Destination On The Left

Sanger is the leading ambassador and advocate for museums in New York. She produces programs that promote best practices and deepen connections with members and constituents. She seeks new programs and funding opportunities for museums and the organization; maintains and develops relationships with stakeholders including museum professionals, industry partners, state and federal funding agencies, private foundations, local, state, regional, and federal government officials, and leaders of peer institutions and arts organizations. Created a state-wide partnership with Smithsonian Institutions Museum on Main Street Program. Doubled organizational membership and income. Instrumental in legislative initiatives to secure new state funding sources for museums. Destination on the Left is joined again by Erika Sanger, Executive Director of the Museum Association of New York State! She made her first appearance on Episode #25, where we talked about the role of museums in New York State’s tourism and economic development. But a lot has changed since then. On our podcast, Erika discusses the different ways museums continue to innovate and change to meet visitor needs during the pandemic. From online and virtual programming to redefining the physical spaces, this part of our industry is doing everything possible to adapt. What You Will Learn in This Episode: Erika’s role as the Executive Director of the Museum Association of New York State How the changes Erika’s organization has made over the last several years prepared them to pivot during the pandemic How Erika has helped and supported other members of her industry throughout the pandemic Which parts of the museum have taken the largest hit from the pandemic, and how that will impact them moving forward The silver linings to the global pandemic and its impact on museums How museums have leveraged different platforms to create a profound virtual experience for visitors to enjoy at home The Museum Association of New York State Erika Sanger is the Executive Director of the Museum Association of New York State. She made her first appearance on Episode #25, where we talked about the role of museums in New York State’s tourism and economic development. But a lot has changed since then. On our podcast, Erika discusses the different ways museums continue to innovate and change to meet visitor needs during the pandemic. From online and virtual programming to redefining the physical spaces, this part of our industry is doing everything possible to adapt. Stretched Thin, But Still Fighting It has been nearly six months since the global pandemic shut down our world economy, closed borders, and brought the travel industry to a complete standstill. We are doing everything in our power to keep up, and the levels of creativity and collaboration in the travel industry are evolving at an unprecedented rate. As the world slowly re-opens under limited circumstances, associations like the Museum Association of New York State are leading the charge, helping the struggling industry stay afloat and build momentum. The Post-COVID Museum Experience All of this change and adaptation begs the question, what will the post-COVID museum experience and landscape actually look like? With such a massive economic hit, many of the client-facing positions of the industry have been eliminated. We have lost so many future leaders of their respective fields, and the only thing museums can do is hope for more support and continue to be resilient. Increased social media presence, data collection, and a general pivot to virtual was the ultimate savior of museums at this time. They are creating the virtual mirror of the museum experience as we know it, and it has seen great success. Website: www.nysmuseums.org LinkedIn: https://www.linkedin.com/in/erika-sanger-7b8202a/ https://www.linkedin.com/company/museum-association-of-new-york Facebook: https://www.facebook.com/nysmuseums Twitter: @erika3791 @nysmuseums

Kate Scopetti is living a full life revolving around a passion for travel, plus an exceptional ability to develop super creative and truly unique experiences, naturally led to the creation of the categorically successful Mid Atlantic Receptive Services, (MARS) and its subsidiaries: Go Performing, Go Student Tours, Go Sports Tours, and SoccerTours.net. Destination on the Left is joined by Kate Scopetti, President and owner of MARS & Companies (Mid-Atlantic Receptive Services). On our podcast, Kate joins us to talk about the group travel industry, the work her organization is doing to prepare for recovery, and why collaborations are more important than ever. She explains her philosophy of “opening our minds to where the opportunities lie,” and talks about how that philosophy is applied in her own businesses. What You Will Learn in This Episode: Kate’s background and her journey into the travel and tourism industry The evolution of MARS & Companies since its inception What MARS & Companies is doing to prepare for recovery after the pandemic How MARS & Companies transformed into a true wholesaler How Kate has used creativity to help MARS stand out from the crowd The different strains of collaboration in the group travel industry Why collaboration is more important than ever in the group travel industry Kate’s philosophy of “opening our minds to where the opportunities lie,” and how that philosophy is applied in her own businesses How the group travel industry has been affected by the global pandemic MARS & Companies Kate Scopetti is the President and owner of MARS & Companies (Mid Atlantic Receptive Services). With a full life revolving around a passion for travel, Kate has developed an exceptional ability to craft extremely creative and truly unique experiences that led to the formation of MARS and its subsidiaries. On our podcast, Kate joins us to talk about the group travel industry, the work her organization is doing to prepare for recovery, and why collaborations are more important than ever. She explains her philosophy of “opening our minds to where the opportunities lie,” and talks about how that philosophy is applied in her own businesses. Transforming into a True Wholesaler MARS & Companies initially started as a receptive company in the Mid Atlantic Region. They developed a substantial following in the DC area as the go-to experts for tour operators and other agents in the area. They worked collaboratively with this regional network of tourism professionals to connect different types of clients with different types of products throughout the year. And from there, they transformed into a true wholesaler. MARS & Companies now offer products around the world, and they still have a significant amount of clients that were with them from the beginning. Creativity in the Group Travel industry Collaboration has enabled Kate to build a powerful foundation and client base, but the use of creativity really helped MARS & Companies stand out from the pack. Kate and her team use creativity to build unique, custom strategies for their clients based on the specific needs and goals of each one. As a wholesaler, they can help their clients grow by expanding their product offerings without adding a significant amount of labor. Using creativity during these difficult times is only going to yield new solutions that will become part of your product line when things pick up again. As we make our way out of this pandemic, that is important to remember. Website: www.takeafuntrip.com LinkedIn: https://www.linkedin.com/in/kate-scopetti-5126b516/ https://www.linkedin.com/company/mid-atlantic-receptive-services/about/ Facebook: https://www.facebook.com/MidAtlanticReceptiveServices https://www.facebook.com/GoPerforming https://www.facebook.com/GoStudentTours https://www.facebook.com/SoccerTours.net Twitter: @takeafuntrip

Kathy Casstevens is the Marketing Director at Starved Rock Lodge. She is also a photographer, tourism professional, and lover of nature. Kathy launched GnatTravel a year ago to promote travel in a different way. She is also the chair of the LaSalle County Tourism coalition. Destination on the Left is joined by Kathy Casstevens, the Marketing Director at Starved Rock Lodge. During our conversation, Kathy shares her journey into destination marketing and talks about how she has used creativity and collaboration to market Starved Rock Lodge on a shoestring budget. She provides a bunch of tips and insider hacks for marketing that will drive results at any destination, and she walks us through the content strategy that helped bring over two million visitors through Starved Rock last year. What You Will Learn in This Episode: Kathy’s journey into destination marketing with Starved Rock Lodge How Kathy has used creativity and collaboration to highlight Starved Rock’s unique features and make it stand out from the crowd How Kathy leverages digital photography to drive visitor traffic at Starved Rock Different platforms Kathy is using to share Starved Rock’s massive digital photo library Systems and processes Kathy has in place to manage her content strategy How Kathy has been communicating with the press during lockdown Different collaborations that have helped Starved Rock Lodge grow its visitor base Starved Rock Lodge Kathy Casstevens is the Marketing Director at Starved Rock Lodge in Utica, IL. She joins Destination on the left to share her journey into destination marketing and talk about how she has used creativity and collaboration to market Starved Rock Lodge on a shoestring budget. During our conversation, Kathy provides a bunch of tips and insider hacks for marketing that will drive results at any destination. She walks us through the content strategy that helped bring over two million visitors through Starved Rock last year, and she discusses some of the exciting projects on the horizon that aim to generate even more traffic next year. What Makes You Unique? Starved Rock Lodge is nestled in the heart of Starved Rock State Park in North-Central Illinois. It is such a unique place because it completely disrupts the rolling meadows and cornfields with 18 glacier-cut canyons, seasonal waterfalls, and unbelievable views. The actual lodge sits atop an 80 ft bluff overlooking Starved Rock on the Illinois River. And as you can imagine, there is a lot of material to work with in designing a marketing campaign that sets Starved Rock apart from the pack. Last year, they had over two million visitors come through their destination, and as travel and tourism start to pick back up, they plan to do more. Photography is one of the primary tools Kathy will use to accomplish that goal. Build Your Content Library When Kathy started working at Starved Rock Lodge, they literally had ONE digital photo. Now, they have a digital library of hundreds of thousands. With such an unusual landscape in an unsuspecting geographic area, being able to show prospective travelers what makes it unique is vital to their marketing efforts. Over the years, Kathy has expanded the range of platforms Starved Rock uses to promote it’s massive digital photo library, and she is able to reach a significantly greater audience through apps like tik tok, Instagram, and a handful of others. Staying organized is a challenge in and of itself, but if you can build a massive content library of your own, there is so much you can do with it at any given time. Website: https://www.starvedrocklodge.com/ LinkedIn: https://www.linkedin.com/in/kathy-casstevens-4789497/ https://www.linkedin.com/company/starved-rock-lodge-and-conference-center/ Facebook: https://www.facebook.com/starvedrocklodge Twitter: @StarvedRockLdge @kcstarvedrock

Rachel Laber Pulvino is a Rochester native who has the privilege of promoting her hometown on a daily basis as the Director of Public Relations and Communications for Visit Rochester. In this role, Rachel is regularly reaching out to regional, national, and international media to share Rochester’s story, and help media and visitors alike discover the activities and attractions that make Rochester an ideal destination. Raised in Rochester, Rachel attended SUNY Geneseo, where she earned a B.A. in Communication and continued on to the S.I. Newhouse School of Public Communications, Syracuse University for graduate school, where she earned an M.S. in Public Relations. Rachel is an active member of the Public Relations Society of America, Rochester Chapter, currently serving on the board, while also volunteering on the programming and PRism award committees. Rachel also volunteers her time for the SUNY Geneseo Alumni Association Board of Directors as well as Big Brothers Big Sisters Greater Rochester. Rachel is a proud resident of the City of Rochester where she resides with her husband, Rich Pulvino. When she’s not playing tour guide to visiting travel writers on the weekend, you can find Rachel visiting wineries in the Finger Lakes, at arts and cultural performance, or at Wegmans. Destination on the Left is joined by Rachel Laber, the Director of Market Communications and Public Relations for Visit Rochester. She joins Destination on the Left again to talk about what the Visit Rochester team is doing to support their tourism industry partners through the pandemic. Rachel originally appeared on Episode #57, where we talked about driving tourism in Rochester, NY through creativity and collaboration. She is here to expand on that and talk about the different programs and response measures her team has taken over the past four months. What You Will Learn in This Episode: How Visit Rochester pivoted to help the community respond to the pandemic The development of Visit Rochester’s digital content strategy for the local market The ROC acronym and how Visit Rochester has used it to navigate the pandemic How Visit Rochester began to create new programs after learning that the pandemic was going to be a long-fought battle What Visit Rochester did to help local businesses in the community thrive during the reopening phase How the ROC Ready Promise is providing a sense of safety to visitors in the reopening phase The creation and execution of Visit Rochester’s Rediscover Rochester campaign A Lifeline for the Community Rachel Laber is the Director of Market Communications and Public Relations for Visit Rochester. She joins Destination on the Left again to talk about what the Visit Rochester team is doing to support their tourism industry partners through the pandemic. Rachel originally appeared on Episode #57, where we talked about driving tourism in Rochester, NY through creativity and collaboration. She is here to expand on that and talk about the different programs and response measures her team has taken over the past four months. From the initial lockdown to the reopening phase, Visit Rochester has remained nimble throughout. This is a look into the challenges they faced during quarantine, and how they overcame them to continue supporting the industry. Visit Rochester’s Massive Pivot When the stay-at-home order first went into effect back in March, Rachel and her team had to act swiftly. They began meeting and ideating daily to try and plan for what might be coming down the pipeline, and fight or flight took over. Instead of burying their heads in the sand, Rachel and her team approached the problem as realists, identifying what challenges were on the horizon, and what they could do to support their stakeholders at that moment. Visit Rochester pivoted right away, and within 24 hours, they shifted their efforts from marketing Rochester to outsiders to speaking directly to their local audience. Knowledge is Power Visit Rochester dedicated itself to promoting local businesses. They helped organize and roll out virtual events that their attraction partners were putting together. And ultimately, they became a conduit of information. Rachel and her team were fiercely on top of all developments in government regulation and response, and they made sure their partners were informed so they could plan their next moves accordingly. It inspired a powerful digital content strategy that is still driving traffic for all of their partners today, and it took the organization’s creative and collaborative function to an entirely new level. Launch of Rediscover Rochester campaign: http://www.visitrochester.com/rochester-rising/ Website: http://www.visitrochester.com/ LinkedIn: https://www.linkedin.com/in/rachellaber/ https://www.linkedin.com/company/visitrochester/ Facebook: Facebook.com/VisitRochester Twitter: @rachellaber @VisitRochester

Curt Bedei is the Executive Director for the Ottawa Visitors Center in Ottawa, Illinois. He was hired in 2011 as the Graphics Design Manager to handle the botanical brand management. Since then, Curt has worked his way up, earning a certificate in Not For Profit management. In 2015, he had the opportunity to take on his current role. Curt sits on many boards and committees related to tourism, such as the Heritage Corridor CVB, LaSalle County Tourism Coalition, the Looking For Lincoln/ Abraham Lincoln National Heritage Area, and the Ottawa History and Scouting Heritage Museum. Curt has always lived in the Ottawa Area, and he loves history and traveling so this seemed like a natural fit. Destination on the Left is joined by Curt Bedei, the Executive Director for the Ottawa Visitors Center in Ottawa, IL. On our podcast, Curt shares his journey into travel and tourism and talks about the creativity and collaborative efforts OVC has made to help their destination thrive. Learn about Ottawa’s community-driven approach branding, and find out how they are responding to the difficult challenges brought forth by 2020. What You Will Learn in This Episode: Curt’s journey into travel and tourism in Ottawa, IL Curt’s advice to anyone who is graduating or just getting into travel and tourism during these difficult times How the OVC has been able to make Ottawa, IL stand out from the crowd How Curt and his team have used creativity and collaboration to help tourism thrive in Ottawa What Curt and his team did to develop the botanical brand for Ottawa, IL How Curt and his team engaged the city and community in their rebranding process How the OVC has responded to the new challenges posed by 2020 What Curt’s team is doing to drive traffic to the outdoor attractions when a lot of other stuff is closed New projects in the works at OVC for 2020 and 2021 Ottawa Visitors Center Curt Bedei is the Executive Director for the Ottawa Visitors Center in Ottawa, Illinois. During his conversation with host Nicole Mahoney, Curt explains how Ottawa lives out its botanical brand. He talks about the discovery process for identifying what truly makes Ottawa stand out from the pack. And as a community, they have focused on developing an experience to live out the brand promise. Curt joins Destination on the Left to talk about how the Ottawa community has responded to the difficult challenges of 2020. He also dives into the regional collaboration that brought a national television program to their destination, which is still paying dividends today. Stay the Path Like many of the guests on Destination on the Left, Curt sort of stumbled into tourism. However, he quickly discovered that it was his calling, and since 2015, he hasn’t looked back. Curt has had an inspirational career as the Executive Director. But before he ever started climbing the ranks, Curt had no idea where he would end up. He was a graduate of the Great Recession; a position similar to what many budding travel and tourism professionals are facing today. But because of that, Curt is no stranger to difficult times in this industry. He stresses the importance of staying your path and pushing forward no matter what because you can’t plan for the opportunities that this industry will bring. You just have to be ready to capitalize on them when they arise and let nothing else get in your way. Rebranding Ottawa Curt’s relentless determination is one of the main reasons the Ottawa Visitors Center has experienced such great success since he took the helm. When he joined the team at the Ottawa Visitors Center, they were looking to rebrand in order to stand out from the crowd and lift the community up. Curt and his team used creativity and collaboration to make that happen. They came up with the botanical brand in 2012, which focused heavily on developing gardens, art, and culture in the community. They revitalized the downtown area and did everything in their power to create a greater sense of pride in the community. This was all accomplished in collaboration with the city and the community itself—and the high level of support that was generated through this focus on engagement produced astonishing results. Website: www.pickusottawail.com LinkedIn: https://www.linkedin.com/in/curt-bedei-nfpc-a5973915/ https://www.linkedin.com/company/ottawa-visitors-center-inc/about/ Facebook: https://www.facebook.com/OttawaVisitorsCenter/ LinkedIn: https://twitter.com/pickusottawail LIVE EVENT: The Ottawa Visitors Center is hosting a virtual experience with Abraham Lincoln on August 12th at 7 pm. The live, online performance will combine period music with conversation and narrative by President Lincoln, using Lincoln’s own words, while illuminating Lincoln’s use of communication as a personal and political tool. This engaging show features Lincoln impersonator George Buss, and Illinois folk musician and folklorist Chris Vallillo. The performance will be followed by a Q & A with Buss and Vallillo. More information can be found on their website.

For Destination on the Left’s solocast episode, I want to talk to you about virtual events. Our team has been working with several clients to assist them with virtual event planning, and so much valuable information has come out of our experiences. On our podcast, we talk about why you should consider virtual events, what a virtual event is, and how to host your own virtual event. We also walk through a virtual event case study that exemplifies the process of turning a live event into a virtual event. What You Will Learn in This Episode: Why you should consider virtual events for your business What virtual events are and how they are structured The different types of virtual events How to host a virtual event, and the technology behind it How to determine what type of virtual event is best aligned with your organization’s goals The benefits and drawbacks of using the video feature in virtual events The best digital platforms you can use to conduct your virtual events Live content vs. prerecorded How to incorporate interactive elements into your virtual event Are Virtual Events Right for Your Business? For Destination on the Left’s solocast episode, I want to talk to you about virtual events, Our team has been working with several clients to assist them with virtual event planning, and so much valuable information has come out of our experiences. On our podcast, we talk about why you should consider virtual events in the first place. Then, we look at what a virtual event actually is, and how to host your own virtual event from a technological perspective. We also walk through a virtual event case study that exemplifies the process of turning a live event into a virtual event. This is a huge opportunity for all types of businesses, and it will provide you with tons of useful skills and content as business resumes. Virtual is Here to Stay There is a lot of skepticism around virtual events. Businesses aren’t quite convinced of their longevity, engagement, and trackability. But the reality is that virtual events are here to stay. As hybrid events become the norm, there will be tons of new audiences to reach in new ways. Virtual events provide a one-on-one, intimate meeting style where buyers and sellers can plan for the future. In group settings, more people can participate in virtual events due to lower costs and lack of travel requirements. On top of that, all of the digital assets created for virtual events can be leveraged over and over again as time moves on. You can build on what you have, and repurpose content to build a robust resources library that will continue to generate business down the road. Working with Strategic Partners From virtual summits and conferences to consumer activations and award ceremonies, there are a bunch of different types of virtual events that your business can host. Depending on your organization’s goals, resources, and timeline, some virtual events are much more effective than others. Marketing agencies are in the best position to help you select the best option and put it together because they utilize content development and digital marketing strategies on a daily basis. Even if you don’t have most of the skills needed to develop a virtual event in-house. It is easy to collaborate with a strategic partner and create something memorable. Virtual events are a great way to build momentum as lockdowns are lifted, so I highly recommend incorporating one into your 2020 marketing strategy. Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia

JoAnna Haugen is a seasoned writer, speaker, and founder of Rooted, a solutions-storytelling platform. Her work has been published in more than 60 print and online publications, including Fast Company, Popular Science, Mongabay, BBC, and CNN. Her time as a returned Peace Corps volunteer, commercial travel writer, intrepid world traveler, international election observer, and American expatriate informed the establishment of Rooted, a storytelling platform at the intersection of sustainable travel, environmental conservation, and community-focused advocacy efforts. Rooted’s mission is to responsibly document, support, celebrate, and share sustainable travel initiatives that put communities first and to help others do the same. Learn more about JoAnna’s background here: https://www.joannahaugen.com/about/ Destination on the Left is joined by JoAnna Haugen, the founder of Rooted, a solutions storytelling platform. On our podcast, JoAnna and I have an amazing conversation about using the diverse voices of a local community to help tell that destination’s story. JoAnna talks about how the world is a messy place, and she shares her thoughts around embracing the messiness to develop a greater sense of authenticity. Learn how JoAnna uses authenticity, creativity, and collaboration to navigate the new challenges posed by the global pandemic. What You Will Learn in This Episode: JoAnna’s journey into the travel and tourism industry Why JoAnna was inspired to combat the damage caused by travel writing by creating her own storytelling platform How Rooted is helping destinations thrive Rooted’s three target audiences, and how the platform brings them together as a cohesive force How JoAnna is using her platform to promote responsible travel communication and sustainable travel How JoAnna’s experiences in Kenya shaped her entire perspective of the travel and tourism industry JoAnna’s perspective on what destinations should be doing to stand out from the crowd How destinations can embrace the diverse voices of their communities Different ways destinations are using authenticity, creativity, and collaboration to navigate the new challenges posed by the global pandemic Projects that JoAnna will be introducing in the near future Best practices from JoAnna’s Collaboration in Crisis Guide The Power of Storytelling in Travel and Tourism JoAnna Haugen is the founder of Rooted, a solutions storytelling platform seated at the intersection of sustainable travel, environmental conservation, and community-based advocacy efforts. On our podcast, JoAnna and I have an amazing conversation about using the diverse voices of a local community to help tell that destination’s story. JoAnna talks about how the world is a messy place, and she shares her thoughts around embracing the messiness to develop a greater sense of authenticity. Learn how JoAnna uses authenticity, creativity, and collaboration to navigate the new challenges posed by the global pandemic. Local Solutions with a Global Impact JoAnna says that “local solutions can have a global impact,” and that nugget inspired her to look for ways to combat the damage and destruction that travel writing has on the destinations we travel to and the people we meet while we’re there. It culminated in the creation of her storytelling platform “Rooted,” which aims to responsibly document, support, celebrate, and share sustainable travel initiatives that put communities first and help others do the same. We need to communicate about people, places, and the planet in a way that can activate impactful change. To accomplish this, JoAnna focuses on three specific audiences: travel service providers, representatives for local travel initiatives, and content creators. Responsible, Sustainable Travel and Tourism Many of us travel to certain places because the people there have shaped the destination as we know it. At the end of the day, JoAnna’s goal is to lift up local people, enterprises, and communities to highlight the work they’re doing and create vibrant destinations. That is what drives Rooted’s initiative to amplify everything being done on the local level. And in the midst of this global pandemic, we have an opportunity to tell an even greater story. If we want to maintain a sustainable travel and tourism industry moving forward, we need to do so in a way that lifts destinations up and paints them as something more than a pretty backdrop. Rooted’s bi-weekly newsletter: https://www.joannahaugen.com/rooted/ Website: https://www.joannahaugen.com/rooted/ LinkedIn: https://www.linkedin.com/in/joannahaugen/ Twitter: @joanna_haugen

There’s a southern accent, where Courtney Kasper comes from. She is a Sweet Home Alabama native, Florida State and Syracuse University graduate, and a Poodle person. Courtney is the current Equal Rights Heritage Center Visitor Experience Manager. She is a former associate publisher of Today’s Central New York Woman, and a journalist with work featured in Time Out New York and Dance Magazine. Courtney is a direct descendant of Revolutionary heroine Nancy Morgan Hart, otherwise known as War Woman. Destination on the Left is joined by Courtney Kasper, the Visitor Experience Manager at the Equal Rights Heritage Center in Auburn, New York. On our podcast, Courtney and I have an amazing conversation where she shares her approach to “being patient where you are with your place in life.” We talk about the vast amount of ways that idea ties into her current work and the state of crisis we are currently experiencing. She walks us through the process she used to create a powerful brand identity for the building she was hired to manage. She also discusses the many collaborations and creative breakthroughs that enabled her organization to successfully navigate the challenges of the pandemic. What You Will Learn in This Episode: The purpose behind the welcome center and how it ties into Courtney’s backstory The collaborative nature of the City of Auburn Historic and Cultural Sites Commission How Courtney has used creativity to help Auburn stand out from other destinations in the area How Courtney overcame the challenge of developing the welcome center’s brand identity while preserving its history Different ways that Courtney has used creativity to navigate the pandemic What it means to “be patient where you are with your place in life” and how it relates to the work Courtney is doing now The Equal Rights Heritage Center Courtney Kasper is the Visitor Experience Manager at the Equal Rights Heritage Center in Auburn, New York. On our podcast, Courtney and I have an amazing conversation where she shares her approach to “being patient where you are with your place in life.” We talk about the vast amount of ways that idea ties into her current work and the state of crisis we are currently experiencing. She walks us through the process she used to create a powerful brand identity for the building she was hired to manage. She also discusses the many collaborations and creative breakthroughs that enabled her organization to successfully navigate the challenges of the pandemic. More Than a Welcome Center The Equal Rights Heritage Center is unique because it is technically the official welcome center for the city of Auburn, New York. It is the headquarters for the City of Auburn Historic and Cultural Sites Commission, which was started to create a round table for all of the different site directors so they could create strategies to boost tourism in Auburn together. With exhibits like “Seeing Equal Rights in NYS,” however, it is so much more than a welcome center. They are trying to promote tourism, but more importantly, they are trying to tell Auburn’s story and the stories of the amazing people who made Auburn what it is today. Creating a New Brand Identity The collaboration between all of the historic and cultural sites has yielded great results for the City of Auburn. But creativity is what really helped the destination stand out from the pack. The Equal Rights Heritage Center has so many things under one roof, so Courtney had to develop a brand identity that captured the right amount of everything. Through the Market New York program, Courtney was able to work with an agency to create a powerful campaign highlighting the unique welcome center building and its equal rights exhibit. They built out content to highlight the unique backstory of the building, and they designed events to celebrate other aspects of Auburn as well. It was a difficult challenge, but Courtney was able to reinvent the welcome center’s brand while preserving its history. National Susan B. Anthony House and Museum Votercade 2020 location on Saturday, June 13; Downtown Auburn Saturday Market June 20 – September 5; Auburn, NY Website: visitauburnny.com LinkedIn: https://www.linkedin.com/in/courtneykasper/ Facebook: https://www.facebook.com/equalrightsheritage/ Twitter: @NYSERHC

Adam Stoker has been in marketing now since 2007. In 2012, he got his first experience in marketing for tourism destinations. From that point forward, he knew he had found his passion. Since then, Adam has worked with destinations across the country to improve their marketing, branding, and use of technology. He is the President and CEO of an advertising agency focused on marketing for tourism destinations. It’s called Relic, and it’s in Provo, Utah. Adam started the Destination Marketing Podcast in May of 2019. After having so many amazing guests come on the show and share their knowledge, he realized he needed to curate all of that content into a book. This is his first time doing something like that and he’s really proud of it. Adam’s hope is to release a new edition every year, as the industry is always changing. He is a father of four and married to the girl of his dreams. Without their support, this never would have been possible. Adam lives in Salem, Utah. Destination on the Left is joined by Adam Stoker, the President and CEO of Relic, an advertising agency in Provo, Utah that specializes in destination marketing. On our podcast, Adam talks about the impact that the COVID-19 pandemic has had on the tourism industry as a whole. He shares examples of creative marketing that has helped destinations stand out at this time. And he also explains what destination marketers can do to reach the right audiences at the right time during reopening travel. What You Will Learn in This Episode: Adam’s journey into travel and tourism How starting his career during the Great Recession prepared him to deal with the COVID-crisis Brands that have done an amazing job using creativity and collaboration to stand out from the crowd The impact of crisis on creativity in the world of destination marketing How Adam’s agency has used creativity to overcome recent challenges How Adam helped his clients navigate the unique obstacles presented by the pandemic What Adam’s team came up with to help clients stay top of mind in a socially responsible way How Relic approached its clients’ recovery campaigns How to access Adam’s worksheet to create a plan and implement the changes Marketing for Post-Lockdown Travel Adam Stoker is the President and CEO of Relic, an advertising agency in Provo, Utah that specializes in destination marketing. He is also the host of the Destination Marketing Podcast, where he interviews industry experts from a wide range of tourism focuses. On our podcast, Adam joins us to talk about the impact that the COVID-19 pandemic has had on the tourism industry as a whole. He shares examples of creative marketing that has helped destinations stand out during this crisis. And he also explains what destination marketers can do to reach the right audiences at the right time in the reopening travel market. A Resurgence of Creativity There is a whole generation of people in the destination marketing industry that has not lived through a crisis. Adam’s journey into the travel and tourism industry started at the beginning of the great recession, and it ended up being a blessing in disguise. Learning how to navigate a crisis is going to benefit you for the rest of your career because challenges will continue to arise. Ten years of sustainable growth has devalued creativity in the travel and tourism industry, but this crisis has forced brands to find new ways to stand out from the crowd. DMOs generally operate within a small geographic area with similar features to their competitors, so it is important to move past the first idea at the brainstorming session. From Oregon’s animated campaign to Nebraska’s “Nebraska is Not for Everyone” campaign, there is a lot of good stuff out there right now. Backs Against the Wall Times of crisis produce some of the greatest challenges DMOs will ever have to overcome. But when our backs are against the wall, we inevitably do some of our very best work. Since every single one of Adam’s clients was facing similar struggles as a result of the pandemic, the first thing on the agenda was to create temporary destination messages to keep them top of mind. The next step was to help clients create their recovery campaigns, which for many of them would be the difference between having a job or not having a job when everything is all said and done. Adam’s team produced some of the greatest work they have ever done during that time, and it will have a significant impact on their clients moving forward. Adam’s Book: https://www.amazon.com/dp/B0866BMCNH/ Destination Marketing Podcast: https://www.relicagency.com/content Website: https://www.relicagency.com/ LinkedIn: https://www.linkedin.com/in/adamstoker/ https://www.linkedin.com/company/relic-advertising/ Facebook: https://www.facebook.com/RelicAdvertising/

Colleen Siuzdak is the Manager of VISIT Staten Island, a campaign run out of the Staten Island Borough President James Oddo’s Office of Tourism and Cultural Affairs. This office, created in June 2017, invites visitors to explore the borough’s many parks and cultural attractions, while encouraging residents to explore their own backyard. Start your journey to Staten Island on the free Staten Island Ferry and see the many offerings of the Unexpected Borough! Jennifer Sammartino is a former journalist and experienced communications professional with a particular interest in serving the community. She’s fresh off serving as the first-ever Director of Tourism and Cultural Affairs for the Office of the Staten Island Borough President. And she is ecstatic to take on new challenges as Deputy Chief of Staff. Destination on the Left is joined by Colleen Siuzdak and Jennifer Sammartino from the Staten Island Office of Tourism and Cultural Affairs. During our conversation, Colleen, Jennifer, and I discuss the different ways VISIT Staten Island entices visitors to explore the Unexpected Borough. We talk about the challenges of marketing a destination so close to Manhattan, and the creative ways in which VISIT Staten Island has collaborated to boost tourism! What You Will Learn in This Episode: Colleen and Jennifer’s journey into the travel and tourism industry How the free Staten Island Ferry has made an impact on the Unexpected Borough’s visitor numbers Why the VISIT Staten Island campaign entices visitors to explore the many offerings of the Unexpected Borough The challenges of marketing a destination in such close proximity to Manhattan Creative ways in which VISIT Staten Island has collaborated to boost tourism How the decline in international travel has impacted their marketing strategy How Colleen and Jennifer have embraced Staten Island’s parks and lower population density as they restructure their marketing efforts Best practices that have made Colleen and Jennifer’s partnerships successful How Colleen and Jennifer are taking a more holistic approach to destination marketing VISIT Staten Island Colleen Siuzdak and Jennifer Sammartino join us from the office of the Staten Island Borough President, James. S. Oddo! Colleen is the manager of VISIT Staten Island, a campaign highlighting the borough’s many parks and cultural attractions for visitors and locals alike. Jennifer is the Deputy Chief of Staff for the Office of Tourism and Cultural Affairs. Together, they form an unstoppable destination marketing team. In our conversation, Colleen, Jennifer, and I discuss the different ways VISIT Staten Island entices visitors to explore the Unexpected Borough. We talk about the challenges of marketing a destination so close to Manhattan, and the creative ways in which VISIT Staten Island has collaborated to boost tourism! The Unexpected Borough As we all know, the tourism and hospitality industry is extremely competitive—especially when a destination is nestled in the heart of a tier-one city like NYC. To help the Unexpected Borough stand out from the crowd, Colleen and Jennifer stretched their creative and collaborative efforts as far as they would go. They worked with the Staten Island Chamber of Commerce to hire a marketing agency that could help with some of the heavy lifting. They held workshops with cultural stakeholders in the area such as museums and art galleries, so they could rebrand Staten Island through that lens. Colleen and Jennifer created a unique and refreshing image for Staten Island, which gave them a platform to form partnerships and build itineraries moving forward. You Haven’t Seen New York Until You’ve Seen Staten Island The ”Unexpected Borough” tag line has taken off, and people are using it everywhere. It has been so well-received because the entire campaign is completely void of desperation and packed with confidence. Staten Island isn’t begging people to visit, they are asserting the notion that you haven’t truly seen New York without visiting Staten Island. There is so much to offer, and so much love to spread, which is why Colleen and Jennifer have seen such a great return on their investment in this project. When people finally do get to see Staten Island, they are proactively sharing their experiences for the world to see. It has created a compound effect that is driving visitor traffic to this day. Website: www.visitstatenisland.com https://w www.StatenIslandUSA.com LinkedIn: https://www.linkedin.com/in/visit-staten-island-7946a814a/ Jennifer’s LinkedIn: https://www.linkedin.com/in/jennifer-sammartino-mallen-212b414/ Colleen’s LinkedIn: https://www.linkedin.com/in/colleen-siuzdak-b6561a62/ Facebook: https://www.facebook.com/VisitStatenIsland/ Twitter: @SI_Tourism