Bill Geist's Zeitgeist

The Value of Teams

Watching Princeton's incredible run to the Sweet Sixteen, I was taken by this commercial from Dick's.

It's more than Sports...it's Teams that power us forward.

Sticking with Gen Z

It's a conversation I've had with several HR Managers in the past year: Gen Z is stunningly whipsmart...but they are snowflakes, melting (or melting down) at the slightest criticism or re-direct. One HR pro told me recently that their firm was done tiptoeing around them, that it was depressing ROI and that older, more productive workers were quitting because Gen Z was impossible to work with.

And, it's not Gen Z's fault...it's ours for coddling them. Most don't know failure or defeat because we didn't allow them to experience that emotion...and many are now utterly incapable of accepting it.

I thought of those conversations when I saw this fascinating article on the future of Malls in Fast Company. America's small regional and local Malls are failing, littering our destinations with blighted parking lots and outdated structures.

A group of High School students were asked to ideate the next generation of Malls. Their initial recommendations were mostly cosmetic...and unceremoniously rejected by Mall ownership. Not unexpectedly, half the students quit the Team...but the story is about the ones who stayed.

The remaining students devised a plan with more radical ideas, focusing on features that they, as teenagers, would want to use. The students proposed using vacant stores in the Mall for experiential offerings, like virtual reality rooms and an immersive themed spa. Their second presentation to the mall was received more warmly. “Victory tastes sweeter after the heartache,” one of the Team said afterward.

Which, of course, got me to thinking. As Destination Marketing Organizations increasingly engage in product development or upgrades, our failed Malls are often our biggest eyesores and missed opportunities. Should we take a page from this playbook and convene our teens and Gen Zs to counsel the experts on what would bring them back to the Mall?

'Cause the rest of us have moved on.

Just a thought...

The Unseen Win in Hosting a Super Bowl

Collectively, the ads were among the worst in memory (what a waste of money). The Halftime show was over-produced (please...just let her sing). And the game was genuinely enjoyable for its drama and thrilling come-from-behind win (that is, if you aren't an Eagles fan).

But, all the conspicuous consumption that surrounds such a spectacle is not inconsequential. An estimated 2,000 tons of food waste was expected to be produced. Not good for the planet.

However, working with Denali, the City of Phoenix will capture that organic waste and produce compost that can be applied to the dry Arizona soil and help the City achieve its goal of making the Super Bowl and its ancillary events zero waste.

Very cool. And, just maybe, that will help with all those turf issues in future games.

Just a thought.

Better than Any Super Bowl Ad

Terri caught this in her feed the other day and it's too sensational not to share. It's Frito-Lay's homage to the World Cup pitting Payton Manning against David Beckham (with an assist from a host of soccer-related cameos) on whether to call the sport Soccer or Futball.

Yeah...it's Soccer.

Game Time is Money Time

For those of us that have worked in the Destination Marketing field in University towns with a high-end football fanbase, this is as second-nature as walking down the street. But, for many outside our world, they have no idea how much the time of kickoff dictates how business thrives (or suffers) on game-day weekends.

Great story from the Lincoln Journal Star on how an 11am kickoff produces a completely different result on area businesses than a 2:30 start, featuring our friend Derek Feyerherm from the Lincoln CVB.

And congratulations on a great Husker win last Saturday, my friend. 

The Jaw Drop Move

Many in the DMO space likely know of Jon Schmieder, Founder and CEO) of the Huddle Up Group, a sports consultancy with which we work from time to time, when the situation requires a broader synergy and vision. 

Jon posts a weekly newsletter called the "Monday Huddle Up" which deserves your subscription. But, if you're reticent because, like streaming services, you're already overwhelmed, at least take time for yesterday's post. It's one of his best.

And an awesome story.

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.

The Return of the USFL

Remember the USFL? A Spring Football League that was ultimately deep-sixed by a guy that eventually became President?

Well...it's back. And the Birmingham CVB has committed two million dollars to see that the entire season (every game) is played in their city.

Of course, they're taking some hits for the decision. But, let's break this investment down. The new league (which will play next Spring and is backed by Fox Sports) will launch with 8 teams and will play a 10-game schedule plus three playoff games.

Now, you can argue all you want about what percentage of the crowd will be local versus room night visitors or what the true economic spend will be versus the million dollar investment. However, Fox and the teams are expected to generate 50,000 Room Nights alone. Factor in ancillary spending and the impact on the Birmingham hospitality industry could easily top the DMO's investment.

But, even if you don't believe the estimates, next Spring, for 12 weeks, Fox Sports will be broadcasting from Birmingham every Saturday and Sunday (with a few Fridays and Mondays tossed in). 23 games will be televised...all with money shots of the destination sprinkled through each game coming in and out of commercial breaks.

23 three hour, content-rich commercials for Birmingham. 40 million viewers.

What other DMO can claim that kind of international visibility?

Nicely played, Birmingham.

The Ice Cream Bowl

It's been pretty common for the DMO CEOs of Super Bowl destinations to challenge each other to a bet with some of their iconic foods, drinks or swag on the line. But, a couple Big Ten DMOs have entered the fray in the "Ice Cream Bowl" challenge.

4th ranked Penn State travelled to Iowa City Saturday to take on 3rd ranked Iowa in a nationally televised Big 10 matchup. And the two DMOs agreed to a friendly bet.

If Penn State were to win the football game, Think Iowa City would send a gallon of Heyn's Ice Cream to Happy Valley. And if Iowa won, Think Iowa City would receive a gallon of ice cream from the Penn State Berkey Creamery.

“The sweet taste of victory will be even sweeter with some ice cream from Pennsylvania,” said Josh Schamberger, CEO of Think Iowa City.

A gallon of Penn State ice cream will be on its way...as Iowa came from behind to best Penn State 23-20.

And, the PR value for both destinations is priceless.

 

Solidifying Loyalty

You spent a boatload for season tickets and couldn't make a single game because of the 'VID. How does the team keep you close for future years?

Brand Strategist Gary Brandon posted this simply sensational move by the Pittsburgh Pirates last week on LinkedIn.

The cost? Virtually nothing, as they have scads of used balls laying around. So yeah...we're talking postage.

The value? A customer for life.

How can you emulate this move?