DMOU: Destination Marketing Organization University

Stuart Butler likes to stir the pot as host of the Destination Discourse podcast. And, since joining Visit Myrtle Beach as Chief Marketing Officer four years ago, he's been shaking up the way that destination's marketing lives and breathes to considerable success. Join us for a lively conversation spanning the future of search, consumer choice and destination websites, travel accessibility, launching a TV show on Peacock, publishing a children's book and developing a line of merchandise to extend the Myrtle Beach lifestyle brand even further.

Oklahoma City has been one of the most exciting success stories in American urban redevelopment for over 30 years. And, on this episode of DMOU, we welcome Visit OKC's Zac Craig to share how residents have repeatedly voted to tax themselves to enhance quality of life, how those same residents recently voted to substantially increase the Room Tax (for all the right reasons)…and how OKC landed two competitions in the 2028 Los Angeles Olympic Games, 1300 miles away. It's an inspiring conversation. Join Us.

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 then heading up 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.

We've shared the DMOU mic with some pretty big DMOs (Boston, Detroit, New York City, Puerto Rico, etc.). But sometimes, it's the smallest DMOs that share truths from which we can all learn. Jim Zaleski has worked in major markets and with major brands in his career…and today, he heads the DMO in Labette County KS, based in a town of 10,000 people. And, yet…in this fascinating episode, Jim shares how he runs his small town DMO like a million dollar operation. Cool concepts for big and small destinations…and everyone in between. Join us.

One of the biggest challenges facing the Destination Marketing sector over the past 25 years has been how to explain what we do and why to an often skeptic public. We've often used language and metrics that don't resonate outside our industry as proof of our value when we're the only ones that speak that language. That is about to change however, as Destination Canada has recently unveiled its Wealth & Wellbeing Index. On this break-through episode of DMOU, you'll hear from Director of Strategic Planning Lisa Barrett about how the Index goes well beyond wealth generation to focus on six interconnected outcomes (the 6 Es)…and their hope that the Index goes global. Join us.

Telling the DMO story has never been more important than it is right now…and Visit the Palm Beaches' Senior Director of Community Engagement and Advocacy Sergio Piedra joins us on this episode of DMOU to lay out their blueprint for community engagement. It's a 3-step plan that combines intentional storytelling, community engagement and destination visioning…and it is a model for DMOs everywhere. Plus, in the Bonus Round, you'll get not just one ghost story…but two. Join us.

On this episode of DMOU we are joined by Visit Lake Charles President & CEO Kyle Edmiston who counts the organizational culture be has nurtured within his DMO as one of his proudest accomplishments in a career in which he's won about as many awards as one can. Kyle shares how tools like remote work and flex time have resulted in a rock solid team that stuck together through COVID and hurricanes…and how he measures progress in building that culture. Join us.

One of the best parts of the annual Board Leadership for Destinations Symposium is the Roundtable sessions where Board members discuss issues with their peers from around North America, individuals with whom they rarely, if ever, have a chance to interface. Last year, Visit Colorado Springs CEO Doug Price and his Board Chair took that concept to the next level, visiting neighboring DMOs to continue the CEO/Chair conversations on a wide range of governance and funding topics. On this episode of DMOU, Doug shares that experience along with how his DMO spearheaded over $2 billion in new asset development…and how they are aggressively addressing mobility issues in their destination. Join us.

Kicking off the New Year on DMOU, we have for you a fascinating conversation with Visit Charlottesville Albermarle CVB CEO Courtney Cacatian. Her recent book “The Future of Destination Organizations: A Guide to a Community-Based Welcome,” chronicles her path in helping the community acknowledge its past and begin building for the future. From spearheading the award-winning Black C'ville to becoming the initial model for Tourism for All, Courtney recounts the journey her DMO has taken in building a more welcoming environment for residents and visitors alike.

On this final episode of DMOU for 2024, we welcome our friend Beth Erickson to the microphone. The CEO of Visit Loudoun (DC's Wine Country), Beth shares how her organization has met existential challenges (such as bugs that like grapes) while making the visitor economy visible in a region that previously didn't see itself as a destination. Plus, in the Bonus Round, she shares how she became one of the most feared poker players in the DMO space. Join us.

While DMOs are increasingly engaged in (and in Destination Cleveland's case, leading) workforce development and talent acquisition initiatives, Visit Dublin OH is playing the long game by working to show High School students the breadth and excitement of hospitality as a career choice. Scott Dring joins the program to outline how the newly launched Travel & Tourism Academy in the Dublin School System came to fruition. The program merges traditional learning curriculum (designed by the region's top academic institutions) with real life onsite exposure, becoming one of the most talked about Academies on campus. Scott also shares how the Dublin Link has both created a new local destination but enhanced its historic downtown. And, a Bonus Round question that involves 4 guys in a van in an attempt to visit every major league baseball park in America...without GPS or mobile phones. Join us.

We still believe in Visitor Centers, even though Visit Fort Colins CEO Cynthia Eichler recently wrote a CDME paper entitled, Visitor Centers are Dead. Why then did she just open a Visitors Center in Downtown Fort Collins? Because it's not simply a Visitor Center. Join us for a fascinating conversation on the creation of a Community Hub, the partnerships that came together to make it happen and how the Center is blowing away initial estimates and expectations. And, we spend one of our questions on the innovative online retail hub they created during the Plague that helped save several Fort Collins businesses.

On this edition of DMOU, we sit down with Experience Grand Rapids CEO Doug Small and talk about how his community continues to evolve, how his DMO has doubled down on their brand pillars…and how he takes his Board of Directors to travel trade shows so they can experience, first hand, what we do to bring business to our communities. And, a Bonus Round where we geek out on cooking and herbs. Join us.

On this special edition of DMOU, we catch up with Vic Isley, CEO of Explore Asheville. In the devastating aftermath of the one-two-punch of torrential rains and then Hurricane Helene, Vic shares how the Asheville region is bouncing back…and how Explore Asheville is playing a vital and meaningful role in the recovery. From their presenting sponsorship of the upcoming Concert for Carolina to innovative initiatives like Always Asheville and Love Asheville from Afar, it's a fascinating story of grit and resiliency…and you'll learn how you can directly support Asheville's recovery. Join us.

On this edition of DMOU, we settle in with John Sage of Sage Inclusion. We met John at the Destinations International Annual Convention and were fascinated by his take on what destinations and DMOs get right (and wrong) about travelers with disabilities, a market cohort that is only growing with an aging population. In our conversation, John demystifies ways that DMOs can play a pivotal role in making their destinations more accessible. Join us.

On this edition of DMOU, travel with us to Shipshewana, Indiana…where roughly half the population (and a big part of the destination's allure) aren't online. Sonya Nash shares insights into her community's Amish Culture and how her DMO has developed a home-grown, customized customer service program that meets the unique needs of her community, from hospitality to pharmacies, that graduated their first class earlier this year. Plus, a Bonus Round Question that shines a light on Sonya's record-breaking turn at a McDonald's Drive-thru. Join us.

On this Edition of DMOU, we check in with Adam Stoker, author of Touchpoints and progenitor of the Destination Marketing Podcast Network to get under the hood of a new free online town square for Destination Leaders. It's called TourismIQ…and Adam walks us through its genesis, its current build out and what users can expect in the near future. Join Us.

On this episode of DMOU, we hang with Wisconsin Tourism Secretary Anne Sayers and talk about how the Badger State captured the culinary world's attention with the most recent season of Top Chef. Anne explains how Wisconsin Tourism made it happen through amazing collaborations and shares how they are extending the reach of the series and major events like the Republican National Convention and next year's NFL Draft far beyond the events themselves. Plus, a Bonus Round question that involves Muppets. Join us.

When it comes to Short Term Rentals, trying to put the genie back into the bottle has proven elusive for most governments. Initially defended as a property rights play, elected leaders are now grappling with its unintended impact on affordable housing. On this edition of DMOU, we welcome 1000 Island International Tourism Council CEO Corey Fram with a fascinating story of how, after several twists and turns, the New York State Legislature actually passed a bill this session that brings STRs outside of New York City into the Tourism and Community Development eco-system. And, it all came down to framing the issue as not a Tourism or Fairness issue…but as one that cities, towns and villages actually cared about. Plus a Bonus Round question that has me remembering the best moments of “Slap Shot.” Join us.

Each year on DMOU, we invite the new Chair of Destinations International to share their agenda for the upcoming year. On this episode, Visit Greater Palm Springs' Scott White shares his goal of providing a higher level of engagement and mentorship to the generations entering the DMO sector…and talks about how his DMO is engaging members of his community to become part of the hospitality community with a pathway to senior management. And then, there is a Bonus Round Question that explores a fascinating love story. Join us.

Gaylord is one of Michigan's top spots for outdoor recreation (and one of our favorite getaways), where this week they celebrate Alpenfest. But in the past couple years, the community has been buffeted by a tornado, a virtually snowless winter and, like most destinations, a serious shortage of available hospitality workforce. Convention & Tourism Bureau Chief Paul Beachnau joins us to talk about the resilience of the community and how his DMO managed their media relationships to emerge stronger than ever. And produced a video with locals for locals to encourage residents to consider a career in hospitality. Plus, a harrowing Bonus Round Question in which Paul shares possibly the worst day of his life. Join us.

This month, we celebrate 5 years of the DMOU Podcast (damn, that went by fast). And to celebrate this milestone, we've decided to replay some of the funniest and most insightful moments of the Bonus Round question, that portion of the show where we go off topic with our guests to learn things about them that most people don't know. From kicking a half-time field goal on Monday Night Football to working a summer on an Alaskan fishing boat…to being the Underwear King of Champaign-Urbana, treat yourself to this trip back memory lane with the Bonus Round.

Imagine your town square. Now imagine it as a one-million square foot game board. That's what Macomb CVB CEO Jock Hedblade and his community have done in transforming Downtown into the world's largest Monopoly Board. On this episode of DMOU, Jock joins us with the backstory of how a succession of destination wins produced a sensational visitor magnet and has set the community up for future successes. And, the Bonus Round features a story of a home town kid…who came home. Join us.

One doesn't necessarily need millions of dollars to develop significant relevance and impact in a small market destination. 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.

This year's NFL Draft was a stone cold win. The biggest first day crowd in history. The biggest global television audience ever. And, it placed Detroit on the world stage for three sensational days. Ummm, Detroit? On this episode of DMOU, we meet Claude Molinari, who describes the philosophy behind recasting the Motor City's narrative and the tactics Visit Detroit is employing to set Detroit up as the new American renaissance city. And, in the Bonus Round, one of the more interesting side hustles we've heard. Join us.

Destinations International has long held that boycotting States over legislation that runs counter to an Association's values has the unintended consequence of hurting the very people we purport to support. And, Tampa Bay's selection as this year's Annual Conference site certainly raised some eyebrows in some quarters. DI has countered by saying this year's event will serve as a Case Study in showing how destinations can support communities that would otherwise be negatively impacted by a boycott. On this episode of DMOU, Visit Tampa Bay's Santiago Corrada joins us to share how his DMO has been connecting convention attendees with unconventional experiences, the kind attendees will be glad they didn't boycott. Join us.

One would be hard pressed to identify a destination with more assets in the pipeline than the Greater Raleigh Region. $400 million Convention Center expansion, $75 million HQ Hotel, $300 million in Arena Upgrades, $75 million Sports Complex…and more. Visit Raleigh's Denny Edwards joins us to tell the stories behind how so many projects came to fruition. From Conventions to Sports to Major Events…you'll hear it all.

For some destinations Esports is a mystical new market that they're just not sure how to address. For others, they may believe the early adopters have already sown up the opportunities. On this episode of DMOU, Esports expert Ed Tomasi de-mystifies this exciting new market and shares how virtually every community can assess where in the sport's ecosystem they reside and whether they can thrive. Ed offers the stages that every community must traverse to effectively compete…and a great Bonus Round story about his days as a College Cheerleader. Join us.

The philosophies that underpinned the art and science of the Destination Marketing world changed 15 years ago this Summer. That's when Maura Gast first uttered those now famous words, “If you Build a Place…” On this edition of DMOU, Maura shares the backstory of how her “Building Blocks” came to be and how the entire community development sector is coming around to recognize that “it all starts with the visit.” Plus, she shares her thoughts on additional ways to explain the value of DMOs and her take on highlights from the Board Leadership for Destinations Symposium.

One of the newest marketing opportunities out there is NIL (Name / Image / Likeness)…and we touched on it briefly in Episode 122 with Experience Columbia SC's Kelly Barbrey. On this edition of DMOU, we sit down with Destination Ann Arbor CEO Sarah Miller to hear how they have entered this arena and what they believe the future holds for them and other DMOs in this space. We also discuss her experience as a relatively new CEO...and talk about our shared experiences at the A&W. Join us.

Sister Cities. Many communities maintain such relations but how many maximize the opportunity before them? On this episode of DMOU, Mary Kay Wydra (Explore Western Mass) and Carline Boland (Dingle Peninsula Tourism Alliance) share their sensational experience of developing a bi-continental relationship that drives culture, heritage and significant visitation between the two destinations.

On this very special edition of DMOU, Destinations International's Chief Social Inclusion Officer Sophia Hyder Hock shares the evolutionary shift from EDI to a more inclusive platform in which DMOs can move beyond silos to develop truly welcoming initiatives. We talk about how this concept came to fruition and how DMOs can successfully utilize new resources through the Social Inclusion portal of the DI site. And, you'll hear how Sophia's parents elegantly reacted when, as a child, she asked for a baby elephant.

Community engagement has never been more important than it is today for Destination Marketing Organizations. And, after a public debate that called into question the importance of Explore Fairbanks to its community, the DMO has a stepped up its outreach. CEO Scott McCrea joins DMOU to discuss his DMO's recent foray into local radio, their work in welcoming service men and women to town each week and flipping their membership program to partnership. Plus a Bonus Round Question that involves outhouses. Join us.

You'd have to have been living under a rock to not have seen the international media attention VisitLEX has received after sending an interstellar message of welcome to the TRAPPIST-1 solar system. On this episode of DMOU, we hang with VP of Marketing Leslie Miller to get the inside story on how the initiative came together and how it plays into the broader campaign to build brand awareness for Lexington.

There's a reason why Chamber-DMO combos aren't as prevalent as they were in the '80s and '90s...and that's because they generally don't work all that well. But, the ones that do, tend to rock their communities. Cheryl Kilday is the CEO of Destination North Myrtle Beach and, on this episode of DMOU, she shares how she has cherrypicked the best aspects of both models to create a community asset that drives the economy and the region's Quality of Life. And, how 55 community leaders landed 138 new members in a three hour span.

After over 45 years in the Tourism trenches, Randy Fiveash retired last year for the second time after a sensational career in the Destination Marketing world. From his local DMO work in places like Branson, Myrtle Beach and Gatlinburg to leading State Tourism Agencies in Kentucky and Connecticut, he's seen it all…and, on this episode of DMOU, we learn his life lessons that still resonate today. From paying it forward to sharing his thoughts on what we once knew about Destination Marketing that we've somehow lost…it's a fascinating conversation with an industry icon. Join us.

As we kick off a new year of conversations on DMOU, we start you off with a bang. Visit Lauderdale's Stacy Ritter is a force of nature…and has been an unapologetic voice against some of the policies coming from the current State's political leadership that have caused some conventions and events to cancel bookings in her destination. We talk about how the culture of the community and the DMO simply require no less of a response, as well as discussing her DMO's work in the DEI space before there was such an acronym. And, on her Bonus Round Question, she shares her experiences as the Florida Chair of the first Obama for President Campaign. Invest a half hour in this fascinating conversation.

The Iowa City/Coralville metro population is roughly 175,000...and yet they host global events on an annual basis. In our last episode of 2023, we welcome our friend Josh Schamberger, CEO of Think Iowa City, to share his thoughts on the evolving role of Destination Marketing & Leadership Organizations and why the size of a destination means very little when you execute like no place else. It's a fascinating conversation with one of the thought leaders in our sector that proves second and third tier destinations can play at a first tier level.

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. 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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.