Destination On The Left

Connie Stopher serves as Executive Director of the Southern Idaho Economic Development Organization. In this role, she oversees the business and talent recruitment for a seven-county region. Since taking on the role of executive director in 2017, the southern Idaho region has experienced nearly $500 million in business expansions and nearly thousands of new jobs created. Previously, Connie served as the executive director of the South Coast Development Council in Coos Bay, Oregon, and as the economic development specialist at Bannock Development in Pocatello, Idaho. In both of those roles, Connie enjoyed the opportunity to create new business retention and expansion programs that helped revitalize struggling communities and assist existing and new businesses. Melissa Barry is the Executive Director of Southern Idaho Tourism. She is responsible for developing and promoting tourism and recreation in southern Idaho and helping to strike the balance between economic impact and environmental stewardship. Since taking the leadership role at Southern Idaho Tourism, lodging collections have risen from historically flat numbers to double-digit increases. Southern Idaho Tourism, has received multiple national press stories, and partner approval rating is at 94 percent. Prior to joining Southern Idaho Tourism, Melissa managed the marketing department at Cabela's, the world's foremost outfitter. On this episode, I talk with Connie and Melissa about how tourism and economic development go hand-in-hand, and some specific partnerships that they have forged in their region. From recruiting people to live and work to inviting visitors without damaging the natural resources that draw people to a region in the first place, working together with all potential stakeholders is the only way to really get the job done. What You Will Learn on this Episode: A "best-kept secret" pitch for talent recruitment Strategies you can use to marketing your region How to get locals to become tourism cheerleaders Ways stakeholders can manage visitor impact on natural resources How to grow tourism in rural areas Tourism as Economic Driver Tourism and economic development can get siloed, hampering the collaboration that can happen and boost a region economically. For Connie and Melissa, that means working together. For instance, they might combine their video promotion budgets to create a better end product than each could have done separately. Or what if tourism agencies and local chambers of commerce work in conjunction with each other? In some areas, this is a stretch, but it shouldn't be. There is a synergy that can happen when local communities welcome visitors, new residents, and new businesses to the region. When all of that happens together, communities thrive. Tourism in Rural Areas Why would anyone want to visit? That can be the sentiment from locals who don't realize the beauty and wonder of their own backyard. Connie and Melissa share how sometimes they need a little bit of help in identifying the assets they have, even in the smallest of communities. It comes down to realizing that they have assets that are worthwhile for visitors to see and participate. Resources: Website: visitsouthidaho.com Website: www.southernidaho.org Southern Idaho Economic Development's podcast, Secret's Out Idaho!: southernidaho.org/blog

Robin Boehler is a co-founder of international management consulting firm, Mercer Island Group. Mercer Island group is a prominent global marketing management consulting firm helping clients and agencies solve a broad range of business problems from building business and tough competitive markets, to creating strategic roadmaps, and matching the right clients and agencies for productive relationships, to name a few. Robin's unique ability to work with teams and help improve organizational productivity is the direct result of an eclectic background, including her degree in human development and family studies from Cornell University, several years of experience in elementary education, plus training and team building experiences across a myriad of industries, and extensive volunteerism experiences. She is a frequent speaker having presented and keynoted at events sponsored by the BMA, the four A's, AMI, and others. On this episode of Destination on the Left, I talk with Robin Boehler about her wealth of experience in starting and maintaining vital client/agency relationships. How do you uncover what you need from a marketing agency or PR firm and finding the right fit? Robin's wealth of experience and knowledge is on full display in this can't miss episode. Things to Consider When Choosing an Agency Partners If you think you are not big enough for an agency to want to work with you, think again. Travel and tourism business is a desirable category for both regional and national marketing agencies. How do you find an agency to work with? Robin's advice is to start with introspection. Know your organization and what you need before you start looking at your next agency relationship. Know why you need an agency. What are you trying to solve? The reason that's important is you need to know what business results you think will be improved by hiring an agency. Figuring out the right fit may take some time, but hopefully, you and this agency will be in it for the long haul. Take your time. Network Your Way to a Good List You don't want to automatically go with the first agency you meet. Find out what they are like and what their strengths are and see if that fits with your needs. Do you need a good media buyer? Help with social media? Good creative? Whatever the scope of work, Robin suggests starting with a list of 20 and meeting with at least 5 before making a final decision on who to work with. The goal is to take the mystery out of how this relationship is going to work. This isn't a commodity that you're buying. You're buying strategic intelligent, creative assets from a group of people who will be thinking partners with you. Resources: Website: http://www.mercerislandgroup.net/

Bill Geist is the Chief Instigator at DMOproZ, a firm specializing in strategic planning, governance, marketing, and legislative issues for convention and visitor bureaus, tourism-focused chambers of commerce, economic development organizations, and communities. Prior to forming DMOproZ, Bill served as the President/CEO of the Greater Madison (WI) Convention & Visitors Bureau. Bill is the author of Destination Leadership and a contributor to Fundamentals in Destination Marketing. He has provided consulting services to over 200 DMOs since 1995 and is a popular speaker on marketing trends and destination development across North America. On this episode of Destination on the Left, I speak with Bill about the shifting role of the DMO. Marketing is just the tip of the iceberg. DMOs have a larger leadership role to play in the economic fortunes of the communities they serve. It starts with an attitude of service, of giving back. What You Will Learn on this Episode: Why DMOs need to speak up on economic development issues in your communities The role of advocacy in DMO work What DMOs can do better than the internet Why understanding who you don't appeal to is as important as understanding who you do appeal to Why storytelling is only going to become more important in the work of DMOs How to connect more with the community you serve as a DMO Destination Leadership Organizations Recently, we have begun discussing the expanding role that DMOs are playing and should play in their communities and now we're thrilled to welcome a guest who has been promoting this conversation for a long time. Talk about great timing. Bill talks with us about the evolution of destination marketing over the past decades, and the need for destination leadership. He relates some stories of economic development missteps that could have been avoided if DMOs has raised their voice – but they thought it wasn't their place. DMOs can be a critical conduit of information and stories that will help communities flourish and visitors fall in love and return again and again. This is a wonderful conversation on the leadership role DMOs can and should play. It's Not About Heads in Beds Bill believes DMOs have often done a poor job of telling the story of their value to a community. At the end of the day, it's not about heads in beds – what DMOs do is improve quality of life. They make their destination a better place to live. It comes down to communication. DMO directors would love to hear from you, and the community is waiting for leaders to sit down and talk about what's happening, what they can promote and what stories they can tell on your behalf. It's a two-way street, but Bill Geist is encouraging DMOs to take the lead! Resources: Website: dmoproz.com/ Website: longwoods-intl.com/travel-tourism-research/ Facebook: facebook.com/DMOproZ Twitter: @DMOproZ Destination Leadership Book: Destination Leadership Book Episode Transcript

Cassandra Harrington has served as the director of Destination Marketing Corporation for Otsego County for over a year. Prior to that, she was the director of the Cayuga Lake Wine Trail and she started her marketing career as the membership development manager at the Seneca County Chamber of Commerce. In her own words she is "learning the inner workings of the group travel industry as well as the intricacies of New York state matching funds, and who's who in the igloo of the county, regional, and state tourism efforts." On this episode of Destination on the Left, I talk with Cassandra Harrington of the Otsego County Tourism board about sharing the tourism love beyond America's pastime at Cooperstown. How is the role of DMOs changing? How best can you help visitors and locals alike embrace those changes and reap the benefits of visiting or living in a given region? That's the conversation we're having, join in! What You Will Learn in this Episode: How local, regional and state DMOs can coordinate efforts and all win How to encourage group tours to your region that are more than "party busses" Using shoulder seasons to encourage savings on people's travel budget Ways to highlight both a "big draw" attraction as well as the "hidden treasures" in your region How to encourage locals to embrace the economic engine of travel and tourism Helping communities see the benefits of non-traditional lodging like AirBnB #NextGenDMO Cassandra is part of a growing trend of people who are coming into Destination Marketing Organizations from the attraction side of the travel industry. These newcomers have noticed the trend themselves and jokingly refer to the hashtag #NextGenDMO as they collaborate and experience their new roles together. It's safe to say the passion and sense of innovation they bring to their roles is welcome. As technology and the ways visitors experience a region change – for instance, not necessarily from a hotel room removed from town, but right in town, in your neighbor's short term rental property – DMOs are challenged with drawing in these visitors and finding ways to extend their stay and make it as memorable as possible. Attracting the Visitors and Engaging the Locals Another trend we're seeing is how DMOs are more and more filling the role, not just of attracting visitors, but getting locals excited about the economic opportunity and vitality that tourism brings to their home region. This is happening in Otsego County, home of the Baseball Hall of Fame and many more hidden gems that visitors have come to love and locals have treasured for years. The rise in popularity of short term rentals means that visitors are living side-by-side with locals during their stay. Highlighting the long-term benefits in infrastructure improvements and other ways occupancy taxes of those visitors help the local economy has become part of the DMOs job description. Resources: Website: otsegocounty.com/depts/tor/

Richard Arnold is the Director of Fun at Atlantic Travel and Tours. He is a graduate of Acadia University and has been with Atlantic since 1987. He is also a member of the board of Travel Alliance Partners, where he serves as treasurer. After working as an employee for many years, Richard took the plunge and purchased Atlantic Travel and Tours. He is a busy man- but he'll be the first to tell you his first love is hosting the trips and being a tour director. Though his title is now Director of Fun, he still gets out in the field and leads trips from time to time. He says, "I want to be judged on the job, not on the fact that I am president of the company. At the end of the day, if I'm not doing my job, I need to hear it like any other tour manager." On this episode of Destination on the Left, I talk with Richard Arnold about his longtime experience in running tours in an around Nova Scotia and outbound tourism to the far reaches of the world. How has group travel changed? How can you stay competitive? How can you continue to make a profit and make promises like a guaranteed departure trip? We discuss answers to these questions and many more. What You Will Learn in this Episode: How to balance the people side of the business with the numbers side How to make a guaranteed departure policy work, even with a low headcount Partnering with "competitors" to run a larger, more profitable tour The difference between what is most memorable and what makes people open their wallets in the first place How to build greater tourism awareness in your destination community Evolution of Group Touring In the early 2000s, many thought the era of group touring was over. People want to follow their own path, conventional wisdom said. Richard thought something else was happening and developed what he calls "the illusion of choice." Part of this is about giving people a sense of having freedom of choice. When you offer options, Richard has found that most people default to joining the larger group anyhow. But you've empowered them with a choice, which is what travel consumers want these days. Paying Attention to the "Wow" Richard has uncovered a gem of wisdom in his 33 years in the industry- often the thing that caused a touring client to open their wallets in the first place is different from what they find most memorable about a tour. Be sure to pay attention to those "wow" factors that may not be the reason people initially book a trip, but what they get out of it in the end. What "wows" one person might not "wow" another. The greater the customization you can offer (even in group tour offerings), the bigger the "wow". Richard shows us how you can find ways to make any size tour for any length of time work, through strategic partnerships or just creative thinking and attention to your bottom line. Resources: Website: atlantictours.com Twitter: @Atlantic_Tours Facebook: facebook.com/atlantictourslimited

Dr. Kirsten Ellenbogen brings more than 25 years of experience to her role as the third president of Great Lakes Science Center in Cleveland, Ohio. Kirsten's energetic leadership during the last two decades has advanced informal STEM education. Her leadership activities at Great Lakes Science Center have included the launch of a new strategic initiative, Cleveland Creates, developed in collaboration with regional workforce development leaders to change the community's manufacturing narrative through STEM education for middle school youth and families. Kirsten has worked at five museums during the past two decades and consulted for more than 30. She is a founding leader of the Northeast Ohio STEM Ecosystem Collaborative and has been appointed to serve on the mayor's steering committee on sustainability as well as the planning and Urban Design Committee of the Group Plan Commission. She holds a Ph.D. in science education from Vanderbilt University and a BA from the University of Chicago. On this episode of Destination on the Left, I talk with Dr. Kirsten Ellenbogen about science, city-wide collaboration, and national partnerships in museum tourism. Kirsten also breaks down the vast difference it makes when other institutions speak with each other and work together, instead of being adversarial. What You Will Learn: How to work with competitors to establish points of differentiation The power of saying yes How to manage a challenge to attendance in what should be your busiest season Working with other community players to achieve and exceed expectations around a huge community event How to maintain your roots as a beloved institution while also connecting with first-time visitors Working with other nearby cultural institutions to create a wider "campus" Cathedral thinking – Looking at tourism development from a generational perspective How strategic plans bring focus to both what you are working on and what you are not working on From a "No" Organization to a "Yes" Organization Organizations get reputations. When you have a reputation for saying no, opportunities start to dry up, and you get stuck in a rut of doing the same things year after year. Saying yes can also have its challenges, like when your city is hosting a national political convention. Kirsten talks about how to bring stakeholders together to think through the best ways to face the challenges and opportunities when you invite the nation into your town. Cathedral Thinking We also revisit a concept from another episode – Cathedral Thinking – as we explore what it means to be a cultural institution with a long view, and a view to contribute and participate fully in the community where you are situated. Planning isn't just about the next year or two, but about laying a foundation for generations to build on. That may sound grandiose, but when you are a cultural institution in a community rich with art, sports, music, and science attractions, taking the long view together is just good stewardship. What foundations are you laying down for future generations? Resources: Website: greatscience.com Facebook: facebook.com/greatlakessciencecenter/ Twitter: @GLScienceCtr

Tiffany Gallagher is eastern USA branch manager for Civitas, where she helps clients form and manage Tourism Improvement Districts. Throughout her career, she has shown a strong commitment to the tourism and business communities. Most recently she served as the President of the Greater Syracuse Hospitality and Tourism Association and currently serves on the New York State Hospitality and Tourism Board of Directors. Relevant experience also includes; serving on the Board of Directors of Destination Marketing Organizations, Strategic Planning Councils, and Business Improvement Districts. On this episode of Destination on the Left, I talk with Tiffany about how Tourism Improvement Districts (TIDs) can create a public/private partnership that brings huge benefits to a travel region. These can be formed around hotel accommodations, wineries, breweries or ski resorts. TIDs create a stable funding stream and puts decision-making in the hands of industry leaders in the region. What You Will Learn: The role that Tourism Improvement Districts (TIDs) play in building a destination's competitive advantage How TIDs are getting more traction in the eastern United States How to set up a TID as a legal entity Why TIDs are a benefit to both the public and private sector in the district The crucial role of relationships in DMOs, local government, and industry in a successful TID partnership How to gather the general data needed and the buy-in to form a TID in your area How a TID establishes a stable funding stream to market your region as a unique travel destination Why there are no size requirements for establishing a TID – from one hotel to major cities How TIDs can form around any travel-related industry (wine, brewery, skiing, etc.) that agrees to form one When and Why to Form a TID TIDs are an exciting concept that has been a big factor on the west coast of the US and are slowly growing in popularity across the eastern US. What makes a TID such an attractive idea? The power, Tiffany tells us, is that this funding mechanism is championed by the industry. It is also managed and spent by the industry. TIDs are a stable form of marketing funding that hotels or other travel categories in a region can use until it doesn't make sense anymore. If the payers are not benefitting, they can disband the TID. How to Form a TID A Tourism Improvement District is a legal entity. Tiffany has formed organizations as small as one hotel and as large as all the hotels in a mid-sized city. Relationships are key, as this is essentially a public/private partnership between local governments and the industry players in a given region. Resources: Web site: http://www.civitasadvisors.com/ LinkedIn: https://www.linkedin.com/in/tiffany-gallagher-09a0146/ Email: tgallagher@civitasadvisors.com

Fred Bonn of New York State Park, Finger Lakes Region, and his management team, oversee 29 facilities across 10 counties. In 2018, Finger Lakes Parks has welcomed over 3. 8 million patrons who enjoyed hiking, swimming, boating, golf, and camping. Prior to joining New York State Parks, Fred served as the director of the Ithaca-Tompkins County Convention and Visitors Bureau. Currently, he serves on the board of the Finger Lakes Tourism Alliance, and the State Theater of Ithaca. He also represents New York State Parks on the Erie Canal National Heritage Corridor. On this episode of Destination on the Left, I talk with Fred about regional collaboration from the perspective of a state-run entity. He has some fantastic success stories to share about working to enhance the visitor experience at the parks he and his team manage and paying attention to all the resources that abound beyond the park borders. He also ends with arguably our most delicious co-opetition story yet, so listen in for a truly special episode. What You Will Learn: Equipping all customer-facing staff with training to answer basic questions about your destination and region Finding funding and working with key stakeholders to enhance the visitor experience at your venue Tying your destination into the broader visitor experience of your region How to manage huge maintenance projects at key attractions while protecting public safety Empowering people to come up with solutions Taking blinders off and working for a greater good Best practices for successful partnerships The power of face to face conversation in travel planning Taking travel information to where people are actually going Taking the Blinders Off Even if you're just a little cabin in the woods, you are part of a wider region where people are spending time vacationing. The more you can look beyond your individual business, the more opportunities you will find. For Fred Bonn and the Finger Lakes area state parks, that meant not just thinking about hikes and camping, but about the regional wines, craft beverages, history – everything that draws people to visit the Finger Lakes region. Travelers don't pay attention to town or county lines when they are planning their itinerary, so the more local businesses, public entities, visitors bureaus, and DMOs can work together to market a region – the more pie there is to share. That is the lesson Fred continually learns and preachs to others in his work. Lessons From the Ice Cream Sundae Wars Controversy is sticky. People pay attention when there is a controversy. So when Ithaca, NY found out that Two Rivers, Wisconsin was trying to lay claim as the birthplace of the ice cream sundae, war may not have been inevitable – but it made for some good headlines. It was the perfect opportunity for some good old-fashioned co-opetition. Both towns agreed to boast that they were the first, with the thought that maybe they would get some national media attention. Not only did it work, but when a media outlet would interview one town, they would call the other to give them a few clues about how to keep stoking the flames. "Reality" TV is not the only place where fake controversy can pay off- publicity from friendly rivalries can be a great way to garner attention and a win-win for both participants. Resources: Website: parks.ny.gov Fred Bonn on LinkedIn: https://www.linkedin.com/in/fredbonn/

Sam Filler serves as the executive director of the New York Wine and Grape Foundation, the main trade association responsible for statewide investments in research and promotion on behalf of the New York wine and grape industry. He previously served as director of industry development at Empire State Development. In that role, Sam worked closely with the alcoholic beverage industry and policymakers to implement governor Andrew Cuomo's Craft Beverage Initiative. Sam is a graduate of Vassar and New York University. He serves on the boards of Cornell Agritech Advisory Council, National Grape Research Alliance, Wine Market Council, and New York Kitchen. On this episode of Destination on the Left, I talk with Sam about the intersection of the craft beverage industry and travel and tourism. The regional nuances, especially of wines and other craft beverages, create a tremendous opportunity for destinations and the beverage makers who call that region home. Credit: Wine and Grape Foundation WHAT YOU WILL LEARN How to work together across a region to promote niche markets like craft beverages as part of the tourism fabric of the region Where to look for marketing dollars and join in creating a bigger impact through regional partnerships How you can lose economic development marketing dollars if you have no one in charge of deciding when and where to spend those dollars Ways to better know your target market, and target the right messages to that market How to bring the right tactics and strategies to your marketing plans, even on a limited budget GETTING CRAFTY Craft beverages are becoming a huge industry. Every town and hamlet, it seems, has at least one winery, brewery, and distillery, dispensing locally hand-crafted wine, beer, and spirits. And of course, all of those adult beverages are a big part of the travel and tourism industry. Wine and beer trails are becoming more popular and drawing in a larger audience. These trails and other craft beverage related events present a great opportunity for beverage makers, regional hotels, restaurants and other destinations to work together to create a unique and memorable visitor experience. STRATEGIES AND TACTICS One of the challenges of collaborating with multiple players in a given region is figuring out who is in charge of what. With a project like a wine trail, the point person is likely running a business full-time alongside this volunteer commitment. Sam saw the need to develop a "set of tactics and strategies that we can offer to these wine trails that they can kind of pull from and know that there are tried and true techniques to attract the right people." So through the Wine and Grape Foundation set about to provide exactly this kind of strategic direction and some real tools that can filter down to the smallest, smallest winery. RESOURCES Website: newyorkwines.org

Tami Brown currently serves as the General Manager for the Greater Cleveland Aquarium, the only independent aquarium in Ohio. Tami promotes the tenets of "servant leadership", and her fascinating career path has wound between the arts and culture industry and the travel and tourism industry, giving her unique insights into both. Tami has spent her career working with attractions in northeast Ohio including the Western Reserve Historical Society, the Center for Contemporary Art, the Cleveland Museum of Art, and the Cleveland International Film Festival. She served as Vice President of Marketing for Positively Cleveland, a non-profit dedicated to using tourism to drive economic vitality throughout the region. She also serves on many boards of directors, including the Ohio Travel Association, the Tourism Ohio Advisory Board, the Center for Community Solutions, and Flats Forward (representing the Flats neighborhood of Cleveland). On this episode of Destination on the Left, I talk with Tami about the overlap between the arts and culture industry and the travel and tourism industry, and why that often-overlooked relationship has the potential to be a powerful driver for both industries. Listen to our conversation, and learn how effective partnerships can benefit everyone involved. What You Will Learn: How Tami's career diversion into marketing ironically led her to her dream job in the arts and culture industry. Why authenticity is the key to standing out as a desirable destination The power and potential of leveraging connections within different industries How an unexpected partnership with a local craft brewery to helped grow a program to protect and endangered turtle species The importance of communication when creating a partnership Why Do Partnerships Matter? One of the major challenges we the travel and tourism industry face is in finding new ways to promote ourselves. Tami provides a great example of the benefits that partnering with other organizations can provide. Her contacts within both the cultural and tourism industries have allowed her to use outside-the-box thinking to come up with innovative marketing possibilities. There is an obvious and logical overlap between tourism and the arts and culture industry that is too often ignored. By reaching out and forming cross-industry connections, we can form strong relationships that have broad-reaching effects. When Opportunity Knocks Opportunities to promote our industry are everywhere, as long as we remain open-minded and ready to cooperate. We already know the dramatic economic impact that destination marketing can have, so the natural extension of that mindset lies in coordinating our efforts wherever possible. Through its partnerships with businesses and organizations in a variety of industries, the Greater Cleveland Aquarium is leading by example. That's why it was my great pleasure to speak with Tami about her efforts. Resources: Website: www.greaterclevelandaquarium.com Episode Transcript