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Eric Patrick is a lifelong marketing professional earning a degree in Advertising from Washington State University. He spent the first 10 years of his career working for small advertising agencies in Portland, OR and central Washington State. Through that experience, he started marketing fruits and vegetables extensively around 2000 and has been at it ever since. Working for one of the largest shippers of apples/pears/cherries in the U.S. and currently at a large distributor based in Oakland, CA. He has traveled extensively during his fresh produce career and also started marketing for other companies such as Tajin Seasonings and about 5 years ago he was asked to pitch a tourism account with a friend. The account was Union Gap, WA Tourism, a small DMO in central Washington State and a small town in Yakima County. Eric also teaches an Intro to Advertising Class at Yakima Valley College. Destination on the Left is joined by Eric Patrick, the Marketing and Tourism Director for Union Gap, Washington. During our conversation, Eric discusses the different ways he is creatively generating awareness for Union Gap. He also explains how Asparafest—an asparagus-themed restaurant weekend—was dawned after one of Union Gap’s local restaurants was presented with the James Beard Award. Eric has been able to build a global network for his Twitter Chat called, #SmallTownTourismChat, and on our podcast, he shares insights about what small towns are doing to drive traffic as the travel industry returns. What You Will Learn: The different ways Eric is creatively promoting tourism in Union Gap, WA How Eric has generated awareness for Union Gap during the pandemic How Eric leveraged the James Beard Award won by a local restaurant to drive awareness The roles of creativity and collaboration in driving tourism for Union Gap Eric’s journey into the travel and tourism industry What opportunities lie ahead for small-town destinations in 2021 Union Gap, WA Destination on the Left is joined by Eric Patrick, the Marketing and Tourism Director for Union Gap, Washington. During our conversation, Eric discusses the different ways he is creatively generating awareness for Union Gap. He also explains how Asparafest—an asparagus-themed restaurant weekend—was dawned after one of Union Gap’s local restaurants was presented with the James Beard Award. Eric has been able to build a global network for his Twitter Chat called, #SmallTownTourismChat, and on our podcast, he shares insights about what small towns are doing to drive traffic as the travel industry returns. Putting Union Gap on the Map When most people think of Washington state, they think of destinations like Seattle and Spokane. Union Gap is not so familiar, but it has a flavor all its own. Located on the east side of the state, Union Gap is nestled in the agricultural belt of Washington which gets over 300 days of sun per year. It is only a half-hour from the mountains, with Mt. Rainier in plain view. Despite its small size, Union Gap offers an unparalleled charm that appeals to outdoor enthusiasts and wine/craft beer connoisseurs alike. Eric has been able to leverage all of these traits to put Union Gap on the map, and he is helping tons of other small-town destinations do the same. Finding Opportunity in 2021 2020 has obviously been a challenging year for everyone in every destination, but looking forward, Eric plans to continue what he started. Union, Gap was on the precipice of widespread recognition before the pandemic. They have tons of unique events, from the world’s largest sprint car show to the annual Pioneer Power show hosted every summer. Eric’s focus as the Marketing and Tourism Director has been to bring these events to the forefront and use them to define Union Gap. He has continued to do that virtually during the pandemic, and as things reopen, the physical events will re-emerge as well. 2021 has so much opportunity, and Union Gap will be positioning themselves as an essential stop in the year of the road trip, with tons of outdoor activities to keep you busy. There is opportunity for every small town destination out there, so join the conversation in Eric’s #SmallTownTourismChat on Twitter. #SmallTownTourismChat: https://twitter.com/search?q=%23smalltowntourismchat&src=typeahead_click Website: http://www.visituniongap.com/ LinkedIn: https://www.linkedin.com/in/eric-patrick-81b4ba20/ Facebook: https://www.facebook.com/UnionGapTourism/ Twitter: @UnionGapWA We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

A marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful. Destination on the Left is joined again by Susan Baier to discuss the impact collaboration has on the travel and tourism industry. Susan is the founder of Audience Audit, a research firm that studies the attitudes behind consumer behaviors and beliefs. Susan teamed up with our host Nicole Mahoney to conduct a study about the far-reaching effects of coopetition, where perceived competitors accomplish something bigger than themselves by coming together. What You Will Learn: An overview of the findings from Susan and Nicole’s research study on collaboration The impact collaboration has on the travel and tourism industry How perceived competitors can use coopetition to accomplish something bigger than themselves by coming together How attitudinal research works, and why it is more effective in our industry The industry-wide sentiment toward collaboration in travel and tourism The three different types of collaborators and how each one affects the group dynamic Where tourism professionals are seeking resources on collaboration Collaboration in the Pandemic Susan Baier is back for another episode of Destination on the Left to discuss the impact collaboration has on the travel and tourism industry. She is the founder of Audience Audit, a research firm that studies the attitudes behind consumer behaviors and beliefs. Susan teamed up with host Nicole Mahoney to conduct a study about the far-reaching effects of coopetition, where perceived competitors accomplish something bigger than themselves by coming together. As we transition into a new year during these difficult times, it is important to understand how our organizations can use collaboration to navigate new challenges and measure our success. Data That Aligns With Your Goals There is an overwhelming amount of data available to destination marketers, but it is often the case that only a small portion of it aligns with our goals. So much data is virtually useless to us and as a result, we approach marketing strategy with expensive blind spots. While two individuals in a marketing segment may appear similar on the surface, they likely have two completely different sets of needs and problems that cannot be addressed with one blanket communication tactic. Attitudinal research offers a solution for destination marketers by providing them with targeted research based on needs and attitudes instead of demographics and purchase behaviors. There is a Demand for Collaboration The goal of Nicole and Susan’s study was to understand the industry-wide sentiment toward collaboration in travel and tourism. There were approximately 161 completed responses in the initial survey, providing enough data for the results to be statistically significant while offering a wide spectrum of attitudinal differences to compare with the results. The interesting thing about research is that it doesn’t always prove that you don’t know what you’re talking about—sometimes it has the opposite effect. This study reinforced the willingness to collaborate in all segments of the travel and tourism industry, with 76% of respondents having collaborated with direct competitors. What does this mean for you? It means there are an abundance of new opportunities to overcome challenges of the pandemic if you are willing to seek them out. This is huge for travel professionals from all walks of life. Website: https://audienceaudit.com/ LinkedIn: https://www.linkedin.com/in/susanbaieraz/ https://www.linkedin.com/company/audience-audit-inc./ Facebook: https://www.facebook.com/AudienceAudit/ Twitter: @susanbaier 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/  

Tammy Blount-Canavan has a passion for elevating leadership and team performance. She has had a standout career developing high-performance teams of staff, boards, and community organizations. Tammy provides relatable and innovative leadership to bring out the best in organizations and individuals. Tammy’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, and President and CEO of the Monterey County CVB. Tammy is a Past Chair of Destinations International and co-chaired the creation and launch of DestinationNEXT. 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, Community Leader of the Year, Leading for Positive Impact Award and Destination Internationals Global Leadership Award. Tammy holds Fellow Certified Destination Marketing Executive (FCDME) certification which she now helps instruct, and is passionate about mentoring the current and next generation of Destination Leaders. Destination on the Left is joined by Tammy Blount-Canavan, Executive Vice President and Principal of Destination and Travel Practice at Fired Up! Culture. Kicking off the new year in 2021, Tammy’s message reminds us of what’s important as we move past the COVID-19 pandemic and rebuild the travel and tourism industry. On our podcast, Tammy talks about the importance of finding and following your North Star so you can be a more effective leader. She also discusses the fundamental leadership practices that will help you better yourself and your team as you continue to navigate the pandemic. What You Will Learn: The importance of finding and following your North Star Why leading yourself first will make you a better leader for others Tammy’s leadership journey in the travel and tourism industry Five key practices to be an effective leader in these challenging times Action steps, insights, and ideas to help you improve yourself and your team Fired Up! Culture Tammy Blount-Canavan is the Executive Vice President and Principal of Destination and Travel Practice at Fired Up! Culture. Her message reminds us of what’s important as we move past the COVID-19 pandemic and rebuild the travel and tourism industry. On our podcast, Tammy talks about the importance of finding and following your North Star so you can be a more effective leader. She also discusses the fundamental leadership practices that will help you better yourself and your team as you continue to navigate the pandemic. Fundamentals of Great Culture and Leadership The COVID-19 pandemic has challenged travel and tourism professionals in ways never thought possible. Many of you have found new means to thrive and persevere, despite having no end to the chaos in sight. What is the common theme among destination marketers that have experienced success in these trying times? Strong leadership! The leaders of these organizations rely on five key practices to maintain effectiveness during the pandemic including being vulnerable, listening, giving hope, talking about gratitude, and being enthusiastic about the future. Find Your North Star Destination marketing organizations can use leadership and culture to achieve growth and stand out from the crowd, just as they can use creativity and collaboration. It all starts with finding your North Star. What is your ‘reason for being’ as it relates to your organization? What values and beliefs do you hold dear, and how are they being lived by your team? Finding your North Star will give your organization the focus it needs to adapt, innovate, and create the next iteration of itself. Your North Star is aligned with your vision for the future, and it is the key to maintaining a powerful team chemistry no matter how the industry or circumstances change moving forward. Website: https://www.firedupculture.com/ LinkedIn: https://www.linkedin.com/in/blountcanavan/ https://www.linkedin.com/company/fired-up-culture/ Facebook: https://www.facebook.com/firedupculture Twitter: @tammyblount @firedupculture 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

Twenty years ago, Pascale Bernasse fulfilled a lifelong dream and began a career in the travel industry. Today, that dream remains a reality for her as the co-owner and President of French Wine Explorers. Bernasse started working in the travel industry in 2000 after leaving a corporate career that had left her uninspired. Taking a leap of faith, she started her career at two of the first internet-based cruise retailers, then moved on to gain experience with a small niche tour operator and a brick and mortar travel agency. In 2007 Bernasse and her husband, Pierre, acquired French Wine Explorers, a boutique tour operator specializing in luxury wine vacations in France and Italy. For the past nine years, Bernasse has been featured as a Condé Nast “Top Travel Specialist” for her expertise. Bernasse earned this reputation by providing exceptional immersive tours with memorable experiences. Her success is due to her insider’s knowledge and relationships with the top estates and guides in France. Daughter of a French native, Bernasse spent summers in France and received part of her college education and professional experience there. All this time spent in France has allowed her to have a deep perspective that she shares with clients. Says Bernasse, “I am incredibly proud of my experiences in the travel business these last 20 years. This has been a dream of mine since I was a young child spending my summers in France. Over the years, I have forged relationships with outstanding clients and service providers. These partnerships have allowed me to grow in ways that I never imagined. We use a high-touch approach with our clients; and this fuels our brand as Pierre and I surround ourselves with the best in the business. I hope the next 20 years will challenge, reward, and inspire me as much as the past 20 have been!” Along with recognition from Condé Nast, French Wine Explorers has been recognized by Wine Enthusiast, Travel and Leisure, Rachel Ray Magazine, Travel Weekly, and Bon Appétit magazines. Destination on the Left is joined by Pascale Bernasse, the president of French Wine Explorers. In our conversation, Pascale and I talk about the importance of finding your tribe and maintaining focus so you can navigate the challenges of this pandemic. She explains how her company found its North Star and managed to stay healthy through all of the hurdles in 2020. And she also discusses her commitment to serving the community and putting her customers first. Our podcast is full of invaluable insights about French Wine Explorers’ ability to persevere in these trying times, and I am sure it will energize you as it did me. What You Will Learn: How Pascale found her way into the travel and tourism industry 20 years ago Pascale’s role as co-owner and president of French Wine Explorers The importance of finding your tribe amidst a global crisis How to maintain focus so you can navigate the challenges of the pandemic more effectively What French Wine Explorers did to stay healthy through all of the hurdles of 2020 How Pascale’s commitment to service and putting her customers first paid off during the pandemic French Wine Explorers Destination on the Left is joined by Pascale Bernasse, the president of French Wine Explorers. In our conversation, Pascale and I talk about the importance of finding your tribe and maintaining focus so you can navigate the challenges of this pandemic. She explains how her company found its North Star and managed to stay healthy through all of the hurdles in 2020. And she also discusses her commitment to serving the community and putting her customers first. Our podcast is full of invaluable insights about French Wine Explorers’ ability to persevere in these trying times, and I am sure it will energize you as it did me. Serving, Not Selling French Wine Explorers offers wine tours in France, Italy, and Spain to help wine lovers become true connoisseurs. Her customers are not comfortable sitting on a beach for a week—they are looking to come back with more knowledge than they started with by participating in enriching experiences abroad. On the surface, French Wine Explorers is a tour company, but Pascale figured out how to take it so much further than that. By focusing on relationship development and the individual needs of each client, each experience has a personal touch that her competitors can’t offer. French Wine Explorers doesn’t sell, it serves. And the new circumstances of the pandemic have only made that more significant. Responding to the Global Pandemic It goes without saying that the events of 2020 have been challenging for everyone, but the travel and tourism industry has been hit especially hard. It has forced us to adapt and serve our clients in new ways. In the first half of the year, Pascale and her team focused solely on protecting the investments of clients who had booked tours in 2020. The second half of the year has been dedicated to finding ways to run the business more efficiently based on Pascale’s vision for the future. France experienced a number of terror attacks in 2016 which cut French Wine Explorers’ business in half. Moving forward, Pascale and her team focused on building financial insulation for anything else that might happen in the future. That insulation has been key in their ability to pivot and push forward in these difficult times. Website: https://www.wine-tours-france.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/  

As a tourism professional for over 25 years, David Holder co-founded Clarity of Place with a hands-on understanding of what destination leaders need to be successful. David leads stakeholder engagement efforts and crafts tactical plans to ensure destinations are equipped with the data and industry insights to react to changing environments but still attain their strategic vision. In leading a variety of destinations, David proved himself to be an industry innovator, taking new perspectives on what it means for destinations to be competitive and specializing in setting and meeting measurable marketing, sales, and product development results. A versatile and effective communicator, David honed his destination management skills by collaborating with industry partners through service on the board of directors for Destinations International, the Destination Marketing Accreditation Program, and the US Travel Association Destinations Council, to name a few. Destination on the Left is joined by David Holder, the co-founder of Clarity of Place. David’s organization helps destinations navigate threats and opportunities that impact their ability to attract visitors and attain their long-term strategic goals. He has over twenty-five years of experience in the travel and tourism industry, and he has mastered the art of tactical planning, data analysis, and collaboration to ensure destinations can thrive in changing environments. On our podcast, David explains how DMOs should communicate with their communities. He also shares why aligning your priorities with the priorities of the community will set you up for success. What You Will Learn: David’s journey into travel and tourism How DMOs can better communicate with their communities Why aligning your priorities with the priorities of the community will set you up for success The difference between the ‘why’ of what you do vs. the ‘what’ or the ‘how’ How to leverage transformational metrics for tactical planning What DMOs can do to form stronger connections with economic development How the pandemic has impacted destination marketing Clarity of Place Destination on the Left is joined by David Holder, the co-founder of Clarity of Place. David’s organization helps destinations navigate threats and opportunities that impact their ability to attract visitors and attain their long-term strategic goals. He has over twenty-five years of experience in the travel and tourism industry, and he has mastered the art of tactical planning, data analysis, and collaboration to ensure destinations can thrive in changing environments. On our podcast, David explains how DMOs should communicate with their communities. He also shares why aligning your priorities with the priorities of the community will set you up for success. Get Buy-in From Your Community David offers a unique perspective when it comes to the different ways destinations can leverage data. He believes there is a dire need for destinations to communicate more effectively across their communities because there is a disconnect between the priorities of DMOs and the priorities of the communities. Clarity of place has made it their focus to find connections between DMOs and communities, so they can help everyone understand the big picture effect of their programs and why they do what they do. If you can get buy-in from the community, your destination will have much greater success. Responding to the Global Pandemic When David and his team at Clarity of Place first started looking for these connections, they explored many of the different programs destinations created in response to the global pandemic. They found that the hyper-local outreach and progressive content strategy we have seen are only going to continue in these destinations after the pandemic subsides. The pandemic has changed the needs of the community and the individual, and it has put everything DMOs do into a different context. By understanding the data that drives the new trends, marketing organizations can use them to guide their strategies moving forward. Website: https://www.clarityofplace.com/ LinkedIn: https://www.linkedin.com/in/david-holder-a801965/ https://www.linkedin.com/company/clarityofplace/ Twitter: @ClarityofP Episode Transcript We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

With transformation and culture change in her DNA, Judy McKinney-Cherry is a seasoned leader and successful entrepreneur recognized for her expertise in economic and community development. She is sought after and known for her ability to balance a strategic focus with boots on the ground pragmatism that she leverages to help emerging businesses forge growth trajectories and create sustainable and successful futures. Ms. Cherry is currently the Executive Director for SCOPED, the Schuyler County Partnership for Economic Development, and the CEO/CFO for the Schuyler County Industrial Development Agency. Ms. McKinney Cherrys diverse background includes over 25 years of executive experience across the private sector, public sector, and university settings including appointments by the Governors of New York and Delaware. Her service on numerous local, regional, and national Boards includes Corning Community College Regional Board of Trustees, CCS Workforce Investment & Opportunity Board, the Southern Tier Central Planning Council, Locate Finger Lakes!, Erie Canal Heritage Fund, Watkins Glen Area Chamber of Commerce, Regional Energy and Economic Development Corporation, to name a few. As a certified economic developer with fellow member status, she also serves on the International Economic Development Council Accreditation Committee. When she manages to pull herself away from doing the work she loves and for which she has an unwavering commitment, you can find her riding her BMW motorcycle, beekeeping, working with raptors, and spending time on the golf course. She currently resides in Watkins Glen with her husband, Phil, her corgi, Winston, and their chickens, Emily, Lucy, and Ethyl. Destination on the Left is joined by Judy McKinney Cherry, a seasoned economic and community development professional with a wealth of experience in the travel and tourism sector. She currently serves as the Executive Director of the Schuyler County Partnership for Economic Development, as well as the CEO, CFO of the Schuyler County Industrial Development Agency. Judy has a deep understanding of the role travel and tourism plays as an economic driver in destinations across the country. On our podcast, she joins us to share her story, highlighting the importance of housing in economic performance, and mapping out her collaborative framework as it relates to our 3C’s. What You Will Learn: Travel and tourism’s role as an economic driver in communities across the country Why housing is critical to the performance of any economy Judy’s experience with collaboration, and how it ties into our 3C’s framework How Judy’s public/private sector perspectives and experience with data influence her decisions Why we need to approach tourism as so much more than promoting/marketing a destination What Judy has done to help her organization stand out from the pack How Judy’s team has used creativity and collaboration to navigate crises How the pandemic has leveled the playing field in travel and tourism Tourism is Part of the Economic Fabric Judy McKinney Cherry is a seasoned economic and community development professional with a wealth of experience in the travel and tourism sector. She currently serves as the Executive Director of the Schuyler County Partnership for Economic Development, as well as the CEO, CFO of the Schuyler County Industrial Development Agency. Judy has a deep understanding of the role travel and tourism plays as an economic driver in destinations across the country. On our podcast, Judy joins us to share her story, highlighting the importance of housing in economic performance, and mapping out her collaborative framework as it relates to our 3C’s. More Than Marketing Judy is extremely data-driven in her approach to strategy, and she views tourism as an economic driver. It is part of the economic fabric of every community, which is why tourism boards and organizations are so much more than marketers alone. If you look at tourism as an entire industry instead of a means of promoting your destination, then you will be able to thrive collectively. Tourism is not a subsect of economic development, it is part of it. And it is a way for communities to engage travelers in ongoing relationships that lead to potential opportunities for growth. Planning for What-If Scenarios In travel and tourism, Judy is always planning for the what-if scenarios. COVID is a good example because the entire industry transformed overnight. When destination marketers are only focused on promoting a destination, there is virtually nothing for them to do in a situation like this. But when they operate as an integral part of a destination’s economic development, they can help fill in the gaps wherever it is necessary. The essence of creativity is problem-solving. When you combine that with collaboration and a willing network of organizations that have a location’s best interest in mind, disaster scenarios are easier to manage. Website: www.flxgateway.com LinkedIn: https://www.linkedin.com/in/judy-mckinney-cherry-cecd-fm-49a2991/ Facebook:https://www.facebook.com/schuylercountypartnership/ Twitter: https://twitter.com/jmcherry Episode Transcript We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

In our solocast episode of Destination on the Left, we share some exciting new content in an episode format we’ve never done before. Nicole Mahoney does an exclusive table read of her keynote speech about world-changing collaborations. During the podcast, She provides a refined perspective on the importance of collaboration in the travel and tourism industry. Collaboration will play a significant role in the recovery of our industry, and we compiled numerous conversations with other industry experts so we could share the overarching sentiment with you. What You Will Learn: Nicole’s keynote speech on world-changing collaboration Why travel and tourism will bounce back stronger than ever How we can master the art of collaboration to keep travel alive in the “new normal” How to apply the 3 C’s of Collaboration framework Why we need to have a collective vision to have a successful recovery Examples of world-changing collaboration lived out by other travel and tourism professionals How tourism marketers have leveraged digital media to collaborate Collaboration During Economic Recovery In our solocast episode of Destination on the Left, we share some exciting new content in an episode format we’ve never done before. Nicole Mahoney does an exclusive table read of her keynote speech about world-changing collaborations. During the podcast, She provides a refined perspective on the importance of collaboration in the travel and tourism industry. Collaboration will play a significant role in the economic recovery of our industry, and we compiled numerous conversations with other industry experts so we could share the overarching sentiment with you. We Will Bounce Back Stronger Than Ever For a long period after 9/11, people were afraid to fly, afraid to travel to big cities, and afraid to gather for large group events. Sounds familiar right? At the time it was hard to imagine the travel and tourism industry ever recovering from such a devastating impact. Through that world-shaking event, then the great recession, and now the global pandemic resulting from COVID-19, the travel industry has and will continue to prevail. It will bounce back stronger than ever, and sometimes we forget that—while history doesn’t always repeat itself—it often rhymes. The Art of Collaboration It is overwhelming to look at what has happened to our industry knowing there is no clear end in sight, but we are in this together. If we can master the art of collaboration, we will find new ways to keep travel and tourism alive in the “new normal” that awaits. Adversity creates pressure and urgency that stimulates creativity and brings out the best our minds have to offer. Never let that go to waste. Take advantage of the opportunity to band together with our industries brightest minds and lead the world out of this. Collaboration is truly an art, and by harnessing its power, we will come out better than before. Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia Additional Resources: Strategy Meeting Agenda Book: Traction by Gino Wickman SWOT Analysis Worksheet Pros and Cons of WFH Communication: Creating World-Changing Collaborations  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/  

As America’s Road Trip Expert, Dr. Forbes has traveled by car in all 50 states, enjoying hundreds of scenic byways and scenic drives passing through thousands of historic towns. Her love of the road trip began at age 7 and even her High School was on a Scenic Byway. After a career in architecture and facility management, ending at The World Bank in Washington, DC, she was able to transform her love of the road trip into a successful career. Since beginning to develop road trips and driving travel packaging for destinations throughout the United States, Dr. Forbes has assisted over 300 locations to develop and promote new travel products in their areas. While managing an international inbound tour operator, she included scenic byways in every possible driving trip for overseas visitors. Even though Dr. Forbes still assists destinations and regional locations to develop road trip experiences, more recently she contracted to take on the role of Director of Development and Marketing for the National Scenic Byway Foundation, and also the management of the effort to develop a comprehensive website to include all scenic byways and scenic roads throughout the United States. In addition to those roles, she serves as Professor of Destination Management and Marketing for the Temple University Masters in Travel and Tourism program. Dr. Forbes is conversant with the economic impact of Scenic Byways and scenic roads along with methods to create economic development in areas where it is hardest to come by. Her unique background in working on all sides of the equation – developing road trip experiences for the travel sellers and selling road trips as the head travel agent, holding an IATA number to travel buyers, plus teaching the subjects and working in economic development delivers a comprehensive perspective on what today’s visitors need and want and what travel sellers must do to respond, not found anywhere else. She holds a Bachelor of Fine Arts and Master of Art and Architectural History from the University of Wisconsin, a Doctorate in Environmental Planning from Union University, a Certificate in Digital Marketing from the University of Illinois, and is currently working on an MBA at Taft University. Destination on the Left is joined by Dr. Maree Forbes, Director of Development and Marketing for the National Scenic Byway Foundation. As America’s Road Trip Expert, Dr. Forbes has traveled by car in all 50 states, enjoying hundreds of scenic byways and scenic drives passing through thousands of historic towns. On our podcast, Maree shares her story and talks about the importance of scenic byways to the small towns and communities that they encompass. She also discusses the use of storytelling to create visitor experiences, and the importance of collaboration in travel and tourism. What You Will Learn in This Episode: Dr. Forbes’ journey into the travel and tourism industry The importance of scenic byways to the small towns and communities that they encompass How Dr. Forbes creates itineraries based on visitor experience How Dr. Forbes drove international travel through America’s scenic byways and drives How storytelling enhances the ability to build visitor experiences What Dr. Forbes has done to target different demographics with her travel experiences The importance of creativity and collaboration in building road trip experiences The National Scenic Byway Foundation Dr. Maree Forbes is the Director of Development and Marketing for the National Scenic Byway Foundation. As America’s Road Trip Expert, Dr. Forbes has traveled by car in all 50 states, enjoying hundreds of scenic byways and scenic drives passing through thousands of historic towns. She has assisted over 300 locations to develop and promote new travel products in their areas. And her experience spans every piece of the equation. On our podcast, Maree shares her story and talks about the importance of scenic byways to the small towns and communities that they encompass. Preserving the Beauty Dr. Forbes designs unique road trip experiences for scenic byways and scenic drives in conjunction with The National Scenic Byway Foundation, an organization that picked up the pieces when federal funding was cut. She and her team are looking for ways to promote these one-of-a-kind travel routes on one central platform so they can fund preservation efforts and maintain the irreplicable beauty of the byways and scenic drives for generations to come. You can’t just build a new one when the beauty is destroyed, so these efforts are critical to locations across the country. The Personal Travel Portfolio Building these unique road trip experiences for a broad spectrum of travelers requires a lot of creativity. As competitive as the travel and tourism industry can be, Dr. Forbes had to figure out how to elevate the road trip. It was a challenge to inspire visitors to take the scenic route instead of flying to a destination and flying back, but she had a lot of success targeting international travelers with her “personal travel portfolio.” Many international travelers wanted to rent a car when they got to America, but with the grandiosity of the U.S., they didn’t quite know where to start. This program had a story for each day of travel, with detailed information about things to see and do that would make their trip more satisfying. And the use of creativity to turn driving into a travel experience did so much for scenic byways and drives around the country. Website: https://nsbfoundation.com/ LinkedIn: https://www.linkedin.com/in/maree-forbes/ Facebook: https://www.facebook.com/NationalScenicBywayFoundation/

While owning an ad agency was never in her dreams, Ginna Royce can’t think of a better way to spend her life–with the exception of being the next Food Network star! The opportunity to experience different industries, personalities, and technology through her clients is an amazing part of every day; the chance to share this with her husband–my partner–is a blessing. She has deep West Virginia roots but was raised in northern Virginia. WVU provided a phenomenal Journalism education and she landed at the Dominion Post right after graduation. A short stint with an ad agency had her hooked on the culture but it was a client that forced her hand…he canceled his contract with the firm and told her to call him when she got her own office. She never looked back. They cut their teeth on 18 hour days and lots of retail for the first 15 years, the last eight have included service and manufacturing industries along with international marketing. Delbert and Ginna developed a wanderlust recently that has taken them to Tahiti, Australia, New Zealand, Fiji, and Africa. And there’s still a lot to see. With three dogs and a cat, time at home is complete. Ginna has a passion for this business…better yet, she has lifelong friends that entered her life disguised as clients and employees. It doesn’t get better than that. Destination on the Left is joined by Ginna Royce, the CEO and Creative Director at BlaineTurner Advertising. BTA focuses on providing an honest, eye-opening approach to marketing, where research, strategy, and creative work in perfect unison. When we learned about Ginna’s work with the CVB in her region of West Virginia, we knew she would bring a ton of value to the table. On our podcast, Ginna shares her journey into the travel and tourism industry, and her unique approach to marketing in this niche. The Evolution of Tourism Marketing Ginna Royce is the CEO and Creative Director at BlaineTurner Advertising. BTA focuses on providing an honest, eye-opening approach to marketing, where research, strategy, and creative work in perfect unison. When we learned about Ginna’s work with the CVB in her region of West Virginia, we knew she would bring a ton of value to the table. On our podcast, Ginna shares her journey into the travel and tourism industry, and her unique approach to marketing in this niche. She explains what DMOs can do to generate more leads and maximize the results of their campaigns. And she also talks about how her agency is using collaboration to serve a CVB that now includes three counties. No Experience Wasted BlaineTurner was founded in 1986, and as you can imagine, a lot has changed in advertising/marketing in the last thirty-four years. Having that perspective enables Ginna to think critically about every business problem that her clients and prospects bring through BTA’s doors. In addition to that, her agency has served many industries outside of tourism like healthcare and manufacturing. Their broad spectrum of work means they can adapt quickly in the ever-changing market place as new channels, consumer behaviors, and industry trends arise. In travel and tourism, that is an important agency trait now more than ever. Brand Positioning in Travel and Tourism When your agency can navigate the challenges of a changing advertising landscape, you build trust that leads to long term relationships. A great example of this is BlaineTurner’s relationship with the Visit Mountaineer Country CVB. The organization has been working with BTA since its inception in 1986, and together they have worked through an expansion to three counties, as well as a complete rebranding of the CVB in 2019. Brand positioning is a major topic of discussion in travel and tourism. And Ginna’s ability to cater to visitors and stakeholders alike has enabled her clients to speak to multiple audiences while remaining effective. From giveaways to creative campaigns, BTA continues to find new ways to generate interest among different demographics. Website: www.blaineturner.com LinkedIn: https://www.linkedin.com/in/ginna-royce-9067b25/ Facebook: https://www.facebook.com/ginna.royce Twitter: @GinnaBTA

Greg DeShields currently serves as the Executive Director at PHLDiversity a business development division of the Philadelphia Convention and Visitors Bureau. As Executive Director of the Philadelphia Convention and Visitors Bureau PHLDiversity, Greg is responsible for developing and implementing plans, strategies, and initiatives specifically designed to raise Philadelphia’s image as a diverse multicultural destination leading to hotel room nights and economic impact for the region. Greg is a graduate of Johnson & Wales University Providence, Rhode Island, with an A.S. Degree in Hotel & Restaurant Management; and B.S. Degree in Hospitality Management. His professional development includes a certification from the Institute for Diversity, Urban League of Philadelphia, Leadership Forum, Leadership Philadelphia, and Greater Philadelphia Leadership Exchange. Destination on the Left is joined by Greg DeShields, the Executive Director at PHLDiversity. PHLDiversity is a business development division of the Philadelphia Convention and Visitors Bureau that develops and implements plans, strategies, and initiatives specifically designed to raise Philadelphia’s image as a diverse multicultural destination. During our conversation, Greg talks about why it is so important for businesses to create a strategy for diversity, equity, and inclusion in their organizations AND communities. Then he explains what it takes to implement the strategy for long-term results. What You Will Learn in This Episode: Greg’s journey into the travel and tourism industry How multiculturalism has a financial impact on destinations How DEI continues to evolve as time moves forward Why DEI (diversity, equity, and inclusion) is a marathon, not a sprint The business case for creating a DEI strategy How to foster community participation and involvement for diversity, equity, and inclusion Why proactive strategy and planning is better for DEI than taking a reactive approach How a collaboration between PHLDiversity and a local LGBT chamber led to new revenue and business for both organizations How podcasting ties into the work that PHLDiversity does The Expansion of DEI in Travel and Tourism Greg DeShields is the Executive Director at PHLDiversity, a business development division of the Philadelphia Convention and Visitors Bureau. He is responsible for developing and implementing plans, strategies, and initiatives specifically designed to raise Philadelphia’s image as a diverse multicultural destination leading to hotel room nights and economic impact for the region. During our conversation, Greg talks about why it is so important for businesses to create a strategy for diversity, equity, and inclusion in their organizations AND communities. Then he explains what it takes to implement the strategy for long-term results. The Evolution of Multiculturalism After Greg spent some time getting settled in his career, he started to understand the economic impact that multiculturalism had on destinations across the globe. But once he moved from the board of directors to a leadership position in PHLDiversity, he started working to expand the table beyond culture. It embraced all communities like women and LGBT, and DEI (diversity, equity, and inclusion) continues to evolve over the years. Now, Greg and his team are focused on eliminating barriers and creating access for people of color. Creativity and DEI Normally we talk about examples of creativity used to promote diversity, equity, and inclusion in the travel and tourism industry. But in this case, the PHLDiversity organization is an example in and of itself. The organization has been around for over 30 years, and in the late 1980s, Philidelphia was not known as a tourist destination. When Atlantic city started to gain notoriety, the city needed to find a way to engage diverse communities as gaming expanded. This led to the formation of a new organization that brought black voices into the discussion. Community participation has been a key part of their work to this day, and PHLDiversity continues to engage the local population in new and innovative ways. Website: https://www.discoverphl.com/phldiversity/ LinkedIn: https://www.linkedin.com/in/gregdeshields https://www.linkedin.com/company/philadelphia-convention-&-visitors-bureau/ Facebook: https://www.facebook.com/discoverPHL Twitter: @gregdeshields7 @discoverPHL Podcast: https://www.discoverphl.com/meet/phldiversity/podcasts/ Episode Transcript We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Melissa Cherry serves as the Chief Operating Officer at Destinations International. She is responsible for the development and execution of the overall marketing and communications, product engagement, information technology, meetings, and education strategies to promote and elevate the Association’s mission and brand to drive awareness of its impact to advance the success of the destination marketing industry worldwide. Prior to joining Destinations International, Melissa was senior vice-president for marketing and cultural tourism at Choose Chicago. During her four-year tenure at the city’s official destination marketing organization, she led Choose Chicago’s domestic and international marketing strategies, including all efforts for brand strategy, integrated marketing, research, advertising, official publications and collateral, website, social media, and event marketing. Additionally, she launched the first-ever Cultural Tourism Strategy to increase visitation and awareness to Chicago’s cultural entities, events, and neighborhoods. John Percy is President and CEO of Destination Niagara USA. It is the official Tourism Promotion Agency and a full-service Destination Marketing Organization serving Niagara Falls and Niagara County, New York/USA. Previously, John served as Vice President of Sales and Marketing for the organization. Other prior experience includes Vice President of Tourism for the Niagara Falls Convention and Visitors Bureau and 15 years in shopping center marketing and management in both Western New York and Detroit, Michigan. In addition to serving as Vice Chairman for the Board of Governors for the American Bus Association Foundation and on the Board of Directors for ABA’s actual association, John also serves as the current Chair-elect on the Destinations International Foundation Board of Trustees. He also serves on boards for the Niagara USA Chamber of Commerce, Niagara Falls Community Mission, and the Niagara Falls National Heritage Area. John is also a co-chair of the Equity, Diversity, and Inclusion task force for Destinations International, a task force that Melissa Cherry oversees in her role. Destination on the Left is joined by Melissa Cherry, COO at Destinations International, and John Percy, President and CEO of Destination Niagra USA, to discuss America’s racial unrest. The conversation about equity, diversity, and inclusion can be uncomfortable to have, but it is needed in every aspect of our lives right now. On our podcast, Melissa and John share their personal stories about how they have been impacted by bias. The racial conversation is both a challenge and an opportunity, and there is so much we can do right now to make sure this moment in time does not pass us by. What You Will Learn in This Episode: Melissa and John’s journeys into travel and tourism How equity, diversity, and inclusion manifest in the travel and tourism industry today Melissa and John’s personal experience with racial bias Why the conversation about race is both a challenge and an opportunity How we can use creativity and collaboration to tackle prejudice in travel and tourism Why Destination International’s DEI Committee was created and how it has evolved What we can do NOW to make an impact on racial inequality in the U.S. Systemic Prejudice in Travel and Tourism Destination on the Left is joined by Melissa Cherry, COO at Destinations International, and John Percy, President and CEO of Destination Niagra USA, to discuss America’s racial unrest. The conversation about equity, diversity, and inclusion can be uncomfortable to have, but it is needed in every aspect of our lives right now. On our podcast, Melissa and John share their personal stories about how they have been impacted by bias. The racial conversation is both a challenge and an opportunity, and there is so much we can do right now to make sure this moment in time does not pass us by. Coming Together As One As the conversation about race is amplified, there is a new sense of urgency and a light at the tunnel. But while there are many opportunities for addressing the issue of race, there are a lot of challenges. Through Melissa and John—a woman of color and a gay, white man—their personal stories show how real systemic prejudice and bias is here in the U.S. It is something that we can’t ignore any longer, and by coming together as one force of creative problem solvers, we can tackle this adversity in our industry once and for all. The Racial Conversation Right now, there are a lot more conversations about race and they are easier to have. But only a couple of years ago, we still had to convince people to be a part of the conversation at all. The best thing we can do as a collective is to show empathy and facilitate open discussions about the realities we don’t truly understand. What do our organizations look like? What do our communities look like? Those are the questions we need to be asking ourselves in order to properly direct our problem-solving skills and make a difference. 5 Questions About Race Video 5 Questions About Race Article Leading by Example: Lessons in Race and Racism An OPEN LETTER to Our Colleagues and the World from Black Destination Industry Leaders LinkedIn: https://www.linkedin.com/in/melissa-cherry-444806/ https://www.linkedin.com/in/john-percy-cdme-20558b3/ Episode Transcript We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

In Destination on the Left’s 200th episode, we kick off October’s theme of equity, diversity, and inclusion. Nicole Mahoney shares experience with these issues, and she talks about the different ways her team is working together to live out the ‘equitable’ core value within their company. Learn what we can do to explore, understand, and act on the topic of diversity in the travel and tourism industry. What You Will Learn in This Episode: Host Nicole Mahoney’s experience with the challenges of equity, diversity, and inclusion What Nicole’s team is doing to live out the ‘equitable’ core value within their company What we can do to explore, understand, and act on the topic of diversity in the travel and tourism industry The lessons Nicole learned about diversity in applicant pools during the hiring process How Nicole’s team took a proactive approach to diversity in their company and industry How the team was living out their core values, and where they were falling short Why addressing systemic racism in your organization will impact existing employees, future employees, and clients alike Addressing the Topic of Diversity in our industry In Destination on the Left’s 200th episode, we kick off October’s theme of equity, diversity, and inclusion. Nicole Mahoney shares experience with these issues, and she talks about the different ways her team is working together to live out the ‘equitable’ core value within their company. Learn what we can do to explore, understand, and act on the topic of diversity in the travel and tourism industry. In light of recent events in the United States that sparked severe racial unrest, the opportunity to have this conversation could not have come at a better time. Looking into the Mirror With racial injustice sweeping the country right now, it is hard to focus on more than race. In the travel and tourism industry alone, racial diversity is a major issue, and it goes all the way to the leadership level of top organizations. As Nicole started to think about this, she realized that even her own company is guilty of homogeneity. Nicole didn’t build a team of white women on purpose, and there was no discrimination in the hiring process—she just didn’t receive a diverse applicant pool. But that is how she and her team *used* to think. After the death of George Floyd, they decided to take a proactive approach to diversity instead of leaving it to circumstance. A Deep Dive into the Unknown At first, Nicole and her team weren’t quite sure how to address the issue of diversity in their company and industry. But after exhausting every resource and contact they could pull from their network, a plan started to materialize. They used their ‘equitable’ core value as a framework and starting point in their exploration of systemic racism and diversity in the United States. The team figured out where they were living that core value, and where they were falling short. And as a result, the discoveries they made will shape the policies and actions of the organization as a whole, impacting existing team members, future team members, and clients alike. Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia Additional Resources: How We Live Core Value Equitable Shortfalls Systemic Racism Explained Racial Equity Report Card

Rick Antonson is the author of the travel narratives: To Timbuktu for a Haircut: A Journey Through West Africa, Route 66 Still Kicks: Driving Americas Main Street, and Full Moon Over Noah’s Ark: An Odyssey to Mount Ararat and Beyond. He is the co-author of Slumachs Gold: In Search of a Legend. He was president and CEO of Tourism Vancouver, is past chair of the board for the Destinations International, based in Washington, DC, and served as deputy chair for the Pacific Asia Tourism Association, based in Bangkok, Thailand. He speaks around the world about the multi-generational philosophy Cathedral Thinking. Rick and his wife Janice make their home in Predator Ridge, Okanagan Valley, Canada. You can find him online at www.rickantonson.com and www.cathedralthinking.com. Destination on the Left is joined by Rick Antonson, the former president and CEO of Tourism Vancouver, the past chair of the board for Destinations International, based in Washington, DC, and the former deputy chair for the Pacific Asia Tourism Association, based in Bangkok, Thailand. He initially joined us on Episode #44, where we talked about using cathedral thinking to create a brighter future. During our conversation, we talk about the importance of scenario planning and managing a crisis. We discuss the different ways the pandemic has shown tourism affects everyone. And we discuss the power of cathedral thinking in rebuilding the future. What You Will Learn in This Episode: What was going through Rick’s mind as the pandemic gained momentum and spread across the globe Rick’s approach to crisis management in the tourism industry What we should be doing to respond to the crisis right now to prepare our destinations for regrowth The concept of cathedral thinking, and how DMOs can use it to plan for rebuilding in the future Different ways in which the pandemic has shown tourism’s effect on entire communities What Comes Next After COVID? Rick Antonson is the former president and CEO of Tourism Vancouver, the past chair of the board for Destinations International, based in Washington, DC, and the former deputy chair for the Pacific Asia Tourism Association, based in Bangkok, Thailand. He initially joined us on Episode #44, where we talked about using cathedral thinking to create a brighter future. During our conversation, we talk about the importance of scenario planning in managing a crisis. We also discuss the different ways the pandemic has shown tourism’s effect on entire communities. And we discuss the power of cathedral thinking in rebuilding the future. Crisis Management 101 At first, we were facing more of a business and marketing crisis than a worldwide shutdown like we see today. That is the first step in crisis management—identifying you are actually IN a crisis. But in crisis management, the most immediate thing is to then determine what the situation is and get the facts. This enables tourism organizations to have more strategic discussions based in realism, not idealism. You can’t react to a crisis based on what you wish was happening or somebody’s artificial forecast. You have to react based on the facts, and sometimes you have to go below the surface to get away from the noise and piece together what is really happening. Stepping Stones Rick recently authored an op-ed that ran in the Vancouver Sun titled “Immediate Financial Assistance Needed to Save BC Tourism Sector.” In this piece, Rick talks about the importance of funding tourism now in order to regain lost business by the year 2023. This is not a quick rebound. Even if a vaccine is approved and distributed in major markets across the globe, it will take time for the wheels to start turning again. People have to individually want to travel again—not desire. But making travel a priority when they’re concerned with getting back to work and replenishing their savings is also going to take time. The pandemic has taken a toll on our industry, but we do have the power to rebuild it better than before. Rick’s Op-Ed: Vancouver Sun Website: http://www.rickantonson.com/ www.cathedralthinking.com LinkedIn: https://www.linkedin.com/in/rickantonson/ Facebook: https://www.facebook.com/rickantonsonauthor/ Twitter: @inkroadsrick

Living in Southern Africa for 12 years, Thomas has 20 years of experience in the Hospitality and Tourism sector while working for brands like TUI and Thomas Cook in 8 countries and cultures. His focus on digital marketing and distribution, the turnaround of Hospitality and Tourism businesses, and the opening of Hotels has made him a Digital Native Hospitality and Tourism professional. Before that, he started his career with the largest commercial company, METRO, in Europe and IBM, where he evolved his career in IT, software development, and systems integration. It is this combined commercial, IT, Digital, and Hospitality and Tourism experience that created the holistic approach of Rainmaker Digital. Destination on the Left is joined by Thomas Mueller, the founder and CEO of Rainmaker Digital. Rainmaker is a social enterprise with a clear target to keep more tourism spend in destinations through the democratization of technology. On our podcast, Thomas joins us to talk about how his company is helping clients keep more of the tourism spend in their destinations by disrupting the digital value chain. He shares his take on why Coronavirus is the biggest opportunity of our lifetime, and he also talks about sustainable tourism from an economic perspective. What You Will Learn in This Episode: Thomas’ journey into the travel and tourism industry Why there were such profound skills gaps in small and mid-sized hospitality businesses during the digital transformation of travel and tourism Thomas Mueller’s 5 Stages of Success, and how destinations are using it to transform their travel ecosystems in South Africa How Rainmaker is eliminating the complexities of the digital revolution in hospitality Why Coronavirus is the biggest opportunity of our lifetime in travel and tourism How the role of DNCs will change as a result of COVID How Thomas has seen creativity used throughout the pandemic Why economic sustainability is as critical as environmental and social sustainability in the travel and tourism industry Rainmaker Digital Thomas Mueller is the founder and CEO of Rainmaker Digital, a social enterprise with a clear target to keep more tourism spend in destinations through the democratization of technology. This technology enables destinations and their hospitality and tourism businesses to take back control of their visibility, digital presence, reputation, communication, and distribution. On our podcast, Thomas joins us to talk about how his company is helping clients keep more of the tourism spend in their destinations by disrupting the digital value chain. He shares his take on why Coronavirus is the biggest opportunity of our lifetime, and he also talks about sustainable tourism from an economic perspective. Adapting to the Digital Market Thomas brings so many different viewpoints to the table because he has worked with teams in almost every corner of the travel and tourism industry. He experienced the digital transformation in real-time, and he helped businesses thrive by staying in front of the rapid changes. But during this process, he discovered massive skills gaps in small and medium-sized businesses who were struggling to adapt to the digital market. All of the various roles were siloed and cut-off from the core business, so they failed to communicate with each other and couldn’t deliver what the customer wanted. Thomas used the 5-Stages of Success to guide these teams to a more holistic approach to destination marketing. A Holistic Managed Service The five stages are streaming, planning, booking, experiencing, and sharing, and Thomas Mueller made it available as a holistic managed service. All of the stages became integrated and interdependent on one another, which allowed them to perform at a much higher level. Then, because it is a managed service, hospitality businesses can easily overcome the skills gaps. With the responsibility in Rainmaker’s hands, the clients can focus on what they do best; making customers happy. Rainmaker makes sure there are customers coming through the doors without any complexity or technical challenges. Website: www.rainmaker.travel LinkedIn: https://www.linkedin.com/in/thmnam/ https://www.linkedin.com/company/rainmakerdigital/ Facebook: https://www.facebook.com/rainmakerafrica Twitter: @RainmakerAfrika Keep More Tourism Spend in Destinations for Sustainable Tourism Development | getenabled@rainmaker.travel Episode Transcript We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

James is Partner and Co-founder of Rove Marketing, a leading tourism data, analytics, and consulting firm. They are focused on helping tourism organizations become more data-driven, so they are better positioned to navigate change, maximize travel visitation, and ultimately drive revenue growth. He brings over 20 years of strategic knowledge in CRM, customer experience management, data and analytics, branding, and digital marketing strategy. Destination on the Left is joined by James Sauter, a partner and co-founder of Rove Marketing. Rove is a leading tourism data, analytics, and consulting firm focused on helping tourism organizations become more data-driven, so they are better positioned to navigate change, maximize travel visitation, and ultimately drive revenue growth. On our podcast, James talks about how destinations are using mobile location data to inform their early recovery plans, how residents sentiment data can help with recovery and rebuilding and how collaboration will fuel the future of tourism. What You Will Learn in This Episode: James’ vision with Rove and the services they offer The two areas in which Rove works with tourism organizations to help them utilize data How Rove has used data to help tourism organizations navigate the pandemic The tourism dashboards Rove is building all over the world, and how they work How Rove is tracking resident sentiment to support destinations and drive tourism traffic How mobile location data and other sources are being used creatively to help destinations recover What role data will play in transforming destinations to fit the “new normal” How this data collection and analysis process will eventually be able to span multiple destinations and entire regions Rove Marketing James Sauter is a partner and co-founder of Rove Marketing. Rove is a leading tourism data, analytics, and consulting firm focused on helping tourism organizations become more data-driven, so they are better positioned to navigate change, maximize travel visitation, and ultimately drive revenue growth. On our podcast, James talks about how destinations are using mobile location data to inform their early recovery plans, how residents sentiment data can help with recovery and rebuilding and how collaboration will fuel the future of tourism. He explains how we can better use data to plan for the future during these uncertain times. The Power of Data Collection Before COVID, everything pointed to massive growth in the tourism industry. It was a major opportunity for Rove to get in on the ground floor and help tourism organizations make better decisions by leveraging data technology and their insights. They accomplish this by providing full-service consulting and data collection services under one roof. And data collection is more important now than ever. It has played a huge role in understanding what is happening in the travel industry as consumer trends/government regulations change. Using that information, DMOs can plan the best course of action and pivot as needed. How to Use the Data You Collect One of the areas where James’ team found its stride was with mobile location data. As we work through this fragmented reopening process, it is important to know where people are, where they’re visiting within a location, how long they’re staying, and their demographic. This can help destinations drastically during the early stages of recovery. They are also using creativity to leverage data in other ways, such as sourcing rating and review information. Rove can pull all of the reviews for restaurants, hotels, attractions, etc. and put them into a scale to track performance. Obviously, when COVID hit, there was a dip in data for this tool, but everything is proving extremely valuable as tourism reopens. Website: www.rovemarketing.ca LinkedIn: https://www.linkedin.com/in/jamessauter/ https://www.linkedin.com/company/rove-marketing/ Email: james.sauter@rovemarketing.ca Episode Transcript We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

In Destination on the Left’s solocast episode, we share the process that our team recently developed to reset our forward-thinking mindset. We found that when you challenge yourself and your team to move past the perceived limitation of uncertainty and stay focused on the future, many opportunities will appear. This solocast is an opportunity to discuss our company’s experience and the tools we used to get back on track during the pandemic’s challenging times. What You Will Learn in This Episode: How to assume a solutions-oriented, forward-thinking mindset during this challenging pandemic The meeting agenda we use for our team strategy meeting How to implement the processes from Gino Wickman’s “Traction” in your own organization The benefits of performing a SWOT analysis to generate forward-focused questions that guide your team’s discussion How to use Traction’s IDS process to solve unique business problems that arose during your strategy meeting How to create a forward-focused gameplan and define every team member’s role so you can execute with maximum efficiency Working Together to Plan for the Future In Destination on the Left’s solocast episode, we share the process that our team recently developed to reset our forward-thinking mindset. We found that when you challenge yourself and your team to move past the perceived limitation of uncertainty and stay focused on the future, many opportunities will appear. This solocast is an opportunity to discuss our company’s experience and the tools we used to get back on track during the pandemic’s challenging times. Strategic Meeting One of the first pieces of our process is the meeting strategy. Using techniques from Gino Wickman’s book Traction, we run through financials, new projects, accomplishments, upcoming projects, and our current business plan that was updated in May. Our business plan depicts the Traction model, which includes our core values, mission, vision, marketing strategy, and 3-year picture. This segues into a SWOT analysis (strengths, weaknesses, opportunities, and threats). From there, we move to forward-focused questions segment about our team and performance as an organization. Then, we used those questions to identify goals that will carry us through the end of the year and into 2021. Identify and Solve Your Issues The IDS format is another Traction piece that we have used to maintain a forward-thinking mindset. With this method, you first identify the problem you want to solve, then collect feedback from your team, and work together to figure out the best solution. In our case, it was whether or not to renew our lease given the current circumstances of COVID-19. We weighed the pros and cons of working from home, and the IDS process prevented us from talking in circles so we could reach a solution. Once everyone on your team understands the gameplan and knows their role in how you’re going to move forward, you will build momentum extremely fast. Email: nicole@breaktheicemedia.com Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia Additional Resources: Strategy Meeting Agenda Book: Traction by Gino Wickman SWOT Analysis Worksheet Pros and Cons of WFH

Sanger is the leading ambassador and advocate for museums in New York. She produces programs that promote best practices and deepen connections with members and constituents. She seeks new programs and funding opportunities for museums and the organization; maintains and develops relationships with stakeholders including museum professionals, industry partners, state and federal funding agencies, private foundations, local, state, regional, and federal government officials, and leaders of peer institutions and arts organizations. Created a state-wide partnership with Smithsonian Institutions Museum on Main Street Program. Doubled organizational membership and income. Instrumental in legislative initiatives to secure new state funding sources for museums. Destination on the Left is joined again by Erika Sanger, Executive Director of the Museum Association of New York State! She made her first appearance on Episode #25, where we talked about the role of museums in New York State’s tourism and economic development. But a lot has changed since then. On our podcast, Erika discusses the different ways museums continue to innovate and change to meet visitor needs during the pandemic. From online and virtual programming to redefining the physical spaces, this part of our industry is doing everything possible to adapt. What You Will Learn in This Episode: Erika’s role as the Executive Director of the Museum Association of New York State How the changes Erika’s organization has made over the last several years prepared them to pivot during the pandemic How Erika has helped and supported other members of her industry throughout the pandemic Which parts of the museum have taken the largest hit from the pandemic, and how that will impact them moving forward The silver linings to the global pandemic and its impact on museums How museums have leveraged different platforms to create a profound virtual experience for visitors to enjoy at home The Museum Association of New York State Erika Sanger is the Executive Director of the Museum Association of New York State. She made her first appearance on Episode #25, where we talked about the role of museums in New York State’s tourism and economic development. But a lot has changed since then. On our podcast, Erika discusses the different ways museums continue to innovate and change to meet visitor needs during the pandemic. From online and virtual programming to redefining the physical spaces, this part of our industry is doing everything possible to adapt. Stretched Thin, But Still Fighting It has been nearly six months since the global pandemic shut down our world economy, closed borders, and brought the travel industry to a complete standstill. We are doing everything in our power to keep up, and the levels of creativity and collaboration in the travel industry are evolving at an unprecedented rate. As the world slowly re-opens under limited circumstances, associations like the Museum Association of New York State are leading the charge, helping the struggling industry stay afloat and build momentum. The Post-COVID Museum Experience All of this change and adaptation begs the question, what will the post-COVID museum experience and landscape actually look like? With such a massive economic hit, many of the client-facing positions of the industry have been eliminated. We have lost so many future leaders of their respective fields, and the only thing museums can do is hope for more support and continue to be resilient. Increased social media presence, data collection, and a general pivot to virtual was the ultimate savior of museums at this time. They are creating the virtual mirror of the museum experience as we know it, and it has seen great success. Website: www.nysmuseums.org LinkedIn: https://www.linkedin.com/in/erika-sanger-7b8202a/ https://www.linkedin.com/company/museum-association-of-new-york Facebook: https://www.facebook.com/nysmuseums Twitter: @erika3791 @nysmuseums

Kate Scopetti is living a full life revolving around a passion for travel, plus an exceptional ability to develop super creative and truly unique experiences, naturally led to the creation of the categorically successful Mid Atlantic Receptive Services, (MARS) and its subsidiaries: Go Performing, Go Student Tours, Go Sports Tours, and SoccerTours.net. Destination on the Left is joined by Kate Scopetti, President and owner of MARS & Companies (Mid-Atlantic Receptive Services). On our podcast, Kate joins us to talk about the group travel industry, the work her organization is doing to prepare for recovery, and why collaborations are more important than ever. She explains her philosophy of “opening our minds to where the opportunities lie,” and talks about how that philosophy is applied in her own businesses. What You Will Learn in This Episode: Kate’s background and her journey into the travel and tourism industry The evolution of MARS & Companies since its inception What MARS & Companies is doing to prepare for recovery after the pandemic How MARS & Companies transformed into a true wholesaler How Kate has used creativity to help MARS stand out from the crowd The different strains of collaboration in the group travel industry Why collaboration is more important than ever in the group travel industry Kate’s philosophy of “opening our minds to where the opportunities lie,” and how that philosophy is applied in her own businesses How the group travel industry has been affected by the global pandemic MARS & Companies Kate Scopetti is the President and owner of MARS & Companies (Mid Atlantic Receptive Services). With a full life revolving around a passion for travel, Kate has developed an exceptional ability to craft extremely creative and truly unique experiences that led to the formation of MARS and its subsidiaries. On our podcast, Kate joins us to talk about the group travel industry, the work her organization is doing to prepare for recovery, and why collaborations are more important than ever. She explains her philosophy of “opening our minds to where the opportunities lie,” and talks about how that philosophy is applied in her own businesses. Transforming into a True Wholesaler MARS & Companies initially started as a receptive company in the Mid Atlantic Region. They developed a substantial following in the DC area as the go-to experts for tour operators and other agents in the area. They worked collaboratively with this regional network of tourism professionals to connect different types of clients with different types of products throughout the year. And from there, they transformed into a true wholesaler. MARS & Companies now offer products around the world, and they still have a significant amount of clients that were with them from the beginning. Creativity in the Group Travel industry Collaboration has enabled Kate to build a powerful foundation and client base, but the use of creativity really helped MARS & Companies stand out from the pack. Kate and her team use creativity to build unique, custom strategies for their clients based on the specific needs and goals of each one. As a wholesaler, they can help their clients grow by expanding their product offerings without adding a significant amount of labor. Using creativity during these difficult times is only going to yield new solutions that will become part of your product line when things pick up again. As we make our way out of this pandemic, that is important to remember. Website: www.takeafuntrip.com LinkedIn: https://www.linkedin.com/in/kate-scopetti-5126b516/ https://www.linkedin.com/company/mid-atlantic-receptive-services/about/ Facebook: https://www.facebook.com/MidAtlanticReceptiveServices https://www.facebook.com/GoPerforming https://www.facebook.com/GoStudentTours https://www.facebook.com/SoccerTours.net Twitter: @takeafuntrip

Kathy Casstevens is the Marketing Director at Starved Rock Lodge. She is also a photographer, tourism professional, and lover of nature. Kathy launched GnatTravel a year ago to promote travel in a different way. She is also the chair of the LaSalle County Tourism coalition. Destination on the Left is joined by Kathy Casstevens, the Marketing Director at Starved Rock Lodge. During our conversation, Kathy shares her journey into destination marketing and talks about how she has used creativity and collaboration to market Starved Rock Lodge on a shoestring budget. She provides a bunch of tips and insider hacks for marketing that will drive results at any destination, and she walks us through the content strategy that helped bring over two million visitors through Starved Rock last year. What You Will Learn in This Episode: Kathy’s journey into destination marketing with Starved Rock Lodge How Kathy has used creativity and collaboration to highlight Starved Rock’s unique features and make it stand out from the crowd How Kathy leverages digital photography to drive visitor traffic at Starved Rock Different platforms Kathy is using to share Starved Rock’s massive digital photo library Systems and processes Kathy has in place to manage her content strategy How Kathy has been communicating with the press during lockdown Different collaborations that have helped Starved Rock Lodge grow its visitor base Starved Rock Lodge Kathy Casstevens is the Marketing Director at Starved Rock Lodge in Utica, IL. She joins Destination on the left to share her journey into destination marketing and talk about how she has used creativity and collaboration to market Starved Rock Lodge on a shoestring budget. During our conversation, Kathy provides a bunch of tips and insider hacks for marketing that will drive results at any destination. She walks us through the content strategy that helped bring over two million visitors through Starved Rock last year, and she discusses some of the exciting projects on the horizon that aim to generate even more traffic next year. What Makes You Unique? Starved Rock Lodge is nestled in the heart of Starved Rock State Park in North-Central Illinois. It is such a unique place because it completely disrupts the rolling meadows and cornfields with 18 glacier-cut canyons, seasonal waterfalls, and unbelievable views. The actual lodge sits atop an 80 ft bluff overlooking Starved Rock on the Illinois River. And as you can imagine, there is a lot of material to work with in designing a marketing campaign that sets Starved Rock apart from the pack. Last year, they had over two million visitors come through their destination, and as travel and tourism start to pick back up, they plan to do more. Photography is one of the primary tools Kathy will use to accomplish that goal. Build Your Content Library When Kathy started working at Starved Rock Lodge, they literally had ONE digital photo. Now, they have a digital library of hundreds of thousands. With such an unusual landscape in an unsuspecting geographic area, being able to show prospective travelers what makes it unique is vital to their marketing efforts. Over the years, Kathy has expanded the range of platforms Starved Rock uses to promote it’s massive digital photo library, and she is able to reach a significantly greater audience through apps like tik tok, Instagram, and a handful of others. Staying organized is a challenge in and of itself, but if you can build a massive content library of your own, there is so much you can do with it at any given time. Website: https://www.starvedrocklodge.com/ LinkedIn: https://www.linkedin.com/in/kathy-casstevens-4789497/ https://www.linkedin.com/company/starved-rock-lodge-and-conference-center/ Facebook: https://www.facebook.com/starvedrocklodge Twitter: @StarvedRockLdge @kcstarvedrock

Rachel Laber Pulvino is a Rochester native who has the privilege of promoting her hometown on a daily basis as the Director of Public Relations and Communications for Visit Rochester. In this role, Rachel is regularly reaching out to regional, national, and international media to share Rochester’s story, and help media and visitors alike discover the activities and attractions that make Rochester an ideal destination. Raised in Rochester, Rachel attended SUNY Geneseo, where she earned a B.A. in Communication and continued on to the S.I. Newhouse School of Public Communications, Syracuse University for graduate school, where she earned an M.S. in Public Relations. Rachel is an active member of the Public Relations Society of America, Rochester Chapter, currently serving on the board, while also volunteering on the programming and PRism award committees. Rachel also volunteers her time for the SUNY Geneseo Alumni Association Board of Directors as well as Big Brothers Big Sisters Greater Rochester. Rachel is a proud resident of the City of Rochester where she resides with her husband, Rich Pulvino. When she’s not playing tour guide to visiting travel writers on the weekend, you can find Rachel visiting wineries in the Finger Lakes, at arts and cultural performance, or at Wegmans. Destination on the Left is joined by Rachel Laber, the Director of Market Communications and Public Relations for Visit Rochester. She joins Destination on the Left again to talk about what the Visit Rochester team is doing to support their tourism industry partners through the pandemic. Rachel originally appeared on Episode #57, where we talked about driving tourism in Rochester, NY through creativity and collaboration. She is here to expand on that and talk about the different programs and response measures her team has taken over the past four months. What You Will Learn in This Episode: How Visit Rochester pivoted to help the community respond to the pandemic The development of Visit Rochester’s digital content strategy for the local market The ROC acronym and how Visit Rochester has used it to navigate the pandemic How Visit Rochester began to create new programs after learning that the pandemic was going to be a long-fought battle What Visit Rochester did to help local businesses in the community thrive during the reopening phase How the ROC Ready Promise is providing a sense of safety to visitors in the reopening phase The creation and execution of Visit Rochester’s Rediscover Rochester campaign A Lifeline for the Community Rachel Laber is the Director of Market Communications and Public Relations for Visit Rochester. She joins Destination on the Left again to talk about what the Visit Rochester team is doing to support their tourism industry partners through the pandemic. Rachel originally appeared on Episode #57, where we talked about driving tourism in Rochester, NY through creativity and collaboration. She is here to expand on that and talk about the different programs and response measures her team has taken over the past four months. From the initial lockdown to the reopening phase, Visit Rochester has remained nimble throughout. This is a look into the challenges they faced during quarantine, and how they overcame them to continue supporting the industry. Visit Rochester’s Massive Pivot When the stay-at-home order first went into effect back in March, Rachel and her team had to act swiftly. They began meeting and ideating daily to try and plan for what might be coming down the pipeline, and fight or flight took over. Instead of burying their heads in the sand, Rachel and her team approached the problem as realists, identifying what challenges were on the horizon, and what they could do to support their stakeholders at that moment. Visit Rochester pivoted right away, and within 24 hours, they shifted their efforts from marketing Rochester to outsiders to speaking directly to their local audience. Knowledge is Power Visit Rochester dedicated itself to promoting local businesses. They helped organize and roll out virtual events that their attraction partners were putting together. And ultimately, they became a conduit of information. Rachel and her team were fiercely on top of all developments in government regulation and response, and they made sure their partners were informed so they could plan their next moves accordingly. It inspired a powerful digital content strategy that is still driving traffic for all of their partners today, and it took the organization’s creative and collaborative function to an entirely new level. Launch of Rediscover Rochester campaign: http://www.visitrochester.com/rochester-rising/ Website: http://www.visitrochester.com/ LinkedIn: https://www.linkedin.com/in/rachellaber/ https://www.linkedin.com/company/visitrochester/ Facebook: Facebook.com/VisitRochester Twitter: @rachellaber @VisitRochester