Destination On The Left

Born and raised in Michigan, Kevney Dugan grew up playing any sport he could make time for. In the long run, trail running, mountain biking, and fly fishing were the sports that stuck. Fly fishing was the one that offered a working opportunity out of college and took him to Livingston, Montana; San Jose, California; Jackson, Wyoming; and eventually to Bend. Having the opportunity to be the President/CEO of Visit Bend is a dream come true. Rarely does one have the opportunity to take their passions and provide them on such a grand stage to such a wonderful community. On this episode of Destination on the Left, I talk with Kevney Dugan and discuss how Visit Bend is leveraging influencer marketing to help build awareness and encourage visitation during off-peak times. We also dig into how his team balances the visitors’ needs with those of residents by concentrating on workforce development and prioritizing sustainability. What You Will Learn in this Episode: Kevney’s unconventional path into destination marketing How Visit Bend has used influencer marketing and why it works so well for them Why they’ve honed their marketing to concentrate on fall, winter, and spring as a great time to visit Bend The importance of bringing the community on board when creating a marketing and PR strategy How Visit Bend is working hard to solve the workforce issue and help young people see travel and tourism as a viable career path Why they created the Bend Sustainability Fund, projects it contributes to, including riverbank restoration and creating new trails, and why it will change the future of the destination How Visit Bend is telling the Authentic Story of their Destination Kevney joins us on the podcast to discuss the evolving landscape of consumer engagement and the power of trusted voices in marketing. We discuss why today’s consumers are drawn to information from sources they trust, which means that strategies like influencer marketing are an important consideration for DMOs. He highlights that collaborating with influencers helps his team share the destination with target demographics. These influencers, using their authentic voices, share their experiences in Bend, leading to significant engagement and even influencing travel decisions based on their experiences. Creativity in the Face of Challenges Our discussion sheds light on the importance of adaptability and creative problem-solving, in the wake of unprecedented challenges like those the travel industry faced in 2020. Kevney shares how challenges often spur creativity and innovation, and why, instead of dwelling on the negatives during tough times, it’s crucial to use such moments as learning opportunities, aiming to emerge stronger. Workforce Development We also talk about how Visit Bend is engaging middle school and high school-age students and helping them to think about travel and hospitality as a viable career path. He discusses how they hope it’s going to help with the labor shortages they’re currently seeing. Kevney emphasizes that workforce development is all about planting that seed early on and that this industry has some amazing opportunities. Resources: Website: https://www.visitbend.com/ LinkedIn Personal: https://www.linkedin.com/in/kevney-dugan-4a858a8/ LinkedIn Business: https://www.linkedin.com/company/visit-bend/ I am so excited to announce that my first book, Stronger Together: Building World-Changing Collaborations that Succeed, has been released! Help me celebrate this milestone and expand your knowledge about collaboration. Find out more information here: nicolemahoney.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/

Episode 351: Mike Skladony serves as the general manager of the consumer services team at Semcasting. He oversees all travel, entertainment, tourism, higher education, and nonprofit clients. Mike’s team of audience developers, account managers, and campaign managers work with clients hand in hand to develop audience solutions and win digital campaign strategies. Mike started his career with Semcasting in 2012, straight out of college and right into a role as Semcasting’s first digital account executive.   On this episode of Destination on the Left, Mike Skladony and I discuss how to apply traditional advertising approaches to the digital landscape. We dig into the importance of first-party data and why it plays an important role in both marketing strategy and results. Mike also elaborates on why collaboration and data sharing are essential for successful marketing campaigns.   What You Will Learn in this Episode: The specific challenges in measuring the effectiveness and ROI of programmatic advertising How we can apply traditional marketing strategies to the digital landscape Why collaboration and data sharing between companies enhances marketing campaigns How merging traditional and digital marketing methods helps achieve affordability for consumers Effective strategies for optimizing media spend and allocating resources in advertising campaigns How Programmatic Advertising Works Mike and I discuss how programmatic advertising can be a powerful tool for effectively targeting a specific audience and driving engagement. He highlights the importance of analyzing both behavioral and deterministic characteristics of the target audience to create highly targeted campaigns. By combining data from various sources, including mobile location history and offline deterministic data, advertisers can identify the right audience and deliver personalized ads. Although Mike cautions that while programmatic advertising may not always directly result in immediate conversions or sales, it plays a significant role in building brand awareness and influencing buying decisions. Data Sharing for Better Outcomes During our conversation, we also dived into collaboration and data sharing between companies and how it can improve marketing campaigns by providing a more comprehensive and accurate understanding of the target audience. When different companies come together and share their first-party data, it allows for a deeper level of insights and segmentation, leading to more precise targeting and messaging. By combining data from various sources, marketers can gain a holistic view of consumer behaviors and preferences, enabling them to create more personalized and effective campaigns. Sharing data can help optimize media spend by identifying overlap and avoiding duplication in targeting efforts. As we almost always find when talking to our guests on the podcast, we heard from Mike that collaboration and data sharing foster a collaborative ecosystem where companies can leverage each other’s strengths and resources to achieve better marketing outcomes. Resources: Website: https://www.semcasting.com/ LinkedIn Personal: https://www.linkedin.com/in/mikeskladony/ LinkedIn Business: https://www.linkedin.com/company/semcasting-inc/   I am so excited to announce that my first book, Stronger Together: Building World-Changing Collaborations that Succeed, has been released! Help me celebrate this milestone and expand your knowledge about collaboration. Find out more information here: nicolemahoney.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/

Episode 350: Jennifer Barnwell is President of Curator Hotel & Resort Collection. Launched in November 2020, Curator provides lifestyle hotels the power to compete together while allowing its members the freedom to retain what makes their hotels unique. Before moving over to Curator, Barnwell was Senior Vice President of Asset Management of Pebblebrook Hotel Trust, a leading real estate investment trust, which was formed and went public in late 2009. She oversaw hotels on the West Coast in San Francisco and Los Angeles and had a team of three Asset Managers reporting to her. Prior to joining Pebblebrook Hotel Trust, Barnwell was Senior Vice President of Peninsula Real Estate LLC, a private real estate investment fund based in New York. While at Peninsula Real Estate LLC, she was involved in all aspects of the fund, including formation, acquisitions, and asset management. Previously, Barnwell was Vice President of Tishman Hotel & Realty LP, where she was involved in Tishman Hotel & Realty’s many activities, including acquisitions, management, asset management, development, and brokerage. Jennifer holds a B.S. from The School of Hotel Administration of Cornell University, graduating with Distinction. Barnwell currently serves on the Board of the Boutique Lifestyle Leaders Association (BLLA). On this episode of Destination on the Left, I talk with Jennifer Barnwell about the Curator Hotel and Resort Collection, a new idea that was launched in 2020 to serve independent hotels. We discuss how to amplify smaller brands and the creation of curated experiences that are bookable, memorable, and unique. What You Will Learn in this Episode: How, by harnessing the power of scale and working together, hotels can compete more effectively and achieve better financial results Why building collaborative programs requires education, commitment, and awareness How collaboration allows independent hotels to negotiate better financial terms and access a wide range of offerings at a lower cost The importance of open communication, transparency, and collaboration in running a successful collaborative program How Curator helps promote the hotels in their collection with savvy digital marketing and showcasing unique experiences Independent Hotels Getting Ahead Through collaboration, independent hotels can pool their knowledge, experiences, and resources, allowing them to compete more effectively with larger chain hotels. Jennifer shares how this sense of togetherness helps to level the playing field and fosters a strong support system within the industry. By embracing coopetition, independent hotels can find common ground and work towards collective growth, while still maintaining their unique qualities and identities. Through collaboration, they can also offer a huge range of offerings and amenities that cater to different preferences and interests to enhance the overall guest experience. Authenticity and Honesty Jennifer emphasizes the importance of open communication, transparency, and collaboration in building successful partnerships. Through collaboration, independent hotels can amplify their brands, attract more guests, and create a sense of place that sets them apart in the industry. Unique Experiences By collaborating with independent hotels, Curator can curate and showcase experiences that are truly one-of-a-kind to make their guests’ experiences even better. These experiences can range from local culinary adventures, immersive cultural activities, vibrant art exhibits, and outdoor adventures. They help provide guests with memorable and authentic moments that really can’t be replicated elsewhere, making sure that every stay within the Curator network is a fabulous experience. Resources: Website: https://www.curatorhotelsandresorts.com/ LinkedIn Personal: https://www.linkedin.com/in/jennifer-barnwell-a8689ba/ LinkedIn Business: https://www.linkedin.com/company/curator-hotel-and-resort-collection   I am so excited to announce that my first book, Stronger Together: Building World-Changing Collaborations that Succeed, has been released! Help me celebrate this milestone and expand your knowledge about collaboration. Find out more information here: nicolemahoney.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/

Ariel Azoff, Executive Director at Atlas Obscura, has a rich background in media, tourism, and sustainability. She explores the increasing demand for unique travel experiences, especially after COVID-19. Ariel discusses innovative collaborations, such as the 'Small Town Big Story' with Brand USA, and highlights the importance of storytelling in uncovering hidden gems. She emphasizes the shift towards modernizing visitor guides with technology and the emotional connections fostered through travel narratives, inspiring listeners to embrace curiosity.

Episode 348: Susan Namulindwa is the founding Director of Girls Run Period, an organization focused on Advocacy for ending Period poverty and women’s rights. She is the Founder and Executive Director of Maama Watali and Africa Trade Desk and the Vice President Canada with the Canada-Africa Chamber of Business. Susan has long standing expertise in policy, partnerships, strategy, outreach, and communications, as well as an experienced fundraiser, presenter, and trainer. She is an advocate for the use of inclusive trade to lift communities out of poverty. Susan is very involved in her community in Canada and Africa and the broader International African Diaspora through various community development initiatives on gender equality, environment, connectivity, food security, diversity, and inclusion. She is passionate about women and girls’ leadership, well-being, and development. On this episode of Destination on the Left, Susan Namulindwa dives into her passion for creating trade and business opportunities for Africa and why aid without a relationship is ineffective. She shares why and how she started Girls Run Period, which is focused on ending period poverty in Africa, and how that led her to build world-changing collaborations. What You Will Learn in this Episode: Susan shares more about how Girls Run Period combines running with addressing period poverty in Africa, focusing on empowerment, collaboration, and sustainable tourism The importance of business relationships and trade partnerships for Africa’s development Why Susan and her team entered the UNWTO Tourism Challenge, and how it helped them with aligning their idea with the goal of bringing tourism to small rural communities Some of the amazing events Girls Run Period has organized, including a cross country meet with thousands of attendees and the support of world marathon record holder Eliud Kipchoge Their future plans supported by Athletic Kenya and the local and national governments, that are helping them expand their impact and empower even more girls Founding Girls Run Period Susan shares her passion for creating trade and business opportunities for Africa and discusses how Girls Run Period aims to end period poverty through running events. She talks more about how she came up with the idea for creating an event that would get women excited about participating in a marathon in the Rift Valley and how her own enthusiasm for running led her to link the cause of empowering girls and women in Africa with funding local businesses to provide sanitary wear so girls don’t miss out on crucial years of education. World Changing Collaborations Susan shares why collaboration lies at the heart of Girls Run Period’s success. Through partnerships with running clubs, athletic organizations, schools, and health professionals, the program is able to create a network of support that extends beyond running. This collaborative approach ensures that girls receive not only the necessary supplies but also mentorship, health services, and educational opportunities. By working together, Girls Run Period is able to maximize its impact and create lasting change in the communities it serves. Promoting Sustainable Tourism Girls Run Period combines two powerful forces – running and tourism – to create a positive impact. Participants not only get to run in iconic destinations like Kenya’s Rift Valley but also support the cause by paying fees and donations. This unique approach promotes sustainable tourism and helps generate funds for the initiative’s important work. Susan discusses trade over aid, and why she is a strong advocate for trade partnerships that benefit both Africa and its global partners. By supporting local entrepreneurs who produce reusable sanitary pads, Girls Run Period empowers girls and women while contributing to environmental sustainability. This approach aligns with the sustainable development goals and showcases the trade and business opportunities available in Africa. Resources: Website: https://www.girlsrunperiod.org/ Facebook: https://www.facebook.com/GirlsRunPeriod/ Twitter: https://twitter.com/GirlsRunPeriod Marathon Campaign: https://www.girlsrunperiod.org/marathon-campaign/ Awake Tourism Challenge: https://www.unwto.org/unwto-awake-tourism-challenge The Awake competition attracted more than 2,000 entrants from 120 countries worldwide. The most submissions were from Europe, the Americas and Africa, followed by Asia and the Pacific and the Middle East. From these, an expert jury selected 30 finalists and then 15 winners: https://www.unwto.org/news/unwto-announces-winning-start-ups-for-awake-tourism-challenge UNWTO Sustainable Development Goals: https://sdgs.un.org/goals I have exciting news! I’m publishing my first book, Stronger Together: Building World-Changing Collaborations that Succeed. I’d love for you to join my very first book launch team to help me reach my goal of 50 Amazon reviews in the month of September. Go here to join: https://nicolemahoney.com/#join! 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 347: This week is the second in our two-part series coming to you from the Destinations International annual convention in Dallas, Texas. I have seven inspirational guests with me to share more about what has helped them be successful in the destination marketing industry and what advice they have for future tourism industry leaders. I also asked each of them to describe the convention in just one word — I think you’ll be fascinated by their answers. Joe Marinelli: President of Visit Savannah Julie Gilbert: President & CEO for Destination Door County Kalene Griffith: President & CEO of Visit Bentonville Leonard Hoops: President & CEO of Visit Indy Paige Shepherd: Director of Tourism for the Chickasaw Nation Division of Commerce Paul Nursey: CEO of Destination Greater Victoria Ron Price: President & CEO of Visit Phoenix The Family Feel of the Destinations International Annual Convention My inspirational guests share their thoughts on why connecting with others in the travel and tourism industry is an invaluable part of their professional development. They also share what the word partnership means to them and dive into the importance of collaboration in destination marketing. Joe Marinelli: President of Visit Savannah Joe shares how he would describe the travel and tourism industry to a future tourism professional as a versatile option. He highlights some of the roles you can do, some of the routes your career can take you, and how you can do the job anywhere you want in whatever capacity in smaller towns, in New York City, or even internationally. Julie Gilbert: President & CEO for Destination Door County We discuss how Destinations International has helped Julie move forward in her career with a community-shared values focus. Julie explains how the annual convention allows travel and tourism professionals to come together to discuss what’s happening in the industry, what’s trending, best practices, and how to better communicate with your community, stakeholders, and municipalities. Kalene Griffith: President & CEO of Visit Bentonville Kalene dives into what the word partnership means to her — particularly how DMOs can act as leaders in our communities and work with others to become experts in a wide range of niches. Our partnerships are how we work together as a group, how we work with other travel and tourism professionals to extend our knowledge base, and the ways we serve our community. Leonard Hoops: President & CEO of Visit Indy We dig into why Leonard chose collaboration as his Destinations International event keyword. Travel and tourism professionals collaborate on ideas and strategies to address issues and make new relationships that go well beyond business-to-business relationships. He shares some of the lifelong friendships he’s made through the conference and how they have provided value to his professional and personal life. Paige Shepherd: Director of Tourism for the Chickasaw Nation Division of Commerce Paige shares more about her vast rural destination and elaborates on how events like Destinations International helps her be a better travel marketer by allowing her to build authentic connections with others in the industry. She also shares what partnership means in the context of the Chickasaw Nation and why the success of the communities is the success of the tribe and the destination. Paul Nursey: CEO of Destination Greater Victoria Partnership, to Paul, goes deeper than a transaction, and he shares why it needs to be founded on some principles of understanding the core objectives that you each have and discovering the potential synergy to build a solid foundation for a long-term partnership. He highlights the importance of taking the time upfront, doing your due diligence, being thoughtful, and not rushing into partnerships but ensuring that the collaboration is mutually beneficial. Ron Price: President & CEO of Visit Phoenix Ron and I dive into the importance of building a shared vision, as well as shared values, with the community and its leaders in your destinations. He shares how he communicates with stakeholders in his location to ensure the DMO can collaborate effectively to serve both visitors and locals. He discusses how travel and tourism professionals can fulfill their role as community architects and work collaboratively to find that common ground to move a project forward. I just loved diving deep into the details of how events like the Destinations International Conference can move the needle on careers and professional development within the tourism industry. Our guests, all leaders in the tourism sector, shared invaluable insights on honing their skills, the essence of partnership, the significance of collaboration, and the family-like support of the Travel and Tourism community. I have exciting news! I’m publishing my first book, Stronger Together: Building World-Changing Collaborations that Succeed. I’d love for you to join my very first book launch team to help me reach my goal of 50 Amazon reviews in the month of September. Go here to join: https://nicolemahoney.com/#join! 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 346: This week on the show, we’re enjoying another travel conference edition. Join us at Destinations International (DI) as we talk to a panel of distinguished guests from the tourism industry. With decades of combined experience, they delve into the world of careers and professional development in tourism. From the resilience of hospitality professionals to the importance of collaboration and partnerships, we want to share insights gained at DI. Butch Spyridon: President & CEO of the Nashville Convention and Visitors Corporation Catherine Jenkins: Marketing & Communications Manager at Kent County Tourism Corp Cheryl Kilday: President & CEO of Destination Myrtle Beach Darien Schaefer: President & CEO at Visit Pensacola, Inc. Darryl Leggieri: President at Discover Saratoga-Saratoga Convention and Tourism Bureau Gary Wheat: President & CEO at Visit Macon The Power of Partnerships: Success Stories Shared at Destinations International Each guest answered five questions about the value of events like Destinations International and why coming together with others in the travel and tourism industry makes you a better tourism professional. They share what the word partnership means to them and share the importance of collaboration in their roles. Butch Spyridon: President & CEO of the Nashville Convention and Visitors Corporation On the show, Butch discusses his 30 years of experience in the hospitality industry and highlights the resilience and hardworking nature of those in the travel and tourism niche. He also emphasizes the importance of creating bonds and friendships in one’s career and establishing a network. Butch also shares why he believes that experiences we enjoy during travel can be more valuable than material possessions. Catherine Jenkins: Marketing & Communications Manager at Kent County Tourism Corp Catherine shares that attending the conference has made her a better professional by providing opportunities to learn from industry experts and peers. She emphasizes the importance of collaboration and partnerships in her success and how the travel and tourism communities provide support for her work. Overall, Catherine describes the DI conference as inspiring and exciting and a place that makes her feel ready to rejoin her colleagues in Kent County and start making plans for the future. Cheryl Kilday: President & CEO of Destination Myrtle Beach We welcome Cheryl back to the show to share her thoughts on Destination International as a place to access data about the travel and tourism industry, talk to the people who developed it, and interact with that information to get a deeper, better understanding than just reading it off of an online article. Cheryl also emphasizes the importance of peer-to-peer connection and why building a network and developing relationships at the conference is so helpful. Darien Schaefer: President & CEO at Visit Pensacola, Inc. Darien dives into why partnership is critical to what we do in destination marketing. He talks about the value of working with peer organizations in your destination and elaborates on why it is key to our success to build as many partnerships as we can. Darien also shares that his words for Destinations International in 2023 are beneficial and important. Darryl Leggieri: President at Discover Saratoga-Saratoga Convention and Tourism Bureau We’re always looking to give newcomers to the travel and tourism industry a helping hand, and Darryl shared the advice he would offer. He highlights the importance of the bonds and friendships you create over your career and why establishing your network is so important. Darryl explains why he describes his experience at Destinations International as engaging and why he loves catching up with colleagues on the conference floor. Gary Wheat: President and CEO at Visit Macon Gary and I discuss the power of partnership. He describes how talking to and learning from his counterparts in the travel and tourism community with a shared understanding is therapeutic. As Gary shares his enthusiasm in creating a positive experience for travelers, his deep understanding of the travel and tourism industry is inspiring. Gary explains why his words for Destinations International in 2023 are friendship and validation. From the importance of networking and collaboration to the resilience and adaptability required in the face of challenges like the pandemic, these professionals share their insights and experiences. As they highlight the value of strong partnerships, continuous learning, and making a difference in their communities, it becomes clear that the tourism industry is not just about travel and hospitality—it’s about forging connections, creating memorable experiences, and shaping the future of destinations. Stay tuned for the second part of our series, where we will continue to hear insights from travel experts at Destinations International. I have exciting news! I’m publishing my first book, Stronger Together: Building World-Changing Collaborations that Succeed. I’d love for you to join my very first book launch team to help me reach my goal of 50 Amazon reviews in the month of September. Go here to join: https://nicolemahoney.com/#join 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 345: Rachel Brown is the Executive Director of Visit Durango. In her role, she leads the team of tourism marketing and sustainability experts at the award-winning Destination Management & Marketing Organization (DMMO) for southwest Colorado’s most visited region. Rachel has over ten years of experience in tourism marketing and has held director positions at Visit Fisherman’s Wharf, San Francisco, and Visit Oakland. She has earned a Global Sustainable Tourism Council Certification, sits on the Board of Directors of the Colorado Tourism Office, and is the Chair of the Marketing Committee for the Colorado Tourism Office. Rachel has always had a passion for travel and tourism and has visited over 40 countries on six continents. On this episode of Destination on the Left, I talk with Rachel Brown about sustainable tourism and the ways that Visit Durango is supporting sustainability throughout the community. She shares why they created a new organizational structure and moved from being a Destination Marketing Organization to a Destination Marketing and Management Organization. What You Will Learn in this Episode: Why Destination Management Organizations (DMOs) need to take action and address sustainability issues Opportunities and challenges faced by DMOs during the COVID-19 pandemic, including the need to shift towards a sustainability stewardship approach and the importance of effective communication Rachel shares the benefits of building partnerships and discusses how they got Durango included in the Colorado Historic Hot Springs Loop The advantages of having an in-house marketing team for a DMO including agility, adaptability, and cost savings Why they transitioned from a destination marketing organization to a destination marketing and management organization, and their triple bottom line approach (planet, people, profit) in destination management Recognizing the Triple Bottom Line Approach Rachel shares how the shift to sustainable destination management has brought so many benefits to Durango. It has helped alleviate the negative impact of over-tourism, ensured the preservation of natural resources, and enhanced the local community’s quality of life. By prioritizing sustainability, Durango has become a more desirable destination for socially and environmentally conscious travelers, attracting visitors who appreciate and support responsible tourism practices. Visit Durango also recognized the need to adopt a triple-bottom-line approach to sustainability, encompassing environmental, social, and economic factors. While DMOs have traditionally focused on the profit aspect, Visit Durango is committed to prioritizing environmental conservation, supporting local communities, and creating a balance between the three aspects. Shifting from Marketing to Stewardship Rachel shares more about why Visit Durango launched the Care for Durango stewardship campaign to embrace sustainable destination management. This initiative aims to educate visitors and residents about responsible tourism practices and encourage them to actively participate in preserving Durango’s natural beauty and cultural heritage. Creative Partnerships We also discuss how Visit Durango came to be included in the Colorado Historic Hot Springs Loop. Although they initially met with resistance, Visit Durango worked tirelessly to join the group of popular destinations, and their inclusion, along with other local hot springs, has resulted in increased collaboration and marketing opportunities for all. The inclusion in the Colorado Historic Hot Springs Loop showcases the stunning natural landscapes and the healing power of hot springs and highlights Durango as a must-visit destination in Southwest Colorado. Resources: Website: https://www.durango.org/ LinkedIn: https://www.linkedin.com/company/durango-area-tourism-office/ Facebook: https://www.facebook.com/visitdurango Twitter: https://twitter.com/VisitDurango Instagram: https://www.instagram.com/visitdurango/ Youtube: https://www.youtube.com/channel/UCnkW638LvBVY7BEVjOaUWjg FacebookTwitterLinkedInPinterestEmail

Episode 344: Liza Ochsendorf is the Director of Workforce Development for Warren County, NY. She oversees the county operations of WIOA Title programs in the Warren County Career Center and works closely with local and regional partners to address barriers to employment, such as child care, housing, transportation, skill deficits, etc. Her work addressing local industry needs has led to stronger private-public sector partnerships to problem-solve collaboratively for short and long-term solutions to workforce challenges. Her passion for workforce development and economic development is rooted in community collaboration, effective communication, and clear goals and desired outcomes for all stakeholders. Liza has 14 years of experience working in education in Washington, DC, where she oversaw Life Skills programs and was instrumental in implementing restorative practices to build community and improve student outcomes. Liza is a graduate of Syracuse University and resides in Glens Falls, where she serves on the Board of Directors for the Tri-County United Way, the Executive Board for the Saratoga-North Country Continuum of Care, the Park Theater Foundation Board of Directors, and is a member of Greater Capital Region Women United. On this Destination on the Left episode, I talk with Liza Ochsendorf, who shares her insights into managing the current workforce shortage. She highlights some of the creative ways that she is helping her community address workforce shortages and the ways she is helping hospitality businesses reach the youth population, improve retention, and help with training to feed the workforce pipeline in the hospitality industry. What You Will Learn in this Episode: The importance of youth involvement in job fairs and workforce development Why we should be rethinking job postings and descriptions to focus on skills rather than only experience How we can embrace AI and automation in the workforce for those tasks that don’t need a human touch Ways DMOs can overcome barriers for people with disabilities, justice-impacted individuals, and veterans to enter employment Liza also shares some of her creative strategies for addressing long-term workforce shortages, including incorporating flexibility and hybrid work schedules in roles The Challenge of Long-Term Workforce Shortages Liza highlights the long-term challenge of workforce shortages, which are not only a result of the pandemic but also due to factors such as the younger generation having fewer children than currently retiring baby boomers. Liza emphasizes that the common narrative suggesting people don’t want to work isn’t true, as the data shows that the labor participation rate has actually recovered and is currently at its highest point since January 2007. She explains that the pandemic has caused a shift in people’s work preferences, with a greater desire for flexibility and hybrid work schedules. As a result, there has been a decrease in people working in public-facing industries and an increase in individuals starting their own businesses. Highlighting Your Skills In response to the workforce shortages in the hospitality and tourism industry, Liza shares various creative strategies implemented by Warren County. These strategies include hosting engaging high school job fairs and providing a hospitality training program. The program, known as PUSH, or “Pathways Up for Success and Hospitality,” guarantees participants an interview with a local hospitality business. The county also puts time and resources into retention strategies, encouraging businesses to be great employers and providing opportunities for growth and advancement. AI and Automating Jobs Liza also shares valuable insights on harnessing AI and automation to enhance workforce efficiency and highlights that while AI is not expected to replace jobs requiring human interaction, it can significantly contribute to filling roles where human contact is not essential. This opens up opportunities for streamlining tasks and improving efficiency across various industries. As businesses adapt to these new technologies, Liza encourages employers, particularly in the travel and tourism niche, to explore creative ways to leverage AI for increased productivity. Resources: Website: https://thejoblink.org/ For More Info: https://thejoblink.org/resources/ LinkedIn: https://www.linkedin.com/in/liza-ochsendorf-87b809202/ Demographic Drought Report Bureau of Labor Statistics Report 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 343: Tammy Blount-Canavan’s career has spanned 30+ years and two countries, including executive leadership at Tourism Vancouver, CEO of the Tacoma Regional CVB, architect and inaugural Chair of the Washington Tourism Alliance, President and CEO of the Monterey County CVB, and now President and CEO of Visit Seattle. Tammy is a Past Chair of Destinations International. Tammy has been recognized as CEO of the Year, one of the 25 Most Influential People in the Meetings Industry, twice as one of the top 25 Most Influential Women in the Industry, Leadership Supplier of the Year in the Meetings Industry, Top 100 Most Inspirational Women in the Meetings Industry, CSUMBs School of Business 2018 Community Leader of the Year, won the Global Leadership Award from Destinations International and IMEX and in 2023 is being inducted into the Smart Women in Meetings Hall of Fame. In this episode of Destination on the Left, I talk with Tammy Blount-Canavan about some of Visit Seattle’s ingenious campaigns, such as rain booths in Arizona and coffee shop takeovers, which embody the unique character of Seattle. She describes how the community built a city-wide selling strategy to expand the conventions market. Tammy also shares some of the community and wider partnerships they’re involved in and how they help make the tourism industry successful. What You Will Learn in this Episode: Some of the directions you can go in when you build a career in travel and tourism marketing How Visit Seattle promotes the values of their community when they’re out and about at shows Some of the creative ways they share more about their communities’ benefits including a rain booth in Arizona and coffee shop takeovers The challenges that COVID-19 threw in Visit Seattle’s path and how they have overcome them by collaborating on a city-wide selling strategy How they make partnerships successful by talking about what they want to accomplish, how they plan to get there, and how they make sure stakeholders have complementary skills Innovative Marketing Experiences We spotlight the innovative approach to destination marketing taken by Visit Seattle this week. Rather than solely relying on traditional tactics like purchasing ads and attending trade shows, they put a unique spin on destination marketing by creating fun and memorable experiences at events that underscore their core values. Visit Seattle has a knack for adding creative twists to their campaigns; last summer, they introduced a ‘rain booth’ in California and Arizona. This structure sprinkled light rain, allowing people to experience Seattle’s famous ‘cozy season’ amidst the summer heat. Participants could even create their own movie posters as though they were in Seattle, sparking conversations about the city’s unique charm. In addition to these fresh marketing strategies, Visit Seattle capitalizes on the wealth of local celebrities and athletes who take pride in sharing the story of their city. Their ongoing “I Know a Place” campaign features local residents expressing their love for Seattle and its hidden gems. This not only highlights iconic locations but also unveils lesser-known aspects of the city. Exemplifying Core Values We also discuss how Visit Seattle shares how their core values—innovation, creativity, and inclusivity— not only shape their city but also their marketing strategies. Inclusivity, for instance, is manifested through partnerships with Seattle Bank and Interventionalist, supporting traditionally underrepresented BIPOC-owned businesses. Sponsorships enable people to experience these businesses firsthand, with Visit Seattle highlighting them in their campaigns. This demonstrates a proactive approach to diversity, actively working with these businesses to tell their stories instead of merely stating the presence of diversity. Creativity is another cornerstone of Visit Seattle’s approach. The city boasts the title of the glassblowing capital of the world, second only to Italy, and hosts an annual festival named Refract, a month-long celebration of local and renowned glass artists. Along with Refract, they organize Cloudbreak, focused on music, and Museum Month, both of which showcase Seattle’s vibrant arts scene. Their third core value, innovation, is encapsulated in Seattle’s identity as the birthplace of global tech giants like Microsoft and Amazon, retail powerhouse Costco, and numerous other innovative ventures. This value traces back to the World’s Fair six decades ago that birthed the iconic Space Needle, highlighting the city’s longstanding history of groundbreaking ideas. Their commitment to these values is exemplified in events like the recent Pride Parade, reinforcing that inclusivity in Seattle goes beyond words—it is deeply rooted in the population’s values. Through these unique approaches, Visit Seattle is not just selling a destination but narrating an authentic story of a community that thrives on innovation, creativity, and inclusivity. Resources: Website: https://visitseattle.org/ LinkedIn Personal: https://www.linkedin.com/in/blountcanavan/ LinkedIn Business: https://www.linkedin.com/company/visitseattle/ Facebook: https://www.facebook.com/visitseattle Twitter: https://twitter.com/VisitSeattle Instagram: https://www.instagram.com/visitseattle/