Destination On The Left

Episode 342: Kurt Krause currently serves as the President and CEO of Visit Norfolk, joining in 2019. He is responsible for directing the effort to improve the quality of life for all residents through the economic and community benefits of tourism. His history in the hotel industry spans over 37 years, including 21 years with Marriott International, eight years with Aramark, and four years with Gold Key PHR. Arriving in Norfolk in 2014, he led the pre-opening efforts of Hilton Norfolk – The Main, followed by re-opening the historic Cavalier Hotel and Cavalier Beach Club in Virginia Beach. As well as his career in the hotel industry, Kurt served our Country initially as a Loaned Executive for the Transportation Security Administration. As a founding member of the largest start-up of any private or public organization, he was specifically responsible for many of the consumer-oriented deliverables. For his effort in the participation of founding the agency, in addition to the consumer element, he was recognized with the Department of Transportation Distinguished Service Medal by Secretary Norman Minetta in 2002. Kurt then joined his alma mater, Virginia Tech, as Vice President of Business Affairs; responsibilities included Facilities, Personnel, VT Police Department, Department of Environmental Health and Safety Services, Office of the University Architect, and Real Estate Management. On the personal side, after enjoying 20 years of playing amateur baseball (2003-2023), winning two national championships, Kurt found enjoyment on stage, participating in the Hampton Roads Dancing with the Stars, performing with the Virginia Opera, and with Hurrah Players in Annie (2018) and Dames at Sea (2019). On this episode of Destination on the Left, I talk with Kurt Krause about how Visit Norfolk is revisiting a successful collaborative campaign from 2020 to see how they can apply those learnings to new need areas. He shares more about the “City with Bite” and how it has led to engagement with the local community in addition to visitors. Kurt also highlights current plans to tell the authentic history of Norfolk through a program called Pathways to Freedom, which tells the story of the Underground Railroad, recognizes the harrowing experiences of those who sought freedom, the individuals and institutions that aided them, and the historical locations that played a part in their journey.   What You Will Learn in this Episode: What Visit Norfolk is doing to break through the noise of a crowded travel and tourism market, including a collaboration with Virginia Beach that generated $6 million of hotel business in the summer of 2020 How can we apply insights gained during the COVID-19 pandemic to keep us moving forward as DMOs in new periods of need Why those that keep their marketing going and continue connecting with their audience, even when times are tough, recover faster when a crisis hits How the “City with Bite” series started, how they produce and market it, and how they envision making it financially sustainable Kurt shares one of the projects that Visit Norfolk is proud of right now, including how they recognize the city’s problematic history and sensitively tell the authentic story of enslaved people in the area The “City with Bite” Initiative Kurt discusses the often overlooked but crucial role residents play in destination marketing. It’s not solely about attracting out-of-town visitors but also engaging the locals in the activities and experiences the city offers. He shares more about the “City with Bite” initiative, a restaurant series now in its third season, which was invented to motivate residents to patronize local eateries again. The “City with Bite” series has rejuvenated the local culinary scene and enhanced residents’ understanding and appreciation of the visitor economy. One distinctive feature of the “City with Bite” series is the inclusion of restaurant customers in their episodes. They are invited to share their experiences, reminiscences, and thoughts about the highlighted restaurants, fostering a deeper connection between the local community and the city’s gastronomic landscape. Sharing Untold Stories Kurt also shares some of the upcoming projects Visit Norfolk is undertaking that he’s particularly proud of. For the last two years, the team has been working on a project based on “Pathways to Freedom,” a book by Dr. Cassandra Newby Alexander that narrates the tale of the underground railroad in Norfolk. This venture aims to tell the untold stories of those who braved the perilous journey to freedom, a narrative often eclipsed by more popular accounts like those of Pocahontas and Captain John Smith. Through this project, Visit Norfolk aims to shed light on the harrowing experiences of those who sought freedom, the individuals and institutions that aided them, and the historical locations that played a part in this journey. One of the most fascinating things about this initiative is the use of augmented reality (AR) to bring these historical narratives to life. For example, the technology can help recreate the imagery of the tunnels under St. Mary’s Basilica, where the enslaved were known to escape. It can also show places such as the slave jail or warehouses that no longer exist. The goal here is to foster an understanding of the city’s history and how it has progressed, not perfectly but significantly, towards becoming a diverse and inclusive community. Resources: Website: www.Visitnorfolk.com Facebook: https://www.facebook.com/VisitNorfolkToday Instagram: https://www.instagram.com/visitnorfolkva/ Twitter: https://twitter.com/VisitNorfolkVA Youtube: https://www.youtube.com/user/VisitNorfolkVirginia When This Is Over – VisitNorfolkVA – YouTube Together At Last, Norfolk-Virginia Beach – YouTube Together At Last Review The City with Bite: https://www.citywithbite.com/brothers/ Last Stop to Freedom 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 341: This week the show is at Tap Dance, organized by the Travel Alliance Partners, where the focus is on the power of collaboration, connections, and partnerships in the travel and tourism industry. Through conversations surrounding the Tap Dance 2023 travel conference and real-life experiences, my guests share a deep appreciation for the importance of working together, building strong relationships, and leveraging partnerships to create impactful travel experiences. From creating joint itineraries to forming pod partnerships, this episode explores how collaboration and teamwork can elevate the industry and provide operators with valuable pre and post-trip experiences. Get ready for an inspiring and informative discussion that highlights the transformative power of collaboration in the travel trade segment. Todd Read: Trade and Consumer Sales Manager at SoIN Tourism Timothy Cave: Owner of ITG Travel Stacey Warren: Director of Sales and Marketing at The Maine Tour Connection Micheal Collins: Development Consultant at Nebraska Tourism Division Marlene Kay Smith: Group Sales Manager with Traverse City Tourism Insights from the Tap Dance We hear from five amazing travel and tourism leaders, including Todd Reed, Tim Cave, Stacey Warren, Micheal Collins, and Marlene Smith, who provide insights on the Tap Dance show and partnerships in the industry. Todd Read: Trade and Consumer Sales Manager at SoIN Tourism “Collaboration is the key,” according to Todd. He discusses the importance of collaboration and partnerships in the industry and shares his experience of how trust and communication are crucial in building successful relationships with partners. Todd also emphasizes the value of attending travel conferences, such as Tap Dance, to network, exchange ideas, and learn from other professionals in the field. Timothy Cave: Owner of ITG Travel Timothy shares his own experience working with various partners and tour operators in Nebraska, emphasizing the need to go where the operators are and get to know people. He also talks about the benefits of attending shows and networking with others in the same line of work. Timothy believes leveraging partnerships and learning from others is crucial for success in the tour operator industry. Stacey Warren: Director of Sales and Marketing at The Maine Tour Connection Stacey talks about what partnership means to her, and why it’s the number one thing you need in this industry. She dives into a partnership she and neighboring DMOs have set up that enables visitors to learn more about Maine and the surrounding region. Stacey also highlights the significance of networking at events like Tap Dance, where industry professionals can learn from each other and exchange ideas. Micheal Collins: Development Consultant at Nebraska Tourism Division I loved hearing more about the collaboration between Nebraska and Wyoming and how they built an itinerary based on the Western heritage of cowboys and Native Americans. He also discusses why his word for Tap Dance is ‘wonderful’ because of its family feel and commitment to helping travel industry professionals build significant, long-lasting relationships. Marlene Kay Smith: Group Sales Manager with Traverse City Tourism Marlene describes why for her, partnerships are very much a two-way street, which sometimes might benefit one person more at one time, but which always even out in the end. She highlights the importance of respecting one another as fellow knowledgeable professionals. Marlene also talks more about Circle Michigan, a partnership that has lasted 40 years because everyone involved understands that they’re better together. I hope you enjoyed the second episode of our special two-part series from Tap Dance, where we dive into the world of this unique travel conference, where collaboration, partnership, and connection are at its core. From intimate conversations and learning from colleagues in the tourism industry to exploring new trends and expanding networks, Tap Dance provides invaluable experiences and professional growth opportunities. I loved that our guests shared their insights on the importance of working together, forming strong relationships, and leveraging partnerships to create successful events and promote destinations. 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 340: This week I’m at Tap Dance, the annual travel conference hosted and produced by Travel Alliance Partners. Tap Dance is an intimate show that gives a select group of tour operator partners a chance to build genuine relationships with Preferred Professional Travel Providers. I’m privileged to be able to talk to five experienced leaders in the travel and tourism sector and ask them about how shows like Tap Dance help empower them to do their job better. We also dive into what the word partnership means to them, and my guests offer an example of a partnership that works well for them. I can’t wait to share my guests’ words with you. Lori J. Solomon: Vice President of Travel and Trade with the Sullivan Catskill Visitors Association Libby Jones: Director of Education at Battleship New Jersey Museum and Memorial Jim Walter: Vice President of Visit Cheyenne Jill Shorkey: Director of Group Tours for Great Lakes Bay Regional Convention and Visitors Bureau Emily Hamill: Hospitality Coordinator at Old Sturbridge Village Insights from the Tap Dance I am excited to showcase the Tap Dance travel conference in this roadshow series because Travel Alliance Partners, one of my own businesses, is built to support collaboration and connection in the travel trade community. Lori J. Solomon: Vice President of Travel and Trade with the Sullivan Catskill Visitors Association Lori shares more about a collaborative program her organization is part of called Beyond the Big Apple, where they’re encouraging travelers to explore the area beyond New York City. She discusses the collaborative effort between the Catskills, central New York, and Hudson Valley and how putting together a two-week itinerary that showcases the best of the region helps domestic and international travelers explore the region. Libby Jones: Director of Education at Battleship New Jersey Museum and Memorial We dive into what partnership means to Libby and how she loves to work as a team to better achieve their goals. Her organization is a big fan of the phrase rising tide lifts all ships! She also shares more about how the Battleship New Jersey Museum and Memorial are building a locale with the Independent Seaport Museum to make it easier for groups who visit both destinations. Jim Walter: Vice President of Visit Cheyenne Jim tells us how shows like Tap Dance help him be a better travel and tourism professional. He describes how working together and listening to how other people sell their destinations helps you learn and grow professionally. Jim also shares more about the Visit Cheyenne open-air rodeos, their new partners, and how they’re attracting a fantastic international audience. Jill Shorkey: Director of Group Tours for Great Lakes Bay Regional Convention and Visitors Bureau I loved how Jill describes partnership as teamwork, listening, and an aligned vision for all of us to be together for the benefit of everyone. She also shares why her word of the show is ‘reverence’ and how as a first time Tap Dancer, she can feel the synergy with colleagues from all parts of the industry. Emily Hamill: Hospitality Coordinator at Old Sturbridge Village We talk about why networking is beneficial from a business and professional standpoint and why she’s enjoying making so many connections with her peers. We also dive into an example of a partnership that’s working for Old Sturbridge Village in their collaboration with the Table Three restaurant group that allows their guests to experience fine dining in a historical setting. I hope you enjoyed this first episode of our special two-part series from Tap Dance. We delved into the world of this unique travel conference, where collaboration, partnership, and connection are at its core. From intimate conversations and learning from colleagues in the tourism industry to exploring new trends and expanding networks, Tap Dance provides invaluable experiences and professional growth opportunities. I loved that our guests shared their insights on the importance of working together, forming strong relationships, and leveraging partnerships to create successful events and promote destinations. Stay tuned for the second part of our series, where we will continue to explore the magic of Tap Dance. 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 339: Santiago C. Corrada is an accomplished, recognized leader with over twenty-five years of public service experience, with proven success in effectively and efficiently transforming the professional culture of many diverse institutions. His outstanding relationship-building skills result in the resolution of highly complex issues through consensus. Corrada has the demonstrated ability to soundly and fiscally manage a convention center resulting in record surplus revenues. He has consistently elevated organizations to higher levels of productivity by empowering team members and stakeholders. Corrada is an intelligent, articulate, dedicated, loyal individual driven to serve and deliver the highest quality services. On this episode of Destination on the Left, I talk with Santiago Corrada about his leadership philosophy which includes fostering relationships, building a great team, and being a role model. We also discuss the importance of welcoming diverse audiences, and Santiago shares in detail how Visit Tampa Bay welcomes people of all abilities.   What You Will Learn in this Episode: Santiago’s atypical journey from high school principal to destination marketer Why Santiago firmly believes that leadership is something that should benefit a team rather than stifle them Why they decided to create a Tampa-based cookbook and how it supported an underappreciated sector of their community Santiago’s commitment to diversity, equity, and inclusion and how they support individuals with impediments to travel at Visit Tampa Bay What they’re doing to tell their story in a thoughtful, deliberate way and how they’re ensuring that the local community members are great hosts to visitors What Santiago is looking for when he’s building his destination development plan and some of the important factors he likes to incorporate Leadership at Visit Tampa Santiago Carrera discusses leadership philosophy and why he enjoys being a mentor and leading by example at Visit Tampa Bay. He shares how his unusual journey into destination marketing has helped him understand the importance of engaging his own team and the wider community in their visitor attraction initiatives. Santiago also shines a little light on the need for effective marketing and leadership in making a location stand out. Focusing on what they’re doing at Visit Tampa Bay, he mentions how his team’s efforts led to recognition from Time Magazine, money.com, and Forbes and how they helped put Tampa on the map as one of the best places in Florida to live and visit. Santiago believes that Visit Tampa Bay’s unique branding and collaborative approach differentiates their destination from other typical Florida destinations. Shaping Your Own Narrative In our talk on all things creativity and leadership in destination marketing, Santiago expanded on his viewpoint, explaining that the goal isn’t just about making Tampa or Tampa Bay stand out amongst competitors; it’s all about shaping the narrative your own way. He also gives a few examples of some of the innovative and creative approaches in marketing and sharing the uniqueness of their location with the world. Committed to DEI Santiago’s commitment to diversity, equity, and inclusion is a cornerstone of his leadership strategy. As one of the few Latino leaders of a DMO in the country, he has always prioritized diversifying his team, board of directors, and the portrayal of diverse, multicultural groups in their marketing imagery. It was, therefore, important to Santiago and his team to include imagery in their campaigns representing individuals with travel impediments. Visit Tampa incorporated ambassadors and influencers who have travel impediments into their video creation and campaigns. This inclusive initiative has added another layer to their commitment to diversity, equity, and inclusion, enriching their marketing strategy and further differentiating their destination. Resources: Website: https://www.visittampabay.com/ Facebook: https://www.facebook.com/VisitTampaBay Twitter: https://twitter.com/VisitTampaBay Youtube: https://www.youtube.com/VisitTampaBay 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 338: Since 2001, Debra Ross has been publisher of KidsOutAndAbout.com, America’s online resource for families who want to know about all of the opportunities for kids in their local area, and (since 2016) of BeyondTheNest.com, for grownups who want to know about arts, culture, and recreation where they live. This web network has regional sites in 45 cities in the US and Canada, with (as of Feb 2023) 15 million visitors per year (85% parents, 15% grandparents, 82% women) and 750,000 recipients of a free weekly e-newsletter telling recipients what’s happening locally for kids, teens, and families. Debra’s expertise is in community visibility and cheerleading, data analytics, and information resource management. She is Co-Chair of the American Astronomical Society’s Solar Eclipse Task Force for the 2023 annular and 2024 solar eclipses and Chair of the Rochester Eclipse Task Force 2024. Named after the iconic Angela Davis, Angela Speck likes bright colors, is a nerd at heart, and has wanted to be an astronaut since she was five years old. Originally from Yorkshire (England), she went to college in London, where she was able to pursue her childhood dreams by majoring in astrophysics. After a brief stint as an r&d technician in a Lancashire company run by crazy new-age hippies, she returned to London and completed a Ph.D. in astronomy. After a postdoc at the University of Illinois and 17 years on the faculty at the University of Missouri, she is now the Chair of the Physics & Astronomy Department at UT San Antonio. She has also been the co-chair of a national task force on solar eclipses since 2014. Throughout her career, she has pursued research and teaching of astrophysics and continues to share her passion for all things extra-terrestrial. On this episode of Destination on the Left, I talk with Angela Speck and Debra Ross about how they are preparing for the 2024 solar eclipse. We discuss how destination marketers can share information about eclipse events locally and nationally, and we cover lessons learned from the 2017 eclipse visitor data.   What You Will Learn in this Episode: How the upcoming eclipse can help create a sense of unity and connection within a community Key marketing lessons learned from the 2017 eclipse and what DMOs can do differently in 2024 What communities can do to maximize the experience for locals and visitors The importance of targeted outreach and educating people about the significance of the eclipse path, which is much more populated in 2024 than it was in 2017 How DMOs can leverage pre-existing stories and experiences to communicate the value of participating in the 2024 eclipse   Sharing Your Community Values During her interview on the Destination on the Left podcast, Debra Ross shared a powerful anecdote about the town of Kingswood and their approach to the solar eclipse. With a strong sense of community, the town sent teenagers on bicycles to distribute eclipse glasses to residents and visitors, ensuring everyone could safely experience the event. This initiative showcased their commitment to inclusivity and creating a shared experience. This highlighted how communities can demonstrate their true essence and foster a stronger sense of unity through how they present themselves to visitors. Debra is looking to convey a similar sense of unity and connection within her own community and has since been involved in helping other communities make their messaging fun, clever, and authentic in preparation for the 2024 eclipse. Telling the Eclipse Story in 2024 On the podcast, Angela emphasizes the importance of targeted outreach and educating people about the significance of the eclipse path. So many people missed out on being within the path of the 2017 eclipse, and the upcoming 2024 eclipse is already a hot topic of conversation amongst the general population, not just the scientific community. To help engage as many people as possible, DMOs should build upon pre-existing stories and experiences. By reinforcing the message that they are not starting from scratch, marketers can more effectively communicate the importance of being within the eclipse path and ensure that people understand the value of participating in the 2024 eclipse. Resources: Website: https://www.kidsoutandabout.com/ Website: https://eclipse.aas.org/ LinkedIn: https://www.linkedin.com/in/debra-ross-roc/ Eclipse America 2024: https://eclipse.aas.org/eclipse-america-2024 Science in the Shadows: NASA Selects 5 Experiments for 2024 Total Solar Eclipse Rochester Total Solar Eclipse 2024 Eclipse Community Dashboard 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 337: President and CEO Danny Liedka is in his sixth year at the helm of Visit Syracuse, Onondaga County’s official tourism promotion agency. Visit Syracuse plays a critical role in the county’s economic development strategy through its focus to grow the area’s business of leisure tourism, meetings & conventions, sporting & special events, and film/television production. Through his work, Danny has strengthened the organization’s ties with elected officials and community leaders to ensure resource development, overall strategic direction, and quality programming to the region. While under his leadership, the organization has successfully restructured to handle the effects of COVID-19 on the hospitality and tourism industry, moved into a new downtown office space, and brought in and expanded the Visit Syracuse Film Office. Liedka also has seen convention sales increase by nearly 85% during his tenure. During Danny’s tenure, the Visit Syracuse organization has seen several major conventions return to the area and has undergone several marketing initiatives to better promote the region and partners, including a completely redesigned website, an increase in video production promotion, and a newly designed Visitors Guide. Danny has several years of experience in a variety of tourism and hospitality roles, including Senior Sales Executive at Marriott International and Sales Manager at the Double Tree Hotel Syracuse. He holds several awards recognizing him for sports, sales, and marketing efforts. Before joining Visit Syracuse, Danny was a former Onondaga County Legislator District 7 (2012-2017), having served as Chairman of the Health Committee, Budget Task Force, and Vehicle Use Review Board. In addition, he was the former mayor of the Village of East Syracuse (2007 – 2013). Danny has written award-winning legislation that addressed the quality of life in his Village. Danny is on the East Syracuse-Minoa School District Wall of Distinction for his contribution and achievements in the community. The Visit Syracuse president was also an on-air television commentator at Time Warner Cable Sports Channel, Big East Network, YES Network, and ESPNU, as well as a game radio host for Syracuse University Basketball on Clear Channel Radio. Danny is a recipient of the ACE Award, which is the cable television equivalent of an Emmy for excellence in sports broadcasting. Danny is also an ABCA Certified Professional Baseball Coach, Coaches at Sports Zone Baseball Academy, and is the current president of ESM Little League. He and his wife, Kim, and three children, Luke, Jack, and Hannah, and k9 partner Milla reside in East Syracuse. On this episode of Destination on the Left, I talk with Danny Liedka about the importance of showing the authentic experience of the destination through storytelling done by real people and how Visit Syracuse does that via their photo and video library. We also dive into how to forge tighter relationships with stakeholders and some transformational projects coming to Danny’s community right now. What You Will Learn in this Episode: How Danny went from a successful career in Politics to becoming the CEO of a destination promotion agency The importance of building a mutually supportive relationship with stakeholders Why learning to communicate effectively using the right language can help your organization access more opportunities How Danny and his team put together proposals that helped Syracuse win recent transformational projects — the new aquarium, a road project that will change the walkability and accessibility of downtown, and a major employer choosing Syracuse as look the location for their new manufacturing facility Why having the right people on your team is critical to your success Building a Great Team Creating a solid team and fostering a positive work atmosphere has been a priority for Danny as a leader. While he recognizes that Visit Syracuse may not always be able to compete with private sector jobs in terms of financial compensation, he believes that by going the extra mile for his employees, they can minimize the importance of money in their overall job satisfaction. One way Visit Syracuse achieves this is by offering special perks and benefits, such as the ability to work from home. Danny explains why even before the COVID-19 pandemic, they had already implemented a remote work policy, which proved valuable when the crisis happened and allowed them to hit the ground running. Showcasing Authentic Experiences People crave genuine experiences and prefer seeing real individuals rather than staged content. When Danny and his team realized this, they decided to invest in various initiatives, such as professional photography and partnering with an agency that could help them source a vast collection of authentic images. By showcasing real-life experiences in Syracuse, they aimed to establish an emotional connection between their audience and their brand. Recognizing the power of video as a storytelling medium, Danny made it a priority to excel in this area. If you explore Visit Syracuse’s recently launched website, you’ll notice a strong emphasis on video content, immersive experiences, and captivating narratives. This approach has allowed them to build a dedicated following and stay ahead of the curve, ensuring they are proactive rather than playing catch up with industry trends. Danny’s Best Practices for Collaboration When seeking the right partners, making everything about them and creating a likable connection is important. Show them a problem they may be unaware of and position yourself as the solution. Understanding their communication styles and needs, and adapting your approach accordingly, is crucial. Effective communication and listening skills play a significant role in establishing successful partnerships. By embracing these principles and focusing on the partner’s needs, you can build strong relationships and achieve mutual success. Resources: Website: https://www.visitsyracuse.com/ LinkedIn Personal: https://www.linkedin.com/in/danny-liedka-81311293/ LinkedIn Business: https://www.linkedin.com/company/syracuse-convention-and-visitors-bureau/ 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/

Lolita Jackmon is a highly accomplished professional who began her career in the hospitality industry, working for renowned hotels and airlines. With a deep-rooted passion for travel and a commitment to creating unforgettable experiences, she quickly established herself as an asset in the industry. Driven by a desire to make a difference, Lolita transitioned into grant writing, focusing her efforts on increasing diversity in STEM majors through partnerships. Through her expertise in crafting winning programs and proposals, she successfully secured grants to promote inclusivity and empower underrepresented individuals to pursue careers in science, technology, engineering, and mathematics. With a keen eye for detail and a talent for evaluating grant proposals, Lolita expanded her career by collaborating with grant funding organizations. Her meticulous evaluation of proposals ensured that resources were directed towards impactful initiatives, fostering innovation and societal change. Lolita’s journey led her into a flourishing project management career, where she excelled in strategic planning, budgeting, and stakeholder engagement. Her ability to lead cross-functional teams and deliver projects successfully while maintaining a focus on quality and client satisfaction earned her widespread acclaim. Motivated by her unwavering love for travel and her desire to help others experience the wonders of the world, Lolita embarked on the entrepreneurial path, founding her own travel business. Drawing from her expertise in the travel industry, grant writing, and project management, she is committed to curating exceptional travel experiences that leave a lasting impact while promoting sustainability and inclusivity. As a multifaceted professional with extensive experience in hospitality, grant writing, and project management, Lolita brings a unique perspective to the travel industry. Through her writing, she strives to empower travel businesses with valuable insights, resources, and opportunities, enabling them to navigate challenges, embrace innovation, and contribute to the industry’s recovery and growth. On this episode of Destination on the Left, I talk with Lolita Jackman, who shares her passion for travel and where she looks for travel inspiration that enables her to help her clients with their dream vacations. We also do a deep dive into the topic of grant writing as Lolita walks us through the research initiation and planning phases of grant writing, shares some of her favorite tools, and warns of the pitfalls to watch out for when approaching grants.   What You Will Learn in this Episode: Key elements to consider when building a successful grant application How Lolita built Global Gypsy Travel and what sets her approach apart from other travel agencies The importance of planning and strategic partnerships when applying for and managing a grant Strategies that you can use to find, evaluate, and apply for federal, state, and private grants Benefits of working with a grant writing coach, and how can they help improve the success rate of grant applications Collaborating to Achieve Your Goals In this episode of Destination on the Left, Lolita shares her experiences and insights into the travel industry and grant writing, offering valuable tips and advice for those who are interested in pursuing either (or both!). One of the key takeaways from this episode is the importance of collaboration. Lolita emphasizes the value of having partners in achieving your goals, whether in grant writing or consulting with clients. She also shares how her company Global Gypsy Travel allows for a wide range of options for clients. Reach Out to Your Network Collaboration is essential when it comes to grant applications — Lolita stresses the importance of finding potential partners and building a network when seeking grants. Not only does this help demonstrate a wide range of support for your project, but it can also open up opportunities for further collaboration and growth beyond the initial grant. Successfully Applying for a Grant Another valuable insight shared by Lolita is the importance of thorough planning and budgeting. She discusses how it can be tempting for applicants to assume that their chosen subject “should” be funded without properly explaining the issue and demonstrating why there is a need for it. In order to build a successful case study and stand a chance at securing significant grants, proper planning and budgeting are essential. This includes identifying partners and creating a memorandum of understanding before submitting an application, and having a clear and thorough explanation of each item in the budget and how it will be used. Resources: Website: https://myglobalgypsy.com/ Website: https://mygrantwritingcoach.com/ LinkedIn: https://www.linkedin.com/company/globalgypsy/ July Grant Coaching Cohort: https://www.eventbrite.com/e/grant-coaching-july-2023-cohort-tickets-641585237717 – 30% off for Listeners. Use Promo Code DOTL 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/

Dana Le is a healthcare innovation expert and Founder at Wander Health. She was previously on the Founding Team and Head of Operations at KidsX, one of the worlds leading digital health ecosystems focused on accelerating pediatric innovation. She built, designed, and managed the programming for the nation’s most prominent healthcare entrepreneurial programs. Prior to this role, she strategized innovative payment models at ECG Management Consultants and cofounded a community ventures program at Dell Medical School. Dana received her Master’s of Health Administration from Columbia University and Bachelor’s of Business Administration in Finance from The University of Texas at Austin. Dana was recently selected as a Forbes 30 Under 30 in Healthcare and a TEDx speaker. On this episode of Destination on the Left, I talk with Dana Le about how she came up with the idea for Wander Health and why talking to your customers is the best strategy for remaining relevant. We also discuss the intersection of healthcare and travel and the importance of having access to the right medical care when traveling. What You Will Learn in this Episode: Dana shares more about the evolution of her company and how she took Wander Health from idea to solution She steps us through how she did her research into what travelers need from a health care plan The problem with relying on a telehealth appointment with a US primary care physician or a credit card concierge The three services that Wander Health provides and how people access care when they’re abroad How using Wander Health can enhance the experience for a travel agent or tour operators customers Dana discusses what a greenfield market is and shares her experience of innovating in the travel tech space Staying Healthy When Traveling In the latest episode of the #DOTL podcast, guest Dana Le sheds light on an issue that can be a huge concern for many travelers: the limitations of travel medical insurance. She shares her personal experiences, highlighting how she encountered this ongoing issue every time she went abroad. One of the key insights Dana discovered was the alarming statistic that 40% of people fall ill or sustain injuries while traveling. Considering that approximately 81 million Americans traveled abroad last year, a staggering 33 million individuals face health challenges during their trips. This disruption is significant, regardless of whether people are traveling for business or leisure, as it dampens the overall experience. How Wander Health Helps Dana shares the three essential solutions Wander Health offers to address the limitations of travel medical insurance. Their booking service enables travelers to schedule urgent care appointments while abroad. The upcoming chat feature connects users with local doctors via text or WhatsApp, providing guidance on healthcare issues and medication queries. Wander Health also allows travelers to search for and purchase over-the-counter medication equivalents, even offering delivery services. These comprehensive offerings ensure real-time care and support for individuals navigating healthcare needs while traveling. Innovating in the Travel Healthcare Space To foster innovation, it’s essential to listen to customers and understand their needs. Stagnation can be seen in industries like travel and healthcare, where customer experiences often fall short. However, companies that prioritize the customer and adapt to their needs, like certain airlines, can create exceptional experiences and build strong reputations. By actively seeking to improve and innovate, travel healthcare providers can make a significant impact on patients’ lives, even with small changes. Resources: Website: https://www.wander.health/ LinkedIn: https://www.linkedin.com/company/wanderhealth/ Facebook: https://www.facebook.com/wanderhealthco 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/

Passionate about custom travel and creating unique travel experiences for his clients, Tom Casey is a longtime expert on travel to Ireland and the British Isles and, more recently, has explored many regions of Scandinavia—including Norway, Iceland, and the Faroe Islands. Tom runs Old Sod Travel along with helping manage Scandinavian Travel. On this episode of Destination on the Left, I talk with Tom Casey about the business strategies that have made his travel companies successful, including focusing on your niche, hiring and nurturing a good team, and building reliable partnerships overseas. We also discuss how his business weathered the challenges of the pandemic to make 2023 their best year yet. What You Will Learn in this Episode: Why Tom left the corporate world at age 50 to run his own business How Tom’s companies have evolved over time and why finding the right niche was of huge importance to their core business strategy Tom’s team’s commitment to creating exceptional travel experiences and how it really differentiates his company What Tom is doing right now to make 2023 his strongest year yet, and the unique, authentic features of their brand Some of the fabulous partnerships Tom has built with suppliers in Ireland, Scotland, and Scandinavia Fine Tuning Your Niche One of the key strategies that has fueled the growth of Tom Casey’s business is finding and honing in on a specific niche. Tom emphasizes the importance of fine-tuning what you want to do and excelling at it. This approach has allowed his company to focus more on delivering exceptional client experiences. Old Sod Travel and Scandinavian Travel prioritize providing high-quality vacations, and because of this, they often invest in sending employees to business meetings and conferences in Ireland, Scotland, and Scandinavia, enabling them to gain firsthand experience and build confidence in selling their offerings to potential travelers. The positive feedback in the form of five-star reviews further reinforces the company’s commitment to delivering outstanding vacations and fuels their passion to continue excelling in their niche. A Committed Team Tom Casey’s business model includes a unique approach to his team, which has evolved over time. Initially, he hired stay-at-home mothers due to budget constraints, and one of them eventually became his business partner. They recruited friends with similar backgrounds, creating a social and enjoyable work environment. The workforce genuinely cares about clients and understands the travel style they sell, which aligns with their own experiences. This inherent understanding makes it easier for them to recommend luxury accommodations and convince clients that the extra expense is worth it for a truly satisfying experience. Truly Customizable Tours The flexibility granted to employees, such as working a few hours in the morning to communicate and collaborate, allows for customization and personalized trip planning. Unlike other companies that claim customization but offer limited options, Tom’s team goes the extra mile, traveling with clients and making themselves available whenever needed. Their commitment to building relationships and providing comfort to nervous first-time travelers sets them apart from the competition. Resources: Website: https://www.oldsodtravel.com/ Website: https://scandinaviantravel.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/

Tristen Norman is the Head of Creative Insights, Americas at iStock and Getty Images. She operates as one-part visual anthropologist and two-parts data scientist working across disciplines to understand what motivates visual selection, identify trends within visual language, and use this data to help shape the development of Gettys creative content globally. Leveraging consumer research and social and cultural listening and pairing it with proprietary data, Tristen hones in on the valuable insights that feed the development of Getty Images’ own creative collections. A passionate advocate for elevating marginalized voices within creative spaces, Tristen also plays a critical role in supporting and advancing initiatives and partnerships to champion diverse visual narratives at Getty Images and beyond. Tristen’s experience stems from over nine years in creative design, market research, and brand strategy. Before joining Getty Images, Tristen was most recently a Senior Experience Strategist at Wunderman, where she was responsible for developing creative, data-driven omnichannel creative brand strategies for clients across various industries. Tristen earned her Bachelor of Business Administration in Marketing from Temple. On this episode of Destination on the Left, I talk with Tristen Norman about how the era of ‘no normal’ has impacted content creators and what destination marketers can do to ensure they’re telling multilayered stories. We also discuss the importance of interrogating our content choices to improve our marketing and stress that it is the little choices that make the most significant impact. What You Will Learn in this Episode: Why wellness is an ongoing content trend and how we can make it a universal experience How to create multilayered stories to share with prospective visitors The importance of remaining authentic as a brand What kind of imagery consumers are looking to engage with How to take a deep dive into your content and identify the gaps How Getty Images’ VisualGPS tool can help you diversify your content library Why Authenticity is Key In today’s travel marketing landscape, authenticity has become paramount, and it’s essential for brands to share authentic images and narratives. Tristen explores the challenge of maintaining authenticity while telling layered stories and emphasizes the importance of investing time, resources, and energy in the process of authenticity. Through image testing and surveys, Tristen’s team discovered that consumers respond most to images that represent slices of real life. These visuals should reflect diversity, different cultures, communities, and lived experiences. Take a Step by Step Approach to Curating Your Content DMOs and brands need to analyze their existing content and identify how they can best fill any gaps, such as concentrating on little-known attractions of their destination. Incremental changes can lead to a profound shift in the audience’s relationship with a destination. Rather than attempting to solve all the world’s problems at once, brands should take a step-by-step approach, assessing what’s available, what can be swapped in, and what resources might be needed. Starting with small, manageable changes is the key to building an authentic brand narrative that resonates with audiences. Tools for Content Creators When it comes to tools and resources for content creators and marketers in the travel industry, Tristen mentions several options available through Getty Images. She also shares how to stay updated with industry insights, trends, and conversations via their VisualGPS Insights tool, which provides data and insights on global visual content trends, helping marketers make informed choices. Resources: Website: https://www.gettyimages.com/ LinkedIn Personal: https://www.linkedin.com/in/tristennorman/ LinkedIn Business: https://www.linkedin.com/company/getty-images/ Creative Insights: https://creativeinsights.gettyimages.com/ VisualGPS: https://visualgps.com/ iStock: https://www.istockphoto.com/ iStock blog: https://marketing.istockphoto.com/ VisualGPS Insights tool: https://www.gettyimages.com/visual-gps/insights https://www.istockphoto.com/visual-gps/insights Content Planner: https://custom.gettyimages.com/creative-content-calendar/p/1 Guidebooks, Toolkits, Collections: https://www.gettyimages.com/corporate-responsibility 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/ FacebookTwitterLinkedInPinterestEmail