Destination On The Left

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/

Dana Le is a healthcare innovation expert and Founder at Wander Health. She was previously on the Founding Team and Head of Operations at KidsX, one of the worlds leading digital health ecosystems focused on accelerating pediatric innovation. She built, designed, and managed the programming for the nation's most prominent healthcare entrepreneurial programs. Prior to this role, she strategized innovative payment models at ECG Management Consultants and cofounded a community ventures program at Dell Medical School. Dana received her Master's of Health Administration from Columbia University and Bachelor's of Business Administration in Finance from The University of Texas at Austin. Dana was recently selected as a Forbes 30 Under 30 in Healthcare and a TEDx speaker. On this episode of Destination on the Left, I talk with Dana Le about how she came up with the idea for Wander Health and why talking to your customers is the best strategy for remaining relevant. We also discuss the intersection of healthcare and travel and the importance of having access to the right medical care when traveling. What You Will Learn in this Episode: Dana shares more about the evolution of her company and how she took Wander Health from idea to solution She steps us through how she did her research into what travelers need from a health care plan The problem with relying on a telehealth appointment with a US primary care physician or a credit card concierge The three services that Wander Health provides and how people access care when they're abroad How using Wander Health can enhance the experience for a travel agent or tour operators customers Dana discusses what a greenfield market is and shares her experience of innovating in the travel tech space Staying Healthy When Traveling In the latest episode of the #DOTL podcast, guest Dana Le sheds light on an issue that can be a huge concern for many travelers: the limitations of travel medical insurance. She shares her personal experiences, highlighting how she encountered this ongoing issue every time she went abroad. One of the key insights Dana discovered was the alarming statistic that 40% of people fall ill or sustain injuries while traveling. Considering that approximately 81 million Americans traveled abroad last year, a staggering 33 million individuals face health challenges during their trips. This disruption is significant, regardless of whether people are traveling for business or leisure, as it dampens the overall experience. How Wander Health Helps Dana shares the three essential solutions Wander Health offers to address the limitations of travel medical insurance. Their booking service enables travelers to schedule urgent care appointments while abroad. The upcoming chat feature connects users with local doctors via text or WhatsApp, providing guidance on healthcare issues and medication queries. Wander Health also allows travelers to search for and purchase over-the-counter medication equivalents, even offering delivery services. These comprehensive offerings ensure real-time care and support for individuals navigating healthcare needs while traveling. Innovating in the Travel Healthcare Space To foster innovation, it's essential to listen to customers and understand their needs. Stagnation can be seen in industries like travel and healthcare, where customer experiences often fall short. However, companies that prioritize the customer and adapt to their needs, like certain airlines, can create exceptional experiences and build strong reputations. By actively seeking to improve and innovate, travel healthcare providers can make a significant impact on patients' lives, even with small changes. Resources: Website: https://www.wander.health/ LinkedIn: https://www.linkedin.com/company/wanderhealth/ Facebook: https://www.facebook.com/wanderhealthco 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/

Passionate about custom travel and creating unique travel experiences for his clients, Tom Casey is a longtime expert on travel to Ireland and the British Isles and, more recently, has explored many regions of Scandinavia—including Norway, Iceland, and the Faroe Islands. Tom runs Old Sod Travel along with helping manage Scandinavian Travel. On this episode of Destination on the Left, I talk with Tom Casey about the business strategies that have made his travel companies successful, including focusing on your niche, hiring and nurturing a good team, and building reliable partnerships overseas. We also discuss how his business weathered the challenges of the pandemic to make 2023 their best year yet. What You Will Learn in this Episode: Why Tom left the corporate world at age 50 to run his own business How Tom's companies have evolved over time and why finding the right niche was of huge importance to their core business strategy Tom's team's commitment to creating exceptional travel experiences and how it really differentiates his company What Tom is doing right now to make 2023 his strongest year yet, and the unique, authentic features of their brand Some of the fabulous partnerships Tom has built with suppliers in Ireland, Scotland, and Scandinavia Fine Tuning Your Niche One of the key strategies that has fueled the growth of Tom Casey's business is finding and honing in on a specific niche. Tom emphasizes the importance of fine-tuning what you want to do and excelling at it. This approach has allowed his company to focus more on delivering exceptional client experiences. Old Sod Travel and Scandinavian Travel prioritize providing high-quality vacations, and because of this, they often invest in sending employees to business meetings and conferences in Ireland, Scotland, and Scandinavia, enabling them to gain firsthand experience and build confidence in selling their offerings to potential travelers. The positive feedback in the form of five-star reviews further reinforces the company's commitment to delivering outstanding vacations and fuels their passion to continue excelling in their niche. A Committed Team Tom Casey's business model includes a unique approach to his team, which has evolved over time. Initially, he hired stay-at-home mothers due to budget constraints, and one of them eventually became his business partner. They recruited friends with similar backgrounds, creating a social and enjoyable work environment. The workforce genuinely cares about clients and understands the travel style they sell, which aligns with their own experiences. This inherent understanding makes it easier for them to recommend luxury accommodations and convince clients that the extra expense is worth it for a truly satisfying experience. Truly Customizable Tours The flexibility granted to employees, such as working a few hours in the morning to communicate and collaborate, allows for customization and personalized trip planning. Unlike other companies that claim customization but offer limited options, Tom's team goes the extra mile, traveling with clients and making themselves available whenever needed. Their commitment to building relationships and providing comfort to nervous first-time travelers sets them apart from the competition. Resources: Website: https://www.oldsodtravel.com/ Website: https://scandinaviantravel.com/ 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/

Tristen Norman is the Head of Creative Insights, Americas at iStock and Getty Images. She operates as one-part visual anthropologist and two-parts data scientist working across disciplines to understand what motivates visual selection, identify trends within visual language, and use this data to help shape the development of Gettys creative content globally. Leveraging consumer research and social and cultural listening and pairing it with proprietary data, Tristen hones in on the valuable insights that feed the development of Getty Images' own creative collections. A passionate advocate for elevating marginalized voices within creative spaces, Tristen also plays a critical role in supporting and advancing initiatives and partnerships to champion diverse visual narratives at Getty Images and beyond. Tristen's experience stems from over nine years in creative design, market research, and brand strategy. Before joining Getty Images, Tristen was most recently a Senior Experience Strategist at Wunderman, where she was responsible for developing creative, data-driven omnichannel creative brand strategies for clients across various industries. Tristen earned her Bachelor of Business Administration in Marketing from Temple. On this episode of Destination on the Left, I talk with Tristen Norman about how the era of 'no normal' has impacted content creators and what destination marketers can do to ensure they're telling multilayered stories. We also discuss the importance of interrogating our content choices to improve our marketing and stress that it is the little choices that make the most significant impact. What You Will Learn in this Episode: Why wellness is an ongoing content trend and how we can make it a universal experience How to create multilayered stories to share with prospective visitors The importance of remaining authentic as a brand What kind of imagery consumers are looking to engage with How to take a deep dive into your content and identify the gaps How Getty Images' VisualGPS tool can help you diversify your content library Why Authenticity is Key In today's travel marketing landscape, authenticity has become paramount, and it's essential for brands to share authentic images and narratives. Tristen explores the challenge of maintaining authenticity while telling layered stories and emphasizes the importance of investing time, resources, and energy in the process of authenticity. Through image testing and surveys, Tristen's team discovered that consumers respond most to images that represent slices of real life. These visuals should reflect diversity, different cultures, communities, and lived experiences. Take a Step by Step Approach to Curating Your Content DMOs and brands need to analyze their existing content and identify how they can best fill any gaps, such as concentrating on little-known attractions of their destination. Incremental changes can lead to a profound shift in the audience's relationship with a destination. Rather than attempting to solve all the world's problems at once, brands should take a step-by-step approach, assessing what's available, what can be swapped in, and what resources might be needed. Starting with small, manageable changes is the key to building an authentic brand narrative that resonates with audiences. Tools for Content Creators When it comes to tools and resources for content creators and marketers in the travel industry, Tristen mentions several options available through Getty Images. She also shares how to stay updated with industry insights, trends, and conversations via their VisualGPS Insights tool, which provides data and insights on global visual content trends, helping marketers make informed choices. Resources: Website: https://www.gettyimages.com/ LinkedIn Personal: https://www.linkedin.com/in/tristennorman/ LinkedIn Business: https://www.linkedin.com/company/getty-images/ Creative Insights: https://creativeinsights.gettyimages.com/ VisualGPS: https://visualgps.com/ iStock: https://www.istockphoto.com/ iStock blog: https://marketing.istockphoto.com/ VisualGPS Insights tool: https://www.gettyimages.com/visual-gps/insights https://www.istockphoto.com/visual-gps/insights Content Planner: https://custom.gettyimages.com/creative-content-calendar/p/1 Guidebooks, Toolkits, Collections: https://www.gettyimages.com/corporate-responsibility 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/ FacebookTwitterLinkedInPinterestEmail

Wes Rhea is the CEO of Visit Stockton and has led destination marketing in Stockton, California, since 2005. A strong advocate of small destination marketing organizations, Wes is a past President of the Destination Marketing Association of the West. He has also served on the board of the California Travel Association, the Destination Marketing Association of the West Education and Research Foundation, and the Central Valley Tourism Association. Wes currently serves on US Travels Destinations Council, the Advocacy and Professional Development Committees at Destination International, and is the Rural Committee Chair at Visit California. Wes is best known for being an early adopter of new tourism tech and a big fan of data. A Stockton native, Wes is committed to giving back to his community and currently serves on the board of the Stockton Maritime Museum, the Greater Stockton Chamber of Commerce, and the Airport Advisory Commission. Wes is married to Kristi, has two sons, and served ten years in the US Army. On this episode of Destination on the Left, Wes Rhea shares his leadership philosophy and how it has empowered his team to adapt and thrive in any situation. We delve into the advantages of embracing technology and how incorporating video and graphic design services in-house has revolutionized their operations. Wes also provides insights on managing a destination with a negative perception, both internally and externally. He discusses the creative strategies his team employs to shift this perception, including leveraging Stockton's status as the most diverse city in the nation. What You Will Learn in this Episode: How the ten years that Wes served in the US Army has served him in leading his team How embracing new technology and bringing video and graphic design services in-house transformed operations at Visit Stockton Why the Visit Stockton funding model contributes to how they attract visitors to the city, and why they focus on more than just heads in beds How Wes and his team work to overcome the challenge of a negative perception and becomes a cheerleader for the city Stockton Flavorfest is an excellent example of effective collaboration between cities and tourism entities, allowing them to showcase the vibrancy of a community. How Being a Veteran Has Helped Wes as a Leader Wes believes that his experience in the Army has dramatically influenced his leadership style and ability to lead his team effectively. He highlights two key aspects that he attributes to his military background: team development and the ability to work under pressure and adapt. This mindset has translated into his approach as a CEO, where he values and appreciates every individual's contribution to the team. Stockton Flavorfest Inspired by Stockton's distinction as the most diverse city in the nation, Stockton Flavorfest was designed to celebrate the community's diversity through food, arts, and cultural activities. The festival prioritized curated vendors, sustainable practices, and a cohesive visual identity. With the seed funding, Visit Stockton was able to realize their vision, providing engaging entertainment such as Ballet Folklorico and Tahitian dancers, cooking demos, and free arts and crafts for children. The inaugural two-day event in 2022 surpassed expectations, attracting 12,000 attendees and earning Visit Stockton the prestigious Best New Festival award from the International Festival and Events Association. Overcoming Negative Image Visit Stockton faces the ongoing challenge of combating the negative perception surrounding the city. Despite being the 11th largest city in California, Stockton is plagued by higher violent crime rates, leading to discouraging comments from residents. However, the team at Visit Stockton remains determined to change the narrative. They organize fun projects and initiatives, such as a campaign highlighting Stockton as the birthplace of the Fantastic Four. Although these efforts may not directly change people's opinions or attract tourists, they create a sense of pride among residents and offer a feel-good factor for the team. Despite the daily battle against negativity, Visit Stockton embraces a proactive approach, thinking outside the box and working as cheerleaders for the city, showcasing its hidden gems and fostering positive experiences for visitors and locals alike. Resources: Website: https://www.visitstockton.org/ LinkedIn Personal: https://www.linkedin.com/in/wesrhea/ LinkedIn Business: https://www.linkedin.com/company/visit-stockton/ Twitter: https://twitter.com/Stockton_CA Stockton Flavor Fest 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/

On this episode of Destination on the Left, I talk with Claire Koenig about her role as Co-Chair of the Destinations International PR and Communications Committee. We discuss in detail the creation of the Public Relations Measurement Guidelines Handbook. Claire also shares the upcoming priorities of the Committee, including an update to the Crisis Handbook, work on reputational issues facing destinations, and how the Committee plans to help raise the comms profession up for destinations worldwide. What You Will Learn in this Episode: Why the Destinations International PR and Communications Working Group was formed Claire's part in creating the Public Relations Measurement Guidelines Handbook Why destinations should adopt the standards to refine and modernize their marketing processes Outdated metrics and what we should be looking at these days to evaluate our PR efficacy How the Barcelona Principles work to help destinations score their efforts Next priorities for the Destinations International PR and Communications Committee Understanding Metrics In this episode of Destination on the Left, our guest Claire Koenig sheds light on PR for destinations and the need to move away from traditional metrics like Add Equivalency Value (AVE) and impressions. AVE measures the cost of buying an ad equivalent to the earned media coverage, but it fails to capture the true value and impact of earned media. We discuss why the value of being featured in prestigious publications like The New York Times or National Geographic Travel and Leisure goes beyond a monetary value, as it validates a destination and can have far-reaching benefits, such as attracting conventions and visitors. Tailoring Measurement Practices Claire also dives into the Barcelona Principles and how they offer a scoring system that allows destinations to tailor their measurement practices while creating uniformity across the industry. The Barcelona Principles encourage destinations to evaluate their earned media efforts using a scoring system. This involves breaking down the evaluation into different buckets and assessing factors such as the targeted markets reached, key messages conveyed the nature of the media placement, and the prominence of the destination within the coverage. By calculating scores for these various elements, destinations can derive an overall vertical score demonstrating how their reputation is elevated through earned media generated by their tourism bureau. While measuring the impact of earned media on reputation is challenging due to its wide-ranging effects, the scoring system provides tangible numbers and enhances transparency in the PR and media relations process. One significant benefit of adopting a scoring system, such as the one outlined in the Destination International Public Relations Measurement Guidelines Handbook. is that it allows PR professionals and DMOs to illustrate the value they bring. Current Projects for the Destinations International PR and Communications Committee Claire also highlights the importance of standardizing job descriptions and advocating for salary transparency in the field of travel and hospitality PR. By organizing job descriptions based on the budget size and creating standardized templates, managers and directors can effectively hire the right talent for their teams. Resources: Website: https://destinationsinternational.org/ LinkedIn: https://www.linkedin.com/company/destintl/ Facebook: https://www.facebook.com/destintl Youtube: https://www.youtube.com/c/DestIntl 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/

On this episode of Destination on the Left, I talk with two amazing guests, Mayor Carlos Duffey of Jackson, Georgia, and Ike English of the Dauset Trails Nature Center, both of whom played a pivotal role in the Creeks Trail System and Butts County's recent recognition with the Trailblazers Award from the Georgia CVB Association. We focus on their collaborative efforts, its positive impact on the city of Jackson, and the significance of having the right individuals involved in creating such transformative projects. What You Will Learn in this Episode: Mayor Carlos Duffey shares why he was persuaded to run for public office How Ike's interest in nature and building trails led to his current project When they first spotted the trend for people using outdoor trails and the collaboration across a variety of sectors How they use the trails to connect residents and visitors and bring them into the city to use local businesses Roadblocks Mayor Carlos and Ike had to work around in finding the right partners and bringing the trail project to completion Connecting the Trail and the City Mayor Carlos describes how he envisioned connecting every part of Jackson back to the town square to bring visitors and residents alike to sample the town's restaurants, cafes, and boutiques. He shares how they can benefit from the economic impact of the trail and why the city is working with local transportation services to add new roundabouts and bike lanes that will provide safe access to the Trailhead. 2022 Trailblazer Award Ike shares more about some of the roadblocks they hit and challenges they encountered when they first started building the trails, including convincing local landowners and residents who were less than enthusiastic about the project. The pair share more details about their four trailheads, what kind of people are using the trails, and why their unique project won the 2022 Trailblazer Award. Mayor Carlos and Ike also dive into how they track numbers of trail users and why it's essential for them to understand how they are being used so they can make plans for how to expand the network. The Outdoor Capital of Georgia Jackson is considered the outdoor capital of Georgia, thanks to its two state parks and the Dauset Trail. The city takes great pride in this title and wants to make the most of it by encouraging people to walk or bike rather than drive. My guests share why the trails have been vital in promoting this vision, and the city is excited to see the enthusiasm around it. The younger generation is a particular focus, and the city hopes to introduce more children to the trails to develop their love for nature. The Dauset Trail already does an excellent job of engaging students, but the city wants to expand the outreach and make it a part of its future. Resources: Website: https://www.dausettrails.com/ Facebook: https://www.facebook.com/profile.php?id=100064581018358 Twitter: https://twitter.com/dausettrails Instagram: https://www.instagram.com/explore/locations/11729253/dauset-trails-nature-center/ Youtube: https://www.youtube.com/user/DausetTrails/feed Georgia Trend Magazine 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/

Bonnie Hayes is the Director for Tourism Development for the City of Thomasville, a position she has held for seven years and thoroughly enjoys. Before working for the City, Bonnie was teaching Video Broadcast in the Thomasville School System as well as being the on-air host of Thomasville Today, a local event-focused TV program. Many people recognize her from the TV program or remember her holding puppies and other animals in her pet store, Pet Stop, which she opened when she arrived in Thomasville. A graduate of Florida State University, Bonnie is originally from the Florida panhandle but has called Thomasville home for over 25 years. When she has time, she works in her yard, takes care of her many pets, or travels with her husband and college-age twins. Debra Smith is a retired teacher who taught in the Thomasville School System for 30 years. She retired at age 51, and after growing bored sitting at home, she knew she needed to do something. Debra decided to investigate food tours, and she went to Food Tour Pros in Chicago to learn how to do food tours. Her first tour was on March 24, 2013. As of today, Debra has hosted 1469 tours and 11800+ guests. Her company was named Small Business of the Year in 2018 and GA CVCB Travel Trail Blazers in 2022. Debra gives credit to her wonderful guides, who she couldn't do this business without, and she notes that she has the best team! On this episode of Destination on the Left, I talk with Bonnie Hayes and Debra Smith about the power of collaboration between a tourism office and a local tour operator. We discuss the partnership between their two organizations, how they support each other, and how this collaboration led to an elevated visitor experience. What You Will Learn in this Episode: How the partnership between Taste of Thomasville and the Visitors Centre has evolved The process of shaping the food tour into an authentic tourist experience Why Bonnie nominated Debra for the Trailblazer Award Debra's lessons learned from ten years in the travel and tourism business The importance of being visible and asking questions How Debra built her partnerships with local restaurants and why personal connection was so important in building those relationships Upcoming events and festivals happening in Thomasville The Value of Personal Connection In the world of tourism, personal connections, collaborations, and partnerships are key to success. This is especially true for the tour industry, where visitors are looking for a unique and memorable experience. Debra, who has been running her Taste of Thomasville tour for ten years, understands this better than anyone. Bonnie Hayes, Director for Tourism Development for the City of Thomasville, also shares more about how her organization created a collaboration with Debra and how their partnership has evolved over the years. An Innovative Tourism Experience Debra and Bonnie have continued to shape the restaurant tour into a tourism product that appeals to a range of visitors. This meant creating not only a daytime tour on weekends but also an evening tour where guests could have drinks in a range of fun establishments. But their creativity didn't stop there. When large groups come into town for events like the Victorian Christmas festival, Debra also curates specific experiences to entertain visitors during the day. For her outstanding contributions to the tourism industry, Debra won the Trailblazer Award, which celebrates individuals who have significantly impacted the travel industry and helped shape how we experience new places. Debra's dedication and creativity have undoubtedly earned her this recognition. The Future for Taste of Thomasville As the popularity of the food tour in Thomasville continues to grow, there are always new ideas and possibilities for expanding the experience. One such idea that has been on the mind of Debra and Bonnie is to incorporate more of the town's art district, also known as the "bottom," into the tour. This area has some great restaurants currently not included in the tour's walking path, so the hope is to eventually create a third tour called "Breakfast on the Bottom," which would showcase these establishments. In addition to expanding the tour for adults, there are plans to continue offering tours geared toward children and high school students. The children's tour has become particularly popular, with many elementary and middle schools taking field trips to participate. Meanwhile, the culinary tour for high school students allows them to learn from the owners and managers of local restaurants and get a behind-the-scenes look at the culinary industry. Resources: Website: https://thomasvillega.com/ Facebook: https://www.facebook.com/visitthomasville Instagram: https://www.instagram.com/thomasvillega/ Georgia Trend Magazine 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/

Josiah Brown's mission in life is to "Inspire people forward." After traveling 750,000+ miles promoting New York State as a travel destination and the industry that supports it, the New York Sherpa has a few stories to tell… On this episode of Destination on the Left, I talk with Josiah Brown about the trends and challenges facing the tourism industry in a post-COVID visitor economy. Josiah shares his philosophy on effective destination marketing, building quality of place, and the importance of the visitor economy in economic development. We also highlight the importance of metrics, staying relevant in the digital space, and tourism's value as a catalyst for economic growth. What You Will Learn in this Episode: Why rural communities often view tourism as a threat and lack understanding of its positive impact Metrics you can use to measure your in-person engagement How tourism can contribute to economic development and help to address workforce challenges and sustainability The challenges faced by one or two-person departments in managing the future of the visitor economy How to communicate effectively with rural communities to help them understand the workforce challenges of the future and how the visitor economy could help The seven-pillar model of effective destination marketing and the importance of building quality of place How Current Events Impact the Visitor Economy On the podcast with Josiah, we explore the state of the visitor economy and how it has been affected by recent events. We discuss the challenges faced by rural communities who struggle with viewing tourism as an asset, the need for strategic communication around the visitor economy, and how the industry may fare in the coming years. One key challenge highlighted is the negative perception some rural communities have of tourism. Many residents view visitors as a threat to their way of life and don't understand the benefits that tourism can bring, such as fresh capital, investment, jobs, and increased quality of place. Josiah also discusses the importance of educating locals on the positive effects of tourism and demonstrating how visitors can help the community in many ways. Strategic Communication Another key theme is the need for strategic communication around the visitor economy. Josiah notes that so many people, particularly in rural communities, do not understand the workforce challenges of the future, the sustainability of their communities, or the success of a post-agricultural or post-industrial community, all of which rely on the visitor economy. Josiah advocates for the seven pillars of destination management to promote the importance of tourism in economic development, which include strategies such as branding, marketing, sales, education, and a community calendar. The Potential of Tourism Finally, we explore the potential of the tourism industry in the coming years. While many industries may suffer from a recession, Josiah predicts that the tourism industry may not fare as badly because people are eager to travel again. He notes that there has been a wave of pent-up consumerism in the industry, with people valuing travel experiences more than before — which is why it's so important to stay in the marketplace and bolster your brand's visibility to ensure success in a post-COVID visitor economy. Resources: Website: http://www.newyorksbestexperiences.com/ LinkedIn: https://www.linkedin.com/in/josiah-brown-8a459711/ The New York Sherpa Show: https://www.youtube.com/channel/UCyYnvAmnIsxqRwuxPj9ngHg We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/