Destination On The Left

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

Robb Wells, President and CEO of the Greater Beaufort-Port Royal CVB, has been a Destination Marketing Professional for more than 15 years. Starting his career as Executive Director for Duplin County Tourism in North Carolina before moving to become Sr. Director of Marketing at the Knoxville Tourism & Sports Corporation and then became Vice President of the Tourism Division for the Beaufort Regional Chamber of Commerce before taking on his current role as President and CEO of the CVB. Robb is successful at establishing the vision and strategies necessary to ensure a destination's continued success. He excels at creating relationships, networks, and business connections while partnering with all core tourism constituents to significantly increase the area's visitor experience and overall economic impact. In this episode of Destination on the Left, we are joined by Robb Wells, the President and CEO of the Greater Beaufort-Port Royal Conventions and Visitors Bureau in South Carolina. During this conversation, Robb discusses his journey in the travel and tourism industry, and he shares invaluable lessons about responding to adversity and uncertainty. Learn how Robb's organization is using creativity and collaboration to cut through the noise and make a positive impact on the Beaufort community. What You Will Learn in This Episode: Robb's journey into the travel and tourism industry Robb's role as the President and CEO of Greater Beaufort-Port Royal CVB How Robb's experience with collaboration and interdepartmental connectivity has changed since he first started Why partnerships shape the perception of DMOs in their communities How Robb has used creativity to make Beaufort stand out from the crowd How Beaufort builds powerful public relations campaigns to cut through the noise How Robb uses creativity to overcome the adversity and uncertainty of hurricane season Future projects for the light at the end of the tunnel How Robb is working with other departments and organizations to create something bigger than themselves Advice for how to approach a successful collaboration Greater Beaufort-Port Royal CVB Robb Wells is the President & CEO at Greater Beaufort-Port Royal CVB in South Carolina. Robb started his journey in travel and tourism with a DMO in a small rural community that was still under economic development. The lessons and experience Robb picked up in that role set the stage for his career and prepared him to lead the operation with the Greater Beaufort-Port Royal CVB. In this episode of Destination on the Left, Robb shares invaluable insights about responding to adversity. Robb's community has to prepare itself for hurricane season every year and the lessons he has learned from dealing with that uncertainty are widely applicable to other scenarios as well. Never Stop Learning Robb's first day on the job was a governor's conference. As a twenty-four-year-old who got thrown into the deep end, Robb had to learn on the fly and work outside of his comfort zone constantly. It is something most of us do now and then, but to this day, Robb is educating himself regularly to serve his community the best he can. Whether you find tourism or tourism finds you, it is important to stay ahead of the changing landscape by leveraging all of the resources you can find. Travel and tourism is a highly competitive space that requires creativity and collaboration to thrive in, and it is woven into the fabric of our communities' economies. More Than Tourism When Robb first got into the travel and tourism industry, everything in his community's tourism strategy was siloed. Robb put a lot of energy into facilitating interdepartmental connectivity and collaboration. He maintains that emphasis to this day because it shapes the way communities view DMOs. People might not understand the tourism industry, but they understand the role of a DMO in their community because of the prevalence of partnerships. Robb is working with his partners on things like content creation and festival production, contributing to an even greater presence of the CVB in Beaufort. Whether it is aggressive public relations campaigns or new attractions, Robb's organization is focused on a much bigger picture than tourism alone. They are making an impact on the Beaufort community with everything they do. Website: http://www.beaufortsc.org/ LinkedIn: https://www.linkedin.com/in/Robbwells/ https://www.linkedin.com/company/greater-beaufort-port-royal-convention-and-visitors-bureau/ Facebook: https://www.facebook.com/BeaufortSC Twitter: @Visit_Beaufort @WellsRobb

Jillian Blackbeard's passion lies in Africa Tourism and Conservation. She has been leading the industry for over 10 years specifically marketing, first for a Southern African hotel and resort chain, followed by five years as director for marketing and product development at Botswana Tourism Organisation, followed by Director for Africa for The World Travel and Tourism Association. She is now the CEO of The Victoria Falls Regional Tourism Association, the first purely private sector driven organization representing the entire KAZA region (Botswana, Namibia, Zambia and Zimbabwe) which is undertaking an ambition destination marketing strategy and campaign at all levels of the tourism supply chain. Jillian's passions extend to conversation, managing the Tlhokomela Endangered Wildlife Trust for five years and continues to support projects that link tourism with conservation. Over the past years she has spoken at international conferences and events on the importance of Intra-African Travel and opportunities and challenges for the sector across the African continent. On our podcast, we are joined by Jillian Blackbeard, CEO of The Victoria Falls Regional Tourism Association, the first private sector-driven organization representing Africa's KAZA region (Botswana, Namibia, Zambia, and Zimbabwe). During our discussion, Jillian shares how her association is creating a powerful, collaborative network to promote the many travel destinations worth visiting throughout the region. What You Will Learn in This Episode: How Jillian's career led her to travel and tourism, and how she helped form The Victoria Falls Regional Tourism Association How female mentors within and outside of the industry have had a profound impact on Jillian's career Why women in the travel trade, especially in Africa, face unique challenges and obstacles Why networking and forming relationships can create remarkable new opportunities Why Jillian's organization was formed to address a deep need in Africa's KAZA region How collaboration among many groups has become the backbone of Jillian's organization How the network has helped members more efficiently reuse their limited resources How the association takes a multi-destination approach to the region at all levels of the supply chain How broad reach and participation is helping position Africa as a desirable travel destination Creating a Powerful Collaborative Network Jillian Blackbeard, CEO of The Victoria Falls Regional Tourism Association, the first purely private sector-driven organization representing the entirety of Africa's KAZA region (Botswana, Namibia, Zambia, and Zimbabwe) and the region's many enticing travel destinations. During our discussion, Jillian shares how her association is creating a powerful, collaborative network to promote the many travel destinations worth visiting throughout the region. One Region, Many Destinations As Jillian explains during our conversation, one of the integral elements of her association that sets it apart from others like it is its focus on promoting the entire African region rather than one or two specific destinations. The association works to involve businesses at all levels of the supply chain to help cross-promote them and to help them share and repurpose their content and limited resources. By working together, each business is able to amplify its reach and minimize its marketing costs, while still reaping profound benefits and helping to elevate the entire region and its many destinations. The Power of Networking and Collaboration A theme that Jillian comes back to time and again during our discussion is the power of collaborative and mentor-mentee relationships. As she explains, women in the travel trade often face challenges different from male counterparts, especially in developing regions. Working together and forming a network of partnerships and mentorships can benefit everyone involved, as Jillian illustrates when she shares the profound impact other women mentors within the industry have had on her own career and opportunities. So too, forming a strong network of collaborators has helped The Victoria Falls Regional Tourism Association and its individual members pool resources to develop a unified message highlighting the region's many attractive qualities. The Victoria Falls Africa's Eden Digital Destination Solution Website: www.thevictoriafalls.travel LinkedIn: www.linkedin.com/in/jillian-blackbeard-50150b1

Julia Feuell grew up in Auckland, New Zealand and settled in the UK in the 1980s. She set up New Frontiers in 1993, recruiting staff all over the travel industry. In 2008, Julia had an idea to create a training academy for call center workers to learn about products and destinations online. This idea transformed into another business called OTT – a global product marketing and communications business accessed by more than 180,000 travel professionals in 17 languages and in 22 countries. Julia has actively participated in committees – AWTE (as Chair 06-08), Recruitment & Training committee for ABTA, City and Guilds National Advisory Committee (as Chair 2012) and People 1st training committee. She has been interviewed twice by the BBC for NEWS24. Julia was also a finalist for "Outstanding Services to the Travel Industry" by the Guild of Travel & Tourism and won "Woman Entrepreneur of the Year" at the 2008 Shine Awards. She enjoys Tai Chi, yoga, eating out in good company, and riding on the back of fast motorbikes! On our podcast, we are joined by Julia Feuell, Founder and Managing Director of OTT (Online Travel Training), a global product training and marketing platform for the travel trade. During our discussion, Julia shares how her organization is working to train travel professionals and prepare them for lasting post-pandemic changes in the industry, while also developing new partnerships and new technologies to help with industry recovery efforts. What You Will Learn in This Episode: How Julia and her team founded OTT as a training academy and grew their content offerings Why travel professionals across many aspects of the industry are OTT's target audience How OTT offers a unique platform for centralizing content and releasing it in 23 countries Why creative thinking is the solution to navigating the challenge of the global pandemic What innovative solutions and offerings OTT has created for members to help address today's challenges How and why OTT is opening its platform to new tourism niches such as domestic tourism How collaboration with competitors and adjacent tech has been a key component of OTT's efforts What advice Julia would offer to listeners looking to make strong partnerships and collaborations How OTT has teamed up with an economist to research and track the recovery process Training: The Key To Post-Pandemic Recovery Julia Feuell is the Founder and Managing Director of OTT (Online Travel Training, a global product training and marketing platform for industry professionals across all aspects of the travel trade. During our discussion, Julia shares how her organization is working to train travel professionals and prepare them for lasting post-pandemic changes in the industry, while also developing new partnerships and new technologies to help with industry recovery efforts. A Wide-Reaching Platform Julia's organization, OTT, is unique in that it has a broad global reach across 23 different nations and numerous and varied markets. OTT's clients are able to expand their message while also saving money on B2C advertising costs. Additionally, OTT hosts a vast learning library catering to travel professionals, with more than 200 courses on offer in the industry's largest e-learning platform. During this unique time of crisis, OTT has shifted its focus to helping industry professionals learn to adapt to the changing landscape of the travel trade as the global pandemic has dramatically (and in many cases, permanently) altered how the travel trade will work. Monitoring the Recovery Process and the Shifting Needs of the Industry One of OTT's core functions during this crisis is to help members cut through the confusing and often conflicting messages to better understand what is happening in the industry during this pandemic. Julia mentioned that domestic travel is likely to be an increasingly important share of the industry as people's travel habits and expectations change. In fact, during our conversation, one of the points Julia mentioned is that OTT is going to begin researching and collecting information from the global recovery effort to help members better understand what is and isn't working and to make more informed choices regarding capacity and where to focus their efforts. This information will prove invaluable as the travel trade begins moving forward again. 3 months of free training for all destinations and suppliers: www.ott.travel LinkedIn: www.linkedin.com/in/juliafeuell/ www.linkedin.com/company/ott/ Facebook: www.facebook.com/onlinetraveltraining/ Twitter: @julia_feuell @traveltraining 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/

A seasoned tourism executive with more than 35 years of experience in the industry, Don Welsh serves as the President and CEO of Destinations International. Since joining the association in March 2016, Welsh has implemented a strategic realignment for the association through a renewed commitment to focus on member needs to deliver the resources members have determined to be essential to the success of their organizations. Prior to joining Destinations International, Welsh served as the President and CEO of Choose Chicago. Welsh also held the CEO position at the Indianapolis Convention & Visitors Association and the Seattle Convention & Visitors Bureau. Prior to joining the destination marketing industry, Welsh served as senior vice president for Westin Hotels at its corporate headquarters, and has also held senior leadership positions in sales and marketing for Westin Hotels and Resorts, The Ritz-Carlton Hotel Company and the MGM Grand Hotel/Casino in Las Vegas. A seasoned tourism executive with more than 35 years of experience in the industry, Don Welsh serves as the President and CEO of Destinations International. Since joining the association in March 2016, Welsh has implemented a strategic realignment for the association through a renewed commitment to focus on member needs to deliver the resources members have determined to be essential to the success of their organizations. On our podcast, we are joined by Don Welsh, the President and CEO of Destinations International. In our discussion, Don shares his perspective on the impact the pandemic is having on the tourism industry. He explains the current and future role of DMOs, the funding challenges they are facing, and how the pandemic has equalized the tourism industry. What You Will Learn in This Episode: Don's perspective on the impact the pandemic is having on the tourism industry The roles of DMOs now and how they will change in the future The funding challenges DMOs are facing amidst the pandemic How the global pandemic has equalized the tourism industry How the relevance of tourism organizations has been exposed The concept of community shared-value and Don's new project, Destination Next How DMOs are being incorporated into reopening discussions How smaller destinations are approaching their reopening Why DMOs and the brands they uphold are instrumental in getting tourism moving again The Equalizer of Travel and Tourism Don Welsh is a veteran of travel and tourism, and he currently serves as the President and CEO of Destinations International. Throughout his career, he has accrued more than thirty-five years of experience in our industry, holding several senior leadership positions with international brands like Westin Hotels and Resorts, The Ritz-Carlton Hotel Company, and the MGM Grand Hotel/Casino. On our podcast, Don shares his perspective on the impact the pandemic is having on the tourism industry. He discusses the current and future role of DMOs, the funding challenges DMOs are facing amidst the global pandemic, and he also talks about how the pandemic has equalized the tourism industry. A Universal Flattening of Our Industry Don's organization represents more than six hundred CVBs and DMOs in over thirteen countries. So the good news is, he has a pretty strong grasp on what's happening in travel and tourism around the world. Unlike localized natural disasters and other disruptive events that are unique to each DMO, this pandemic has been an equalizer. It has been a universal flattening of our industry, and from South America to Europe, we are all experiencing a similar struggle. It has been a time of transformation, where historic highs for airlines, restaurants, and hotels were tanked almost overnight. We quickly learned what it's like to not have that, and DMOs are adapting as a result. More Relevant Than Ever For a long time, DMOs have made up an invisible industry. They operate quietly in the background doing significant work that often goes unacknowledged. But the relevance of tourism organizations in our communities has been exposed by the global pandemic. The concept of community shared-value ensures there is an alignment with tourism organizations and their local communities. To achieve sustainable tourism down the road, we need to promote the same level of understanding and awareness for DMOs as we do for other organizations in the community. A significant evolution must take place to respond to changes presented by the pandemic, and with the oversight of organizations like Destinations International, the process is already underway. Website: destinationsinternational.org LinkedIn: https://www.linkedin.com/company/destintl/ https://www.linkedin.com/in/don-welsh-76520b1a8/ Facebook: https://www.facebook.com/destintl/ Twitter: @destintl

Neal Sherman is the founder and President of TAGeX Brands, a global firm that creates marketplaces for surplus equipment, inventory, and other assets. With a sound foundation in the food industry, TAGeX has expanded into other sectors and focuses on generating return on assets and reducing waste. TAGeX Brands connects buyers and sellers in a common marketplace. The industries served include retailers, restaurants, grocery chains, manufacturers, distributors and convenience stores. ​ For over thirty years, TAGeX and its affiliated firms have helped clients deal with the challenges of growth, transition, and decline. Serving up to 35,000 locations per year, TAGeX has been a pioneer in the outsourcing of equipment and facility transitions. The firm boasts a multitude of sales channels that serve clients and customers across the nation. After years of growth and the need for a larger facility, TAGeX Brands relocated its operations from the Washington D.C. area to the Finger Lakes Region of Upstate New York, near Sherman's hometown of Geneva. This move was prompted by his role in the development of a 1,000-acre portion of the former Seneca Army depot. ​ Sherman is a committed member of the Young Presidents Organization, with 20,000 members in 300 Chapters in 100 Countries. He has served in a number of roles for the group including Chapter Chair of the Empire Chapter in Rochester, New York, home of YPO Founder Ray Hickok. Neal chaired the Miami YPO/WPO Global Leadership Conference. In 2017, Neal was inducted into the Fellows Program at the Culinary Institute of America, which is widely recognized as the world's premier culinary college with an industry-wide reputation for excellence and more than 49,000 alumni. ​ Sherman was appointed to the founding Executive Board of the Remanufacturing Industries Council (RIC). The RIC serves as the industry advocate for all sectors engaged in Remanufacturing, a market valued at over $100 billion, employing over 500,000 people. ​ Among a variety of charitable pursuits has been a life-long commitment to cancer causes and disadvantaged youth. Sherman has been honored by a number of organizations including Young Women's College Preparatory School of Rochester, The Center for Youth, and New Leadership for Israel Bonds. His unique experience and perspective on the restaurant and broader business environment has been sought by the media, business leaders, and government officials. He has provided his perspective and analysis to a range of media outlets including the Wall Street Journal, CNBC, USA Today, The New York Times, Nation's Restaurant News, Franchise Times, and the Restaurant Finance Monitor. Sherman has also spoken at a number of industry conferences. Sherman has a BA in Government from The American University in Washington, D.C., studied Economics at the University of London and received a Masters of Business Administration from New York University. He has been a frequent lecturer on college campuses and an adjunct Professor of Marketing at Columbia Union College. ​ Neal has been married for over thirty years to his wife Pam, a lawyer, actress, syndicated columnist, and global speaker (www.ThePamSherman.com). They have launched two children in the world and live in Rochester, New York. On our podcast, we are joined by Neal Sherman, the founder and President of TAGeX Brands. In our discussion, Neal shares his perspective on the hospitality and food industries amidst the global crisis. He talks about what it will look like when we come out on the other side, and what strategies we can use to thrive during this crisis. What You Will Learn in This Episode: Neal's perspective on the hospitality and food industries amidst the global crisis What the pandemic has done to the restaurant and hospitality industries, and what it will look like when we come out on the other side Strategies that businesses in the hospitality and restaurant industries can use to thrive during this crisis How restaurants are adapting to the limitations of lockdown Some of the initial rollout contingencies we are seeing in Texas, and how restaurants are navigating them How these changes are forcing us to reinvent the restaurant experience How Neal helps businesses monetize what they aren't using Restaurants in Distress Neal Sherman is the founder and President of TAGeX Brands, a global firm that handles all aspects of facility closure and equipment liquidation in the food industry. TAGeX is a mediator between buyers and sellers of restaurant equipment, facilitating transactions in a common marketplace for the betterment of the industry as a whole. On our podcast, Neal shares his perspective on the hospitality and food industries amidst the global crisis. Neal's experience on the operations side of the restaurant business enables him to provide a unique viewpoint on what the pandemic has done to the industry. He talks about what it will look like when we come out on the other side, and what strategies we can use to thrive during this crisis. Change is Inevitable Many of us have seen the numbers depicting the impact that the global pandemic has had on the hospitality and restaurant industries. But Neal Sherman sees them through an entirely different lens. As of last week, 130,000 restaurants were closed in America, eight million people were displaced from their jobs, and the industry will lose about $225B in total. That number is only the operators—if you take into account all of the ancillary industries as well, the numbers are amplified. It is painful to watch, and even more painful to experience, but change is inevitable and we have to figure this out on our own. We can choose to sit in the corner and sulk, or we can get back in the ring and fight—it is our decision to make. Communication is Key The thin margins associated with the hospitality industry contribute to its volatility. But restaurants were not made to sustain protracted periods of time with no business. In most industries, businesses do not operate with a six-month cash reserve, and restaurants have even less of a cushion. They are doing what they can to adapt. Creative twists on take-out and delivery strategies are helping restaurant owners recoup some of their losses. But it is only making up around 10-20%. Restaurants have to balance reopening with what is feasible based on their books, but communication is the key to making it work. Many operators are negotiating sacred topics that are never traditionally negotiated, such as bank loans, rent, vendor terms, etc. It is not going to be easy Website: https://www.tagexbrands.com/ LinkedIn: https://www.linkedin.com/in/neal-sherman-0781016/ https://www.linkedin.com/company/tagexbrands/ Facebook: https://www.facebook.com/TAGeXBrandsLLC/ Twitter: @TAGexBrands 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/

A true visionary and entrepreneur, Brian has over 13 years of experience in the property management and vacation rental industry. Passionate about the budding potential of investing in the Finger Lakes region, and fueled by his love for the area and the outdoors, Brian was inspired to buy 80+ acres of local farmland. Dreaming of the possibilities this land could offer to the public, he formed Lincoln Hill Farms LCC and hired a team of various individuals with the necessary skills and talents to transform this beautiful farmland into an all-inclusive venue and agricultural attraction. When Brian is not busy working and managing his ventures, he enjoys relaxing with his wife and three children. He also enjoys supporting ROC City Values, a non-profit organization that he founded which sponsors a 5k Walk/Run each June in support of the Rochester City School District. In this episode of Destination on the Left, we are joined by Brian Mastrosimone, owner of Lincoln Hill Farms on Canandaigua Lake in the Finger Lakes Region of New York state. In our discussion, Brian talks about the challenges of launching his dream business. He also discusses his use of creativity in the development project, which has yielded numerous different types of uses for visiting guests to enjoy. What You Will Learn in This Episode: How the idea for Lincoln Hill Farms was conceived The different expansions and developments Brian spearheaded to make Lincoln Hill Farms what it is today Different types of events and facilities that you will find at the Lincoln Hill Farms compound What Brian has done to help Lincoln Hill Farms stand out from the crowd Brian's vision for Lincoln Hill Farms this year and in the future How Brian is navigating the challenges posed by the global pandemic Successful partnerships and relationships Brian has formed to collaborate and expand Lincoln Hill Farms Advice for people who are looking to become entrepreneurs in the travel and tourism space Lincoln Hill Farms Brian Mastrosimone is the owner of Lincoln Hill Farms, an agricultural attraction and entertainment venue in the Finger Lakes region of New York state. Brian's background in real estate enabled him to realize his vision for developing over seventy acres on Canandaigua Lake into a multipurpose agricultural destination. This project has spanned the last six years and it is finally coming to fruition, but by no means was it an easy ride. In this episode of Destination on the Left, Brian talks about the challenges of launching his dream business. He also discusses his use of creativity in the development project, which has yielded numerous different types of uses for visiting guests to enjoy. A Unique Agricultural Destination Today, Lincoln Hill Farms has expanded to ninety-five acres with three houses, a centralized barn, an event pavilion, and repurposed silos. They do anything from music concerts and family outings to corporate events and weddings. Despite all of the unique attractions that Lincoln Hill Farms has to offer, it is a working farm too. They have animals, an acre garden on which they plan to build a kitchen, and this year they are growing an acre of CBD plants as well. These elements of the farm are not their primary source of revenue, but it adds an extra layer of authenticity to amplify the experience. It takes a creative touch to achieve this type of balance and truly stand out from the crowd. Driven by a Creative Vision One of the main drivers of Brian's creativity is his decision to embrace the farm feel. It is a farm-based more on the space itself and how it is used rather than what the farm produces, and the concept has been unbelievably well received by tourists and locals alike. Everything they do is focused on catering to the visitor's experience and what those transitions will look like. While Brian navigates the challenges posed by the current global pandemic, he and his team continue to find new ways to realize their vision for Lincoln Hill Farms. Website: https://lincolnhillfarms.com/ LinkedIn: https://www.linkedin.com/in/brian-mastrosimone-b8306a198/ Facebook: https://www.facebook.com/lincolnhillfarms

Carla Pendergraft is originally from Minneapolis, Minnesota. She has a B.A. degree from the University of California, Santa Barbara, and has a master's degree in business from Texas State University. Since 1990, she has worked for the Waco Convention Center and Waco Convention & Visitors Bureau, first in the convention sales area and for the last 4 years, as Director of Marketing. Carla is the proud grandmother of Aviana, who is 8 years old, and Rosie, 2 years. In this episode of Destination on the Left, Carla Pendergraft, the Director of Marketing for the Waco Convention and Visitors Bureau, discusses the growth of tourism in Waco, Texas. She walks us through the introduction of tons of new attractions like Magnolia Market at the Silos, and she explains the impact that television shows like Fixer Upper have made on Waco's community and brand. What You Will Learn in This Episode: Carla's journey into the travel and tourism industry What Carla has done to help Waco stand out from the crowd How Waco overcame its negative image and increased tourism How the Waco brand has changed over the last thirty years The main drivers of tourism for Waco and how Carla has leveraged them How CVBs can do their job while serving the locals How destination marketers are playing a role in local support instead of just tourism alone Waco Convention and Visitors Bureau Carla Pendergraft is the Director of Marketing for the Waco Convention and Visitors Bureau in Waco, Texas. Since 1990, Carla has developed a broad perspective on the success of her community and the Waco brand. She was there for the Waco Siege of the Branch Davidians compound and witnessed the rebound of the Waco brand after the smoke cleared. There is a lot to be said about a community's willingness to band together and thrive, especially in times like these. That is why Waco continues to stand out after years with Carla at the helm. In this episode, we talk about the success of the Waco brand and how it has changed throughout Carla's carer. We also discuss the significant impact Magnolia Market at the Silos and Fixer Upper has made on the growth of tourism in Waco. An Uphill Battle Carla fell into the CVB world by accident, but she has been there for thirty years now without having the same job once. There are certainly some glamorous elements to the job, but for the most part, it is all about getting in the trenches and figuring out how to make your destination stand out. Because of Waco's history, standing out was never the problem. It created an uphill battle for destination marketers like Carla who were tasked with shedding Waco's negative image. Texans have always known Waco well, but people across the world determine the appeal of smaller destinations in one or two thoughts—if they are negative, it is a lot harder to market the destination. Putting Waco on the Map As time went on, the Waco community began to develop organically. Baylor was always a major driver of tourism and as the school grew, so did the travel market. Waco became home to many new attractions like the Waco Mammoth National Monument, the Texas Rangers Museum, the Texas Sports Hall of Fame, and it is the birthplace of Chip and Joanna Gaines' Fixer Upper on HGTV. Everyone in Waco has a story about how the television show impacted their life. It completely changed the public perception of Waco and made the CVB's job so much easier. Instead of fighting a negative image, they could focus on using creativity to grow. There is always a way to cut through the noise with creativity and collaboration, and Waco is a testament to that. Website: wacoheartoftexas.com LinkedIn: https://www.linkedin.com/in/carlapendergraft/ https://www.linkedin.com/company/waco-cvb/ Facebook: https://www.facebook.com/WacoCVB/ Twitter: @WacoAndTheHoT

Rebekah Greenhill is the director of sales and marketing at Greenhill Winery & Vineyards in Middleburg, Virginia. She and her husband, David Greenhill, also own and operate Middleburg Life magazine and Greenhill Stables. They are based in Middleburg during the summer and Wellington, Florida in the winter for the equestrian and polo season. In this episode of Destination on the Left, Rebekah Greenhill, the director of sales and marketing at Greenhill Winery & Vineyards, shares Greenhill's story. She explains what brought national and international recognition to this Virginia farm winery. And she talks about some of the strategic partnerships that helped them expand into new markets. What You Will Learn in This Episode: How Greenhill Winery & Vineyards shares the Virginia farm life with their guests The different types of strategic partnerships Greenhill formed to grow their business How Greenhill built an entirely unique experience for its visitors What Greenhill is doing to stand out from the crowd The types of visitors that Greenhill is targeting and how they target them How Rebekah has used creativity to solve unique marketing challenges in the wine industry How Greenhill is working with the local community to build its brand Greenhill Winery & Vineyards Last year we had the pleasure of doing an episode with Beth Erickson, the president and CEO of the Loudon Convention & Visitors Association. Loudon County has become the premier region of East Coast wine and Beth provided us with a glimpse into the development of Virginia's wine industry. So, to learn even more about the growth of Virginia's wine scene, we invited Rebekah Greenhill, the director of sales and marketing at Greenhill Winery & Vineyards, to join us next. In the latest episode of the Destination on the Left podcast, Rebekah explains how Greenhill designed a unique visitor experience and how they formed strategic partnerships to grow their business. 100% Virginian Wine The Virginia climate poses major challenges for winemakers in the area because the weather is erratic and the soil is not always perfect. So, one of the ways that Greenhill Winery & Vineyards stands out from the crowd is by embracing those challenges and showcasing the unique flavor profiles that they create. Greenhill uses 100% Virginia grapes while other local wineries outsource them, so it makes Greenhill more consistent, but it also captures the essence of Virginia's unique soil and climate. The 100% Virginian wines have received national and international recognition with characteristics that you won't find anywhere else in the world. Build a Unique Visitor Experience Another way that Greenhill Winery & Vineyards has cut through the noise and built their brand is by showcasing their identity as a privately-owned farm winery. Greenhill has truly embraced the farm life and it has been woven into the visitor experience as a whole. Guests get to witness the whole operation, not just the tasting room, and they have cows, honey bees, horses, and much more. Greenhill is inviting its visitors to join this lifestyle and be apart of a unique experience that very few wineries can offer. To learn more about the growth of the Virginia wine industry and what the future holds for Greenhill, listen to the latest episode of Destination on the Left. LinkedIn: https://www.linkedin.com/company/greenhill-winery-vineyards/about/ Facebook: https://www.facebook.com/GreenhillWineryVineyards/ Twitter: @GreenhillWine Website: http://experiencegreenhill.com/ Instagram: https://www.instagram.com/greenhillwine/ We will be hosting our second Destination on the Left Virtual Summit featuring 15 amazing speakers that will be held on April 1-3. The great thing about this summit is it's free! There is no travel cost for you and you can do it from the comfort of your own office. Click here to learn more details: https://breaktheicemedia.com/podcast/summit/