Bill Geist's Zeitgeist

DMOs as Storytellers

Last week, I was on a Zoom call with a DMO Board as we snugged up their updated Strategic Plan. And it was, to be sure, a one-off comment from one of the Board members...but it struck a nerve with me.

"Newspapers used to tell the story of our communities," they said. "They don't anymore...they just shine a light on our warts."

True 'dat. As newspapers fight for survival in the digital age, they have increasingly moved to covering the negative stories to score more clicks. The celebratory stories of community pride are sadly fewer and fewer in number.

Which got me to thinking. Destination Marketing Organizations, more than any other community agency, are in the "good news" business. And, in a time that we all need good news, is this a role that DMOs are designed to play in the months and years ahead?

A few years ago, we were working with a DMO that had a toxic relationship with its local paper. One of its reporters broke ranks and shared that their management was routinely killing good news stories to focus on bad news clicks. She offered to head up a good news digital paper to balance the community conversation. 

It never happened...but the concept has stuck with me. Does it resonate with you?

The Hits Keep on Coming

Since transitioning to Discover Puerto Rico for its Destination Marketing and leadership, the island, despite natural and man-made setbacks, has made significant progress in becoming a top-of-mind travel destination.

And, they've done it again. Last week, it was announced that the 50th edition of Dick Clark's New Year's Rockin' Eve will ring in its first Spanish-language countdown from San Juan's exciting new entertainment district.

Cheers to Brad Dean and his team for another transformative win.

Size is in the Eye of the Beholder

In my newsfeed this afternoon, I see a story on a proposed $1.3 billion entertainment, event, dining and retail project. I see a proposed $34 million sports complex in the Midwest. And, I see the largest of the three communities getting excited that a new Starbucks could help revitalize downtown.

Sometimes, it's the little things that mean the most.

It's About Control

The City Council of Duluth MN recently voted to redirect funding from its Destination Marketing Organization to an ad agency 150 miles away. For those of us that know how this game is played...that's beyond lunacy.

Across the bay, in Superior WI, the Mayor is advancing a notion that there should be a "Commission" that decides how Room Tax funds are deployed. Make no mistake, the City Council has had this responsibility for years. But this concept will put the decision in the hands of residents that are appointed to the Commission by the Mayor. Thus, the Mayor takes control of where the money goes, as his minions will do his bidding.

A telling quote from a story from Wisconsin NPR: "I think that's a very real desire to have some say in what these marketing campaigns look like and how much we spend on them," said Paine. "That's a power we don't have now." 

Power. Control. I get it. Cities collect the tax and they have a fiduciary responsibility to ensure it is invested wisely.

But, can someone tell me why a Mayor thinks he knows how Destination Marketing works? That he has spent time doing the work that we all do to build campaigns based on data? And that his minions have a clue as they decide how Room Taxes should be invested?

As the authors of "Race for Relevance" so clearly state, "these are part-time amateurs." Well meaning, well intentioned...but, they don't do this work for a living. But because they are elected, believe they know how this all works.

DMOs do. So why are these politicians so hell bent on wresting that talent away from the people that know it best?

I know, I know...because they can. Not because it's right.

The Challenge

Don't challenge us. That's the message from political leaders in Penticton BC.

There's a lot of weeds to traverse here...but, at the end of the day, hoteliers have apparently indicated they will not support an increase in the Room Tax if the increased revenues are not directed to the DMO.

The Mayor responded thus: "When I hear a threat that if we don't go along with what they want that there will be a chance that the accommodations will not go for that three per cent ... that puts the hair up on my back and I'm going to say no, darn it, you're not going to have your way just because."

Just because?

Sigh.

On Capping Municipal Investment in Destination Marketing

It doesn't appear likely to happen in an Alabama town...but a City Council member there recently suggested capping his City's investment in destination marketing. Such a suggestion has been floated before and Council has been sophisticated enough to dismiss the notion out of hand.

But, it keeps coming up. This time, the quote from the Council floor was, ""Tourism does a wonderful job, but I feel like there needs to be a cap there. There needs to be a place where we stop them from getting so much. I feel like $900,000 is a lot of money."

Yeah...did you just snort Diet Pepsi through your nose, too?

But, here's the thing. The cost of everything keeps going up. Capping income to a DMO (or any enterprise) means they'll be able to do less and less every year. And, as the competition only gets fiercer.

So, to the Councilman, I ask...whatever you're making now in your day job? Mind if we cap your income for the rest of your life? 

Just sayin...

New on DMOU: Steve Moore

The latest episode of the DMOU Podcast just dropped...and we were honored to have former Visit Phoenix CEO Steve Moore grace the microphone for a free-flowing conversation focusing on his 46 years in the DMO sector and his view on the future of destination development. From politics to leadership (and a fun Bonus Round question), this is an episode you won't want to miss.

The Next Round is Open

Earlier today, the U.S. Commerce Department unveiled how it will invest the $3 billion it was awarded in the Administration's American Rescue Plan. Within that pot of resources, $750 has been earmarked for "Travel, Tourism and Outdoor Recreation." That's the good news.

Far from bad news (but not ideal), Destination Marketing Organizations are, again, not specifically named among the eligible entities to apply for funds through the Economic Development Administration (I mean really, WTF?). However, smart DMOs that have built mutually beneficial relationships with their Economic Development Agencies and local and State governments should be on the horn this afternoon (tomorrow at the latest) to outline how these funds can be most appropriately invested. After all, who knows better what our destinations need than DMOs?

And, don't limit your recommendations to the Tourism Fund...the other 5 funds underneath the $3 billion umbrella can easily be imagined to assist our communities build back better within a tourism lens. Just because it doesn't say "Tourism" doesn't mean we can't also recommend joint-venture projects that bring back jobs or provide planning assistance for our communities.

DMOs that don't have a relationship that permits that phone call and meeting by week's end? This is the wake-up call that you need to build that relationship by year's end.

Ready. Set. Go.

20 Voices

Just back from Destinations International's live, in person Annual Convention in Baltimore. Over 800 gathered last week in the Charm City...and suffice to say, it was good to be back. And, Al Hutchinson and his team at Visit Baltimore were the consummate hosts.

We'll do a recap of our take-aways in the Z-News later this week. In the meantime, we roamed the halls and meeting rooms asking DMO pros what they did differently during COVID that they will keep post-pandemic. And, you can hear those conversations in the latest episode of the DMOU Podcast.

Enjoy.

The Future of Tourism > DEI

Honored to be interviewed (along with my friend Mike Gamble of SearchWide Global and Tourism Diversity Matters) by David Peacock on Simpleview's Future of Tourism podcast.

You can find the video here 

You can listen to the audio here.

It's an important conversation on the importance of Diversity, Equity and Inclusion in Destination Marketing.

Thanks David, for the opportunity and for all you do for our sector.