Bill Geist's Zeitgeist

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.

Serendipitous Crossings on the Way to Baltimore

Last week, the DMOproz sphere and the Simpleview universe criss-crossed as Searchwide Global's Mike Gamble and I were guests on Simpleview's The Future of Tourism podcast, hosted by the inimitable David Peacock. At the same time, we dropped our conversation with Shimo on the DMOU podcast, discussing Simpleview's sensational upgrades to the MINT+ database of meetings, conventions and events.

And then, there was this: Simpleview's State of SEO Report, chock full of fascinating morsels like 45% of all DMOs are using "Visit" in their URLs ("Experience" is the next most common...under 5%). Or, that the top spot in search doesn't necessarily translate into the most click-throughs. Or that more DMO searches occur through Safari than any other browser (really). It's like an MBA on SEO.

Good stuff all. And, all free for the inquisitive.

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.

DMOU: Getting LGBTQ+ Right

Authentic. It's the word we often hear when Destination Marketers attempt to develop messaging for consumers. But when reaching out to a market that doesn't look or live like you, achieving authentic is often elusive. Last month, HospitableMe's Billy Kolber and Kenny Porpora joined me on the DMOU Podcast to break down how DMO pros should approach the LGBTQ+ market. From working with the local community to determine whether your destination is ready to designing and executing authentic messaging, this is a conversation you won't want to miss. Plus, they revealed details on their new Master Class, with a discount for DMOU listeners that expires at midnight tonight.

Check it out!

Rough Seas Ahead

On the DMOU podcast, we've talked with DMO CEOs about creating sensational culture within their organizations. Pre-Plague, Anchorage's Julie Saupe said that she didn't want to risk her culture by allowing remote work. Sounds quaint now...but it made tons of sense then.

South Shore's Spero Batistatos built culture by creating a daycare in his office for staff with newborns. And, mid-Plague, Fired Up's Tammy Blount shared her thoughts on maintaining culture through a crisis.

Friends...it's about to get a whole lot tougher. Slack recently surveyed 10,000 knowledge workers...and the numbers are scary (tip of the hat to Fortune's CEO Daily for these chilling stats:

—76% of those surveyed want flexibility on where they work.
—93% want flexibility on when they work.
—56% are open to new job opportunities that may provide them more flexibility.
—21% are likely to jump ship in order to get that flexibility.
—Flexibility is second only to compensation in the factors leading people to change jobs.
—Black, Hispanic and Asian-American workers are more desirous of flexibility, and far more open to changing jobs to achieve it.

And, as most non-profit DMOs pay below private sector market rate and we, as a sector, are desperate to diversify our offices, this isn't good news.

But, as DMOs did last Spring, we'll figure a path through this new reality.

New on DMOU: Getting LGBTQ+ Right

Just up in the DMOU vault is an insightful conversation with our friends Billy Kolber and Kenny Porpora of HospitableMe into the world of LGBTQ+ travel. From ensuring that your community is ready...to hitting all the notes perfectly in your messaging, this podcast is for any DMO pro that recognizes the opportunity to welcome a vibrant and growing market to your community.

You'll also hear about their new Master Class...and score a DMOU / DMOproz discount code, just for listening. And, yeah...their Bonus Round questions are pretty fun, too.

Join us.

Prime Visibility

On an episode of the DMOU podcast, Visit Nashville's Butch Spyridon quipped that he never thought he'd be a film producer. But, with last year's release of the sensational "It All Begins with a Song," he did.

I'm guessing Visit St. Pete/Clearwater's Steve Hayes could say the same thing after "Life's Rewards" premiered on Amazon Prime last week. A story of a guy who loses everything (except his billions of hotel points), the series is shot on location at the Don CeSar hotel on St. Pete Beach (TripAdvisor's 2001 Best American Beach).

The first DMO-produced TV series designed to stream on a major platform, "Life's Rewards" is a joint project by Visit St. Pete Clearwater, the St. Pete Clearwater Film Commission and Visit Florida and stars Sebastian Rocha. You can check out the trailer here.

Gotta love it!

Adding Resident Acquisition to the Job

Yesterday, we shared how Destination Cleveland was capitalizing on its hosting, beginning tomorrow, of the NFL Draft. But, they've taken it so much further.

A couple years ago, the South Shore CVA spearheaded a campaign targeting residents of Chicago's suburbs to consider jumping the State line and move to Indiana. South Shore CVA CEO Spero Batistatos shared the story on an episode of the DMOU podcast, which is worth a listen.

David Gilbert and his intrepid crew at Destination Cleveland are taking advantage of this week's Draft to also expand their role in Destination Marketing to include future residents. The DMO is leading a "Cleveland Wants to Draft You" campaign to show people why Cleveland is more than a great visitor destination...but also a great place to live.

As we've said before (and we'll say again), the future of DMOs will be to become the community's marketing agency, targeting everybody for every reason.

Well done, Destination Cleveland.

36 Minutes of Inspiration We Need

For Destination Marketing pros, saying that this last year sucked is like saying that the February ice storm in Texas was a cold snap. But, imagine being in Puerto Rico. Double-slammed by two hurricanes, a President that shamefully refused to release disaster aid, then Zika, three weeks of earthquakes, political upheavals and a fiscal crisis. And then, one of the most aggressive responses to the plague in the nation. Yeah...you simply do not get to bitch about the virus.

You want 36 minutes of pure inspiration? The Simpleview Future of Tourism Podcast (hosted by our friend David Peacock) featuring Discover Puerto Rico CEO Brad Dean dropped yesterday...and I dare anyone to say these 36 minutes aren't the other shot you need in your arm.

Yeah, he kindly drops my name. But really...it's a sensational conversation with two of the brightest voices in our sphere. Treat yourself.

This is How it's Done

Last week, Visit Savannah CEO Joe Marinelli joined us on the DMOU podcast to discuss, among other topics, their highly successful "Savannah Safe" Pledge, one of the first COVID-era responsibility promise programs in the nation. And, he shared that his Team was planning to refresh the campaign for St. Patrick's Day, Spring Break and Mother's Day.

Yesterday, we sadly reported how Spring Break went so wrong in Miami Beach over the weekend. But so far, that seems to be a fairly isolated occurence.

This Spring, over on the Gulf Coast, Visit St. Pete-Clearwater (like all beach and resort destinations) faced a dilemma. Up until now, it had been difficult for communities to pin previous viral spikes on the DMO. Those occurred because people ignored exhortations to avoid Thanksgiving and the Winter Holidays. But, Spring Break? In destinations that have grown weary of bad behavior in their communities, associated with Spring Break revelers, DMOs often get the stink-eye as being at least somewhat responsible.

Beyond all that, educating today's visitors to the expectations of a community is becoming more and more important for DMOs. To do that, Steve Hayes and his crew at Visit St. Pete-Clearwater created the "Rise to Shine" program, sweetened by a sweepstakes: "When you travel in St. Pete/Clearwater, we ask that you do so responsibly. Sign the Rise to Shine Pledge to mask up, spread out and wash hands - and be entered for a chance to win the Ultimate Beach Getaway, including airfare, beachfront accommodations and a private beach cabana!"

To date, over 25,500 have taken the Pledge. And, Visit St. Pete-Clearwater isn't done there, as staff is roaming the destination passing out $25 gift cards when they see Spring Breakers following protocols.

Very very smart.