Destination On The Left

Episode 345: Rachel Brown is the Executive Director of Visit Durango. In her role, she leads the team of tourism marketing and sustainability experts at the award-winning Destination Management & Marketing Organization (DMMO) for southwest Colorado’s most visited region. Rachel has over ten years of experience in tourism marketing and has held director positions at Visit Fisherman’s Wharf, San Francisco, and Visit Oakland. She has earned a Global Sustainable Tourism Council Certification, sits on the Board of Directors of the Colorado Tourism Office, and is the Chair of the Marketing Committee for the Colorado Tourism Office. Rachel has always had a passion for travel and tourism and has visited over 40 countries on six continents. On this episode of Destination on the Left, I talk with Rachel Brown about sustainable tourism and the ways that Visit Durango is supporting sustainability throughout the community. She shares why they created a new organizational structure and moved from being a Destination Marketing Organization to a Destination Marketing and Management Organization. What You Will Learn in this Episode: Why Destination Management Organizations (DMOs) need to take action and address sustainability issues Opportunities and challenges faced by DMOs during the COVID-19 pandemic, including the need to shift towards a sustainability stewardship approach and the importance of effective communication Rachel shares the benefits of building partnerships and discusses how they got Durango included in the Colorado Historic Hot Springs Loop The advantages of having an in-house marketing team for a DMO including agility, adaptability, and cost savings Why they transitioned from a destination marketing organization to a destination marketing and management organization, and their triple bottom line approach (planet, people, profit) in destination management Recognizing the Triple Bottom Line Approach Rachel shares how the shift to sustainable destination management has brought so many benefits to Durango. It has helped alleviate the negative impact of over-tourism, ensured the preservation of natural resources, and enhanced the local community’s quality of life. By prioritizing sustainability, Durango has become a more desirable destination for socially and environmentally conscious travelers, attracting visitors who appreciate and support responsible tourism practices. Visit Durango also recognized the need to adopt a triple-bottom-line approach to sustainability, encompassing environmental, social, and economic factors. While DMOs have traditionally focused on the profit aspect, Visit Durango is committed to prioritizing environmental conservation, supporting local communities, and creating a balance between the three aspects. Shifting from Marketing to Stewardship Rachel shares more about why Visit Durango launched the Care for Durango stewardship campaign to embrace sustainable destination management. This initiative aims to educate visitors and residents about responsible tourism practices and encourage them to actively participate in preserving Durango’s natural beauty and cultural heritage. Creative Partnerships We also discuss how Visit Durango came to be included in the Colorado Historic Hot Springs Loop. Although they initially met with resistance, Visit Durango worked tirelessly to join the group of popular destinations, and their inclusion, along with other local hot springs, has resulted in increased collaboration and marketing opportunities for all. The inclusion in the Colorado Historic Hot Springs Loop showcases the stunning natural landscapes and the healing power of hot springs and highlights Durango as a must-visit destination in Southwest Colorado. Resources: Website: https://www.durango.org/ LinkedIn: https://www.linkedin.com/company/durango-area-tourism-office/ Facebook: https://www.facebook.com/visitdurango Twitter: https://twitter.com/VisitDurango Instagram: https://www.instagram.com/visitdurango/ Youtube: https://www.youtube.com/channel/UCnkW638LvBVY7BEVjOaUWjg FacebookTwitterLinkedInPinterestEmail

Episode 344: Liza Ochsendorf is the Director of Workforce Development for Warren County, NY. She oversees the county operations of WIOA Title programs in the Warren County Career Center and works closely with local and regional partners to address barriers to employment, such as child care, housing, transportation, skill deficits, etc. Her work addressing local industry needs has led to stronger private-public sector partnerships to problem-solve collaboratively for short and long-term solutions to workforce challenges. Her passion for workforce development and economic development is rooted in community collaboration, effective communication, and clear goals and desired outcomes for all stakeholders. Liza has 14 years of experience working in education in Washington, DC, where she oversaw Life Skills programs and was instrumental in implementing restorative practices to build community and improve student outcomes. Liza is a graduate of Syracuse University and resides in Glens Falls, where she serves on the Board of Directors for the Tri-County United Way, the Executive Board for the Saratoga-North Country Continuum of Care, the Park Theater Foundation Board of Directors, and is a member of Greater Capital Region Women United. On this Destination on the Left episode, I talk with Liza Ochsendorf, who shares her insights into managing the current workforce shortage. She highlights some of the creative ways that she is helping her community address workforce shortages and the ways she is helping hospitality businesses reach the youth population, improve retention, and help with training to feed the workforce pipeline in the hospitality industry. What You Will Learn in this Episode: The importance of youth involvement in job fairs and workforce development Why we should be rethinking job postings and descriptions to focus on skills rather than only experience How we can embrace AI and automation in the workforce for those tasks that don’t need a human touch Ways DMOs can overcome barriers for people with disabilities, justice-impacted individuals, and veterans to enter employment Liza also shares some of her creative strategies for addressing long-term workforce shortages, including incorporating flexibility and hybrid work schedules in roles The Challenge of Long-Term Workforce Shortages Liza highlights the long-term challenge of workforce shortages, which are not only a result of the pandemic but also due to factors such as the younger generation having fewer children than currently retiring baby boomers. Liza emphasizes that the common narrative suggesting people don’t want to work isn’t true, as the data shows that the labor participation rate has actually recovered and is currently at its highest point since January 2007. She explains that the pandemic has caused a shift in people’s work preferences, with a greater desire for flexibility and hybrid work schedules. As a result, there has been a decrease in people working in public-facing industries and an increase in individuals starting their own businesses. Highlighting Your Skills In response to the workforce shortages in the hospitality and tourism industry, Liza shares various creative strategies implemented by Warren County. These strategies include hosting engaging high school job fairs and providing a hospitality training program. The program, known as PUSH, or “Pathways Up for Success and Hospitality,” guarantees participants an interview with a local hospitality business. The county also puts time and resources into retention strategies, encouraging businesses to be great employers and providing opportunities for growth and advancement. AI and Automating Jobs Liza also shares valuable insights on harnessing AI and automation to enhance workforce efficiency and highlights that while AI is not expected to replace jobs requiring human interaction, it can significantly contribute to filling roles where human contact is not essential. This opens up opportunities for streamlining tasks and improving efficiency across various industries. As businesses adapt to these new technologies, Liza encourages employers, particularly in the travel and tourism niche, to explore creative ways to leverage AI for increased productivity. Resources: Website: https://thejoblink.org/ For More Info: https://thejoblink.org/resources/ LinkedIn: https://www.linkedin.com/in/liza-ochsendorf-87b809202/ Demographic Drought Report Bureau of Labor Statistics Report 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/

Episode 343: Tammy Blount-Canavan’s career has spanned 30+ years and two countries, including executive leadership at Tourism Vancouver, CEO of the Tacoma Regional CVB, architect and inaugural Chair of the Washington Tourism Alliance, President and CEO of the Monterey County CVB, and now President and CEO of Visit Seattle. Tammy is a Past Chair of Destinations International. Tammy has been recognized as CEO of the Year, one of the 25 Most Influential People in the Meetings Industry, twice as one of the top 25 Most Influential Women in the Industry, Leadership Supplier of the Year in the Meetings Industry, Top 100 Most Inspirational Women in the Meetings Industry, CSUMBs School of Business 2018 Community Leader of the Year, won the Global Leadership Award from Destinations International and IMEX and in 2023 is being inducted into the Smart Women in Meetings Hall of Fame. In this episode of Destination on the Left, I talk with Tammy Blount-Canavan about some of Visit Seattle’s ingenious campaigns, such as rain booths in Arizona and coffee shop takeovers, which embody the unique character of Seattle. She describes how the community built a city-wide selling strategy to expand the conventions market. Tammy also shares some of the community and wider partnerships they’re involved in and how they help make the tourism industry successful. What You Will Learn in this Episode: Some of the directions you can go in when you build a career in travel and tourism marketing How Visit Seattle promotes the values of their community when they’re out and about at shows Some of the creative ways they share more about their communities’ benefits including a rain booth in Arizona and coffee shop takeovers The challenges that COVID-19 threw in Visit Seattle’s path and how they have overcome them by collaborating on a city-wide selling strategy How they make partnerships successful by talking about what they want to accomplish, how they plan to get there, and how they make sure stakeholders have complementary skills Innovative Marketing Experiences We spotlight the innovative approach to destination marketing taken by Visit Seattle this week. Rather than solely relying on traditional tactics like purchasing ads and attending trade shows, they put a unique spin on destination marketing by creating fun and memorable experiences at events that underscore their core values. Visit Seattle has a knack for adding creative twists to their campaigns; last summer, they introduced a ‘rain booth’ in California and Arizona. This structure sprinkled light rain, allowing people to experience Seattle’s famous ‘cozy season’ amidst the summer heat. Participants could even create their own movie posters as though they were in Seattle, sparking conversations about the city’s unique charm. In addition to these fresh marketing strategies, Visit Seattle capitalizes on the wealth of local celebrities and athletes who take pride in sharing the story of their city. Their ongoing “I Know a Place” campaign features local residents expressing their love for Seattle and its hidden gems. This not only highlights iconic locations but also unveils lesser-known aspects of the city. Exemplifying Core Values We also discuss how Visit Seattle shares how their core values—innovation, creativity, and inclusivity— not only shape their city but also their marketing strategies. Inclusivity, for instance, is manifested through partnerships with Seattle Bank and Interventionalist, supporting traditionally underrepresented BIPOC-owned businesses. Sponsorships enable people to experience these businesses firsthand, with Visit Seattle highlighting them in their campaigns. This demonstrates a proactive approach to diversity, actively working with these businesses to tell their stories instead of merely stating the presence of diversity. Creativity is another cornerstone of Visit Seattle’s approach. The city boasts the title of the glassblowing capital of the world, second only to Italy, and hosts an annual festival named Refract, a month-long celebration of local and renowned glass artists. Along with Refract, they organize Cloudbreak, focused on music, and Museum Month, both of which showcase Seattle’s vibrant arts scene. Their third core value, innovation, is encapsulated in Seattle’s identity as the birthplace of global tech giants like Microsoft and Amazon, retail powerhouse Costco, and numerous other innovative ventures. This value traces back to the World’s Fair six decades ago that birthed the iconic Space Needle, highlighting the city’s longstanding history of groundbreaking ideas. Their commitment to these values is exemplified in events like the recent Pride Parade, reinforcing that inclusivity in Seattle goes beyond words—it is deeply rooted in the population’s values. Through these unique approaches, Visit Seattle is not just selling a destination but narrating an authentic story of a community that thrives on innovation, creativity, and inclusivity. Resources: Website: https://visitseattle.org/ LinkedIn Personal: https://www.linkedin.com/in/blountcanavan/ LinkedIn Business: https://www.linkedin.com/company/visitseattle/ Facebook: https://www.facebook.com/visitseattle Twitter: https://twitter.com/VisitSeattle Instagram: https://www.instagram.com/visitseattle/

Episode 342: Kurt Krause currently serves as the President and CEO of Visit Norfolk, joining in 2019. He is responsible for directing the effort to improve the quality of life for all residents through the economic and community benefits of tourism. His history in the hotel industry spans over 37 years, including 21 years with Marriott International, eight years with Aramark, and four years with Gold Key PHR. Arriving in Norfolk in 2014, he led the pre-opening efforts of Hilton Norfolk – The Main, followed by re-opening the historic Cavalier Hotel and Cavalier Beach Club in Virginia Beach. As well as his career in the hotel industry, Kurt served our Country initially as a Loaned Executive for the Transportation Security Administration. As a founding member of the largest start-up of any private or public organization, he was specifically responsible for many of the consumer-oriented deliverables. For his effort in the participation of founding the agency, in addition to the consumer element, he was recognized with the Department of Transportation Distinguished Service Medal by Secretary Norman Minetta in 2002. Kurt then joined his alma mater, Virginia Tech, as Vice President of Business Affairs; responsibilities included Facilities, Personnel, VT Police Department, Department of Environmental Health and Safety Services, Office of the University Architect, and Real Estate Management. On the personal side, after enjoying 20 years of playing amateur baseball (2003-2023), winning two national championships, Kurt found enjoyment on stage, participating in the Hampton Roads Dancing with the Stars, performing with the Virginia Opera, and with Hurrah Players in Annie (2018) and Dames at Sea (2019). On this episode of Destination on the Left, I talk with Kurt Krause about how Visit Norfolk is revisiting a successful collaborative campaign from 2020 to see how they can apply those learnings to new need areas. He shares more about the “City with Bite” and how it has led to engagement with the local community in addition to visitors. Kurt also highlights current plans to tell the authentic history of Norfolk through a program called Pathways to Freedom, which tells the story of the Underground Railroad, recognizes the harrowing experiences of those who sought freedom, the individuals and institutions that aided them, and the historical locations that played a part in their journey.   What You Will Learn in this Episode: What Visit Norfolk is doing to break through the noise of a crowded travel and tourism market, including a collaboration with Virginia Beach that generated $6 million of hotel business in the summer of 2020 How can we apply insights gained during the COVID-19 pandemic to keep us moving forward as DMOs in new periods of need Why those that keep their marketing going and continue connecting with their audience, even when times are tough, recover faster when a crisis hits How the “City with Bite” series started, how they produce and market it, and how they envision making it financially sustainable Kurt shares one of the projects that Visit Norfolk is proud of right now, including how they recognize the city’s problematic history and sensitively tell the authentic story of enslaved people in the area The “City with Bite” Initiative Kurt discusses the often overlooked but crucial role residents play in destination marketing. It’s not solely about attracting out-of-town visitors but also engaging the locals in the activities and experiences the city offers. He shares more about the “City with Bite” initiative, a restaurant series now in its third season, which was invented to motivate residents to patronize local eateries again. The “City with Bite” series has rejuvenated the local culinary scene and enhanced residents’ understanding and appreciation of the visitor economy. One distinctive feature of the “City with Bite” series is the inclusion of restaurant customers in their episodes. They are invited to share their experiences, reminiscences, and thoughts about the highlighted restaurants, fostering a deeper connection between the local community and the city’s gastronomic landscape. Sharing Untold Stories Kurt also shares some of the upcoming projects Visit Norfolk is undertaking that he’s particularly proud of. For the last two years, the team has been working on a project based on “Pathways to Freedom,” a book by Dr. Cassandra Newby Alexander that narrates the tale of the underground railroad in Norfolk. This venture aims to tell the untold stories of those who braved the perilous journey to freedom, a narrative often eclipsed by more popular accounts like those of Pocahontas and Captain John Smith. Through this project, Visit Norfolk aims to shed light on the harrowing experiences of those who sought freedom, the individuals and institutions that aided them, and the historical locations that played a part in this journey. One of the most fascinating things about this initiative is the use of augmented reality (AR) to bring these historical narratives to life. For example, the technology can help recreate the imagery of the tunnels under St. Mary’s Basilica, where the enslaved were known to escape. It can also show places such as the slave jail or warehouses that no longer exist. The goal here is to foster an understanding of the city’s history and how it has progressed, not perfectly but significantly, towards becoming a diverse and inclusive community. Resources: Website: www.Visitnorfolk.com Facebook: https://www.facebook.com/VisitNorfolkToday Instagram: https://www.instagram.com/visitnorfolkva/ Twitter: https://twitter.com/VisitNorfolkVA Youtube: https://www.youtube.com/user/VisitNorfolkVirginia When This Is Over – VisitNorfolkVA – YouTube Together At Last, Norfolk-Virginia Beach – YouTube Together At Last Review The City with Bite: https://www.citywithbite.com/brothers/ Last Stop to Freedom 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/

Episode 341: This week the show is at Tap Dance, organized by the Travel Alliance Partners, where the focus is on the power of collaboration, connections, and partnerships in the travel and tourism industry. Through conversations surrounding the Tap Dance 2023 travel conference and real-life experiences, my guests share a deep appreciation for the importance of working together, building strong relationships, and leveraging partnerships to create impactful travel experiences. From creating joint itineraries to forming pod partnerships, this episode explores how collaboration and teamwork can elevate the industry and provide operators with valuable pre and post-trip experiences. Get ready for an inspiring and informative discussion that highlights the transformative power of collaboration in the travel trade segment. Todd Read: Trade and Consumer Sales Manager at SoIN Tourism Timothy Cave: Owner of ITG Travel Stacey Warren: Director of Sales and Marketing at The Maine Tour Connection Micheal Collins: Development Consultant at Nebraska Tourism Division Marlene Kay Smith: Group Sales Manager with Traverse City Tourism Insights from the Tap Dance We hear from five amazing travel and tourism leaders, including Todd Reed, Tim Cave, Stacey Warren, Micheal Collins, and Marlene Smith, who provide insights on the Tap Dance show and partnerships in the industry. Todd Read: Trade and Consumer Sales Manager at SoIN Tourism “Collaboration is the key,” according to Todd. He discusses the importance of collaboration and partnerships in the industry and shares his experience of how trust and communication are crucial in building successful relationships with partners. Todd also emphasizes the value of attending travel conferences, such as Tap Dance, to network, exchange ideas, and learn from other professionals in the field. Timothy Cave: Owner of ITG Travel Timothy shares his own experience working with various partners and tour operators in Nebraska, emphasizing the need to go where the operators are and get to know people. He also talks about the benefits of attending shows and networking with others in the same line of work. Timothy believes leveraging partnerships and learning from others is crucial for success in the tour operator industry. Stacey Warren: Director of Sales and Marketing at The Maine Tour Connection Stacey talks about what partnership means to her, and why it’s the number one thing you need in this industry. She dives into a partnership she and neighboring DMOs have set up that enables visitors to learn more about Maine and the surrounding region. Stacey also highlights the significance of networking at events like Tap Dance, where industry professionals can learn from each other and exchange ideas. Micheal Collins: Development Consultant at Nebraska Tourism Division I loved hearing more about the collaboration between Nebraska and Wyoming and how they built an itinerary based on the Western heritage of cowboys and Native Americans. He also discusses why his word for Tap Dance is ‘wonderful’ because of its family feel and commitment to helping travel industry professionals build significant, long-lasting relationships. Marlene Kay Smith: Group Sales Manager with Traverse City Tourism Marlene describes why for her, partnerships are very much a two-way street, which sometimes might benefit one person more at one time, but which always even out in the end. She highlights the importance of respecting one another as fellow knowledgeable professionals. Marlene also talks more about Circle Michigan, a partnership that has lasted 40 years because everyone involved understands that they’re better together. I hope you enjoyed the second episode of our special two-part series from Tap Dance, where we dive into the world of this unique travel conference, where collaboration, partnership, and connection are at its core. From intimate conversations and learning from colleagues in the tourism industry to exploring new trends and expanding networks, Tap Dance provides invaluable experiences and professional growth opportunities. I loved that our guests shared their insights on the importance of working together, forming strong relationships, and leveraging partnerships to create successful events and promote destinations. 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/

Episode 340: This week I’m at Tap Dance, the annual travel conference hosted and produced by Travel Alliance Partners. Tap Dance is an intimate show that gives a select group of tour operator partners a chance to build genuine relationships with Preferred Professional Travel Providers. I’m privileged to be able to talk to five experienced leaders in the travel and tourism sector and ask them about how shows like Tap Dance help empower them to do their job better. We also dive into what the word partnership means to them, and my guests offer an example of a partnership that works well for them. I can’t wait to share my guests’ words with you. Lori J. Solomon: Vice President of Travel and Trade with the Sullivan Catskill Visitors Association Libby Jones: Director of Education at Battleship New Jersey Museum and Memorial Jim Walter: Vice President of Visit Cheyenne Jill Shorkey: Director of Group Tours for Great Lakes Bay Regional Convention and Visitors Bureau Emily Hamill: Hospitality Coordinator at Old Sturbridge Village Insights from the Tap Dance I am excited to showcase the Tap Dance travel conference in this roadshow series because Travel Alliance Partners, one of my own businesses, is built to support collaboration and connection in the travel trade community. Lori J. Solomon: Vice President of Travel and Trade with the Sullivan Catskill Visitors Association Lori shares more about a collaborative program her organization is part of called Beyond the Big Apple, where they’re encouraging travelers to explore the area beyond New York City. She discusses the collaborative effort between the Catskills, central New York, and Hudson Valley and how putting together a two-week itinerary that showcases the best of the region helps domestic and international travelers explore the region. Libby Jones: Director of Education at Battleship New Jersey Museum and Memorial We dive into what partnership means to Libby and how she loves to work as a team to better achieve their goals. Her organization is a big fan of the phrase rising tide lifts all ships! She also shares more about how the Battleship New Jersey Museum and Memorial are building a locale with the Independent Seaport Museum to make it easier for groups who visit both destinations. Jim Walter: Vice President of Visit Cheyenne Jim tells us how shows like Tap Dance help him be a better travel and tourism professional. He describes how working together and listening to how other people sell their destinations helps you learn and grow professionally. Jim also shares more about the Visit Cheyenne open-air rodeos, their new partners, and how they’re attracting a fantastic international audience. Jill Shorkey: Director of Group Tours for Great Lakes Bay Regional Convention and Visitors Bureau I loved how Jill describes partnership as teamwork, listening, and an aligned vision for all of us to be together for the benefit of everyone. She also shares why her word of the show is ‘reverence’ and how as a first time Tap Dancer, she can feel the synergy with colleagues from all parts of the industry. Emily Hamill: Hospitality Coordinator at Old Sturbridge Village We talk about why networking is beneficial from a business and professional standpoint and why she’s enjoying making so many connections with her peers. We also dive into an example of a partnership that’s working for Old Sturbridge Village in their collaboration with the Table Three restaurant group that allows their guests to experience fine dining in a historical setting. I hope you enjoyed this first episode of our special two-part series from Tap Dance. We delved into the world of this unique travel conference, where collaboration, partnership, and connection are at its core. From intimate conversations and learning from colleagues in the tourism industry to exploring new trends and expanding networks, Tap Dance provides invaluable experiences and professional growth opportunities. I loved that our guests shared their insights on the importance of working together, forming strong relationships, and leveraging partnerships to create successful events and promote destinations. Stay tuned for the second part of our series, where we will continue to explore the magic of Tap Dance. 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/

Episode 339: Santiago C. Corrada is an accomplished, recognized leader with over twenty-five years of public service experience, with proven success in effectively and efficiently transforming the professional culture of many diverse institutions. His outstanding relationship-building skills result in the resolution of highly complex issues through consensus. Corrada has the demonstrated ability to soundly and fiscally manage a convention center resulting in record surplus revenues. He has consistently elevated organizations to higher levels of productivity by empowering team members and stakeholders. Corrada is an intelligent, articulate, dedicated, loyal individual driven to serve and deliver the highest quality services. On this episode of Destination on the Left, I talk with Santiago Corrada about his leadership philosophy which includes fostering relationships, building a great team, and being a role model. We also discuss the importance of welcoming diverse audiences, and Santiago shares in detail how Visit Tampa Bay welcomes people of all abilities.   What You Will Learn in this Episode: Santiago’s atypical journey from high school principal to destination marketer Why Santiago firmly believes that leadership is something that should benefit a team rather than stifle them Why they decided to create a Tampa-based cookbook and how it supported an underappreciated sector of their community Santiago’s commitment to diversity, equity, and inclusion and how they support individuals with impediments to travel at Visit Tampa Bay What they’re doing to tell their story in a thoughtful, deliberate way and how they’re ensuring that the local community members are great hosts to visitors What Santiago is looking for when he’s building his destination development plan and some of the important factors he likes to incorporate Leadership at Visit Tampa Santiago Carrera discusses leadership philosophy and why he enjoys being a mentor and leading by example at Visit Tampa Bay. He shares how his unusual journey into destination marketing has helped him understand the importance of engaging his own team and the wider community in their visitor attraction initiatives. Santiago also shines a little light on the need for effective marketing and leadership in making a location stand out. Focusing on what they’re doing at Visit Tampa Bay, he mentions how his team’s efforts led to recognition from Time Magazine, money.com, and Forbes and how they helped put Tampa on the map as one of the best places in Florida to live and visit. Santiago believes that Visit Tampa Bay’s unique branding and collaborative approach differentiates their destination from other typical Florida destinations. Shaping Your Own Narrative In our talk on all things creativity and leadership in destination marketing, Santiago expanded on his viewpoint, explaining that the goal isn’t just about making Tampa or Tampa Bay stand out amongst competitors; it’s all about shaping the narrative your own way. He also gives a few examples of some of the innovative and creative approaches in marketing and sharing the uniqueness of their location with the world. Committed to DEI Santiago’s commitment to diversity, equity, and inclusion is a cornerstone of his leadership strategy. As one of the few Latino leaders of a DMO in the country, he has always prioritized diversifying his team, board of directors, and the portrayal of diverse, multicultural groups in their marketing imagery. It was, therefore, important to Santiago and his team to include imagery in their campaigns representing individuals with travel impediments. Visit Tampa incorporated ambassadors and influencers who have travel impediments into their video creation and campaigns. This inclusive initiative has added another layer to their commitment to diversity, equity, and inclusion, enriching their marketing strategy and further differentiating their destination. Resources: Website: https://www.visittampabay.com/ Facebook: https://www.facebook.com/VisitTampaBay Twitter: https://twitter.com/VisitTampaBay Youtube: https://www.youtube.com/VisitTampaBay 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/

Episode 338: Since 2001, Debra Ross has been publisher of KidsOutAndAbout.com, America’s online resource for families who want to know about all of the opportunities for kids in their local area, and (since 2016) of BeyondTheNest.com, for grownups who want to know about arts, culture, and recreation where they live. This web network has regional sites in 45 cities in the US and Canada, with (as of Feb 2023) 15 million visitors per year (85% parents, 15% grandparents, 82% women) and 750,000 recipients of a free weekly e-newsletter telling recipients what’s happening locally for kids, teens, and families. Debra’s expertise is in community visibility and cheerleading, data analytics, and information resource management. She is Co-Chair of the American Astronomical Society’s Solar Eclipse Task Force for the 2023 annular and 2024 solar eclipses and Chair of the Rochester Eclipse Task Force 2024. Named after the iconic Angela Davis, Angela Speck likes bright colors, is a nerd at heart, and has wanted to be an astronaut since she was five years old. Originally from Yorkshire (England), she went to college in London, where she was able to pursue her childhood dreams by majoring in astrophysics. After a brief stint as an r&d technician in a Lancashire company run by crazy new-age hippies, she returned to London and completed a Ph.D. in astronomy. After a postdoc at the University of Illinois and 17 years on the faculty at the University of Missouri, she is now the Chair of the Physics & Astronomy Department at UT San Antonio. She has also been the co-chair of a national task force on solar eclipses since 2014. Throughout her career, she has pursued research and teaching of astrophysics and continues to share her passion for all things extra-terrestrial. On this episode of Destination on the Left, I talk with Angela Speck and Debra Ross about how they are preparing for the 2024 solar eclipse. We discuss how destination marketers can share information about eclipse events locally and nationally, and we cover lessons learned from the 2017 eclipse visitor data.   What You Will Learn in this Episode: How the upcoming eclipse can help create a sense of unity and connection within a community Key marketing lessons learned from the 2017 eclipse and what DMOs can do differently in 2024 What communities can do to maximize the experience for locals and visitors The importance of targeted outreach and educating people about the significance of the eclipse path, which is much more populated in 2024 than it was in 2017 How DMOs can leverage pre-existing stories and experiences to communicate the value of participating in the 2024 eclipse   Sharing Your Community Values During her interview on the Destination on the Left podcast, Debra Ross shared a powerful anecdote about the town of Kingswood and their approach to the solar eclipse. With a strong sense of community, the town sent teenagers on bicycles to distribute eclipse glasses to residents and visitors, ensuring everyone could safely experience the event. This initiative showcased their commitment to inclusivity and creating a shared experience. This highlighted how communities can demonstrate their true essence and foster a stronger sense of unity through how they present themselves to visitors. Debra is looking to convey a similar sense of unity and connection within her own community and has since been involved in helping other communities make their messaging fun, clever, and authentic in preparation for the 2024 eclipse. Telling the Eclipse Story in 2024 On the podcast, Angela emphasizes the importance of targeted outreach and educating people about the significance of the eclipse path. So many people missed out on being within the path of the 2017 eclipse, and the upcoming 2024 eclipse is already a hot topic of conversation amongst the general population, not just the scientific community. To help engage as many people as possible, DMOs should build upon pre-existing stories and experiences. By reinforcing the message that they are not starting from scratch, marketers can more effectively communicate the importance of being within the eclipse path and ensure that people understand the value of participating in the 2024 eclipse. Resources: Website: https://www.kidsoutandabout.com/ Website: https://eclipse.aas.org/ LinkedIn: https://www.linkedin.com/in/debra-ross-roc/ Eclipse America 2024: https://eclipse.aas.org/eclipse-america-2024 Science in the Shadows: NASA Selects 5 Experiments for 2024 Total Solar Eclipse Rochester Total Solar Eclipse 2024 Eclipse Community Dashboard 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/

Episode 337: President and CEO Danny Liedka is in his sixth year at the helm of Visit Syracuse, Onondaga County’s official tourism promotion agency. Visit Syracuse plays a critical role in the county’s economic development strategy through its focus to grow the area’s business of leisure tourism, meetings & conventions, sporting & special events, and film/television production. Through his work, Danny has strengthened the organization’s ties with elected officials and community leaders to ensure resource development, overall strategic direction, and quality programming to the region. While under his leadership, the organization has successfully restructured to handle the effects of COVID-19 on the hospitality and tourism industry, moved into a new downtown office space, and brought in and expanded the Visit Syracuse Film Office. Liedka also has seen convention sales increase by nearly 85% during his tenure. During Danny’s tenure, the Visit Syracuse organization has seen several major conventions return to the area and has undergone several marketing initiatives to better promote the region and partners, including a completely redesigned website, an increase in video production promotion, and a newly designed Visitors Guide. Danny has several years of experience in a variety of tourism and hospitality roles, including Senior Sales Executive at Marriott International and Sales Manager at the Double Tree Hotel Syracuse. He holds several awards recognizing him for sports, sales, and marketing efforts. Before joining Visit Syracuse, Danny was a former Onondaga County Legislator District 7 (2012-2017), having served as Chairman of the Health Committee, Budget Task Force, and Vehicle Use Review Board. In addition, he was the former mayor of the Village of East Syracuse (2007 – 2013). Danny has written award-winning legislation that addressed the quality of life in his Village. Danny is on the East Syracuse-Minoa School District Wall of Distinction for his contribution and achievements in the community. The Visit Syracuse president was also an on-air television commentator at Time Warner Cable Sports Channel, Big East Network, YES Network, and ESPNU, as well as a game radio host for Syracuse University Basketball on Clear Channel Radio. Danny is a recipient of the ACE Award, which is the cable television equivalent of an Emmy for excellence in sports broadcasting. Danny is also an ABCA Certified Professional Baseball Coach, Coaches at Sports Zone Baseball Academy, and is the current president of ESM Little League. He and his wife, Kim, and three children, Luke, Jack, and Hannah, and k9 partner Milla reside in East Syracuse. On this episode of Destination on the Left, I talk with Danny Liedka about the importance of showing the authentic experience of the destination through storytelling done by real people and how Visit Syracuse does that via their photo and video library. We also dive into how to forge tighter relationships with stakeholders and some transformational projects coming to Danny’s community right now. What You Will Learn in this Episode: How Danny went from a successful career in Politics to becoming the CEO of a destination promotion agency The importance of building a mutually supportive relationship with stakeholders Why learning to communicate effectively using the right language can help your organization access more opportunities How Danny and his team put together proposals that helped Syracuse win recent transformational projects — the new aquarium, a road project that will change the walkability and accessibility of downtown, and a major employer choosing Syracuse as look the location for their new manufacturing facility Why having the right people on your team is critical to your success Building a Great Team Creating a solid team and fostering a positive work atmosphere has been a priority for Danny as a leader. While he recognizes that Visit Syracuse may not always be able to compete with private sector jobs in terms of financial compensation, he believes that by going the extra mile for his employees, they can minimize the importance of money in their overall job satisfaction. One way Visit Syracuse achieves this is by offering special perks and benefits, such as the ability to work from home. Danny explains why even before the COVID-19 pandemic, they had already implemented a remote work policy, which proved valuable when the crisis happened and allowed them to hit the ground running. Showcasing Authentic Experiences People crave genuine experiences and prefer seeing real individuals rather than staged content. When Danny and his team realized this, they decided to invest in various initiatives, such as professional photography and partnering with an agency that could help them source a vast collection of authentic images. By showcasing real-life experiences in Syracuse, they aimed to establish an emotional connection between their audience and their brand. Recognizing the power of video as a storytelling medium, Danny made it a priority to excel in this area. If you explore Visit Syracuse’s recently launched website, you’ll notice a strong emphasis on video content, immersive experiences, and captivating narratives. This approach has allowed them to build a dedicated following and stay ahead of the curve, ensuring they are proactive rather than playing catch up with industry trends. Danny’s Best Practices for Collaboration When seeking the right partners, making everything about them and creating a likable connection is important. Show them a problem they may be unaware of and position yourself as the solution. Understanding their communication styles and needs, and adapting your approach accordingly, is crucial. Effective communication and listening skills play a significant role in establishing successful partnerships. By embracing these principles and focusing on the partner’s needs, you can build strong relationships and achieve mutual success. Resources: Website: https://www.visitsyracuse.com/ LinkedIn Personal: https://www.linkedin.com/in/danny-liedka-81311293/ LinkedIn Business: https://www.linkedin.com/company/syracuse-convention-and-visitors-bureau/ 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/

Lolita Jackmon is a highly accomplished professional who began her career in the hospitality industry, working for renowned hotels and airlines. With a deep-rooted passion for travel and a commitment to creating unforgettable experiences, she quickly established herself as an asset in the industry. Driven by a desire to make a difference, Lolita transitioned into grant writing, focusing her efforts on increasing diversity in STEM majors through partnerships. Through her expertise in crafting winning programs and proposals, she successfully secured grants to promote inclusivity and empower underrepresented individuals to pursue careers in science, technology, engineering, and mathematics. With a keen eye for detail and a talent for evaluating grant proposals, Lolita expanded her career by collaborating with grant funding organizations. Her meticulous evaluation of proposals ensured that resources were directed towards impactful initiatives, fostering innovation and societal change. Lolita’s journey led her into a flourishing project management career, where she excelled in strategic planning, budgeting, and stakeholder engagement. Her ability to lead cross-functional teams and deliver projects successfully while maintaining a focus on quality and client satisfaction earned her widespread acclaim. Motivated by her unwavering love for travel and her desire to help others experience the wonders of the world, Lolita embarked on the entrepreneurial path, founding her own travel business. Drawing from her expertise in the travel industry, grant writing, and project management, she is committed to curating exceptional travel experiences that leave a lasting impact while promoting sustainability and inclusivity. As a multifaceted professional with extensive experience in hospitality, grant writing, and project management, Lolita brings a unique perspective to the travel industry. Through her writing, she strives to empower travel businesses with valuable insights, resources, and opportunities, enabling them to navigate challenges, embrace innovation, and contribute to the industry’s recovery and growth. On this episode of Destination on the Left, I talk with Lolita Jackman, who shares her passion for travel and where she looks for travel inspiration that enables her to help her clients with their dream vacations. We also do a deep dive into the topic of grant writing as Lolita walks us through the research initiation and planning phases of grant writing, shares some of her favorite tools, and warns of the pitfalls to watch out for when approaching grants.   What You Will Learn in this Episode: Key elements to consider when building a successful grant application How Lolita built Global Gypsy Travel and what sets her approach apart from other travel agencies The importance of planning and strategic partnerships when applying for and managing a grant Strategies that you can use to find, evaluate, and apply for federal, state, and private grants Benefits of working with a grant writing coach, and how can they help improve the success rate of grant applications Collaborating to Achieve Your Goals In this episode of Destination on the Left, Lolita shares her experiences and insights into the travel industry and grant writing, offering valuable tips and advice for those who are interested in pursuing either (or both!). One of the key takeaways from this episode is the importance of collaboration. Lolita emphasizes the value of having partners in achieving your goals, whether in grant writing or consulting with clients. She also shares how her company Global Gypsy Travel allows for a wide range of options for clients. Reach Out to Your Network Collaboration is essential when it comes to grant applications — Lolita stresses the importance of finding potential partners and building a network when seeking grants. Not only does this help demonstrate a wide range of support for your project, but it can also open up opportunities for further collaboration and growth beyond the initial grant. Successfully Applying for a Grant Another valuable insight shared by Lolita is the importance of thorough planning and budgeting. She discusses how it can be tempting for applicants to assume that their chosen subject “should” be funded without properly explaining the issue and demonstrating why there is a need for it. In order to build a successful case study and stand a chance at securing significant grants, proper planning and budgeting are essential. This includes identifying partners and creating a memorandum of understanding before submitting an application, and having a clear and thorough explanation of each item in the budget and how it will be used. Resources: Website: https://myglobalgypsy.com/ Website: https://mygrantwritingcoach.com/ LinkedIn: https://www.linkedin.com/company/globalgypsy/ July Grant Coaching Cohort: https://www.eventbrite.com/e/grant-coaching-july-2023-cohort-tickets-641585237717 – 30% off for Listeners. Use Promo Code DOTL 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/