DMOU: Destination Marketing Organization University

Fresh off our time in Portland at the Annual Convention of Destinations International, we had the opportunity to welcome Visit Lake Charles CEO and new DI Board Chair Kyle Edmiston to the DMOU microphone. The result: a wide-ranging conversation in which we discussed the upcoming search for a new DI CEO, what Kyle is looking for in the DMO sector’s next leader and his goal of continuing to build a culture of excellence throughout the organization. We also discuss the similarities and differences between the Brand USA Board and that of DI. Join us.

Destination Canada is very likely the most innovative DMO on the planet when it comes to redefining the tourism industry’s impact (both social and economic). Now, they have developed the Canadian Tourism Data Collective, an insanely expansive hub of research and information that is available not just for their use but the use of over 280,000 tourism businesses throughout the country. Destination Canada’s SVP, CFO and Chief Data and Analytics Officer Meaghan Ferrigno shares how the Collective was developed, what it means to the industry and how two new industry tools have emerged from the data, Aurora AI and Tourism Twin. Join us for this sensational conversation.

Matt Pivarnik has held community leadership positions in Tulsa, Topeka and, now, in Myrtle Beach. All three DMOs have been connected in one way shape or form to their Chamber of Commerce, organizational structures that have increasingly fallen out of favor over the past 30 years. But Matt has made each one work through collaboration, shared vision and a clear understanding of how revenues can and should be invested. Join us for this fascinating conversation with one of the truly innovative minds in the Chamber-DMO-EDO space.

Establishing a Tourism Improvement District is rarely easy…but in Chicago, it took almost 15 years. But, when the City Council approved the first TID in Illinois earlier this year, the vote was unanimous. On this edition of DMOU, Choose Chicago’s Kristen Reynolds and the CEO of the Illinois Hotel and Lodging Association, Michael Jacobson, share how this final push was different and how regional collaboration among groups previously on the sidelines won the day.

I've always referred to my friend Chris Ihrig as "the Culture Guy" (probably because his company is called Fired Up! Culture). But after reading his latest book "Would You Work for You," I now realize that he's "the Leadership Guy." Join us for this fascinating conversation on how leadership is developed and how leadership begets culture...and how organizational culture results in success. And, a chance to score a free copy of Chris' book.

Over the past 18 years, Dan Rowe built Visit Panama City Beach into one of the most recognized DMOs in the Southeast, growing its influence well beyond its marketing mandate and establishing it as a genuine community builder. Forged by the challenges brought by hurricanes, oil spills, a spring break pivot that no one thought possible, Visit Panama City Beach was designed to withstand crisis…and this winter, it did again. In this exclusive conversation, Dan Rowe sits down with DMOU’s Bill Geist to share the story behind the alleged embezzlement by trusted staff members, Dan's decision to step away for the good of the destination and a recent position paper in which Dan reflects on his career and his 11 principles of Leadership. Join us.

When we launched DMOU as a tele-seminar series over 20 years ago, it was designed to showcase the coolest innovation out there in Destination Leadership. For Visit Macon, this past year has been beyond innovative. They bought an FM radio station. They bought a tour bus company. Is this the future for DMOs? You decide…with this sensational conversation with CEO Gary Wheat. Join us.

When Auvis Cole stepped into the role of Director of Discover Crystal River, he sensed a lack of organizational connectivity with his industry partners…and set out to improve those relationships. He and his team developed a program called “Partners in Tourism” that creates professional development, co-op marketing and networking opportunities for area businesses. That program has, in turn, resulted in a workforce development initiative with area schools and colleges…and the DMO is also pursuing a plan to engage Short Term Rentals that may be on independent online platforms. Oh, and in the Bonus Round? A great story of how he met one of the biggest names in music. Join us.

On this episode of DMOU, we welcome back our friend Amir Eylon from Longwoods International. Their monthly analyses of American traveler sentiment are always must-reads for anyone in Destination Marketing…but the most recent dove into Americans’ attitudes toward attending events such as America 250, the Centennial of the Mother Road and the World Cup. In this conversation, Amir shares what is powering this spike in interest (and how Destination Marketers can tap into this zeitgeist)…and his greatest travel pet peeves in the Bonus Round. Join Us.

Ryan Short works in an arena that many refer to as “place branding.” But, he believes that our communities deserve more…and has written a book called The Civic Brand: The Power and Responsibility of Place. On this episode of DMOU, we sit down with Ryan to explore his definition of a “civic brand" and how it can guide policy, development and engagement to build shared pride and prevent homogenization. Join us.

Going in, I thought we were going to talk about how Brad Jones is nailing the Tourism Ambassador Program in Bellevue WA (and before that, in Rochester MN). But our conversation went way further…into the development of an amazing transit program for workforce, residents and visitors and a movement into culinary that engages the creators as a critical part of the mix. Oh yeah…and that he’s a Parrot Head. Join us.

Santa Clara has the unique honor of hosting both the Super Bowl and FIFA World Cup matches in the same year. As we ramp up to Super Bowl 60, we speak with Discover Santa Clara CEO Christine Lawson on how her organization has prepared for this weekend’s turn on the global stage, how it informs this summer’s FIFA events and how they plan to use the visibility to gain global recognition that they are a destination for the world. Join us.

What if your governmental leaders and your hospitality partners were completely bought in to your DMO’s strategies, funding and program of work? On this edition of DMOU, Tourism Kingston CEO Megan Knott joins us to share the story of how her community came together to create a DMO…and a complimentary culture of collaboration that has resulted in a series of Integrated Destination Strategies that guide the future development of the community. It’s a fascinating story of innovation. Join us.

We’re kicking off the New Year on DMOU with one of our favorite DMO pros, Visit Albuquerque’s Tania Armenta. As she marks 10 years as CEO, Tania looks back on the work to regain the City’s trust (after years of them putting the DMO contract out to bid), creating a Marketing District resulting in a doubling of the organization’s budget and spearheading a community-led Master Plan. She also shares why the Destination Marketing Accreditation Program (DMAP) has been so impactful for both her community and her professional staff. Join us.

We close out 2025 with one of our favorite conversations of the year. Mammoth Lakes’ John Urdi (soon to be the CEO of Surf City USA) shares how his community embraced a Tourism Business District that extended past lodging to include restaurants, retail and attractions. But it goes further, as his destination has endured California fires. And his DMO has played a leadership role in attempting to mitigate the environmental realities that threaten the very existence of the destination. Join us.

Domenic Bravo is one of the most unconventional DMO pros in America…which is why his approach over the past five years as the Director of Visit Cheyenne has found an amazing level of both success and community support. On this episode of DMOU, you’ll hear how an event strategy drove visitation and community support during the darkest days of COVID…and how the DMO has embraced the nighttime economy as a way to invigorate the vitality and magnetism of the community. Join us.

Kelly Haussler is the Director of Destination Development at Ottawa Tourism. She served as lead on their 10-year Destination Stewardship Plan that focuses on 3 primary pillars: Planet, Place and Prosperity…and when they all work in concert, magic happens. Such as a Destination Food Recovery Plan that has blown through all expectations. And for her Bonus Round question we explore her fascination with a creature that terrorizes most. Join us for this fascinating conversation.

The 2025 edition of the World’s Best Cities is being released today at World Travel Mart in London…and DMOU scored an exclusive sneak peak into the results and a look at the constantly evolving methodology. Resonance Founder and CEO Chris Fair returns to DMOU to share some of the findings of both this study as well as this past summer’s America’s Best Cities rankings. And, he takes his Bonus Round question in a completely different direction as we discuss how he believes Climate Change will impact future rankings...along with the lovability of our cities going forward. Join us.

Kelly Miller is a 35-year veteran in the Destination Leadership space. From Juneau to Atlanta to Asheville to Tampa to Surf City USA, he has left an indelible mark on our sector with innovative thinking and strategies that are so far beyond the box that there isn’t a box. In this episode, Kelly shares his journey, his stories…and, in his amazing Bonus Round, the tale behind his completion of the 21 stages of the Tour de France. Join us.

This weekend marks the 50th Anniversary of Cadillac MI High School welcoming the then-fledgling band known as Kiss to play at their Homecoming Dance. Cadillac’s Kathy Morin joins DMOU to tell the back story and how her community has prepared for this weekend’s festivities. But, Kiss is just a small part of the Cadillac story…and we go deeper into her work with developing sustainable trail policies that go beyond seasonality and developing a decidedly non-silo approach to community development. Join us.