Destination On The Left

Jeff Gayduk is the president and publisher of Premier Travel Media (formerly known as Premier Tourism Marketing), a multi-faceted print and online publishing firm that specializes in the group travel industry. Our titles include Leisure Group Travel, Group Travel Directory, Sports Planning Guide, Reunions Workbook, Student Travel Planning Guide, Religious Travel Planning Guide, Snowbound and Ski & Ride. Destination on the Left is joined by Jeff Gayduk, president and publisher of Leisure Group Travel. On our podcast, Jeff discusses the framework and purpose of his new book, “Traveling Tribes: Your Next Gig as a Travel and Tourism Influencer.” He also shares his team’s insights on fueling recovery, which was recently published as a white paper to the benefit of everyone in the travel and tourism industry. Jeff brings so much value to the table in our discussion, providing tons of tips to help tourism organizations build momentum as the world reopens. What You Will Learn: Jeff’s journey into the travel and tourism industry The framework of Jeff’s new book, “Traveling Tribes: Your Next Gig as a Travel and Tourism Influencer” How Jeff’s book can shed light on this sector and drive demand for a new pipeline of customers Key insights Jeff and his team have gathered about the recovery of travel and tourism How the group travel industry is evolving, and what tour operators are doing to adapt Premier Travel Media Jeff Gayduk is the president and publisher of Leisure Group Travel, a multi-faceted print and online publishing firm that specializes in the group travel industry. On our podcast, Jeff discusses the framework and purpose of his new book, “Traveling Tribes: Your Next Gig as a Travel and Tourism Influencer.” He also shares his team’s insights on fueling recovery, which was recently published as a white paper to the benefit of everyone in the travel and tourism industry. Jeff brings so much value to the table in our discussion, providing tons of tips to help tourism organizations build momentum as the world reopens. Traveling Tribes ‘Traveling Tribes” is a prescription book on how to lead group travel. Tour operators and their direct markets are full of people from all walks of life. Many of them have unique backgrounds and amazing life stories that are completely independent of their role in travel and tourism. That notion makes it difficult to create a one-size-fits-all solution for developing strong leadership in group travel scenarios. Jeff started compiling all of these different backstories to find the through line and identify common ingredients in each experience. With this recipe, tour operators can adapt more easily as the group travel industry evolves. Keeping a Finger on the Pulse By establishing a baseline for leadership performance in “Travelling Tribes,” Jeff and his team have been able to offer more valuable resources and tips to tourism professionals throughout the pandemic. They have kept a finger on the pulse of major trends in the travel industry in order to come up with viable solutions for the recovery period. As a result, they have made it easier for tourism professionals to determine the next steps. Whether that means leveraging pent-up demand for travel, milestone birthdays, bolstered savings, or personal development, the data supports a dire need for the return of tourism. Website: LeisureGroupTravel.com Facebook: https://www.facebook.com/LeisureGroupTravel/ LinkedIn: https://www.linkedin.com/in/jeffgayduk/ Twitter: https://twitter.com/leisuregroup White Paper: https://leisuregrouptravel.com/tour-operators-react-to-covid-19-how-will-the-group-travel-recovery-look/ Book: https://leisuregrouptravel.com/travelingtribes/ 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/

Amir Eylon is the President, CEO, and Partner of Longwoods International and a thirty-two-year veteran of the Travel & Tourism industry. Amir leads the entire team responsible for developing and executing all facets of the organization, from program development to customer acquisition and retention. He joined Longwoods in 2015 from his previous role as Vice President, Partner Engagement with Brand USA, the public-private partnership serving as the destination marketing organization dedicated to increasing international visitation to the US. He led the team responsible for increasing Brand USA’s partnership base and ensuring that participants received excellent service throughout Brand USA’s deployment of joint marketing programs. During his tenure, Brand USA grew its base to 475 partners, composed of destination marketing organizations, convention and visitor bureaus, attractions, travel brands, airlines, and tour operators. Prior to joining Brand USA, Amir served as Director of the Ohio Office of Tourism. Under his leadership, the state’s marketing programs realized a tremendous return on investment and contributed to the growth of the state’s $40 billion tourism economy. The programs he developed leveraged industry and nontraditional partnerships that generated $14 in new state and local taxes for every $1 invested and included active participation by thousands of Ohio’s tourism-related businesses. Amir has also served as Executive Vice President of the Ohio Hotel & Lodging Association, Assistant Director of the Ohio Tourism Division, and Sales & Marketing Manager with the Steuben County Conference and Visitors Bureau. He has been recognized with a number of Industry honors, including Top 25 Extraordinary Minds in Sales & Marketing award (2014) by the Hospitality Sales and Marketing Association International (HSMAI); The Ohio Tourism Industry’s Highest Honor, The Paul Sherlock Award; and The State of Ohio Distinguished Service Medal. Amir’s thought leadership in tourism is often quoted by media, and he has appeared in dozens of interviews among many national media outlets, including CNBC, MSNBC, Forbes, The New York Times, The Washington Post, The Los Angeles Times, etc Amir holds a Bachelor of Arts degree in Political Science from the University of Dayton. On this episode of Destination on the Left, we welcome back Amir Eylon, President, CEO, and Partner of Longwoods International, who first appeared on the podcast in April 2020. We reflect on the travel trends over the last 12 months, as revealed by research conducted by Longwood International’s Traveler Sentiment Trackers. Amir also speaks to the expectations of the newly conditioned traveler and what first trips will look like for many Americans after a year of shutdowns. He also explores the data on opportunities that can be found for DMOs with the return of day-trippers. What You Will Learn: What recent data from the Traveller Sentiment Trackers shows, and why the outlook for travel is optimistic Where and why people are traveling – including the most popular domestic destinations Traveler opinions on safety and cleanliness protocols in the communities they visit Why the resurgence of the day trip meant that overall volume wasn’t as low as expected over the last 12 months Newly conditioned traveler expectations and how DMOs can ensure they are catering to the increased desire to feel safe when making bookings Why it is essential to understand the importance of focusing on promotions rather than deep discounts Understanding Travel Plans in the New Normal Amir and Longwoods International were motivated to start their Travel Sentiment Trackers in March 2020 by a desire to help the entire travel industry. The data that their research has circulated has been invaluable in understanding how the American traveler feels about vacationing in this new normal and how DMOs can best serve them going forward. He discusses why overall volume in the US wasn’t as low as the travel industry expected and explains which domestic destinations have proved to be the most popular over the last year and why. Traveler Expectations in 2021 Amir digs into the expectations of newly conditioned travelers and why destinations need to be mindful not to roll back their cleanliness and flexibility protocols too quickly. He also addresses the new-found popularity of the day trip and how destination marketers can leverage those first visitors to promote their community and popularise short overnight breaks. The data shows that clarity will remain an important part of what visitors expect when researching destinations in the future and how communities can ensure that travelers feel safe by continuing to be transparent about precautions still in place to protect guests. Website: https://longwoods-intl.com/ LinkedIn: https://www.linkedin.com/in/amir-eylon-2242037/ https://www.linkedin.com/company/longwoods-international/about/ Facebook: https://www.facebook.com/longwoodsinternational Twitter: @AEylon @Lngwds  Episode 173: Market Research a Roadmap Through a Pandemic, with Amir Eylon 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/

Jennifer Wesselhoff is the President & CEO of the Park City Chamber of Commerce | Convention & Visitors Bureau (Chamber/Bureau). She has served in the position since October 2020. The Park City Chamber/Bureau is responsible for the marketing and management of Utah’s preeminent luxury tourism destination, driving revenues in excess of $1 billion annually. Park City is home to the Sundance Film Festival, the nation’s largest independent film event. The town’s two ski resorts served as major event sites for the 2002 Winter Olympic Games and the Utah Olympic Park continues to attract Olympians to Park City for high-altitude training. The town also is the headquarters for the US Ski & Snowboard Association (USSA). Park City hosts ski and snowboarding world championships on an annual basis and the United States Olympic Committee (USOC) has selected Utah for its next Winter Olympic bid in 2030. More than two million skiers hit the local slopes each year at both Park City Mountain, featuring the nation’s largest ski terrain, and Deer Valley Resort, consistently rated amongst the top ski resorts in North America. In summer months, more than one million visitors flock to Park City for hiking, blue-ribbon fly-fishing and biking on its 400-mile trail system. Prior to arriving in Park City, Jennifer was CEO/President of the Sedona Chamber of Commerce & Tourism Bureau, which she joined in 2007. During her tenure, she led Sedona, Arizona to national recognition as a destination. Jennifer guided the Sedona Chamber’s accreditation as a Destination Management Organization, led the development of Arizona’s first Sustainable Tourism Plan, and saw tourism grow to become Sedona’s largest industry, with a $1 billion annual impact and 10,000 tourism-related jobs. She most recently represented the region on the Governor’s Economic Recovery Task Force. Jennifer developed and launched successful brand strategies for Sedona, including the “Sedona, the Most Beautiful Place on Earth” campaign and the “Find Your Room to Play” campaign. Jennifer is a Certified Destination Management Executive with Destination Marketing Association International and is a frequent speaker and consultant on sustainable tourism best practices. She was the former Sedona Certified Film Commissioner with the Association of Film Commissioners International. Before joining the Sedona Chamber of Commerce & Tourism Bureau, Jennifer taught English in Japan and spent three years in the hospitality industry in Interlaken, Switzerland. She is conversant in three foreign languages and holds bachelor’s degrees in French and Communications from Miami University in Oxford, Ohio. When Jennifer and her husband Rick are not running, biking and hiking, they enjoy cooking and traveling with friends. Destination on the Left is joined by Jennifer Wesselhoff, the President and CEO of the Park City Chamber of Commerce, Convention, and Visitors Bureau. On our podcast, Jennifer shares her passion for sustainable tourism and talks about the steps you can take to implement it in your own community. She teaches us what DMOs can do to better communicate with their communities and grow the destination organically. And she also explains how the pandemic has provided destinations with an opportunity to rethink tourism for years to come. What You Will Learn: Jennifer’s journey into the travel and tourism industry Jennifer’s passion for sustainable tourism and the steps you can take to implement it in your own community How to balance the four pillars of sustainable tourism Why DMOs need to put more focus on communicating with their residents and local communities How the pandemic has provided destinations with an opportunity to rethink tourism Attracting quality vs. quantity when it comes to visitors The Park City Chamber of Commerce, Convention, and Visitors Bureau Destination on the Left is joined by Jennifer Wesselhoff, the President and CEO of the Park City Chamber of Commerce, Convention, and Visitors Bureau. On our podcast, Jennifer shares her passion for sustainable tourism and talks about the steps you can take to implement it in your own community. She teaches us what DMOs can do to better communicate with their communities and grow the destination organically. And she also explains how the pandemic has provided destinations with an opportunity to rethink tourism for years to come. Becoming a Leader in the Pandemic Jennifer started her journey in Park City in October of 2020—an interesting time to say the least. Starting a new position, with new people, in a new organization is enough to test any leader, let alone when it is taking place in a remote work environment. Jennifer, however, brings a ton of experience to the table, and she was able to find her stride quickly through the use of creativity and collaboration. Her passion for sustainable tourism has helped her develop those skills day in and day out, and it is a concept we can all benefit from exploring in our own organizations and communities. The Four Pillars of Community Jennifer defines sustainable tourism as a way to balance the four pillars of the community, and it lifts up everyone who is apart of it. The pillars are: creating and retaining a vibrant economy, the visitor experience, impact on quality of life, and protecting the environment. While Jennifer always took a data-driven approach to destination marketing, the four pillars of community helped her reshape the lens with which she looked at the data. It gave her a new perspective for addressing unique challenges within the community, and it provided her with an opportunity to partner with other organizations and businesses in the region to solve those challenges. Sustainable tourism is something any destination can adopt to transform the core principles of the community, and there is so much to gain from it. Website: https://www.visitparkcity.com/ LinkedIn: https://www.linkedin.com/in/jennifer-wesselhoff-8960599/ https://www.linkedin.com/company/park-city-chamberbureau/ Facebook: https://www.facebook.com/VisitParkCity Twitter: @jennwesselhoff

As Founder and President, Jennifer Hawkins has overseen the growth of Hawkins International Public Relations from a one-woman start-up to a major player in public relations, media relations, and digital communications for the luxury travel and lifestyle industries. Yet even as the agency has grown to more than 30 employees, maintained a robust roster of world-class international clients, expanded with a Los Angeles office, and launched a new division focused on wellness and beauty, Jennifer remains committed to the boutique and approachable culture she first shaped at the start back in 2002. “I want to maintain our spirit of creativity and proactivity in everything we do,” she says, explaining that assembling diverse leadership and talent is key to Hawkins International’s ingenuity and maneuverability. Jennifer’s commitment to relevancy encompasses not just current trends in hospitality and wellness, but making certain that the agency is technologically on par and on top of the changing media landscape. She was behind the company’s embrace of social media that created a vibrant division offering influencer relations, social media activation and training, content strategy, and video integration services. “We celebrate luxury travel and wellness lifestyles through polished personalized attention to our clients and to the media alike,” Jennifer continues. “My role is to bring in interesting clients who are a pleasure for us to collaborate and do business with. That keeps our PR team inspired, our culture dynamic, and our clients squarely in the news.” Jennifer fell for travel as a girl traveling with a Eurail Pass through Europe with her father. A veritable globetrotter with more than 50 countries across 6 continents stamped on her passport, she long ago gleaned that travel isn’t just about the visitor’s experience – it’s also about providing a real economic impact to countless destinations. She never thought Hawkins International would grow as it has – “I call myself the accidental entrepreneur” – but she has enjoyed the journey. “I can honestly say the majority of clients we’ve signed have come because of our reputation, and they stay because they know we will innovate and deliver.” Destination on the Left is joined by Jennifer Hawkins, Founder and President of Hawkins international Public Relations and Maverick Creative. Jennifer is a self-proclaimed travel and tourism nerd, working with luxury hotels, spas, resorts, and start-ups through her agencies. On our podcast, Jennifer shares highlights from her recently released Trend Hawk Report. She explains what increased spending on social media means for our industry, how national brands are integrating with local communities, and what our industry can do to prepare for recovery. What You Will Learn: How Jennifer impacts the travel industry through Hawkins International and Maverick Creative Highlights from Jennifer’s recently released Trend Hawk Report What increased spending on social media means for the travel and tourism industry How national brands are integrating with the local community through the pandemic What businesses in the travel industry need to do to prepare for the recovery HIPR and Maverick Creative Destination on the Left is joined by Jennifer Hawkins, Founder and President of Hawkins international Public Relations and Maverick Creative. Jennifer is a self-proclaimed travel and tourism nerd, working with luxury hotels, spas, resorts, and start-ups through her agencies. On our podcast, Jennifer shares highlights from her recently released Trend Hawk Report. She explains what increased spending on social media means for our industry, how national brands are integrating with local communities, and what our industry can do to prepare for recovery. The Trend Hawk Report Continuing the theme of 2020, 2021 is already fairly unpredictable. In order to get a handle on what we can expect for this year, data collectors/aggregators like Jennifer have kept an eye on travel and tourism trends that best represent where the industry is headed. Jennifer and her team have measured the impact of social media use in the travel industry as it correlates to social media spend. They have explored the tangential spikes in local business as local travel takes precedence. And they have looked into the overall change in human behavior/communication in relation to travel. We need to keep tabs on all of these trends as the country continues to reopen, so click here for more information. Setting the Pace for 2021 From hi-tech wellness experiences to digital marketing strategy, there are a lot of trends surfacing in the pandemic that will be differentiators for years to come. Research shows that in times of crisis, companies that adapt, pivot, and invest in their employees tend to come out stronger when the economy returns. In addition, companies that create, innovate, and collaborate with other competitors in their verticals/regions finding tons of new ways to generate revenue and foot traffic during the pandemic. With vaccines being distributed and some semblance of normalcy in sight, it is important that we do everything we can, with everyone we can, to hit the ground running in the recovery phase. Report: trendhawk2021.com Website: https://www.hawkpr.com/ https://www.maverickcreative.us/ LinkedIn: https://www.linkedin.com/in/jenniferhawkins2/ https://www.linkedin.com/company/hawkins-international-public-relations/ https://www.linkedin.com/company/maverick-creative-nyc/ Facebook: https://www.facebook.com/hawkinsinternationalpr/ https://www.facebook.com/WeAreMaverickCreative/ Twitter: @HIPR

In retirement, Loren is privileged to be applying her experiences and skills to the most important and long-lasting project in which she ever has been involved: the development and construction of a nature trail designed specifically for visitors with autism spectrum disorder and related conditions — located in Letchworth State Park, recently voted the #1 state park in the country AND #1 attraction in New York State! Destination on the Left is joined by Loren Penman, a retired educator working full time to bring the Autism Nature Trail to fruition. Our agency, Break the Ice Media, is the marketing partner assisting with the public fundraising phase of the capital campaign, which will make the Autism Nature Trail a reality. On our podcast, Loren explains how the trail was first conceived, and how a volunteer group took it from concept to project. She also talks about how the campaign was able to reach its goals in spite of the challenges posed by the pandemic. The story of the Autism Nature Trail is a perfect example of what can be accomplished with the use of collaboration and creativity. SPECIAL NOTE: Since the recording of this episode, Loren has shared some exciting news with us! The official, COVID-style groundbreaking for The Autism Nature Trail (The ANT) at Letchworth State Park took place on February 19, 2021, and the Trail is on schedule to open later this year. Also, the ANT has launched a two-month GoFundMe Charity Campaign to fund the Celebration Station — the last stop on the Trail — in honor of Developmental Disabilities Awareness Month (March) and Autism Awareness Month (April). Please consider contributing to this worthy cause! The link to make fully tax-deductible donations is: https://charity.gofundme.com/o/en/campaign/celebrate-inclusion-and-nature-for-all What You Will Learn: Loren’s background and involvement with the Autism Nature Trail What the Autism Nature Trail is, and how it got started How our team has been able to get involved with the public fundraising phase of the ANT How Loren and her team took the project from concept to reality How creativity and collaboration were used to help the campaign reach its goal in spite of challenges posed by the pandemic What Loren did to overcome the challenges of a public-private sector collaboration Where the project is now, and where it is heading The Autism Nature Trail Destination on the Left is joined by Loren Penman, a retired educator working full time to bring the Autism Nature Trail to fruition. Our agency, Break the Ice Media, is the marketing partner assisting with the public fundraising phase of the capital campaign, which will make the Autism Nature Trail a reality. On our podcast, Loren explains how the trail was first conceived, and how a volunteer group took it from concept to project. She also talks about how the campaign was able to reach its goals in spite of the challenges posed by the pandemic. The story of the Autism Nature Trail is a perfect example of what can be accomplished with the use of collaboration and creativity. Broadening the Appeal Loren and her community are finally ready to construct a one-mile looped trail with eight sensory stations in Letchworth State Park—this is the Autism Nature Trail or ANT for short. The ANT is a first-of-its-kind experience that started with a singular slant toward individuals on the spectrum, but it has since expanded to become a totally ADA compliant nature trail for all to enjoy. The special characteristics that make this trail perfect for the original target have a broad appeal to everyone. Our team was lucky enough to help share that message with the surrounding community so Loren and her team could realize their dream. From Concept to Reality From a simple, inspirational conversation in Letchworth to a fully-funded private-public project, Loren had her work cut out for her from the start. In order to take this project from concept to reality, she had to address a number of different challenges that required support from the community and local government. Once she had the ear of the right people, Loren managed to raise every dollar they needed through private donations so the park could be operated safely and effectively. This was a $3.7M feat, and they structured the park with the future in mind. From design and build to maintenance and management, this project is blessed with the expertise of many different professionals. This is creativity and collaboration at its finest, and even a pandemic hasn’t been able to stop the momentum they’ve created. Website: https://autismnaturetrail.com/ LinkedIn: https://www.linkedin.com/in/loren-penman-39632264/ Twitter: @autismnature 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/

Kris Kelso is a keynote speaker, entrepreneur, and is the author of Overcoming The Impostor: Silence Your Inner Critic and Lead with Confidence. Trained and certified as an executive coach, Kris has worked with hundreds of entrepreneurs, business owners, and their leadership teams. He is an advisor and instructor at the Nashville Entrepreneur Center, is a Facilitator / Coach with The Alternative Board, and is a contributing writer for The Nashville Business Journal. Kris has founded multiple companies and has served on the boards of directors of several non-profit organizations. He lives with his wife and three teenaged sons in a suburb of Nashville, Tennessee. Destination on the Left is joined by Kris Kelso, a keynote speaker, entrepreneur, and the author of “Overcoming the Imposter.” On our podcast, Kris discusses the topic of imposter syndrome, a complex causing you to believe you’re not good enough and that you’ll somehow be exposed as a fraud. Nicole covered this previously on Episode #141, but it is a topic that couldn’t possibly get enough airtime. During our conversation, Kris explains how to overcome insecurity and self-doubt so you can avoid the comparison trap that leads to imposter syndrome. Kris also provides practical examples and strategies for recognizing and stopping the imposter. What You Will Learn: What imposter syndrome is, and how it affects us as leaders The fundamental framework of Kris’s recent book, “Overcoming the Imposter” How to overcome insecurity and self-doubt so you can avoid the comparison trap that leads to imposter syndrome Practical examples and strategies for recognizing and stopping the imposter How to turn imposter syndrome from a liability to an asset The prevalence of imposter syndrome in the travel and tourism industry Insecurity and Self-Doubt in Leadership Destination on the Left is joined by Kris Kelso, a keynote speaker, entrepreneur, and the author of “Overcoming the Imposter.” On our podcast, Kris discusses the topic of imposter syndrome, a complex causing you to believe you’re not good enough and that you’ll somehow be exposed as a fraud. Nicole covered this previously on Episode #141, but it is a topic that couldn’t possibly get enough airtime. During our conversation, Kris explains how to overcome insecurity and self-doubt so you can avoid the comparison trap that leads to imposter syndrome. Kris also provides practical examples and strategies for recognizing and stopping the imposter. Overcoming the Imposter Kris was inspired to write his recent book, “Overcoming the Imposter,” because so many leaders struggle with imposter syndrome. He defines imposter syndrome as the tendency to overvalue the accomplishments of others and doubt the reality of your own accomplishments or success. Nearly 70% of the population experiences imposter syndrome at some point in their careers, and it is even more prevalent among high achievers. It is almost universal among entrepreneurs, but it doesn’t get talked about often because people are afraid to discuss their doubts and insecurities. Kris wrote his book to surface this conversation and show others how to turn imposter syndrome from a liability to an asset. From a Liability to an Asset Imposter syndrome is a psychological concept, which means it is largely something you can control. By shifting your perception around imposter syndrome, you can turn it into something beneficial. When you are in a situation where you’re surrounded by brilliant minds, take note of the thoughts and feelings that are coursing through your mind. Remember them, because they are signaling you’re in the right place. Remember the old saying that if you’re the smartest person in the room, you’re probably in the wrong room? The feelings of discomfort and doubt can be turned into excitement and anticipation depending on how you perceive them. Webiste: https://www.kriskelso.com/ https://www.overcomingtheimpostor.com/ LinkedIn: https://www.linkedin.com/in/kriskelso/ Facebook: https://www.facebook.com/thekriskelso Twitter: @kriskelso 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/

Michelle Carlen is the Founder & President of Alignment Advising. With over two decades of career experience, she is dedicated to helping businesses by creating long-term strategy, growing sales and revenue, implementing process improvements, developing organizational infrastructure, and improving the client and employee experience. She also helps individuals advance their professional development and gain clarity, confidence, and direction along their career paths. She holds a Bachelors of Science in Business Administration from California State Polytechnic University, Pomona. With professional experience in hospitality, travel, tourism, and property management, Carlen has cultivated a diverse expertise in representing and supporting a variety of business types and managing teams from: attractions, boutique inns, corporate brand hotels, destinations, museums, restaurants, small retail stores, travel agencies, tour companies, homeowner associations, and non-profit specialty organizations. Carlen applies her unique ability to dial into what prevents businesses and individuals from attaining optimum performance and has a passion for translating those findings into strategic planning and practical solutions. She quickly pulls direction and establishes order from parts that seemingly don’t connect and brings them into superior working alignment. Destination on the Left is joined by Michelle Carlen, the Founder & President of Alignment Advising. Michelle is dedicated to helping businesses with long term strategy, revenue growth, process improvements, and organizational infrastructure. On our podcast, Michelle talks about leadership development, transition management, and the importance of stepping back to gain a better understanding of the big picture. Michelle shares insights about adopting a growth mindset and leadership strategies that will help us excel. And she also shares specific examples of collaboration through her experience as the leader of a CVB. What You Will Learn: Michelle’s perspective on leadership development, transition management, and the importance of stepping back to gain a better understanding of the big picture Michelle’s experiences with collaboration as the leader of a CVB How Michelle helps travel businesses with long term strategy, revenue growth, process improvements, and organizational infrastructure Michelle’s insights about adopting a growth mindset and leadership strategies that will help us excel in 2021 Why adversity can often lead to opportunities Alignment Advising Destination on the Left is joined by Michelle Carlen, the Founder & President of Alignment Advising. Michelle is dedicated to helping businesses with long term strategy, revenue growth, process improvements, and organizational infrastructure. On our podcast, Michelle talks about leadership development, transition management, and the importance of stepping back to gain a better understanding of the big picture. Michelle shares insights about adopting a growth mindset and leadership strategies that will help us excel. And she also shares specific examples of collaboration through her experience as the leader of a CVB. Professional Development in the Travel Industry Whether you are apart of a DMO, a CVB, or one of the many businesses that make up the travel and tourism ecosystem, there are a number of different ways to approach professional development. First and foremost, you need to adopt a sense of vulnerability and humility. You don’t know everything, regardless of what your title says, and being vulnerable will earn the respect of your team members. In addition, you must work on being open-minded, improving your communication, and taking advantage of the many tools out there to hone your leadership skills. Keep Your Strategy Fresh As leaders in any type of travel-related organization, you are also responsible for making difficult decisions on a strategic level. One mistake that many leaders of DMOs CVBs make is repeating what they did the year before with minor changes. After making it through 2020, it goes without saying that the things that worked one year are not necessarily going to work the next. There are way too many undeveloped markets and untapped targets to go after to be using the same stale marketing strategy you’ve been using for years. Through innovation and collaboration, you can grow your destination to new heights regardless of how the circumstances change. Blog: https://www.alignmentadvising.com/blog Website: https://www.alignmentadvising.com LinkedIn: https://www.linkedin.com/in/michellecarlen/ https://www.linkedin.com/company/alignmentadvising/ 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/

Heather Bagshaw joined Greene County Tourism over seven years ago and loves being back in her hometown sharing all the great things she adored growing up. Her role in the tourism industry fostered over the past five years, from being an active board participant and President of both the Catskills and Hudson Valley Regions to sitting on the Board of Directors for New York State Tourism Industry Association and now her recent position as a Board Member on the Wine Water and Wonders Board of Directors. Destination on the Left is joined by Heather Bagshaw, the Tourism Director of both Greene County and the Northern Catskills in New York State. On our podcast, Heather and I talk about how tourism can attract new residents and businesses to a community. We explore how Greene County positions itself within the Catskills region by highlighting its unique lodging properties and all-inclusive resorts. And we also talk about the silver linings in travel and tourism that came out of the global pandemic. What You Will Learn: Heather’s journey into travel and tourism How tourism can attract new residents and businesses for a community How Greene County positions itself within the Catskills region How Green County leverages its unique lodging and all-inclusive resorts The silver linings in travel and tourism that came out of the global pandemic How Heather has used creativity and collaboration to drive traffic to Green County and the Northern Catskills Greene County and the Northern Catskills Destination on the Left is joined by Heather Bagshaw, the Tourism Director of both Greene County and the Northern Catskills in New York State. On our podcast, Heather and I talk about how tourism can attract new residents and businesses to a community. We explore how Greene County positions itself within the Catskills region by highlighting its unique lodging properties and all-inclusive resorts. And we also talk about the silver linings in travel and tourism that came out of the global pandemic. Attracting Residents and Businesses Greene County and the Northern Catskills draw a lot of tourist traffic from the New York City Metro Area. In the last two years, however, there has been a surge of Brooklynites as well. City dwellers from the five boroughs are not only coming as visitors, but they are also opening businesses in the region as well. This has had a significant impact on both tourism and economic development. Residents of Greene County are embracing newcomers and the unique flavors they bring to the community, and this has played a significant role in the region’s growth. Create Unique Travel Experiences The organic traffic flow has transformed Greene County already, but Heather has also done a terrific job using creativity and collaboration to better position Greene County within the Catskills. All-inclusive family resorts are a major draw in Greene County, and these resorts continue to attract the same families for generations. But travelers also want to have travel experiences that no one else has had before. Greene County’s unique lodging such as the “Treetopia” RV ground and the tiny home resort offer tourists the opportunity to create a memorable travel experience, unlike any vacation they’ve had before. Website: www.greatnortherncatskills.com LinkedIn: https://www.linkedin.com/in/heatherbagshaw/ Facebook: https://www.facebook.com/GreatNorthernCatskills/ Twitter: @catskilltourism 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/

Taking an unusual path to the travel and tourism industry, Lisa’s background is in marketing and operations. Working for a large corporation in product marketing and then working as an Executive Director for a technology association set the groundwork for her current role as Executive Director for Travel Alliance Partners, a corporation owned by Tour Operators. Lisa leads the management team in developing operational and marketing strategies to help Travel Alliance Partners strengthen their partnerships, increase their business and expand their company tour portfolios. The past year has found Lisa and her team reimagining how they can deliver a quality travel industry conference to TAP’s audience of industry suppliers. Destination on the Left is joined by Lisa Doerner, Executive Director for Travel Alliance Partners. TAP is a North American corporation owned by tour operators from the U.S. and Canada, each with their own unique geographical expertise. On our podcast, Lisa joins us to talk about how TAP has been supporting its tour operators and PPTPs throughout the pandemic. She also discusses the creativity and collaboration behind the live event her team is producing in 2021, as well as how it will ignite travel this year and beyond. What You Will Learn: Lisa’s journey into travel and tourism What Lisa and her team have done to support tour operators throughout the pandemic How TAP maintains relationships with PPTPs or preferred, professional, travel providers How tap has used innovation and cutting edge thinking to help tourism professionals survive the pandemic How TAP’s virtual event platform has enabled tour operators and their partners to continue developing relationships The live event TAP is producing in 2021, and how it will ignite travel this year and beyond How we can work together during the recovery of the travel and tourism industry Travel Alliance Partners Destination on the Left is joined by Lisa Doerner, Executive Director for Travel Alliance Partners. TAP is a North American corporation owned by tour operators from the U.S. and Canada, each with their own unique geographical expertise. On our podcast, Lisa joins us to talk about how TAP has been supporting its tour operators and PPTPs throughout the pandemic. She also discusses the creativity and collaboration behind the live event her team is producing in 2021, as well as how it will ignite travel this year and beyond. TAP’s Coopetition Model As the travel and tourism industry starts to return from the pandemic, collaboration is a critical component of recovery. TAP has always been way ahead of its time with innovation and collaboration, as they have been a focus since the organization’s inception in 2001. Their original business model was designed to bring competitors together so that everyone’s business could grow. That mode of operation continues today as the 15-25 tour operators in TAP buy and sell each other’s products and services to generate more tourism dollars for everyone. Going Virtual Since TAP is a company of tour operators, many of its team members saw departures for 2020 halt entirely. As they manage rebookings and try to stay afloat until travel fully reopens again, TAP has done everything in its power to support them. Early on, Lisa made the decision to host one of the travel industry’s first virtual events. TAP brought together a broad spectrum of tour operators and the PPTPs to create a platform through which they could continue to develop relationships. It was met with some resistance at first, but virtual vents are now the gold standard for tourism professionals in all kinds of verticals. TAP’s approach to collaboration and innovation has helped many tour operators navigate the challenges of the pandemic, and there is a lot we can learn from it. Website: https://www.tapintotravel.com/ LinkedIn: https://www.linkedin.com/in/lisadoerner/ https://www.linkedin.com/company/travel-alliance-partners-llc/about/ Facebook: https://www.facebook.com/TravelAlliancePartnersTAP/ Twitter: @TAPIntoTravel 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/

Jennifer Lazarz has worked with the City of Gallup for over five years, four of which have been as the Tourism and Marketing Manager. Jennifer’s projects with the City of Gallup include the execution of the 2015 LEDA Grant for Historic Theatres at the historic El Morro Theatre, serving on the team for design and implementation of the GallupRealTrue tourism brand, coordinating the Gallup Native Arts Market with the Native Artists Commission, design of gallupnativeartsmarket.org. In addition, she manages the marketing, PR, sales, lodgers tax fund, and long-term tourism development of the City’s Tourism initiatives. COVID-19 mixed things up and Jennifer also acted as the Public Information Office for COVID and ran the CARES Small Business Grant Program for Gallup, New Mexico. Jennifer is currently the treasurer on the board of the Community Pantry, a local non-profit ensuring no mother’s child goes hungry in McKinley and Cibola Counties in New Mexico. Prior to her time in Gallup Jennifer worked in the arts as a professional opera singer for multiple companies and as an arts administrator for Chicago Dance, Land of Enchantment Opera, and Voicexperience/Savannah Voice Festival. She also served in the hospitality industry in food/beverage and as a tour guide in Winston Salem, NC. Destination on the Left is joined by Jennifer Lazarz, the Tourism and Marketing Manager for the City of Gallup, New Mexico. On our podcast, Jennifer talks about how her background as an opera singer helps her bring a unique lens to the travel and tourism industry. She also discusses the importance of building relationships within the industry to promote a destination, the value of ‘people’ in tourism marketing, and the upcoming centennial anniversary of Route 66. What You Will Learn: How Jennifer’s background as an opera singer helps her bring a unique lens to the travel and tourism industry The importance of building relationships within the industry to better promote your destination Why travel is about the people, not the experience, and how we can leverage that notion How Jennifer is preparing for the upcoming centennial anniversary of Route 66 How Jennifer has been able to capture the unique character of Gallup using creativity and collaboration What Jennifer has done to help Gallup stand out from the crowd The lessons Jennifer has taken away from the global pandemic, and how coopetition helped her through The City of Gallup Destination on the Left is joined by Jennifer Lazarz, the Tourism and Marketing Manager for the City of Gallup, New Mexico. On our podcast, Jennifer talks about how her background as an opera singer helps her bring a unique lens to the travel and tourism industry. She also discusses the importance of building relationships within the industry to promote a destination, the value of ‘people’ in tourism marketing, and the upcoming centennial anniversary of Route 66. Jennifer’s insights provide us with a great blueprint to approach our destination marketing strategy for 2021. Capturing the Character of Gallup Jennifer describes Gallup, NM as a city hiding in plain sight because it is a very substantial town despite what you might expect. Gallup is thirty miles east of the Arizona border on Interstate 40 and the Historic Route 66. It is surrounded by Native American populations and a significant amount of indigenous land, so Gallup has essentially become the economic hub of the entire region. There is an amazing culture derived from a combination of its coal mining roots and the influence of native cultural arts. Jennifer’s mission has been to capture this unique culture in her marketing efforts, and she has employed an incredible use of creativity and collaboration to do so. Opportunity Through Networking Throughout her tenure as the Tourism and Marketing Manager for Gallup, Jennifer has put a lot of effort into simply letting people know Gallup is there. Social media, digital marketing, and traditional out-of-home advertising have all played a major role in the growth of Gallup’s marketing platform. However, Jennifer’s approach to networking is what sets Gallup apart. She has spent a ton of time attending travel and tourism events and developing relationships with industry partners. Once they understood Jennifer’s vision and Gallup’s accessibility, they started providing her with resources to realize that vision. Don’t underestimate what your destination has to offer, there is always an atypical opportunity out there if you are willing to find it. Website: www.galluprealtrue.com LinkedIn: https://www.linkedin.com/in/jennifer-lazarz-ctis-a0909512a/ https://www.linkedin.com/company/city-of-gallup-new-mexico/ Facebook: https://www.facebook.com/galluprealtrue Twitter: @galluprealtrue 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/