

Fear is a common emotion that can hold us back from pursuing our goals and aspirations. Michael’s experience with starting the show is an excellent example of overcoming our fears and pushing through to achieve our desired outcome. He admits to having fears about not being a good interviewer or the show not working out. However, he didn’t let those fears stop him and took a leap of faith.

Michael’s willingness to take risks, try new things, and persist through challenges is an inspiration. For anyone who is struggling to overcome their fears, his advice is to start by identifying what’s holding you back and then take small steps to move forward.

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/

Mar 22, 2023

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:

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/

Mar 15, 2023

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/

Mar 8, 2023

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/

Mar 1, 2023

Amy is the fourth generation to call Wyoming home and the third generation to graduate from the University of Wyoming. Wyoming is Amy’s home. She also holds a Master of Tourism Management degree from Colorado State University and completed two internships with the Walt Disney College Program as an undergrad, one where she earned not only her “ears” but a Ducktorate Degree as well.

She embraces the opportunity to share all that Wyoming has to offer with others. From its iconic national parks, amazing scenery, incredible outdoor experiences, fascinating history, and Western Hospitality, to her, Wyoming truly is like no other place on earth, and someplace everyone should experience! In her spare time, she likes to hike, kayak, check out breweries, and dabble with photography. She also writes a column for a local newspaper called Wandering Amylessly, where she shares about life lessons she learns through travel.

On this episode of Destination on the Left, I talk with Amy Larsen about how her team is collaborating with neighboring states to develop innovative travel products and promote lesser-known destinations. Amy also shares her outside-the-box thinking in developing winter products for group tours in Wyoming.

What You Will Learn in this Episode:

  • Amy shares the story of how she ended up working in destination marketing via a Disney internship program
  • How Amy helps create buzz around a bucket list destination like Yellowstone National Park and tempt visitors to explore other parts of Wyoming
  • Creative ways that Amy and her team have overcome the challenge of attracting motorcoach tours to small historic destinations with small restaurants by partnering with caterers and other service providers
  • Exciting future plans for the Wyoming Office of Tourism, including winter itineraries and creating fun outdoor experiences for visitors
  • The coopetitions that Amy is particularly proud of, including the Western Migration tour collaboration with Nebraska and the tours they created with Colorado
  • Amy’s thoughts on how the role of DMOs is evolving and how they can support visitors and local communities

Showcasing Wyoming

In the most recent episode of Destination on the Left, guest Amy emphasized the many natural attractions that draw tourists to Wyoming, such as Yellowstone National Park, which has over half the world’s thermal features within its boundaries and the iconic American symbols like the Tetons and Devil’s Tower. She also shares how her team capitalizes on visitors’ enthusiasm for those locations to showcase the rest of the state.

Creating Unforgettable Experiences

Amy spoke about the rich history of small towns in Wyoming, including the Outlaws like Butch Cassidy and the Sundance Kid, the Wild Bunch, early pioneers, and mountain men who lived in the Rocky Mountain region. She shares why the challenge for small towns is attracting tourists, particularly in the motorcoach industry, as they may not have big enough restaurants to feed all the visitors expected.

To address this, Amy suggests being creative and finding caterers in these communities who can put on dinners for visitors, such as holding a dinner for 50 people in the branding room at the fairgrounds in Torrington, which showcases every brand from Goshen County and featuring a multigenerational rancher who shared his story. Amy emphasizes the importance of finding the person who wants to tell the story and getting small towns to realize their potential and be creative in showcasing their history to visitors.

Inter-State Coopetition

On the podcast, Amy also shares a couple of exciting examples of coopetition, including partnerships with Nebraska and Colorado to develop itineraries that showcase the historical places of the states. By combining their resources, they were able to create unique experiences that bring more business to all three states. It’s so exciting to see how these collaborations are creating new opportunities for group tours and expanding the travel industry in unique ways.

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/

 
Feb 22, 2023

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:

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/

Feb 15, 2023

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:

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/

Feb 8, 2023

Jill Delaney is the President and CEO of Discover Albany, previously known as the Albany County Convention and Visitors Bureau. Discover Albany represents hundreds of local businesses and attractions and assists each year in hundreds of regional meetings, events, and destination promotion. Discover Albany also operates the Discover Albany Visitors Center and the Albany International Airport Information Center and serves as Albany County’s Official Film Commission and Sports Commission.

Jill previously served as the President and CEO of the New York State Tourism Industry Association (NYSTIA), a statewide organization serving Tourism Promotion Agencies like Discover Albany as well as attractions and service providers.

Jill currently serves as the Legislative Chair of the NYS Destination Marketing Organization. She is also a board member of the Empire State Society of Association Executives (ESSAE), Co-Chair of the Destinations International Small Destinations Council, and VP of the Capital-Saratoga Tourism Region. She is a member of the Hudson Valley Tourism Board, the Albany Institute of History and Art Community Engagement Committee, the Capital Region Sports Foundation, and the Albany Airport Master Planning Committee, and serves her alma mater as President of the University at Albany Alumni Association as well as the University Council.
Jill and her husband, Michael, live in Clifton Park with their three children.

On this episode of Destination on the Left, I talk with Jill Delaney, President, and CEO of Discover Albany, about their Discover My Albany campaign and how it has led to the DMO standing out in a way that goes beyond visitor numbers and into economic development and destination management. We also discuss their renewed focus on community partnership and how Discover Albany serves as the official Film and Sports Commission for Albany County.

What You Will Learn in this Episode:

  • How Jill is promoting Albany’s unique attributes as a way to attract more visitors
  • How they launched the ongoing resident-led series called “Discover My Albany” to promote the city
  • Albany’s role as a key economic driver for the county
  • Why they made the decision during the pandemic to keep all staff and figure out the finances as they went
  • Why collaboration with neighboring counties of Long Island and Schenectady is vital to keeping up to date
  • Details of the Destination East trade show and how they impressed event planners from all over the country with the collaboration and teamwork within New York State

Promoting Albany’s Unique Attributes

Albany has decided to lean into its unique attributes to attract visitors. The city boasts a solid community, a low cost of living, and an abundance of fascinating history and architecture. To promote the city, Albany has launched an ongoing resident-led series called “Discover My Albany.”

The series weaves personal stories from all parts of Albany County into the visitors’ guide and features videos by locals showcasing their favorite places and what they love about living and working in the city.

Emerging as a Key Economic Driver for the County

During the pandemic, Discover Albany made the hard choice to keep all of their staff and figure out the finances as they went. This decision proved to be beneficial as it allowed them to focus on new challenges, such as attracting filmmakers and sports teams to the city. As a result, the county executive and legislature chair officially designated Discover Albany as their official Film Commission and Sports Commission.

Collaboration is the Key to Success

Collaboration is key for Discover Albany, and Jill shares how they work with neighboring counties to be stronger together. Recently, they were selected to sponsor and host Destination East, a trade show organized by Northeast Meeting Group.

This collaborative effort impressed meeting planners from all over the country and showed how well New York State works together to get the job done and ensure the best outcome for clients.

Resources:

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Feb 1, 2023

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:

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Jan 25, 2023

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:

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Jan 18, 2023

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:

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Jan 11, 2023

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:

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Jan 4, 2023

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:

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Dec 28, 2022

I’m sharing more insights from the group travel industry in the second episode of a special three-part series of Destination on the Left episodes from the National Tour Associations Travel Exchange in Reno. I’m excited to share their thoughts on key trends and challenges as we move into 2023.

In this episode, you’ll hear from:

Group Travel Wisdom The National Tour Associations Travel Exchange

I have loved talking with all the amazing, experienced group tour specialists at the NTA about how they envision the future of their sector. During our short interviews, I also asked them about current trends they are seeing in the industry, where their challenges lie, and the one word they would use to describe their experience of the National Tour Associations Travel Exchange. You’ll be fascinated by their answers!

Jim Warren, US Group Specialist at Anderson Vacations

Jim reflects on trends that Anderson Vacations has been seeing in the group travel industry, including the customer desire for smaller groups. He describes how they have leveraged that trend and started to develop smaller group experiences of between 12 and 20 people and why they are keen to move that trend forward.

Lorna Davis, Global Sales Manager at Travel Oregon

In her mini-interview, Lorna talked to me about the number one issue that Travel Oregon is facing right now and how they are moving through that challenge. She describes some of the ways they endeavor to meet the demands of group travel customers despite often struggling with adequate staffing. Lorna also shares the need to be genuinely hospitable and greet guests with a smile no matter what’s going on behind the scenes.
Mark Brodeur, International Tourism & Group Sales Director at Visit Rhode Island

Mark’s word to describe the NTA Travel Exchange is ‘opportunity’. He shares why he loves participating in the knowledge exchange that the event allows and how it helps Visit Rhode Island stay abreast of current trends in the group travel industry. He also digs into some of the trends his destination is seeing right now, including creating personalized experiences within the group travel niche.

Nick Calderazzo, President at Twin Travel Concepts

In our conversation, Nick reveals that his organization is seeing later bookings and reflects on why people are waiting longer to make decisions. He also shares the changes he has seen in the senior group travel market, particularly their growing comfort with looking for and booking their travel online and the need to build unique, off-the-beaten-track experiences.

Peter Pantuso, President & CEO at ABA

According to Peter Pantuso, expectations in the group travel niche are changing. He discusses how they are creating individualized experiences for guests within a group tour and likens the experience to a cruise where people are traveling together but also have the opportunity to split into smaller groups to satisfy different interests. Peter firmly believes that understanding the need to provide something for everyone will be a key theme in 2023.

Ryan Robutka, Senior Manager for Market Development at Via Rail Canada

One of the challenges Ryan Robutka of Via Rail Canada has faced over the past couple of years is doing more with less. He describes how despite their staff being extremely stretched, they have been able to come through and offer the experience that travelers are looking for. They have committed to protecting the core experience their travelers are looking for in addition to catering to some of the more recent trends in the group travel industry.

Todd Read, Trade & Consumer Sales Manager at SoIN Tourism

Todd and I discuss the future of group travel, including the greater need for flexibility. He shares what SoIN Tourism can do as a DMO to help group travel organizations set up fantastic experiences for guests and how their intimate knowledge of their destination can help. As he says, ‘you can’t just sit back and do what you’ve always done.’

2023 and Beyond in the Group Travel Sector

My guests make it clear that the future outlook for the group tour industry is bright, and its evolution is opening up new opportunities for all stakeholders. They highlight the small group trend that started before the pandemic and continues today, and how that trend opens up new destinations in group travel. We also discuss the importance of remaining flexible and continuing to change with the industry, and move through challenges with grace.

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/

Dec 21, 2022

For this first episode in a special three-part series of Destination on the Left episodes, I visited the National Tour Associations Travel Exchange in Reno and spoke with several experts in the travel and tourism industry. My guests shared some of their wisdom in mini-interviews, focused on the trends, challenges, and future outlook for the group travel industry. The brilliance each of these leaders shared is certain to be invaluable as we seek new opportunities in group travel.

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

Travel and Tourism Insight from The National Tour Associations Travel Exchange

The National Tour Associations Travel Exchange is an incredible event that allows experts in group travel to exchange ideas about the trends in the potential opportunities for group tour operators in 2023 and beyond. It was my honor to speak to some of the extraordinary guests at the travel exchange to get their insights into where the group travel industry has been, where it’s going and share key information and strategies for the future.

Amy Larsen – Industry Relations Manager at Wyoming Office of Tourism

Amy shares her perspective on travel trends she has seen over the last few months, including visitors’ desire to see their smaller towns and unique destinations. People are connecting the pioneer spirit and the western heritage which is central to Wyoming. She describes why the COVID-19 pandemic led to a desire for simpler times and why it’s such an exciting trend for Wyoming.

Debbie Jones – Senior Vice President & Client Relations at Trip Mate, Inc.

Debbie and I talk about the number one issue facing the industry today and how her organization is helping to address it. She shares the challenges travelers often face in finding an appropriate insurance plan for a more mature audience. Debbie discusses how her company provides peace of mind and ease of access for people traveling in groups.

Eddie Lutz – Director of Sales at Ark Encounter/Creation Museum

Eddie discusses the number one issue facing his organization right now and how they are moving through it. We dive into the industry-wide issue of a lack of staffing and why it’s so concerning for group travel companies. Eddie describes why his organization has committed to taking on a leadership role in their region, working with hotels and attractions to ensure they are ready to offer guests exemplary hospitality.

Jay Smith – President at Sports Travel and Tours

I talked with Jay about what he believes the group tour operator of the future will look like and how they’ll get there. He shares why he thinks group tour operators will have to be a little more creative to continue bringing unique experiences to the plate that people just can’t do independently. We also discuss how we can educate the younger community of travelers on the benefits of group travel.

Lee Callicut – Destination Sales Manager at Visit Montgomery

Lee shares how Visit Montgomery flipped from a destination marketing organization trying to bring travelers into the area to what they call a destination management organization focusing on serving people who live in the area. He shares the lessons they learned and how they have translated into providing small-group outdoor-based experiences for visitors and locals alike.

Marcel Perkins – General Manager at Latin Trails

Marcel discusses the issue of sky-high flight costs facing the touring travel market and how his organization is responding to it. He shares why many travelers are waiting for flight prices to Europe to drop before they plan their trips and gives his recommendations for what destinations should be doing to be ready for guests when the time comes.

Michael Collins – Group Tour Coordinator at Nebraska Tourism Commission

Post-COVID-19 travelers are rediscovering the wide open spaces and rural areas of the USA. People are looking for destinations that are quirky, out of the ordinary, and a fun place to visit, and Michael describes why that describes Nebraska to a T. He also shares what his team is doing to capitalize on that trend.

Key Trends for 2023

According to my guests, trends for 2023 include active itineraries, small-town visits, and a definite focus on seeking the simpler pleasures in life. Our discussions also touched on the importance of having professionals in the industry mentoring new team members at hotels, restaurants, and attractions where tour operators plan to visit and how that might impact the generalized staffing shortage.

Dec 21, 2022

In the second episode in a special three-part series of Destination on the Left episodes from the National Tour Associations Travel Exchange in Reno, I’m sharing more insights from the group travel industry. I’m excited to share their thoughts on key trends and challenges as we move into 2023.

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

Peter Johnson, Manager & Market Development at Tourism Nova Scotia
Richard Arnold, President at Atlantic Tours Limited
Tillie Youngs, Sales Manager at Visit 1000 Islands
Anjuli King, Director, Domestic Group Tour & Entertainment Sales at Visit Savannah
Debra Asberry, President & Founder at Women Traveling Together, Inc.
Heather Egan, Director of Leisure & International Sales at Grapevine Convention & Visitors Bureau

Travel and Tourism Insight from The National Tour Associations Travel Exchange

In my interviews at the NTA, I talked with tour and travel professionals about how dynamic and resilient the group tour industry is. I asked each guest to share trends, challenges, and the future outlook for the tour industry from their viewpoint — you will find a lot of similar themes running through their answers.

Peter Johnson — Manager & Market Development at Tourism Nova Scotia

Peter discussed the number one issue they are facing in the industry right now and how Tourism Nova Scotia are moving through it. He shares what they’re doing to combat labor shortages with innovative ways to bring people back to the industry, including working closely with partner organizations.

Richard Arnold, President at Atlantic Tours Limited

The impact of COVID-19 on the group travel industry included reducing numbers on tour departures for health and safety reasons. Richard describes how this pivot has led to Atlantic Tours developing an offering of small group departures and why he believes that offering individual, unique experiences are among the key trends of 2023.

Tillie Youngs — Sales Manager at Visit 1000 Islands

Tille describes the impact straddling two countries has on her destination marketing organization. She discusses their notable collaborations on both sides of the St. Lawrence River and why they have always seen themselves as a two-nation destination. We also talked about the opportunities to collaborate and work as closely with international partners.

Anjuli King — Director, Domestic Group Tour & Entertainment Sales at Visit Savannah

There are so many great destinations that have a huge amount to offer groups, and Savannah is undoubtedly one of those places. Anjuli shares some of the trends she is seeing right now in the group tour industry, including the popularity of their black history tours. She also discusses why she believes that Georgia as a whole has opened up to new opportunities in the last couple of years.

Debra Asberry — President & Founder at Women Traveling Together, Inc.

Debra tells me about why she founded Women Traveling Together and describes the ethos of their exclusively small group women tours and why they embed a tour leader to manage group dynamics and just show guests a wonderful time. Debra also gives me her word to describe the NTA Travel Exchange, which is ‘ready’ and dives into how it relates to relationship building within the group travel and tourism industry.

Heather Egan — Director of Leisure & International Sales at Grapevine Convention & Visitors Bureau

Heather and I discuss some of the problems that have become evident in the group travel niche over recent years. She shares how her organization balances the needs of the group tourism industry with the requirements of individual travelers and why they remain committed to finding the best way to accommodate groups and maintaining key relationships in the sector.

Moving Through Challenges

These brilliant travel professionals join me in exploring key trends and challenges for 2023 and how the COVID-19 pandemic has informed what’s going on in the group travel niche right now. My guests also describe the NTA Travel Exchange in just one word, and some of the key themes you’ll hear in this episode center on partnership, invigorating the industry, and strong connections. Get ready to be inspired!

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/

 
 
Dec 7, 2022

Sarah Howe has a 25-year career leading marketing and sales for organizations of varying industries, each with its own thread in the love of the outdoors. Her joy is ignited by energizing teams around common goals and passion projects, building support through stakeholder involvement, creating clear and effective messaging, as well as giving back to the community.

She currently holds board member positions with the Vermont Lodging Association, New England Inns and Resorts Association, Accelerate Woman Leadership in Hospitality, and StepsVT (Steps Against Domestic Violence). Sarah is an avid downhill skier, sailor, hiker, mountain biker, or anything else outdoors.

On this episode of Destination on the Left, Sarah and I discuss the importance of forging strong connections with both guests and staff at the Lake Morey Resort and how it has helped them strengthen their positioning within the community. Sarah also describes some of the unique community partnerships her company is building and how they help them deliver a better experience for guests and staff alike.

What You Will Learn in this Episode:

  • Sarah’s background in the hospitality industry
  • Innovations that have helped the Lake Morey resort stand out from the crowd
  • When Sarah realized it was critical to consult the resort’s staff on what they felt was the heart of the resort
  • How Sarah communicates a sense of connection to attract new guests to the resort
  • Why Sarah is keen to encourage people to communicate with her where their comfort level, be that email, phone, or text message
  • Creative solutions Sarah has come up with to help her destination move through recent challenges
  • Why reaching out to your peers in the industry can help you determine how to make long-term changes
  • Exciting things in the pipeline for Sarah and Lake Morey Resort
  • How Sarah and her team are leaning into their community partners

Connectivity

Sarah shares why she appealed to the resort staff to understand what makes Lake Morey resort different. She shares how the team came up with their slogan, ‘you come as friends, and you leave as family,’ and why it’s important to her that guests leave connecting more deeply with each other. Sarah discusses how she leaned into that philosophy in her marketing and updated their website and printed materials to highlight how important connectivity is at Lake Morey.

Creativity in the Face of Challenge

Sarah and I discuss how COVID-19 inspired her team to take a step back and look at how they were doing things and really try to be creative. Change can be hard, but once you start making change, the next change is easier and opens those doors and lets the creativity flow.

Sarah describes how the input from other hospitality leaders in Vermont and New England helped her team to really understand what was happening and what was working and what wasn’t. Creativity often involves stepping out of your comfort zone, starting new projects, and embracing creativity.

Community Partnerships

Looking into the future, the team at Lake Morey is most excited about their community partnerships. Although they offer their guests a fun and engaging time at the resort, they are planning to offer other community engagement opportunities too.

They also plan to grow their free outdoor concert series and extend their winter markets and trivia nights. The Lake Morey resort is being creative and offering different experiences to different types of people so that the whole community can come and enjoy themselves.

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/

Nov 30, 2022

Bree Nidds is a tourism, travel, and hospitality professional. She is often found speaking, facilitating, and presenting as one of tourism’s biggest advocates. She is Vice President of Sales & Operations at Discover Lehigh Valley, where she resides in Allentown, Pennsylvania.
Bree was honored with the Smart Meetings Catalyst Award: Rising Star in 2021 and has been named “20 in Their Twenties” by the Professional Convention Management Association and “30 under 30” by Destinations International. In her free time, Bree enjoys competing in triathlons and swim competitions.

On this episode of Destination on the Left, I talk with Bree Nidds about the importance of the travel industry working collaboratively to elevate travel in the minds of consumers. She shares her insights about how in-market advertising helps drive visitation and why working collaboratively in the meetings builds enhanced future visitor numbers.

What You Will Learn in this Episode:

  • Bree’s journey in destination marketing and how her previous experiences lead her to Lehigh Valley
  • What’s coming up for destination marketing organizations in the spring, and how we can prepare our teams for the future
  • Creativity in the tourism and hospitality industry space and what Lehigh Valley is doing to help their destination stand out from the crowd
  • How community building became a part of Lehigh Valley’s marketing strategy
  • Some of the things in the pipeline for Bree and Lehigh Valley
  • How Bree and the team use data to drive their marketing strategy
  • The collaboration that saw Lehigh Valley hosting an inaugural cycling event involving 1500 riders
  • Bree’s advice for setting the groundwork for a successful collaboration or partnership
  • How Bree sees the future of destination marketing evolving in 2023 and beyond

Travel as a Consumer Priority

People have so many choices about where they spend their money, and destination marketers need to understand where travel ranks on that list of people’s priorities. On the podcast, Bree shares why it’s a personal goal of hers to look beyond how Lehigh Valley is competing with other destinations and understand how we compete with other industries.

Marketers help travel and tourism to remain a high-ranking option on visitors’ to-do lists. In the industry, we need to think about the bigger overarching story we need to dig into as a community to stand out. Collaboration is the key to bettering ourselves in destination marketing, and Bree explains why, in Lehigh Valley, they are keen to leverage as many opportunities as possible.

Data-Driven Insights

We dive into the data and discuss the valuable insights it generates about a destination. Bree shares why their partners are interested in that information and why the COVID-19 pandemic gave them the impetus to look at the figures and understand the forecasting.

She goes on to describe how that information allowed Lehigh Valley to think about what their destination needs to do to gather the right data and use it in a resourceful way to make decisions about their tourism economy.

Moving Forward into 2023

Bree and I also talk about why she is so excited about moving forward into 2023 and the development in terms of their hotel room supply coming into the market. She discusses Lehigh’s impressive growth over such a short period, what that means for their tourism economy, and how it drives their marketing strategy.

Resources:

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Nov 16, 2022

Camille uses her creative magic with words combined with strategy to create and execute high-quality marketing campaigns for Break the Ice Media’s clients. She approaches projects by looking at the big picture, whether as a project manager, writer, or problem solver. She oversees accounts and provides strategic direction for destination clients and their stakeholders, as well as directing and executing Facebook advertising campaigns. When Camille’s not at work, she loves experimenting with new craft projects and playing clarinet in a community orchestra. She also sits on the board of a local non-profit organization focused on personal growth, providing strategic marketing and direction.

On this episode of Destination on the Left, I talk with Camille Zess. Camille is part of the Break the Ice Media team, and she joins me on the show to share her expertise in digital marketing. She discusses how one of our tour operator clients rejuvenated their marketing after the COVID-19 pandemic and gives examples of how she was able to work with them to spread their message. Camille also dives into the details of how you can prepare your marketing plans for 2023.

What You Will Learn in this Episode:

  • How Camille approaches planning for a digital campaign
  • Why it’s essential to ensure your strategy aligns with the goals of your business
  • How digital advertising helps companies find customers even when they’re in the dreaming and planning stage
  • Real-life examples of how Break the Ice Media has had great results from the digital marketing strategies and tactics Camille has implemented
  • Tips for optimizing a landing page for conversion
  • The importance of looking after your existing customer database
  • What kinds of tweaks Camille is considering for digital advertising campaigns moving into 2023
  • How to download the Break the Ice Media guide: Facebook & Instagram Advertising for Tourism Marketers

Your Digital Marketing Strategy

Client work always starts with strategy — we need to ensure that everything we’re planning aligns with the business’s goals and focuses on their target audience. Digital advertising follows the customer journey on their path to booking, from their spark of inspiration when they start dreaming about where they’re going to go to the planning and booking phase and finally experiencing their destination and sharing their reviews.

So as part of the marketing team, we need to consider strategies that will reach people dreaming of a vacation to find your destination, product, or service.

Optimize Your Landing Page

Landing pages are so crucial for every kind of marketing campaign, but a true landing page has no additional navigation. It doesn’t give the user any opportunity to click away from the information we want them to interact with. On your landing page, it’s essential to include great visuals and a call to action as high on the page as possible — to guide visitors to take that action.

Should You Still Be Advertising on Facebook?

Facebook has its flaws, and there has been a certain amount of controversy about the platform, but it’s still such a valuable channel that gives good results. In 2021, prices increased in terms of cost per click and cost per result on Meta’s channels but compared to many other types of digital media advertising, they are still relatively cost-effective.

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/

Nov 9, 2022

Kathy Condon is a travel writer who has visited 29 countries, 49 States, and 16 islands. She formally trained throughout the nation on face-to-face networking. When the pandemic hit, she made the decision to become a travel writer and made a solid base while sequestered at home. Now Kathy is using her face-to-face networking skills to make a thriving travel writing career.

On this episode of Destination on the Left, I talk with Kathy Condon, a travel writer who used the COVID-19 pandemic as a chance to start a totally new career in a niche she loves. Her dedication to the craft and her finely honed networking skills have ensured that her travel writing business has progressed at a tremendous pace. Kathy also shares her tips for building productive relationships with PR professionals and how she has raised her professional profile using Google Maps.

What You Will Learn in this Episode:

  • Why the pandemic prompted Kathy to pivot from her career in face-to-face networking into travel writing
  • How Kathy works with businesses and destinations to help them stand out from the crowd
  • How her previous career in networking has opened up new opportunities
  • Why trust is an integral part of how Kathy works with PR companies
  • Creative solutions that Kathy found to overcome the challenges of creating a travel-based business as the industry is recovering from a pandemic
  • Why Kathy believes that for destinations, a travel writer is a better investment than a social media influencer
  • How Kathy leverages Google Maps as a tool to showcase her skills
  • The opportunities that have come Kathy’s way because of her commitment to building genuine relationships

Visiting Underexposed Destinations

On the show, Kathy describes why she is so fascinated by so-called secondary cities. She shares some of the incredible, off-the-beaten-track places she has explored and dug deep into to find their hidden gems. Kathy highlights that PR companies are usually thrilled to work with her because of her willingness to delve into what makes an underlooked destination so unique.

We also discuss how Kathy’s previous career as a trainer and coach on face-to-face networking skills has made getting her new business off the ground so quickly possible.

Unexpected Ways to Attract Visitors

If you’re trying to attract people to a destination that doesn’t usually top the ‘must visit’ lists, you have to be creative in your marketing. Kathy explains why travel writers provide the most bang for your marketing buck because of their skill as storytellers. We discuss the value that writers like Kathy provide, including increasing a destination’s visibility on social media and using clever tools such as Google Maps to add pictures and reviews.

Writing Ethically

Authentic travel writing is firmly based on the writer’s experience of a destination, and Kathy is very clear about where she stands ethically on only writing about places she has visited herself.

We discuss the importance of staying true to your values as a travel writer in everything that you do professionally. Kathy describes why when she approaches new publications or PR organizations to pitch a story, she always commits to spending real time in a place and understanding what it offers. We also touch on the fact that as glamorous as being a travel writer seems, it can also be hard work with lots of time spent on the road.

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/

 
Nov 2, 2022

Alex Bickers, President and Creative Director of Reveal Events Group, is an award-winning event producer and creative consultant. He is driven by creating the best experience for his clients, team, and, ultimately, the audience.

In September 2020, he was named the Meeting Planners International (MPI) BC Chapter Event Planner of the Year. In April 2021, he was listed for the second time as one of the top 250 Canadian Event Professionals by BizBash, and the top 30 Canadian Event Producers and Designers. In July 2002, Alex was named Event Professional of the Year by the International Live Events Association (ILEA) Vancouver Chapter.

In 2019, Alex was awarded the coveted title of Canadian Event Professional of the Year by The Canadian Event Industry Awards, which are the hallmark of achievement in the Canadian event and meeting industry.

On this episode of Destination on the Left, I talk with Alex Bickers about his 25 years in the events industry and why he loves creating joyful experiences for his guests. He shares his outlook on virtual and hybrid, and live events in the future. We also dig into community building, and Alex describes some fabulous celebrations hosted by and for the Vancouver event industry.

What You Will Learn in this Episode:

  • The philosophy behind the Reveal Events Group
  • The event that kicked off Alex’s fascination for live-scale productions
  • Why creating joyful experiences is at the core of what Alex and his team do
  • How events organizers are demonstrating their creativity in the meetings industry space
  • How the events industry has changed in the post-COVID-19 world and whether the innovations we’ve seen are here to stay
  • Why we’re seeing such massive demand for a return to in-person events, particularly in the run-up to Christmas 2022
  • A specific example of how Reveal Events Group has innovated at the World Indigenous Suicide Prevention Conference to support attendees
  • How to connect with Alex and his team

Using Technology Creatively

The technology that enables us to serve clients’ needs in a very tailored way has come on in leaps and bounds, and the way people work today means that event organizers can work around the needs of several different subsets of event attendees.

On the podcast, Alex describes the pent-up demand for live events and the effect on people of having to miss out on in-person interaction. We talk about the huge demand in 2022 for face-to-face conferences and hybrid events, and Alex shares the kinds of creative touches that event producers are making to differentiate themselves from the competition.

Global Relationships

We discuss the upsides of being forced to develop global relationships due to the pandemic and how the Reveal Events Group has been able to create some exciting projects. Alex shares that his company has been able to establish bonds with organizations in the UK, Asia, and Australia because much of the world has turned to virtual events for so long. Now, there are no borders for businesses — from their studio in Vancouver Reveal that can work their magic across the world.

Themed Events

Alex also shares his opinions on the importance of collaboration in the travel and tourism industry. He gives a fantastic example of one of the collaborations in which he has been involved — the Vancouver event industry holiday party dating back to his time as President of the International Live Events Association (ILEA). Alex discusses how the team was able to bring together professionals from across the industry to create fabulous themed events, even inviting guests through the wardrobe into the fictional snowy world of Narnia to celebrate the winter holidays.

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/

Oct 26, 2022

Leah is the Chief Marketing Officer for the Puerto Rico Destination Marketing Organization, Discover Puerto Rico. As CMO, Leah is responsible for providing strategic marketing leadership for the organization, overseeing the DMO’s paid media, creative, public relations, brand development and management, and digital strategy.

Before her move to San Juan, Leah was the Chief Marketing Officer for Explore Branson, where she led the growth of the community’s tourism industry for five straight years, repositioning the destination’s brand and posting back-to-back years of record ROI for the organization’s marketing program. In previous years, Leah led the Missouri Tourism account at H&L Partners, the agency of record for the Missouri Division of Tourism. In this role, Leah developed and guided the strategic direction of the Divisions marketing, managing paid and earned media, creative and interactive development, and campaign implementation. Leah led Missouri Tourism’s brand repositioning effort in 2013, introducing a new brand identity and corresponding campaign featuring Enjoy the Show.

Leah is a travel and tourism industry veteran, having directed the Indiana Tourism account for five years prior to joining H&L Partners. Leah earned her Certified Destination Management Executive (CDME) credential in 2014. This designation from Destinations International is the tourism industry’s highest individual educational achievement.

On this episode of Destination on the Left, I talk with Leah Chandler, who describes what community lead tourism means to the team at Discover Puerto Rico and how they have built partnerships across the island and internationally. She shares how her organization is building brand equity through creative collaborations, including establishing a Pantone color called Puerto Rican sunshine, teaming up with a UK fashion designer for New York Fashion Week, and pitching and landing a Spanish language countdown with Dick Clark’s New Year’s Rockin Eve with Ryan Seacrest that was hosted and broadcast from San Juan.

What You Will Learn in this Episode:

  • Leah’s experience of building a brand new DMO in Puerto Rico
  • The things that ensure Puerto Rico stands out from the crowd including encouraging visitors to connect meaningfully with the island and its culture to give them a feeling and emotion that they can’t get at home via their Live Boricua campaign
  • How Leah and the Discover Puerto Rico team apply their points across a variety of verticals
  • How they have moved through the challenges of the last five years, including political unrest, an earthquake, and a global pandemic, as a new DMO and how their crisis playbook helped them
  • Leah’s advice for listeners building an organization from the ground up
  • Some of the collaborations and initiatives that Leah is excited for in the future
  • How a cold call resulted in Discover Puerto Rico landing the first Spanish language countdown with Dick Clark’s New Year’s Rockin Eve with Ryan Seacrest, which was hosted and broadcast from San Juan.

Building a Brand

Tourism destinations aren’t always considered a brand, but according to Leah Chandler of Discover Puerto Rico, they certainly are a brand. She describes why it can be hard for a brand to develop equity when it’s constantly changing and how her team is creating a space in potential visitors’ minds for the type of experiences they can have in Puerto Rico.

Leah also highlights the importance of finding Puerto Rico’s point of differentiation, which is the culture, and ensuring everything the DMO does ladders up to that positioning throughout all of its messaging, earned media, and paid channels.

Research

At Discover Puerto Rico, they are super serious about their research and data to ensure that before they put something into the market, they can be confident of what consumers are looking for. This is how the idea for the Live Boricua campaign was born – the term is used to signify someone of Puerto Rican heritage and brings to mind a way of life, a spirit, and a flavor of the island.

Leah shares how the concept highlights how visitors can enjoy Puerto Rico like a local and acts as a love letter to the island, its residents, and its visitors.

International and National Partnerships

We dive into some of the creative collaborations that Discover Puerto Rico has been involved in, including an innovative project that involved distilling the unique color of Puerto Rican sunshine, then working with the Pantone Colour Institute to turn it into a Pantone color they could leverage across several different verticals and work streams. Some of the partnerships that enjoyed this infusion of Puerto Rican sunshine included New York Fashion Week with designer Christian Cowan, an eco-friendly paint brand, and a local popsicle shop.

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/

Oct 19, 2022

Alvaro is a Creative with diverse talents and accomplishments. He co-founded CRANT, a creative machine learning company that has become one of the most innovative companies in Brand Intelligence Marketing today. They have developed an AI-backed platform that helps brands improve their Brand Love and DEI (Diversity, Equity, and Inclusion) strategies by using machine learning on public data to make their programs trackable and actionable, allowing brands to be methodical in finding insights and making decisions about how best to serve their communities on a daily basis.

His over 35 international awards, including Cannes Lions, Effies, Webbys, Clios, and more, led him to lead Miami Dade Beacon Councils’ “Created in Miami” program to turn Miami into a diverse Crea-Tech capital.

Alongside his friend and Indycar race car driver Tatiana Calderón, he also started the Ladies Start Your Engines program, which helps girls worldwide have a fair chance to succeed in a world designed for men.

On this episode of Destination on the Left, I talk with Alvaro Meléndez about his new company CRANT, which stands for Creativity and Technology, and why he was inspired to start the business. He shares insights on how brands can help transform people and why being purpose-driven and mission-focused is critical. We discuss brand love, what it really means, and how focusing on one thing leads to more customers.

What You Will Learn in this Episode:

  • What got Alvaro to where he is today in the travel and tourism industry
  • Why being exposed to a range of cultures and people fosters creativity when you get all those different inputs
  • Marketing campaigns in Alvaro’s early career that inspired him to think more deeply about branding
  • Alvaro explains the rationale behind focusing on the upper funnel and lower funnel in marketing
  • Using data to be able to measure the efficacy of your branding
  • How listeners can use CRANT to help them stand out in a noisy marketplace
  • What brand love is, how to grow it, and how to measure it
  • The project that Alvaro and his team are working on to help make the world more diverse, equitable, and inclusive

Improving Data Collection

Alvaro started CRANT to combine all the branding frameworks he had learned over the years, including new technologies such as AI and all the data in the digital space. His tool helps marketers track and measure what they are doing on a brand level. Marketers often avoid doing brand studies because they are so expensive and are, therefore, unable to demonstrate progress in digital campaigns.

Defining Your Brand

The theory behind defining a brand can be complex. Alvaro describes why they went right back to basics and began thinking about why every brand has the same end goal, which is to be relevant and to mean something to people so that they are willing to exchange time and money for a service, experience or product. Brands must have a promise or purpose that is very well defined and offers a solution to its customers.

Be Mission Focused

Standing out in a crowded marketplace is tough, so CRANT is super purpose-driven, which has helped them stay very authentic, very humble, and very mission-focused. Often the problem is that brands have difficulty tracking their output or finding ways to be more relevant, more engaging, and different.

Alvaro describes why they focus on what they call a very narrow doorway with their marketing and do just one thing really, really well. He explains why niching down has attracted even more right-fit clients, particularly in the travel and tourism business.

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/

Oct 12, 2022

Willma Harvey has more than 25 years experience in the tourism industry. She is Director of Sales and Business Development for River Parishes Tourist Commission in Louisiana. Proud to be born and raised on the Mississippi Gulf Coast, Willma is passionate about her region and promoting destinations. She has her Master’s Degree in English and is currently collaborating with movie and film industry professionals in her position as Director of Sales and Business Development.

On this episode of Destination on the Left, I talk with Willma Harvey, Director of Sales and Business Development for River Parishes Tourist Commission in Louisiana. She shares the story of over 25 years in the tourism industry and walks us through her region’s decision to change their brand from Plantation Country to River Parishes. Wilma also shows us why it is essential to know what is indigenous to your region and how leaning into it will help your destination stand out from competitors. We also discuss a creative collaboration that Wilma created recently, and she gives us a great recipe for setting successful collaborations.

What You Will Learn in this Episode:

  • Willma’s journey in the travel and tourism industry, including her role as the first eco-tourism sales manager in the United States
  • Willma’s experiences in creating innovative experiences that attract new visitors to her region
  • Some of the cutting-edge sustainable and wildlife events that Wilma has organized
  • Why it’s important to know what your competitors offer visitors
  • How they capitalize on the elements indigenous to the River Parishes Tourist Commission region
  • Why they decided to rebrand their destination in 2020 in the wake of the movement against social injustice in the US
  • The project on developing policies and procedures for film and movies that Willma is excited about right now and how the interest in the River Parishes region as a filming destination developed over the years
  • The coopetition tour encompassing several neighboring parishes that Willma was excited to be part of recently

Understanding Your Competitors’ Offer

Willma shares why she makes it a priority to know what her competitors have to offer visitors. She shares her in-depth knowledge of the Deep South coastal regions and the various tourism products in Mississippi, Louisiana, and Alabama. She outlines how that knowledge allows her to offer tour operators, or meeting planners, a great product because she knows how to collaborate with local partners (and competitors) for the visitors’ benefit.

Moving Through Challenges

We discuss a recent challenge that Willma’s team in Louisiana had to work through in making the difficult decision to change their brand from Plantation Country to River Parishes. Willma explains why it was such a big challenge but also why they viewed it as an inevitable change they would have to make. She shares why they decided to move quickly rather than go through a long brand analysis process and whether they got any pushback from local people on the rebrand.

Your Destination in a Movie

The Deep South has always been popular as a movie destination. Willma describes some of the film and TV collaborations she has been involved with in the River Parishes region. She explains the importance of building relationships with key players to ensure that your region stays top of mind when they’re searching for the right location for their next project.

Of course, if you’re hoping to attract Netflix or movie companies, you need to have the organizational infrastructure to make a collaboration run smoothly. Willma outlines her role in developing policies and procedures for films and movie companies coming to her area and explains why River Parishes decided they needed to have a strategic plan in place for dealing with those inquiries.

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/

Oct 5, 2022

Jay Kinghorn leads Zartico’s data and analytics team, helping destination marketing organizations (DMOs) use data-centered insights to market and manage their destinations more effectively.

Zartico’s mission is to provide the clearest perspective of the visitor economy. As the world’s first Destination Operating System®, Zartico combines science, technology and domain expertise to create SMART destinations and positively impact communities. Through its proprietary integrated data model, Zartico answers the “why”. With decades of destination and travel experience, Zartico is uniquely positioned to lead the transformation from global destination marketing to global destination leadership.

Jay was previously the Associate Marketing Director at the Utah Office of Tourism, where he led the agency’s content, social, marketing analytics, and digital marketing initiatives. In 2017, Jay received the Peter Yesawich Award for marketing excellence from the Travel and Tourism Research Association and MMGY Global.

Jay is a Colorado native living in Salt Lake City, Utah, with his wife and two children. He enjoys trail running, watching his son’s soccer games, and skate skiing.

On this episode of Destination on the Left, I talk with Jay Kinghorn about the challenges that DMOs face when trying to interpret data. He shares how the right tools can help destinations make better decisions that will lead to better outcomes for their communities. Jay also describes the five foundations for the contemporary DMOs that he hopes will solidify into industry-wide standards in the not-too-distant future.

What You Will Learn in this Episode:

  • How Jay transitioned from photography into travel and tourism
  • Three reasons Jay and his partners were motivated to start Zartico
  • What a Destination Operating System is and how it helps you understand the rhythms and the flows of your destination
  • What the three core data sets can tell a DMO about their visitors
  • How to use data to introduce visitors to new opportunities within a community
  • The five foundations that will help to solve a DMOs marketing challenges, including demand generation, visitor distribution, economic opportunity, accountability, and stability

Destination Operation Systems

Jay shares why he didn’t want Zartico to be just a passive reporting platform but something that helps you understand your destination’s rhythms and flows. He describes why the critical components within their destination operating system rest on three core data sets – anonymized geolocation data, anonymized credit card data, and predictive event-related data, all of which help you understand visitor data.

Storytelling

We discuss how destination operating systems can really make an impact and help drive visitors from big attractions into smaller local businesses. DMOs have leveraged digital tools to become expert multimedia storytellers to communicate the story around the people, places, experiences, and historical and cultural touchstones that make your destination unique.

A DMO can play a vital role in layering in how to have a local experience and experience the unique cultures that form part of the region. DMOs need to think creatively about how to tell their stories, and that’s where Zartico’s operating system connects the dots between actions and outcomes.

The Future Framework

According to Jay, the five foundations that will help to solve a DMOs marketing challenges are demand generation, visitor distribution, economic opportunity, accountability, and stability. He shares why he hopes that DMOs will start to adopt this as a framework and help flesh it out so that, as an industry, we can grow around the five foundations by understanding how the data can help you strategically drive demand in your location.

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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