Living in Southern Africa for 12 years, Thomas has 20 years of experience in the Hospitality and Tourism sector while working for brands like TUI and Thomas Cook in 8 countries and cultures. His focus on digital marketing and distribution, the turnaround of Hospitality and Tourism businesses, and the opening of Hotels has made him a Digital Native Hospitality and Tourism professional. Before that, he started his career with the largest commercial company, METRO, in Europe and IBM, where he evolved his career in IT, software development, and systems integration. It is this combined commercial, IT, Digital, and Hospitality and Tourism experience that created the holistic approach of Rainmaker Digital.
Destination on the Left is joined by Thomas Mueller, the founder and CEO of Rainmaker Digital. Rainmaker is a social enterprise with a clear target to keep more tourism spend in destinations through the democratization of technology. On our podcast, Thomas joins us to talk about how his company is helping clients keep more of the tourism spend in their destinations by disrupting the digital value chain. He shares his take on why Coronavirus is the biggest opportunity of our lifetime, and he also talks about sustainable tourism from an economic perspective.
Thomas Mueller is the founder and CEO of Rainmaker Digital, a social enterprise with a clear target to keep more tourism spend in destinations through the democratization of technology. This technology enables destinations and their hospitality and tourism businesses to take back control of their visibility, digital presence, reputation, communication, and distribution. On our podcast, Thomas joins us to talk about how his company is helping clients keep more of the tourism spend in their destinations by disrupting the digital value chain. He shares his take on why Coronavirus is the biggest opportunity of our lifetime, and he also talks about sustainable tourism from an economic perspective.
Thomas brings so many different viewpoints to the table because he has worked with teams in almost every corner of the travel and tourism industry. He experienced the digital transformation in real-time, and he helped businesses thrive by staying in front of the rapid changes. But during this process, he discovered massive skills gaps in small and medium-sized businesses who were struggling to adapt to the digital market. All of the various roles were siloed and cut-off from the core business, so they failed to communicate with each other and couldn’t deliver what the customer wanted. Thomas used the 5-Stages of Success to guide these teams to a more holistic approach to destination marketing.
The five stages are streaming, planning, booking, experiencing, and sharing, and Thomas Mueller made it available as a holistic managed service. All of the stages became integrated and interdependent on one another, which allowed them to perform at a much higher level. Then, because it is a managed service, hospitality businesses can easily overcome the skills gaps. With the responsibility in Rainmaker’s hands, the clients can focus on what they do best; making customers happy. Rainmaker makes sure there are customers coming through the doors without any complexity or technical challenges.
Keep More Tourism Spend in Destinations for Sustainable Tourism Development | getenabled@rainmaker.travel
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James is Partner and Co-founder of Rove Marketing, a leading tourism data, analytics, and consulting firm. They are focused on helping tourism organizations become more data-driven, so they are better positioned to navigate change, maximize travel visitation, and ultimately drive revenue growth.
He brings over 20 years of strategic knowledge in CRM, customer experience management, data and analytics, branding, and digital marketing strategy.
Destination on the Left is joined by James Sauter, a partner and co-founder of Rove Marketing. Rove is a leading tourism data, analytics, and consulting firm focused on helping tourism organizations become more data-driven, so they are better positioned to navigate change, maximize travel visitation, and ultimately drive revenue growth. On our podcast, James talks about how destinations are using mobile location data to inform their early recovery plans, how residents sentiment data can help with recovery and rebuilding and how collaboration will fuel the future of tourism.
James Sauter is a partner and co-founder of Rove Marketing. Rove is a leading tourism data, analytics, and consulting firm focused on helping tourism organizations become more data-driven, so they are better positioned to navigate change, maximize travel visitation, and ultimately drive revenue growth. On our podcast, James talks about how destinations are using mobile location data to inform their early recovery plans, how residents sentiment data can help with recovery and rebuilding and how collaboration will fuel the future of tourism. He explains how we can better use data to plan for the future during these uncertain times.
Before COVID, everything pointed to massive growth in the tourism industry. It was a major opportunity for Rove to get in on the ground floor and help tourism organizations make better decisions by leveraging data technology and their insights. They accomplish this by providing full-service consulting and data collection services under one roof. And data collection is more important now than ever. It has played a huge role in understanding what is happening in the travel industry as consumer trends/government regulations change. Using that information, DMOs can plan the best course of action and pivot as needed.
One of the areas where James’ team found its stride was with mobile location data. As we work through this fragmented reopening process, it is important to know where people are, where they’re visiting within a location, how long they’re staying, and their demographic. This can help destinations drastically during the early stages of recovery. They are also using creativity to leverage data in other ways, such as sourcing rating and review information. Rove can pull all of the reviews for restaurants, hotels, attractions, etc. and put them into a scale to track performance. Obviously, when COVID hit, there was a dip in data for this tool, but everything is proving extremely valuable as tourism reopens.
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/
In Destination on the Left’s solocast episode, we share the process that our team recently developed to reset our forward-thinking mindset. We found that when you challenge yourself and your team to move past the perceived limitation of uncertainty and stay focused on the future, many opportunities will appear. This solocast is an opportunity to discuss our company’s experience and the tools we used to get back on track during the pandemic’s challenging times.
In Destination on the Left’s solocast episode, we share the process that our team recently developed to reset our forward-thinking mindset. We found that when you challenge yourself and your team to move past the perceived limitation of uncertainty and stay focused on the future, many opportunities will appear. This solocast is an opportunity to discuss our company’s experience and the tools we used to get back on track during the pandemic’s challenging times.
One of the first pieces of our process is the meeting strategy. Using techniques from Gino Wickman’s book Traction, we run through financials, new projects, accomplishments, upcoming projects, and our current business plan that was updated in May. Our business plan depicts the Traction model, which includes our core values, mission, vision, marketing strategy, and 3-year picture. This segues into a SWOT analysis (strengths, weaknesses, opportunities, and threats). From there, we move to forward-focused questions segment about our team and performance as an organization. Then, we used those questions to identify goals that will carry us through the end of the year and into 2021.
The IDS format is another Traction piece that we have used to maintain a forward-thinking mindset. With this method, you first identify the problem you want to solve, then collect feedback from your team, and work together to figure out the best solution. In our case, it was whether or not to renew our lease given the current circumstances of COVID-19. We weighed the pros and cons of working from home, and the IDS process prevented us from talking in circles so we could reach a solution. Once everyone on your team understands the gameplan and knows their role in how you’re going to move forward, you will build momentum extremely fast.
Additional Resources:
Sanger is the leading ambassador and advocate for museums in New York. She produces programs that promote best practices and deepen connections with members and constituents. She seeks new programs and funding opportunities for museums and the organization; maintains and develops relationships with stakeholders including museum professionals, industry partners, state and federal funding agencies, private foundations, local, state, regional, and federal government officials, and leaders of peer institutions and arts organizations. Created a state-wide partnership with Smithsonian Institutions Museum on Main Street Program. Doubled organizational membership and income. Instrumental in legislative initiatives to secure new state funding sources for museums.
Destination on the Left is joined again by Erika Sanger, Executive Director of the Museum Association of New York State! She made her first appearance on Episode #25, where we talked about the role of museums in New York State’s tourism and economic development. But a lot has changed since then. On our podcast, Erika discusses the different ways museums continue to innovate and change to meet visitor needs during the pandemic. From online and virtual programming to redefining the physical spaces, this part of our industry is doing everything possible to adapt.
Erika Sanger is the Executive Director of the Museum Association of New York State. She made her first appearance on Episode #25, where we talked about the role of museums in New York State’s tourism and economic development. But a lot has changed since then. On our podcast, Erika discusses the different ways museums continue to innovate and change to meet visitor needs during the pandemic. From online and virtual programming to redefining the physical spaces, this part of our industry is doing everything possible to adapt.
It has been nearly six months since the global pandemic shut down our world economy, closed borders, and brought the travel industry to a complete standstill. We are doing everything in our power to keep up, and the levels of creativity and collaboration in the travel industry are evolving at an unprecedented rate. As the world slowly re-opens under limited circumstances, associations like the Museum Association of New York State are leading the charge, helping the struggling industry stay afloat and build momentum.
All of this change and adaptation begs the question, what will the post-COVID museum experience and landscape actually look like? With such a massive economic hit, many of the client-facing positions of the industry have been eliminated. We have lost so many future leaders of their respective fields, and the only thing museums can do is hope for more support and continue to be resilient. Increased social media presence, data collection, and a general pivot to virtual was the ultimate savior of museums at this time. They are creating the virtual mirror of the museum experience as we know it, and it has seen great success.
Kate Scopetti is living a full life revolving around a passion for travel, plus an exceptional ability to develop super creative and truly unique experiences, naturally led to the creation of the categorically successful Mid Atlantic Receptive Services, (MARS) and its subsidiaries: Go Performing, Go Student Tours, Go Sports Tours, and SoccerTours.net.
Destination on the Left is joined by Kate Scopetti, President and owner of MARS & Companies (Mid-Atlantic Receptive Services). On our podcast, Kate joins us to talk about the group travel industry, the work her organization is doing to prepare for recovery, and why collaborations are more important than ever. She explains her philosophy of “opening our minds to where the opportunities lie,” and talks about how that philosophy is applied in her own businesses.
Kate Scopetti is the President and owner of MARS & Companies (Mid Atlantic Receptive Services). With a full life revolving around a passion for travel, Kate has developed an exceptional ability to craft extremely creative and truly unique experiences that led to the formation of MARS and its subsidiaries. On our podcast, Kate joins us to talk about the group travel industry, the work her organization is doing to prepare for recovery, and why collaborations are more important than ever. She explains her philosophy of “opening our minds to where the opportunities lie,” and talks about how that philosophy is applied in her own businesses.
MARS & Companies initially started as a receptive company in the Mid Atlantic Region. They developed a substantial following in the DC area as the go-to experts for tour operators and other agents in the area. They worked collaboratively with this regional network of tourism professionals to connect different types of clients with different types of products throughout the year. And from there, they transformed into a true wholesaler. MARS & Companies now offer products around the world, and they still have a significant amount of clients that were with them from the beginning.
Collaboration has enabled Kate to build a powerful foundation and client base, but the use of creativity really helped MARS & Companies stand out from the pack. Kate and her team use creativity to build unique, custom strategies for their clients based on the specific needs and goals of each one. As a wholesaler, they can help their clients grow by expanding their product offerings without adding a significant amount of labor. Using creativity during these difficult times is only going to yield new solutions that will become part of your product line when things pick up again. As we make our way out of this pandemic, that is important to remember.
Kathy Casstevens is the Marketing Director at Starved Rock Lodge. She is also a photographer, tourism professional, and lover of nature. Kathy launched GnatTravel a year ago to promote travel in a different way. She is also the chair of the LaSalle County Tourism coalition.
Destination on the Left is joined by Kathy Casstevens, the Marketing Director at Starved Rock Lodge. During our conversation, Kathy shares her journey into destination marketing and talks about how she has used creativity and collaboration to market Starved Rock Lodge on a shoestring budget. She provides a bunch of tips and insider hacks for marketing that will drive results at any destination, and she walks us through the content strategy that helped bring over two million visitors through Starved Rock last year.
Kathy Casstevens is the Marketing Director at Starved Rock Lodge in Utica, IL. She joins Destination on the left to share her journey into destination marketing and talk about how she has used creativity and collaboration to market Starved Rock Lodge on a shoestring budget. During our conversation, Kathy provides a bunch of tips and insider hacks for marketing that will drive results at any destination. She walks us through the content strategy that helped bring over two million visitors through Starved Rock last year, and she discusses some of the exciting projects on the horizon that aim to generate even more traffic next year.
Starved Rock Lodge is nestled in the heart of Starved Rock State Park in North-Central Illinois. It is such a unique place because it completely disrupts the rolling meadows and cornfields with 18 glacier-cut canyons, seasonal waterfalls, and unbelievable views. The actual lodge sits atop an 80 ft bluff overlooking Starved Rock on the Illinois River. And as you can imagine, there is a lot of material to work with in designing a marketing campaign that sets Starved Rock apart from the pack. Last year, they had over two million visitors come through their destination, and as travel and tourism start to pick back up, they plan to do more. Photography is one of the primary tools Kathy will use to accomplish that goal.
When Kathy started working at Starved Rock Lodge, they literally had ONE digital photo. Now, they have a digital library of hundreds of thousands. With such an unusual landscape in an unsuspecting geographic area, being able to show prospective travelers what makes it unique is vital to their marketing efforts. Over the years, Kathy has expanded the range of platforms Starved Rock uses to promote it’s massive digital photo library, and she is able to reach a significantly greater audience through apps like tik tok, Instagram, and a handful of others. Staying organized is a challenge in and of itself, but if you can build a massive content library of your own, there is so much you can do with it at any given time.
Rachel Laber Pulvino is a Rochester native who has the privilege of promoting her hometown on a daily basis as the Director of Public Relations and Communications for Visit Rochester. In this role, Rachel is regularly reaching out to regional, national, and international media to share Rochester’s story, and help media and visitors alike discover the activities and attractions that make Rochester an ideal destination. Raised in Rochester, Rachel attended SUNY Geneseo, where she earned a B.A. in Communication and continued on to the S.I. Newhouse School of Public Communications, Syracuse University for graduate school, where she earned an M.S. in Public Relations. Rachel is an active member of the Public Relations Society of America, Rochester Chapter, currently serving on the board, while also volunteering on the programming and PRism award committees. Rachel also volunteers her time for the SUNY Geneseo Alumni Association Board of Directors as well as Big Brothers Big Sisters Greater Rochester. Rachel is a proud resident of the City of Rochester where she resides with her husband, Rich Pulvino. When she’s not playing tour guide to visiting travel writers on the weekend, you can find Rachel visiting wineries in the Finger Lakes, at arts and cultural performance, or at Wegmans.
Destination on the Left is joined by Rachel Laber, the Director of Market Communications and Public Relations for Visit Rochester. She joins Destination on the Left again to talk about what the Visit Rochester team is doing to support their tourism industry partners through the pandemic. Rachel originally appeared on Episode #57, where we talked about driving tourism in Rochester, NY through creativity and collaboration. She is here to expand on that and talk about the different programs and response measures her team has taken over the past four months.
Rachel Laber is the Director of Market Communications and Public Relations for Visit Rochester. She joins Destination on the Left again to talk about what the Visit Rochester team is doing to support their tourism industry partners through the pandemic. Rachel originally appeared on Episode #57, where we talked about driving tourism in Rochester, NY through creativity and collaboration. She is here to expand on that and talk about the different programs and response measures her team has taken over the past four months. From the initial lockdown to the reopening phase, Visit Rochester has remained nimble throughout. This is a look into the challenges they faced during quarantine, and how they overcame them to continue supporting the industry.
When the stay-at-home order first went into effect back in March, Rachel and her team had to act swiftly. They began meeting and ideating daily to try and plan for what might be coming down the pipeline, and fight or flight took over. Instead of burying their heads in the sand, Rachel and her team approached the problem as realists, identifying what challenges were on the horizon, and what they could do to support their stakeholders at that moment. Visit Rochester pivoted right away, and within 24 hours, they shifted their efforts from marketing Rochester to outsiders to speaking directly to their local audience.
Visit Rochester dedicated itself to promoting local businesses. They helped organize and roll out virtual events that their attraction partners were putting together. And ultimately, they became a conduit of information. Rachel and her team were fiercely on top of all developments in government regulation and response, and they made sure their partners were informed so they could plan their next moves accordingly. It inspired a powerful digital content strategy that is still driving traffic for all of their partners today, and it took the organization’s creative and collaborative function to an entirely new level.
Curt Bedei is the Executive Director for the Ottawa Visitors Center in Ottawa, Illinois. He was hired in 2011 as the Graphics Design Manager to handle the botanical brand management. Since then, Curt has worked his way up, earning a certificate in Not For Profit management. In 2015, he had the opportunity to take on his current role. Curt sits on many boards and committees related to tourism, such as the Heritage Corridor CVB, LaSalle County Tourism Coalition, the Looking For Lincoln/ Abraham Lincoln National Heritage Area, and the Ottawa History and Scouting Heritage Museum. Curt has always lived in the Ottawa Area, and he loves history and traveling so this seemed like a natural fit.
Destination on the Left is joined by Curt Bedei, the Executive Director for the Ottawa Visitors Center in Ottawa, IL. On our podcast, Curt shares his journey into travel and tourism and talks about the creativity and collaborative efforts OVC has made to help their destination thrive. Learn about Ottawa’s community-driven approach branding, and find out how they are responding to the difficult challenges brought forth by 2020.
Curt Bedei is the Executive Director for the Ottawa Visitors Center in Ottawa, Illinois. During his conversation with host Nicole Mahoney, Curt explains how Ottawa lives out its botanical brand. He talks about the discovery process for identifying what truly makes Ottawa stand out from the pack. And as a community, they have focused on developing an experience to live out the brand promise. Curt joins Destination on the Left to talk about how the Ottawa community has responded to the difficult challenges of 2020. He also dives into the regional collaboration that brought a national television program to their destination, which is still paying dividends today.
Like many of the guests on Destination on the Left, Curt sort of stumbled into tourism. However, he quickly discovered that it was his calling, and since 2015, he hasn’t looked back. Curt has had an inspirational career as the Executive Director. But before he ever started climbing the ranks, Curt had no idea where he would end up. He was a graduate of the Great Recession; a position similar to what many budding travel and tourism professionals are facing today. But because of that, Curt is no stranger to difficult times in this industry. He stresses the importance of staying your path and pushing forward no matter what because you can’t plan for the opportunities that this industry will bring. You just have to be ready to capitalize on them when they arise and let nothing else get in your way.
Curt’s relentless determination is one of the main reasons the Ottawa Visitors Center has experienced such great success since he took the helm. When he joined the team at the Ottawa Visitors Center, they were looking to rebrand in order to stand out from the crowd and lift the community up. Curt and his team used creativity and collaboration to make that happen. They came up with the botanical brand in 2012, which focused heavily on developing gardens, art, and culture in the community. They revitalized the downtown area and did everything in their power to create a greater sense of pride in the community. This was all accomplished in collaboration with the city and the community itself—and the high level of support that was generated through this focus on engagement produced astonishing results.
LIVE EVENT: The Ottawa Visitors Center is hosting a virtual experience with Abraham Lincoln on August 12th at 7 pm. The live, online performance will combine period music with conversation and narrative by President Lincoln, using Lincoln’s own words, while illuminating Lincoln’s use of communication as a personal and political tool. This engaging show features Lincoln impersonator George Buss, and Illinois folk musician and folklorist Chris Vallillo. The performance will be followed by a Q & A with Buss and Vallillo. More information can be found on their website.
For Destination on the Left’s solocast episode, I want to talk to you about virtual events. Our team has been working with several clients to assist them with virtual event planning, and so much valuable information has come out of our experiences. On our podcast, we talk about why you should consider virtual events, what a virtual event is, and how to host your own virtual event. We also walk through a virtual event case study that exemplifies the process of turning a live event into a virtual event.
For Destination on the Left’s solocast episode, I want to talk to you about virtual events, Our team has been working with several clients to assist them with virtual event planning, and so much valuable information has come out of our experiences. On our podcast, we talk about why you should consider virtual events in the first place. Then, we look at what a virtual event actually is, and how to host your own virtual event from a technological perspective. We also walk through a virtual event case study that exemplifies the process of turning a live event into a virtual event. This is a huge opportunity for all types of businesses, and it will provide you with tons of useful skills and content as business resumes.
There is a lot of skepticism around virtual events. Businesses aren’t quite convinced of their longevity, engagement, and trackability. But the reality is that virtual events are here to stay. As hybrid events become the norm, there will be tons of new audiences to reach in new ways. Virtual events provide a one-on-one, intimate meeting style where buyers and sellers can plan for the future. In group settings, more people can participate in virtual events due to lower costs and lack of travel requirements. On top of that, all of the digital assets created for virtual events can be leveraged over and over again as time moves on. You can build on what you have, and repurpose content to build a robust resources library that will continue to generate business down the road.
From virtual summits and conferences to consumer activations and award ceremonies, there are a bunch of different types of virtual events that your business can host. Depending on your organization’s goals, resources, and timeline, some virtual events are much more effective than others. Marketing agencies are in the best position to help you select the best option and put it together because they utilize content development and digital marketing strategies on a daily basis. Even if you don’t have most of the skills needed to develop a virtual event in-house. It is easy to collaborate with a strategic partner and create something memorable. Virtual events are a great way to build momentum as lockdowns are lifted, so I highly recommend incorporating one into your 2020 marketing strategy.
JoAnna Haugen is a seasoned writer, speaker, and founder of Rooted, a solutions-storytelling platform. Her work has been published in more than 60 print and online publications, including Fast Company, Popular Science, Mongabay, BBC, and CNN. Her time as a returned Peace Corps volunteer, commercial travel writer, intrepid world traveler, international election observer, and American expatriate informed the establishment of Rooted, a storytelling platform at the intersection of sustainable travel, environmental conservation, and community-focused advocacy efforts. Rooted’s mission is to responsibly document, support, celebrate, and share sustainable travel initiatives that put communities first and to help others do the same. Learn more about JoAnna’s background here: https://www.joannahaugen.com/about/
Destination on the Left is joined by JoAnna Haugen, the founder of Rooted, a solutions storytelling platform. On our podcast, JoAnna and I have an amazing conversation about using the diverse voices of a local community to help tell that destination’s story. JoAnna talks about how the world is a messy place, and she shares her thoughts around embracing the messiness to develop a greater sense of authenticity. Learn how JoAnna uses authenticity, creativity, and collaboration to navigate the new challenges posed by the global pandemic.
JoAnna Haugen is the founder of Rooted, a solutions storytelling platform seated at the intersection of sustainable travel, environmental conservation, and community-based advocacy efforts. On our podcast, JoAnna and I have an amazing conversation about using the diverse voices of a local community to help tell that destination’s story. JoAnna talks about how the world is a messy place, and she shares her thoughts around embracing the messiness to develop a greater sense of authenticity. Learn how JoAnna uses authenticity, creativity, and collaboration to navigate the new challenges posed by the global pandemic.
JoAnna says that “local solutions can have a global impact,” and that nugget inspired her to look for ways to combat the damage and destruction that travel writing has on the destinations we travel to and the people we meet while we’re there. It culminated in the creation of her storytelling platform “Rooted,” which aims to responsibly document, support, celebrate, and share sustainable travel initiatives that put communities first and help others do the same. We need to communicate about people, places, and the planet in a way that can activate impactful change. To accomplish this, JoAnna focuses on three specific audiences: travel service providers, representatives for local travel initiatives, and content creators.
Many of us travel to certain places because the people there have shaped the destination as we know it. At the end of the day, JoAnna’s goal is to lift up local people, enterprises, and communities to highlight the work they’re doing and create vibrant destinations. That is what drives Rooted’s initiative to amplify everything being done on the local level. And in the midst of this global pandemic, we have an opportunity to tell an even greater story. If we want to maintain a sustainable travel and tourism industry moving forward, we need to do so in a way that lifts destinations up and paints them as something more than a pretty backdrop.
There’s a southern accent, where Courtney Kasper comes from. She is a Sweet Home Alabama native, Florida State and Syracuse University graduate, and a Poodle person. Courtney is the current Equal Rights Heritage Center Visitor Experience Manager. She is a former associate publisher of Today’s Central New York Woman, and a journalist with work featured in Time Out New York and Dance Magazine. Courtney is a direct descendant of Revolutionary heroine Nancy Morgan Hart, otherwise known as War Woman.
Destination on the Left is joined by Courtney Kasper, the Visitor Experience Manager at the Equal Rights Heritage Center in Auburn, New York. On our podcast, Courtney and I have an amazing conversation where she shares her approach to “being patient where you are with your place in life.” We talk about the vast amount of ways that idea ties into her current work and the state of crisis we are currently experiencing. She walks us through the process she used to create a powerful brand identity for the building she was hired to manage. She also discusses the many collaborations and creative breakthroughs that enabled her organization to successfully navigate the challenges of the pandemic.
Courtney Kasper is the Visitor Experience Manager at the Equal Rights Heritage Center in Auburn, New York. On our podcast, Courtney and I have an amazing conversation where she shares her approach to “being patient where you are with your place in life.” We talk about the vast amount of ways that idea ties into her current work and the state of crisis we are currently experiencing. She walks us through the process she used to create a powerful brand identity for the building she was hired to manage. She also discusses the many collaborations and creative breakthroughs that enabled her organization to successfully navigate the challenges of the pandemic.
The Equal Rights Heritage Center is unique because it is technically the official welcome center for the city of Auburn, New York. It is the headquarters for the City of Auburn Historic and Cultural Sites Commission, which was started to create a round table for all of the different site directors so they could create strategies to boost tourism in Auburn together. With exhibits like “Seeing Equal Rights in NYS,” however, it is so much more than a welcome center. They are trying to promote tourism, but more importantly, they are trying to tell Auburn’s story and the stories of the amazing people who made Auburn what it is today.
The collaboration between all of the historic and cultural sites has yielded great results for the City of Auburn. But creativity is what really helped the destination stand out from the pack. The Equal Rights Heritage Center has so many things under one roof, so Courtney had to develop a brand identity that captured the right amount of everything. Through the Market New York program, Courtney was able to work with an agency to create a powerful campaign highlighting the unique welcome center building and its equal rights exhibit. They built out content to highlight the unique backstory of the building, and they designed events to celebrate other aspects of Auburn as well. It was a difficult challenge, but Courtney was able to reinvent the welcome center’s brand while preserving its history.
Adam Stoker has been in marketing now since 2007. In 2012, he got his first experience in marketing for tourism destinations. From that point forward, he knew he had found his passion. Since then, Adam has worked with destinations across the country to improve their marketing, branding, and use of technology.
He is the President and CEO of an advertising agency focused on marketing for tourism destinations. It’s called Relic, and it’s in Provo, Utah.
Adam started the Destination Marketing Podcast in May of 2019. After having so many amazing guests come on the show and share their knowledge, he realized he needed to curate all of that content into a book. This is his first time doing something like that and he’s really proud of it.
Adam’s hope is to release a new edition every year, as the industry is always changing.
He is a father of four and married to the girl of his dreams. Without their support, this never would have been possible. Adam lives in Salem, Utah.
Destination on the Left is joined by Adam Stoker, the President and CEO of Relic, an advertising agency in Provo, Utah that specializes in destination marketing. On our podcast, Adam talks about the impact that the COVID-19 pandemic has had on the tourism industry as a whole. He shares examples of creative marketing that has helped destinations stand out at this time. And he also explains what destination marketers can do to reach the right audiences at the right time during reopening travel.
Adam Stoker is the President and CEO of Relic, an advertising agency in Provo, Utah that specializes in destination marketing. He is also the host of the Destination Marketing Podcast, where he interviews industry experts from a wide range of tourism focuses. On our podcast, Adam joins us to talk about the impact that the COVID-19 pandemic has had on the tourism industry as a whole. He shares examples of creative marketing that has helped destinations stand out during this crisis. And he also explains what destination marketers can do to reach the right audiences at the right time in the reopening travel market.
There is a whole generation of people in the destination marketing industry that has not lived through a crisis. Adam’s journey into the travel and tourism industry started at the beginning of the great recession, and it ended up being a blessing in disguise. Learning how to navigate a crisis is going to benefit you for the rest of your career because challenges will continue to arise. Ten years of sustainable growth has devalued creativity in the travel and tourism industry, but this crisis has forced brands to find new ways to stand out from the crowd. DMOs generally operate within a small geographic area with similar features to their competitors, so it is important to move past the first idea at the brainstorming session. From Oregon’s animated campaign to Nebraska’s “Nebraska is Not for Everyone” campaign, there is a lot of good stuff out there right now.
Times of crisis produce some of the greatest challenges DMOs will ever have to overcome. But when our backs are against the wall, we inevitably do some of our very best work. Since every single one of Adam’s clients was facing similar struggles as a result of the pandemic, the first thing on the agenda was to create temporary destination messages to keep them top of mind. The next step was to help clients create their recovery campaigns, which for many of them would be the difference between having a job or not having a job when everything is all said and done. Adam’s team produced some of the greatest work they have ever done during that time, and it will have a significant impact on their clients moving forward.
Colleen Siuzdak is the Manager of VISIT Staten Island, a campaign run out of the Staten Island Borough President James Oddo’s Office of Tourism and Cultural Affairs. This office, created in June 2017, invites visitors to explore the borough’s many parks and cultural attractions, while encouraging residents to explore their own backyard. Start your journey to Staten Island on the free Staten Island Ferry and see the many offerings of the Unexpected Borough!
Jennifer Sammartino is a former journalist and experienced communications professional with a particular interest in serving the community. She’s fresh off serving as the first-ever Director of Tourism and Cultural Affairs for the Office of the Staten Island Borough President. And she is ecstatic to take on new challenges as Deputy Chief of Staff.
Destination on the Left is joined by Colleen Siuzdak and Jennifer Sammartino from the Staten Island Office of Tourism and Cultural Affairs. During our conversation, Colleen, Jennifer, and I discuss the different ways VISIT Staten Island entices visitors to explore the Unexpected Borough. We talk about the challenges of marketing a destination so close to Manhattan, and the creative ways in which VISIT Staten Island has collaborated to boost tourism!
Colleen Siuzdak and Jennifer Sammartino join us from the office of the Staten Island Borough President, James. S. Oddo! Colleen is the manager of VISIT Staten Island, a campaign highlighting the borough’s many parks and cultural attractions for visitors and locals alike. Jennifer is the Deputy Chief of Staff for the Office of Tourism and Cultural Affairs. Together, they form an unstoppable destination marketing team. In our conversation, Colleen, Jennifer, and I discuss the different ways VISIT Staten Island entices visitors to explore the Unexpected Borough. We talk about the challenges of marketing a destination so close to Manhattan, and the creative ways in which VISIT Staten Island has collaborated to boost tourism!
As we all know, the tourism and hospitality industry is extremely competitive—especially when a destination is nestled in the heart of a tier-one city like NYC. To help the Unexpected Borough stand out from the crowd, Colleen and Jennifer stretched their creative and collaborative efforts as far as they would go. They worked with the Staten Island Chamber of Commerce to hire a marketing agency that could help with some of the heavy lifting. They held workshops with cultural stakeholders in the area such as museums and art galleries, so they could rebrand Staten Island through that lens. Colleen and Jennifer created a unique and refreshing image for Staten Island, which gave them a platform to form partnerships and build itineraries moving forward.
The ”Unexpected Borough” tag line has taken off, and people are using it everywhere. It has been so well-received because the entire campaign is completely void of desperation and packed with confidence. Staten Island isn’t begging people to visit, they are asserting the notion that you haven’t truly seen New York without visiting Staten Island. There is so much to offer, and so much love to spread, which is why Colleen and Jennifer have seen such a great return on their investment in this project. When people finally do get to see Staten Island, they are proactively sharing their experiences for the world to see. It has created a compound effect that is driving visitor traffic to this day.
Robb Wells, President and CEO of the Greater Beaufort-Port Royal CVB, has been a Destination Marketing Professional for more than 15 years. Starting his career as Executive Director for Duplin County Tourism in North Carolina before moving to become Sr. Director of Marketing at the Knoxville Tourism & Sports Corporation and then became Vice President of the Tourism Division for the Beaufort Regional Chamber of Commerce before taking on his current role as President and CEO of the CVB.
Robb is successful at establishing the vision and strategies necessary to ensure a destination’s continued success. He excels at creating relationships, networks, and business connections while partnering with all core tourism constituents to significantly increase the area’s visitor experience and overall economic impact.
In this episode of Destination on the Left, we are joined by Robb Wells, the President and CEO of the Greater Beaufort-Port Royal Conventions and Visitors Bureau in South Carolina. During this conversation, Robb discusses his journey in the travel and tourism industry, and he shares invaluable lessons about responding to adversity and uncertainty. Learn how Robb’s organization is using creativity and collaboration to cut through the noise and make a positive impact on the Beaufort community.
Robb Wells is the President & CEO at Greater Beaufort-Port Royal CVB in South Carolina. Robb started his journey in travel and tourism with a DMO in a small rural community that was still under economic development. The lessons and experience Robb picked up in that role set the stage for his career and prepared him to lead the operation with the Greater Beaufort-Port Royal CVB. In this episode of Destination on the Left, Robb shares invaluable insights about responding to adversity. Robb’s community has to prepare itself for hurricane season every year and the lessons he has learned from dealing with that uncertainty are widely applicable to other scenarios as well.
Robb’s first day on the job was a governor’s conference. As a twenty-four-year-old who got thrown into the deep end, Robb had to learn on the fly and work outside of his comfort zone constantly. It is something most of us do now and then, but to this day, Robb is educating himself regularly to serve his community the best he can. Whether you find tourism or tourism finds you, it is important to stay ahead of the changing landscape by leveraging all of the resources you can find. Travel and tourism is a highly competitive space that requires creativity and collaboration to thrive in, and it is woven into the fabric of our communities’ economies.
When Robb first got into the travel and tourism industry, everything in his community’s tourism strategy was siloed. Robb put a lot of energy into facilitating interdepartmental connectivity and collaboration. He maintains that emphasis to this day because it shapes the way communities view DMOs. People might not understand the tourism industry, but they understand the role of a DMO in their community because of the prevalence of partnerships. Robb is working with his partners on things like content creation and festival production, contributing to an even greater presence of the CVB in Beaufort. Whether it is aggressive public relations campaigns or new attractions, Robb’s organization is focused on a much bigger picture than tourism alone. They are making an impact on the Beaufort community with everything they do.
Jillian Blackbeard’s passion lies in Africa Tourism and Conservation. She has been leading the industry for over 10 years specifically marketing, first for a Southern African hotel and resort chain, followed by five years as director for marketing and product development at Botswana Tourism Organisation, followed by Director for Africa for The World Travel and Tourism Association.
She is now the CEO of The Victoria Falls Regional Tourism Association, the first purely private sector driven organization representing the entire KAZA region (Botswana, Namibia, Zambia and Zimbabwe) which is undertaking an ambition destination marketing strategy and campaign at all levels of the tourism supply chain. Jillian’s passions extend to conversation, managing the Tlhokomela Endangered Wildlife Trust for five years and continues to support projects that link tourism with conservation.
Over the past years she has spoken at international conferences and events on the importance of Intra-African Travel and opportunities and challenges for the sector across the African continent.
On our podcast, we are joined by Jillian Blackbeard, CEO of The Victoria Falls Regional Tourism Association, the first private sector-driven organization representing Africa’s KAZA region (Botswana, Namibia, Zambia, and Zimbabwe). During our discussion, Jillian shares how her association is creating a powerful, collaborative network to promote the many travel destinations worth visiting throughout the region.
Jillian Blackbeard, CEO of The Victoria Falls Regional Tourism Association, the first purely private sector-driven organization representing the entirety of Africa’s KAZA region (Botswana, Namibia, Zambia, and Zimbabwe) and the region’s many enticing travel destinations. During our discussion, Jillian shares how her association is creating a powerful, collaborative network to promote the many travel destinations worth visiting throughout the region.
As Jillian explains during our conversation, one of the integral elements of her association that sets it apart from others like it is its focus on promoting the entire African region rather than one or two specific destinations. The association works to involve businesses at all levels of the supply chain to help cross-promote them and to help them share and repurpose their content and limited resources. By working together, each business is able to amplify its reach and minimize its marketing costs, while still reaping profound benefits and helping to elevate the entire region and its many destinations.
A theme that Jillian comes back to time and again during our discussion is the power of collaborative and mentor-mentee relationships. As she explains, women in the travel trade often face challenges different from male counterparts, especially in developing regions. Working together and forming a network of partnerships and mentorships can benefit everyone involved, as Jillian illustrates when she shares the profound impact other women mentors within the industry have had on her own career and opportunities. So too, forming a strong network of collaborators has helped The Victoria Falls Regional Tourism Association and its individual members pool resources to develop a unified message highlighting the region’s many attractive qualities.
Julia Feuell grew up in Auckland, New Zealand and settled in the UK in the 1980s. She set up New Frontiers in 1993, recruiting staff all over the travel industry. In 2008, Julia had an idea to create a training academy for call center workers to learn about products and destinations online. This idea transformed into another business called OTT – a global product marketing and communications business accessed by more than 180,000 travel professionals in 17 languages and in 22 countries.
Julia has actively participated in committees – AWTE (as Chair 06-08), Recruitment & Training committee for ABTA, City and Guilds National Advisory Committee (as Chair 2012) and People 1st training committee. She has been interviewed twice by the BBC for NEWS24.
Julia was also a finalist for “Outstanding Services to the Travel Industry” by the Guild of Travel & Tourism and won “Woman Entrepreneur of the Year” at the 2008 Shine Awards.
She enjoys Tai Chi, yoga, eating out in good company, and riding on the back of fast motorbikes!
On our podcast, we are joined by Julia Feuell, Founder and Managing Director of OTT (Online Travel Training), a global product training and marketing platform for the travel trade. During our discussion, Julia shares how her organization is working to train travel professionals and prepare them for lasting post-pandemic changes in the industry, while also developing new partnerships and new technologies to help with industry recovery efforts.
Julia Feuell is the Founder and Managing Director of OTT (Online Travel Training, a global product training and marketing platform for industry professionals across all aspects of the travel trade. During our discussion, Julia shares how her organization is working to train travel professionals and prepare them for lasting post-pandemic changes in the industry, while also developing new partnerships and new technologies to help with industry recovery efforts.
Julia’s organization, OTT, is unique in that it has a broad global reach across 23 different nations and numerous and varied markets. OTT’s clients are able to expand their message while also saving money on B2C advertising costs. Additionally, OTT hosts a vast learning library catering to travel professionals, with more than 200 courses on offer in the industry’s largest e-learning platform. During this unique time of crisis, OTT has shifted its focus to helping industry professionals learn to adapt to the changing landscape of the travel trade as the global pandemic has dramatically (and in many cases, permanently) altered how the travel trade will work.
One of OTT’s core functions during this crisis is to help members cut through the confusing and often conflicting messages to better understand what is happening in the industry during this pandemic. Julia mentioned that domestic travel is likely to be an increasingly important share of the industry as people’s travel habits and expectations change. In fact, during our conversation, one of the points Julia mentioned is that OTT is going to begin researching and collecting information from the global recovery effort to help members better understand what is and isn’t working and to make more informed choices regarding capacity and where to focus their efforts. This information will prove invaluable as the travel trade begins moving forward again.
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A seasoned tourism executive with more than 35 years of experience in the industry, Don Welsh serves as the President and CEO of Destinations International. Since joining the association in March 2016, Welsh has implemented a strategic realignment for the association through a renewed commitment to focus on member needs to deliver the resources members have determined to be essential to the success of their organizations.
Prior to joining Destinations International, Welsh served as the President and CEO of Choose Chicago. Welsh also held the CEO position at the Indianapolis Convention & Visitors Association and the Seattle Convention & Visitors Bureau. Prior to joining the destination marketing industry, Welsh served as senior vice president for Westin Hotels at its corporate headquarters, and has also held senior leadership positions in sales and marketing for Westin Hotels and Resorts, The Ritz-Carlton Hotel Company and the MGM Grand Hotel/Casino in Las Vegas. A seasoned tourism executive with more than 35 years of experience in the industry, Don Welsh serves as the President and CEO of Destinations International. Since joining the association in March 2016, Welsh has implemented a strategic realignment for the association through a renewed commitment to focus on member needs to deliver the resources members have determined to be essential to the success of their organizations.
On our podcast, we are joined by Don Welsh, the President and CEO of Destinations International. In our discussion, Don shares his perspective on the impact the pandemic is having on the tourism industry. He explains the current and future role of DMOs, the funding challenges they are facing, and how the pandemic has equalized the tourism industry.
Don Welsh is a veteran of travel and tourism, and he currently serves as the President and CEO of Destinations International. Throughout his career, he has accrued more than thirty-five years of experience in our industry, holding several senior leadership positions with international brands like Westin Hotels and Resorts, The Ritz-Carlton Hotel Company, and the MGM Grand Hotel/Casino. On our podcast, Don shares his perspective on the impact the pandemic is having on the tourism industry. He discusses the current and future role of DMOs, the funding challenges DMOs are facing amidst the global pandemic, and he also talks about how the pandemic has equalized the tourism industry.
Don’s organization represents more than six hundred CVBs and DMOs in over thirteen countries. So the good news is, he has a pretty strong grasp on what’s happening in travel and tourism around the world. Unlike localized natural disasters and other disruptive events that are unique to each DMO, this pandemic has been an equalizer. It has been a universal flattening of our industry, and from South America to Europe, we are all experiencing a similar struggle. It has been a time of transformation, where historic highs for airlines, restaurants, and hotels were tanked almost overnight. We quickly learned what it’s like to not have that, and DMOs are adapting as a result.
For a long time, DMOs have made up an invisible industry. They operate quietly in the background doing significant work that often goes unacknowledged. But the relevance of tourism organizations in our communities has been exposed by the global pandemic. The concept of community shared-value ensures there is an alignment with tourism organizations and their local communities. To achieve sustainable tourism down the road, we need to promote the same level of understanding and awareness for DMOs as we do for other organizations in the community. A significant evolution must take place to respond to changes presented by the pandemic, and with the oversight of organizations like Destinations International, the process is already underway.
Neal Sherman is the founder and President of TAGeX Brands, a global firm that creates marketplaces for surplus equipment, inventory, and other assets. With a sound foundation in the food industry, TAGeX has expanded into other sectors and focuses on generating return on assets and reducing waste. TAGeX Brands connects buyers and sellers in a common marketplace. The industries served include retailers, restaurants, grocery chains, manufacturers, distributors and convenience stores.
For over thirty years, TAGeX and its affiliated firms have helped clients deal with the challenges of growth, transition, and decline. Serving up to 35,000 locations per year, TAGeX has been a pioneer in the outsourcing of equipment and facility transitions. The firm boasts a multitude of sales channels that serve clients and customers across the nation.
After years of growth and the need for a larger facility, TAGeX Brands relocated its operations from the Washington D.C. area to the Finger Lakes Region of Upstate New York, near Sherman’s hometown of Geneva. This move was prompted by his role in the development of a 1,000-acre portion of the former Seneca Army depot.
Sherman is a committed member of the Young Presidents Organization, with 20,000 members in 300 Chapters in 100 Countries. He has served in a number of roles for the group including Chapter Chair of the Empire Chapter in Rochester, New York, home of YPO Founder Ray Hickok. Neal chaired the Miami YPO/WPO Global Leadership Conference.
In 2017, Neal was inducted into the Fellows Program at the Culinary Institute of America, which is widely recognized as the world’s premier culinary college with an industry-wide reputation for excellence and more than 49,000 alumni.
Sherman was appointed to the founding Executive Board of the Remanufacturing Industries Council (RIC). The RIC serves as the industry advocate for all sectors engaged in Remanufacturing, a market valued at over $100 billion, employing over 500,000 people.
Among a variety of charitable pursuits has been a life-long commitment to cancer causes and disadvantaged youth. Sherman has been honored by a number of organizations including Young Women’s College Preparatory School of Rochester, The Center for Youth, and New Leadership for Israel Bonds.
His unique experience and perspective on the restaurant and broader business environment has been sought by the media, business leaders, and government officials. He has provided his perspective and analysis to a range of media outlets including the Wall Street Journal, CNBC, USA Today, The New York Times, Nation’s Restaurant News, Franchise Times, and the Restaurant Finance Monitor. Sherman has also spoken at a number of industry conferences.
Sherman has a BA in Government from The American University in Washington, D.C., studied Economics at the University of London and received a Masters of Business Administration from New York University. He has been a frequent lecturer on college campuses and an adjunct Professor of Marketing at Columbia Union College.
Neal has been married for over thirty years to his wife Pam, a lawyer, actress, syndicated columnist, and global speaker (www.ThePamSherman.com). They have launched two children in the world and live in Rochester, New York.
On our podcast, we are joined by Neal Sherman, the founder and President of TAGeX Brands. In our discussion, Neal shares his perspective on the hospitality and food industries amidst the global crisis. He talks about what it will look like when we come out on the other side, and what strategies we can use to thrive during this crisis.
Neal Sherman is the founder and President of TAGeX Brands, a global firm that handles all aspects of facility closure and equipment liquidation in the food industry. TAGeX is a mediator between buyers and sellers of restaurant equipment, facilitating transactions in a common marketplace for the betterment of the industry as a whole. On our podcast, Neal shares his perspective on the hospitality and food industries amidst the global crisis. Neal’s experience on the operations side of the restaurant business enables him to provide a unique viewpoint on what the pandemic has done to the industry. He talks about what it will look like when we come out on the other side, and what strategies we can use to thrive during this crisis.
Many of us have seen the numbers depicting the impact that the global pandemic has had on the hospitality and restaurant industries. But Neal Sherman sees them through an entirely different lens. As of last week, 130,000 restaurants were closed in America, eight million people were displaced from their jobs, and the industry will lose about $225B in total. That number is only the operators—if you take into account all of the ancillary industries as well, the numbers are amplified. It is painful to watch, and even more painful to experience, but change is inevitable and we have to figure this out on our own. We can choose to sit in the corner and sulk, or we can get back in the ring and fight—it is our decision to make.
The thin margins associated with the hospitality industry contribute to its volatility. But restaurants were not made to sustain protracted periods of time with no business. In most industries, businesses do not operate with a six-month cash reserve, and restaurants have even less of a cushion. They are doing what they can to adapt. Creative twists on take-out and delivery strategies are helping restaurant owners recoup some of their losses. But it is only making up around 10-20%. Restaurants have to balance reopening with what is feasible based on their books, but communication is the key to making it work. Many operators are negotiating sacred topics that are never traditionally negotiated, such as bank loans, rent, vendor terms, etc. It is not going to be easy
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A true visionary and entrepreneur, Brian has over 13 years of experience in the property management and vacation rental industry. Passionate about the budding potential of investing in the Finger Lakes region, and fueled by his love for the area and the outdoors, Brian was inspired to buy 80+ acres of local farmland. Dreaming of the possibilities this land could offer to the public, he formed Lincoln Hill Farms LCC and hired a team of various individuals with the necessary skills and talents to transform this beautiful farmland into an all-inclusive venue and agricultural attraction.
When Brian is not busy working and managing his ventures, he enjoys relaxing with his wife and three children. He also enjoys supporting ROC City Values, a non-profit organization that he founded which sponsors a 5k Walk/Run each June in support of the Rochester City School District.
In this episode of Destination on the Left, we are joined by Brian Mastrosimone, owner of Lincoln Hill Farms on Canandaigua Lake in the Finger Lakes Region of New York state. In our discussion, Brian talks about the challenges of launching his dream business. He also discusses his use of creativity in the development project, which has yielded numerous different types of uses for visiting guests to enjoy.
Brian Mastrosimone is the owner of Lincoln Hill Farms, an agricultural attraction and entertainment venue in the Finger Lakes region of New York state. Brian’s background in real estate enabled him to realize his vision for developing over seventy acres on Canandaigua Lake into a multipurpose agricultural destination. This project has spanned the last six years and it is finally coming to fruition, but by no means was it an easy ride. In this episode of Destination on the Left, Brian talks about the challenges of launching his dream business. He also discusses his use of creativity in the development project, which has yielded numerous different types of uses for visiting guests to enjoy.
Today, Lincoln Hill Farms has expanded to ninety-five acres with three houses, a centralized barn, an event pavilion, and repurposed silos. They do anything from music concerts and family outings to corporate events and weddings. Despite all of the unique attractions that Lincoln Hill Farms has to offer, it is a working farm too. They have animals, an acre garden on which they plan to build a kitchen, and this year they are growing an acre of CBD plants as well. These elements of the farm are not their primary source of revenue, but it adds an extra layer of authenticity to amplify the experience. It takes a creative touch to achieve this type of balance and truly stand out from the crowd.
One of the main drivers of Brian’s creativity is his decision to embrace the farm feel. It is a farm-based more on the space itself and how it is used rather than what the farm produces, and the concept has been unbelievably well received by tourists and locals alike. Everything they do is focused on catering to the visitor’s experience and what those transitions will look like. While Brian navigates the challenges posed by the current global pandemic, he and his team continue to find new ways to realize their vision for Lincoln Hill Farms.
Carla Pendergraft is originally from Minneapolis, Minnesota. She has a B.A. degree from the University of California, Santa Barbara, and has a master’s degree in business from Texas State University. Since 1990, she has worked for the Waco Convention Center and Waco Convention & Visitors Bureau, first in the convention sales area and for the last 4 years, as Director of Marketing. Carla is the proud grandmother of Aviana, who is 8 years old, and Rosie, 2 years.
In this episode of Destination on the Left, Carla Pendergraft, the Director of Marketing for the Waco Convention and Visitors Bureau, discusses the growth of tourism in Waco, Texas. She walks us through the introduction of tons of new attractions like Magnolia Market at the Silos, and she explains the impact that television shows like Fixer Upper have made on Waco’s community and brand.
Carla Pendergraft is the Director of Marketing for the Waco Convention and Visitors Bureau in Waco, Texas. Since 1990, Carla has developed a broad perspective on the success of her community and the Waco brand. She was there for the Waco Siege of the Branch Davidians compound and witnessed the rebound of the Waco brand after the smoke cleared. There is a lot to be said about a community’s willingness to band together and thrive, especially in times like these. That is why Waco continues to stand out after years with Carla at the helm. In this episode, we talk about the success of the Waco brand and how it has changed throughout Carla’s carer. We also discuss the significant impact Magnolia Market at the Silos and Fixer Upper has made on the growth of tourism in Waco.
Carla fell into the CVB world by accident, but she has been there for thirty years now without having the same job once. There are certainly some glamorous elements to the job, but for the most part, it is all about getting in the trenches and figuring out how to make your destination stand out. Because of Waco’s history, standing out was never the problem. It created an uphill battle for destination marketers like Carla who were tasked with shedding Waco’s negative image. Texans have always known Waco well, but people across the world determine the appeal of smaller destinations in one or two thoughts—if they are negative, it is a lot harder to market the destination.
As time went on, the Waco community began to develop organically. Baylor was always a major driver of tourism and as the school grew, so did the travel market. Waco became home to many new attractions like the Waco Mammoth National Monument, the Texas Rangers Museum, the Texas Sports Hall of Fame, and it is the birthplace of Chip and Joanna Gaines’ Fixer Upper on HGTV. Everyone in Waco has a story about how the television show impacted their life. It completely changed the public perception of Waco and made the CVB’s job so much easier. Instead of fighting a negative image, they could focus on using creativity to grow. There is always a way to cut through the noise with creativity and collaboration, and Waco is a testament to that.
Rebekah Greenhill is the director of sales and marketing at Greenhill Winery & Vineyards in Middleburg, Virginia. She and her husband, David Greenhill, also own and operate Middleburg Life magazine and Greenhill Stables. They are based in Middleburg during the summer and Wellington, Florida in the winter for the equestrian and polo season.
In this episode of Destination on the Left, Rebekah Greenhill, the director of sales and marketing at Greenhill Winery & Vineyards, shares Greenhill’s story. She explains what brought national and international recognition to this Virginia farm winery. And she talks about some of the strategic partnerships that helped them expand into new markets.
Last year we had the pleasure of doing an episode with Beth Erickson, the president and CEO of the Loudon Convention & Visitors Association. Loudon County has become the premier region of East Coast wine and Beth provided us with a glimpse into the development of Virginia’s wine industry. So, to learn even more about the growth of Virginia’s wine scene, we invited Rebekah Greenhill, the director of sales and marketing at Greenhill Winery & Vineyards, to join us next. In the latest episode of the Destination on the Left podcast, Rebekah explains how Greenhill designed a unique visitor experience and how they formed strategic partnerships to grow their business.
The Virginia climate poses major challenges for winemakers in the area because the weather is erratic and the soil is not always perfect. So, one of the ways that Greenhill Winery & Vineyards stands out from the crowd is by embracing those challenges and showcasing the unique flavor profiles that they create. Greenhill uses 100% Virginia grapes while other local wineries outsource them, so it makes Greenhill more consistent, but it also captures the essence of Virginia’s unique soil and climate. The 100% Virginian wines have received national and international recognition with characteristics that you won’t find anywhere else in the world.
Another way that Greenhill Winery & Vineyards has cut through the noise and built their brand is by showcasing their identity as a privately-owned farm winery. Greenhill has truly embraced the farm life and it has been woven into the visitor experience as a whole. Guests get to witness the whole operation, not just the tasting room, and they have cows, honey bees, horses, and much more. Greenhill is inviting its visitors to join this lifestyle and be apart of a unique experience that very few wineries can offer. To learn more about the growth of the Virginia wine industry and what the future holds for Greenhill, listen to the latest episode of Destination on the Left.
We will be hosting our second Destination on the Left Virtual Summit featuring 15 amazing speakers that will be held on April 1-3. The great thing about this summit is it’s free! There is no travel cost for you and you can do it from the comfort of your own office. Click here to learn more details: https://breaktheicemedia.com/podcast/summit/
For ten years Andria has been leading DMO strategy and development by working with the travel industry to navigate the world of data and analytics. Currently, Andria serves as Senior Director of Tourism and Hospitality at ADARA, providing strategic direction and drives cross-team decision making to grow enterprise opportunities in the Americas. Along with her passion for advancing the travel and tourism industry, Andria brings to the team ten years of destination marketing and research experience, as well as expertise in leveraging data to enhance marketing efficiency and promote DMO advocacy. Prior to joining ADARA Andria spent seven years in research leadership positions for destination marketing organizations, including Research Director roles at Georgia Tourism and Texas Tourism.
Andria is an active member of the travel and tourism community, serving on the board of directors for the Travel and Tourism Research Association. She is a proud Texas Aggies receiving both her Bachelor’s and Master’s degree from Texas A&M University.
In this episode of Destination on the Left, Andria Godfrey, the senior director of tourism and hospitality at ADARA, discusses the data evolution in travel and tourism. She explains the importance of using data to tell a story, she talks about privacy and how it affects our access to data, and she explains why we need to better understand human behavior and the ‘why’ of our visitors.
Andria Godfrey is the Senior Director of Tourism and Hospitality at ADARA, a company that provides the travel and tourism industry with greater visibility into the needs and wants of in-market travel consumers. They use people-based insights to increase marketing efficiency, foster growth, and maximize the value of a DMO’s customer portfolio. In the latest episode of the Destination on the Left podcast, Andria discusses her role at ADARA, the importance of data storytelling, how privacy affects access to different types of data, and why we need to better understand human behavior and the ‘why’ of our visitors.
Nowadays, it is difficult to find someone who works at a destination that doesn’t geek out about data. Artificial Intelligence is commonplace, and it has enabled communities of all sizes to access more data than they’ve ever had access to before. It is extremely exciting for all DMOs, but it also presents new challenges as we figure out how to use it. Understanding data for a single destination is powerful, but understanding the same data in the context of the travel industry as a whole is unbelievably powerful. That is the ultimate goal as we mold our data into something meaningful.
When DMOs understand the story their data is telling relative to the travel and tourism industry as a whole, it enables them to create more effective messaging. For decades, DMOs have designed their communication strategy to tell their destination’s story, but using the right data can give that story even more meaning. It can help DMOs direct their communication efforts to the ideal target audience so they can create a real connection. They can articulate why the destination should matter to them and help them understand what they will get out of their experience. To learn more about ADARA’s work with data collection and measurement in the travel and tourism industry, listen to the latest episode of Destination on the Left.
We will be hosting our second Destination on the Left Virtual Summit featuring 15 amazing speakers that will be held on April 1-3. The great thing about this summit is it’s free! There is no travel cost for you and you can do it from the comfort of your own office. Click here to learn more details: https://breaktheicemedia.com/podcast/summit/
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/
Tanner Knorr manages EplerWood International’s new business, develops the newsletter, and continues to build a presence for the company via public relations, social media, and events. Tanner holds a Bachelor’s in Archaeology and a Master’s in Administrative Studies, concentrating in Economic Development and Tourism Management from Boston University. He was also a Teaching Assistant at Harvard Extension.
He owns a business called Off Season Adventures that strives for sustainable tourism practices in Tanzania, Ethiopia, Tunisia, Uganda, Rwanda, and Nepal, and is the President of Second Look Worldwide, a 501(c)(3) organization that sponsors infrastructure improvements around tourism destinations in the developing world.
In this episode of Destination on the Left, Tanner Knorr, the Program Manager at EplerWood International and the Founder of Off Season Adventures, joins us to talk about Destinations at Risk: The Invisible Burden of Tourism. He discusses the impact of crisis scenarios and overtourism on destinations, and explains what we can do to manage unaccounted for destination costs to provide local infrastructure and protection of eco and sociocultural systems for tourism and local people.
Tanner Knorr is the Program Manager at EplerWood International and Owner and Founder of Off Season Adventures. He is a self-proclaimed sustainable tourism entrepreneur who is dedicated to making infrastructure improvements around tourism destinations in the developing world. Through our conversation, Tanner discusses the recently-released research study, Destinations at Risk: The Invisible Burden of Tourism. At a time when our industry is in turmoil due to the impacts of the global pandemic, there is an opportunity to open our minds to new ideas and possibilities. Download the research report and start understanding what we can do to support responsible tourism growth.
The Destinations at Risk: The Invisible Burden of Tourism report was put together by EplerWood International, the Cornell Center for Sustainable Global Enterprise and The Travel Foundation in the UK. The main goal of this report is to uncover the “invisible burden” of tourism which Tanner defines as the unaccounted for destination costs to provide local infrastructure and protection of eco and sociocultural systems for tourism and local people. It is difficult enough for destinations to find those pieces of the puzzle, so EplerWood International and its collaborators are stepping in to help them manage and finance more efficiently.
When we talk about The Destinations at Risk: The Invisible Burden of Tourism report, there are a number of different subsectors of a destination that are affected. When tourism populations exceed the populations of the destination, we start to see destinations crack under the weight of it. It affects things like energy, greenhouse gas emissions, water, solid waste, sewage, and other natural and social capital. Tanner Knorr and his associates are working diligently to mitigate the risks of overtourism and manage the issues that have already arisen. Currently, they are working on phase two of The Invisible Burden where they will provide the necessary skills training to people on the ground.
Jim Bartoo has been the director of marketing and public relations at Nashville Zoo since 1999. During that time, he has seen the Zoo grow from local awareness to national and international recognition with more than 1.2 million guests visiting in 2019. Before coming to Nashville, Jim spent seven years marketing the Columbus Zoo in Columbus, OH. He is accomplished in all aspects of marketing and communications initiatives across the Zoos owned, earned and paid platforms. Jim lives in the Bellevue area (southwest Nashville) with his wife Carole and two daughters, Emma and Grace.
In this episode of Destination on the Left, Jim Bartoo, the Marketing and Public Relations Manager of the Nashville Zoo, joins us to share his story. He discusses the challenges of marketing a zoo when the destination brand experience is Music City, and he shares the creative solutions his organization has developed to fit into Nashville’s brand.
Jim Bartoo is the Marketing and Public Relations Manager of the Nashville Zoo. He is a lighthearted and enlightening individual who brings so much value to the table. Amidst the Coronavirus pandemic, a light-hearted conversation that doesn’t harp on the widespread panic is a much-needed change of pace. Jim discusses the challenges of marketing a zoo when the destination brand experience is Music City, and he shares the creative solutions his organization has developed to fit into Nashville’s brand. His perspective on partnerships and collaborations are invaluable, and he has helped bring more than 1.2 million visitors through the gates in the last year.
Nashville has a large tourism market and visitors have a certain expectation when they travel there. Being a zoo in the market has been very challenging, but Jim has learned a lot in his twenty years there. At first, it was about letting people know they were there in the first place. The marketing efforts were initially designed to get the local populace over to the zoo to sample what was going on. Discounted or free admission, promotional events, and fundraisers were just some of the ways they managed to draw traffic. But as things progressed, Jim and his team were able to focus on promoting specific exhibits and events at the zoo itself. People became more familiar with it over time, but that does not detract from the challenge Jim faced in separating the zoo from the city.
When you talk about destination marketing, everything is very brand-centric. DMOs are responsible for fulfilling the brand experience they create and ensuring that the experience a visitor has circles back to the brand itself. But that is difficult to achieve when your experience is not complete. Nashville Zoo struggled to wow visitors while major exhibits were being built because the guests felt as though they were missing out on something. When the Expedition Peru exhibit was completed, however, visitors could finally navigate a continuous circuit of attractions. Jim shifted the marketing focus from building anticipation and began to construct the identity of the zoo as a destination. The zoo is not a place for live music or drinking, so they are not the poster child of the Music City brand. But their hard work and creative marketing have put them on the map anyway.
Erica Paolicelli is a Partner at Three Brothers Wineries & Estates and War Horse Brewing Company located in the heart of the Finger Lakes. Erica joined the company in 2007, before it opened its doors and helped grow the destination and brand which now sees 150,000+ visitors annually, has distribution regionally to over 300 locations, and employs 150 full and part-time employees. The campus at Three Brothers houses Iron Heart Coffee Company, a café serving lunch (and soon to be dinners) daily and also hosts private events.
Erica is a strategic planner, marketer and brand builder at heart with a keen business sense. She serves on several regional boards including the IDA, the NY Wine Industry Association, the Finger Lakes Community College Advisory Board, and Geneva Community Projects. Together with her colleagues, Erica is one of the founders of the successful Rose Soiree held annually in downtown Geneva which has raised $30k in funds donated to local community organizations.
Erica is a firm believer that the rising tide raises all ships and she thinks it’s her calling to inspire collaboration within her community to help the Finger Lakes continue to be recognized as a premier destination on a global scale.
In this episode of Destination on the Left, Erica Paolicelli, Partner at Three Brothers Wineries and Estates and War Horse Brewing Co., explains how she and her team are responding to the current coronavirus pandemic. She discusses the creative solutions they thought up and implemented since the shelter-in-place and social distancing restrictions have gone into effect. And she talks about the unique visitor experiences that make Three Brothers Winery a destination in and of itself!
Erica Paolicelli is a Partner at Three Brothers Wineries & Estates and War Horse Brewing Company located in the heart of the Finger Lakes region in New York State. In our discussion, Erica shares so many creative ideas about how to navigate the coronavirus pandemic in the travel and tourism industry. Erica and her team have thought up and implemented innovative solutions in response to the shelter-in-place and social distancing restrictions have gone into effect. And their ability to use creativity and collaboration is one of the many reasons Three Brothers Winery is a destination in and of itself!
Erica started with Three Brothers as an intern before the winery was anything like it is today. Over time, she moved from $15/hour to a 1% share in the company and, eventually, she started buying stock as well. Erica became a partner because she believes in Dave Mansfield’s vision, and that vision made Three Brothers what it is today. It is no small task for a leader to energize people around their vision or to keep their ego out of the mix. Dave did both, and his ability to see what Three Brothers could become combined with Erica’s drive and ability to execute led Three Brothers to become one of the top wineries in the Finger Lakes region.
The Three Brothers campus has three wineries and a brewery, each with an entirely unique experience from shopping to food and entertainment—it is Disney World for adults. The creativity that makes Three Brothers a destination has also helped them navigate the coronavirus pandemic. Luckily, they have been deemed an essential business because they are a beverage manufacturer, but the tasting rooms and communal spaces have been shut down.
They decided to lean into their online presence to engage their current audience to drum up excitement for future events. They are generating long-form content to add value to their customers and give their readers something to look forward to. They are even doing wine slushies to-go which has driven pick-up orders significantly, and they added merchandise to the website. Coupled with a push for real conversations between Three Brothers leadership and their clientele, Erica and her team have seen an outpour of support from the local community and wine lovers all over.