Erase the Borders

Richard Florida and I both swung through Iowa last week (sounds like we were campaigning, don't it). He spoke in Ames and I routed through Sioux City, on my way to speak to the Upper Midwest CVB Conference across the river in Nebraska.

As Rich spoke at Iowa State University, Des Moines Register reporter Richard Doak had an interesting revelation that developed into a story in which he suggested:

"Let's just give up trying to promote Iowa. Then let's abolish the state Department of Economic Development. Finally, let's erase the state's borders. Let the state fade into a general region known as the Midwest, rather than remaining a rather small, arbitrarily created governmental entity known as Iowa."

Rich's response is certainly interesting...and makes me wonder if the Upper Midwest CVB Conference shouldn't start thinking bigger (like the amazing Southeast Tourism Society) and start advocating for and marketing the entire region.

Imagine...

Comments

[Amber Moore]

As a CVB member of Southeast Tourism Society, Thank You.
I think all regions should have a strong regional tourism society like the Southeast Tourism Society. The greater the presence, the greater the pull. It's a great concept and really benefits everyone.

[Bill Geist]

Amen. I was always a fan of the concept of STS...but after meeting you all first hand at the Fall Conference in Lake Charles, I'm changing that to "unabashed" fan. You've truly developed a model that other regions of the country should emulate.

[Reyn Bowman]

It is both/and where it works. People don't visit countries, regions or states. Those are just convenient ways to help people make decisions.

How you market depends on your brand and your objectives. Iowa has a much stronger brand than apparently the author believes.

Destination marketing isn't about how we make things convenient for ourselves. It is about the destination brand and helping travelers make decisions.

By its nature it will always be complex and therefore annoying to some.

[Kare Anderson]

think regional
+ define niche markets of visitors
+ then, for each niche, come up with the main reason (thus the main message) to visit
+ then forge SmartPartnerships with the organizations that can credibly collaborate to generate more value and visibility for those messages
-Kare, author, SmartPartnering

[Christine Rebout]

I wonder who could help UMCVB become bigger and better ? Hmmm.

[Bill Geist]

I'm thinking it's your new management company. :)

But, I'll certainly help wherever I can. And, I'd bet so would the leadership at STS!