Bill Geist's Zeitgeist

Strategy & Creativity Matter

Carl Ribaudo of SMG Consulting is one of the most prolific content generators in the Destination Marketing and Leadership space. In November, he kindly forwarded a copy of his new book, Strategy and Creativity Matter: Notes from the Road. I consumed the book over the holidays, highlighter in hand and vowed to myself that, after the first of the year, I'd write a review in this blog.

Alas, it's been six months, and maybe that gives you a sense of how insanely busy we've been here at the DMOproz compound this year. But I had a stray breather over the weekend and finally made good on my pledge to myself.

Strategy and Creativity Matter is a fascinating compilation of thoughts from a consultant, much like me, who believes that our sector is best served by the small consultancies… or, as he calls us, “craftsman.” And, that's how he goes about analyzing and commenting on destination marketing.

And, he doesn't waste any time setting the tone for the book. On page one, he says, “too many DMOs focus on implementing programs. I think more effort needs to be put into answering the fundamental question: how are you changing the playing field (not unlike Visit Myrtle Beach CMO Stuart Butler, who we featured last week on the DMOU podcast).

Carl believes Strategic Planning isn't an analytical exercise but instead an artistic experience, more organic than formulaic. And we definitely agree that strategy is “messy and intangible.”

As these are a collection of past email posts and writings, there is some repetition of thought throughout the book. But that's actually OK, as these are Carl's most important concepts.

Looking for a companion to Destination Leadership? Strategy and Creativity Matter by Carl Ribaudo is absolutely worth the read.

Thanks, Carl, for continuing to push us all forward…

Bill Wellman

So…I begin my path in destination consulting, believing I could do it better than those I had suffered through in my past. Those workshops and sessions were so serious, so tedious…that I thought some levity could help separate me from the pack. That…and I had actually worked in Destination Marketing like few, if any, had.

One of the ideas I had, after watching other facilitators unable to block those that would drone on forever, was to bring along a bag of small, palm-size nerf balls. I would distribute them and say, “if someone is taking too long to make a point, lob your nerf at them.” I thought it would be a light-hearted way to keep the conversation moving…and keep participants engaged.

Client #1 was what is now known as the South Shore CVA, then helmed by Spero Batistatos. His Chair was Bill Wellman, one of the most respected hospitality and business minds in Indiana, if not the Midwest. This was a man that exuded professionalism from every pore…and Spero and I miss his wisdom and counsel every day.

We’re about midway through the afternoon when Bill excuses himself to use the restroom. None of us see that he has palmed his nerf ball. In the restroom, he soaks the nerf in the sink. And as he returns to the room, throws a perfect dart into Spero’s chest.

While we all laughed for what seemed like 10 minutes, that wasn’t exactly what I had in mind when I landed on nerf balls as one of the ways I would differentiate myself.

Needless to say…I retired them pretty quickly.

But, it was FAF.

The Rookie Question

At those early meetings of the Illinois Council of CVBs, I pretty much kept my mouth shut. Like I noted in yesterday's post, I really had very little idea what the rest of them were talking about. And, as the classic Mark Twain quote holds: “It's better to keep your mouth shut and appear stupid than open it and remove all doubt.”

About six months in, the conversation swung to how to remove the cap on the LTCB program. For those not familiar with Illinois Tourism, the Local Tourism and Convention Bureau grant program is the most successful of its kind in the nation. However, when it was established, the legislature capped the formula that dictated how much money would be available to local DMOs at $3 million. By 1986, it was clear that the formula was generating a significantly larger pool of revenue. Thus, we wanted the cap removed.

As the debate raged around the table, there were several voices that felt we didn't have the political capital to go up against the Illinois Hotel and Lodging Association. Those voices were reticent to enter into a political fight that we were destined to lose.

At some point in the discourse, I raised my hand for the first time and said, “who is the IHLA and why do we care?”

You could hear the gasps at my perceived gaffe circle throughout the room. The then-IHLA CEO, Arnie Karr, was a legend. Like I knew?

And then, something really fascinating happened. One of the voices in the room said, “hold on. He may be onto something. Have we asked Arnie if he would support removing the cap? And, even if he doesn't, do we believe he would actively oppose us?”

It's why I always encourage rookies on a Board to use their voice. Sometimes a sensationally uninformed question can result in a significant re-imagination of a situation. Most times, those questions only come from rookies.

In this case, ICCVB approached the IHLA, earned their endorsement and got the cap removed. I certainly don't take credit for the initiative…but I did get the ball rolling with a simple question.

30 Years

On this day, 30 years ago, I launched Zeitgeist Consulting (now known as DMOproz). I remember turning in my keys at what is now Destination Madison that morning and driving home, both excited and terrified. After being a CEO in 2 DMOs and suffering through several painfully convoluted Strategic Planning workshops, I felt I had something to offer my peers…but would this new venture survive?

A friend from my MBA days, with whom I have sadly lost touch, hooked me up with a consultant who consulted consultants (now, there’s a niche). He told me I'd survive my first year because my friends (like client #1 Spero Batistatos) would throw me “some bones.” He then said that year two would suck and test me to my core. And, if I was still standing in year three, I’d be OK.

It was actually year 5 before I could breathe.

But, in time, the DMO sector embraced me, the first consultancy that had, as its principal, someone who had actually served time as a DMO CEO and intended to work exclusively with DMOs. It is an honor that I don't take lightly. Thank you all.

On this afternoon, 30 years ago, I sat on my back deck, alone…with a tumbler of bourbon, a cigar and Bad English blowing through the speakers (amazing how some memories stick with you).

And here we are today. I think I’ll do the same.

Thank you all for blessing me with this incredible ride.

Now where is that Bad English CD?

Thanks for a Great Symposium

I'm late with this post...thanks to a nasty case of the VID that I contracted on my flight home from the Board Leadership for Destinations Symposium, staged the last few days of January. Oh yeah, I know exactly who infected me on the flight from ATL...and probably several of us in that section of the plane (more on that in a future missive).

But, I wanted to publicly thank so many for such a sensational event and experience. First, to our partners in this grand experiment, SearchWide Global's Mike Gamble and Cambria Jones, CFObyDesign's Julie Hart, Fired Up! Culture's Chris Ihrig and John Lambeth from Civitas. Three years ago, we jointly identified the growing imperative for DMO Board Leaders to benefit from the same learning and networking that was available to their CEOs and professional staff...and that did not exist. It does today...and, thank you, my friends, for making it a reality. You are, indeed, the Dream Team.

Thanks to Destinations International for endorsing the event and, once again, putting together a panel discussion featuring Mayors who get it. And thanks to Cassandra Matej, her Board and staff at Visit Orlando for being exceptional hosts. And, to the event staff at the Orlando Hyatt Regency...you simply rock. And thanks to our friend and MC, Irving's Maura Gast.

And one last note...there are very few professional speakers out there that cause me to take notice. Our Keynote from the Disney Institute, Scott Vedder is a rare exception...and you should consider him for your next event.

Our next Symposium returns to where it started...Irving TX on January 21-23, 2026. Save the dates if you want to be part of this sensational event. Registration won't open til Fall...but, you'll know when it does if you subscribe to the Z-News (you'll also get updated on new episodes of the DMOU Podcast).

Again, to our participants, presenters and supporters...I can't begin to say how grateful I am for your friendship and support. And for joining us on this ride.

Next Up on DMOU: Doug Price

One of the best parts of the annual Board Leadership for Destinations Symposium is the Roundtable sessions where Board members discuss issues with their peers from around North America, individuals with whom they rarely, if ever, have a chance to interface. Last year, Visit Colorado Springs CEO Doug Price and his Board Chair took that concept to the next level, visiting neighboring DMOs to continue the CEO/Chair conversations on a wide range of governance and funding topics. On this episode of DMOU, Doug shares that experience along with how his DMO spearheaded over $2 billion in new asset development…and how they are aggressively addressing mobility issues in their destination. Join us.

Whether to Hire an Expert

The island of Guam has struggled to rebound in the aftermath of the VID. After a series of rancorous Board meetings with copious finger pointing, the Guam Visitor Bureau CEO (and former Governor) resigned late last year. A search for his successor is in play.

Maybe it's just the nuance of the headline writer's choice of words...but "GVB Considers the need to hire an Expert" made me chuckle. And yet, the meat of the article exposes a difference of opinion within the Board regarding hiring an "expert" (of which it sounds like they don't think they have on the island) and whether that would cost too much. 

And apparently, Brad Dean, the former CEO of Discover Puerto Rico, was in the mix before he chose to step into the CEO role at Explore St. Louis earlier this month. One of the Board members said: “We lost the last guy because they offered a significantly higher (rate) than we're willing to offer. Now that's not everything, people in that type of position, they're also interested in the challenge and the guy GVB was talking to before, he had rescued Puerto Rico. He was even on the national tourism board. Imagine that that's how qualified he was. Puerto Rico had suffered tourism down to 25% of its prior market and he brought it up in a couple of years, so there's more than it was prior. And so he was in heavy demand and they were throwing much more. We offered a little less, but we said, 'look, Guam is such a big challenge - right up your forte, if you change Guam you will be declared the greatest tourism marketing person in history.' That motivates people."

I appreciate that some people will take less money for a challenge. But, I'm not exactly sure who declares anyone to be the greatest tourism marketing person in history and what, at the end of the day, that's worth.

Brad has already proven that he's on the short list of the best of the best, if such a list exists. And, he took the St. Louis challenge for more money.

As Richard Pryor said in Silver Streak, "pay the man."

That's Not Their Role

Over the holidays, I saw an op-ed piece that was meanderingly critical of the work of a region's Destination Marketing Organization. Not that awards prove efficacy, but the DMO in question was named Tourism Office of the Year a few years ago by the Southeast Tourism Society. So, I'm scratching my head at the author's motivation.

Regardless, there was a line in his screed that made me chuckle: "With so many inexperienced tourism marketing people serving on the (DMO) board, I hope they aren’t led into some unnecessary expenditures and marketing decisions that in the end won’t increase visitation to (the) County."

The last thing a DMO needs is a Board of "experienced tourism marketing people"...as they will consistently attempt to tinker with the work of the professionals who have been engaged to do the marketing. Inexperience in marketing is actually a good thing...because the best Boards aren't subject experts. They are influencers. They are liaisons with the community they serve. They are advocates and activists.

I know that for some, such a concept is counter-intuitive. But, trust me...after working with over 200 DMOs over the years, I know what works. And, so do my partners in the Board Leadership for Destinations Symposium. 

There's one slot left for this year's event, if you hurry.

Next on DMOU: Doug Small

On this week's edition of DMOU, we sit down with Experience Grand Rapids CEO Doug Small and talk about how his community continues to evolve, how his DMO has doubled down on their brand pillars…and how he takes his Board of Directors to travel trade shows so they can experience, first hand, what we do to bring business to our communities. And, a Bonus Round where we geek out on cooking and herbs. Join us.

Lunch is Not Enough

Had a great conversation the other day with Adam Stoker on his Destination Marketing Podcast in which we went deep into the malaise we both are sensing in some of the Destination Marketing and Leadership Boards with which we work. While there are a number of reasons behind this de-evolution, I've always maintained that what we do has gotten so sophisticated (and the expectations of DMOs so expansive) that virtually no one knows what we do.

For DMO Board members, that's unacceptable. And, on Adam's Podcast, I threw down the gauntlet and said the primary reason that today's Boards aren't as effective as they were a decade ago is due to lousy orientation programs. We can't expect our Boards to understand that their job is not to help design the marketing plan if they don't understand what we do. And an "orientation" conversation over lunch just doesn't cut it.

Thanks Adam...for the opportunity to get that off my chest. And, to announce that registration for the 3rd Annual Board Leadership for Destinations Symposium is now open. Hope to see some of you in Orlando!