Destination On The Left

As America’s Road Trip Expert, Dr. Forbes has traveled by car in all 50 states, enjoying hundreds of scenic byways and scenic drives passing through thousands of historic towns. Her love of the road trip began at age 7 and even her High School was on a Scenic Byway. After a career in architecture and facility management, ending at The World Bank in Washington, DC, she was able to transform her love of the road trip into a successful career. Since beginning to develop road trips and driving travel packaging for destinations throughout the United States, Dr. Forbes has assisted over 300 locations to develop and promote new travel products in their areas. While managing an international inbound tour operator, she included scenic byways in every possible driving trip for overseas visitors. Even though Dr. Forbes still assists destinations and regional locations to develop road trip experiences, more recently she contracted to take on the role of Director of Development and Marketing for the National Scenic Byway Foundation, and also the management of the effort to develop a comprehensive website to include all scenic byways and scenic roads throughout the United States. In addition to those roles, she serves as Professor of Destination Management and Marketing for the Temple University Masters in Travel and Tourism program. Dr. Forbes is conversant with the economic impact of Scenic Byways and scenic roads along with methods to create economic development in areas where it is hardest to come by. Her unique background in working on all sides of the equation – developing road trip experiences for the travel sellers and selling road trips as the head travel agent, holding an IATA number to travel buyers, plus teaching the subjects and working in economic development delivers a comprehensive perspective on what today’s visitors need and want and what travel sellers must do to respond, not found anywhere else. She holds a Bachelor of Fine Arts and Master of Art and Architectural History from the University of Wisconsin, a Doctorate in Environmental Planning from Union University, a Certificate in Digital Marketing from the University of Illinois, and is currently working on an MBA at Taft University. Destination on the Left is joined by Dr. Maree Forbes, Director of Development and Marketing for the National Scenic Byway Foundation. As America’s Road Trip Expert, Dr. Forbes has traveled by car in all 50 states, enjoying hundreds of scenic byways and scenic drives passing through thousands of historic towns. On our podcast, Maree shares her story and talks about the importance of scenic byways to the small towns and communities that they encompass. She also discusses the use of storytelling to create visitor experiences, and the importance of collaboration in travel and tourism. What You Will Learn in This Episode: Dr. Forbes’ journey into the travel and tourism industry The importance of scenic byways to the small towns and communities that they encompass How Dr. Forbes creates itineraries based on visitor experience How Dr. Forbes drove international travel through America’s scenic byways and drives How storytelling enhances the ability to build visitor experiences What Dr. Forbes has done to target different demographics with her travel experiences The importance of creativity and collaboration in building road trip experiences The National Scenic Byway Foundation Dr. Maree Forbes is the Director of Development and Marketing for the National Scenic Byway Foundation. As America’s Road Trip Expert, Dr. Forbes has traveled by car in all 50 states, enjoying hundreds of scenic byways and scenic drives passing through thousands of historic towns. She has assisted over 300 locations to develop and promote new travel products in their areas. And her experience spans every piece of the equation. On our podcast, Maree shares her story and talks about the importance of scenic byways to the small towns and communities that they encompass. Preserving the Beauty Dr. Forbes designs unique road trip experiences for scenic byways and scenic drives in conjunction with The National Scenic Byway Foundation, an organization that picked up the pieces when federal funding was cut. She and her team are looking for ways to promote these one-of-a-kind travel routes on one central platform so they can fund preservation efforts and maintain the irreplicable beauty of the byways and scenic drives for generations to come. You can’t just build a new one when the beauty is destroyed, so these efforts are critical to locations across the country. The Personal Travel Portfolio Building these unique road trip experiences for a broad spectrum of travelers requires a lot of creativity. As competitive as the travel and tourism industry can be, Dr. Forbes had to figure out how to elevate the road trip. It was a challenge to inspire visitors to take the scenic route instead of flying to a destination and flying back, but she had a lot of success targeting international travelers with her “personal travel portfolio.” Many international travelers wanted to rent a car when they got to America, but with the grandiosity of the U.S., they didn’t quite know where to start. This program had a story for each day of travel, with detailed information about things to see and do that would make their trip more satisfying. And the use of creativity to turn driving into a travel experience did so much for scenic byways and drives around the country. Website: https://nsbfoundation.com/ LinkedIn: https://www.linkedin.com/in/maree-forbes/ Facebook: https://www.facebook.com/NationalScenicBywayFoundation/

While owning an ad agency was never in her dreams, Ginna Royce can’t think of a better way to spend her life–with the exception of being the next Food Network star! The opportunity to experience different industries, personalities, and technology through her clients is an amazing part of every day; the chance to share this with her husband–my partner–is a blessing. She has deep West Virginia roots but was raised in northern Virginia. WVU provided a phenomenal Journalism education and she landed at the Dominion Post right after graduation. A short stint with an ad agency had her hooked on the culture but it was a client that forced her hand…he canceled his contract with the firm and told her to call him when she got her own office. She never looked back. They cut their teeth on 18 hour days and lots of retail for the first 15 years, the last eight have included service and manufacturing industries along with international marketing. Delbert and Ginna developed a wanderlust recently that has taken them to Tahiti, Australia, New Zealand, Fiji, and Africa. And there’s still a lot to see. With three dogs and a cat, time at home is complete. Ginna has a passion for this business…better yet, she has lifelong friends that entered her life disguised as clients and employees. It doesn’t get better than that. Destination on the Left is joined by Ginna Royce, the CEO and Creative Director at BlaineTurner Advertising. BTA focuses on providing an honest, eye-opening approach to marketing, where research, strategy, and creative work in perfect unison. When we learned about Ginna’s work with the CVB in her region of West Virginia, we knew she would bring a ton of value to the table. On our podcast, Ginna shares her journey into the travel and tourism industry, and her unique approach to marketing in this niche. The Evolution of Tourism Marketing Ginna Royce is the CEO and Creative Director at BlaineTurner Advertising. BTA focuses on providing an honest, eye-opening approach to marketing, where research, strategy, and creative work in perfect unison. When we learned about Ginna’s work with the CVB in her region of West Virginia, we knew she would bring a ton of value to the table. On our podcast, Ginna shares her journey into the travel and tourism industry, and her unique approach to marketing in this niche. She explains what DMOs can do to generate more leads and maximize the results of their campaigns. And she also talks about how her agency is using collaboration to serve a CVB that now includes three counties. No Experience Wasted BlaineTurner was founded in 1986, and as you can imagine, a lot has changed in advertising/marketing in the last thirty-four years. Having that perspective enables Ginna to think critically about every business problem that her clients and prospects bring through BTA’s doors. In addition to that, her agency has served many industries outside of tourism like healthcare and manufacturing. Their broad spectrum of work means they can adapt quickly in the ever-changing market place as new channels, consumer behaviors, and industry trends arise. In travel and tourism, that is an important agency trait now more than ever. Brand Positioning in Travel and Tourism When your agency can navigate the challenges of a changing advertising landscape, you build trust that leads to long term relationships. A great example of this is BlaineTurner’s relationship with the Visit Mountaineer Country CVB. The organization has been working with BTA since its inception in 1986, and together they have worked through an expansion to three counties, as well as a complete rebranding of the CVB in 2019. Brand positioning is a major topic of discussion in travel and tourism. And Ginna’s ability to cater to visitors and stakeholders alike has enabled her clients to speak to multiple audiences while remaining effective. From giveaways to creative campaigns, BTA continues to find new ways to generate interest among different demographics. Website: www.blaineturner.com LinkedIn: https://www.linkedin.com/in/ginna-royce-9067b25/ Facebook: https://www.facebook.com/ginna.royce Twitter: @GinnaBTA

Greg DeShields currently serves as the Executive Director at PHLDiversity a business development division of the Philadelphia Convention and Visitors Bureau. As Executive Director of the Philadelphia Convention and Visitors Bureau PHLDiversity, Greg is responsible for developing and implementing plans, strategies, and initiatives specifically designed to raise Philadelphia’s image as a diverse multicultural destination leading to hotel room nights and economic impact for the region. Greg is a graduate of Johnson & Wales University Providence, Rhode Island, with an A.S. Degree in Hotel & Restaurant Management; and B.S. Degree in Hospitality Management. His professional development includes a certification from the Institute for Diversity, Urban League of Philadelphia, Leadership Forum, Leadership Philadelphia, and Greater Philadelphia Leadership Exchange. Destination on the Left is joined by Greg DeShields, the Executive Director at PHLDiversity. PHLDiversity is a business development division of the Philadelphia Convention and Visitors Bureau that develops and implements plans, strategies, and initiatives specifically designed to raise Philadelphia’s image as a diverse multicultural destination. During our conversation, Greg talks about why it is so important for businesses to create a strategy for diversity, equity, and inclusion in their organizations AND communities. Then he explains what it takes to implement the strategy for long-term results. What You Will Learn in This Episode: Greg’s journey into the travel and tourism industry How multiculturalism has a financial impact on destinations How DEI continues to evolve as time moves forward Why DEI (diversity, equity, and inclusion) is a marathon, not a sprint The business case for creating a DEI strategy How to foster community participation and involvement for diversity, equity, and inclusion Why proactive strategy and planning is better for DEI than taking a reactive approach How a collaboration between PHLDiversity and a local LGBT chamber led to new revenue and business for both organizations How podcasting ties into the work that PHLDiversity does The Expansion of DEI in Travel and Tourism Greg DeShields is the Executive Director at PHLDiversity, a business development division of the Philadelphia Convention and Visitors Bureau. He is responsible for developing and implementing plans, strategies, and initiatives specifically designed to raise Philadelphia’s image as a diverse multicultural destination leading to hotel room nights and economic impact for the region. During our conversation, Greg talks about why it is so important for businesses to create a strategy for diversity, equity, and inclusion in their organizations AND communities. Then he explains what it takes to implement the strategy for long-term results. The Evolution of Multiculturalism After Greg spent some time getting settled in his career, he started to understand the economic impact that multiculturalism had on destinations across the globe. But once he moved from the board of directors to a leadership position in PHLDiversity, he started working to expand the table beyond culture. It embraced all communities like women and LGBT, and DEI (diversity, equity, and inclusion) continues to evolve over the years. Now, Greg and his team are focused on eliminating barriers and creating access for people of color. Creativity and DEI Normally we talk about examples of creativity used to promote diversity, equity, and inclusion in the travel and tourism industry. But in this case, the PHLDiversity organization is an example in and of itself. The organization has been around for over 30 years, and in the late 1980s, Philidelphia was not known as a tourist destination. When Atlantic city started to gain notoriety, the city needed to find a way to engage diverse communities as gaming expanded. This led to the formation of a new organization that brought black voices into the discussion. Community participation has been a key part of their work to this day, and PHLDiversity continues to engage the local population in new and innovative ways. Website: https://www.discoverphl.com/phldiversity/ LinkedIn: https://www.linkedin.com/in/gregdeshields https://www.linkedin.com/company/philadelphia-convention-&-visitors-bureau/ Facebook: https://www.facebook.com/discoverPHL Twitter: @gregdeshields7 @discoverPHL Podcast: https://www.discoverphl.com/meet/phldiversity/podcasts/ 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/

Cindy Rodriguez is the Co-Founder of Adirondack Diversity Solutions, a Human Resources consulting firm focusing on diversity and inclusion within the workforce and beyond. Adirondack Diversity Solutions works with organizations to create and execute initiatives that share the organization’s vision, support its mission, and live its values through forward-leaning innovations that materialize the social and economic benefits of a diversified workforce and client base. With over ten years of Human Resources experience spanning across industries, Cindy delivers innovative human resources solutions that promote transparency in policy and procedures, communication strategies, community engagement, all while embracing and embedding diversity, equity, and inclusion into organizational values, culture, policies, and practices. Destination on the Left is joined by Cindy Rodriguez, Co-founder of Adirondack Diversity Solutions. Her company is an HR consulting firm that designs and implements initiatives around their clients’ visions, missions, and values. As a result, they can capitalize on the social and economic benefits of a diversified work environment. With over ten years of human resources experience, Cindy delivers innovative human resources solutions that promote transparency in policy and procedures, communication strategies, community engagement. On our podcast, Cindy explains how this approach to HR ties into the ideas of diversity, equity, and inclusion. What You Will Learn in This Episode: What is is like to be “one of a few” Why there is a lack of representation in consumer campaigns What travel and tourism professionals can do to improve engagement with diverse audiences The work Cindy’s team is doing to promote diversity, equity, and inclusion in the workplace Why intentionality is such a powerful tool for travel and tourism professionals Using Creativity and Collaboration to Address Racism Cindy Rodriguez is the Co-founder of Adirondack Diversity Solutions, an HR consulting firm that designs and implements initiatives around their clients’ visions, missions, and values. With Cindy’s expertise, Adirondack’s clients can capitalize on the social and economic benefits of a diversified work environment. Cindy has over ten years of human resources experience, and she delivers innovative HR solutions that promote transparency in policy and procedures, communication strategies, community engagement. On our podcast, Cindy explains how this approach to HR ties into the ideas of diversity, equity, and inclusion. “One of a Few” Cindy is a first-generation Latina, and her love for travel and tourism was sparked by the annual trips to her parents’ home countries as she grew up in the United States. Through her experiences, however, Cindy often found herself feeling that she was “one of a few,” and that sparked her passion for the work with diversity, equity, and inclusion that she does today. Wanting those things is not enough. So Cindy partnered with Dr. Donathan Brown to help other organizations carry out those beliefs. From policies and procedures to recruitment and retention, they help clients engage communities of color to create more comprehensive products, programming, and outreach strategies. Driving Community Engagement Throughout her career, Cindy and Dr. Brown have relied heavily on creativity and collaboration to address racism in local communities. The Adirondack Experience and The Cooperstown Friends of The Village Library are two great examples. ADS has partnered with them to help tourism leaders of color share their journeys and visions for the future. While they’re helping to put the spotlight on this demographic, they are also engaging the community as a whole with a unique, action-oriented dialogue. The power of creativity and collaboration is limitless, even in unprecedented times. Website: https://www.adkdiversity.com/ LinkedIn: https://www.linkedin.com/in/cindy-rodriguez-ads/ https://www.linkedin.com/company/adirondack-diversity-solutions/ Facebook: https://www.facebook.com/adkdiversity Twitter: https://twitter.com/AdkDiversity https://twitter.com/c_rodriguez07 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/

Melissa Cherry serves as the Chief Operating Officer at Destinations International. She is responsible for the development and execution of the overall marketing and communications, product engagement, information technology, meetings, and education strategies to promote and elevate the Association’s mission and brand to drive awareness of its impact to advance the success of the destination marketing industry worldwide. Prior to joining Destinations International, Melissa was senior vice-president for marketing and cultural tourism at Choose Chicago. During her four-year tenure at the city’s official destination marketing organization, she led Choose Chicago’s domestic and international marketing strategies, including all efforts for brand strategy, integrated marketing, research, advertising, official publications and collateral, website, social media, and event marketing. Additionally, she launched the first-ever Cultural Tourism Strategy to increase visitation and awareness to Chicago’s cultural entities, events, and neighborhoods. John Percy is President and CEO of Destination Niagara USA. It is the official Tourism Promotion Agency and a full-service Destination Marketing Organization serving Niagara Falls and Niagara County, New York/USA. Previously, John served as Vice President of Sales and Marketing for the organization. Other prior experience includes Vice President of Tourism for the Niagara Falls Convention and Visitors Bureau and 15 years in shopping center marketing and management in both Western New York and Detroit, Michigan. In addition to serving as Vice Chairman for the Board of Governors for the American Bus Association Foundation and on the Board of Directors for ABA’s actual association, John also serves as the current Chair-elect on the Destinations International Foundation Board of Trustees. He also serves on boards for the Niagara USA Chamber of Commerce, Niagara Falls Community Mission, and the Niagara Falls National Heritage Area. John is also a co-chair of the Equity, Diversity, and Inclusion task force for Destinations International, a task force that Melissa Cherry oversees in her role. Destination on the Left is joined by Melissa Cherry, COO at Destinations International, and John Percy, President and CEO of Destination Niagra USA, to discuss America’s racial unrest. The conversation about equity, diversity, and inclusion can be uncomfortable to have, but it is needed in every aspect of our lives right now. On our podcast, Melissa and John share their personal stories about how they have been impacted by bias. The racial conversation is both a challenge and an opportunity, and there is so much we can do right now to make sure this moment in time does not pass us by. What You Will Learn in This Episode: Melissa and John’s journeys into travel and tourism How equity, diversity, and inclusion manifest in the travel and tourism industry today Melissa and John’s personal experience with racial bias Why the conversation about race is both a challenge and an opportunity How we can use creativity and collaboration to tackle prejudice in travel and tourism Why Destination International’s DEI Committee was created and how it has evolved What we can do NOW to make an impact on racial inequality in the U.S. Systemic Prejudice in Travel and Tourism Destination on the Left is joined by Melissa Cherry, COO at Destinations International, and John Percy, President and CEO of Destination Niagra USA, to discuss America’s racial unrest. The conversation about equity, diversity, and inclusion can be uncomfortable to have, but it is needed in every aspect of our lives right now. On our podcast, Melissa and John share their personal stories about how they have been impacted by bias. The racial conversation is both a challenge and an opportunity, and there is so much we can do right now to make sure this moment in time does not pass us by. Coming Together As One As the conversation about race is amplified, there is a new sense of urgency and a light at the tunnel. But while there are many opportunities for addressing the issue of race, there are a lot of challenges. Through Melissa and John—a woman of color and a gay, white man—their personal stories show how real systemic prejudice and bias is here in the U.S. It is something that we can’t ignore any longer, and by coming together as one force of creative problem solvers, we can tackle this adversity in our industry once and for all. The Racial Conversation Right now, there are a lot more conversations about race and they are easier to have. But only a couple of years ago, we still had to convince people to be a part of the conversation at all. The best thing we can do as a collective is to show empathy and facilitate open discussions about the realities we don’t truly understand. What do our organizations look like? What do our communities look like? Those are the questions we need to be asking ourselves in order to properly direct our problem-solving skills and make a difference. 5 Questions About Race Video 5 Questions About Race Article Leading by Example: Lessons in Race and Racism An OPEN LETTER to Our Colleagues and the World from Black Destination Industry Leaders LinkedIn: https://www.linkedin.com/in/melissa-cherry-444806/ https://www.linkedin.com/in/john-percy-cdme-20558b3/ 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 Destination on the Left’s 200th episode, we kick off October’s theme of equity, diversity, and inclusion. Nicole Mahoney shares experience with these issues, and she talks about the different ways her team is working together to live out the ‘equitable’ core value within their company. Learn what we can do to explore, understand, and act on the topic of diversity in the travel and tourism industry. What You Will Learn in This Episode: Host Nicole Mahoney’s experience with the challenges of equity, diversity, and inclusion What Nicole’s team is doing to live out the ‘equitable’ core value within their company What we can do to explore, understand, and act on the topic of diversity in the travel and tourism industry The lessons Nicole learned about diversity in applicant pools during the hiring process How Nicole’s team took a proactive approach to diversity in their company and industry How the team was living out their core values, and where they were falling short Why addressing systemic racism in your organization will impact existing employees, future employees, and clients alike Addressing the Topic of Diversity in our industry In Destination on the Left’s 200th episode, we kick off October’s theme of equity, diversity, and inclusion. Nicole Mahoney shares experience with these issues, and she talks about the different ways her team is working together to live out the ‘equitable’ core value within their company. Learn what we can do to explore, understand, and act on the topic of diversity in the travel and tourism industry. In light of recent events in the United States that sparked severe racial unrest, the opportunity to have this conversation could not have come at a better time. Looking into the Mirror With racial injustice sweeping the country right now, it is hard to focus on more than race. In the travel and tourism industry alone, racial diversity is a major issue, and it goes all the way to the leadership level of top organizations. As Nicole started to think about this, she realized that even her own company is guilty of homogeneity. Nicole didn’t build a team of white women on purpose, and there was no discrimination in the hiring process—she just didn’t receive a diverse applicant pool. But that is how she and her team *used* to think. After the death of George Floyd, they decided to take a proactive approach to diversity instead of leaving it to circumstance. A Deep Dive into the Unknown At first, Nicole and her team weren’t quite sure how to address the issue of diversity in their company and industry. But after exhausting every resource and contact they could pull from their network, a plan started to materialize. They used their ‘equitable’ core value as a framework and starting point in their exploration of systemic racism and diversity in the United States. The team figured out where they were living that core value, and where they were falling short. And as a result, the discoveries they made will shape the policies and actions of the organization as a whole, impacting existing team members, future team members, and clients alike. Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia Additional Resources: How We Live Core Value Equitable Shortfalls Systemic Racism Explained Racial Equity Report Card

Rick Antonson is the author of the travel narratives: To Timbuktu for a Haircut: A Journey Through West Africa, Route 66 Still Kicks: Driving Americas Main Street, and Full Moon Over Noah’s Ark: An Odyssey to Mount Ararat and Beyond. He is the co-author of Slumachs Gold: In Search of a Legend. He was president and CEO of Tourism Vancouver, is past chair of the board for the Destinations International, based in Washington, DC, and served as deputy chair for the Pacific Asia Tourism Association, based in Bangkok, Thailand. He speaks around the world about the multi-generational philosophy Cathedral Thinking. Rick and his wife Janice make their home in Predator Ridge, Okanagan Valley, Canada. You can find him online at www.rickantonson.com and www.cathedralthinking.com. Destination on the Left is joined by Rick Antonson, the former president and CEO of Tourism Vancouver, the past chair of the board for Destinations International, based in Washington, DC, and the former deputy chair for the Pacific Asia Tourism Association, based in Bangkok, Thailand. He initially joined us on Episode #44, where we talked about using cathedral thinking to create a brighter future. During our conversation, we talk about the importance of scenario planning and managing a crisis. We discuss the different ways the pandemic has shown tourism affects everyone. And we discuss the power of cathedral thinking in rebuilding the future. What You Will Learn in This Episode: What was going through Rick’s mind as the pandemic gained momentum and spread across the globe Rick’s approach to crisis management in the tourism industry What we should be doing to respond to the crisis right now to prepare our destinations for regrowth The concept of cathedral thinking, and how DMOs can use it to plan for rebuilding in the future Different ways in which the pandemic has shown tourism’s effect on entire communities What Comes Next After COVID? Rick Antonson is the former president and CEO of Tourism Vancouver, the past chair of the board for Destinations International, based in Washington, DC, and the former deputy chair for the Pacific Asia Tourism Association, based in Bangkok, Thailand. He initially joined us on Episode #44, where we talked about using cathedral thinking to create a brighter future. During our conversation, we talk about the importance of scenario planning in managing a crisis. We also discuss the different ways the pandemic has shown tourism’s effect on entire communities. And we discuss the power of cathedral thinking in rebuilding the future. Crisis Management 101 At first, we were facing more of a business and marketing crisis than a worldwide shutdown like we see today. That is the first step in crisis management—identifying you are actually IN a crisis. But in crisis management, the most immediate thing is to then determine what the situation is and get the facts. This enables tourism organizations to have more strategic discussions based in realism, not idealism. You can’t react to a crisis based on what you wish was happening or somebody’s artificial forecast. You have to react based on the facts, and sometimes you have to go below the surface to get away from the noise and piece together what is really happening. Stepping Stones Rick recently authored an op-ed that ran in the Vancouver Sun titled “Immediate Financial Assistance Needed to Save BC Tourism Sector.” In this piece, Rick talks about the importance of funding tourism now in order to regain lost business by the year 2023. This is not a quick rebound. Even if a vaccine is approved and distributed in major markets across the globe, it will take time for the wheels to start turning again. People have to individually want to travel again—not desire. But making travel a priority when they’re concerned with getting back to work and replenishing their savings is also going to take time. The pandemic has taken a toll on our industry, but we do have the power to rebuild it better than before. Rick’s Op-Ed: Vancouver Sun Website: http://www.rickantonson.com/ www.cathedralthinking.com LinkedIn: https://www.linkedin.com/in/rickantonson/ Facebook: https://www.facebook.com/rickantonsonauthor/ Twitter: @inkroadsrick

Living in Southern Africa for 12 years, Thomas has 20 years of experience in the Hospitality and Tourism sector while working for brands like TUI and Thomas Cook in 8 countries and cultures. His focus on digital marketing and distribution, the turnaround of Hospitality and Tourism businesses, and the opening of Hotels has made him a Digital Native Hospitality and Tourism professional. Before that, he started his career with the largest commercial company, METRO, in Europe and IBM, where he evolved his career in IT, software development, and systems integration. It is this combined commercial, IT, Digital, and Hospitality and Tourism experience that created the holistic approach of Rainmaker Digital. Destination on the Left is joined by Thomas Mueller, the founder and CEO of Rainmaker Digital. Rainmaker is a social enterprise with a clear target to keep more tourism spend in destinations through the democratization of technology. On our podcast, Thomas joins us to talk about how his company is helping clients keep more of the tourism spend in their destinations by disrupting the digital value chain. He shares his take on why Coronavirus is the biggest opportunity of our lifetime, and he also talks about sustainable tourism from an economic perspective. What You Will Learn in This Episode: Thomas’ journey into the travel and tourism industry Why there were such profound skills gaps in small and mid-sized hospitality businesses during the digital transformation of travel and tourism Thomas Mueller’s 5 Stages of Success, and how destinations are using it to transform their travel ecosystems in South Africa How Rainmaker is eliminating the complexities of the digital revolution in hospitality Why Coronavirus is the biggest opportunity of our lifetime in travel and tourism How the role of DNCs will change as a result of COVID How Thomas has seen creativity used throughout the pandemic Why economic sustainability is as critical as environmental and social sustainability in the travel and tourism industry Rainmaker Digital Thomas Mueller is the founder and CEO of Rainmaker Digital, a social enterprise with a clear target to keep more tourism spend in destinations through the democratization of technology. This technology enables destinations and their hospitality and tourism businesses to take back control of their visibility, digital presence, reputation, communication, and distribution. On our podcast, Thomas joins us to talk about how his company is helping clients keep more of the tourism spend in their destinations by disrupting the digital value chain. He shares his take on why Coronavirus is the biggest opportunity of our lifetime, and he also talks about sustainable tourism from an economic perspective. Adapting to the Digital Market Thomas brings so many different viewpoints to the table because he has worked with teams in almost every corner of the travel and tourism industry. He experienced the digital transformation in real-time, and he helped businesses thrive by staying in front of the rapid changes. But during this process, he discovered massive skills gaps in small and medium-sized businesses who were struggling to adapt to the digital market. All of the various roles were siloed and cut-off from the core business, so they failed to communicate with each other and couldn’t deliver what the customer wanted. Thomas used the 5-Stages of Success to guide these teams to a more holistic approach to destination marketing. A Holistic Managed Service The five stages are streaming, planning, booking, experiencing, and sharing, and Thomas Mueller made it available as a holistic managed service. All of the stages became integrated and interdependent on one another, which allowed them to perform at a much higher level. Then, because it is a managed service, hospitality businesses can easily overcome the skills gaps. With the responsibility in Rainmaker’s hands, the clients can focus on what they do best; making customers happy. Rainmaker makes sure there are customers coming through the doors without any complexity or technical challenges. Website: www.rainmaker.travel LinkedIn: https://www.linkedin.com/in/thmnam/ https://www.linkedin.com/company/rainmakerdigital/ Facebook: https://www.facebook.com/rainmakerafrica Twitter: @RainmakerAfrika Keep More Tourism Spend in Destinations for Sustainable Tourism Development | getenabled@rainmaker.travel 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/

James is Partner and Co-founder of Rove Marketing, a leading tourism data, analytics, and consulting firm. They are focused on helping tourism organizations become more data-driven, so they are better positioned to navigate change, maximize travel visitation, and ultimately drive revenue growth. He brings over 20 years of strategic knowledge in CRM, customer experience management, data and analytics, branding, and digital marketing strategy. Destination on the Left is joined by James Sauter, a partner and co-founder of Rove Marketing. Rove is a leading tourism data, analytics, and consulting firm focused on helping tourism organizations become more data-driven, so they are better positioned to navigate change, maximize travel visitation, and ultimately drive revenue growth. On our podcast, James talks about how destinations are using mobile location data to inform their early recovery plans, how residents sentiment data can help with recovery and rebuilding and how collaboration will fuel the future of tourism. What You Will Learn in This Episode: James’ vision with Rove and the services they offer The two areas in which Rove works with tourism organizations to help them utilize data How Rove has used data to help tourism organizations navigate the pandemic The tourism dashboards Rove is building all over the world, and how they work How Rove is tracking resident sentiment to support destinations and drive tourism traffic How mobile location data and other sources are being used creatively to help destinations recover What role data will play in transforming destinations to fit the “new normal” How this data collection and analysis process will eventually be able to span multiple destinations and entire regions Rove Marketing James Sauter is a partner and co-founder of Rove Marketing. Rove is a leading tourism data, analytics, and consulting firm focused on helping tourism organizations become more data-driven, so they are better positioned to navigate change, maximize travel visitation, and ultimately drive revenue growth. On our podcast, James talks about how destinations are using mobile location data to inform their early recovery plans, how residents sentiment data can help with recovery and rebuilding and how collaboration will fuel the future of tourism. He explains how we can better use data to plan for the future during these uncertain times. The Power of Data Collection Before COVID, everything pointed to massive growth in the tourism industry. It was a major opportunity for Rove to get in on the ground floor and help tourism organizations make better decisions by leveraging data technology and their insights. They accomplish this by providing full-service consulting and data collection services under one roof. And data collection is more important now than ever. It has played a huge role in understanding what is happening in the travel industry as consumer trends/government regulations change. Using that information, DMOs can plan the best course of action and pivot as needed. How to Use the Data You Collect One of the areas where James’ team found its stride was with mobile location data. As we work through this fragmented reopening process, it is important to know where people are, where they’re visiting within a location, how long they’re staying, and their demographic. This can help destinations drastically during the early stages of recovery. They are also using creativity to leverage data in other ways, such as sourcing rating and review information. Rove can pull all of the reviews for restaurants, hotels, attractions, etc. and put them into a scale to track performance. Obviously, when COVID hit, there was a dip in data for this tool, but everything is proving extremely valuable as tourism reopens. Website: www.rovemarketing.ca LinkedIn: https://www.linkedin.com/in/jamessauter/ https://www.linkedin.com/company/rove-marketing/ Email: james.sauter@rovemarketing.ca 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 Destination on the Left’s solocast episode, we share the process that our team recently developed to reset our forward-thinking mindset. We found that when you challenge yourself and your team to move past the perceived limitation of uncertainty and stay focused on the future, many opportunities will appear. This solocast is an opportunity to discuss our company’s experience and the tools we used to get back on track during the pandemic’s challenging times. What You Will Learn in This Episode: How to assume a solutions-oriented, forward-thinking mindset during this challenging pandemic The meeting agenda we use for our team strategy meeting How to implement the processes from Gino Wickman’s “Traction” in your own organization The benefits of performing a SWOT analysis to generate forward-focused questions that guide your team’s discussion How to use Traction’s IDS process to solve unique business problems that arose during your strategy meeting How to create a forward-focused gameplan and define every team member’s role so you can execute with maximum efficiency Working Together to Plan for the Future In Destination on the Left’s solocast episode, we share the process that our team recently developed to reset our forward-thinking mindset. We found that when you challenge yourself and your team to move past the perceived limitation of uncertainty and stay focused on the future, many opportunities will appear. This solocast is an opportunity to discuss our company’s experience and the tools we used to get back on track during the pandemic’s challenging times. Strategic Meeting One of the first pieces of our process is the meeting strategy. Using techniques from Gino Wickman’s book Traction, we run through financials, new projects, accomplishments, upcoming projects, and our current business plan that was updated in May. Our business plan depicts the Traction model, which includes our core values, mission, vision, marketing strategy, and 3-year picture. This segues into a SWOT analysis (strengths, weaknesses, opportunities, and threats). From there, we move to forward-focused questions segment about our team and performance as an organization. Then, we used those questions to identify goals that will carry us through the end of the year and into 2021. Identify and Solve Your Issues The IDS format is another Traction piece that we have used to maintain a forward-thinking mindset. With this method, you first identify the problem you want to solve, then collect feedback from your team, and work together to figure out the best solution. In our case, it was whether or not to renew our lease given the current circumstances of COVID-19. We weighed the pros and cons of working from home, and the IDS process prevented us from talking in circles so we could reach a solution. Once everyone on your team understands the gameplan and knows their role in how you’re going to move forward, you will build momentum extremely fast. Email: nicole@breaktheicemedia.com 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