A lot of Destination Leadership Organizations produce videos to explain and reinforce the vital role they play in their communities. Most are fairly earnest, using facts, figures and logic to make their point. And, don't get me wrong, there are many that are impressively persuasive.
But, the latest "movie trailer" from Visit Dublin Ohio is masterful, mixing an over-the-top voice over and a superhero vibe that features the staff around town.
Love it! VD Rocks...
Oh wait, that came out wrong.
Sacramento is a city that had traditionally looked to meetings and conventions as its target market. But Visit Sacramento CEO Mike Testa saw that as a one-trick pony approach. In this conversation on the DMOU podcast, you’ll hear Mike’s take on building a leisure brand based on culinary excellence and major magnet events that have transformed Sacramento’s image as a government town to a fun town. It’s a very cool conversation. Join us.
Carl Ribaudo of SMG Consulting is one of the most prolific content generators in the Destination Marketing and Leadership space. In November, he kindly forwarded a copy of his new book, Strategy and Creativity Matter: Notes from the Road. I consumed the book over the holidays, highlighter in hand and vowed to myself that, after the first of the year, I'd write a review in this blog.
Alas, it's been six months, and maybe that gives you a sense of how insanely busy we've been here at the DMOproz compound this year. But I had a stray breather over the weekend and finally made good on my pledge to myself.
Strategy and Creativity Matter is a fascinating compilation of thoughts from a consultant, much like me, who believes that our sector is best served by the small consultancies… or, as he calls us, “craftsman.” And, that's how he goes about analyzing and commenting on destination marketing.
And, he doesn't waste any time setting the tone for the book. On page one, he says, “too many DMOs focus on implementing programs. I think more effort needs to be put into answering the fundamental question: how are you changing the playing field (not unlike Visit Myrtle Beach CMO Stuart Butler, who we featured last week on the DMOU podcast).
Carl believes Strategic Planning isn't an analytical exercise but instead an artistic experience, more organic than formulaic. And we definitely agree that strategy is “messy and intangible.”
As these are a collection of past email posts and writings, there is some repetition of thought throughout the book. But that's actually OK, as these are Carl's most important concepts.
Looking for a companion to Destination Leadership? Strategy and Creativity Matter by Carl Ribaudo is absolutely worth the read.
Thanks, Carl, for continuing to push us all forward…
In those early years, as with most of us starting out in consulting, there was the need to supplement a slow-to-establish client base with some side hustles. One of the first was becoming Destinations Wisconsin's first part-time director (and thank you for the buoy, my friends).
One of the ways that we were going to find the revenue to compensate me was to launch an annual conference, which, of course, infuriated the Secretary of Tourism (something I would find over the years would be my hallmark with most of the individuals running my State and International DMO Trade Associations). But, by placing it six months from the State Conference, we assured the Secretary it would not cannibalize his event...and the Wisconsin Fall Conference on Tourism continues as a success to this day.
Then, when the International Association of Convention & Visitors Bureaus announced they would be hosting their Annual Convention in Hong Kong in 1997, the late Bruce Riley McDaniel and the still very much alive former Director of the Fargo CVB Cole Carley decided there was simply no way many Midwest DMOs could justify a trip to Hong Kong...so they called me to see if I would run a local version of the convention that fall, providing professional development for the rest of us. I agreed, again thankful for the work.
It was to be a one-off...but it proved so insanely successful that it too continues to this day. And, was a constant burr under the saddle of every CEO of the organization today known as Destinations International (until the arrival of Don Welsh, who embraced the event). Kinda reminds me of that Motley Crue song.
That they have lasted over 25 years, I look back at those two conferences with a profound sense of pride. But, I do ponder their future. Are conferences like this still relevant? Do they need to evolve? Or, are we fine...as Destinations International is reporting a record pace of registrations for this year's Annual Convention in Chicago.
I guess the next generation of DMO pros will decide the next chapter of all of them.
As we continue through memory lane in this 30th Anniversary of DMOProz...Early in my immersion into Madison, I was churnin' and burnin', I was taking every meeting I could to understand my new community. It got so frenetic that I sometimes had no idea with whom I was meeting.
Within the first few weeks in town, I was summoned to a meeting with two individuals that I knew held some prominence in the community....but I wasn't briefed on their identities. Turns out, these two had founded our Destination Marketing Organization in the early 80s.
It was an interesting lunch, to be sure. These two elder statesmen were trying to deter this young buck from moving the DMO into the Chamber building (which wasn't my idea...but I was there to defend the concept). I pushed back, extolling the advantages of having 5 community development agencies under one roof, collaborating when appropriate, but never merging (which was their fear).
At the close of our lunch, I felt we had reached detente.
And then, the next day, I get a call from the son of one of my lunch partners saying, "what the hell did you say to my dad?"
Startled, I responded that I had simply explained our plan forward to move to the Chamber building and why it made sense.
And he responded, "I don't know what you did...but he loves you."
Because I unknowingly pushed back on Augie Faulkner...an icon of Madison's business community.
Because I had no idea who he was.
Because, if I did...I probably would have caved.
Sometimes going in blind works to your advantage.
So, those earliest of days with the Kankakee County CVB? Hey, I was coming in from radio. I may have understood marketing… but I clearly didn't understand destination marketing.
So, I was all too eager to attend meetings of what was then called the Illinois Council of Convention and Visitor Bureaus and learn from those who had been doing it successfully. I still remember driving to my first meeting in Elgin one afternoon and meeting my new peers from around the state. I didn't understand the language of the business and sat through the three hour meeting absolutely bewildered.
But there were two people there that spoke with such conviction and eloquence about where we all needed to train our attention that I said to myself, “these are the people that will be my mentors. These are the individuals to which I will hook my star.”
One was Destination International Hall of Famer Wendy Perks Fisher, the founder and former Director of the Rockford Area Convention and Visitors Bureau. Her passion and confidence inspired me. It made me believe this new career path was exactly where I was supposed to be.
Imagine my surprise when I realized, years later, that this oracle had been in her position only six months longer than I. The same was pretty much true for Tom Rivera, founder and former director of the Woodfield CVB.
And yet, their combined vision of what a Destination Marketing Organization could be and would become helped guide my understanding well beyond the “heads and beds” mantra that was being extolled by most.
A funny side story, Wendy hired my young consulting firm almost every year from our inception… but never for what we originally set out to be (a strategic planning company). As she was preparing to retire, I asked her, “why have you never hired us for strategic planning?” She smiled and said, “I wanna help you grow beyond that.”
That is so Wendy.
And thank you both.
On this day, 30 years ago, I launched Zeitgeist Consulting (now known as DMOproz). I remember turning in my keys at what is now Destination Madison that morning and driving home, both excited and terrified. After being a CEO in 2 DMOs and suffering through several painfully convoluted Strategic Planning workshops, I felt I had something to offer my peers…but would this new venture survive?
A friend from my MBA days, with whom I have sadly lost touch, hooked me up with a consultant who consulted consultants (now, there’s a niche). He told me I'd survive my first year because my friends (like client #1 Spero Batistatos) would throw me “some bones.” He then said that year two would suck and test me to my core. And, if I was still standing in year three, I’d be OK.
It was actually year 5 before I could breathe.
But, in time, the DMO sector embraced me, the first consultancy that had, as its principal, someone who had actually served time as a DMO CEO and intended to work exclusively with DMOs. It is an honor that I don't take lightly. Thank you all.
On this afternoon, 30 years ago, I sat on my back deck, alone…with a tumbler of bourbon, a cigar and Bad English blowing through the speakers (amazing how some memories stick with you).
And here we are today. I think I’ll do the same.
Thank you all for blessing me with this incredible ride.
Now where is that Bad English CD?
On this edition of DMOU, we welcome the inimitable Brad Dean back to the microphone to talk about how a CFO morphed into one of the most highly regarded Destination Leaders in the Americas. We discuss his time in Myrtle Beach and heading the insanely successful start-up of Discover Puerto Rico. And, we delve into his recent decision to transition to lead Explore St. Louis, where we have no doubt he’ll work his magic for a third time. Oh yeah, and a Bonus round in which he shares his experiences with Drake, Dale and Uma. Join us.
A number of us saw this coming a mile away. I chose not to raise the alarm until it could be documented because I didn't want to give the peanut gallery the idea. But, now that Florida legislators have taken the bait, here we are.
The whole concept behind DOGE is to slash and burn anything that "looks" like waste. And, several of us knew the federal effort would ultimately trickle down to local officials wanting to emulate the swagger of the current administration.
And, of course, it's Florida. A State so confident of itself that it believes tourism marketing is superfluous (even as its inbound international visitation craters). Two bills are in play in Tallahassee that would gut local Destination Marketing in the soon to be Sunless State. One is designed to eliminate Tourism Development Councils, which are vital in delivering Room Tax to DMOs and Destination development enhancements. The other would allow Room Tax to be used for pretty much anything, ostensibly as a means to reduce property taxes.
Not to be an "I told you so," but remember when I said they were coming for us in the Great Debates?
If it's happening in Florida...it's around the corner for all of us.
And, don't be Paul Newman.
We’ve shared the DMOU mic with some pretty big DMOs (Boston, Detroit, New York City, Puerto Rico, etc.). But sometimes, it’s the smallest DMOs that share truths from which we can all learn. Jim Zaleski has worked in major markets and with major brands in his career…and today, he heads the DMO in Labette County KS, based in a town of 10,000 people. And, yet…in this fascinating episode, Jim shares how he runs his small town DMO like a million dollar operation. Cool concepts for big and small destinations…and everyone in between. Join us.
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