Bill Geist's Zeitgeist

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!

Next Up on DMOU: Scott White

Each year on DMOU, we invite the new Chair of Destinations International to share their agenda for the upcoming year. On this episode, Visit Greater Palm Springs’ Scott White shares his goal of providing a higher level of engagement and mentorship to the generations entering the DMO sector…and talks about how his DMO is engaging members of his community to become part of the hospitality community with a pathway to senior management. And then, there is a Bonus Round Question that explores a fascinating love story. Join us.

A Belated Thank You

We're coming off the 2nd Annual Board Leadership for Destinations Symposium...and I've been remiss in sharing my sincere appreciation.

First, to our Consortium partners Searchwide Global, CFO by Design, Civitas, Fired Up! Culture and Maura Gast...you never cease to impress with the breadth of your knowledge and commitment to our sector.

To Don Welsh and Destinations International for sponsoring an exceptional panel discussion with the Mayors of Columbus, Little Rock and Phoenix. While many DMOs struggle to convince their elected leaders of the vital importance of Destination Marketing in the broader effort for communities to compete for talent and investment, these three (pictured) are the gold standard.

To Ron Price and his team at Visit Phoenix for rolling out the red carpet and securing media coach Kristy Siefkin to help Board Leaders better prepare for their interactions with the media.

And, to the over 40 DMO CEOs that entrusted your Board Leaders to our Consortium...thank you. And, we can't wait for next year (details coming soon).

New on DMOU: NYC's Fred Dixon

After a brief travel-induced hiatus, the DMOU Podcast is back with a wide-ranging conversation with New York City Tourism + Conventions' Fred Dixon. As Chair of Destinations International, Fred has laid out an ambitious agenda for his year including DEI and Accessibility, Global growth, Member sustainability and a renewed emphasis on meetings and business events. We discuss these topics and more...including a fascinating (and fun) story of how his DMO partnered with Taylor Swift.

Join us...and it's good to be back.

Thanks to the Tourism Teacher

The Tourism Teacher is a relatively new podcast, hosted by our friend Andi Jaspersen, that is targeted to the padawans in the Tourism and Destination Marketing space. Part of Adam Stoker's Destination Marketing Podcast Network, the podcast has just wrapped its first season and I was recently honored to share my take on DMO Board Governance.

What we do in Destination Marketing isn't easy to understand for those from the outside world. Welcoming new employees or interns (or new Board members) into your DMO? The Tourism Teacher is a great primer to get people up to speed...fast.

Thanks, Andi. I loved our conversation.