Bill Geist's Zeitgeist

Next on DMOU: Brad Dean

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.

The Inevitable Arrival of Local DOGE

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.

Time to put on the foil.

And, don't be Paul Newman.

Really? Bad Bunny?

It's really more of an op ed piece than a news article...but it masquerades as the latter.

An Associate Professor of Political Science in the Center for Latin American Studies at the University of Florida recently suggested that the Bad Bunny brand may be more important than the work that record-breaking Discover Puerto Rico has done over the past 7 years.

The Associate Professor of Political Science (not Destination Marketing) kicks off his thesis by asking, "Why does it matter if a place has a brand anyway?"  which immediately disqualifies him from any further consideration. But, for fun, let's play along.

He pokes the insanely successful "Live Boricua" campaign because one of the ads portrayed a family that didn't look Puerto Rican. Dude, the ad wasn't designed for Puerto Ricans. It was designed to attract people who weren't Puerto Ricans. You are a political scientist, right? Would you design an ad to encourage people to vote a certain way utilizing imagery that wouldn't appeal to your target audience?

The author goes on to question, with no proof, whether Discover Puerto Rico has been successful, based on the organization's political challenges. Hey Carlos, are there more daily flights to the island since Discover Puerto Rico? Had Puerto Rico ever been featured on New Year's Rockin' Eve before Discover Puerto Rico? Are conventions, visitation and occupancy up since Discover Puerto Rico?

Yeah...that Puerto Rican politicians have been using Discover Puerto Rico as a punching bag? Of course. That's what Puerto Rican politicians do...even to the first Destination Marketing Organization that has left a significant mark on its economy.

The author suggests that the island's brand should be “Discover the Birthplace of Reggaetón.”

That may be important to you, Carlos...but the vast majority of the high value consumers Puerto Rico craves have no idea what Reggaetón or Bad Bunny are...nor care.

And, that is the first law of branding...connect with the target consumer's reality.

A Little Patience

In the community development and destination marketing ecosystem, when we see an opportunity, we can't wait to pounce.

But, as Axl Rose once sang, it often takes a little patience. Hell, look at Madison. Frank Lloyd Wright proposed Monona Terrace decades before I was born. His Cathedral Vision was realized some 60 years later.

A client DMO has been advancing a concept of a Room Tax increase for over 6 years; an increase that provides new, non-resident revenue for increased promotion and asset development. The County Board was all in on asset development...but they were fearful that voters would turn on them for increasing a tax. Never mind that it wasn't a tax on residents...they were more concerned about their political future than what was right for the community.

Well, 6 years later, they're mostly gone; died or no longer in office. And the new County Board is, as the CEO shared with me last week, "younger, understand tourism and are fans of what we do and understand our mission."

Sometimes you just have to wait the old guard power structure out.

Hang in there. You'll get there.

Politics DO Matter

It's not just Canadians who are pissed off and reversing plans to visit America (and buy American products). American are increasingly changing travel plans based on the politics of their own country.

Stunning research coming out of Longwoods International this morning indicates that 42% of those polled said that the political climate of destinations greatly impacts their travel decisions, up from 24% last September. You can find the full results here.

And, while not exactly a boycott, I get it. As I saw someone quoted in a story earlier this month, "Unless it's a funeral or a wedding, I'll never go there again."

Sigh...

Boycotts in an Era of Bluster

The President's recent salvo of intemperate comments about allies and enemies has resulted in a significant number of Canadians cancelling trips to America (and Canadian bars and restaurants removing American products from their menus).

Destinations International has been firm in its position that travel boycotts do little to change political policies while harming hospitality workers. 

But, this article from The Conversation gets to the heart of the current boycotting of America...it's the only action people possess to express outrage, regardless of how futile. And, it makes people feel good, if for but a moment.

I can argue that it's counterproductive...but I can't argue with the emotion.

Sadly.

Some Good News for A Change

With all the chaos surrounding us, it's heartening to see that the boneheaded experiment to abandon its DMO in Duluth has officially ended.

The writing has been on the wall since the new Mayor took office and Madden Media won the contract to lead the marketing of the community during the reconstitution of the DMO (if you're new to this saga, you can hear the backstory on the Destination Discourse podcast).

But, it became official Monday night, as the Duluth City Council voted unanimously to award a 5-year contract to Visit Duluth. And that will make it much easier for the DMO to secure its next CEO.

Great news for Duluth...and DMOs everywhere.

Thanks for a Great Symposium

I'm late with this post...thanks to a nasty case of the VID that I contracted on my flight home from the Board Leadership for Destinations Symposium, staged the last few days of January. Oh yeah, I know exactly who infected me on the flight from ATL...and probably several of us in that section of the plane (more on that in a future missive).

But, I wanted to publicly thank so many for such a sensational event and experience. First, to our partners in this grand experiment, SearchWide Global's Mike Gamble and Cambria Jones, CFObyDesign's Julie Hart, Fired Up! Culture's Chris Ihrig and John Lambeth from Civitas. Three years ago, we jointly identified the growing imperative for DMO Board Leaders to benefit from the same learning and networking that was available to their CEOs and professional staff...and that did not exist. It does today...and, thank you, my friends, for making it a reality. You are, indeed, the Dream Team.

Thanks to Destinations International for endorsing the event and, once again, putting together a panel discussion featuring Mayors who get it. And thanks to Cassandra Matej, her Board and staff at Visit Orlando for being exceptional hosts. And, to the event staff at the Orlando Hyatt Regency...you simply rock. And thanks to our friend and MC, Irving's Maura Gast.

And one last note...there are very few professional speakers out there that cause me to take notice. Our Keynote from the Disney Institute, Scott Vedder is a rare exception...and you should consider him for your next event.

Our next Symposium returns to where it started...Irving TX on January 21-23, 2026. Save the dates if you want to be part of this sensational event. Registration won't open til Fall...but, you'll know when it does if you subscribe to the Z-News (you'll also get updated on new episodes of the DMOU Podcast).

Again, to our participants, presenters and supporters...I can't begin to say how grateful I am for your friendship and support. And for joining us on this ride.

Here We Go Again

As the old saying goes,"Insanity is doing the same thing over and over again and expecting different results." And, the insanity is back...this time in Montana.

From the age-old case study in Colorado to Buffalo to Sedona and countless destinations in between, when revenues dedicated to destination marketing are slashed, revenues to the community declines. I don't care how cool a community is today (even with the Yellowstone Effect), it won't last without effective marketing. Case in point, I don't hear anybody talking about Sedona anymore.

A Senator in Montana is pushing a bill that would redirect the lion's share of the revenue from the State's lodging and rental car taxes into a property tax relief account. If successful, property owners in Montana could expect to see $437 in property tax assistance in 2026.

The hubris of the bill's sponsor (a builder of elegant multi-million homes by trade) however, is laughable: “Tourism is valuable. I get that. But tourism is also alive and well," he said after a hearing in which the measure was properly toasted last month. 

Tourism won't be "alive and well" if this bill passes. And, for $437 a year? Think of those hospitality workers living in apartments who will see no benefit (rents never go down) and could lose their jobs if tourism falters. Or the small business owners in the sponsor's hometown of Kila (pop. 440) that stand to lose thousands of dollars in sales.

As Explore Whitefish Executive Director Julie Mullins said, “While we understand the intent of this legislation to provide short-term property tax relief, we are deeply concerned about its long-term ramifications.” 

As are we all.

That's Not Gonna Happen

Catching up on the news from the holiday season when we were more focused on sharing good cheer.

Congress again averted a shutdown at the last minute (they so thrive on drama) last month...but Mitt Romney voted against the measure as a protest to how our government is run, calling it "absurd."

Mitt has also announced he will not run for re-election, saying it is time for a new generation of leaders.

Which is a fine aspiration...if all the new entrants into the field haven't already learned that the only way to get elected is swear allegiance to the tribe.

It's only gonna get worse without people like Mitt that exhibit a spine.