Bill Geist's Zeitgeist

A DMO in 30 Days?

When we explain the advantages of a Destination Marketing Organization to those that don't quite understand the concept, we often share that the barriers to entry in generating a Return on Investment in Tourism is typically faster than most Economic Development strategies, which can take years of relationship-building to see a project come to fruition. But, starting a DMO in 30 days? This we gotta see.

The cities of Bryan and College Station TX have partnered (sometimes uneasily) to market the region under a single DMO for decades. That arrangement began to disintegrate when the City of College Station announced it was pulling out of the DMO a couple months ago. Last week, the City of Bryan said it would launch its own DMO within 30 days.

In making the announcement, Bryan's Deputy City Manager Joey Dunn said partnering with College Station, Texas A&M University and Brazos County also will critical responsibilities for the new organization since "none of us work alone in the tourism business." Which, of course, would have been easier if everyone could have worked through their issues before all this duplicative drama. But hey, politics is politics and community ego is overrated. 

This should be interesting to watch.

 

Well Played, My Friends

Today's issue of the Z-News (our monthly e-mail newsletter) notes the retirement of 7 (count 'em, seven) DMO CEOs in just the past month. That's simply insane...but, it's a sign of the times.

If you didn't receive today's edition (which also features my commentary on the future of Strategic Plans and links to new DMOU Podcast episodes with Visit Jackson's Rickey Thigmen and Visit Bentonville's Kalene Griffith), click here for the web version, and here to never miss an issue.

And, to those stepping away from the Big Chair, congratulations on starting the next chapter of your lives. Y'all done good.

The Future of Destination Marketing

Just weeks before "the VID," David Peacock was named to head up a consortium, convened by Simpleview, called the Future Tourism Group. Its raison d'etre: to focus on destination development through a lens of tourism stakeholders and their digital presence.

During this crisis, David has been interviewing industry leaders, delving into the concepts that will, hopefully, result in existential changes in the way Destination Marketing Organizations drive their communities forward.

I am honored to have been one of those that David reached out to interview...and allowed me to share my thoughts on the future of this unfortunately misunderstood and undervalued sector. If you'd like to listen in to our conversation, you can find it here.

And, thanks so much to David and Simpleview for the opportunity. You guys rock.

The Increasing Realization

As the old saying goes, you never know what you've got 'til it's gone. Far from a drumbeat (yet)...we are heartened to see editorial boards begin to realize the importance of destination marketing. In some cases, these are the very editorial boards that questioned the investment of tax revenues into their DMOs months and years ago. But, today? Reality is a wonderful teacher.

We were particularly enthralled by yesterday's editorial on AllOtsego.com, in which Libby Cudmore asks whether the investment into Destination Marketing is sufficient...even in these days in which County revenues have been impacted. And, she goes on to suggest other revenue sources, as we do every time we work with a DMO Board.

I like the way Libby thinks. We all should.

This is How DMOs Pivot

I've been sitting on this one for a few days for fear that it could provide unsophisticated community leaders the idea that Hotel Room Tax is just "funny money" (a Texas Mayor once actually said that to me) that could be diverted from DMOs to other purposes. But then, I began to believe that this is a learning moment for us all. 

I've always been a fan of placing a portion of Room Tax into a fund designated for destination development projects that increase the magnetism of a place. Asheville, Fox Cities and Fargo are just a handful of communities that do this.

So...there's this pot of money sitting there, waiting for a cool destination-enhancing project to come along. And, right now...that just ain't happening.

But today, there are our industry friends and partners out there who are hurting. So, let's run the philosophy. The money was designated to enhance the community. The way we enhance the community is to build new stuff. Can we make the case that maintaining our base in these dark days is just as important when developers are not knocking on our doors?

I think we all know the answer to that...and kudos to our friends at the Fargo Moorhead CVB.

The Board recently voted to take $500,000 out of its Destination Development Fund on a COVID-19 relief payment to hotels in the destination to help them through these times. It also approved a Matching Grant Fund of up to $400,000 for non-profit local attractions that face continuing negative impacts related to the pandemic.

These revenues were designated to incent future development (not general DMO operations). Today, they may just offer survival. Who else but a DMO with such a fund is coming to the aid of those most stricken by this nation's response to the virus? 

Yeah...pretty much nobody.

Hats off to Charley Johnson, his Board and crew. You make us all proud.

The Other Side of Recovery

Terri and I work in the Destination Marketing space, advising DMOs on governance, management, strategy, funding and development. Thus, a lot of what we post on this blog focuses on this side of the hospitality business.

Spero Batistatos (President of the South Shore IN Convention & Visitors Authority) is one of the top DMO CEO minds in our sector. Unlike me, he actually started his career in the "back of the house" at a hotel/theatre complex (where I'm quite sure we met years before we became comrades in arms because I used to introduce a number of acts at the theatre during my turn in FM rock radio).

Over the weekend, my friend penned a fascinating piece on how hospitality businesses need to be planning to successfully emerge from quarantine...from a decidedly "back of the house" mentality.

It is definitely worth your read.

It's Called Product Placement

Thanks so much to our friend Tammy Potts-O'Kelley (CEO of the Heart of Carolina Visitors Bureau) for deftly sliding my book, "Destination Leadership" into the shot when she was recently interviewed by Fox8.

That's got to be worth more than a few drinks next time our paths cross.

Thank you, Tammy...and congratulations for recently nabbing the Lifetime Achievement Award from Women in Travel and Tourism International. So deserved...

 

The Most Important Board in the City

There's no need to identify the destination or link to the story. Where it was said isn't as important as that it was said by both a reporter in a major market publication and a resident he interviewed.

In the piece, the Destination Marketing Organization Board was called both "the most important" and "the most prestigious" Board in the city. Which is why some in the community are questioning the recent appointment of an individual to the Board; that this person somehow doesn't live up to his inclusion on such an influential Board.

But, here's the thing. That who sits on the DMO Board matters to Joe and Jill Public? Isn't that exactly what we've been talking about with the concept of DMOs becoming a Shared Community Value?

For at least one community, theirs already is.

City Appointments to a DMO Board

The Ringgold WV City Council is considering changing its DMO's By-Laws to allow City appointments to hold successive terms on the DMO Board. And, I think I understand the premise. The sitting Board appointee believes that another term would allow him to be even more effective because he now knows the ropes. And, he's correct there.

But, here's the other side of the conversation. What is most important in City Council or other governmental appointments is that we cycle as many elected officials through DMO Board experience as we can. That way, we expose as many as possible to the importance and impact of the organization in which they invest each year.

And, that is how we build broader support with our elected officials. Because, once they experience the discussions at the Board level, they'll understand that DMOs are a Shared Community Value.

A Virtual Destination Marketing Summit

Excited to be presenting at The Destination on the Left Virtual Summit, a new kind of conference for the travel industry - one without registration costs or travel time. My friend and podcaster Nicole Mahoney has gathered 17 industry experts (and past guests on her show) that are ready to share their knowledge with you December 9th through the 11th.

The best part? You don't have to hop on a plane or book a hotel because you'll absorb hours of content, all from the comfort of your office or home. The second best part is it's free. Check out the lineup of speakers at the link above and reserve your free ticket.

And, you can get a sneak peek at some of the topics I'll be covering by checking out Nicole's interview with me earlier this year.