Explore every episode of the podcast Destination On The Left
| Title | Pub. Date | Duration | |
|---|---|---|---|
| 454. What Makes Atlantic Canada's Tourism Scene Unique, Atlantic Canada Roadshow 2025 Part 2 | 19 Nov 2025 | 00:58:12 | |
We're taking you on a road trip through the future of tourism in Atlantic Canada. You'll hear firsthand from tourism leaders on how the region captivates new generations of travelers while staying true to its maritime roots. We also spotlight the rise of Indigenous-led travel experiences and the wave of creativity from local artisans. From group travel trends to the power of regional collaboration, each story underscores how Atlantic Canada's tourism pros aren't just adapting—they're shaping what meaningful travel looks like for the years ahead.
Community lies at the heart of Atlantic Canada's tourism ethos. This spirit of partnership, as showcased at the Atlantic Canada Showcase event, has made the region a model for collaborative success. Provinces, cities, and businesses work hand-in-hand to offer amazing visitor experiences and nurture economic growth. Four provinces unite to market the region, develop meaningful partnerships, and promote the Maritimes. These collaborations aren't just behind the scenes—they tangibly widen access for visitors and amplify the region's reach in international markets. Authenticity is the Maritime EdgeIf there's one word repeated by tourism leaders throughout the episode, it's "authenticity." Atlantic Canada isn't about cookie-cutter vacations; it's about experiences crafted by the local communities. Molly Vail from Discover Halifax highlights how the city blends youthful energy with maritime charm, offering guests handcrafted itineraries that range from vineyards to vibrant nightlife. Natalie Kaftan of Tauck emphasizes the enduring appeal of the Maritimes' local character and color. Visitors are drawn to real people, unique food, and meaningful cultural exchanges, not just passive sightseeing. As travel trends shift worldwide, immersive itineraries and authentic local engagement are increasingly in demand. Whether it's an Acadian caviar tasting in New Brunswick or a craft-making workshop in Mahone Bay, guests are eager for stories and experiences that go beyond the surface. Growing Demand for Indigenous and Wellness ExperiencesIndigenous-led tourism is gaining extraordinary momentum in Atlantic Canada. Robert Thomas from the Newfoundland and Labrador Indigenous Tourism Association shares how guests now seek engagement with indigenous cultures—culinary experiences, guided hikes with elders, and artistic workshops are just the beginning. Tasha Robitaille's La Belle Cabane healing sanctuary offers a blend of wellness and indigenous knowledge, where visitors can participate in breathwork sessions, explore Métis traditions, and join healing retreats that are as restorative as they are educational. This surge in interest reflects a broader travel trend: visitors crave deeper connection, healing, and learning as much as recreation. Ultimately, Atlantic Canada Showcase itself, described as "intimate," "impactful," and "powerful" by my guests, epitomizes the region's strengths. Small size becomes an advantage, enabling tight-knit partnerships, genuine hospitality, and real dialogue among industry leaders. Whether partnering across cities or developing cross-province itineraries, success is shared and multiplied. 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! | |||
| 453. News from the Atlantic Canada Roadshow 2025 Part 1 | 12 Nov 2025 | 00:54:30 | |
This week on Destination on the Left, we bring you the first special roadshow installment from the Atlantic Canada Showcase 2025 in beautiful Saint John, New Brunswick. In this episode, we dive into the deep-rooted community spirit and storytelling tradition that make Atlantic Canada such a fantastic destination. You'll hear firsthand from passionate tourism professionals across the region, who will share powerful insights on how authenticity, connection, and collaboration are shaping travel experiences in Atlantic Canada—offering everything from local cuisine and hands-on adventures to heritage attractions and indigenous-led hospitality. Get ready to discover why Atlantic Canada continues to redefine what it means to experience genuine hospitality.
More and more, travelers crave experiences that feel genuine; not manufactured or packaged, but rooted in the real culture and history of a place. As our guests point out, Atlantic Canada captures the essence of what travelers are seeking in 2025, authenticity, connection, and a sense of place. Whether it's coastal escapes, heritage attractions, or culinary adventures, guests find themselves meeting people with deep roots and big hearts, engaged in traditions that tie them to the land and sea. This sense of authenticity isn't just a surface feature, it's immersive and personal. As travelers become savvier, the human warmth and raw natural beauty of Atlantic Canada offer lasting impressions that go far beyond the typical tourist checklist. Creating a Sense of BelongingThe region's defining feature isn't just its scenery—it's the spirit of its people. "Family," "welcome," "authentic," and "wonderful" were the most common words repeated by various tourism professionals when asked to sum up the Atlantic Canada Showcase experience. For Annick Robichaud-Butland, the laid-back lifestyle and genuine friendliness are irresistible for those looking to escape the rushed pace of everyday life. This communal sense goes deeper, too. Leaders like Christy Elliott from Balsam Ridge Forest Domes emphasize personal attention and the importance of treating every guest like family. At King's Landing Historical Settlement, the experience isn't just about history—it's about making personal connections that make visitors feel it's "their King's Landing, not just ours," as Melissa Lansing shares. Across properties and attractions, the trend is clear: travelers want to feel like locals, supported by genuine interactions, community-driven partnerships, and experiences that foster a true sense of belonging. A Cooperative Spirit Elevates the Guest ExperienceAtlantic Canada's tourism boom is built on a foundation of cooperation. Tour operators and destinations frequently cross-sell one another's products and services, ensuring that visitors enjoy fully-rounded itineraries and seamless transitions between provinces. For Annick Robichaud-Butland, collaborating with other receptive tour operators means providing a well-rounded itinerary and boosting economic potential for all partners. Organizations like Explore New Brunswick also highlight region-wide cooperative marketing efforts, such as the Atlantic Canada Agreement on Tourism—a pitch that unites Newfoundland, New Brunswick, Nova Scotia, and Prince Edward Island under one friendly umbrella. This collaborative approach allows the region to punch above its weight, attracting record numbers of buyers and making Atlantic Canada a must-watch destination on the travel map. Sustainability, Seasonality, and PersonalizationAs travel recovers post-pandemic, Atlantic Canada is seeing dynamic changes in visitor interests. Regenerative travel, off-season exploration, culinary journeys, heritage tourism, and multi-generational trips are all on the rise. Local experts are adapting by introducing winter offerings, hands-on activities, food-and-beverage experiences, and expanding digital storytelling platforms to reach both Canadian and international audiences. Repeat guests are increasing, with many super fans returning year after year to deepen their exploration. New partnerships, enhanced seasonal operations, and innovations—like Nordic spas and astro-tourism—are key drivers keeping the region vibrant and relevant. Above all, Atlantic Canada consistently inspires, welcomes, and connects with travelers in ways that are both meaningful and memorable. Atlantic Canada isn't just a destination—it's a way to feel at home, no matter where you're from. 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! | |||
| 444. Reclaiming Imagination in Business, with Susan Robertson | 10 Sep 2025 | 00:43:30 | |
On this episode of Destination on the Left, I talk with Susan Robertson, Possibility Architect at Sharpen Innovation and Harvard instructor. Susan shares why so many of us lose our sense of imagination as we grow up and how we can get it back by embracing curiosity and being open to mistakes. We also discuss how even the wildest brainstorming ideas can lead to real breakthroughs and role-play through a few examples to demonstrate that creativity isn't just for artists; it's something we can all tap into to spark fresh ideas. What You Will Learn in This Episode:
Internal psychology, not lack of talent, is often the biggest barrier to fresh thinking. Susan points to our shared cognitive biases, especially "negativity bias," as a prime culprit. This is the tendency for negative experiences or feedback to have a greater impact on our thoughts and behaviors than positive ones. In a group or brainstorming session, this bias often emerges as "yes, but" thinking. Someone suggests an idea, and the immediate response is to agree superficially while pointing out flaws, the "yes, but" that immediately follows. The thing is, though, if you're never willing to be wrong, you're never going to try anything different or imagine anything that doesn't exist, shooting down the impractical points right away can stifle the kind of out-of-the-box thinking needed for innovation. Transform Brainstorms into BreakthroughsSusan shares a solution in the form of her GPS methodology, which stands for Great Problem Solving. Here's how it works:
To truly innovate, sometimes you have to go wild on purpose. Susan's favorite technique is to ask everyone to suggest a solution so extreme they'd be fired if it were ever implemented. These over-the-top ideas get creative juices flowing and give psychological permission to break free from conventional limits. Once those "get fired" ideas are out there, use Susan's GPS (Great Problem Solving) method to extract their most intriguing or practical elements and rework them into real-world solutions. Susan recommends making a clear distinction between two modes in group innovation: divergence (generating many wild and varied ideas) and convergence (narrowing down and selecting the best options). By keeping these phases separate—and signaling to the group which mode you're in—you encourage participation and avoid shutting down ideas prematurely. Resources:
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! | |||
| Episode 354: Driving Change Through Tourism, with Bob Provost | 01 Nov 2023 | 01:01:41 | |
Since joining the New York State Tourism Industry Association (NYSTIA) as President & CEO in September of 2018, Bob has focused on NYSTIA's programming, marketing & data analytics, advocacy efforts, and destination stewardship strategies. He has enhanced member communications and collaborative initiatives, facilitated rebranding, and the restatement of vision and purpose for the organization. He worked hand-in-hand with tourism industry members across the state and leadership in Washington, DC, and Albany to coordinate response and recovery efforts during and following the pandemic. Post-pandemic initiatives include the creation of member task force teams on sustainability, workforce development, and higher education. Today, the New York State Tourism Industry Association (NYSTIA) is a nonprofit, member-driven organization at the vanguard of tourism destination stewardship and long-term strategic planning. Tourism is not a goal; it is a means to an end, states Bob. Tourism is a tool to power economic growth, job creation, small business success, community revitalization, increased local and state tax revenues, improved standard of living and quality of life, and pride of place. NYSTIAs membership includes the leadership of New York State County Tourism Promotion Agencies (TPAs), major urban and remote/rural Destination Marketing Organizations (DMOs), key executives from major attractions (e.g., LEGOLAND NY), museums (e.g., Baseball Hall of Fame, Corning Museum of Glass, Strong Museum of Play), resort hotels and major marketing firms from across the U.S and Canada. Born in Bayshore, Long Island, Bob Provost LOVES NY, vacationing everywhere from Boldt Castle in the Thousand Islands to New York City, Lake Placid to Corning, with stops everywhere in between. He resides with his wife, Pam, just outside Albany, NY, on a rural property in Rensselaer County. On this episode of Destination on the Left, I talk with Bob Provost, who shares why he sees the travel and tourism industry as a stimulant for change. We discuss transformational development, stewardship, and the importance of long-term strategic thinking for DMOs. Bob also shares how the New York State Tourism Industry Association is facilitating the discussion around best practices in DEI. What You Will Learn in this Episode:
In our conversation Bob emphasizes the role of tourism as a catalyst for change, transforming stagnant markets and revitalizing communities. He describes why their focus is not just on short-term goals but also on long-term strategic thinking, envisioning a future state and working collaboratively to achieve it. Through various projects such as building arenas, developing destination marketing organizations, and creating vibrant tourism assets like the National Museum of Play, communities experience lasting positive impact. Collaboration is at the heart of Bob Provost's approach and he describes how by bringing together diverse industry professionals, sharing expertise, and working towards a common vision, the association has been successful in implementing initiatives that have had a positive effect on the community as a whole. Stewardship and Long-Term ThinkingWe discuss the significance of stewardship in destination management and why DMOs have a . responsibility to preserve and enhance both natural and cultural resources, ensuring their sustainable use for future generations. Bob discusses the domino effect, and encourages leaders to exercise vision and work towards shared goals, aligning the interests of all stakeholders. Diversity, Equity, and InclusionRecognizing the importance of diversity within the tourism industry, the New York State Tourism Industry Association's focus has shifted to diversifying supply chains, reaching out to different demographic groups, and promoting diversity within communities and organizations. Bob discusses the well-received panel on Diversity in Action and describes how the association is facilitating the discussion, highlighting positive outcomes and signposting to best practices in DEI. Resources:
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| Episode 353: Maximizing Marketing Impact, with Jackie Dunfee | 25 Oct 2023 | 00:45:02 | |
Jackie Dunfee is a seasoned marketing and brand executive with over a decade of experience crafting groundbreaking marketing strategies for brands. Jackie believes in the transformative power of exploring new cultures and is passionate about elevating unique experiences near and far. As a Client Partner, Travel at VDX.tv, Jackie spearheads strategic partnerships with destinations, attractions, and parks, developing solutions to turbocharge engagement and drive visitation. Jackie was previously the Director of Marketing at Tourism Australia in North America. Jackie has lived in Italy and Australia, experienced over 30 countries across the globe, and is excitedly heading to Japan next. On this episode of Destination on the Left, I talk with Jackie about how to create video-driven experiences within your marketing to stand out from the crowd. Jackie also shares her experiences working with clients to create campaigns that fit all parts of the funnel. What You Will Learn in this Episode:
From her experience in the travel industry, particularly in working with clients, CVVs, DMOs, ski destinations, and resort destinations, Jackie shares invaluable insights about how to effectively market a destination. She emphasizes the importance of differentiation and creating a direct association for potential travelers when promoting a destination by showcasing visual content that resonates with prospective visitors, such as 360-degree videos, allowing viewers to explore the inside of a cruise ship or a cruise room. Jackie discusses why capturing attention and making a lasting impact in your destination marketing is essential. She digs into how to create engaging experiences and incorporate partner KPIs in video-driven campaigns, and why it's invaluable for travel brands looking to make a powerful impression on their target audiences. The Power of PartnershipJackie emphasizes the power of collaboration and partnerships in the travel industry. She shares how she finds points of connection and looks for win-win situations where each partner gets what they need. She mentions the concept of "coopetition," where competitors work together for a common goal, and how her company utilizes creative capabilities and data analysis to show relevant content to prospective visitors. This collaborative approach allows them to access platforms like Pluto TV and Samsung and leverage data partnerships to improve data quality. Jackie's perspective on collaboration in the travel industry showcases the importance of working together to achieve shared goals and deliver impactful experiences to travelers. The Personalized ExperienceThroughout the episode, Jackie stresses the importance of providing information at all stages of the consumer travel journey. Travelers constantly seek more information and want to feel confident in their choices. Jackie's team's commitment to delivering personalized experiences is so important in telling a destination story that resonates. Resources:
I am so excited to announce that my first book, Stronger Together: Building World-Changing Collaborations that Succeed, has been released! Help me celebrate this milestone and expand your knowledge about collaboration. Find out more information here: nicolemahoney.com We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/ | |||
| Episode 352: Influencer Marketing and Community Engagement, with Kevney Dugan | 18 Oct 2023 | 00:45:02 | |
Born and raised in Michigan, Kevney Dugan grew up playing any sport he could make time for. In the long run, trail running, mountain biking, and fly fishing were the sports that stuck. Fly fishing was the one that offered a working opportunity out of college and took him to Livingston, Montana; San Jose, California; Jackson, Wyoming; and eventually to Bend. Having the opportunity to be the President/CEO of Visit Bend is a dream come true. Rarely does one have the opportunity to take their passions and provide them on such a grand stage to such a wonderful community. On this episode of Destination on the Left, I talk with Kevney Dugan and discuss how Visit Bend is leveraging influencer marketing to help build awareness and encourage visitation during off-peak times. We also dig into how his team balances the visitors' needs with those of residents by concentrating on workforce development and prioritizing sustainability. What You Will Learn in this Episode:
Kevney joins us on the podcast to discuss the evolving landscape of consumer engagement and the power of trusted voices in marketing. We discuss why today's consumers are drawn to information from sources they trust, which means that strategies like influencer marketing are an important consideration for DMOs. He highlights that collaborating with influencers helps his team share the destination with target demographics. These influencers, using their authentic voices, share their experiences in Bend, leading to significant engagement and even influencing travel decisions based on their experiences. Creativity in the Face of ChallengesOur discussion sheds light on the importance of adaptability and creative problem-solving, in the wake of unprecedented challenges like those the travel industry faced in 2020. Kevney shares how challenges often spur creativity and innovation, and why, instead of dwelling on the negatives during tough times, it's crucial to use such moments as learning opportunities, aiming to emerge stronger. Workforce DevelopmentWe also talk about how Visit Bend is engaging middle school and high school-age students and helping them to think about travel and hospitality as a viable career path. He discusses how they hope it's going to help with the labor shortages they're currently seeing. Kevney emphasizes that workforce development is all about planting that seed early on and that this industry has some amazing opportunities. Resources:
I am so excited to announce that my first book, Stronger Together: Building World-Changing Collaborations that Succeed, has been released! Help me celebrate this milestone and expand your knowledge about collaboration. Find out more information here: nicolemahoney.com We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/ | |||
| Episode 351: The Fusion of Traditional and Digital Advertising, with Mike Skladony | 11 Oct 2023 | 00:38:47 | |
Episode 351: Mike Skladony serves as the general manager of the consumer services team at Semcasting. He oversees all travel, entertainment, tourism, higher education, and nonprofit clients. Mike's team of audience developers, account managers, and campaign managers work with clients hand in hand to develop audience solutions and win digital campaign strategies. Mike started his career with Semcasting in 2012, straight out of college and right into a role as Semcasting's first digital account executive.
On this episode of Destination on the Left, Mike Skladony and I discuss how to apply traditional advertising approaches to the digital landscape. We dig into the importance of first-party data and why it plays an important role in both marketing strategy and results. Mike also elaborates on why collaboration and data sharing are essential for successful marketing campaigns. What You Will Learn in this Episode:
Mike and I discuss how programmatic advertising can be a powerful tool for effectively targeting a specific audience and driving engagement. He highlights the importance of analyzing both behavioral and deterministic characteristics of the target audience to create highly targeted campaigns. By combining data from various sources, including mobile location history and offline deterministic data, advertisers can identify the right audience and deliver personalized ads. Although Mike cautions that while programmatic advertising may not always directly result in immediate conversions or sales, it plays a significant role in building brand awareness and influencing buying decisions. Data Sharing for Better OutcomesDuring our conversation, we also dived into collaboration and data sharing between companies and how it can improve marketing campaigns by providing a more comprehensive and accurate understanding of the target audience. When different companies come together and share their first-party data, it allows for a deeper level of insights and segmentation, leading to more precise targeting and messaging. By combining data from various sources, marketers can gain a holistic view of consumer behaviors and preferences, enabling them to create more personalized and effective campaigns. Sharing data can help optimize media spend by identifying overlap and avoiding duplication in targeting efforts. As we almost always find when talking to our guests on the podcast, we heard from Mike that collaboration and data sharing foster a collaborative ecosystem where companies can leverage each other's strengths and resources to achieve better marketing outcomes. Resources:
I am so excited to announce that my first book, Stronger Together: Building World-Changing Collaborations that Succeed, has been released! Help me celebrate this milestone and expand your knowledge about collaboration. Find out more information here: nicolemahoney.com We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/ | |||
| Episode 350: Empowering Independent Hotels, with Jennifer Barnwell | 04 Oct 2023 | 00:49:40 | |
Episode 350: Jennifer Barnwell is President of Curator Hotel & Resort Collection. Launched in November 2020, Curator provides lifestyle hotels the power to compete together while allowing its members the freedom to retain what makes their hotels unique. Before moving over to Curator, Barnwell was Senior Vice President of Asset Management of Pebblebrook Hotel Trust, a leading real estate investment trust, which was formed and went public in late 2009. She oversaw hotels on the West Coast in San Francisco and Los Angeles and had a team of three Asset Managers reporting to her. Prior to joining Pebblebrook Hotel Trust, Barnwell was Senior Vice President of Peninsula Real Estate LLC, a private real estate investment fund based in New York. While at Peninsula Real Estate LLC, she was involved in all aspects of the fund, including formation, acquisitions, and asset management. Previously, Barnwell was Vice President of Tishman Hotel & Realty LP, where she was involved in Tishman Hotel & Realty's many activities, including acquisitions, management, asset management, development, and brokerage. Jennifer holds a B.S. from The School of Hotel Administration of Cornell University, graduating with Distinction. Barnwell currently serves on the Board of the Boutique Lifestyle Leaders Association (BLLA). On this episode of Destination on the Left, I talk with Jennifer Barnwell about the Curator Hotel and Resort Collection, a new idea that was launched in 2020 to serve independent hotels. We discuss how to amplify smaller brands and the creation of curated experiences that are bookable, memorable, and unique. What You Will Learn in this Episode:
Through collaboration, independent hotels can pool their knowledge, experiences, and resources, allowing them to compete more effectively with larger chain hotels. Jennifer shares how this sense of togetherness helps to level the playing field and fosters a strong support system within the industry. By embracing coopetition, independent hotels can find common ground and work towards collective growth, while still maintaining their unique qualities and identities. Through collaboration, they can also offer a huge range of offerings and amenities that cater to different preferences and interests to enhance the overall guest experience. Authenticity and HonestyJennifer emphasizes the importance of open communication, transparency, and collaboration in building successful partnerships. Through collaboration, independent hotels can amplify their brands, attract more guests, and create a sense of place that sets them apart in the industry. Unique ExperiencesBy collaborating with independent hotels, Curator can curate and showcase experiences that are truly one-of-a-kind to make their guests' experiences even better. These experiences can range from local culinary adventures, immersive cultural activities, vibrant art exhibits, and outdoor adventures. They help provide guests with memorable and authentic moments that really can't be replicated elsewhere, making sure that every stay within the Curator network is a fabulous experience. Resources:
I am so excited to announce that my first book, Stronger Together: Building World-Changing Collaborations that Succeed, has been released! Help me celebrate this milestone and expand your knowledge about collaboration. Find out more information here: nicolemahoney.com We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/ | |||
| Episode 349: Exploring Offbeat Travel Experiences, with Ariel Azoff | 27 Sep 2023 | 00:39:26 | |
Episode 349: Ariel Azoff is the Executive Director of Tourism and Brand Partnerships at Atlas Obscura, a media and experiences company dedicated to sharing the world's hidden wonders. Ariel's work has spanned media, tourism, social enterprise, sustainable fashion, government, and international development. She joined Atlas Obscura in 2017 to head up the company's DMO campaigns, bringing her professional media experience and personal passion for travel and sustainability to the role. An assimilated Brooklynite, Ariel is also a certified NYC Sightseeing Guide and, in her spare time, designs and leads women's history tours of the city. On this episode of Destination on the Left, I talk with Ariel Azoff about how off-the-beaten-track destinations have fueled the growth of Atlas Obscura into a global digital media company. We talk about identifying destinations that spark curiosity and wonder, and Ariel shares more about some of the out-of-the-ordinary collaborations with destinations they are enjoying right now. What You Will Learn in this Episode:
One example of Atlas Obscura's creative and collaborative partnerships is their collaboration with Missouri Tourism to write a feature article about the haunted Missouri State Penitentiary. This partnership perfectly shows off the adventurous spirit and unique storytelling approach of Atlas Obscura. By working closely with Missouri Tourism, Atlas Obscura was able to tap into the local expertise and deep knowledge of the destination, ensuring an authentic and compelling narrative. Together, they crafted an article that delves into the chilling history and paranormal legends surrounding the destination, providing readers with a glimpse into the eerie and mysterious side of the state. This collaboration not only highlights the significance of Atlas Obscura's dedication to showcasing offbeat destinations but also emphasizes their commitment to working hand-in-hand with destination experts to bring these hidden gems to light. By merging their expertise and resources, Atlas Obscura and Missouri Tourism were able to create a compelling feature that entices travelers to explore the haunted corridors of this historic penitentiary and experience the spine-tingling allure of Missouri's darker side. Evolving and Expanding the OfferingAriel shares how as Atlas Obscura's popularity grew, so did their ambition to expand their offerings. They recognized the need to provide more immersive and interactive experiences for their community of curious travelers and explorers. This led to the creation of unique experiences, such as visiting the iconic Times Square ball or having a firsthand encounter with wolves at a bar. These experiences allowed travelers to engage with their surroundings in unexpected and memorable ways, further capturing the spirit of discovery that Atlas Obscura is known for. Edu-tainmentIntegrating destination marketing into mainstream entertainment has numerous benefits for both destinations and the entertainment industry. By weaving travel experiences and unique destinations into television shows, movies, podcasts, or even fictional narratives, audiences are transported to these unusual locations and it not only sparks curiosity in viewers, but also offers destinations the opportunity to showcase their hidden gems to a wider audience. In turn, the entertainment industry gains access to a fresh and unique angle for their content. Resources:
I am so excited to announce that my first book, Stronger Together: Building World-Changing Collaborations that Succeed, has been released! Help me celebrate this milestone and expand your knowledge about collaboration. Find out more information here: nicolemahoney.com We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/ | |||
| Episode 348: Empowering Girls, Building Dreams: The Journey of Girls Run Period and Sustainable Tourism, with Susan Namulindwa | 20 Sep 2023 | 00:36:45 | |
Episode 348: Susan Namulindwa is the founding Director of Girls Run Period, an organization focused on Advocacy for ending Period poverty and women's rights. She is the Founder and Executive Director of Maama Watali and Africa Trade Desk and the Vice President Canada with the Canada-Africa Chamber of Business. Susan has long standing expertise in policy, partnerships, strategy, outreach, and communications, as well as an experienced fundraiser, presenter, and trainer. She is an advocate for the use of inclusive trade to lift communities out of poverty. Susan is very involved in her community in Canada and Africa and the broader International African Diaspora through various community development initiatives on gender equality, environment, connectivity, food security, diversity, and inclusion. She is passionate about women and girls' leadership, well-being, and development. On this episode of Destination on the Left, Susan Namulindwa dives into her passion for creating trade and business opportunities for Africa and why aid without a relationship is ineffective. She shares why and how she started Girls Run Period, which is focused on ending period poverty in Africa, and how that led her to build world-changing collaborations. What You Will Learn in this Episode:
Susan shares her passion for creating trade and business opportunities for Africa and discusses how Girls Run Period aims to end period poverty through running events. She talks more about how she came up with the idea for creating an event that would get women excited about participating in a marathon in the Rift Valley and how her own enthusiasm for running led her to link the cause of empowering girls and women in Africa with funding local businesses to provide sanitary wear so girls don't miss out on crucial years of education. World Changing CollaborationsSusan shares why collaboration lies at the heart of Girls Run Period's success. Through partnerships with running clubs, athletic organizations, schools, and health professionals, the program is able to create a network of support that extends beyond running. This collaborative approach ensures that girls receive not only the necessary supplies but also mentorship, health services, and educational opportunities. By working together, Girls Run Period is able to maximize its impact and create lasting change in the communities it serves. Promoting Sustainable TourismGirls Run Period combines two powerful forces – running and tourism – to create a positive impact. Participants not only get to run in iconic destinations like Kenya's Rift Valley but also support the cause by paying fees and donations. This unique approach promotes sustainable tourism and helps generate funds for the initiative's important work. Susan discusses trade over aid, and why she is a strong advocate for trade partnerships that benefit both Africa and its global partners. By supporting local entrepreneurs who produce reusable sanitary pads, Girls Run Period empowers girls and women while contributing to environmental sustainability. This approach aligns with the sustainable development goals and showcases the trade and business opportunities available in Africa. Resources:
I have exciting news! I'm publishing my first book, Stronger Together: Building World-Changing Collaborations that Succeed. I'd love for you to join my very first book launch team to help me reach my goal of 50 Amazon reviews in the month of September. Go here to join: https://nicolemahoney.com/#join! We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/ | |||
| Destinations International Annual Convention 02 | 13 Sep 2023 | 01:25:03 | |
Episode 347: This week is the second in our two-part series coming to you from the Destinations International annual convention in Dallas, Texas. I have seven inspirational guests with me to share more about what has helped them be successful in the destination marketing industry and what advice they have for future tourism industry leaders. I also asked each of them to describe the convention in just one word — I think you'll be fascinated by their answers.
My inspirational guests share their thoughts on why connecting with others in the travel and tourism industry is an invaluable part of their professional development. They also share what the word partnership means to them and dive into the importance of collaboration in destination marketing. Joe Marinelli: President of Visit SavannahJoe shares how he would describe the travel and tourism industry to a future tourism professional as a versatile option. He highlights some of the roles you can do, some of the routes your career can take you, and how you can do the job anywhere you want in whatever capacity in smaller towns, in New York City, or even internationally. Julie Gilbert: President & CEO for Destination Door CountyWe discuss how Destinations International has helped Julie move forward in her career with a community-shared values focus. Julie explains how the annual convention allows travel and tourism professionals to come together to discuss what's happening in the industry, what's trending, best practices, and how to better communicate with your community, stakeholders, and municipalities. Kalene Griffith: President & CEO of Visit BentonvilleKalene dives into what the word partnership means to her — particularly how DMOs can act as leaders in our communities and work with others to become experts in a wide range of niches. Our partnerships are how we work together as a group, how we work with other travel and tourism professionals to extend our knowledge base, and the ways we serve our community. Leonard Hoops: President & CEO of Visit IndyWe dig into why Leonard chose collaboration as his Destinations International event keyword. Travel and tourism professionals collaborate on ideas and strategies to address issues and make new relationships that go well beyond business-to-business relationships. He shares some of the lifelong friendships he's made through the conference and how they have provided value to his professional and personal life. Paige Shepherd: Director of Tourism for the Chickasaw Nation Division of CommercePaige shares more about her vast rural destination and elaborates on how events like Destinations International helps her be a better travel marketer by allowing her to build authentic connections with others in the industry. She also shares what partnership means in the context of the Chickasaw Nation and why the success of the communities is the success of the tribe and the destination. Paul Nursey: CEO of Destination Greater VictoriaPartnership, to Paul, goes deeper than a transaction, and he shares why it needs to be founded on some principles of understanding the core objectives that you each have and discovering the potential synergy to build a solid foundation for a long-term partnership. He highlights the importance of taking the time upfront, doing your due diligence, being thoughtful, and not rushing into partnerships but ensuring that the collaboration is mutually beneficial. Ron Price: President & CEO of Visit PhoenixRon and I dive into the importance of building a shared vision, as well as shared values, with the community and its leaders in your destinations. He shares how he communicates with stakeholders in his location to ensure the DMO can collaborate effectively to serve both visitors and locals. He discusses how travel and tourism professionals can fulfill their role as community architects and work collaboratively to find that common ground to move a project forward. I just loved diving deep into the details of how events like the Destinations International Conference can move the needle on careers and professional development within the tourism industry. Our guests, all leaders in the tourism sector, shared invaluable insights on honing their skills, the essence of partnership, the significance of collaboration, and the family-like support of the Travel and Tourism community. I have exciting news! I'm publishing my first book, Stronger Together: Building World-Changing Collaborations that Succeed. I'd love for you to join my very first book launch team to help me reach my goal of 50 Amazon reviews in the month of September. Go here to join: https://nicolemahoney.com/#join! We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/ | |||
| Episode 346: Destinations International Annual Convention 01 | 06 Sep 2023 | 01:11:36 | |
Episode 346: This week on the show, we're enjoying another travel conference edition. Join us at Destinations International (DI) as we talk to a panel of distinguished guests from the tourism industry. With decades of combined experience, they delve into the world of careers and professional development in tourism. From the resilience of hospitality professionals to the importance of collaboration and partnerships, we want to share insights gained at DI.
Each guest answered five questions about the value of events like Destinations International and why coming together with others in the travel and tourism industry makes you a better tourism professional. They share what the word partnership means to them and share the importance of collaboration in their roles. Butch Spyridon: President & CEO of the Nashville Convention and Visitors CorporationOn the show, Butch discusses his 30 years of experience in the hospitality industry and highlights the resilience and hardworking nature of those in the travel and tourism niche. He also emphasizes the importance of creating bonds and friendships in one's career and establishing a network. Butch also shares why he believes that experiences we enjoy during travel can be more valuable than material possessions. Catherine Jenkins: Marketing & Communications Manager at Kent County Tourism CorpCatherine shares that attending the conference has made her a better professional by providing opportunities to learn from industry experts and peers. She emphasizes the importance of collaboration and partnerships in her success and how the travel and tourism communities provide support for her work. Overall, Catherine describes the DI conference as inspiring and exciting and a place that makes her feel ready to rejoin her colleagues in Kent County and start making plans for the future. Cheryl Kilday: President & CEO of Destination Myrtle BeachWe welcome Cheryl back to the show to share her thoughts on Destination International as a place to access data about the travel and tourism industry, talk to the people who developed it, and interact with that information to get a deeper, better understanding than just reading it off of an online article. Cheryl also emphasizes the importance of peer-to-peer connection and why building a network and developing relationships at the conference is so helpful. Darien Schaefer: President & CEO at Visit Pensacola, Inc.Darien dives into why partnership is critical to what we do in destination marketing. He talks about the value of working with peer organizations in your destination and elaborates on why it is key to our success to build as many partnerships as we can. Darien also shares that his words for Destinations International in 2023 are beneficial and important. Darryl Leggieri: President at Discover Saratoga-Saratoga Convention and Tourism BureauWe're always looking to give newcomers to the travel and tourism industry a helping hand, and Darryl shared the advice he would offer. He highlights the importance of the bonds and friendships you create over your career and why establishing your network is so important. Darryl explains why he describes his experience at Destinations International as engaging and why he loves catching up with colleagues on the conference floor. Gary Wheat: President and CEO at Visit MaconGary and I discuss the power of partnership. He describes how talking to and learning from his counterparts in the travel and tourism community with a shared understanding is therapeutic. As Gary shares his enthusiasm in creating a positive experience for travelers, his deep understanding of the travel and tourism industry is inspiring. Gary explains why his words for Destinations International in 2023 are friendship and validation. From the importance of networking and collaboration to the resilience and adaptability required in the face of challenges like the pandemic, these professionals share their insights and experiences. As they highlight the value of strong partnerships, continuous learning, and making a difference in their communities, it becomes clear that the tourism industry is not just about travel and hospitality—it's about forging connections, creating memorable experiences, and shaping the future of destinations. Stay tuned for the second part of our series, where we will continue to hear insights from travel experts at Destinations International. I have exciting news! I'm publishing my first book, Stronger Together: Building World-Changing Collaborations that Succeed. I'd love for you to join my very first book launch team to help me reach my goal of 50 Amazon reviews in the month of September. Go here to join: https://nicolemahoney.com/#join We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes: https://breaktheicemedia.com/rating-review/ | |||
| Episode 345: Shifting Towards Sustainability, with Rachel Brown | 30 Aug 2023 | 00:37:49 | |
Episode 345: Rachel Brown is the Executive Director of Visit Durango. In her role, she leads the team of tourism marketing and sustainability experts at the award-winning Destination Management & Marketing Organization (DMMO) for southwest Colorado's most visited region. Rachel has over ten years of experience in tourism marketing and has held director positions at Visit Fisherman's Wharf, San Francisco, and Visit Oakland. She has earned a Global Sustainable Tourism Council Certification, sits on the Board of Directors of the Colorado Tourism Office, and is the Chair of the Marketing Committee for the Colorado Tourism Office. Rachel has always had a passion for travel and tourism and has visited over 40 countries on six continents. On this episode of Destination on the Left, I talk with Rachel Brown about sustainable tourism and the ways that Visit Durango is supporting sustainability throughout the community. She shares why they created a new organizational structure and moved from being a Destination Marketing Organization to a Destination Marketing and Management Organization. What You Will Learn in this Episode:
Rachel shares how the shift to sustainable destination management has brought so many benefits to Durango. It has helped alleviate the negative impact of over-tourism, ensured the preservation of natural resources, and enhanced the local community's quality of life. By prioritizing sustainability, Durango has become a more desirable destination for socially and environmentally conscious travelers, attracting visitors who appreciate and support responsible tourism practices. Visit Durango also recognized the need to adopt a triple-bottom-line approach to sustainability, encompassing environmental, social, and economic factors. While DMOs have traditionally focused on the profit aspect, Visit Durango is committed to prioritizing environmental conservation, supporting local communities, and creating a balance between the three aspects. Shifting from Marketing to StewardshipRachel shares more about why Visit Durango launched the Care for Durango stewardship campaign to embrace sustainable destination management. This initiative aims to educate visitors and residents about responsible tourism practices and encourage them to actively participate in preserving Durango's natural beauty and cultural heritage. Creative PartnershipsWe also discuss how Visit Durango came to be included in the Colorado Historic Hot Springs Loop. Although they initially met with resistance, Visit Durango worked tirelessly to join the group of popular destinations, and their inclusion, along with other local hot springs, has resulted in increased collaboration and marketing opportunities for all. The inclusion in the Colorado Historic Hot Springs Loop showcases the stunning natural landscapes and the healing power of hot springs and highlights Durango as a must-visit destination in Southwest Colorado. Resources:Website: https://www.durango.org/ | |||
| 443. Helping Tourism Professionals Reach Gen Z Audiences, with Nathan Oyer | 03 Sep 2025 | 00:45:10 | |
On this episode of Destination on the Left, I talk with our summer intern, Nathan Oyer, who's about to head back to Binghamton University. In this episode, you'll hear a candid introduction with Nathan about his experiences as a TAP intern, then we'll dive right into the training session Nathan led for our team. He shares his insights and research on what makes Gen Z tick, from their love of authentic marketing to the language and wellness trends driving their travel decisions. What You Will Learn in This Episode:
To market effectively, it's essential to understand the context and experiences that have shaped each generation. Nathan outlined a generational roadmap, from Baby Boomers who value face-to-face connections, paper mail, and research-driven marketing—all the way to Gen Z, born between 1995 and 2009. Unlike previous generations, Gen Z grew up with technology at their fingertips. They're digital natives, expect user-friendly web interactions, and are famous for their short attention spans. Where Millennials (born 1980–1994) might be drawn to nostalgia and Instagram, Gen Z's heart belongs to TikTok, Snapchat, and real-time, less-curated microcontent. Slang to Improve StorytellingOne playful, but important, aspect discussed was slang. Gen Z's ever-evolving language isn't just about new words; it's a reflection of community, humor, and relatability. Nathan led the TAP team through some current favorites (like "NPC," and "no cap"), but did share a word of caution that slang is tricky territory for brands. Using slang can humanize a brand and make content pop, but if brands try too hard or use trends after their expiration date, they risk coming across as "cringe" (Gen Z's word, not ours). Wellness, Sustainability, and Social ResponsibilityWellness isn't just a trend for Gen Z, it's a lifestyle. They're proactive about their mental and physical health, seeking out travel experiences that contribute to self-care and well-being. When looking for ways to engage Gen Z travelers there are lots of opportunities around trips like spa retreats, vegan experiences and sustainable stays. To connect with Gen Z, brands have to blend strategy with sincerity: adopt the right language, stay up to date with trends, and continuously center authenticity and purpose. Resources:
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| Episode 344: Tackling Workforce Shortages: Solutions and Creative Ideas, with Liza Ochsendorf | 23 Aug 2023 | 00:46:57 | |
Episode 344: Liza Ochsendorf is the Director of Workforce Development for Warren County, NY. She oversees the county operations of WIOA Title programs in the Warren County Career Center and works closely with local and regional partners to address barriers to employment, such as child care, housing, transportation, skill deficits, etc. Her work addressing local industry needs has led to stronger private-public sector partnerships to problem-solve collaboratively for short and long-term solutions to workforce challenges. Her passion for workforce development and economic development is rooted in community collaboration, effective communication, and clear goals and desired outcomes for all stakeholders. Liza has 14 years of experience working in education in Washington, DC, where she oversaw Life Skills programs and was instrumental in implementing restorative practices to build community and improve student outcomes. Liza is a graduate of Syracuse University and resides in Glens Falls, where she serves on the Board of Directors for the Tri-County United Way, the Executive Board for the Saratoga-North Country Continuum of Care, the Park Theater Foundation Board of Directors, and is a member of Greater Capital Region Women United. On this Destination on the Left episode, I talk with Liza Ochsendorf, who shares her insights into managing the current workforce shortage. She highlights some of the creative ways that she is helping her community address workforce shortages and the ways she is helping hospitality businesses reach the youth population, improve retention, and help with training to feed the workforce pipeline in the hospitality industry. What You Will Learn in this Episode:
Liza highlights the long-term challenge of workforce shortages, which are not only a result of the pandemic but also due to factors such as the younger generation having fewer children than currently retiring baby boomers. Liza emphasizes that the common narrative suggesting people don't want to work isn't true, as the data shows that the labor participation rate has actually recovered and is currently at its highest point since January 2007. She explains that the pandemic has caused a shift in people's work preferences, with a greater desire for flexibility and hybrid work schedules. As a result, there has been a decrease in people working in public-facing industries and an increase in individuals starting their own businesses. Highlighting Your SkillsIn response to the workforce shortages in the hospitality and tourism industry, Liza shares various creative strategies implemented by Warren County. These strategies include hosting engaging high school job fairs and providing a hospitality training program. The program, known as PUSH, or "Pathways Up for Success and Hospitality," guarantees participants an interview with a local hospitality business. The county also puts time and resources into retention strategies, encouraging businesses to be great employers and providing opportunities for growth and advancement. AI and Automating JobsLiza also shares valuable insights on harnessing AI and automation to enhance workforce efficiency and highlights that while AI is not expected to replace jobs requiring human interaction, it can significantly contribute to filling roles where human contact is not essential. This opens up opportunities for streamlining tasks and improving efficiency across various industries. As businesses adapt to these new technologies, Liza encourages employers, particularly in the travel and tourism niche, to explore creative ways to leverage AI for increased productivity. Resources:
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/ | |||
| Episode 343: Bringing Seattle Weather to the Desert, with Tammy Blount-Canavan | 16 Aug 2023 | 00:42:49 | |
Episode 343: Tammy Blount-Canavan's career has spanned 30+ years and two countries, including executive leadership at Tourism Vancouver, CEO of the Tacoma Regional CVB, architect and inaugural Chair of the Washington Tourism Alliance, President and CEO of the Monterey County CVB, and now President and CEO of Visit Seattle. Tammy is a Past Chair of Destinations International. Tammy has been recognized as CEO of the Year, one of the 25 Most Influential People in the Meetings Industry, twice as one of the top 25 Most Influential Women in the Industry, Leadership Supplier of the Year in the Meetings Industry, Top 100 Most Inspirational Women in the Meetings Industry, CSUMBs School of Business 2018 Community Leader of the Year, won the Global Leadership Award from Destinations International and IMEX and in 2023 is being inducted into the Smart Women in Meetings Hall of Fame. In this episode of Destination on the Left, I talk with Tammy Blount-Canavan about some of Visit Seattle's ingenious campaigns, such as rain booths in Arizona and coffee shop takeovers, which embody the unique character of Seattle. She describes how the community built a city-wide selling strategy to expand the conventions market. Tammy also shares some of the community and wider partnerships they're involved in and how they help make the tourism industry successful. What You Will Learn in this Episode:
We spotlight the innovative approach to destination marketing taken by Visit Seattle this week. Rather than solely relying on traditional tactics like purchasing ads and attending trade shows, they put a unique spin on destination marketing by creating fun and memorable experiences at events that underscore their core values. Visit Seattle has a knack for adding creative twists to their campaigns; last summer, they introduced a 'rain booth' in California and Arizona. This structure sprinkled light rain, allowing people to experience Seattle's famous 'cozy season' amidst the summer heat. Participants could even create their own movie posters as though they were in Seattle, sparking conversations about the city's unique charm. In addition to these fresh marketing strategies, Visit Seattle capitalizes on the wealth of local celebrities and athletes who take pride in sharing the story of their city. Their ongoing "I Know a Place" campaign features local residents expressing their love for Seattle and its hidden gems. This not only highlights iconic locations but also unveils lesser-known aspects of the city. Exemplifying Core ValuesWe also discuss how Visit Seattle shares how their core values—innovation, creativity, and inclusivity— not only shape their city but also their marketing strategies. Inclusivity, for instance, is manifested through partnerships with Seattle Bank and Interventionalist, supporting traditionally underrepresented BIPOC-owned businesses. Sponsorships enable people to experience these businesses firsthand, with Visit Seattle highlighting them in their campaigns. This demonstrates a proactive approach to diversity, actively working with these businesses to tell their stories instead of merely stating the presence of diversity. Creativity is another cornerstone of Visit Seattle's approach. The city boasts the title of the glassblowing capital of the world, second only to Italy, and hosts an annual festival named Refract, a month-long celebration of local and renowned glass artists. Along with Refract, they organize Cloudbreak, focused on music, and Museum Month, both of which showcase Seattle's vibrant arts scene. Their third core value, innovation, is encapsulated in Seattle's identity as the birthplace of global tech giants like Microsoft and Amazon, retail powerhouse Costco, and numerous other innovative ventures. This value traces back to the World's Fair six decades ago that birthed the iconic Space Needle, highlighting the city's longstanding history of groundbreaking ideas. Their commitment to these values is exemplified in events like the recent Pride Parade, reinforcing that inclusivity in Seattle goes beyond words—it is deeply rooted in the population's values. Through these unique approaches, Visit Seattle is not just selling a destination but narrating an authentic story of a community that thrives on innovation, creativity, and inclusivity. Resources:
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| Episode 342: Bringing Your City's Past and Present to Life, with Kurt Krause | 09 Aug 2023 | 00:50:25 | |
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:
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 StoriesKurt 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:
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: Insights from Tap Dance Part 2, with Nicole Mahoney | 02 Aug 2023 | 00:28:31 | |
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.
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 TravelTimothy 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 ConnectionStacey 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 DivisionI 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 TourismMarlene 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: Insights from Tap Dance, with Nicole Mahoney | 26 Jul 2023 | 00:23:19 | |
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.
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 AssociationLori 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 MemorialWe 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 CheyenneJim 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 BureauI 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 VillageWe 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: A Destination Marketing Leader in DEI, with Santiago C. Corrada | 19 Jul 2023 | 00:45:00 | |
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 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 NarrativeIn 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 DEISantiago'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:
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: Getting Ready for the 2024 Solar Eclipse, with Debra Ross & Angela Speck | 12 Jul 2023 | 00:44:01 | |
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:
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 2024On 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:
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| Episode 337: Unlocking Success Through Effective Communication, with Danny Liedka | 05 Jul 2023 | 00:43:34 | |
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:
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 ExperiencesPeople 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 CollaborationWhen 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:
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| Episode 336: How to Access Travel Grants, with Lolita Jackmon | 28 Jun 2023 | 00:46:42 | |
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:
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 NetworkCollaboration 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 GrantAnother 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:
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| Episode 335: Revolutionizing Travel Healthcare, with Dana Le | 21 Jun 2023 | 00:33:22 | |
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:
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 HelpsDana 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. 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:
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| 442. Sacramento's Farm to Fork and Festival Revolution, with Mike Testa | 27 Aug 2025 | 00:34:27 | |
On this episode of Destination on the Left, Mike Testa, President & CEO of Visit Sacramento, describes how his destination has diversified their focus to include festivals and events, sports, leisure markets, and culinary. He explains how positioning themselves as America's Farm to Fork Capital has paid dividends, including booking a 10-year contract to host the Terra Madre Americas convention. Mike also discusses why tourism is not for tourists and how that plays into action through Visit Sacramento's work and community partnerships. What You Will Learn in This Episode:
When people think of top destinations in California, their minds often go straight to San Francisco, Los Angeles, San Diego, or Napa. Sacramento—the state's capital—rarely makes the "must-visit" short list. But as Mike Testa, President and CEO of Visit Sacramento, explains, that's exactly why his team has spent the last several years shaking up expectations and positioning Sacramento as a destination worthy of national and international attention. Mike's approach to make noise, drive results, and never be satisfied with the status quo. When the pandemic hit, instead of waiting it out, Visit Sacramento doubled down on innovation by diversifying its room night sources and investing heavily in outdoor events, festivals, sports, and especially its burgeoning culinary scene. The payoff has been nothing short of remarkable. America's Farm-to-Fork CapitalSacramento sits in the heart of fertile farmland, growing everything from sushi rice to 80% of the nation's caviar. But it wasn't until a local chef pointed out the city's unique agricultural advantage that Mike and his team realized: Sacramento had a rock-solid, authentic claim to the title America's Farm-to-Fork Capital. Visit Sacramento set out to build signature experiences, like the renowned 800-person Tower Bridge Dinner (a highlight that sells out in seconds), a Michelin Guide presence (Sacramento became only the fifth U.S. city to earn this distinction), and a thriving roster of food and wine festivals. Topping it all off, the city soon hosts the inaugural Terra Madre Americas, a massive international celebration of slow food previously held only in Italy, for which Sacramento was selected as the North American host in a 10-year deal. Putting Community FirstAt the heart of Visit Sacramento's strategy is a simple, resonant principle: "Tourism is not about the tourists. It's about improving the quality of life for the people who live here," Mike emphasizes. This community-first approach runs deep. It means demonstrating the value of tourism to local officials and residents not just through economic statistics, but by contributing to civic life and showing up for critical community projects, events, and diverse groups. Resources:
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| Episode 334: Why Niching Down is Critical, with Tom Casey | 14 Jun 2023 | 00:47:20 | |
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:
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 TeamTom 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 ToursThe 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:
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| Episode 333: Authentic Travel Marketing: Unveiling the Power of Multilayered Stories, with Tristen Norman | 07 Jun 2023 | 00:36:07 | |
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:
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 ContentDMOs 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 CreatorsWhen 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:
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| Episode 332: Leadership, Diversity, and Reshaping Perceptions, with Wes Rhea | 31 May 2023 | 00:50:20 | |
Wes Rhea is the CEO of Visit Stockton and has led destination marketing in Stockton, California, since 2005. A strong advocate of small destination marketing organizations, Wes is a past President of the Destination Marketing Association of the West. He has also served on the board of the California Travel Association, the Destination Marketing Association of the West Education and Research Foundation, and the Central Valley Tourism Association. Wes currently serves on US Travels Destinations Council, the Advocacy and Professional Development Committees at Destination International, and is the Rural Committee Chair at Visit California. Wes is best known for being an early adopter of new tourism tech and a big fan of data. A Stockton native, Wes is committed to giving back to his community and currently serves on the board of the Stockton Maritime Museum, the Greater Stockton Chamber of Commerce, and the Airport Advisory Commission. Wes is married to Kristi, has two sons, and served ten years in the US Army. On this episode of Destination on the Left, Wes Rhea shares his leadership philosophy and how it has empowered his team to adapt and thrive in any situation. We delve into the advantages of embracing technology and how incorporating video and graphic design services in-house has revolutionized their operations. Wes also provides insights on managing a destination with a negative perception, both internally and externally. He discusses the creative strategies his team employs to shift this perception, including leveraging Stockton's status as the most diverse city in the nation. What You Will Learn in this Episode:
Wes believes that his experience in the Army has dramatically influenced his leadership style and ability to lead his team effectively. He highlights two key aspects that he attributes to his military background: team development and the ability to work under pressure and adapt. This mindset has translated into his approach as a CEO, where he values and appreciates every individual's contribution to the team. Stockton FlavorfestInspired by Stockton's distinction as the most diverse city in the nation, Stockton Flavorfest was designed to celebrate the community's diversity through food, arts, and cultural activities. The festival prioritized curated vendors, sustainable practices, and a cohesive visual identity. With the seed funding, Visit Stockton was able to realize their vision, providing engaging entertainment such as Ballet Folklorico and Tahitian dancers, cooking demos, and free arts and crafts for children. The inaugural two-day event in 2022 surpassed expectations, attracting 12,000 attendees and earning Visit Stockton the prestigious Best New Festival award from the International Festival and Events Association. Overcoming Negative ImageVisit Stockton faces the ongoing challenge of combating the negative perception surrounding the city. Despite being the 11th largest city in California, Stockton is plagued by higher violent crime rates, leading to discouraging comments from residents. However, the team at Visit Stockton remains determined to change the narrative. They organize fun projects and initiatives, such as a campaign highlighting Stockton as the birthplace of the Fantastic Four. Although these efforts may not directly change people's opinions or attract tourists, they create a sense of pride among residents and offer a feel-good factor for the team. Despite the daily battle against negativity, Visit Stockton embraces a proactive approach, thinking outside the box and working as cheerleaders for the city, showcasing its hidden gems and fostering positive experiences for visitors and locals alike. Resources:
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| Episode 331: Unveiling the Power of PR: Standardization, Value, and Advocacy in the Travel Industry, with Claire Koenig | 24 May 2023 | 00:32:25 | |
On this episode of Destination on the Left, I talk with Claire Koenig about her role as Co-Chair of the Destinations International PR and Communications Committee. We discuss in detail the creation of the Public Relations Measurement Guidelines Handbook. Claire also shares the upcoming priorities of the Committee, including an update to the Crisis Handbook, work on reputational issues facing destinations, and how the Committee plans to help raise the comms profession up for destinations worldwide. What You Will Learn in this Episode:
In this episode of Destination on the Left, our guest Claire Koenig sheds light on PR for destinations and the need to move away from traditional metrics like Add Equivalency Value (AVE) and impressions. AVE measures the cost of buying an ad equivalent to the earned media coverage, but it fails to capture the true value and impact of earned media. We discuss why the value of being featured in prestigious publications like The New York Times or National Geographic Travel and Leisure goes beyond a monetary value, as it validates a destination and can have far-reaching benefits, such as attracting conventions and visitors. Tailoring Measurement PracticesClaire also dives into the Barcelona Principles and how they offer a scoring system that allows destinations to tailor their measurement practices while creating uniformity across the industry. The Barcelona Principles encourage destinations to evaluate their earned media efforts using a scoring system. This involves breaking down the evaluation into different buckets and assessing factors such as the targeted markets reached, key messages conveyed the nature of the media placement, and the prominence of the destination within the coverage. By calculating scores for these various elements, destinations can derive an overall vertical score demonstrating how their reputation is elevated through earned media generated by their tourism bureau. While measuring the impact of earned media on reputation is challenging due to its wide-ranging effects, the scoring system provides tangible numbers and enhances transparency in the PR and media relations process. One significant benefit of adopting a scoring system, such as the one outlined in the Destination International Public Relations Measurement Guidelines Handbook. is that it allows PR professionals and DMOs to illustrate the value they bring. Current Projects for the Destinations International PR and Communications CommitteeClaire also highlights the importance of standardizing job descriptions and advocating for salary transparency in the field of travel and hospitality PR. By organizing job descriptions based on the budget size and creating standardized templates, managers and directors can effectively hire the right talent for their teams. Resources:
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| Episode 330: Collaborating for Community: Mayor Carlos Duffey and Ike English Discuss the Creeks Trail System in Jackson, Georgia | 17 May 2023 | 00:29:04 | |
On this episode of Destination on the Left, I talk with two amazing guests, Mayor Carlos Duffey of Jackson, Georgia, and Ike English of the Dauset Trails Nature Center, both of whom played a pivotal role in the Creeks Trail System and Butts County's recent recognition with the Trailblazers Award from the Georgia CVB Association. We focus on their collaborative efforts, its positive impact on the city of Jackson, and the significance of having the right individuals involved in creating such transformative projects. What You Will Learn in this Episode:
Mayor Carlos describes how he envisioned connecting every part of Jackson back to the town square to bring visitors and residents alike to sample the town's restaurants, cafes, and boutiques. He shares how they can benefit from the economic impact of the trail and why the city is working with local transportation services to add new roundabouts and bike lanes that will provide safe access to the Trailhead. 2022 Trailblazer AwardIke shares more about some of the roadblocks they hit and challenges they encountered when they first started building the trails, including convincing local landowners and residents who were less than enthusiastic about the project. The pair share more details about their four trailheads, what kind of people are using the trails, and why their unique project won the 2022 Trailblazer Award. Mayor Carlos and Ike also dive into how they track numbers of trail users and why it's essential for them to understand how they are being used so they can make plans for how to expand the network. The Outdoor Capital of GeorgiaJackson is considered the outdoor capital of Georgia, thanks to its two state parks and the Dauset Trail. The city takes great pride in this title and wants to make the most of it by encouraging people to walk or bike rather than drive. My guests share why the trails have been vital in promoting this vision, and the city is excited to see the enthusiasm around it. The younger generation is a particular focus, and the city hopes to introduce more children to the trails to develop their love for nature. The Dauset Trail already does an excellent job of engaging students, but the city wants to expand the outreach and make it a part of its future. Resources:
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| Episode 329: Turning a Food Tour into a Tourism Experience, with Bonnie Hayes and Debra Smith | 10 May 2023 | 00:38:47 | |
Bonnie Hayes is the Director for Tourism Development for the City of Thomasville, a position she has held for seven years and thoroughly enjoys. Before working for the City, Bonnie was teaching Video Broadcast in the Thomasville School System as well as being the on-air host of Thomasville Today, a local event-focused TV program. Many people recognize her from the TV program or remember her holding puppies and other animals in her pet store, Pet Stop, which she opened when she arrived in Thomasville. A graduate of Florida State University, Bonnie is originally from the Florida panhandle but has called Thomasville home for over 25 years. When she has time, she works in her yard, takes care of her many pets, or travels with her husband and college-age twins. Debra Smith is a retired teacher who taught in the Thomasville School System for 30 years. She retired at age 51, and after growing bored sitting at home, she knew she needed to do something. Debra decided to investigate food tours, and she went to Food Tour Pros in Chicago to learn how to do food tours. Her first tour was on March 24, 2013. As of today, Debra has hosted 1469 tours and 11800+ guests. Her company was named Small Business of the Year in 2018 and GA CVCB Travel Trail Blazers in 2022. Debra gives credit to her wonderful guides, who she couldn't do this business without, and she notes that she has the best team! On this episode of Destination on the Left, I talk with Bonnie Hayes and Debra Smith about the power of collaboration between a tourism office and a local tour operator. We discuss the partnership between their two organizations, how they support each other, and how this collaboration led to an elevated visitor experience. What You Will Learn in this Episode:
In the world of tourism, personal connections, collaborations, and partnerships are key to success. This is especially true for the tour industry, where visitors are looking for a unique and memorable experience. Debra, who has been running her Taste of Thomasville tour for ten years, understands this better than anyone. Bonnie Hayes, Director for Tourism Development for the City of Thomasville, also shares more about how her organization created a collaboration with Debra and how their partnership has evolved over the years. An Innovative Tourism ExperienceDebra and Bonnie have continued to shape the restaurant tour into a tourism product that appeals to a range of visitors. This meant creating not only a daytime tour on weekends but also an evening tour where guests could have drinks in a range of fun establishments. But their creativity didn't stop there. When large groups come into town for events like the Victorian Christmas festival, Debra also curates specific experiences to entertain visitors during the day. For her outstanding contributions to the tourism industry, Debra won the Trailblazer Award, which celebrates individuals who have significantly impacted the travel industry and helped shape how we experience new places. Debra's dedication and creativity have undoubtedly earned her this recognition. The Future for Taste of ThomasvilleAs the popularity of the food tour in Thomasville continues to grow, there are always new ideas and possibilities for expanding the experience. One such idea that has been on the mind of Debra and Bonnie is to incorporate more of the town's art district, also known as the "bottom," into the tour. This area has some great restaurants currently not included in the tour's walking path, so the hope is to eventually create a third tour called "Breakfast on the Bottom," which would showcase these establishments. In addition to expanding the tour for adults, there are plans to continue offering tours geared toward children and high school students. The children's tour has become particularly popular, with many elementary and middle schools taking field trips to participate. Meanwhile, the culinary tour for high school students allows them to learn from the owners and managers of local restaurants and get a behind-the-scenes look at the culinary industry. Resources:
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| Episode 328: Navigating the Visitor Economy, with Josiah Brown | 03 May 2023 | 00:51:36 | |
Josiah Brown's mission in life is to "Inspire people forward." After traveling 750,000+ miles promoting New York State as a travel destination and the industry that supports it, the New York Sherpa has a few stories to tell… On this episode of Destination on the Left, I talk with Josiah Brown about the trends and challenges facing the tourism industry in a post-COVID visitor economy. Josiah shares his philosophy on effective destination marketing, building quality of place, and the importance of the visitor economy in economic development. We also highlight the importance of metrics, staying relevant in the digital space, and tourism's value as a catalyst for economic growth. What You Will Learn in this Episode:
On the podcast with Josiah, we explore the state of the visitor economy and how it has been affected by recent events. We discuss the challenges faced by rural communities who struggle with viewing tourism as an asset, the need for strategic communication around the visitor economy, and how the industry may fare in the coming years. One key challenge highlighted is the negative perception some rural communities have of tourism. Many residents view visitors as a threat to their way of life and don't understand the benefits that tourism can bring, such as fresh capital, investment, jobs, and increased quality of place. Josiah also discusses the importance of educating locals on the positive effects of tourism and demonstrating how visitors can help the community in many ways. Strategic CommunicationAnother key theme is the need for strategic communication around the visitor economy. Josiah notes that so many people, particularly in rural communities, do not understand the workforce challenges of the future, the sustainability of their communities, or the success of a post-agricultural or post-industrial community, all of which rely on the visitor economy. Josiah advocates for the seven pillars of destination management to promote the importance of tourism in economic development, which include strategies such as branding, marketing, sales, education, and a community calendar. The Potential of TourismFinally, we explore the potential of the tourism industry in the coming years. While many industries may suffer from a recession, Josiah predicts that the tourism industry may not fare as badly because people are eager to travel again. He notes that there has been a wave of pent-up consumerism in the industry, with people valuing travel experiences more than before — which is why it's so important to stay in the marketplace and bolster your brand's visibility to ensure success in a post-COVID visitor economy. Resources:
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| Episode 327: Collaboration as a Business Strategy: Insights from Industry Leaders, with Susan Baier | 26 Apr 2023 | 00:43:48 | |
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. On this episode of Destination on the Left, I talk with Susan Baier, my research partner in our latest research study on my favorite subject of collaboration. We share the insights uncovered about how to operationalize collaboration and why we were keen to understand all the ways that tourism, hospitality businesses, and DMOs are creating successful partnerships. What You Will Learn in this Episode:
Destination marketers understand the importance of collaboration as a strategy to achieve their goals. In our recent survey on attitudes towards building collaboration into internal systems, three distinct segments emerged. The first group, prudent planners, believe in a formalized collaboration process that includes clearly defined goals, financial objectives, and communication channels. They emphasize the need for a contingency plan to address unforeseen circumstances and advocate for a designated person to manage collaborations. For prudent planners, collaboration is a process-oriented activity that requires a well-structured framework. The second group of destination marketers is called enterprisers, and they are characterized by their love for collaboration. They are open-minded about the collaboration process and believe in allowing adjustments to happen organically. Enterprisers view collaborations as a competitive advantage and do not limit themselves to collaborating within the travel and tourism industry only but also with organizations outside the industry. The third group, the selective spectators, are less proactive when it comes to collaborations. They only collaborate with organizations they have some connection with, and they take a reactive approach, waiting for others to offer collaboration opportunities. Selective spectators are less confident about their collaboration process and do not see the need for collaborators to share the same values. Understanding these distinct segments is crucial for destination marketers to tailor their collaboration strategies for the best results. Traits of a Collaborative MindsetThe survey found that most respondents plan to increase the number of collaborations they're involved in. The study identified communication, open-mindedness, flexibility, active listening, and being a team player as factors that contribute to a collaborative mindset. Our study encourages destination marketers to think more intentionally about collaboration and identify the pieces of their process they follow when collaborating. Resources:
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| Episode 326: Legacy Travel — a Fresh Perspective, with Rick Antonson | 19 Apr 2023 | 00:42:20 | |
Travel writer and historian Rick Antonson has traveled on trains through twenty-eight He and his two sons, Brent and Sean, circumnavigated the Northern Hemisphere by train over the course of five trips, traveling through countries as varied as Belarus, Mongolia, and North Korea. Rick and his wife, Janice, became engaged on a train in Alabama en route to New Orleans. Rick is the former president and CEO of Tourism Vancouver (now Destination Vancouver). He served as chair of the board for Destinations International, based in Bangkok, Thailand. He was vice president of Rocky Mountaineer during its start-up years in the early 1990s. Train Beyond the Mountains is his fifth travel narrative. On this episode of Destination on the Left, Rick Antonson shares why he wrote his latest book, Train Beyond the Mountains, and the fresh perspective traveling with his 10-year-old grandson gave him. We also talk about intergenerational or legacy travel and why this market segment may be an overlooked opportunity for destination marketing organizations. What You Will Learn in this Episode:
Rick Antonson shares the story behind his new book, Train Beyond the Mountains, which documents his two-week trip with his grandson in the Canadian Rockies. The pair traveled on the Rocky Mountaineer train, and Rick shares why being on the train with his grandson sparked a lot of reflection. He realized that traveling with a child allows you to see the world through a different lens. The Joy of TravelRick talks about the importance of travel writing in motivating and inspiring people to actually go and visit destinations. He shares some experiences from his travels, including a touching moment with his grandson on a train journey and a missed opportunity to learn the story of a fellow traveler. He reflects on the Buddhist idea that we often assume we have more time than we do, and how COVID-19 has taught us never to take travel for granted. As a destination marketer, he encourages inviting people to experience new places and meet people who are different from themselves. Legacy TravelOn the show, Rick also talks about the market opportunity of legacy travel. As each generation ages, there is a ticking legacy clock in the back of their mind, and leaving memories behind for their family becomes important. We dive into how destinations can better identify and market to legacy travelers, accommodate their needs, and ensure that activities are enjoyable and informative for all ages. Resources:
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| Episode 325: Exploring the World of Culinary and Agri-Tourism, with Rebecca Mackenzie | 12 Apr 2023 | 00:52:28 | |
Passionate about the interconnection between food, agriculture, tourism, arts, and culture, Rebecca has been instrumental in developing tourism products, including Prince Edward County's award-winning Taste Trail & Arts Trail and the Culinary Tourism Alliance's Feast On® certification program. In her role at the Culinary Tourism Alliance (CTA), Rebecca manages highly participatory and asset-based community development projects at the local, regional, provincial, and national levels. She oversees programming, partnership development and develops comprehensive marketing partnerships to increase awareness of Canada's food tourism experiences. Rebecca contributes her expertise to a variety of industry boards, including the Tourism Industry Association of Ontario (TIAO) and the United Nations World Tourism Organization's (UNWTO) Sustainable Development Goals Working Group. She has written the curriculum for Centennial Colleges Food Tourism Post Graduate Program, contributed chapters to the 2nd UNWTO Global Report on Gastronomic Tourism, and produced a chapter on Transforming the Terroir into a Tourist Destination to the Routledge Handbook of Gastronomic Tourism (release date of fall 2019). Rebecca completed a Master of Arts in Global Leadership at Royal Roads University in 2021 with a specific interest in sustainable tourism. She is a part-time professor at George Brown College in their Food Tourism Entrepreneurship program. Born and raised in Toronto, Rebecca spent her summers in rural Prince Edward County. In her grade 12 year, she sailed with West Island Colleges Class Afloat on a 156-foot-tall ship to 20 countries in Europe and Africa – an experience that rooted her passion for travel, adventure, and taste of place! Rebecca continues to split her time between Toronto (week) and Prince Edward County (weekends), sharing her adventures with her husband, two teenage sons, and silver labrador Blueberry. On this episode of Destination on the Left, I talk with Rebecca Mackenzie, the President and CEO of Culinary Tourism Alliance. In this enlightening conversation, Rebecca provides insightful definitions for culinary tourism and agri-tourism and shares her expertise on building partnerships and programs that are sustainable and beneficial for all involved.
In this episode, Rebecca Mackenzie, the President and CEO of Culinary Tourism Alliance, dives deep into the world of culinary and agri-tourism. Mackenzie shares her insights on how destinations can truly stand out by defining their unique selling proposition and sharing the stories of the people who grow, raise and craft their tastes of place. As Mackenzie explains, the reality is that no two ingredients are quite the same, and the way they are processed or celebrated reflects the culture of that place. Successful culinary and agri-tourism programs are grassroots-driven, and business operators must fully understand and own their unique taste of place to collaborate and showcase it to visitors. By executing excellent multi-sensory experiences, destinations can leave lifelong impressions with visitors, ultimately keeping them competitive in a rapidly growing industry. So tune in to learn more about how to make your culinary and agri-tourism program outstanding in your field. History, Heritage, and CultureRebecca explains that culinary tourism includes any travel experience where a person can learn about and consume food and drink that reflects a place's history, heritage, and culture. While agritourism is primarily focused on the production side of food and beverage, culinary tourism goes a step further by providing visitors with an opportunity to taste the products grown and raised in the area. This immersive experience allows visitors to understand the nuances of grape growing, production processes, and the people involved in the destination. From visiting farmers' markets and specialty food retailers to attending cooking schools and festivals, there are numerous ways to experience the taste of the place. Maple in the CountyWe also discuss the development of the Maple in the County event over 20 years ago in Prince Edward County, Canada. The event brought together five maple syrup producers under one brand, encouraging local businesses to create maple-themed products and experiences. The first year saw almost 100 businesses participate, leading to increased tourism and visitors spending longer in the area. Resources:
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| 441. The Story Behind Hands Up Holidays' Ethical Family Adventures, with Christopher Hill | 20 Aug 2025 | 00:35:06 | |
On this episode of Destination on the Left, I talk with Christopher Hill, Founder of Hands Up Holidays. Christopher takes us inside his journey from a career in finance to launching a travel company focused on eco-luxury family volunteer vacations. In our conversation, Christopher shares the story behind Hands Up Holidays, and we discuss the company's focus on family and ethical travel with a holistic approach that ensures each journey leaves a positive impact on local communities and their visitors. What You Will Learn in This Episode:
Launching Hands Up Holidays wasn't a matter of spinning up a website and sending travelers abroad. Christopher spent two years building relationships with communities worldwide. He sought firsthand knowledge—not just through professional networks, but by traveling, listening, and consulting directly with prospective partners. His approach was, and still is, to ask communities what they need, ensuring that volunteer efforts are genuinely beneficial and welcomed. Luxury, Family Focus, and Holistic SustainabilityChristopher identifies three powerful differentiators that have contributed to Hands Up Holidays' success:
Collaboration—with communities, nonprofits, destination management companies (DMCs), and even other travel agencies—is central to Hands Up Holidays' success. Christopher shares examples from major partnerships, like working with TOMS Shoes and a skateboard company to create impactful experiences in South Africa. The key ingredient for successful collaborations is shared values, and Christopher highlights that the most fruitful partnerships arise from aligned missions. Resources:
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| Episode 324: Discovering Georgia's Tourism Highlights: Insights from the Georgia CVBS Conference, with Nicole Mahoney | 05 Apr 2023 | 00:39:06 | |
Break the Ice Media team members Rhonda Cardenas and Brittany Lynn attended the Georgia CVB annual conference and discovered a wealth of inspirational stories and ideas that the state has to offer. With a positive momentum coming off of a strong 2022, there is a lot of optimism for a bright future in Georgia tourism. The state's beautiful outdoors continues to attract visitors, with state parks seeing large numbers of visitors and new apps featuring outdoor experiences like canoe and kayak trails. The conference attendees described the event as exciting, innovative, collaborative, and like a family, making it clear that Georgia's tourism industry is evolving and staying relevant in a changing world. In this episode, you'll hear from seven Georgia tourism leaders:
Collaboration and Learning The Annual Conference organized by GACVB offers an excellent chance for professionals in the tourism industry to upgrade their knowledge of destination marketing and management. At this conference, industry suppliers, travel and hospitality affiliates, and tourism professionals come together to discuss successes and explore solutions related to the travel and tourism industry. It is a fun and informative event that offers ample opportunities for collaboration and learning with like-minded professionals across the state. Joe Marinelli – President, Visit Savannah Joe shares one of the many successful partnerships that his organization has fostered in Savannah. He explains how they work closely with the leadership of the Savannah/Hilton Head International Airport and formed an Air Service Task Force made up of representatives from the airport, Visit Savannah, and Hilton Head to attract new air service to the region. By working together, they have brought in new airlines and expanded the number of destinations the airport serves. Kat Hoyt – Visitor Center President, Discover Darien Kat shares why it's about more than just visiting attractions, but getting outside and enjoying Georgia's beautiful natural spaces. Whether it's hiking through the mountains or paddling down a river, visitors are increasingly interested in connecting with nature and exploring the outdoors. Kat also describes the potential she sees in the use of technology to enhance the visitor experience. For example, the riverkeepers are developing apps that offer information about canoe and kayak trails in the state. This kind of technology can help visitors plan their trips more effectively and make the most of the available destinations. Sam McDuffie – Director of Tourism for Discover Dahlonega Sam shares his successful collaboration and partnership experience in using Over-the-Top (OTT) Television for their destination's tourism promotions. He emphasizes the importance of adapting to new technologies to cater to the ever-changing preferences of their target audience. With more people now using streaming devices for their TV viewing, his DMO has been trying to reach its target market by promoting its commercials and brand in streaming services through OTT TV. Sandy White – President & CEO Alliance for Dade, Chamber of Commerce & Welcome Center Sandy shares her excitement for tourism in Georgia in 2023 and notes that the trend of outdoor activities continues to gain momentum, with state parks seeing large numbers of visitors. She believes people are rediscovering the joys of road trips and staying close to home due to lingering concerns about air travel. As a result, small communities and outdoor destinations in Georgia are poised to benefit greatly. She also observes that the market is shifting towards more family-oriented weekend trips that involve outdoor activities. Stephanie Stuckey – CEO of Stuckey's Corporation Stephanie believes their brand is all about the freedom and independence of exploring America, which is at the core of tourism. Stuckey is excited to see a revival of the road trip in the country, as people are enjoying the joy of getting in their cars and exploring. In terms of changes in the market, Stuckey has noticed an increasing interest in small-town America. The sense of belonging and connection to a place is becoming more important to travelers, which makes Stephanie optimistic about the future of tourism in America. Steven Schumacher – President, Cartersville Bartow CVB According to Steven Schumacher, one trend that's new to the market and booming right now is the popularity of platforms like Airbnb for renting homes and cabins. In the past, hotels were always the main focus for CVBs to earn occupancy taxes. However, in recent years, with Airbnb's contributions to CVB funding, it has expanded their reach to those who may not want a traditional hotel stay. By partnering with both hotels and home-sharing platforms, CVBs can attract a broader range of travelers. Steven believes this trend enhances their ability to appeal to people who are interested in experiencing destinations in a more home-like setting rather than a traditional hotel. Tyler Bryant – President & CEO, Visit Hawkinsville According to Tyler, the word that best describes the GACVB annual conference is "collaboration." This conference is all about sharing and learning new ideas from each other and working together towards success. The attendees collaborate with one another to grow and prosper in the industry. He shares why the conference offers a great opportunity for professionals to network, exchange knowledge, and find ways to work together toward a common goal. Forward Momentum for Georgia Destinations Our attendance at the Georgia CVBS conference has revealed some exciting insights into the state's tourism industry. Georgia is experiencing positive momentum after a successful 2022 with a promising outlook for 2023. Visitors are drawn to the state's natural beauty, with outdoor experiences remaining a top priority for many. Furthermore, the revival of road trips and interest in small-town America is playing into Georgia's strengths, making it a compelling destination for visitors. The state's tourism industry is continuously evolving to remain relevant in a changing world, and we're excited to see what the future holds for Georgia. 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 323: Discovering the Stories of the Great Lakes Bay Region, with Michael Hensley | 29 Mar 2023 | 00:45:04 | |
Episode 323: Michael Hensley was born and raised just outside of Detroit in Warren, Michigan. He studied at Saginaw Valley State University for four years and graduated with a Bachelor of Arts in 2017. After graduating, he stayed in the Great Lakes Bay Region to promote the region to tourists. He now serves as the Travel Marketing Manager, where he passionately works to show people why the Great Lakes Bay Region is such a special place to visit. This is done by creating programs to increase tourism traffic and strategically identify market segments. Michael has been described as "enthusiastic and dedicated about his work" by friends and colleagues. Loyal to his newfound community, Michael makes sure every visitor feels right at home in the Great Lakes Bay Region. On this episode of Destination on the Left, I talk with Michael Hensley about his successful podcast, Go Great Lakes Bay, and how he's using it to promote the region as a destination. We also discuss the challenges of launching a podcast and the benefits it can bring, such as expanding relationships with stakeholders and providing another valuable tool to support them. What You Will Learn in this Episode:
Michael Hensley shares his passion for communicating the stories of the people and places that make the Great Lakes Bay Region a great place to live, work, worship, play, and learn. In the Great Lakes Bay podcast, Michael and his team feature the people who own and operate local businesses, sharing the stories behind the places visitors love to frequent. From Grandpa Tiny's Farm in Frankenmuth to other local businesses, Michael brings to light the people behind the places that make the region special. By sharing these stories, Michael hopes to inspire listeners to view the destination through the same lens he did and fall in love with it too. Podcasting as a Marketing ToolMichael reveals that the idea for the podcast was not originally his but something that his predecessor started. However, after stumbling upon the file and listening to a few episodes, he saw the potential in continuing the podcast. The first year was rough, but after receiving advice from other professionals in the industry, he realized the importance of consistency and decided to aim for a weekly release. The partnership with a radio station in Detroit helped alleviate the stress of producing and distributing the podcast, allowing him to focus on recording interviews. Although he had never interviewed anyone before, he overcame his fear and developed a skill for it. Despite the commitment, he enjoys producing the podcast and views it as a priority each week. Moving Forward Step by StepFear is a common emotion that can hold us back from pursuing our goals and aspirations. Michael's experience with starting the show is an excellent example of overcoming our fears and pushing through to achieve our desired outcome. He admits to having fears about not being a good interviewer or the show not working out. However, he didn't let those fears stop him and took a leap of faith. Michael's willingness to take risks, try new things, and persist through challenges is an inspiration. For anyone who is struggling to overcome their fears, his advice is to start by identifying what's holding you back and then take small steps to move forward. Resources:
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 322: Navigating Mergers and Acquisitions: Why Making Your Customer the North Star is Key, with Jennifer J Fondrevay | 22 Mar 2023 | 00:41:09 | |
Jennifer J Fondrevay is the founder of Day1 Ready™, a consultancy that advises forward-thinking business leaders, owners, and C-Suite executives on how to prepare for the human capital challenges of M&A. As a Fortune 500 C-Suite "survivor" of three multibillion-dollar acquisitions, Jennifer has been on all sides of the deal equation. She saw countless growth strategies fail due to a workforce that couldn't pivot and adapt as quickly as leadership anticipated. When her Harvard Business Review (HBR) article "After a Merger, Don't Let "Us vs. Them" Thinking Ruin the Company" went viral, Jennifer recognized the power and interest in a human-centric approach to business transformation, where employees are at the heart of the change. She shares her expertise as a contributor to Forbes, Harvard Business Review, Thrive Global, American Marketing Association, Middle Market Growth; and as a frequent podcast guest and keynote speaker for HR conferences, associations, and Fortune 500 companies. On this episode of Destination on the Left, I talk with Jennifer J Fondrevay about navigating uncertainty and embracing transformation. In our conversation, Jennifer shares best practices for entering into a partnership and explores the similarities between M&A and collaboration and how the principles and processes of both can be applied to achieve success in any transformational journey. What You Will Learn in this Episode:
Jennifer shares valuable insights for leaders and their teams considering a merger or acquisition, emphasizing the importance of respect for the other company. Drawing on the analogy of a successful marriage, Jennifer highlights that partnerships thrive on both sides bringing out the best in each other and recognizing the value each brings to the partnership. She stresses the need for humility and respect when entering into a partnership and cautions against letting ego drive decision-making, which can lead to unsuccessful deals. Jennifer's advice is a must-listen for anyone looking to enter into a successful partnership. Finding Your North StarOn the podcast, we discuss the importance of being intentional and self-aware of your value when entering into a merger or acquisition. She emphasizes the need to keep the customer at the forefront of any decision-making process, using the example of a successful acquisition where a junior product manager reminded the team to focus on the customer's needs rather than their own egos. Jennifer highlights that keeping the customer as the North Star can help diminish the impact of ego in business and keep teams focused on the true reason for their work. She has some great golden nuggets of wisdom that provide valuable guidance for leaders and teams looking to navigate the complexities of mergers and acquisitions. Unique OpportunitiesJennifer emphasizes the importance of the people piece in M&A; she says that there is no specific playbook for these types of deals, as each one has its unique opportunities and challenges. However, she encourages people to be intentional and contribute to the evolution of their organization. Jennifer suggests bringing your particular skills to the partnership, embracing uncertainty, and looking for new opportunities. She also talks about the importance of collaboration, letting go of old ways, and contributing to the new vision. Resources:
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 321: Insights from the ABA Convention (Part Two), with Nicole Mahoney | 15 Mar 2023 | 01:02:15 | |
Welcome back to our special two-part series from the ABA Marketplace Roadshow edition! In this week's episode, we continue our exploration of the positive energy and optimism that pervades this year's event. We discuss a range of topics, from the importance of collaboration in creating unforgettable experiences for visitors to the growing trend of slow travel and the benefits of spending more time in a single destination. So join us as we continue to explore the future of tour and travel in this exciting and dynamic industry. In this episode, you'll hear from:
Golden Nuggets from the American Bus Association's Annual Marketplace The American Bus Association marketplace roadshow is an annual event that brings together tour and travel professionals from across the United States and worldwide. The event is designed to provide a unique forum for networking, education, and collaboration, with a focus on the latest trends and best practices in the industry. During the marketplace, attendees have the opportunity to meet with representatives from a wide range of travel-related companies and participate in educational seminars, learn about new products and services, and build relationships with others in the field. Whether you're a seasoned industry veteran or just starting out in the world of tour and travel, the ABA marketplace roadshow is the perfect place to connect, learn, and grow. Jacob Servais – Hall of Fame and Stadium Tour Sales Executive at Green Bay Packers Jacob talks about looking toward the future of the travel industry and some of the factors he is keeping a close eye on, particularly in the motorcoach and tourism sector. One of the biggest challenges that has arisen is the fluctuating gas prices. This has affected school groups, rec groups, and senior centers who rely heavily on transportation. However, partnerships and collaborations are helping to alleviate this issue. For instance, the Green Bay Packers Foundation provides a transportation grant for school groups, which not only assists in getting students to Lambeau but also supports bus companies. Juan Pablo Suarez – Travel Trade Manager Ottawa Tourism Juan Pablo discusses how the group travel industry is evolving and facing many challenges due to the impact of the pandemic. He shares that one of the noticeable changes is that people are looking to truly experience a destination rather than just seeing it. This means that travelers are looking for a more immersive experience and are embracing the trend of slow travel. Instead of rushing through multiple destinations in a short period of time, travelers are looking to spend more time in a few select places. This trend benefits destinations, as visitors can stay longer and explore more attractions, leading to a better overall experience. Julie Dautrich – Tourism Sales Manager at Discover Lancaster According to Julie, the word energizing perfectly describes the ABA Marketplace Roadshow because it has brought a new level of excitement and enthusiasm to the travel industry. The event is an excellent platform for tourism professionals to network and connect with potential clients. The sheer number of appointments and meetings, coupled with the energy and passion of attendees, creates a vibrant and dynamic atmosphere. The energy and enthusiasm at the ABA marketplace are infectious, making it an event everyone in the travel industry should attend. Keith Snode – Lead Navigator (COO) at Group Travel Odyssey & Chief Operating Officer (COO) Kaleidoscope Adventures The changes in the group travel industry are significant, and Keith shares why it's so fascinating to see how things are evolving. One of the biggest changes is in how people are buying group travel experiences. Keith discusses how pre-formed groups used to work with a single group leader, and the focus was on the group as a whole rather than on the individual travelers and how COVID-19 has changed that, so now there is a unique touchpoint with each individual traveler. We dive into how the integration of technology into group travel has revolutionized the way business is done and why it's exciting to see how these changes will shape the industry. Stacy Thornton – Senior Manager, Tourism Sales Greater Boston Convention & Visitors Bureau Stacy shares with me why she is so excited about what's on the horizon for her organization, Meet Boston. She discusses how their new brand captures the city's spirit and why she can't wait to see how that will translate into their marketing and outreach efforts. Stacy also shares what she's most looking forward to, including reclaiming some sense of normalcy and being able to travel freely again, explore new destinations, and meet new people. Tina Mt. Pleasant – Director of Travel Trade Sales at Destination Niagara USA It's heartwarming to hear about the family-like atmosphere at ABA Marketplace. The strong relationships they have built over the years make attendees feel like they are part of a close-knit family. Tina shares how the amazing conversations that happen at the event can bring people together and create such a warm and welcoming environment. It's clear that this feeling of camaraderie is a unique aspect of ABA Marketplace Roadshow and one that keeps people coming back year after year. It's a testament to the power of community and how important it is to feel connected to others, especially in the travel industry. A Positive Future Our guests highlight how technology is rapidly transforming the sector and the exciting opportunities this presents for innovative tour and travel companies. Plus, we hear firsthand about the product development initiatives that are creating new and exciting experiences in some of the world's most iconic destinations. As a fun way to wrap things up, I also asked each of our guests to sum up their experience of the ABA Marketplace Roadshow in just one word – listen in to hear their inspiring responses, which include words like energizing, essential, and family. 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 320: Driving Sales and Building Relationships in Tour and Travel: Highlights from the Annual Marketplace with Nicole Mahoney | 08 Mar 2023 | 00:51:36 | |
For this first episode in a special two-part Destination on the Left series, I'm joining you from the American Bus Association's Annual Marketplace in Detroit. What stands out in my interviews with the following industry leaders is how positive everyone feels about 2023 and the future of the tour and travel sector. My guests share their golden nuggets about what they are most looking forward to, the changes they see in the market, how collaboration has helped them, and trends on the horizon that they are excited to be part of. In this episode, you'll hear from these extraordinary leaders:
Group Travel Insight from American Bus Association's Annual Marketplace The American Bus Association's Annual Marketplace is an exceptional event that brings together motorcoach and tour operators, as well as industry suppliers, providing them with an opportunity to connect and establish new relationships to advance their businesses. Recently, I had the privilege of interviewing some of the distinguished attendees at the Annual Marketplace, where I gained insights into how building partnerships and actively seeking collaborations has transformed their industry in recent years. Join me as we delve deeper into the importance of collaboration in shaping the future of the motorcoach and tour operator industry. Amy DeFrancesco- National Sales Executive at Drury Hotels Amy shares the importance of collaboration in the hospitality industry. She notes the rebound from the pandemic and the return of international travelers as key areas of growth. She also dives into the issues of booking window shrinkage in the industry and discusses its pros and cons, including better market awareness and pressures on the operational team. Amy also shares her pride that Drury Hotels has been awarded the highest guest satisfaction in the upper midscale chain for the 17th consecutive year. The recent opening of their largest hotel on Disney property in December 2022 is a testament to their continued growth. Amy emphasizes that what drew them to their partners is their shared values of high standards and integrity, which makes for great collaborations. Ryan Sanders – Vice President of Operations and Sales for the Motorcoach Family of Brands In the travel industry, attending events and trade shows is crucial for networking and staying up-to-date with industry changes. Ryan shares his experience of attending appointments and events at the ABA conference, where he was impressed with the resilience of the industry organizations, including ABA. Despite the challenges brought on by the pandemic, these organizations have managed to survive and support their members, ensuring that industry professionals can continue to connect and collaborate — which is why his word of the conference is "evolving." Chelsea Lerud – Executive Director of Iowa Travel Industry Partners Chelsea shares that in terms of group travel, they're seeing some exciting changes in the market. Specifically, in Iowa, they are noticing that travelers are using the state as a stopover on their way to their final destination. While Iowa may not be their ultimate goal, the team at Iowa Travel Industry Partners is excited to capture visitors at a few key locations. A strategy that encourages travelers to take a longer trip and explore more of what Iowa has to offer. She goes on to comment that "It's exciting to see the evolution of group travel, and we're thrilled to be a part of it." Dagny Ashley – Director of Tourism at City of Quincy Dagny, of Tourism at City of Quincy, is excited for 2023 and getting back to the business of travel. After a tough few years for both the hospitality industry and suppliers, her organization is looking forward to a positive outlook for the year ahead. With last year already showing signs of recovery, Dagny is confident that visitors are eager to hit the road again and start traveling. This sentiment has been echoed by others at the ABA event, with a shared sense of excitement for the year ahead and a feeling of returning to a new normal in the travel industry. Gary Hahn – Vice President of Marketing and Communications National Comedy Center Gary discusses how group travel is evolving and changing — according to Gary, they are seeing a broader demographic of visitors, including young people and students. They are also noticing more individuals from the over-50 crowd, which tends to be the motorcoach crowd that enjoys visiting museums. Gary is excited to see this change, as it presents new opportunities for engagement, especially given the technology present in their museum. Gary shares details of an upcoming collaboration hosting of the Pennsylvania Bus Association's annual conference in Chautauqua County. This is an exciting opportunity for the attraction, as it's their first time bringing in the association for a conference. Inna Cramer – Sales Director at Rocky Mountaineer Inna, Director of Sales for Rocky Mountaineer, shared her insights on the evolving group travel industry in an interview. She mentioned that they are seeing smaller groups of families and friends wanting to travel together, as well as like-minded individuals wanting to connect and enjoy the train experience. When asked to describe ABA Marketplace in one word, Inna went for "connections." She loves the word because it represents the opportunity to see old friends, establish new connections, and work together with industry partners to make an impact in the travel and tourism industry. A Positive Future After speaking with my industry expert guests, it is clear that the tour and travel sector is looking towards a positive future in 2023. My guests shared their thoughts on the changes they see in the market, trends they are keeping an eye on, and how collaboration has helped them to drive more sales, extend relationships, and build brand awareness. Niche travel, hidden gems, and a focus on remaining adaptive and agile in a constantly changing world were also discussed. Additionally, the guests had some great insights into the importance of collaboration and how it can help drive business growth. 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 319: Sharing Wyoming's Wide Open Spaces, with Amy Larsen | 01 Mar 2023 | 00:41:07 | |
Amy is the fourth generation to call Wyoming home and the third generation to graduate from the University of Wyoming. Wyoming is Amy's home. She also holds a Master of Tourism Management degree from Colorado State University and completed two internships with the Walt Disney College Program as an undergrad, one where she earned not only her "ears" but a Ducktorate Degree as well. She embraces the opportunity to share all that Wyoming has to offer with others. From its iconic national parks, amazing scenery, incredible outdoor experiences, fascinating history, and Western Hospitality, to her, Wyoming truly is like no other place on earth, and someplace everyone should experience! In her spare time, she likes to hike, kayak, check out breweries, and dabble with photography. She also writes a column for a local newspaper called Wandering Amylessly, where she shares about life lessons she learns through travel. On this episode of Destination on the Left, I talk with Amy Larsen about how her team is collaborating with neighboring states to develop innovative travel products and promote lesser-known destinations. Amy also shares her outside-the-box thinking in developing winter products for group tours in Wyoming. What You Will Learn in this Episode:
In the most recent episode of Destination on the Left, guest Amy emphasized the many natural attractions that draw tourists to Wyoming, such as Yellowstone National Park, which has over half the world's thermal features within its boundaries and the iconic American symbols like the Tetons and Devil's Tower. She also shares how her team capitalizes on visitors' enthusiasm for those locations to showcase the rest of the state. Creating Unforgettable ExperiencesAmy spoke about the rich history of small towns in Wyoming, including the Outlaws like Butch Cassidy and the Sundance Kid, the Wild Bunch, early pioneers, and mountain men who lived in the Rocky Mountain region. She shares why the challenge for small towns is attracting tourists, particularly in the motorcoach industry, as they may not have big enough restaurants to feed all the visitors expected. To address this, Amy suggests being creative and finding caterers in these communities who can put on dinners for visitors, such as holding a dinner for 50 people in the branding room at the fairgrounds in Torrington, which showcases every brand from Goshen County and featuring a multigenerational rancher who shared his story. Amy emphasizes the importance of finding the person who wants to tell the story and getting small towns to realize their potential and be creative in showcasing their history to visitors. Inter-State CoopetitionOn the podcast, Amy also shares a couple of exciting examples of coopetition, including partnerships with Nebraska and Colorado to develop itineraries that showcase the historical places of the states. By combining their resources, they were able to create unique experiences that bring more business to all three states. It's so exciting to see how these collaborations are creating new opportunities for group tours and expanding the travel industry in unique ways. Resources:
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 318: Promoting Your Accessible Destination, with Olivia Novak | 22 Feb 2023 | 00:42:36 | |
Olivia Novak is the marketing manager for Discover Lancaster. Helping people is Olivia's passion, and being a resource for others as they plan their trips to Lancaster appeals to that passion. Lancaster, PA, is an up-and-coming destination with so much to offer; from heritage to adventure, there truly is something for everyone. Olivia's background in sports has strengthened her understanding of the human desire for experiences. As a former college athlete and Final Four National Tournament participant, she has seen firsthand how to build one moment into a larger-than-life experience. On this episode of Destination on the Left, I talk with Olivia Novak about Visit Lancaster's successful partnership with the Baltimore Ravens and how her small DMO negotiated the relationship. She also offers great advice for young professionals starting out in the tourism industry and shares more about the accessibility project that they are in the midst of launching to make sure their destination is open to all abilities. What You Will Learn in this Episode:
Olivia shares her insights on the negotiation process in the destination marketing world. She emphasizes the importance of customizing packages to fit the needs of both parties, especially for smaller destinations. Olivia encourages destinations to have open conversations and find a mutually beneficial agreement with organizations, whether it's a sports team or any other larger entity. Olivia also discusses her strategic decisions on which events Discover Lancaster wanted to invest their time and energy into and the importance of being confident in saying no to opportunities that aren't right for you. Accessible LancasterOlivia discusses her efforts to promote Lancaster as an accessible destination for all visitors. This involved creating resources, such as a comprehensive and accurate guide on their website, highlighting accessible attractions, hotels, restaurants, and activities. She also shares more about their collaboration with Tempest, an agency that specializes in creating accessible guides for destinations. We talked about the DMO's efforts to partner with local influencers, including a wheelchair user and a family that focuses on accessible travel due to their son's Spinal Bifida. The goal is to craft staycation experiences for these influencers and have them share their experiences with the public. Community FocusedFinally, Olivia emphasizes that Lancaster County and its businesses are an integral part of the fabric of the community and need to be represented in the resources provided by the Visitor's Bureau. She acknowledges that the bureau currently only represents a small portion of the community and outlines the plans to center the needs of the community as a whole in their offering going forward. Resources:
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 317: Setting Big, Gorgeous Goals, with Julie Ellis | 15 Feb 2023 | 00:33:30 | |
Julie Ellis is an author, professional speaker, and leadership coach to corporate leaders and scaling Entrepreneurs. Julie provides her unique experience and expertise to her coaching clients, gained through 25 years of working first in the corporate world and then as a leading Canadian entrepreneur. She is a co-founder of award-winning Mabel's Labels, one of Canada's greatest small business success stories. Julie's book, Big Gorgeous Goals, is written for women entrepreneurs who want to step out of the small box they find themselves in and set world domination in their sights. In discussion with over a dozen women entrepreneurs, Julie explores their stories of why and how they have achieved great things in their lives and careers and pairs that knowledge with her own stories of how she built, grew, and sold her business to a giant in her industry. On this episode of Destination on the Left, I talk with Julie Ellis about how setting big gorgeous goals allows you to step into your own brilliance and consider your personal and professional ambitions in a new way. What You Will Learn in this Episode:
After talking to other women who have accomplished big things, Julie Ellis, Co-Founder of award-winning Mabel's Labels, learned that those huge achievements are only a part of their story and that the processes and support systems that sustain them are often overlooked. Julie's book, Big Gorgeous Goals: How Bold Women Achieve Great Things, highlights not only big achievements but also the unseen support and effort that goes into them. Think Big!Julie believes that during uncertain times, people tend to think small and put their biggest goals and dreams on the sidelines. She believes that big gorgeous goals often remain unachieved because of missing ingredients such as money, time, knowledge, or support. When someone is successful in their current life, they avoid pursuing their biggest goals because they worry that those goals will test their confidence and push them out of their comfort zone. Chasing big goals requires bravery and overcoming obstacles, and Julie encourages people not to give up on their dreams and keep pushing toward them. Get Out of Your Own WayWhen pursuing big goals, there are so many things that can stand in our way. We can be tempted to fill our calendars with commitments and wear our "busy" badge as a symbol of achievement. This can lead to a lack of time to reflect, dream, and pursue our desires. Julie shares why creating space in our lives is essential to make room for reflection, exploration, and chasing our goals. Resources:
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 316: Uncovering Albany's Unique Attributes, with Jill Delaney | 08 Feb 2023 | 00:40:29 | |
Jill Delaney is the President and CEO of Discover Albany, previously known as the Albany County Convention and Visitors Bureau. Discover Albany represents hundreds of local businesses and attractions and assists each year in hundreds of regional meetings, events, and destination promotion. Discover Albany also operates the Discover Albany Visitors Center and the Albany International Airport Information Center and serves as Albany County's Official Film Commission and Sports Commission. Jill previously served as the President and CEO of the New York State Tourism Industry Association (NYSTIA), a statewide organization serving Tourism Promotion Agencies like Discover Albany as well as attractions and service providers. Jill currently serves as the Legislative Chair of the NYS Destination Marketing Organization. She is also a board member of the Empire State Society of Association Executives (ESSAE), Co-Chair of the Destinations International Small Destinations Council, and VP of the Capital-Saratoga Tourism Region. She is a member of the Hudson Valley Tourism Board, the Albany Institute of History and Art Community Engagement Committee, the Capital Region Sports Foundation, and the Albany Airport Master Planning Committee, and serves her alma mater as President of the University at Albany Alumni Association as well as the University Council. On this episode of Destination on the Left, I talk with Jill Delaney, President, and CEO of Discover Albany, about their Discover My Albany campaign and how it has led to the DMO standing out in a way that goes beyond visitor numbers and into economic development and destination management. We also discuss their renewed focus on community partnership and how Discover Albany serves as the official Film and Sports Commission for Albany County. What You Will Learn in this Episode:
Albany has decided to lean into its unique attributes to attract visitors. The city boasts a solid community, a low cost of living, and an abundance of fascinating history and architecture. To promote the city, Albany has launched an ongoing resident-led series called "Discover My Albany." The series weaves personal stories from all parts of Albany County into the visitors' guide and features videos by locals showcasing their favorite places and what they love about living and working in the city. Emerging as a Key Economic Driver for the CountyDuring the pandemic, Discover Albany made the hard choice to keep all of their staff and figure out the finances as they went. This decision proved to be beneficial as it allowed them to focus on new challenges, such as attracting filmmakers and sports teams to the city. As a result, the county executive and legislature chair officially designated Discover Albany as their official Film Commission and Sports Commission. Collaboration is the Key to SuccessCollaboration is key for Discover Albany, and Jill shares how they work with neighboring counties to be stronger together. Recently, they were selected to sponsor and host Destination East, a trade show organized by Northeast Meeting Group. This collaborative effort impressed meeting planners from all over the country and showed how well New York State works together to get the job done and ensure the best outcome for clients. Resources:
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 315: Niche in the Outdoor Hospitality Sector, with Todd Wynne-Parry | 01 Feb 2023 | 00:54:47 | |
Todd Wynne-Parry brings a wealth of global senior leadership knowledge and insight developed over more than 20 years of reporting directly to CEOs and Boards in industries that range from luxury, lifestyle, and outdoor hospitality to investing, consulting, and financial analysis. As a CGO, EVP, SVP, and Executive Committee member, he has helmed major expansion, post-merger integration, and growth initiatives for the world's premier hospitality brands, including, AutoCamp, Two Roads Hospitality (formerly Commune Hotels & Resorts), Global Acquisitions and Development, InterContinental Hotels Group (IHG), and Starwood Hotels and Resorts. Specializing in brand expansions and M&A in Asia, the Middle East, and the Americas, Todd has closed deals and developed contracts that generated upwards of $30 million in enterprise value annually and built relationships with key decision-makers across a wide range of global and regional, and city markets globally. On this episode of Destination on the Left, I talk with Todd Wynne-Parry, and we do a deep dive into the developing outdoor hospitality sector. In our conversation, Todd walks us through the attributes and appeal of nature-based locations and offers solutions to some of the industry's roadblocks and challenges. What You Will Learn in this Episode:
Outdoor hospitality is a wide-ranging sector that can be divided into two main categories: the lower end of the price point, such as RV parks, and the higher end ultra-luxe options. Although where guests are staying is only part of the experience. The most important thing is to be immersed in nature in a way that allows them to take a bridging step out of their comfort zone. Incorporating Outdoor ExperiencesThe outdoor hospitality sector can also benefit land in unexpected ways, such as being an additional source of income for wineries and farms. Wineries can use outdoor experiences to add a new business line and boost profits, while farms can use events on their land to support regenerative farming. Todd shares an example of a farm in Kentucky called Martin Acres, owned by an ex-slave's descendants and is part of the Kentucky bourbon trail. The farm is now in its fourth generation and is exploring ways to incorporate outdoor hospitality to host family reunions and generate income. Enhancing Well-beingBeing outside in nature is an important aspect of enhancing our well-being. Todd discusses why the sector's evolution allows people to escape the city and connect with nature, their partners, or their families. Instagram-worthy shots are also a great way to increase the destination's visibility on social media. However, there are some speed bumps to consider, such as labor and workforce issues and environmental concerns on the road to developing as an outdoor destination. Todd shares some ways brands can overcome these challenges on the podcast. Resources:
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/ | |||
| 440. Boosting Tourism Marketing Success with Owned Media Tactics, with Camille Zess | 13 Aug 2025 | 00:38:08 | |
On this episode of Destination on the Left, I talk with Camille Zess, Vice President of Growth at TAP, who brings 14 years of wide-ranging expertise in digital strategy, website development, email marketing, and the ever-evolving world of AI. We discuss the "Owned" media segment of Gini Dietrich's PESO Model—your website, blog, email marketing, and other assets you have complete control over. Camille shares practical tips on evaluating and optimizing these owned channels, from knowing when it's time for a website refresh to the power of blog audits and list segmentation. Our discussion also explores emerging trends, such as adapting your content strategy for AI-driven search and leveraging print collateral in creative ways. What You Will Learn in This Episode:
The PESO Model, originally developed by Ginny Dietrich, stands for Paid, Earned, Shared, and Owned media. While all four elements are essential for a comprehensive integrated marketing strategy, owned media is often the foundation upon which the other components are built. Unlike paid placements or earned coverage, owned media provides total control over your messaging, branding, and audience engagement. For travel and tourism organizations, this means shaping the narrative around your destination, attraction, or service without being subject to algorithms, editors, or third-party platforms. Websites, Emails, and BlogsThe best place to start is with the basics: website, email, and blog. Each serves a dual role as both a direct communication channel and a central hub for integrating with your other PESO tactics. Website: Your digital home base. Every few years, assess its usability, content, and technology to ensure it supports both visitors and your staff. If you avoid using your own website in campaigns, that's a red flag that shows it's time for a revamp. Email Marketing: A direct pipeline to your audience. Focus on growing your list, increasing engagement, and experimenting with segmentation for better targeting, such as creating a local list for residents interested in exclusive offers. Blog: An SEO powerhouse and evergreen content resource. Use it to highlight key assets, answer frequently asked questions, share itineraries, and drive authority on topics that matter to your audience. Integrating Owned with the Wider PlanThough the acronym reads PESO, starting with "paid" isn't always the most effective. As Camille points out, TAP often leads with owned or earned tactics because they form the content backbone for everything else; paid campaigns merely amplify what's already working. When planning, review your owned assets alongside your brand positioning and audience goals. Consider where gaps exist, such as organizations not yet doing email marketing (and wanting to drive repeat visitation) or those needing advanced tactics like personalized content and tailored landing pages for lead generation or ticket sales. Resources:
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! | |||
| Episode 314: How Instafamous Dogs Can Help DMOs, with Samantha Cole | 25 Jan 2023 | 00:36:52 | |
Samantha Cole is the Director of Public Relations at Valley Forge Tourism and Convention Board. The Valley Forge Tourism & Convention Board is a nonprofit, membership-based sales and marketing organization that aggressively promotes the Valley Forge area and Montgomery County as a convention site and leisure visitor destination by encouraging patronage of its 500-plus member hotels, restaurants, attractions, and services. On this episode of Destination on the Left, I talk with Samantha Coles about some of the creative campaigns her destination is running right now, including using instafamous dogs, and we explore how marketing to niches helps the Valley Forge Tourism and Convention Board stand out. What You Will Learn in this Episode:
How social media can support DMOs is an ever-changing landscape. Samantha explains how networking as an organization and as an individual helps you expand your reach and serve your clients. So many people are hesitant about reaching out to people and connecting with people on LinkedIn or other social media platforms but making those links is a great way to lay the foundation for future partnerships. Communicating with Neighboring OrganisationsSamantha shares her advice for our listeners thinking about entering into a collaboration or seeking a partner to collaborate with in 2023. Communication is critical in setting collaborations up for success — that includes going back to basics and reaching out to people locally who might even do the same job as you for a neighboring DMO. You could also prioritize building relationships by scheduling regular catch-ups with other local organizations and keeping them updated about your plans going forward. Data-Driven DecisionsFor Valley Forge Tourism and Convention Board making data-driven decisions is top of mind right now. Samantha shares how her destination is leveraging geolocation data tracking to figure out how they can better serve their visitors' needs by honing their target markets. She also shares why her proudest influencer hire to date is a Bernese mountain dog from Philadelphia and how that pupper is helping them showcase what Montgomery County has to offer. Resources:
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 313: Advertising on the Move, with Greg Star | 18 Jan 2023 | 00:27:04 | |
Greg Star is the Co-Founder of Carvertise, an advertising company that enables companies to advertise on private commuter vehicles. This is so companies can advertise in a novel, targeted, and grassroots way while everyday people can earn additional passive income for advertising for a brand they like and support. On this episode of Destination on the Left, I talk with Greg Star about how Carvertize helps destinations stand out and increase ROI through creative advertising. We also discuss several creative examples of destinations that have leveraged his methods. What You Will Learn in this Episode:
In advertising, you have to be creative, but you also have to pay attention to the data. Greg Star shares how his company Carvertise digs into the analytics of each client's campaign to understand how to make an intelligent match between drivers and advertisers and how they present that information to their clients. Greg also discusses how the company has evolved over the last ten years and what kind of infrastructure they have built on the backend to get to a point where technology and data intelligence insights are driving them forward. Identifying OpportunitiesCarvertise started as a small project founded by college students, and since then, it has evolved into a successful company that allows organizations to advertise their products and services creatively. The company's co-founder, Greg, explains how they got their organization off the ground by paying close attention to the Delaware governor's public schedule, attending events, building a business network, and ultimately connecting with the Delaware director of tourism. DMOsDMOs are looking to stand out in a crowded market, and an essential part of doing so is identifying their ideal market. Carvertise helps destinations reach their audience creatively via market activation – the process of directing local event-goers to complimentary activities or attractions. Greg shares details of how Carvertise is agile enough to hit the streets exactly where those ideal visitors are and promote other attractions they'll love. Resources:
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 312: Building a Success Mindset, with Patrick Harrison | 11 Jan 2023 | 00:44:57 | |
Patrick Harrison is Chief Marketing Officer for Visit Tampa Bay. Through an innovative and aggressive approach, he has spearheaded the DMOs marketing transformation. His campaigns have been honored with over 30 US and International marketing and PR awards, including multiple Adrian Awards, and he was named a Top 25 Extraordinary Mind by HSMAI in 2019. Patrick currently serves on several boards, including Destination Internationals Global Leadership and Equity, Diversity & Inclusion Committees, as well as PR & Communications Task Force and Equity, US Travel Marketing committee, among others. On this episode of Destination on the Left, I talk with Patrick Harrison about how Tampa Bay is evolving into a premier destination. We also discuss the importance of getting everyone to row in the same direction, why the right mindset is critical, and how and why Visit Tampa Bay is becoming its own publishing company. What You Will Learn in this Episode:
Patrick describes how being home to successful sports teams impacts Tampa's popularity with visitors. He shares how they collaborate with partners on and off the sports field and why they are such a popular destination for visiting teams from the USA and beyond. Patrick also shares his experience working with the NFL during the COVID-19 pandemic and how the team made it safe for local residents to attend the Superbowl events and start to feel more positive about getting on with life. A Mindset ShiftWe discuss how a big community event can bring local people together and shift people into a more positive mindset. Patrick emphasizes the importance of pulling together to keep your destination top of mind, even when potential visitors aren't able to make it to you right away. Whether or not we're headed into a recession, you can't stop marketing your destination because if you stop, you need an awful lot of runway to get started again — in Patrick's words, "you have to keep humming along." Stay True to YourselfIt is vital to know who you are and understand your authentic story as a destination before you can figure out how to position your story for various different markets. There are so many markets you can promote yourself in as a destination depending on your history and how you have developed over time. Visit Tampa Bay are in the middle of an exciting time where they are enjoying the expansion process, and Patrick shares how they are expanding their reach to create an additional 200 million dollars in hotel revenue. Resources:
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/ | |||