Bill Geist's Zeitgeist

Good Day, Tater

If you enjoy the work of Ron White, you know the phrase. If not, just remove the "Tater."

This week, President Biden signed the omnibus spending package that includes the Restoring Brand USA Act, which provides $250 million in relief funding to the nation’s Destination Marketing Organization. It also allows the Department of Homeland Security to exempt returning H-2B workers from the statuary cap on H-2B visas and requires the State Department to create an action plan to address visa application wait times. All are desperately needed to bring our economy back.

It's been far too long since Congress and a President worked together on behalf of the industry that helps power the American economy.

It's a very Good Day. And one for which we all need to thank those in Congress that supported this effort.

They (Mostly) Like Us!

Yesterday, Longwoods International & Destinations International released the 2021 Resident Sentiment Study, revealing how both Americans and Canadians feel about aspects of the Travel and Tourism Industry.

We'll all take our own queues from the data. Our take is that the carnage wrought by COVID has slightly improved American attitudes regarding the importance of Tourism...but not nearly as much as one would have expected or desired. A bigger attitude shift comes when residents are asked if people who use Short Term Rentals can be disruptive to neighborhoods (i.e., is this segment of our industry beginning to wear out its welcome?).

You can learn more on these questions and more here. And, thanks to Longwoods and DI for the intel.

Circumventing Trepidation

Jake Steinman's TravelAbility Summit (which we featured on the DMOU Podcast in 2020) has pivoted to become the Emerging Markets Summit...and is scheduled for Orlando in June.

Within its most recent e-mail compilation of relevant content, Jake shared the "why" of the name (and content) change. When launched, the Summit's goal was to create a travel industry conference to educate travel organizations about how they can prepare for the emerging market of the 40% of Baby Boomers that self-identify as having a disability after they turn 65. But, over the past couple years, he recognized that his presentations on TravelAbility weren't getting the attendees that they should have. Perplexing, to say the least.

"Perhaps it’s the fear of saying the wrong thing, or the daunting prospect of being accessible for a range of disabilities or that people in the industry consider accessibility a training issue more appropriate for someone else in their organization," he mused. Which can also be said for how some approach conversations around Diversity, Equity and Inclusion as well as Sustainability. But, by combining all three topics under the "Emerging Markets" banner, maybe that trepidation can be mitigated.

You can learn more about this Summer's event here.

 

Riding Down a Dream

It was the Summer of 2014. DMOproz had just been selected by Virginia's Blue Ridge to develop a Tourism Master Plan for the region. In one of our earliest meetings, CEO Landon Howard shared that he thought that the region could be known as the Mountain Biking Capital of the East Coast. After an afternoon on a bike, a member of our onsite Assessment Team confirmed Landon's hunch, saying their trails were among the most rugged and scenic he'd ever ridden.

In the years that followed, Virginia's Blue Ridge worked with local biking interests to secure Silver certification from the International Mountain Biking Association. And last week came news that a woman's cycling team with their eyes on the Olympics in 2024 has selected the destination as its hub of operations and training center for the next three years. Through a sponsorship agreement with the DMO, the team has been renamed Virginia’s Blue Ridge Twenty24. Among the members is Jennifer Valente, who won gold and bronze in the 2021 Olympics. And, this isn't just a team that will be using the trails to prepare. They expect to host community rides and clinics so residents can get to know them and the sport.

Congratulations to Landon and the entire team at VBR. Well played and we couldn't be more thrilled.

Getting Past Ego of Place

For Destination Marketing Organizations, the heritage side of our product line is often a challenge. Museums and heritage sites are decreasingly valued by the consumers we court...and yet, we know that the compelling stories these assets tell differentiate us from other communities and celebrate our history and diversity. Adding on to this conundrum are often site managers that press DMOs to do more to promote these assets, as their livelihood depends on visitation. 

In our recent work with a destination, we interviewed a museum director (among scores of stakeholders) to determine his view on the efficacy of his DMO. Initially, he shrugged off the question, saying that destination marketing wasn't going to be the key to his future success. This museum, he said, isn't enough of a magnet to draw visitors to town.

And then, he nailed what he really needed. "I need people in this community to have enough pride of place that they invite their friends and relatives for a visit," he said. "Because if their friends and relatives come for a visit, their host will bring them to the museum."

Breathtakingly brilliant.

And, another reason why a DMO's work often starts at home...and not 50 miles away.

 

Preparing the Next Generation of Hospitality Professionals

In our work with Destination Marketing Organizations across the nation since that first glimmer of comeback hope over a year ago, there has been one word on virtually everybody's lips: Workforce.

Or, more accurately, the severe, debilitating lack of it. And, a hundred different ways we've pondered how to emerge on the other side full-staffed. But, the problem is so monumental and pervasive...where to start?

Alabama announced a bold plan last week at their annual Conference on Tourism: $1 million to prepare the next generation of hospitality professionals. The program will allow students to train online through the State's 24-campus two-year college system, making the program accessible to virtually all citizens 16 and older, according to State Tourism Director Lee Sentell.

Bravo 'Bama. Looking forward to your lead!

 

Sammy, the Tourism Ambassador

Often, destinations engage spokesmodels that may have a fan base, but their resonance with the destination is tenuous (Arnold for Madrid, Richard Gere for Indonesia and, most recently, Rebel Wilson for Fiji).

Then there are the ones that do make sense (Paul Hogan for Australia and Josh Duhamel for North Dakota).

But, with all due respect to Croc and Josh, this week's announcement of Sammy Hagar as the Tourism Ambassador for Los Cabos is simply brilliant (though, what took y'all so long?).

Sammy opened the now iconic Cabo Wabo Cantina in the Spring of 2000 and that investment absolutely transformed a community that didn't have paved roads 22 years ago. He built several multi-million dollar tasting businesses there and he plays his club several times a year, driving an insane influx of visitors hoping to catch his impromptu appearances.

Dude put Cabo on the map. Truth.

On this Music Friday, Cabo's new spokesman shows his bonafides from the club he's owned since the turn of the century. It's Mas Tequilla, babies!

Fresh Eyes

It's why DMOs hire us to "secret shop" their destinations. When you live in a place, you often become numb to its warts.

Our friend Brett Stawar (Port Aransas Tourism) recently went home for the holidays. He took a route into the destination that he typically didn't when he once headed the DMO there. And what to his wondering eyes appeared...but a serious fail in an embracing welcome to the destination (click image to enlarge).

It's the little things that we can catch that locals take for granted. Call us.

 

New Year's Resolutions

Day 4...how you doin'?

Recent research commissioned by West Virginia Tourism indicates that roughly half of New Year's Resolutions fail. But, there is much more behind that figure than meets the idea.

We had the chance to talk with West Virginia's Chelsea Ruby just before the holidays and she shared some amazing insights on the latest DMOU podcast. Join us.

A NYE Like No Other

Followers of this blog know that Terri and I love our New Year's Eves to be hot and sweaty on a rolling dance floor. But for another New Year's Eve...we'll be passing on our passion because of the plague.

But this year, there's something to actually look forward to for us that are electing to stay in. As we shared with you previously, the 50th edition of Dick Clark's New Year's Rockin' Eve will have its first countdown at 11E/8P live from San Juan, Puerto Rico...not too shabby a way to celebrate the city's 500th birthday. And, quite a coup for the team at Discover Puerto Rico.

Which is why I had to laugh when CNN announced earlier this month that they, too, would be counting down from Old San Juan tomorrow night.

Hey, you gotta love a two-fer, eh?

Should be fun...and we can't wait to see Puerto Rico on the world stage with these two international broadcasts.