Destination On The Left

Kerri Green is the President & CEO of Commerce Chenango, beginning August 2019. She is a US Army Veteran and has a marketing degree from SUNY Delhi. Kerri has an extensive background in economic development, sales, and in administration. Her background includes a tenure at CDO Broadcasting as Sales Manager for over ten years, and five years in Higher Education working as the Senior Assistant to the President and Secretary to the Board of Trustees at Hartwick College as well as the Director of Admissions at USC (Oneonta). She has spent over twenty years working wit various economic development agencies and Chambers of Commerce (all-volunteer) before taking the helm at Commerce Chenango. Commerce Chenango houses the Chenango County Chamber of Commerce, operates at the Economic Development arm of Chenango County through the Development Chenango Corporation (DCC) as the Chenango County Industrial Development Agency (IDA) as well as the Chenango Foundation (501 C3). Throughout the COVID-19 pandemic, Green has been the lead contact for Chenango County through the Southern Tier Control Room as well as working closely with Empire State Development (ESD) by serving on multiple workgroups and working on the 2021 Strategic Plan for the Southern Tier. Green resides in Sidney with her husband and two daughters. Destination on the Left is joined by Kerri Green, the President & CEO of Commerce Chenango. Her organization houses the Chenango County Chamber of Commerce and operates at the Economic Development arm of Chenango County. During our conversation, Kerri talks about the importance of aligning tourism and economic development. She explains what that synergy looks like in Chenango County and how she is redesigning Commerce Chenango’s business model to maximize it. Kerri also discusses the evolution of her newsletter, “Keep Calm and Kerri On.” What You Will Learn: The importance of aligning tourism and economic development How Kerri is rebuilding Commerce Chenango’s business model from the ground up The evolution of Kerri’s “Keep Calm and Kerri On” newsletter How this year has taught us to be more resourceful and inquisitive about what our communities have to offer The different collaborations Kerri has initiated in an effort to drive visitor traffic in Chenango How Kerri is managing her own destination on top of building a regional support structure for other communities in the area Commerce Chenango Destination on the Left is joined by Kerri Green, the President & CEO of Commerce Chenango. Her organization houses the Chenango County Chamber of Commerce and operates at the Economic Development arm of Chenango County. During our conversation, Kerri talks about the importance of aligning tourism and economic development. She explains what that synergy looks like in Chenango County and how she is redesigning Commerce Chenango’s business model to maximize it. Kerri also discusses the evolution of her newsletter, “Keep Calm and Kerri On.” Rebranding from the Ground Up Whether you are trying to attract new residents/businesses or tourists, there is a lot of competition. It is important to differentiate your destination so it stands out from the crowd. Kerri has had a lot of success with this despite being thrown into the viper pit in the middle of a pandemic during her first year in charge. She has led the efforts of Commerce Chenango’s rebrand with a bottom-up approach. She has addressed their programs, initiatives, funding, and resources to make the greatest impact. Kerri also leveraged Chenango’s rural character to appeal to the shop local movement and attract people who are looking for a charming change of pace. Creativity in the Face of Adversity Adversity is no match for creativity, and one of the silver-linings of 2020 has been to watch creativity prevail in so many new ways. Aside from rebranding Commerce Chenango, Kerri has used creativity to engage the community in a bunch of other ways. Her team has produced a series of videos in-house to help people understand what is available in their community during the pandemic. They are also promoting safe events that are unique to Chenango County to drive visitor traffic going into 2021. This year has taught us to be more resourceful and more inquisitive about what our communities have to offer. Chenango is a great example of that. Website: https://commercechenango.com/ LinkedIn: https://www.linkedin.com/in/kerriinsinga/ https://www.linkedin.com/company/commerce-chenango-ny/ Facebook: https://www.facebook.com/kerri.insinga/ Twitter: @kerri_grace28 Keep Calm and Kerri On: https://cca.commercechenango.com/NewsArticle.aspx?dbid2=NYCOCH&newsid=8015 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

Husband and wife team, Tim and Janine Caschette, own Avvino which opened in 2013. The restaurant focuses on seasonal, American cuisine with an International twist and is known for its expansive and highly-curated wine program. Destination on the Left is joined by the husband and wife team, Tim and Janine Caschette. They are the owners of Avvino, a contemporary American restaurant in Rochester New York boasting locally sourced ingredients and an eclectic, rotating seasonal menu. On our podcast, Tim and Janine share their stories and talk about how they found their passion in the restaurant industry. They also explain how their focus on food, service, and atmosphere combined with a highly-curated wine program helped them navigate the COVID-19 pandemic. What You Will Learn: How Tim and Janine came to find their passion in the restaurant industry How Tim and Janine’s focus on food, service, and atmosphere combined with a highly-curated wine program helped them navigate the lockdowns Different ways Tim and Janine use creativity and collaboration to stand out from the competition What Avvino has done to overcome the ever-changing lockdown restrictions How Avvino used creativity to bring the hospitality experience to people at home Avvino Destination on the Left is joined by the husband and wife team, Tim and Janine Caschette. They are the owners of Avvino, a contemporary American restaurant in Rochester New York boasting locally sourced ingredients and an eclectic, rotating seasonal menu. On our podcast, Tim and Janine share their stories and talk about how they found their passion in the restaurant industry. They also explain how their focus on food, service, and atmosphere combined with a highly-curated wine program helped them navigate the COVID-19 pandemic. Food, Service, and Atmosphere Tim and Janine had vastly different introductions and pathways into the restaurant industry, but they found common ground in its opportunities to express creativity and passion. Creativity drives everything they do, and they are constantly looking for new ways to make their restaurant stand out from the competition. The triple threat of food, service, and atmosphere that we talked about is extremely important because many restaurants only check one or two of the boxes. Tim and Janine bring different perspectives to the table because of their unique backgrounds and experiences, and their complementary skillsets keep Avvino on the cutting-edge of all three categories. Overcoming Restrictions with Creativity In addition to helping Tim and Janine stay competitive when it counts, their approach to creativity also enables them to adapt to the ever-changing COVID-19 lockdown restrictions. These restrictions are changing on what seems like a daily basis, and you have to be quick on your feet to stay compliant. Avvino revamped its menu to be takeout friendly, and takeout volume went from 1 order to almost 100 orders a night. They also found new ways to bring the hospitality experience to their customers at home by adding a personal touch to each order. As we finally put 2020 behind us, It is important to recognize the level of problem-solving restaurants like Avvino displayed. Restaurants that survived because of their creativity and quick thinking are going to bring a lot more to the table as the country begins to reopen. Website: https://www.avvinorochester.com/ Facebook: https://www.facebook.com/avvinorochester/ Twitter: @AvvinoRochester 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/

Tim Midgley has over 15 years of technology strategy consulting experience in both corporate and startup environments. He enjoys working in a variety of roles that require modern knowledge of solution creation, business analysis, and product design. Tim is a highly sought after resource for friends and family when they are seeking motivation, guidance, or feedback across a variety of work-related or wellness-focused initiatives. Destination on the Left is joined by Tim Midgley, co-founder of Diemlife. Diemlife is a platform designed to build teams, create events, launch campaigns. They specialize in virtual and hybrid events that drive results and marketing goals. During our conversation, Tim explains how Diemlife helps communities and organizations mobilize their people. He also shares insights about his company’s new perspective on activation and engagement. And he discusses his philosophy on the 6 Pillars of Wellness. What You Will Learn: Tim’s journey into the travel and tourism industry How the Diemlife platform helps communities and organizations mobilize their people How a new perspective on activation can drive results and marketing goals Tim’s philosophy on the 6 Pillars of Wellness How Diemlife’s “quests” connect organizations with the resources they need to grow How you can get involved in the World’s Biggest Race for Wellness hosted by Diemlife How Diemlife has been able to accomplish incredible things with its partners in response to COVID Diemlife Destination on the Left is joined by Tim Midgley, co-founder of Diemlife. Diemlife is a platform designed to build teams, create events, launch campaigns. They specialize in virtual and hybrid events that drive results and marketing goals. During our conversation, Tim explains how Diemlife helps communities and organizations mobilize their people. He also shares insights about his company’s new perspective on activation and engagement. And he discusses his philosophy on the 6 Pillars of Wellness. Embarking on a Quest “Quests” are a core element of the Diemlife framework. They are a unique take on campaigns that connect organizations with the resources they need to accomplish their goals. Diemlife works with universities, cities, and other organizations to engage their customers in the unique quest platform that amplifies the brand journey. In the travel and tourism industry, however, the journey is literal, and it offers DMOs a bunch of tools to create stronger connections with the travelers who visit. What is Really Happening in Your Community? In addition to quests, Diemlife’s mission is largely driven by their 6 Pillars of Wellness: physical, mental, social, environmental, occupational, and financial. Not everyone thinks of these things when they think about their wellness journey, but they are important to consider as you pursue growth in your organization. When it comes to communities, tourism, and how these segments can get creative with the Diemlife platform, Tim and his team offer insights into the demographic composition of a community and the activities they are participating in. A quest can be anything, so it provides an organic look at what communities are up to. Destinations of all sizes need a partner that is creative and quick on their feet. Website: https://diem.life/ World’s Biggest Race for Wellness: https://quest.diem.life/wbrw

Eric Patrick is a lifelong marketing professional earning a degree in Advertising from Washington State University. He spent the first 10 years of his career working for small advertising agencies in Portland, OR and central Washington State. Through that experience, he started marketing fruits and vegetables extensively around 2000 and has been at it ever since. Working for one of the largest shippers of apples/pears/cherries in the U.S. and currently at a large distributor based in Oakland, CA. He has traveled extensively during his fresh produce career and also started marketing for other companies such as Tajin Seasonings and about 5 years ago he was asked to pitch a tourism account with a friend. The account was Union Gap, WA Tourism, a small DMO in central Washington State and a small town in Yakima County. Eric also teaches an Intro to Advertising Class at Yakima Valley College. Destination on the Left is joined by Eric Patrick, the Marketing and Tourism Director for Union Gap, Washington. During our conversation, Eric discusses the different ways he is creatively generating awareness for Union Gap. He also explains how Asparafest—an asparagus-themed restaurant weekend—was dawned after one of Union Gap’s local restaurants was presented with the James Beard Award. Eric has been able to build a global network for his Twitter Chat called, #SmallTownTourismChat, and on our podcast, he shares insights about what small towns are doing to drive traffic as the travel industry returns. What You Will Learn: The different ways Eric is creatively promoting tourism in Union Gap, WA How Eric has generated awareness for Union Gap during the pandemic How Eric leveraged the James Beard Award won by a local restaurant to drive awareness The roles of creativity and collaboration in driving tourism for Union Gap Eric’s journey into the travel and tourism industry What opportunities lie ahead for small-town destinations in 2021 Union Gap, WA Destination on the Left is joined by Eric Patrick, the Marketing and Tourism Director for Union Gap, Washington. During our conversation, Eric discusses the different ways he is creatively generating awareness for Union Gap. He also explains how Asparafest—an asparagus-themed restaurant weekend—was dawned after one of Union Gap’s local restaurants was presented with the James Beard Award. Eric has been able to build a global network for his Twitter Chat called, #SmallTownTourismChat, and on our podcast, he shares insights about what small towns are doing to drive traffic as the travel industry returns. Putting Union Gap on the Map When most people think of Washington state, they think of destinations like Seattle and Spokane. Union Gap is not so familiar, but it has a flavor all its own. Located on the east side of the state, Union Gap is nestled in the agricultural belt of Washington which gets over 300 days of sun per year. It is only a half-hour from the mountains, with Mt. Rainier in plain view. Despite its small size, Union Gap offers an unparalleled charm that appeals to outdoor enthusiasts and wine/craft beer connoisseurs alike. Eric has been able to leverage all of these traits to put Union Gap on the map, and he is helping tons of other small-town destinations do the same. Finding Opportunity in 2021 2020 has obviously been a challenging year for everyone in every destination, but looking forward, Eric plans to continue what he started. Union, Gap was on the precipice of widespread recognition before the pandemic. They have tons of unique events, from the world’s largest sprint car show to the annual Pioneer Power show hosted every summer. Eric’s focus as the Marketing and Tourism Director has been to bring these events to the forefront and use them to define Union Gap. He has continued to do that virtually during the pandemic, and as things reopen, the physical events will re-emerge as well. 2021 has so much opportunity, and Union Gap will be positioning themselves as an essential stop in the year of the road trip, with tons of outdoor activities to keep you busy. There is opportunity for every small town destination out there, so join the conversation in Eric’s #SmallTownTourismChat on Twitter. #SmallTownTourismChat: https://twitter.com/search?q=%23smalltowntourismchat&src=typeahead_click Website: http://www.visituniongap.com/ LinkedIn: https://www.linkedin.com/in/eric-patrick-81b4ba20/ Facebook: https://www.facebook.com/UnionGapTourism/ Twitter: @UnionGapWA 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/

A marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful. Destination on the Left is joined again by Susan Baier to discuss the impact collaboration has on the travel and tourism industry. Susan is the founder of Audience Audit, a research firm that studies the attitudes behind consumer behaviors and beliefs. Susan teamed up with our host Nicole Mahoney to conduct a study about the far-reaching effects of coopetition, where perceived competitors accomplish something bigger than themselves by coming together. What You Will Learn: An overview of the findings from Susan and Nicole’s research study on collaboration The impact collaboration has on the travel and tourism industry How perceived competitors can use coopetition to accomplish something bigger than themselves by coming together How attitudinal research works, and why it is more effective in our industry The industry-wide sentiment toward collaboration in travel and tourism The three different types of collaborators and how each one affects the group dynamic Where tourism professionals are seeking resources on collaboration Collaboration in the Pandemic Susan Baier is back for another episode of Destination on the Left to discuss the impact collaboration has on the travel and tourism industry. She is the founder of Audience Audit, a research firm that studies the attitudes behind consumer behaviors and beliefs. Susan teamed up with host Nicole Mahoney to conduct a study about the far-reaching effects of coopetition, where perceived competitors accomplish something bigger than themselves by coming together. As we transition into a new year during these difficult times, it is important to understand how our organizations can use collaboration to navigate new challenges and measure our success. Data That Aligns With Your Goals There is an overwhelming amount of data available to destination marketers, but it is often the case that only a small portion of it aligns with our goals. So much data is virtually useless to us and as a result, we approach marketing strategy with expensive blind spots. While two individuals in a marketing segment may appear similar on the surface, they likely have two completely different sets of needs and problems that cannot be addressed with one blanket communication tactic. Attitudinal research offers a solution for destination marketers by providing them with targeted research based on needs and attitudes instead of demographics and purchase behaviors. There is a Demand for Collaboration The goal of Nicole and Susan’s study was to understand the industry-wide sentiment toward collaboration in travel and tourism. There were approximately 161 completed responses in the initial survey, providing enough data for the results to be statistically significant while offering a wide spectrum of attitudinal differences to compare with the results. The interesting thing about research is that it doesn’t always prove that you don’t know what you’re talking about—sometimes it has the opposite effect. This study reinforced the willingness to collaborate in all segments of the travel and tourism industry, with 76% of respondents having collaborated with direct competitors. What does this mean for you? It means there are an abundance of new opportunities to overcome challenges of the pandemic if you are willing to seek them out. This is huge for travel professionals from all walks of life. Website: https://audienceaudit.com/ LinkedIn: https://www.linkedin.com/in/susanbaieraz/ https://www.linkedin.com/company/audience-audit-inc./ Facebook: https://www.facebook.com/AudienceAudit/ Twitter: @susanbaier 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/

Tammy Blount-Canavan has a passion for elevating leadership and team performance. She has had a standout career developing high-performance teams of staff, boards, and community organizations. Tammy provides relatable and innovative leadership to bring out the best in organizations and individuals. Tammy’s career has spanned 30+ years and two countries, including executive leadership at Tourism Vancouver, CEO of the Tacoma Regional CVB, architect and inaugural Chair of the Washington Tourism Alliance, and President and CEO of the Monterey County CVB. Tammy is a Past Chair of Destinations International and co-chaired the creation and launch of DestinationNEXT. Tammy has been recognized as CEO of the Year, one of the 25 Most Influential People in the Meetings Industry, twice as one of the top 25 Most Influential Women in the industry, Leadership Supplier of the Year in the Meetings Industry, Top 100 Most Inspirational Women in the Meetings Industry, Community Leader of the Year, Leading for Positive Impact Award and Destination Internationals Global Leadership Award. Tammy holds Fellow Certified Destination Marketing Executive (FCDME) certification which she now helps instruct, and is passionate about mentoring the current and next generation of Destination Leaders. Destination on the Left is joined by Tammy Blount-Canavan, Executive Vice President and Principal of Destination and Travel Practice at Fired Up! Culture. Kicking off the new year in 2021, Tammy’s message reminds us of what’s important as we move past the COVID-19 pandemic and rebuild the travel and tourism industry. On our podcast, Tammy talks about the importance of finding and following your North Star so you can be a more effective leader. She also discusses the fundamental leadership practices that will help you better yourself and your team as you continue to navigate the pandemic. What You Will Learn: The importance of finding and following your North Star Why leading yourself first will make you a better leader for others Tammy’s leadership journey in the travel and tourism industry Five key practices to be an effective leader in these challenging times Action steps, insights, and ideas to help you improve yourself and your team Fired Up! Culture Tammy Blount-Canavan is the Executive Vice President and Principal of Destination and Travel Practice at Fired Up! Culture. Her message reminds us of what’s important as we move past the COVID-19 pandemic and rebuild the travel and tourism industry. On our podcast, Tammy talks about the importance of finding and following your North Star so you can be a more effective leader. She also discusses the fundamental leadership practices that will help you better yourself and your team as you continue to navigate the pandemic. Fundamentals of Great Culture and Leadership The COVID-19 pandemic has challenged travel and tourism professionals in ways never thought possible. Many of you have found new means to thrive and persevere, despite having no end to the chaos in sight. What is the common theme among destination marketers that have experienced success in these trying times? Strong leadership! The leaders of these organizations rely on five key practices to maintain effectiveness during the pandemic including being vulnerable, listening, giving hope, talking about gratitude, and being enthusiastic about the future. Find Your North Star Destination marketing organizations can use leadership and culture to achieve growth and stand out from the crowd, just as they can use creativity and collaboration. It all starts with finding your North Star. What is your ‘reason for being’ as it relates to your organization? What values and beliefs do you hold dear, and how are they being lived by your team? Finding your North Star will give your organization the focus it needs to adapt, innovate, and create the next iteration of itself. Your North Star is aligned with your vision for the future, and it is the key to maintaining a powerful team chemistry no matter how the industry or circumstances change moving forward. Website: https://www.firedupculture.com/ LinkedIn: https://www.linkedin.com/in/blountcanavan/ https://www.linkedin.com/company/fired-up-culture/ Facebook: https://www.facebook.com/firedupculture Twitter: @tammyblount @firedupculture 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

Twenty years ago, Pascale Bernasse fulfilled a lifelong dream and began a career in the travel industry. Today, that dream remains a reality for her as the co-owner and President of French Wine Explorers. Bernasse started working in the travel industry in 2000 after leaving a corporate career that had left her uninspired. Taking a leap of faith, she started her career at two of the first internet-based cruise retailers, then moved on to gain experience with a small niche tour operator and a brick and mortar travel agency. In 2007 Bernasse and her husband, Pierre, acquired French Wine Explorers, a boutique tour operator specializing in luxury wine vacations in France and Italy. For the past nine years, Bernasse has been featured as a Condé Nast “Top Travel Specialist” for her expertise. Bernasse earned this reputation by providing exceptional immersive tours with memorable experiences. Her success is due to her insider’s knowledge and relationships with the top estates and guides in France. Daughter of a French native, Bernasse spent summers in France and received part of her college education and professional experience there. All this time spent in France has allowed her to have a deep perspective that she shares with clients. Says Bernasse, “I am incredibly proud of my experiences in the travel business these last 20 years. This has been a dream of mine since I was a young child spending my summers in France. Over the years, I have forged relationships with outstanding clients and service providers. These partnerships have allowed me to grow in ways that I never imagined. We use a high-touch approach with our clients; and this fuels our brand as Pierre and I surround ourselves with the best in the business. I hope the next 20 years will challenge, reward, and inspire me as much as the past 20 have been!” Along with recognition from Condé Nast, French Wine Explorers has been recognized by Wine Enthusiast, Travel and Leisure, Rachel Ray Magazine, Travel Weekly, and Bon Appétit magazines. Destination on the Left is joined by Pascale Bernasse, the president of French Wine Explorers. In our conversation, Pascale and I talk about the importance of finding your tribe and maintaining focus so you can navigate the challenges of this pandemic. She explains how her company found its North Star and managed to stay healthy through all of the hurdles in 2020. And she also discusses her commitment to serving the community and putting her customers first. Our podcast is full of invaluable insights about French Wine Explorers’ ability to persevere in these trying times, and I am sure it will energize you as it did me. What You Will Learn: How Pascale found her way into the travel and tourism industry 20 years ago Pascale’s role as co-owner and president of French Wine Explorers The importance of finding your tribe amidst a global crisis How to maintain focus so you can navigate the challenges of the pandemic more effectively What French Wine Explorers did to stay healthy through all of the hurdles of 2020 How Pascale’s commitment to service and putting her customers first paid off during the pandemic French Wine Explorers Destination on the Left is joined by Pascale Bernasse, the president of French Wine Explorers. In our conversation, Pascale and I talk about the importance of finding your tribe and maintaining focus so you can navigate the challenges of this pandemic. She explains how her company found its North Star and managed to stay healthy through all of the hurdles in 2020. And she also discusses her commitment to serving the community and putting her customers first. Our podcast is full of invaluable insights about French Wine Explorers’ ability to persevere in these trying times, and I am sure it will energize you as it did me. Serving, Not Selling French Wine Explorers offers wine tours in France, Italy, and Spain to help wine lovers become true connoisseurs. Her customers are not comfortable sitting on a beach for a week—they are looking to come back with more knowledge than they started with by participating in enriching experiences abroad. On the surface, French Wine Explorers is a tour company, but Pascale figured out how to take it so much further than that. By focusing on relationship development and the individual needs of each client, each experience has a personal touch that her competitors can’t offer. French Wine Explorers doesn’t sell, it serves. And the new circumstances of the pandemic have only made that more significant. Responding to the Global Pandemic It goes without saying that the events of 2020 have been challenging for everyone, but the travel and tourism industry has been hit especially hard. It has forced us to adapt and serve our clients in new ways. In the first half of the year, Pascale and her team focused solely on protecting the investments of clients who had booked tours in 2020. The second half of the year has been dedicated to finding ways to run the business more efficiently based on Pascale’s vision for the future. France experienced a number of terror attacks in 2016 which cut French Wine Explorers’ business in half. Moving forward, Pascale and her team focused on building financial insulation for anything else that might happen in the future. That insulation has been key in their ability to pivot and push forward in these difficult times. Website: https://www.wine-tours-france.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/

As a tourism professional for over 25 years, David Holder co-founded Clarity of Place with a hands-on understanding of what destination leaders need to be successful. David leads stakeholder engagement efforts and crafts tactical plans to ensure destinations are equipped with the data and industry insights to react to changing environments but still attain their strategic vision. In leading a variety of destinations, David proved himself to be an industry innovator, taking new perspectives on what it means for destinations to be competitive and specializing in setting and meeting measurable marketing, sales, and product development results. A versatile and effective communicator, David honed his destination management skills by collaborating with industry partners through service on the board of directors for Destinations International, the Destination Marketing Accreditation Program, and the US Travel Association Destinations Council, to name a few. Destination on the Left is joined by David Holder, the co-founder of Clarity of Place. David’s organization helps destinations navigate threats and opportunities that impact their ability to attract visitors and attain their long-term strategic goals. He has over twenty-five years of experience in the travel and tourism industry, and he has mastered the art of tactical planning, data analysis, and collaboration to ensure destinations can thrive in changing environments. On our podcast, David explains how DMOs should communicate with their communities. He also shares why aligning your priorities with the priorities of the community will set you up for success. What You Will Learn: David’s journey into travel and tourism How DMOs can better communicate with their communities Why aligning your priorities with the priorities of the community will set you up for success The difference between the ‘why’ of what you do vs. the ‘what’ or the ‘how’ How to leverage transformational metrics for tactical planning What DMOs can do to form stronger connections with economic development How the pandemic has impacted destination marketing Clarity of Place Destination on the Left is joined by David Holder, the co-founder of Clarity of Place. David’s organization helps destinations navigate threats and opportunities that impact their ability to attract visitors and attain their long-term strategic goals. He has over twenty-five years of experience in the travel and tourism industry, and he has mastered the art of tactical planning, data analysis, and collaboration to ensure destinations can thrive in changing environments. On our podcast, David explains how DMOs should communicate with their communities. He also shares why aligning your priorities with the priorities of the community will set you up for success. Get Buy-in From Your Community David offers a unique perspective when it comes to the different ways destinations can leverage data. He believes there is a dire need for destinations to communicate more effectively across their communities because there is a disconnect between the priorities of DMOs and the priorities of the communities. Clarity of place has made it their focus to find connections between DMOs and communities, so they can help everyone understand the big picture effect of their programs and why they do what they do. If you can get buy-in from the community, your destination will have much greater success. Responding to the Global Pandemic When David and his team at Clarity of Place first started looking for these connections, they explored many of the different programs destinations created in response to the global pandemic. They found that the hyper-local outreach and progressive content strategy we have seen are only going to continue in these destinations after the pandemic subsides. The pandemic has changed the needs of the community and the individual, and it has put everything DMOs do into a different context. By understanding the data that drives the new trends, marketing organizations can use them to guide their strategies moving forward. Website: https://www.clarityofplace.com/ LinkedIn: https://www.linkedin.com/in/david-holder-a801965/ https://www.linkedin.com/company/clarityofplace/ Twitter: @ClarityofP Episode Transcript 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/

With transformation and culture change in her DNA, Judy McKinney-Cherry is a seasoned leader and successful entrepreneur recognized for her expertise in economic and community development. She is sought after and known for her ability to balance a strategic focus with boots on the ground pragmatism that she leverages to help emerging businesses forge growth trajectories and create sustainable and successful futures. Ms. Cherry is currently the Executive Director for SCOPED, the Schuyler County Partnership for Economic Development, and the CEO/CFO for the Schuyler County Industrial Development Agency. Ms. McKinney Cherrys diverse background includes over 25 years of executive experience across the private sector, public sector, and university settings including appointments by the Governors of New York and Delaware. Her service on numerous local, regional, and national Boards includes Corning Community College Regional Board of Trustees, CCS Workforce Investment & Opportunity Board, the Southern Tier Central Planning Council, Locate Finger Lakes!, Erie Canal Heritage Fund, Watkins Glen Area Chamber of Commerce, Regional Energy and Economic Development Corporation, to name a few. As a certified economic developer with fellow member status, she also serves on the International Economic Development Council Accreditation Committee. When she manages to pull herself away from doing the work she loves and for which she has an unwavering commitment, you can find her riding her BMW motorcycle, beekeeping, working with raptors, and spending time on the golf course. She currently resides in Watkins Glen with her husband, Phil, her corgi, Winston, and their chickens, Emily, Lucy, and Ethyl. Destination on the Left is joined by Judy McKinney Cherry, a seasoned economic and community development professional with a wealth of experience in the travel and tourism sector. She currently serves as the Executive Director of the Schuyler County Partnership for Economic Development, as well as the CEO, CFO of the Schuyler County Industrial Development Agency. Judy has a deep understanding of the role travel and tourism plays as an economic driver in destinations across the country. On our podcast, she joins us to share her story, highlighting the importance of housing in economic performance, and mapping out her collaborative framework as it relates to our 3C’s. What You Will Learn: Travel and tourism’s role as an economic driver in communities across the country Why housing is critical to the performance of any economy Judy’s experience with collaboration, and how it ties into our 3C’s framework How Judy’s public/private sector perspectives and experience with data influence her decisions Why we need to approach tourism as so much more than promoting/marketing a destination What Judy has done to help her organization stand out from the pack How Judy’s team has used creativity and collaboration to navigate crises How the pandemic has leveled the playing field in travel and tourism Tourism is Part of the Economic Fabric Judy McKinney Cherry is a seasoned economic and community development professional with a wealth of experience in the travel and tourism sector. She currently serves as the Executive Director of the Schuyler County Partnership for Economic Development, as well as the CEO, CFO of the Schuyler County Industrial Development Agency. Judy has a deep understanding of the role travel and tourism plays as an economic driver in destinations across the country. On our podcast, Judy joins us to share her story, highlighting the importance of housing in economic performance, and mapping out her collaborative framework as it relates to our 3C’s. More Than Marketing Judy is extremely data-driven in her approach to strategy, and she views tourism as an economic driver. It is part of the economic fabric of every community, which is why tourism boards and organizations are so much more than marketers alone. If you look at tourism as an entire industry instead of a means of promoting your destination, then you will be able to thrive collectively. Tourism is not a subsect of economic development, it is part of it. And it is a way for communities to engage travelers in ongoing relationships that lead to potential opportunities for growth. Planning for What-If Scenarios In travel and tourism, Judy is always planning for the what-if scenarios. COVID is a good example because the entire industry transformed overnight. When destination marketers are only focused on promoting a destination, there is virtually nothing for them to do in a situation like this. But when they operate as an integral part of a destination’s economic development, they can help fill in the gaps wherever it is necessary. The essence of creativity is problem-solving. When you combine that with collaboration and a willing network of organizations that have a location’s best interest in mind, disaster scenarios are easier to manage. Website: www.flxgateway.com LinkedIn: https://www.linkedin.com/in/judy-mckinney-cherry-cecd-fm-49a2991/ Facebook:https://www.facebook.com/schuylercountypartnership/ Twitter: https://twitter.com/jmcherry Episode Transcript We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

In our solocast episode of Destination on the Left, we share some exciting new content in an episode format we’ve never done before. Nicole Mahoney does an exclusive table read of her keynote speech about world-changing collaborations. During the podcast, She provides a refined perspective on the importance of collaboration in the travel and tourism industry. Collaboration will play a significant role in the recovery of our industry, and we compiled numerous conversations with other industry experts so we could share the overarching sentiment with you. What You Will Learn: Nicole’s keynote speech on world-changing collaboration Why travel and tourism will bounce back stronger than ever How we can master the art of collaboration to keep travel alive in the “new normal” How to apply the 3 C’s of Collaboration framework Why we need to have a collective vision to have a successful recovery Examples of world-changing collaboration lived out by other travel and tourism professionals How tourism marketers have leveraged digital media to collaborate Collaboration During Economic Recovery In our solocast episode of Destination on the Left, we share some exciting new content in an episode format we’ve never done before. Nicole Mahoney does an exclusive table read of her keynote speech about world-changing collaborations. During the podcast, She provides a refined perspective on the importance of collaboration in the travel and tourism industry. Collaboration will play a significant role in the economic recovery of our industry, and we compiled numerous conversations with other industry experts so we could share the overarching sentiment with you. We Will Bounce Back Stronger Than Ever For a long period after 9/11, people were afraid to fly, afraid to travel to big cities, and afraid to gather for large group events. Sounds familiar right? At the time it was hard to imagine the travel and tourism industry ever recovering from such a devastating impact. Through that world-shaking event, then the great recession, and now the global pandemic resulting from COVID-19, the travel industry has and will continue to prevail. It will bounce back stronger than ever, and sometimes we forget that—while history doesn’t always repeat itself—it often rhymes. The Art of Collaboration It is overwhelming to look at what has happened to our industry knowing there is no clear end in sight, but we are in this together. If we can master the art of collaboration, we will find new ways to keep travel and tourism alive in the “new normal” that awaits. Adversity creates pressure and urgency that stimulates creativity and brings out the best our minds have to offer. Never let that go to waste. Take advantage of the opportunity to band together with our industries brightest minds and lead the world out of this. Collaboration is truly an art, and by harnessing its power, we will come out better than before. Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia Additional Resources: Strategy Meeting Agenda Book: Traction by Gino Wickman SWOT Analysis Worksheet Pros and Cons of WFH Communication: Creating World-Changing Collaborations  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/