Destination On The Left

We recently attended the 2019 NYS Tourism Conference in Buffalo, New York and interviewed presenters, conference attendees, and Tourism Excellence Award winners. My interviews focused on the conference themes of inclusion, fostering community engagement, and “tourism is everybody’s business”, as well as key takeaways from the conference. This episode focuses on some of the award winners, and I hope you find these conversations informative and inspiring. In this episode, I share my conversations with: Lisa Burns, Executive Director of the Finger Lakes Regional Tourism Council Bill Sweitzer, Marketing Director at New York State Canal Corporation Mary Kay Vrba, President and CEO of Dutchess Tourism Cassie Green, Sales and Social Media Manager at Visit Binghamton What You Will Learn in This Episode: How the Finger Lakes Regional Tourism Council has fostered collaboration between fourteen different New York counties for their “Finger Lakes Region Goes Beyond Wine as a Tourism Hot Spot” program How the New York State Canal Corporation’s partnerships with local businesses and organizations have helped them expand the number of programs and attractions on offer throughout the canal system How Dutchess Tourism is using social media tools such as Facebook Live videos they call “Dutchess Live” to generate interest and showcase destinations and experiences of all kinds that travelers can have in the area How Visit Binghamton is using video interviews as an opportunity to showcase the extensive history of the area and how local entrepreneurs are merging it with new innovations Finger Lakes Regional Tourism Council Executive Director Lisa Burns shares details about the Finger Lakes Regional Tourism Council’s award-winning program, “Finger Lakes Region Goes Beyond Wine as a Tourism Hot Spot”, and she shares the remarkable results the program has produced for the region. She shares how the PR-focused program has found great success in publications and media outlets like Conde Nast, the New York Times, the Los Angeles Times, the Today Show and others. She shares how fourteen counties in the area are working together in a collaboration to promote the entire region and benefit everyone, and she talks about how the program has far exceeded their goals and in 2017 alone produced more than 2.1 billion impressions and almost five hundred media placements. Lisa discusses how the collaboration between the fourteen counties can serve as a benchmark for how destination management organizations should work. She shares how honored she is that their program was recognized by peers within the industry, and she discusses the further honor of being asked to chair the 2019 NYSTIA Tourism Excellence Awards. She discusses work that is being done to enhance how the awards are presented and promote the value of the NYSTIA organization. She talks about how NYSTIA is now sourcing the awards locally from the area where the awards ceremony is being held each year, and she discusses the process and deadline for nominating others for the 2019 awards. New York State Canal Corporation Marketing Director Bill Sweitzer shares details of award-winners the Canal Corporation has nominated in the past, and he discusses why those programs were nominated. He shares how he realized that the tourism industry in the area is the sum of its parts, and why business partners are a major contributor to its marketing success. He discusses how many of the small local tourism businesses are unaware of their own huge contributions to the fabric of local tourism. He discusses nominating the team that creates the canal map and annual guide materials that are given out, and he shares why he wanted to recognize the map and guide’s creators for giving spots in the area a true sense of place. He shares why partnerships are vital to the success of the Canal Corporation, and he explains why being involved in NYSTIA is a huge benefit. He shares his plans for nominations for the next awards, specifically for the Corning Museum of Glass’s GlassBarge program that had more than 55,000 visitors last summer. He shares details about another future nominee, the Cycle the Erie Canal Bike Tour, a seven-day bike ride from one end of the Erie Canal to the other. Dutchess Tourism President and CEO Mary Kay Vrba discusses details of their award-winning Facebook Live initiative, “Dutchess Live”, where they create videos showcasing many of the varied experiences available in the area, both large and small. She discusses how the program works and how subjects are targeted and showcased through the video series. She shares pre-promotion efforts to ensure that viewers are aware of the live broadcasts, and she shares how the videos can be repurposed for future productions and promotions. She talks about why it is important to plan your project and do a test run to ensure that the technical side of things is working. She explains why it is important to stay aware of social media and marketing trends, and she shares the steps they have taken to stay current on those trends including sending staff to conferences and participating in webinars as well as doing extensive research. She talks about creating “lunch and learn” programs for partners and vendors so that they can benefit from the research and learning that is being done. She shares why winning an Excellence Award is reassuring and tells her that Dutchess Tourism is on the right track. Visit Binghamton Sales and Social Media Manager Cassie Green shares details of their “Be Part of Our Story” campaign, an initiative to tell the past of the community of Binghamton and the unique stories of young entrepreneurs and innovators who are building upon the past to create something new. She shares how the organization brought together the nine stories that Binghamton is showcasing in the campaign, and she shares how the campaign is still growing. She talks about being surprised at the number of great opportunities to promote the area when she first moved into her role. She shares her community pride at being an award winner and recognizes the community collaborations that have made it possible. Overview These Excellence Award winners each demonstrate how innovation, technology, history, and collaboration come together to create compelling programs and campaigns that truly showcase the remarkable experiences these communities have to offer. The New York State Canal Corporation’s partnerships with local businesses and the Finger Lakes Regional Tourism Council’s collaboration between their fourteen area counties show us that working together truly benefits everyone involved. Dutchess Tourism’s Facebook Live videos and Visit Binghamton’s “Be Part of Our Story” videos demonstrate the power that technology and social media have to reach new audiences in innovative and compelling ways. These four organizations truly deserve to be honored as Excellence Award winners. Resources: Finger Lakes Regional Tourism Council website: www.fingerlakestravelny.com New York State Canal Corporation website: www.canals.ny.gov Dutchess Tourism website: https://dutchesstourism.com Visit Binghamton website: https://visitbinghamton.org 2019 NYSTIA Excellence Award nomination website: https://www.nystia.org/news/excellence-in-tourism-call-for-nominations 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/

We recently attended the 2019 NYS Tourism Conference in Buffalo, New York and interviewed presenters, conference attendees, and Tourism Excellence Award winners. My interviews focused on the conference themes of inclusion, fostering community engagement, and “tourism is everybody’s business”, as well as key takeaways from the conference. I hope you find these conversations informative and inspiring. In this episode, I share my conversations with: Brian Stratton, Director of the New York State Canal Corporation Danny Liedka, President and CEO of Visit Syracuse Jessica Bacher, President and CEO of the Yates County Chamber of Commerce Karen Kuhl, Executive Director of the Cayuga County Office of Tourism Ross Levi, Executive Director of Tourism at Empire State Development and the “I LOVE NY” tourism program Steve Williams, Chief Experience Champion at Experience Champions Dionne Williamson, National Sales Director of Visit Buffalo Niagara Valerie Knoblauch, President of Finger Lakes Visitors Connection What You Will Learn in This Episode: How the New York canal system is bringing a tremendous economic impact to the entire state as well as to New York, and how the New York State Canal Corporation is working to improve accessibility to the canal trails Why messaging is important for Visit Syracuse, and how they are working to engage the community and demonstrate that tourism is a significant economic driver for the area How a recent $10 million downtown revitalization grant from the state has helped the Yates County Chamber of Commerce promote significant community engagement and feedback How the Cayuga County Office of Tourism is developing critical strategic partnerships with other organizations throughout the region to share a single, unified message about tourism How the iconic I LOVE NY tourism program is working to promote inclusivity through programs like their LGBT initiative to help celebrate the 50th anniversary of Stonewall and World Pride How working in a diverse and welcoming tourism destination shaped the views of Steve Williams at Experience Champions and opened his eyes to the opportunities the tourism industry has to become more inclusive Why Visit Buffalo Niagara believes that the key to successfully promoting inclusivity lies in ensuring that marketing and partnerships reflect diverse types of people How Valerie Knoblauch at Finger Lakes Visitors Connection found energy and timeliness in the topics that were discussed at the conference that she plans on taking home with her and integrating into her own work New York State Canal Corporation Brian Stratton from New York State Canal Corporation describes the 524 mile-long New York State Canal System that touches seven of the state’s ten economic regions. He shares the importance of creating accessibility to promote inclusion throughout the canal trail. He shares why physical access isn’t the only concern and that he has learned the importance of creating accessibility on the organization’s website as well. He describes upcoming events his organization will be participating in to promote accessibility. He discusses the state of New York’s commitment to promoting the tourism industry and the many organizations and businesses across the state that work within the industry. He describes the remarkable economic impact the canal system brings to the state. He shares the international tourism opportunities that the canal system is bringing to the state and even to Canada. Visit Syracuse Danny Liedka of Visit Syracuse discusses why tourism is a major economic engine for the community, keeping property taxes stable, creates jobs, and helps the community grow. He discusses why it is important to share the message that the tourism industry is an integral part of the community. He discusses his hopes to learn new strategies and ideas at the conference that he can bring back to his own work. Yates County Chamber of Commerce Jessica Bacher of the Yates County Chamber of Commerce shares how Yates County recently received a $10 million downtown revitalization grant from the state of New York, and she discusses the impact that grant has made for the small community and how it has helped dramatically promote community engagement. She shares how this is her first time attending the conference, and how she has learned a great deal about ADA compliance and inclusion initiatives from the conference and its panels and discussions. Cayuga County Office of Tourism Karen Kuhl from the Cayuga County Office of Tourism discusses the many aspects of inclusivity and shares why addressing the issue of inclusivity from the strategic planning front is vital. She shares why reaching out and establishing strategic alliances with region-wide partners for a unified message is the key to fostering stronger community engagement. She talks about the important conference takeaway of promoting ADA compliance in the physical tourism structure and on organization websites. She also shares why marketing materials need to be fully inclusive of many different communities. Empire State Development & I LOVE NY Ross Levi from Empire State Development discusses why it is important to be sensitive to the wants and needs of all kinds of travelers. He shares inclusivity initiatives at I LOVE NY, including their LGBT initiative which is helping to promote the 50th anniversary of Stonewall. He shares excitement over World Pride being hosted in New York for the first time in its history. He discusses new initiatives around senior tours and accessibility tours, as well as collaborative cultural sensitivity workshops. He shares why frequent, open, collaborative communication between partners is important, and he provides examples of partnerships his organization has made and work they are doing with local-level partners. He shares hopes that attendees will get a sense of how well I LOVE NY’s partnerships are working to promote the industry. He shares the significant figure that the travel industry in New York is responsible for one in ten jobs in the state. Experience Champions Steve Williams from Experience Champions shares how his company works with and provides workshops and trainings for small and medium-sized tourism businesses to improve their success. He shares why the people-focused tourism industry has a wonderful opportunity to promote welcoming and inclusive travel as well as to be inclusive employers. He shares his own experiences as a gay man and how working at Taronga Zoo in Sydney, Australia in a welcoming, inclusive and accepting environment was a transformative experience for him. He shares how the zoo participated in the Gay and Lesbian Mardi Gras, and how the zoo promoted legalizing same-sex marriage in Australia. He discusses how tourism leaders have the opportunity to embrace and promote diversity, and he provides an example from the Taronga Zoo and creating a partnership with Autism Australia to help staff better understand the needs of people on the autism spectrum. He shares his hopes that attendees will leave the conference with a better sense of the diversity within their communities and ideas of how to capture diverse markets. Visit Buffalo Niagara Dionne Williamson from Visit Buffalo Niagara discusses how tourism leaders can make an impact in diversity and inclusion within the industry both through inclusive marketing efforts as well as in diverse hiring practices. She shares how she was the Multicultural Sales Manager at Visit Buffalo Niagara before becoming the National Sales Director at the organization, and she shares her personal experiences with diverse clients. She discusses the importance of engaging with clients and with the larger community. She shares why she believes community engagement, in particular, is important, and she shares why diversity and inclusion training within the hospitality and tourism community should be ongoing. She shares why she hopes attendees of the convention will see the importance of diverse marketing and partnerships as an opportunity to expand their reach. Finger Lakes Visitors Connection Valerie Knoblauch from Finger Lakes Visitors Connection shares why there has been powerful energy at the conference that can be applied to industry leaders’ workplaces. She shares why community leaders need to get involved in the community to create connectivity and better foster community engagement. She shares how the tourism industry is interconnected with many other industries to the mutual benefit of everyone involved. She explains how the topics covered at the conference are timely and helpful, and she discusses examples displayed at the conference that she can take home with her. Overview Each of the industry leaders I spoke with represents different aspects of the travel and tourism industry from all across New York, but they all share the same belief that inclusivity is the key to welcoming new audiences and bringing in new visitors from all over the world and that the travel industry should reflect the diversity of the communities it serves. As these organizations show us, inclusivity involves developing partnerships, ongoing training, and sensitivity to and understanding of all kinds of people from every background. I hope you have enjoyed hearing these leaders speak on inclusivity and engagement and that you have a better understanding of why tourism truly is everybody’s business. Resources: New York State Canal Corporation website: www.canals.ny.gov Visit Syracuse website: www.visitsyracuse.com Yates County Chamber of Commerce website: www.yatesny.com Cayuga County Office of Tourism website: www.fingerlakes.org/services/cayuga-county-office-tourism Empire State Development website: https://esd.ny.gov/ Experience Champions website: www.experiencechampions.com Visit Buffalo Niagara website: www.visitbuffaloniagara.com Finger Lakes Visitors Connection website: www.visitfingerlakes.com We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

We recently attended the 2019 Museum Association of New York annual conference and spoke with attendees from all over New York State representing all types of museums and cultural institutions. I talked with folks from 21 different museums and cultural institutions about how they are creating inclusive environments, attracting new audiences and fitting within the tourism fabric of their community. We used these great insights to create another Museum Series (see last year’s series here) with five episodes filled with knowledge. Through this series, I hope you will find a new perspective on this important segment of the tourism industry. In this episode, I share my conversations with: Cyndi Park-Sheils, Executive Director of the Waterloo Library & Historical Society Andrea Seamans, Volunteer at Port Byron Old Erie Canal Heritage Park Courtney Kasper, Visitor Experience Manager at the NYS Equal Rights Heritage Center Frances Barbieri, Executive Director of the Seneca Falls Historical Society What You Will Learn in This Episode: How the Waterloo Library & Historical Society and the National Memorial Day Museum have developed a Capital Campaign to draw in new audiences and improve the inclusivity of their historical offerings and archive How the Port Byron Old Erie Canal Heritage Park is unique as the only park in the United States to offer interstate highway travelers a parking pull-off and an opportunity to visit the park in the middle of their travels How the NYS Equal Rights Heritage Center is using unique and diverse programming to draw in new visitors and create a local audience, as well as serving as a gateway to other cultural and historic sites in the Auburn area and beyond How the Waterford Historical Museum and Cultural Center is promoting inclusivity by partnering with The Arc of Rensselaer County to showcase the work of artists with mental and physical disabilities Waterloo Library & Historical Society Cyndi Park-Sheils from the Waterloo Library & Historical Society in Waterloo, New York discusses how they have learned valuable inclusivity strategies at the conference to incorporate into their old, historical buildings to allow people to move more freely. She discusses upcoming events including celebrating the birthplace of Memorial Day in Waterloo. She shares how inclusivity is key for allowing as many visitors as possible to view the museum’s collections. Cyndi also talks about how her organization is connected to the fabric of Waterloo through being the sole custodian of Waterloo’s museums and culture, and she discusses upcoming partnerships with local restaurants to increase awareness and education opportunities for visitors to Waterloo. She shares her excitement over the National Memorial Day Museum’s Capital Campaign and the diverse visitors it will draw to Waterloo. She discusses relocating the organization’s archives to a better and more accessible location. Port Byron Old Erie Canal Heritage Park Andrea Seamans with the Port Byron Old Erie Canal Heritage Park in Port Byron, New York discusses her organization as a collaboration between the New York State Thruway and the nonprofit Canal Society of New York State. She shares how her organization is the only park in the United States that has a parking pull-off for interstate highway travelers to visit a historic site. She talks about why the park is admission-free to be as inclusive as possible for visitors, and how the park provides wheelchairs and the site is entirely wheelchair-accessible. She discusses efforts to improve signage on the Thruway and throughout the village to increase visitor awareness of the park. Andrea explores the promotional opportunities for school and bus tours offer the park. She also shares the broad spectrum of diverse visitors who visit the park, many of whom are international visitors traveling to Boston, New York City or Niagara Falls. She talks about the close connection that many of the local families have with the history of the Old Erie Canal, and how her organization helps to promote other canals in the area. She discusses her hopes for the future of the park, including increasing community outreach and historical education opportunities at the park and shares the remarkable and diverse volunteer community that works at the park and has formed powerful friendships across generations with other volunteers. NYS Equal Rights Heritage Center Courtney Kasper at the New York State Equal Rights Heritage Center in Auburn, New York discusses how her organization serves to educate visitors on the history of equality in the state and to promote local and statewide equality sites and programs regarding human rights, Abolition, and women’s rights. She shares why inclusivity is a two-fold issue, being inclusive of the community they are serving as well as promoting and improving accessibility. She shares how her facility is free, open to the public, and community-accessible and she discusses the diverse programming the organization offers. She talks about their efforts to promote women- and minority-owned small businesses through their events. She discusses how their position as a new facility has helped to bring audiences, and how school field trips have been key. She explores the facility’s recent celebration of Harriet Tubman Day and the opportunity it served to bring in local visitors. Courtney shares the role her organization plays in the fabric of the community, and the interactive exhibits her facility offers that promote other statewide tourism and cultural attractions. She talks about future collaboration opportunities for her organization to be a cross-promotional marketing site for other cultural sites in the area. Seneca Falls Historical Society Frances Barbieri from the Seneca Falls Historical Society in Seneca Falls, New York shares how the society came to be founded in the late 1800s and some of the historically significant items and artifacts in the possession of the society that is connected to the history of women’s rights. She discusses the wide variety of attractions and offerings the society shares with the public, with something for everyone. She talks about the important role the society is playing in preserving the local history of the families of the area, and how the organization is working to help everyone of every background search for their family roots in the area. She shares how the organization offers outreach to people of all ages within the community. She discusses the future of the organization as it enters a transitional period with changing leadership after her retirement, and the challenges and opportunities their new director will find going forward. Overview One common thread in each of these conversations has been the critical role outreach plays for these organizations. From field trips and school visits to community engagement and business partnerships, each of these cultural and historical centers has found that reaching out to a broad spectrum of people of all cultures, age groups and interests have helped bolster their audience and better engage their communities. These organizations have also found value in cross-promoting other key historic and cultural sites in their communities and beyond. By connecting the important lessons of the past with the need for inclusivity and accessibility as we understand them today, these organizations are already looking forward to a bright and thriving future. Resources: Waterloo Library & Historical Society website: https://wlhs-ny.com/ Port Byron Old Erie Canal Heritage Park Facebook page: www.facebook.com/OldErieCanalHeritagePark/ NYS Equal Rights Heritage Center website: http://historyshometown.com/nys-equal-rights-heritage-center/ Seneca Falls Historical Society website: http://sfhistoricalsociety.org/ 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/

Episode 132: We recently attended the 2019 NYSTC in Buffalo, New York and interviewed presenters, conference attendees, and Tourism Excellence Award winners. My interviews focused on the conference themes of inclusion, fostering community engagement, and “tourism is everybody’s business”, as well as key takeaways from the conference. I hope you find these conversations informative and inspiring. In this episode, I share my conversations with: Amanda Dana, Director of Tourism at Orange County Tourism Cindy Rodriguez, Co-Founder of Adirondack Diversity Solutions Dr. Donathan Brown, CEO and Co-Founder of Adirondack Diversity Solutions Greg LaDuca, Senior Director of Membership and Visitor Services at Visit Rochester Jeannine Weber Kahabka, Director of Marketing & Public Relations at Explore & More Children’s Museum Sarah Foster, Director of Media Relations & Meetings/Conference Market with Oneida County Tourism Dan Janes, CEO of Madden Media What You Will Learn in This Episode: How the opening of the Legoland New York theme park in Orange County, New York is bringing new opportunities for both tourism and community engagement to the county How Adirondack Diversity Solutions helps organizations create roadmaps for diversity and inclusion strategic planning, and why communities of color are a generally underserved market within tourism How Visit Rochester’s innovative Visitor Industry Council is bringing the area’s tourism-related businesses together and fostering a sense of community engagement How the Explore & More Children’s Museum has integrated the concepts of diversity and inclusion into each of their rotating exhibits to reflect the diverse community of Western New York How Oneida County Tourism is using unique partnerships with a local college and radio station to build community engagement and awareness of their mission and the work they are doing How Madden Media’s presentation focused on teaching organizations that “heads in beds” is just a single statistic that is part of a larger experience tourists have, and why it isn’t a reliable metric for the whole experience How the New York Wine & Grape Foundation is working to be more inclusive with their marketing efforts, including tailoring marketing to diverse groups such as the LGBT community Orange County Tourism Amanda Dana from Orange County Tourism discusses how leaders in the tourism industry can make an impact on inclusivity within tourism. She shares why the message these leaders give needs to be clear and concise. She shares her excitement about the tourism opportunities being brought to Orange County by Legoland New York, opening in May 2020. She discusses the economic impact of a major site like Legoland partnering with the county, and how they have worked to be as engaged with the community as possible from the beginning. She talks about the important takeaway from the conference that the language around the tourism industry needs to change, specifically to illustrate how it is serving as a public good. Adirondack Diversity Solutions Cindy Rodriguez of Adirondack Diversity Solutions discusses her company’s focus on helping organizations create diversity and inclusion strategic planning and improve their recruitment and retention, specifically focused on communities of color. She shares how tourism leaders should have a plan on how to improve diversity, by setting goals and benchmarks and then comparing their organization’s current status with those goals to see where the work needs to be done. She shares why diversity work needs to be a part of your organization’s culture rather than a one-hour event or a once-a-year workshop and why diversity and inclusion needs to be a part of new employee onboarding. She explains why communities of color are underserved within the tourism industry traditionally, and she shares why diversity creates a great opportunity to tap into a new market. Dr. Donathan Brown from Adirondack Diversity Solutions talks about why it is important for tourism leaders to reimagine how they engage communities, organizations, programs and other aspects of tourism. He discusses a partnership with the Adirondack Experience Museum on Blue Mountain Lake to develop a pipeline experiential learning program for college students to offer them a 10-week summer fellowship to introduce them to the museum world. He explains why it is important to have community outreach programs to discuss the tourism industry from the perspective of travelers as well as tourism professionals. He discusses the importance of being intentional in diversity efforts and to set goals internally before working outward. Visit Rochester Greg LaDuca with Visit Rochester discusses why tourism leaders need to reach out to middle managers and others within their organization to give them a voice when discussing inclusion. He shares why having a large group of volunteers brainstorming is helpful for inclusivity work and why it is important for leaders to raise community awareness of their work. He discusses the Visitor Industry Council that Visit Rochester has created, and he shares how their monthly council meetings have between 125-150 people attending them, demonstrating the strong hospitality and tourism industry in the county. He shares why having many people collaborating and working together is a powerful way to create new ideas, and why it is important to be committed and active to reap the rewards of interactions within the industry. Explore & More Children’s Museum Jeannine Weber Kahabka with the Explore & More Children’s Museum discusses why inclusivity is core to Explore & More’s mission, creating a diverse and welcoming environment where everyone is welcome to play. She shares how the museum has worked to include diversity into each of the exhibits the museum showcases, reflecting the diverse cultures of the Buffalo and Western New York community. She disucsses how Explore & More’s outreach initiatives connect with people across a 90-minute radius around the museum. She talk about why discussing tourism at the conference has been tremendously helpful, and the economic impact the museum hopes to have across the region surrounding their new location. Oneida County Tourism Sarah Foster from Oneida County Tourism talks about the importance of digital outreach and social media, and she shares her enthusiasm for the conference and the opportunity to learn from other organizations. She shares how Oneida County is working to foster community engagement through a county “field trip” day and through partnerships with the local radio station and a young scholars’ group at the local college. She discusses efforts she and her staff are taking to get out into the community more often, and she talks about upcoming efforts to interview local organizations and attractions based upon community votes for who they would like to see interviewed. She shares how she is using the conference as an opportunity to gather ideas and learn new processes that other counties and organizations are creating. Madden Media Dan Janes from Madden Media shares how tourism leaders can appeal to and speak directly with diverse communities and bring them into your audience by including them in your digital media initiatives. He shares why it is important to rethink how tourism impacts the community at large and not just focus on tourism and hospitality partners within the community. He explains why focusing on a single statistic of “heads in beds” means not recognizing or acknowledging the other experiences within your community that a tourist will have. He discusses the importance of collaboration and trusting your partners to be working in the best interests of your community. New York Wine & Grape Foundation Sam Filler of the New York Wine & Grape Foundation discusses why the wine industry seldom discusses inclusivity despite the importance of the topic, and he shares how his organization is working to improve that track record. He talks about why an organization’s website needs to be as accessible to many different people as possible, such as including Closed Captioning in promotional videos. He discusses how his organization has worked with travel writers of diverse backgrounds to engage diverse audiences. He talks through how his organization is working to improve their consumer research by being more inclusive of audiences such as the LGBT community. He shares why it is important to research your audience and better understand them to improve and reframe your marketing, and why “one size fits all” marketing is less effective than diverse and inclusive marketing targeted to communities. Overview As my conversations with these industry professionals shows, each of these organizations has recognized the vital part inclusivity plays in expanding their audiences. Each also spoke on the central role travel and tourism leaders have in reshaping the conversation around community engagement, partnerships, and collaboration with others both within and outside the travel industry. In keeping with one of the primary themes of the conference, these organizations show us that tourism truly is everybody’s business. Resources: Orange County Tourism website: https://orangetourism.org Adirondack Diversity Solutions website: www.adkdiversity.com Visit Rochester website: www.visitrochester.com Explore & More Children’s Museum website: https://exploreandmore.org/ Oneida County Tourism website: www.oneidacountytourism.com Madden Media website: https://maddenmedia.com/ New York Wine & Grape Foundation website: www.newyorkwines.org 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/

We recently attended the 2019 Museum Association of New York annual conference and spoke with attendees from all over New York State representing all types of museums and cultural institutions. I talked with folks from 21 different museums and cultural institutions about how they are creating inclusive environments, attracting new audiences and fitting within the tourism fabric of their community. We used these great insights to create another Museum Series (see last year’s series here) with five episodes filled with knowledge. Through this series, I hope you will find a new perspective on this important segment of the tourism industry. In this episode, I share my conversations with: Julia Fell, Assistant Curator of The Museum at Bethel Woods Natalie Shoemaker, Marketing and Events Coordinator of the Roberson Museum and Science Center Jessica Moquin, Executive Director of the Chenango County Historical Society and Museum Anastasia Garceau, Director of the Waterford Historical Museum and Cultural Center What You Will Learn in This Episode: How The Museum at Bethel Woods works to preserve and showcase the history of the 1960s, leading up to 1969 Woodstock Music and Art Fair that took place at the historic site where the museum is now located How an innovative “pay it forward” program is promoting inclusivity by allowing visitors who are financially struggling to still be able to visit the Roberson Museum and Science Center How the Chenango County Historical Society and Museum is intentionally developing partnerships with the Bundy Museum and the National Abolition Hall of Fame and Museum to help promote inclusivity in a region not known for its ethnic diversity How the Waterford Historical Museum and Cultural Center is promoting inclusivity by partnering with The Arc of Rensselaer County to showcase the work of artists with mental and physical disabilities The Museum at Bethel Woods Julia Fell shares the important mission of The Museum at Bethel Woods as a part of the Bethel Woods Center for the Arts, located in Solomon County, New York. She discusses its role in the preservation of the history of the 1960s, culminating in the Woodstock festival that took place in 1969 on the historic grounds where the museum now stands, and she talks about the upcoming 50th anniversary of the Woodstock festival in August 2019. She discusses the efforts Bethel Woods and the museum are making to promote inclusivity through a variety of programming that targets many diverse audiences, she highlights their efforts to meet ADA accessibility standards, and she shares efforts to attract new young audiences. Julia discusses a series of oral history videos highlighting what life was like in the 1960s for young people of the day, contrasted with what life is like for today’s youth. She shares how the museum serves as a primary driver and important economic engine for the local community. She discusses the upcoming 50th anniversary of Woodstock and the boom in interest it is bringing to the museum. Roberson Museum and Science Center Natalie Shoemaker explains how the historic Roberson home serves as both the location for and the centerpiece of the Roberson Museum and Science Center located in Binghamton, New York. She discusses efforts to promote inclusivity at the museum including installing non-binary bathrooms and the use of inclusive pronouns. She shares how she wrote up an exhibition about a series of art pieces created by people with mental illness, and she shares the important lesson she learned when she inadvertently used a non-inclusive word in the write-up. She discusses the importance of continual growth and evolution in the area of inclusivity. She talks about the economic depression that is common in the area, and she discusses a “pay it forward” donation program to increase access to struggling community members. She shares efforts to attract new audiences to the museum. She gives information on social media outreach work she and the museum are doing to promote their exhibits. She shares how the museum fits into the local cultural fabric and discusses future opportunities to work with college students and older community members. Chenango County Historical Society & Museum Jessica Moquin describes efforts the Chenango County Historical Society and Museum are making to promote inclusivity, despite being located in a region not known for ethnic diversity, through intentional partnerships with other organizations such as the Bundy Museum and the National Abolition Hall of Fame and Museum. She shares how the museum is working to attract new audiences including a structural redesign of their main gallery and hallway lobby, as well as sharing stories about the region and the lasting impact it has made beyond its own borders. She discusses how her museum is one of four in the area, and she shares how the four museums are collaborating to develop an officially designated museum district to promote each other and attract new audiences. She shares future growth opportunities she recognizes for the museum and its more than 40,000 artifacts, eight-structure campus, and almost one hundred active volunteers. Waterford Historical Museum and Cultural Center Anastasia Garceau discusses the variety of historical and educational purposes the Waterford Historical Museum and Cultural Center in Waterford, New York serves in an effort to preserve and promote local history and heritage. She highlights the diverse backgrounds and perspectives the museum’s volunteers bring to its efforts, and she shares partnerships with groups like The Arc of Rensselaer County, a community-based organization advocating for and serving people with mental and physical disabilities. Anastasia talks about her efforts to create engaging programs covering a broad spectrum of interests that will attract a diverse audience of visitors. She shares how Waterford is a great tourism location with many different and diverse destinations to appeal to travelers, and she shares how this directly benefits the museum and allows to serve as a central location connecting these sites. She discusses how the museum is always looking for growth opportunities and ways to expand their existing programming. Overview Each of these organizations is truly committed to tackling inclusivity issues in their own unique and innovative way. From the Roberson Museum and Science Center’s use of non-gendered pronouns and offering of non-binary restroom facilities, to the Waterford Historical Museum and Cultural Center’s partnership to highlight the artistic contributions of mentally and physically disabled artists, each of these museums has found a remarkable and stand-out way to promote inclusivity, attract diverse new audiences, and further integrate their work with other tourism and cultural efforts of their communities. Resources: The Museum at Bethel Woods website: www.bethelwoodscenter.org/the-museum/ Roberson Museum & Science Center website: www.roberson.org Chenango County Historical Society & Museum website: www.chenangohistorical.org Waterford Historical Museum & Cultural Center website: https://waterfordmuseum.com We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Karyn Gruenberg is senior vice president of partner marketing and strategic alliances at Brand USA, the public/private partnership whose mission is to increase international visitation spend and market share in order to fuel the nation’s economy and enhance the image of the USA worldwide. In this position, Karen is responsible for leading partner marketing efforts as well as building global strategic alliances to leverage the combined resources and expertise of the industry. Her leadership includes development and oversight of all partner-driven marketing programs and key global media alliances that add and create value for partners, amplify partners, international reach and drive, inbound visitor travel and tourism dollars to all 50 states, the District of Columbia and the five territories. Among her many accomplishments at Brand USA, Karen established a core partner program strategy that today includes more than 100 programs and 200 opportunities and key media partnerships with BBC, National Geographic, Bloomberg, and Your Own News and Alibaba to name a few. Prior to joining brand USA, Karen led the marketing effort for Meet Minneapolis, the premier Tourism and Convention Marketing Organization of the Greater Minneapolis region. As part of the leadership team, she was instrumental in securing major sponsorships for the city as well as directing all advertising, public relations, digital development, and creative services to market the city. She earned her Bachelor of Arts from the University of Minnesota and pursued a Master in Business Communications at the University of Saint Thomas, Minnesota. On this episode of Destination on the Left, I ask Karyn to walk us through the many programs available through Brand USA, and how local attractions and destinations can take full advantage of them. We talk co-op marketing, storytelling, and much more – all geared toward the international visitor.   What You Will Learn in This Episode: How Brand USA uses co-op marketing to bring large-scale messages down to the local level Why storytelling is such a powerful tool in our industry How affordable marketing to international visitors can be The power of proximity campaigns Why coopetition is one of your best tools to bring international visitors to your region Finding The Difference How do you market an entire nation? Karyn and I talk about how Brand USA takes a larger message like “Enjoy the Great Outdoors” and helps local destinations craft a message for international audiences. This happens in many different ways. There are fairly traditional co-op campaigns and there are new and exciting storytelling programs, like the one that Brand USA is rolling out with partner Beautiful Destinations called United Stories. And if you haven’t utilized Brand USA’s Inspiration Guide, now is your chance to learn more about it and put it to use for your destination. Bang for Your Buck The value of the dollar is a key advantage for international travelers. Even though over the past year value has dropped a little bit, it’s still a good buy. Karyn talks about proximity campaigns being developed by Brand USA. Proximity campaigns give regions dollars and ideas to use in order to market to international visitors. You can experience Niagara Falls, the Finger Lakes, and New York City, all within a short drive. Karyn talks with me about how proximity marketing is being used all around the country to highlight the amazing sights and activities available in a given region. Resources: Website: https://www.thebrandusa.com/ Inspiration guide: https://mp.mydigitalpublication.com/publication/?i=474533#{%22issue_id%22:474533,%22page%22:0} 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/

We recently attended the 2019 Museum Association of New York annual conference and spoke with attendees from all over New York State representing all types of museums and cultural institutions. I talked with folks from 21 different museums and cultural institutions about how they are creating inclusive environments, attracting new audiences and fitting within the tourism fabric of their community. We used these great insights to create another Museum Series (see last year’s series here) with five episodes filled with knowledge. Through this series, I hope you will find a new perspective on this important segment of the tourism industry. In this episode, I share my conversations with: David Hutchings, Executive Director of Sonnenberg Gardens and Mansion State Historic Park Nanette Hance, President of the Williamson-Pultneyville Historical Society Jonathan Maney, Executive Director of Hyde Hall Cherese Wiesner-Rosales, Director of The Vestal Museum What You Will Learn in This Episode: How the Sonnenberg Gardens and Mansion State Historic Park is using innovative programming and presentations to promote inclusivity and draw a more diverse audience. How the Williamson-Pultneyville Historical Society is using collaborations with their local school district in an effort to expand their reach and engage new young audiences. How Hyde Hall is using its historic lighting, including vapor-lit chandeliers, to become a one-of-a-kind destination for visitors from all over the world, as well as a desirable location for TV and film. How the Vestal Museum is making efforts to be not just a historical site and museum but also a center of and showcase for music, arts and culture for the town of Vestal. Sonnenberg Gardens and Mansion State Historic Park David Hutchings shares the history of the Sonnenberg Gardens and Mansion State Historic Park in Canandaigua, New York, sharing how the home was built in 1887 to be the summer home of Frederick Ferris and Mary Clark Thompson. After her husband Frederick died in 1899, Mary Clark Thompson toured gardens around Europe for inspiration to redesign the mansion’s own gardens as a tribute to Frederick. David speaks about his organization’s efforts toward inclusivity through programs designed to connect with many different people of many backgrounds, including an upcoming performance by an African-American women’s gospel choir covering the stories of women’s suffrage, slavery and Abolition. He discusses upcoming horticulture programs including one on climate change and the local landscape. David shares efforts to attract new, younger audiences to the gardens, including a Moonlight Stroll series with musical performances. He discusses the significant role the Thompson family played in the development of the local community and the contributions they made throughout the region. David shares future plans for the continual development of the site. Williamson-Pultneyville Historical Society Nanette Hance shares the founding and purpose of the all-volunteer historical society in Pultneyville, New York. She discusses how the organization is the custodian of the Society house, as well as the nation’s second oldest Little Theater and Pultneyville’s Centennial Park. Nanette explains how the organization is constantly working for inclusivity, including a collaboration between the school district and the historical society. She shares how the society is promoting their exhibits and programs, and some of the programs the society has recently shared including one featuring a well-known children’s book illustrator. She discusses the society’s efforts to reach out to new audiences through community outreach and education. Nanette also shares how the society is more aggressively using social media, and she talks about the success they have found through digital outreach. The Society house is becoming a part of local historical trails as an effort to more fully integrate into the travel fabric of the community, and she talks about efforts to grow the society’s membership and discover new members and visitors. Hyde Hall Jonathan Maney describes the history of Hyde Hall in Cooperstown, New York, a fifty-room British-American limestone mansion with a remarkable view and a fascinating history. Jonathan explains how inclusivity at Hyde House goes beyond accessibility for physically impaired guests to also include a variety of programs and events with an intent for outreach. He describes a partnership with the Cooperstown Graduate Program that engages the students to do research and conduct interviews with people who worked at Hyde Hall. He shares how Hyde Hall has been working with Cornell University to digitize the Clarke Family documents and share them online. He also discusses how events have been key to attracting diverse audiences and younger people. He explains how Hyde Hall is working to restore its kitchens and ultimately offer cooking classes there, and he shares efforts to create an engaging experience for visitors. Jonathan also explains efforts to partner with other museums, festivals, restaurants and historic hotels in the area. Jonathan explore the importance of working with local craftspeople to restore the original lighting that was used in the home in the 1800s, and how the lighting has been a significant factor in creating an authentic, memorable experience for visitors. He shares how the lighting and atmosphere of Hyde Hall have made it a significant filming location for major TV series and movies. The Vestal Museum Cherese Wiesner-Rosales discusses the role the Vestal Museum, a former train depot converted into a museum, plays in preserving the culture and history of the town of Vestal, New York. She shares the museum’s efforts to promote inclusivity by engaging the history of the local Native American tribe and creating an exhibit, as well as a lacrosse exhibit to draw in new audiences. Cherese explains  how the museum is working to become a living space, music and art venue and a draw to many different ages and cultures. She discusses how the museum is working to become a tourism anchor for Vestal, including making efforts to move the museum back to its original location and create a proper historic district for the town. She shares the effort the museum is making to build funds and develop grants to physically move the museum in the future. Overview For each of these organizations and destinations, thinking outside the box and leaning into the distinctive characteristics and offerings that make these locations unique has been instrumental for helping engage new audiences and expanding their reach. Ongoing inclusivity efforts through programs and exhibits that connect the history of these locations to the diverse society we live in today have been an important part of their efforts as well. A broad selection of programs that engage many different kinds of people across ages and ethnic backgrounds will be instrumental in their continued audience-building success going forward, truly highlighting the important role inclusivity can play for the travel and tourism industry at large.. Resources: Sonnenberg Gardens and Mansion State Historic Park website: www.sonnenberg.org Williamson-Pultneyville Historical Society website: https://w-phs.org/ Hyde Hall website: https://hydehall.org/ The Vestal Museum website: www.vestalmuseum.org 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/

David Gilbert serves as president and CEO of Greater Cleveland Sports Commission, an organization dedicated to making Greater Cleveland a premier destination for amateur sporting events, and Destination Cleveland, the region’s convention and visitors bureau. The Greater Cleveland Sports Commission is responsible for attracting, promoting, and managing major amateur athletic events, and for creating sporting opportunities for youth and amateur athletes. Since 2000 the organization has attracted or created more than 190 events, including 25 NCAA championship competitions. These events have contributed more than $570 million in local economic impact. At Destination Cleveland, David is responsible for carrying out the organization’s mission to drive economic impact and stimulate community vitality by positioning and promoting Cleveland as an exciting, vibrant destination. Among many accomplishments, they notably landed the 2016 Republican National Convention. David serves as vice president on the board of the International Children’s Games based in Leucine, Switzerland, and sits on the boards of the Rock and Roll Hall of Fame, the Greater Cleveland Film Commissionand the Maltz Museum of Jewish Heritage. He was named by Crain’s Cleveland Business as one of Cleveland’s 30 top influencers of the past 30 years, Ernst and Young Entrepreneur of the Year, and in 2016 he received the SME Cleveland Business Executive of the Year award. On this episode of Destination on the Left, I talk with David about making destination marketing more entrepreneurial and working more strategically at creating a unified brand experience. All destinations have unique challenges. How do you encourage locals to promote tourism? How do you reach out to potential visitors and make your destination their top choice? David and Cleveland have faced some unique challenges and found some remarkable solutions.   What You Will Learn on This Episode: Why DMOs need to become more entrepreneurial The many ways tourism and economic development intersect How to shape the perception of your destination How to be more strategic in your tourism branding Ways to create stronger alliances between DMOs and stakeholders We’re All in This Together Unless you’re a literal island, no travel and tourism entity can afford to function as an island unto themselves. When organizations think that way, everyone suffers. Part of the challenge David faced was to help all the various cultural institutions, museums, sports teams, and local legends to realize they were part of a broader ecosystem. Together, they could accomplish far more than they could alone. But local DMOs also need to make sure all these groups understand the value a DMO can add- then the DMO needs to deliver. Brand Perception “Yeah, but you’re Cleveland.” A decade ago, Cleveland had a perception problem. Outsiders had a visceral (read: negative) reaction to the name. A significant portion of the population would not recommend it as a place to visit for friends and family. As you can imagine, that is a LOT to overcome. But overcome they did. David and Nicole explore how he and the team at This is Cleveland flipped the script. They did it through some very deliberate steps in reshaping the City of Cleveland brand in a way that was both authentic and positive. “If it’s not real, and if you don’t deliver on the brand promise, everyone will be able to see that.” David shared. There is some great conversation about finding the promise of your brand and then living up to it. To sum it up, David says, “You don’t have a brand for different audiences. A brand is a collection of stories about who you are. And if you hit it on the mark, that’s not going to change. The way you deliver it might change, but the brand will not change.” Resources: Website: https://www.clevelandsports.org/ Website: https://www.thisiscleveland.com/ 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/

We recently attended the 2019 Museum Association of New York annual conference and spoke with attendees from all over New York State representing all types of museums and cultural institutions. I talked with folks from 21 different museums and cultural institutions about how they are creating inclusive environments, attracting new audiences and fitting within the tourism fabric of their community. We used these great insights to create another Museum Series (see last year’s series here) with five episodes filled with knowledge. Through this series, I hope you will find a new perspective on this important segment of the tourism industry. In this episode, I share my conversations with: Samantha Hall-Saladino, Executive Director of the Albany County Historical Association Amy Weinstein, Vice President of Collections & Oral History of the 9/11 Memorial & Museum Beth Hill, President and CEO of Fort Ticonderoga Joshua Voda, Public Affairs Officer of the Smithsonian’s National Museum of the American Indian Araya Henry, Manager of Youth and Family Programs at The Hudson River Museum What You Will Learn in This Episode: How the Albany County Historical Association is making efforts to become more inclusive by including the stories of the slaves and, later, the immigrant domestic servants who lived in the historic home How the 9/11 Memorial and Museum works to honor all who lost their lives in the September 11th, 2001 terrorist attacks as well as the February 26, 1993, World Trade Center attack, and to preserve the history of those significant events How Fort Ticonderoga works to provide a remarkable two-day destination experience for its visitors, and to promote education and the preservation of its historical heritage and military significance while supporting the region economically How the National Museum of the American Indian established in 1916 became a part of the Smithsonian in 1989, and how its mission is to both preserve the history of Native Americans as well as to educate people about Native American life today How the Hudson River Museum hosts numerous events dedicated to the arts and sciences within the historic home, planetarium, amphitheater, and galleries devoted to arts and environmental sciences The Albany County Historical Association Samantha Hall-Saladino shares the history of the Albany County Historical Association, housed in a historic home in Albany, New York. She discusses the efforts the Association is making to promote inclusivity by telling the stories of the slaves and immigrants who at one time lived in the home. She discusses the difficulty of making the entire house accessible for everyone and shares details of the virtual tour that will allow guests to view the second floor of the home in a virtual setting if they are unable to go to the second floor in person. She shares efforts to attract new audiences to the site, including key cross-promotion partnerships. She discusses exciting future opportunities for the mansion to continue its growth and community engagement. The 9/11 Memorial and Museum Any Weinstein shares the mission of the 9/11 Memorial and Museum to honor the lives lost in the terrorist attacks as well as to document and preserve the story of those attacks. She shares how the Memorial is working to honor all of the first responders and others who became sick due to chemical exposures on that day, as well as anyone who helped with the city of New York’s recovery efforts. She shares how inclusivity has always been a part of the Memorial as people from all walks of life were affected by the terrorist attacks. She shares details of their new Memorial Glade and its designers, and the symbolism surrounding it. She discusses maintaining the Memorial as a place of honor and as a reminder of the past. She talks about the upcoming 20-year anniversary of the attacks that will take place in 2021, and she shares how the staff has been discussing plans to commemorate the significant date. Fort Ticonderoga Beth Hill shares the historical significance of Fort Ticonderoga and discusses their efforts to preserve the Fort as an important site of military history. She discusses the unique upcoming opportunity Fort Ticonderoga will have to celebrate the 250th anniversary of the founding of the United States. She shares how Fort Ticonderoga is working to create programs dedicated to women and people of color who served in the military, and she talks about why accessibility and inclusion have been of vital importance to their work. Beth discusses why families, not history buffs, are their largest audience, and she talks about building marketing and programs around visiting families. She shares some of the audience outreach work the Fort has been doing. She discusses the Fort serving as a major tourism anchor for the region and shares the economic impact the Fort has brought to the region, and she shares the importance of supporting the local community’s infrastructure development and the partnership opportunities that has brought. She shares future opportunities to expand the reach of Fort Ticonderoga. The Smithsonian’s National Museum of the American Indian Joshua Voda outlines the history of the Museum of the American Indian and explains why one of its important missions is to remind people that, while the history of Native Americans is a rich one, Native American life continues today and isn’t entirely represented by the history we know. Joshua discusses the role inclusivity plays in the mission of the museum, and he shares how the museum works to dispel stereotypes and steer people toward a better understanding of the impact Native Americans have had on all aspects of American history. He shares efforts the museum has made to attract new audiences, including opening the new STEM-focused “Imaginations Activity Center.” He shares details of an exhibit the museum is working on to showcase the Native American history of the New York area. He discusses outreach efforts to help teachers bring knowledge from the museum directly into their classrooms. The Hudson River Museum Araya Henry shares the many diverse and multi-disciplinary functions the Hudson River Museum serves, dedicated to both art and science. She outlines inclusivity efforts the museum makes through programs dedicated to teens of all ethnic, educational and economic backgrounds. Araya shares partnership efforts the museum is making to build their audience, including collaborations with nearby museums and cultural sites for cross-promotion and with local businesses to offer mutual discounts. She shares the future opportunities the future is looking to, including working with the local school system and becoming a part of the curriculum for local students. She discusses the local LGBTQ+ Advisory Board and the opportunities for partnerships and promotion that it represents for the museum. Overview Each of these organizations has turned to marketing and partnership opportunities as a crucial component to fuel their growth and reach. Working with area schools and offering new educational opportunities has been one avenue for success for many of these museums and historical sites. Developing and promoting inclusive programs and reaching out to different groups of people from all backgrounds have been equally important. A prevailing theme from each of these conversations is that travel and tourism sites such as museums, historical and cultural organizations can only benefit from working together, and the region-wide travel and economic impact these partnerships can create are dramatic and beneficial for everyone. Resources: Albany County Historical Association’s Ten Broeck Mansion website: www.tenbroeckmansion.org The 9/11 Memorial & Museum website: www.911memorial.org/museum Fort Ticonderoga website: www.fortticonderoga.org National Museum of the American Indian website: https://americanindian.si.edu/ The Hudson River Museum website: www.hrm.org

For more than 25 years, Robert Rose has helped clients tell their story more effectively through digital media. As the founder of the Content Advisory, the education and consulting group for the Content Marketing Institute, Robert has worked with more than 500 companies, including 15 of the Fortune 100. He has provided strategic marketing advice and counsel for global brands such as Capital One NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and the Bill and Melinda Gates Foundation. I’m very excited to bring this episode to you today. He has written several books with CMI colleague, Joe Pulizzi, including Killing Marketing and Content Inc. On this episode of Destination the Left, I talk with Robert about how the travel and tourism industry can capitalize on and improve our content marketing work. How do you nurture and build trust with your audience? How do you increase your role as a go-to resource for information about the region or entity you serve? We talk about that and more in this stellar, news-you-can-use conversation. What You Will Learn: How to go miles deeper as a thought leader compared to your competition How to acquire an audience and build trust Becoming a reliable source of information for your travel/tourism customer Why social media followers are not your addressable audience Whether content marketing is part of your marketing strategy or is your marketing strategy How to increase the value of your contact to impact buying decisions Creating Subscribers One of the interesting twists Robert brought to the conversation was about subscribers. The goal of content marketing is to create subscribers. He says, “When we think about a Facebook follower, or a podcast listener, or a Twitter follower, that is not an addressable audience. You are still depending on someone else’s algorithm to put our message of trust in front of that audience. A subscriber is something different. They see that post on Instagram or that great post you wrote, yes. But a subscriber is someone who signs up after reading one of those things, not for the thing they got, but for the things that they’re going to get from you down the road.” Buyer’s Journey Another piece of the conversation with Robert focused on the buyer’s journey. In your work, what is the buyer’s journey from awareness to purchase? The art of content marketing is understanding when to reach out to the potential buyer and what information or ideas to present at that point in their buying decision. With the right kinds of engagement, awareness becomes engagement and engagement becomes a trip to your destination, and they guest sharing that experience with their social networks, and maybe even returning again. Resources: Website: http://killingmarketing.com/ Website: https://contentadvisory.net/ 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/