DMOU: Destination Marketing Organization University

116: Robert Lopez • Refreshing a Brand

When Robert Lopez took the helm of the Abilene CVB, he embarked upon a "Meeting and Eating" tour of community leaders. And, it became clear through those conversations that the destination brand had become stale. Listen in to this conversation on how Robert and his team dove into a brand "refresh" within his first year in-destination. It's a great story of how fresh leadership can often move the needle before the opposition can begin to form.

115: Claudia Vecchio • On Stewardship and Engagement

For many DMOs, Stewardship and Sustainability are the furthest thing from their minds as they refocus on a target rich environment. But we continue to focus on this fascinating evolution from DMO to DSO because we believe it to be the future. And this week’s guest on DMOU is leading her community back from fires, pandemic and floods through an unabashed Stewardship approach. Sonoma County Tourism’s Claudia Vecchio joins us to talk about her approach to stewardship, their recent turn at SXSW and how engaging residents is key to everything they do.

114: Chris Fair • America’s Best Cities 2023

The latest edition of America's Top Cities is out today and DMOU had the opportunity to talk with Resonance's Chris Fair on how the rankings are determined and why they matter. It's no surprise that big cities dominate the top 50 because they have more assets than smaller cities. But, there are some surprising cities in the bottom 50 that point the way to how DMOs can elevate community brand and magnetism to increase awareness and interest. Chris breaks it all down in this exclusive interview on how the rankings have evolved post-COVID. Cool stuff.

113: Kara Franker • Resurrecting a Destination Event in 100 Days

For DMOs that produce destination events, it often consumes months of staff time. Yet, Visit Estes Park turned a festival that a neighboring community was preparing to sunset into an event that garnered national media attention in just 100 days. CEO Kara Franker guests to tell the unique story of the revitalized "Frozen Dead Guy Days," an event that not only bolstered a need time on the calendar but also raised money for workforce housing and daycare initiatives. It's a stirring story of community collaboration you're not going to want to miss.

112: Chris Lewis • It’s not a Visitor Center; it’s a Community Hub

Just as Destination Marketing (and Leadership) Organizations are evolving, so too is the philosophy of Visitor Information Centers. On this episode of DMOU, we catch up with Chris Lewis, Director of Destination Development with Tourism Kelowna. In this fascinating conversation, you'll hear how Tourism Kelowna reimagined the Visitor Center concept into a "community hub," how they almost lost their "Social License" (but quickly regained it)...as well as one of the more interesting "first job" stories in over 100 episodes of the Bonus Round. Join us.

111: Peggy Williams-Smith • Milwaukee in the Spotlight

How does a very Blue City land a very Red Convention? Visit Milwaukee’s Peggy Williams-Smith joins DMOU to share the story of how her Team and City landed the 2024 Republican National Convention. We’ll also discuss how Milwaukee was named one of National Geographic’s Top Destinations and how Visit Milwaukee has expanded the organization’s community awareness, visibility and support. Plus a Bonus Round question on her deep Beer City roots.

110: Trace Ward • DMO Success Within a Government Environment

The vast majority of Destination Marketing Organizations in the United States are independent non-profit agencies...but that doesn't mean other structures can't work. In this edition of DMOU, we talk with Discover Flagstaff Director Trace Ward on how his office is rockin' it as both a division of Economic Vitality and the City. And (not to be a spoiler), he says it's all about intentional design and intra-agency respect. 

109: Jack Bonney • Engaging the Community

It's not a part of the primordial DNA of DMOs, but Community Engagement is an increasingly vital component of our work. Visit Anchorage's Jack Bonney joins the show and shares his philosophies on how to build a rock solid community relations program that is based in the yin and yang of what your DMO can do...and can't. And, from that, building a relationship based on trust, service and admiration can be a beautiful thing.

108: Rachel Brown • The Stewardship Imperative

A Destination Marketing consultant recently opined that diving into Sustainability and Stewardship carries with it some danger...and we don't disagree. But Durango's Rachel Brown counters with all the reasons her DMO believes they must engage. She discusses how they've adapted the Care for Colorado program on a local level and shifted their budget to Destination Management. Plus a Bonus Round question that features her staff's Team Building initiative. Very cool stuff.

107: Victoria Simmons • Trends to Watch in 2023

BVK's Victoria Simmons joins DMOU to share some of the insights from their recent 2023 Trends Report. You'll hear findings that appear to mirror Roy Williams' 40-year Pendulum Theory and how Gen Z will be shaping how travel is delivered for, not just their generation but, all of us. Plus a fun Bonus Round rant on pet peeves in travel. Join us.

106: Phil Werz • Saving the Holiday Season

In December of last year, vandals compromised the power grid in Moore County NC, placing hundreds of merchants at a disadvantage during their biggest sales window of the year. In this episode of DMOU, we hang with our friend Phil Werz of the Pinehurst, Southern Pines and Aberdeen CVB to hear him tell the story of "Moore Miracles," a program that kept local merchants alive during a trying time. You'll also hear about how his DMO is advocating for additional destinational assets...and his mid-life crisis as a PGA Teaching Pro.

105: Tracy Kimberlin • An Elegant Funding Model

Tracy Kimberlin is an innovator. His concept to increase funding for Missouri Tourism was as elegant as it was efficient. On this episode of DMOU, we riff with the recently retired CEO of the Springfield MO CVB on generating new revenues for Destination Marketing and orchestrating the chess board to fund exciting new destination assets. 

104: Bryan Tony • Thank the Lord for the Night Time

As the Neil Diamond lyric goes, "it's a time to groove." But communities are just starting to get serious about supporting their night time economies. Bryan Tony is the Project Coordinator for 24-Hour Dallas, an organization that is dedicated to representing and enhancing the business and culture of the night. In this fascinating conversation, we discuss how his organization is working with local officials to dispel negative beliefs about the night, provide educational support to area businesses to enhance safety and inclusion and develop programs to highlight businesses that adopt best practices (all critical aspects to creating a magnetic experience for visitors).       

103: Vail Ross • What Matters to Hoteliers Now

To kick off the 2023 season of DMOU, we turn to Vail Ross, STR’s Senior VP of Sales & Marketing. And, in this episode she shares her insight into what matters most for hoteliers now as we emerge from the ravages of the pandemic. It’s a fascinating look into one of a DMO’s most important client bases that you won’t want to miss…plus how Vail went from wanting to be a political operative to one of the most quoted hospitality experts on the planet. Join us. 

102: Lynn Tillotson • A DMO Without Public Investment

In Maine, all hotel Room Tax revenue (the most common source of public funding for DMOs across the U.S.) is retained by the State. Visit Portland's Lynn Tillotson shares how her DMO has built its programming based completely on private sector investment...and what that meant during COVID. It's a fascinating look at how a business community has come together to power the work of its DMO.

101: Destinations International Advocacy Summit: The Go-To Rebuttal

As is our practice at DMOU, we roam the halls at Destinations International events asking attendees a single question. At this year's Advocacy Summit, we asked DMO pros what their "go-to" response was when challenged that Tourism and Destination Marketing aren't critically important to a region's economy and Quality of Life. We offer their responses here to assist you in crafting your next come back.

100: Catherine Callary: Nothing About Us, Without Us

I heard a line at Destinations International’s Annual Convention this past summer that I think about almost everyday: “Nothing About Us, Without Us.” It refers to how many Indigenous people in Canada are interfacing with their country’s DMOs. And, on this 100th episode of DMOU, we sit down with Ottawa Tourism VP of Destination Development Catherine Callary to learn more about how Canada is working to tell the indigenous story through the eyes and experiences of the people and how Ottawa Tourism has helped develop a program for indigenous tourism entrepreneurship.   

99: Al Hutchinson: What’s Next for Destinations International

As Visit Baltimore's Al Hutchinson enters his Q2 at Chair of Destinations International, he returns to the DMOU mic to discuss two of the four pillars of his agenda for the organization (workforce and DEI). We also discuss the HBCU Scholarship Program that has blown past initial expectations, causing many behind the movement to think even bigger...and he reveals his choice for the best band ever in the Bonus Round. Join us

Andreas Weissenborn: The Destinations International Foundation Challenge

This year's Annual Convention of Destinations International included a "challenge" from the Foundation: How would members of the 2022 Class of 30 Under 30 and veteran Destination Leaders interact to jointly address issues of violent crime in our communities and developing a new model for community measurement of what DMOs do. In preparation for future conversations on these topics and more at next month's Advocacy Summit in Bloomington MN, Andreas Weissenborn joins DMOU to share the background on this Summer's Challenge and what we can all expect from this year's event.

Pam Seidl: How a Small Town Won a World Championship

Later this year, Appleton WI will play host to the World Axe and Knife Throwing Championships. The Fox Cities CVB's Pam Seidl joins DMOU to share how this community of 70,000 beat out major metros for the honor to host this incredible event. She also discusses how her DMO has always been in the destination development game through an innovative grant program that enables capital projects to come to fruition. Join us.