Bill Geist's Zeitgeist

Next on DMOU: Altoona's Mark Ickes

One doesn't necessarily need millions of dollars to develop significant relevance and impact in a small market destination. On this episode of DMOU, Explore Altoona's Mark Ickes shares how his team connects with his community at every level, building support and appreciation for the work they do. And, while far from being ready to hang up his skates, Mark shares his dream job for his retirement years in the Bonus Round. Join us.

It's in the Words

When someone with an agenda gets to write the survey questions, the results are often dubious. That's what has happened in Durango for the past couple years as the County has surveyed residents on their opinions regarding the investment of Room Tax revenue. And, as expected, the vast majority 0f respondents agree that at least some o0f those revenues should go somewhere else.

According to the Durango Herald: The survey question informed respondents that the lodgers tax revenues are used “for advertising and marketing for tourism,” and asked whether they would support “shifting more funds … to other purposes related to the impacts of tourism, such as housing and childcare for the tourism-related workforce, including seasonal workers, and for other workers in the community, with less funding for tourism marketing.”

But, as Visit Durango's Rachel Brown counters, the set-up for the question is all wrong. As we featured on our conversation with her on DMOU, Visit Durango's program of work is far more than "advertising and marketing," easy marks for any community dealing with concerns about congestion. Indeed, Visit Durango's work in sustainability and stewardship is among the best in the country.

But, somebody with an agenda wrote a survey question that makes the DMO look out of touch. Here's to the Herald for attempting to balance the conversation.

The Long Slow Death of Local News

When 2500 Pittsburgh and Philadelphia residents were recently offered free subscriptions to their local newspapers...44 responded.

Yeah...that's <2%.

Researchers are suggesting a number of reasons, including a mistrust of local news by those on the other side of a newspaper's editorial lean. But that should still mean that roughly 50% should have taken the offer.

I think it's because we've been programmed to believe free = a catch (as I opined in the last edition of the Z-News).

Just sayin....

 

Using the Right Language

Had the honor of keynoting the Tennessee Blizzard Tourism Conference last week (and yes, it snowed). I also had the pleasure of hanging with Tourism Commissioner Mark Ezell after his dinner presentation, in which he shared a fascinating story.

When he began working with his legislature on expanding the Tennessee Tourism program, he was using industry research numbers to explain the sheer magnitude of the impact of the travel and hospitality sectors on the State's economy. He was told that the numbers weren't believable because they came from the industry (and, of course they'd be glowing).

Which got Mark to thinking. If the Legislators didn't believe industry research (which, it turns out, was actually very accurate), who would they believe?

Turns out, they believe their own Department of Revenue. And, through tracking a select number of tourism-specific NAICS Codes, Mark was able to come up with a number that was both believable and eye-popping that Legislators would believe.

And then, had an oversized check produced to drive the concept home.

Brilliant.

Me Thinks That's a Reach

Stumbled upon a fascinating "study" from the University of Buffalo that claims that, in communities where local newspapers go under, non-profit executive pay soars. Indeed, the sub-head from the University's News Service reads, "Study highlights the important role local papers play in monitoring nonprofits."

I guess I didn't realize that non-profits were such threats that they needed consistent media "monitoring." I would have thought the media should be paying attention to, I don't know, politicians and monopolies?

While non-profit executive pay may well be increasing...I have a hard time connecting those increases to a lack of media scrutiny. Never in my 25+ years of almost weekly interactions with non-profit Boards have I ever heard someone say that because the media has folded or isn't paying attention that it's time to jack the CEO's salary.

Instead, the authors of this hit piece have clearly misunderstood the role of non-profits in American society and how much they enhance the Quality of Life and livability in our communities. That those CEOs have been historically underpaid became painfully clear during the Plague when it was non-profits (not the private sector) that stepped up to ensure their communities survived. 

We need the best and the brightest leading our non-profits. And that won't happen if we pay them $60,000/year because many of the best and the brightest will opt for the private sector.

Most non-profit executives deserve to be competitively compensated, as they are critical to our collective quality of life. One of the authors of the report stated, “Donors and volunteers expect their contributions to go to the execution of the nonprofits’ mission, rather than leadership salaries." Yeah...but if you hire the village idiot to run the non-profit because those with the talent to sensationally execute that mission won't work for the peanuts that non-profits have been offering? What then will the donors think?

Are the authors looking for a new scapegoat to stoke class warfare? Because this is the wrong fight.

Next Up on DMOU: Leah Chandler

Over the past 5 years, observers of Puerto Rico Tourism’s comeback from hurricanes, earthquakes, Zika, the Pandemic and political turmoil have marveled at the brilliant efforts of Discover Puerto Rico in guiding that renaissance. On our latest episode, CMO Leah Chandler shares the remarkable story of a start-up DMO that took its time to understand its existing brand awareness, and then strategically built out a series of initiatives and promotions that have resulted in five years of record growth to the island. Treat yourself to a masterclass in how to execute a magnificent destination marketing plan.

Another Role for DMOs

I can't remember when I began to evolve the concept that DMOs should be a community's marketing agency for every potential consumer for every possible reason (not just Tourism). Mid 90s?

Our 2020 position paper solidified our position on the topic...but this recent study has expanded our view even further.

Government needs Gen Z employees, stat. But, Gen Z can often find more lucrative contracts in the private sector...and working in a governmental environment isn't necessarily appealing to many in the cohort.

Thus, government needs to do a better job marketing to Gen Z. But, Government isn't typically known for its prowess in marketing.

Its DMO is.

Just another reason that government needs to broaden its contract for DMO services beyond visitor acquisition to talent acquisition.

And most DMOs are here and ready. Just sayin'

New on DMOU: PCMA's Sherrif Karamat on AI

PCMA CEO Sherrif Karamat is one of the deepest thinkers in the business events space on the planet. And, not unlike those old EF Hutton commercials, when Sherrif talks, I listen. So, when he said that DMOs were falling behind his members in the adoption of AI at Destinations International’s Annual Conference this summer, that was more than enough to earn an invitation to DMOU. Join us for a fascinating discussion of how he believes AI can reduce the mundane and better connect us to our clients…and where Sherrif believes the future of DMOs lies.

It's just one of over 120 powerful conversations you'll find in the DMOU Vault.

The Sheer Waste

As this nation shifts to hybrid and electric cars, we're buying less gas. While that is good news for the environment, that's bad news for State budgets that depend upon taxes on gasoline to pay for road work and balance their budgets.

According to this article from The Bridge, the State of Michigan is contemplating whether to switch from gas consumed to miles driven as a way to extract revenue from motorists...and they're planning to survey 20,000 Michiganders on their opinions on the matter.

For $5 million. Yes...five million dollars. To survey 20,000 people. Something that any firm with any moral and ethical code would be hard pressed to bid such a project for over $1 million. Even with the additional request to "study the potential impact of a road usage charge system."

I mean, honestly?

Hey Michigan? More than happy to bid this at $1 million...but I'm guessing then you can't use the Federal match for implementation, can you? Yeah, we get it...because we lost a Destination Master Plan bid because we left money on the table for implementation because we could not, in good faith, gin up our price to meet the grant amount available. And another consultancy did. Simply insane.

Such waste.

They Can't Afford to Live There Anymore

While it is certainly getting better, hospitality businesses (in general) have been notorious in paying entry-level workers less than a living wage for decades. And, as we've been saying since the reopening of America after COVID, we don't have a workforce problem...we have a housing problem. Especially in highly attractive places to live.

A recent study by the Economic Innovation Group shows, among other things, that inbound residents into Arizona's Maricopa County and Florida's Lee County earn significantly more than those residents departing those communities. In Lee County's case, that differential was roughly $50,000/year.

Those with the means are displacing those without, who are being forced to move to be able to afford living expenses. 

Like I said...it's not a workforce issue. But it certainly impacts our industry's ability to hire qualified talent.