DMOU: Destination Marketing Organization University

128: Josiah Brown • Selling (Not Telling) Our Stories

Josiah Brown (Famous Destination Marketing) is one of this sector's newest thought leaders. We had the opportunity to work with Josiah on a destination assessment project in 2018 and were instantly taken by his "outsider" grasp of the intricacies of Destination Marketing. In this episode, we go deep on his take on what DMO pros get wrong when explaining the power of what we do...as well as his thoughts on the muddled state of branding, taglines and campaigns. And, a pretty hilarious story about his first job in the world of septic fields. Trust us...this is one of the hot new voices in our sector. Enjoy.

127: Fred Dixon • The Chair’s Agenda

After a brief travel-induced hiatus, DMOU is back with a wide-ranging conversation with New York City Tourism + Conventions' Fred Dixon. As Chair of Destinations International, Fred has laid out an ambitious agenda for his year including DEI and Accessibility, Global growth, Member sustainability and a renewed emphasis on meetings and business events. We discuss these topics and more...including a fascinating (and fun) story of how his DMO partnered with Taylor Swift. Join us...and it's good to be back.

126: John Groh & Dave Herrell • The Story Behind Illinois’ 12-Year Battle to Pass Tourism Improvement District Legislation

It was 2011 when several DMO pros in Illinois began discussing the potential to introduce State legislation to add Tourism Improvement Districts into their funding mix. Earlier this year, that legislation finally passed and was signed into law. Rockford Area CVB CEO John Groh and Visit Quad Cities CEO Dave Herrell return to DMOU to share the up and down story of persistence, negotiation and being ready when the political winds were right. Even if your State already has TID legislation in place, this episode is a fascinating primer on moving an initiative through the political process.

125: Rick Antonson • The New Book and Rick’s Take on the Future of Destination Leadership

If there is a short list of thought leaders in the DMO world, Rick Antonson is always on that list. He was our first guest 20 years ago on the DMOU Teleseminar and our first guest on the the resurrected DMOU Podcast (and that says a lot). On this episode, he’s back to talk Destination Marketing…but also to share thoughts about his latest book, Train Beyond the Mountains: Journeys on the Rocky Mountaineer. Rick and I go deep into the meaning behind travel, the connections made and the life lessons learned. It’s a wide-ranging conversation that I believe you’ll love with one of the most eloquently expressive voices of our era.

124: Brook Kaufman • The Eclipse, Running for Public Office and Stepping into a New Community

As Destination International’s Advocacy Summit is just around the corner, there’s no better time to talk with Visit Rapid City’s Brook Kaufman who, when she was with Visit Casper, ran and won a seat on her County Board. On this episode, you’ll hear why Brook thinks that more DMO pros should run for office…as well as her experiences during the last Total Eclipse of the Sun and how, as the first non-resident to helm Visit Rapid City in 40 years, she built a culture of trust with both stakeholders and staff. And, oh yeah…how she developed 40,000 Social Media followers during her quest for her first Marathon. Join us.

123: Sherrif Karamat • On How DMOs are Missing the AI Opportunity

PCMA CEO Sherrif Karamat is one of the deepest thinkers in the business events space. 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.

122: Kelly Barbrey • Destination Ambassadors Elevated

Experience Columbia SC's Kelly Barbrey joins DMOU to share how her DMO has reimagined the traditional Ambassador program into a sensationally high-profile strategy that utilizes select residents as subject experts to share the destination's stories. She also outlines the success of the Pimento Cheese Passport campaign and her organization's initial foray into NIL Sponsorship of Collegiate Athletes.

121: Olena Pavlyuk • Destination Marketing in a Country at War

When the moderator went to the audience this year at the Annual Convention of Destinations International asking, "what keeps you up at night," Lviv's Olena Pavlyuk held out her mobile device and replayed a recording of an air raid siren. In this fascinating episode of DMOU, Olena shares how war has changed her community into one of volunteers, how Lviv has become a hub for medical tourism through UNBROKEN...and how the DMO secured and serviced over 600 events last year, despite the constant threat of missiles and power black-outs. It's a spirited conversation of inspiration, selflessness and the power of the human spirit. Listen in.

120: Brian Applegarth • The Maximization of Destination Cannabis

Almost half of American States have legalized the recreational use of cannabis...but many DMOs in those States struggle with ways to promote the advantage they possess against States that don't. In this episode of DMOU, we talk with Brian Applegarth, the foremost expert in the intersection of cannabis and tourism, about how to escape the stigma...and focus on the health, wellness and inclusionary aspects of this amazing community asset. A fascinating episode.

119: The Destinations International Convention Question • Artificial Intelligence

Each year at the Annual Convention of Destinations International, we roam the halls asking a single question. This year, that question was how DMOs were beginning to utilize Artificial Intelligence (or AI). In this episode, you'll hear from a handful of DMO pros on how they are using AI to jump start ideation and save time in the composition of written communiques. And, as you'll hear, this is just the beginning for our sector.

118: Adam Stoker • On the Concept of Owned Media

This week, we welcome back Adam Stoker (the Podcast Whisperer) for a thought provoking conversation on how DMOs should view their role in promoting their communities. According to Adam, for years, we have been "renting" visibility in traditional media, online, etc. Shouldn't we be owning it? And, to use another analogy (hunter / farmer), should we be targeting consumers or cultivating them? A fascinating conversation that deserves your listen.

117: Jorge Franz • Organizational Evolution

When the Houston CVB was folded into the Houston First Corporation, many saw the move as wrong-headed. But CVB CEO George Franz joins us to share the advantages that were realized in being closer linked to destination assets like the Convention Center and other visitor magnets. And now, the CVB has created the Houston Hospitality Alliance to marshal the power of over 800 members to advocate for the destination. Cool stuff.

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.