Destination On The Left

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: Why the Destinations International PR and Communications Working Group was formed Claire's part in creating the Public Relations Measurement Guidelines Handbook Why destinations should adopt the standards to refine and modernize their marketing processes Outdated metrics and what we should be looking at these days to evaluate our PR efficacy How the Barcelona Principles work to help destinations score their efforts Next priorities for the Destinations International PR and Communications Committee Understanding Metrics 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 Practices Claire 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 Committee Claire 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: Website: https://destinationsinternational.org/ LinkedIn: https://www.linkedin.com/company/destintl/ Facebook: https://www.facebook.com/destintl Youtube: https://www.youtube.com/c/DestIntl 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/

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 Duffey shares why he was persuaded to run for public office How Ike's interest in nature and building trails led to his current project When they first spotted the trend for people using outdoor trails and the collaboration across a variety of sectors How they use the trails to connect residents and visitors and bring them into the city to use local businesses Roadblocks Mayor Carlos and Ike had to work around in finding the right partners and bringing the trail project to completion Connecting the Trail and the City 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 Award Ike 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 Georgia Jackson 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: Website: https://www.dausettrails.com/ Facebook: https://www.facebook.com/profile.php?id=100064581018358 Twitter: https://twitter.com/dausettrails Instagram: https://www.instagram.com/explore/locations/11729253/dauset-trails-nature-center/ Youtube: https://www.youtube.com/user/DausetTrails/feed Georgia Trend Magazine 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/

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: How the partnership between Taste of Thomasville and the Visitors Centre has evolved The process of shaping the food tour into an authentic tourist experience Why Bonnie nominated Debra for the Trailblazer Award Debra's lessons learned from ten years in the travel and tourism business The importance of being visible and asking questions How Debra built her partnerships with local restaurants and why personal connection was so important in building those relationships Upcoming events and festivals happening in Thomasville The Value of Personal Connection 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 Experience Debra 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 Thomasville As 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: Website: https://thomasvillega.com/ Facebook: https://www.facebook.com/visitthomasville Instagram: https://www.instagram.com/thomasvillega/ Georgia Trend Magazine 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/

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: Why rural communities often view tourism as a threat and lack understanding of its positive impact Metrics you can use to measure your in-person engagement How tourism can contribute to economic development and help to address workforce challenges and sustainability The challenges faced by one or two-person departments in managing the future of the visitor economy How to communicate effectively with rural communities to help them understand the workforce challenges of the future and how the visitor economy could help The seven-pillar model of effective destination marketing and the importance of building quality of place How Current Events Impact the Visitor Economy 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 Communication Another 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 Tourism Finally, 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: Website: http://www.newyorksbestexperiences.com/ LinkedIn: https://www.linkedin.com/in/josiah-brown-8a459711/ The New York Sherpa Show: https://www.youtube.com/channel/UCyYnvAmnIsxqRwuxPj9ngHg We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

A marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful. 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: The three different types of collaborators that were identified in the study Why the study focused on understanding how organizations are operationalizing collaboration and integrating it into their daily and strategic business practices The importance of collaboration as a business strategy Key attitudes towards collaboration uncovered in the survey Factors that contribute to a collaborative mindset, such as communication, open-mindedness, and active listening How collaboration can support diversity, equity, and inclusion efforts in organizations Collaboration as a Strategy 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 Mindset The 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: Website: https://audienceaudit.com/ LinkedIn Personal: https://www.linkedin.com/in/susanbaieraz/ LinkedIn Business: https://www.linkedin.com/company/audience-audit-inc./ Facebook: https://www.facebook.com/AudienceAudit/ Twitter: https://twitter.com/susanbaier We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Travel writer and historian Rick Antonson has traveled on trains through twenty-eight American states, across nine Canadian provinces, and in more than thirty-five countries. He is co-author of a book of railway stories, Whistle Posts West: Railway Tales From British Columbia, Alberta, and Yukon. 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 shares more about why he wrote his latest book, Train Beyond the Mountains, and why it's his personal favorite What cathedral thinking is, and what it means in the context of the travel industry What we can learn from taking a moment to travel with family and learn from its younger members Why having a travel companion so different from himself brought out stories Rick never would have found alone How to market opportunities for multigenerational and legacy travel A Fresh Perspective 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 Travel Rick 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 Travel On 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: Website: https://www.rickantonson.com/ LinkedIn: https://www.linkedin.com/in/rickantonson/ Facebook: https://www.facebook.com/rickantonsonauthor Rick's New Book: https://www.rickantonson.com/train-beyond-the-mountains Rick's Travel Books: https://www.rickantonson.com/books We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Passionate about 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. What You Will Learn in this Episode: How destinations can leverage culinary and agritourism to stand out by defining their unique selling proposition and sharing their stories Why successful culinary and agri-tourism programs are grassroots-driven, and DMOs should understand and own their particular taste of place to collaborate and showcase it to visitors What culinary tourism is and how it reflects the history, heritage, and culture of a place How marketing organizations can create a curated culinary tourism experience How the Maple in the County event encouraged collaboration, bringing together five maple syrup producers under one brand and encouraging local businesses to create maple-themed products and experiences Rebecca shares her insights and best practices for initiating and developing partnerships The World of Culinary Tourism 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 Culture Rebecca 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 County We 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: Website: https://www.culinarytourismalliance.com/ LinkedIn Personal: https://www.linkedin.com/in/rebeccaleheup/ LinkedIn Business: https://www.linkedin.com/company/culinary-tourism-alliance/ Twitter: https://twitter.com/OntarioCulinary Taste of Place Summit: https://www.culinarytourismalliance.com/events-2/taste-of-place-summit Great Taste of Canada: https://www.culinarytourismalliance.com/great-taste-of-canada 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/

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: Joe Marinelli – President, Visit Savannah Kat Hoyt – Visitor Center President, Discover Darien Sam McDuffie – Director of Tourism for Discover Dahlonega Sandy White – President & CEO Alliance for Dade, Chamber of Commerce & Welcome Center Stephanie Stuckey – CEO of Stuckey's Corporation Steven Schumacher – President, Cartersville Bartow CVB Tyler Bryant – President & CEO, Visit Hawkinsville 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: 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's story and how he got into tourism The Great Lakes Bay podcast and the stories behind the show We dive into what makes a podcast successful Why the fear of failure often holds people back and how Michael moved through it Successful examples of collaboration, including their partnership with the Saginaw Spirit hockey team Perspective on the evolution of destination marketing organizations Sharing Local Stories 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 Tool Michael 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 Step Fear 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: Website: https://www.gogreat.com/ LinkedIn: https://www.linkedin.com/in/michael-hensley-7a3659b8/ Facebook: https://www.facebook.com/gogreatlakesbay/ Twitter: https://twitter.com/gogreatlakesbay/ Podcast: https://thegreatvoice.com/Shows/go-great-lakes-bay-podcast 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/

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: What happens when you bring two cultures together after a merger, and how to avoid some of the typical challenges Why it's critical to be intentional about your values when planning a partnership The importance of getting past your ego when making key decisions Why you have to ensure that customer experience is your North Star to maximize a collaboration's success Jennifer shares her wisdom for leaders and teams looking to navigate the complexities of mergers and acquisitions Helping Partnerships Thrive 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 Star On 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 Opportunities Jennifer 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: Website: https://jenniferjfondrevay.com/ LinkedIn Personal: https://www.linkedin.com/in/jennifer-fondrevay/ LinkedIn Business: https://www.linkedin.com/company/jennifer-j-fondrevay/ Twitter: https://twitter.com/jjfondrevay Jennifer's Book: Now What 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/