Bill Geist's Zeitgeist

You Wish Your Logo Was This Cool

Cool enough that people not paid by the Destination Marketing Organization are willing to tattoo that logo on their body? Yeah...a logo that cool.

Beside the story of a local runner that tattooed the new San Jose logo on his leg after completing his quest to run every street of the city, there are a couple things I really like about the process that culminated in the tattoo:

First, the logo has been out there for a couple years, slowly building steam, support and buy-in. There was no grand fanfare upon its launch...which served to avoid the small group of haters and know-it alls that exist in every destination from attacking the logo and making everyone second-guess themselves. As we've been telling clients for years, when you have a new brand or logo...tell no one.

It also works because it doesn't rely on wavy lines or colors or new age symbolism that need to be explained to be understood. It's just letters. Stylized letters, to be sure...but, like the new Chicago logo (which is one of the best we've seen in years), it makes a statement through font...not fancy.

Well played, San Jose. Well played.

 

When You Start Believing in Your Cleverness

One of my favorite "Dirty Harry" lines was, "a man's got to know his limitations." At the same time, one should also be fully aware of their strengths...but never to the point of self-deception.

Which certainly sounds like what happened to the Arizona State Senator that represents Sedona. As I read this piece over the weekend, another movie quote came to mind, as I could almost hear the Senator channeling Peter Pan: "Oh, the cleverness of me."

Far from having the whole backstory (or why he would pull such a Frank Underwood-style move), the politics surrounding Destination Marketing in Sedona have been far from productive over the past few years. From fears of over-tourism by some to the objection by others that the City simply "gives" money to the big bad Chamber of Commerce (it doesn't...it invests in its Destination Marketing program), there's been a lot of noise out there.

But honestly, in an age where there is always a digital footprint, how does a State Senator think he can get an investigation started against a Chamber in his own District by getting another Senator to introduce the complaint and then say he had nothing to do with it...when there are e-mails that prove that's exactly what he did?

So, I'll end with another quote. "(Bobby)...you got some 'splainin' to do."

Busted

It was around mid-day that I got an e-mail from a DMO pro that posed an interesting question regarding yesterday's post.

He said, you're talking to smaller destinations...but you're using larger city examples. Got any for us little guys?

Busted.

But, let's break this down. Nothing that the bigs do can't be replicated in a smaller community. People often claim money is the issue for not being able to do something...but money is never the issue if it's important enough to the community. If it's important, the money will always be found.

So, to my friend and his peers, let's start with that. Can you make the case to the City that a vibrant Nighttime Economy will spur economic and residential growth? Then, the City should invest revenue to make that happen. It is, after all, economic development. And, what City can argue with that?

But, I hear you. City leaders often aren't that sophisticated. Now what?

May I suggest that, if you're dedicating resources to content creation and industry partner relations, you're already halfway there. Because, if you already have boots on the ground, connecting with your nighttime economy is a simple adaptation of a work shift. As I said to my CEO friend, dedicate one day to working 2 to 10. Meet the people that are making the nighttime economy hum. Capture and post soundcheck from a band. Grab and post photos or videos from restaurant kitchens as they work their magic. The people who's job it is to know the destination should know it more than 8-5.

You've got this.

The Power of the Nighttime Economy

It's what encourages a drive visitor to stay the night and not head back home after whatever they came for (assuming it wasn't a nighttime experience). And yet, the magnet of music, theatre and comedy is missing in so many communities. In our work with destinations, we often survey community stakeholders as to what they think would move the needle for both enhanced livability and tourism growth. In second and third-tier cities, the answer is almost always "something to do when the sun goes down."

But how? How does a Destination Marketing Organization encourage business owners to take a chance and make an investment that may not pay off? And, as a DMO pro once said to me, "we don't have a relationship with those entrepreneurs because they're coming to work as we're heading home."

My smart ass answer, of course, was that he should spend at least one day a week working a 2 to 10pm shift in order to better understand (and build a relationship with the purveyors of) the nighttime economy.

That's what Chattanooga's Mary Howard Ade does as she connects the dots in Chattanooga's ascendant music scene.

And, the City of Vancouver is about to launch a one-year pilot program to hire a Music Advocate to attempt to mitigate the obstacles local performers face so that the music can flow and produce an even greater dent in the economy than its current $690 million, supporting 8,000 jobs in the city.

Just saying you support local music doesn't get the job done. Somebody has to own it. 

Chattanooga and Vancouver understand that fact.

Here's hoping many more cities see the light.

A Government Agency that Gets It

First off, what POS would report a 13-year-old kid for selling hot dogs in a neighborhood? As a true believer in karma, there's a special place waiting for that individual.

But, what happened next is pretty freaking cool.

According to the CNN story, Jaequan Faulkner had been cooking hot dogs outside his home in North Minneapolis to raise money for new clothes. The Minneapolis Department of Health got the call and, instead of shutting him down, worked with him to get a permit. As Minneapolis Environmental Health Director Dan Huff said. "Let's make this a positive thing and help him become a business owner."

So cool.

 

 

Without a Plan B

While the importance of the Visitor Economy and the work of Destination Marketing Organizations is becoming more and more understood...there are still those among us that haven't a clue. And, when they are also the very people that are elected to ensure the highest possible Quality of Life for residents, it can be a scary combination.

The City of Santa Clara has elected to cancel its contract with the Chamber/CVB at the end of the month, effectively putting 14 employees on waivers.

The City's Plan B? They apparently don't have one.

With hundreds of millions of visitor spending (and hundreds of jobs) on the line, wouldn't you think a City Council would have a plan to replace a DMO before cutting their current one loose? But, because most politicians aren't anything more than part-time amateurs at running cities, this is what you get.

Imagine if an audit came back raising concerns about the Fire Department. Think the Council would shut it down and then go on summer vacation without a plan forward?

Of course not.

The Possibility We Offer

Another Annual Convention of our industry trade association, Destinations International, is in the books...and, once again, we arrive back home filled with a sense of possibility.

Which is exactly what Opening Keynoter Abby Wambach said about our sector.

Remember last year when Willie Geist nailed what it is we do? Abby didn't disappoint.

Looking out at the audience as she once eyed goalies, she said, "You offer possibility to the world."

And, it is a world that so needs possibility.

Congratulations to the Destinations International Staff and Board for another week of inspired conversation, networking...and possibility.

We're already planning for next year.

The Tourism Slogan

Destination Marketers angst over logos and slogans.

We probably shouldn't. For every "Virginia's For Lovers," there are hundreds of slogans that litter the landscape like tissue paper.

Some destinations defy such applications. Conde Nast recently produced a sensational video of 60 people reciting their country's slogan...and about 10 that couldn't (which was just as interesting, if not more heartfelt).

As the world's Destination Marketers converge for their annual conference this week...this is about as cool as it gets.

Even for the countries that don't have slogans.

Reassessing the Problem at Hand

There's a famous quote attributed to George Burns that goes like this: "I don't have a drinking problem. I drink. I get drunk. I pass out. No problem."

Which reminds us that it's all in how someone views a situation.

Like Ken Harwood, who publishes an e-newsletter called Wisconsin Development News in which he links his subscribers to stories from around the State about (obviously) development issues. And, he often opines on the news...as he did last week when he linked to a story that America's Cheese Stockpile has just hit an all-time record at just under 1.4 billion pounds:

"World Hunger Statistics from the Food Aid Foundation suggest there are some 795 million people in the world who do not have enough food to lead a healthy active life. That`s about one in nine people on earth. The vast majority of the world`s hungry people live in developing countries, where 12.9 percent of the population is undernourished.

My math suggests that is about 1.74 lbs of cheese per hungry person. We DO NOT have a cheese surplus...we have a distribution problem. Time to step up and help those countries in need. (Financial aid) gets lost in translation -- cheese gets eaten."

True dat.

 

Looking for 50 New Residents

To be sure, Vermont is taking baby steps. But, it is a fascinating concept.

The Green Mountain State has a problem. Along with Maine and New Hampshire, they have the top three oldest populations in the country (median age: mid-40s). Clearly, they need to find a way to attract a younger demographic to ensure the State's long-term sustainability.

The Governor recently signed into law a pilot grant program that would pay people $10,000 to move to Vermont and work remotely for an out-of-state company. They've budgeted enough for 50 people to take the bait.

Which sounds overly cautious to us. We'd think it would take more than $500,000 to promote the program.

But, the State clearly has done their math. Assuming each person that takes the deal is in their 20s and stays a resident until they are 60, the anticipated total tax benefit (property, sales, fuel and income taxes) to the State on an annual $50,000 salary would be $500,000 per person.

That's $25 million...an ROI of 50:1 over a 30-year adoption of the State.

Hey, Vermont? With these kind of numbers...here's our suggestion: Spend a couple million promoting the program, increase the grant to $50,000, remove the artificial cap...and you're still golden.

Very.