Bill Geist's Zeitgeist

How Do You Like Me Now?

They say that crisis brings out the best in so many of us. And, the stories emerging from communities across the country about how Destination Marketing Organizations pivoted on a dime when they realized what was about to descend upon the hospitality community are as heartwarming as they are expected.

Most Americans are just now beginning to understand the importance and fragility of a sector of the economy they always took for granted.  To be sure, airlines and hotels were impacted briefly after 9/11. But, most other facets of the hospitality industry felt no more than a speed bump...because residents were there to continue eating out in restaurants, meeting co-workers after work at the local watering hole and seeing music, theatre and comedy with friends. Indeed, after the initial shock of 9/11 that had us all glued to our televisions, we needed to go out and be with others.

And, in this crisis, we can't.

Never one to say "I told you so," there is the slightest satisfaction that the recent flirtation some communities have had with shopping their DMO contract out to ad agencies should likely now come to an end.  In a recent interview, the Chairman of the Board of Visit Stillwater OK (which last year went through just such an RFP process) was asked what the DMO was doing during the pandemic:  

"We have transitioned our focus from marketing to visitors to communicating to residents to better support our local business partners. Our staff has called almost 200 local businesses to promote their hours of operation, delivery, pick-up or curb-side services, online shopping options and the availability of gift cards. They continue to update the information on our website and social media throughout each day since things are continually changing. Staff has also recently added a coloring contest for kids and adults online, as well as incorporated virtual tours featuring many of our local museums, attractions and restaurants. These 360-degree images will give our residents something to look forward to and visitors' incentive to visit when traveling again."

I'm pretty sure no ad agency could ever do that.

Well done, Visit Stillwater...and all the other DMOs that know that we are the only agency in our communities prepared for days like these for our destination partners.

It's Happening

As we talked with American hotel and resort operators over the past couple weeks, we heard a pretty steady refrain..."no group cancellations, yet." Even yesterday morning's edition of Skift reported that only 1 in 10 travelers have changed their plans due to fears over COVID-19.

That all ended yesterday, as reports from Nashville, San Jose, Anaheim, Miami and others began to trickle out that a handful of U.S. conventions have canceled or been postponed.

And, that the media is on these stories...it's bound to get worse.

In response, Destinations International yesterday launched a special page on their website to serve as an information hub for DMO pros to share factual data about the growing crisis. 

Hang on...

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.

Ummm, That's Not What She Said

The penchant for reporters with an agenda to read into interviewee comments to come up with a story that will become click-bait is a sad commentary on how the media can no longer be trusted to tell the truth. 

It happened last week in Michigan when a reporter suggested that not everyone in the tourism industry thought the elimination of the Pure Michigan campaign was a bad thing. First, let's get one thing clear, Gary...everyone in the Michigan Tourism industry thinks this is a bad idea. A very bad idea. A very bad, who the hell doesn't have the brains to understand how bad this idea is. This is going to sting, a lot. The only silver lining will be that we'll all get a fresher case study of the hurt this is gonna cause than the Colorado case study from the '90s when they did the same thing, with disastrous results.

So, how did Gary come up with the idea that some people in Michigan Tourism didn't think it was a bad idea? He interviewed someone that did what we all do in bad situations...make lemonade. She said that the loss of the program, "allows us the chance to be creative with our digital marketing."

Tell me...where in that sentence does one come up with that EVERYONE in Michigan's Tourism Industry isn't bracing for a Terrible, Horrible, No Good, Very Bad Year?

Yeah...nowhere. And, yet this story got picked up by a bunch of other outlets across the country because of its counter-intuitive headline.

Sigh.

 

Forward Thinking

Most Destination Marketing Organizations maintain an "About Us" page on their websites. For many, it's a fairly obligatory nod to the organization's mission and purpose as the "official" destination marketing organization for the region.

My guess is that most prospective visitors couldn't care less...but residents should. And, that's why this page, despite its lack of hits, should boast more than obligatory language. Like Frankenmuth MI's DMO:

"The future of Frankenmuth depends on the Frankenmuth Chamber of Commerce and CVB taking the responsibility to help foster creative, sustainable and innovative ideas. This requires the Chamber and CVB to be sensitive to the changing needs of member businesses, act on signals regarding the health of the business climate and communicating this knowledge in a fair and effective manner for sound decision making."

As we know through Destinations International's "Lexicon" brief, words matter. The future depends. Taking the responsibility. Creative, sustainable and innovative. Sensitive. Act. Communicate. Fair.

I may be one of only a handful that ever views this page...but count me impressed.

 

He's Baaack

Actually, he never went away. While Richard Corcoran is no longer Florida's Speaker of the House (he's now the State Education Commissioner), he still has it out for Destination Marketing Organizations.

He filed suit against Tampa for enacting what is typically referred to as a Tourism Improvement District assessment, a fee added to the bill on a hotel room to be used for marketing and community enhancement programs. Last week, a judge struck down the ordinance on grounds that it violated State law.

Cloaking his cause in the robe of "taxpayer relief," Corcoran has once again shown how sadly misunderstood Destination Marketing is in enhancing Quality of Place and Life for residents. 

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.

Tourism is the First Date

Since Longwoods International's "Halo Effect" study, we've been telling clients and audiences that "Tourism is the First Date for Economic Development."

That concept played out last week in an op-ed piece from the Mayor of Kankakee IL, the town of my youth and first DMO post. For the past 18 years, a contiguous "suburb" has played host to the Chicago Bears Football Club's annual Summer Training Camp. With sensational new facilities at Halas Hall, the Bears recently announced that, after over five decades of Summer Camp in Bourbonnais IL, Platteville WI and Rensselaer IN, they're headed home.

Of course, this move will put a dent into the region's July tourism business...but, I've not seen any shade thrown online, which is pretty classy from my first hometown.

Instead, check out this excerpt from the Mayor of Kankakee in the local newspaper's "Voice of the People:"

"During last summer’s camp, I met several developers who traveled to the area for a familiarization event hosted by the CVB in partnership with the Economic Alliance of Kankakee County. It was during this event that I met a developer who has since visited the city of Kankakee four times, has hosted the city’s team in Chicago, Racine and Milwaukee to view projects and who is returning to the area next month with interest in investing millions of dollars, not only in the city of Kankakee but, throughout Kankakee County. That was part of the magic of Chicago Bears Training Camp, but most importantly, the hard work of our CVB."

And, not unlike the hokey pokey, that's what it's all about.

Quotes That Make You Shake Your Head

Solvang CA was one of a handful of communities that severed their contract with their Destination Marketing Organization last year...without a Plan B.

The City seems to have figured out its path forward and, upon executing an agreement with a firm to provide some services, looks to move on from talking tourism.

According to the Santa Maria Times, “I want to come to these meetings and talk about water and quality of life and sewers and things like that and I’m really done talking about tourism,” said Mayor Pro Tem Robert Clarke.

With all due respect, you've just learned how important tourism is, if you've been talking about it for six months. Just as important as the things you think you should be talking about.

Just saying....

 

Trends for 2020

It's the time of year where we are (and have been) bombarded by predictions of what the new decade will bring. But, so many are from pundits...and not the people directly on the front line.

Which is why I was thrilled to see these predictions from Sonoma Valley's Tim Zahner...ranging from Cannabis to Community Engagement.

Enjoy (and consider)...as you set your sights on 2020.