Podcast appearances and mentions of nicole mahoney

This week we're coming to you directly from the ABA Marketplace in Nashville, where I'm talking to eight amazing travel industry experts about why there's a sense of energy and forward focus in 2024. They share more about the experiences visitors to their destinations are requesting and dig into the importance of authenticity and making genuine connections between visitors and locals. In this episode, you'll hear from these travel and tourism industry leaders: Lorey Hall: Leisure Sales Manager, Meet Northern Kentucky Kris Hoff: President & CEO, Happy Times Tours, and Experiences Adam Jacobson: Director of Sales & Marketing, Villa Roma Sonya Nash: Executive Director at LaGrange County, IN CVB/Visit Shipshewana Jill Shorkey: Director of Group Tours, Michigan's Great Lakes Bay Region Marlene Smith: Sales Manager, Traverse City Tourism Greg Takehara: CEO at Tourism Cares Darrin Thurman: Tourism Manager, Visit Springfield, IL Key Insights from ABA Marketplace 2024 The ABA Marketplace 2024 conference brings together travel and tourism professionals to share insights, discuss industry trends, and explore opportunities for growth and collaboration. It's a fantastic opportunity to connect and exchange ideas, and it emphasizes the significance of partnership and sustainability in the industry. Lorey Hall: Leisure Sales Manager, Meet Northern Kentucky Lorey discusses the significance of building relationships in the travel and tourism industry and shares why attending industry events is such a great idea for new professionals. She also stresses the importance of authenticity, professionalism, and persistence in building successful partnerships. Kris Hoff: President & CEO, Happy Times Tours and Experiences Building strong connections with tour operators enhances visitor offerings. Kris shares why he prioritizes offering exclusive, hands-on, immersive experiences and discusses the trend towards experiential travel. He also digs into the value of the connections made at events like ABA Marketplace and why they're crucial for building relationships, not just for business but also for future personal connections. Adam Jacobson: Director of Sales & Marketing, Villa Roma Adam reflects on the meaning of partnership and shares his reaction to winning the Spirit of Partnership Award at ABA. His word for the ABA Marketplace is ‘partnerships'; and he describes why he enjoys making connections and meeting other people in the industry. Sonya Nash: Executive Director at LaGrange County, IN CVB/Visit Shipshewana Sonya emphasizes the importance of building genuine relationships in the travel and tourism industry, which takes time and dedication. She encourages new professionals to be authentic, provide results, and maintain professionalism while being actively engaged in industry organizations and events. Jill Shorkey: Director of Group Tours, Michigan's Great Lakes Bay Region There's no doubt that the last few years have been tough for the travel and tourism industry, which is why Jill is so excited about the returning numbers of visitors and travelers post-pandemic. She discusses the interest in creating memorable group experiences and highlights the importance of making connections with industry colleagues, and partners to enhance offerings, entice travelers, and encourage repeat visits. Marlene Smith: Sales Manager, Traverse City Tourism Marlene shares her excitement for the tourism industry in 2024, mentioning increased business for tour operators and the opportunity to explore new destinations. There is a focus on developing more tour products, including group-friendly restaurants and exclusive behind-the-scenes experiences. Marlene encourages future tourism professionals to find their niche, hone their skills, and not be afraid to network and meet new people. Greg Takehara: CEO at Tourism Cares Greg discusses the impact of the travel industry on sustainability and social-economic issues. He discusses the interest in responsible travel and carbon offsets, emphasizing the importance of meaningful travel experiences. We also discuss the importance of collaboration and partnership in addressing industry challenges, particularly in the context of sustainability and addressing social, environmental, and economic issues. Darrin Thurman: Tourism Manager, Visit Springfield, IL Darrin discusses the limitless opportunities within the tourism industry, emphasizing the potential for diverse career pathways and growth. He expresses excitement about the steady improvement in business post-pandemic and the renewed energy from staff and visitors in his location. Darrin describes the ABA Marketplace as a place of “heart,” emphasizing the sense of family, camaraderie, and love within the industry, and encourages young professionals to explore the incredible potential the industry has to offer. The Importance of Building Lasting Relationships We explore the dynamic world of travel and tourism, and explore the impact of the industry on sustainability and social-economic issues. Our amazing guests highlight the importance of building lasting relationships, the excitement of the resurgence of post-pandemic travel, and the value of learning and making connections within the industry. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

"Strategy is a marathon, not a sprint." This philosophy rings true in Julie's conversation with Nicole Mahoney, CEO of Break the Ice Media, as they delve into the long-term vision for her business. Nicole Mahoney is an entrepreneur, speaker, and podcast host with a passion for business. She's the founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry, and also serves as the CEO of Travel Alliance Partners. In her weekly podcast, Destination on the Left, launched in 2016, she interviews tourism professionals from all over the globe on creativity and collaboration.She commissioned a first-of-its-kind research study in 2020 to examine what makes partnerships successful and explore the role collaboration is playing in helping the industry recover from the Covid-19 pandemic. Those results, her recorded conversations with more than 300 podcast guests, and her personal experience formed the basis of her book, Stronger Together: Building World-Changing Business Collaborations. Nicole resides in Canandaigua, New York.In this conversation, Nicole and Julie discuss the significance of laying a robust foundation before embarking on major projects like a brand refresh. It's a reminder that strategic thinking and the ability to look beyond the day-to-day are what differentiate thriving businesses from the rest. Join us for more strategic insights on the latest Figure Eight episode:Nicole's journey, evolving leadership, and company culture (00:02:03) Nicole's entrepreneurial journey, the strategies she used to navigate business during the pandemic, and her post-pandemic leadership evolution.The pivot point (00:21:27) Nicole discusses landing a large contract in 2022 and the challenges she faced in securing the right financing and banking relationship.Challenges of being a CEO (00:25:38) Nicole discusses the bottlenecks and challenges she faced as a CEO, particularly related to managing the work and strategic partnerships within the company.Evolution of the brand and the importance of strategic thinking (00:30:09) Nicole talks about the upcoming evolution of her business's brand, the strategic thinking behind it, and the potential for new revenue streams and relationships.You can find Nicole and Break the Ice Media here:https://breaktheicemedia.com/https://nicolemahoney.com/https://www.linkedin.com/in/nicolemahoney/Connect with Julie on LinkedIn: https://www.linkedin.com/in/julie-ellis/Connect with Julie on Instagram: https://www.instagram.com/thejulieellis/Read Julie's blog: https://www.julieellis.ca/blogOrder Big Gorgeous Goals: https://www.julieellis.ca/bookWhat did you think of this conversation? We'd love if you'd rate or review our show!

How do you keep serving your vertical when it goes into freefall? Today's guest not only overcame the challenge during the pandemic, but emerged driving 40% year-over-year growth. Nicole Mahoney, the Founder of Break The Ice Media, tackled the difficulty of scaling by serving her vertical even when facing a dramatic downturn. Break The Ice Media, a company Nicole proudly calls an “un-agency”, serves companies in the travel, tourism, and hospitality sectors. Today, the agency makes $2 million in topline revenue with 13 full-time employees. Nicole and Corey sit down to discuss her journey of transforming a generalist shop into a travel marketing agency, and how her podcast, Destination on the Left, played a pivotal role in getting Nicole in front of new audiences and prospects to share her unique point of view on the industry. Tune in for an inspiring conversation with insights and ideas you can apply to grow your verticalized business and provide true value to your niche. Here's what Corey and Nicole cover in this episode: What Nicole's learned on niching down in her 15 years in business. Why Nicole chose travel and tourism as her niche. How to attract and recognize right fit clients. Agency resources she turned to, and what to do if you're struggling with scaling. Here are some actionable key takeaways for agency founders: Don't dilute your offering by serving too many industries. Follow your natural passion when verticalizing. Identify your ideal client budget that grows your agency without swallowing it. Serve your vertical with deeper purpose than just business. The resources mentioned in this episode are: Connect with Nicole on Linkedin Here Listen to Nicole's podcast Here Get Nicole's book Stronger Together

This week, the podcast is coming to you from the ABA Marketplace in Nashville, where nearly 3,000 tour and travel professionals convened to learn and network with their peers. From indigenous experiences in Alberta to the revitalization of destinations like Philadelphia and Branson, this episode is packed with valuable perspectives on collaboration, envisioning the future of travel, and the power of personal connections in the tourism industry. In this episode, you'll hear from these extraordinary leaders: Vince Accardi: President at Ontario Motor Coach Association and Motor Coach Canada Richard Arnold: President & Director of Fun Atlantic Tours Canada Marcy Barnes: Market Development Specialist, Tourism New Brunswick Aaron Brown: Marketing & Experience Manager at Visit Cheyenne Greg Caren: President & Chief Executive Officer at Philadelphia Convention & Visitors Bureau Ryan Elliott: Manager – Business Development at Travel Alberta Bud Geissler: President, Group Collect and ABA Marketplace 2024 Chair Insights from ABA Marketplace in Nashville At the ABA Marketplace in Nashville, we dug deep into tourism partnerships, connections, and relationships. Our industry experts discuss the importance of building connections, the impact of border closures on the industry, and the resurgence of group travel post-COVID. Guests share their experiences of being part of the travel industry in 2023, make predictions for 2024, and highlight the vibrant energy of the travel industry right now. Vince Accardi: President at Ontario Motor Coach Association and Motor Coach Canada Vince and I discussed the increasing interest in indigenous experiences for group travel in Canada. He also touched on the upcoming recovery of the country's tourism industry and why connection-building is the most vital part of attending shows like ABA Marketplace. Richard Arnold: President & Director of Fun Atlantic Tours Canada I loved hearing Richard's thoughts on the challenges and rewards of promoting hands-on experiences in tour itineraries for a post-COVID new normal. He emphasizes the need to be dynamic and creative when planning tours and looks ahead to new opportunities and collaborations in 2024. Marcy Barnes: Market Development Specialist, Tourism New Brunswick Marcy highlights what she is most excited about for the tour and travel business in 2024, including new or expanded itineraries that come into the beautiful province of New Brunswick. She also discusses why networking is the most important thing at events like ABA Marketplace and how the event allows her to connect with buyers and build collaborations with other PMOs. Aaron Brown: Marketing & Experience Manager at Visit Cheyenne Aaron shares his excitement for the upcoming year in the tourism industry as someone who is new to the industry, particularly focusing on the trend of slow travel and why taking time to really connect with a destination is so important for visitors. His word for ABA Marketplace is ‘amazing,' and it's not hard to see why! Greg Caren: President & Chief Executive Officer at Philadelphia Convention & Visitors Bureau Greg and I discuss the importance of authenticity in travel experiences, and he shares more about how his destination is meeting this need by highlighting their historical visitor attractions. He dives into the value of face-to-face interactions and the significance of industry events like ABA Marketplace in rebuilding the tourism economy. Ryan Elliott: Manager – Business Development at Travel Alberta Ryan discusses the importance of cultivating relationships and trust within the tour and travel industry, with a particular focus on the pivotal role of partnerships in driving shoulder season growth. He underscores the energy and passion crucial to the industry and highlights ABA Marketplace as a vital event for fostering connections and collaboration. Bud Geissler: President, Group Collect and ABA Marketplace 2024 Chair I was interested to chat with Bud about the travel industry's adoption of technology, the shift towards cashless options for student travel, and the trend of longer and more exotic experiences for adult travelers. Bud also shares personal experiences that underline the transformative impact of travel experiences and how they shape people's lives. The Power of Partnerships The enriching insights I got from travel industry leaders at ABA Marketplace underscores the transformative potential of partnerships and connections in shaping the tourism industry's future. As the industry continues to rebound, the value of collaboration, innovation, and a shared passion for creating remarkable travel experiences emerge as guiding forces. Through a commitment to building meaningful relationships and fostering inclusive partnerships, the tourism industry is poised for a future defined by innovation, authenticity, and sustainable growth. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Nicole Mahoney is the CEO of Break the Ice Media, host of the podcast Destination on the Left and the author of Stronger Together: Building World Changing Business Collaborations. Today, she sits down with Adam on the Destination Marketing Podcast to talk about her entrepreneurial background and what led her to start her own agency. Nicole also shares some insights on collaboration from her book and some examples of how collaboration works in the destination marketing sphere and beyond. Break the Ice Media Destination on the Left If you're enjoying the show, please leave us a rating and review on Apple Podcasts! The Destination Marketing Podcast is a part of the Destination Marketing Podcast Network. It is hosted by Adam Stoker and produced by Relic. If you are interested in any of Relic's services,  please email adam@relicagency.com or visit www.relicagency.com. To learn more about the Destination Marketing Podcast network and to listen to our other shows, please visit www.thedmpn.com. If you are interested in joining the network, please email adam@relicagency.com. "My point of view on collaboration is that people take it for granted. They don't think a lot about it. People say, yeah, I collaborate. You know, you and I have talked, I mean, you and I have actually collaborated on campaigns and projects for clients. But we don't pay a whole lot of attention to what makes a collaboration work and what might get in the way of making it work.” - Nicole Mahoney

Today's podcast episode and the first for the new year takes into the realm of community connectors for the greater good of collaboration. (a tongue twister) As destination organizations, our role and primary stewardship is the Community! We foster economic development, quality of place, and community vitality. All through the power of collaboration! In many ways, collaboration is our greatest asset as we are neither silos nor single-source solutions for many of the problems facing our destinations. We operate best in a space with many shared lanes but always come to the table with the brand of the community held in the highest regard. As we start 2024, I wanted to bring this conversation full circle on collaboration with a drop of inspiration on our sector's greatest strength, welcome to the show, Annie Rummel, CEO of Great Lakes Bay Regional CVB and Nicole Mahoney, CEO of Break the Ice Media and fellow podcast host of Destination on the Left and recent author. Annie and Nicole, welcome to the show! Great Lakes Bay Regional CVB Break the Ice Media Destination on the Left Destinations International The Architects of Destination Advocacy Podcast is a part of the Destination Marketing Podcast Network. It is hosted by Andreas Weissenborn and produced by Relic. To learn more about the Destination Marketing Podcast Network and to listen to our other shows, please visit https://thedmpn.com/. If you are interested in becoming a part of the network, please email adam@relicagency.com.

Nicole Mahoney is an entrepreneur, speaker, and podcast host with a passion for business. She's the Founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry, and also serves as the CEO of Travel Alliance Partners. In her weekly podcast, Destination on the Left, launched in 2016, she interviews tourism professionals from all over the globe on creativity and collaboration. On this episode of Destination on the Left, I'm talking about the significance of community in the travel, tourism, and hospitality industry. Whether it's the local community you serve, industry associations, or peer groups, being an integral part of a community is essential for making a lasting impact. What You Will Learn in this Episode: Best practices to help guide you in engaging with your community and making the most of events like TAP Dance Why we should focus on serving others within the community, building authentic relationships rather than solely focusing on transactions How to build an authentic and connected community by sharing experiences, successes, and setbacks Why to prioritize spending time with your community, whether through attending regular meetups, participating in online discussions, or engaging in community events How your community can be a pillar of strength during difficult periods Building Meaningful Connections Whether it's a local community, industry associations, or peer groups, connecting with like-minded individuals can have a tremendous impact on personal and professional success. This week, I'm sharing strategies for finding and engaging with your community, including attending industry events and trade shows, which allow you to create opportunities to build relationships through shared experiences and educational sessions. Best Practices for Community Engagement We dig deep into some of the best practices for engaging effectively within a community — things like showing up, listening, and being relentlessly helpful are key steps for building strong connections. It is so important to prioritize relationships over transactions and embrace transparency as a way to form genuine, lasting connections within a community. Peer Group Support We also discuss why peer group interaction plays such a significant role in fostering connections within the travel and tourism industry. Whether through local destination marketing organizations or chambers of commerce, these formal organizations provide avenues for professionals with similar roles to connect, support, and learn from one another. By actively participating in peer groups, individuals can gain valuable insights, access educational opportunities, and form long-lasting relationships that can elevate their personal and professional growth. Resources: Website: https://nicolemahoney.com/ LinkedIn: https://www.linkedin.com/in/nicolemahoney/ Facebook: https://www.facebook.com/BreakTheIceMedia Twitter: https://twitter.com/Break_TheIce Tap Into Travel: https://www.tapintotravel.com/ Research: Collaboration in the Travel, Tourism, & Hospitality Industry: https://breaktheicemedia.com/collaboration/

This week, the show is coming from the NTA Travel Exchange in Shreveport, LA, where more than 800 tour & travel professionals convened to do business, learn, and network. There have been several years of uncertainty and change in the travel industry, but from speaking to these experienced leaders, it looks as though there are positive times ahead. In these conversations, we dig into the trends they're seeing in the tour & travel business, and my guests share how important collaboration is to their destination's success. In this episode, you'll hear from these extraordinary leaders: Kristy Durso: Owner Incredible Memories Travel Lisa Simon: CEO International Inbound Travel Association Lori Sorrentino: Travel Writer and Owner TravelMad.com Michael Dillinger: President, National Federation of Tourist Guide Associations – USA Ron Metz: Business Development Manager, GoWay Travel Shannon Larsen: Co-Owner & Operations Manager Ed-Ventures Ted Bravos: Founder & CEO, International Tour Management Institute Insights from The National Tour Associations Travel Exchange The NTA Travel Exchange is all about positive energy, partnership, and collaboration and it's an event that gives travel experts space to explore new opportunities for their locations. I love hearing these fascinating thoughts from extraordinary leaders in the travel niche. I know you'll enjoy their insights on why events like the NTA Travel Exchange make them better tourism professionals. Kristy Durso of Incredible Memories Travel Kristy highlights the significance of addressing accessibility challenges in travel, focusing on service dog laws as a critical issue. She emphasizes that collaboration, partnership, and communication are key for successful, accessible travel, and in that same vein, her word to describe the NTA Travel Exchange is “essential”. Lisa Simon of International Inbound Travel Association Lisa also talks about the importance of partnerships and collaboration in the travel industry for growing tourism and improving travel products for returning European visitors. She discusses examples of incorporating outdoor products and including national and state parks and their indigenous residents in travel packages. Lastly, she describes the travel industry as fun and rewarding for future professionals, emphasizing the positive energy at events like NTA Travel Exchange. Lori Sorrentino, Travel Writer and Owner of TravelMad.com Lori discusses the rise of multi-generational and slow travel, the heightened awareness of travel impacts, and a love for small rural destinations. We talk about the importance of understanding the diverse reasons why people travel and the significance of connecting with various businesses and groups in the industry. Lori also shares insights on the industry's ongoing evolution, underscoring the limitless potential for growth and experiences in the tourism profession. Michael Dillinger of National Federation of Tourist Guide Associations – USA In my chat with Michael, we dug into the challenges of being a tour guide and the lack of recognition for their role. He and I discussed the magic of the tourism industry and recent trends in the tour and travel business, such as the impact of the COVID-19 pandemic, staffing shortages, and the use of technology, specifically AI, in the tourism industry. He stresses the importance of staying updated and connected with the industry and the role of events like the NTA Travel Exchange conference in achieving this. Ron Metz of GoWay Travel One of the things that comes up repeatedly at these events is the importance of trust and collaboration in the tourism industry, noting that successful trips involve multiple travel components and people. He describes the industry as life-changing, allowing him to meet and work with individuals worldwide and explore different countries. Ron shares personal experiences of presenting travel opportunities and finding fulfillment in helping others experience the world. He encourages potential future tourism professionals to pursue a career in the industry, highlighting the limitless potential for growth and experiences. Shannon Larsen of Ed-Ventures Shannon discusses current trends in the tour and travel industry, highlighting a shift towards experiential travel, smaller group bookings, and the demand for hands-on experiences, such as wine tastings and cultural interactions, as well as the desire for leisurely, immersive itineraries. She and I reflect on why attending in-person events is so valuable in terms of networking, problem-solving, and collaboration with industry peers. When I asked Shannon to describe the NTA Travel Exchange in a word, Shannon chose “friendship” to represent her strong relationships and collaborations in the industry. Ted Bravos of International Tour Management Institute Ted shares his journey into the travel industry and discusses the evolution of the tourism industry, mentioning the benefits of group travel in enhancing people's overall experience of new locations. He mentions his love for the freedom and personal connections that come with the profession and highlights the importance of participating in industry events like the NTA Travel Exchange for networking and industry education. Positive Steps into the Future I love discussing the ever-evolving landscape of the tourism industry with the dedicated travel professionals that we have on the show. In the episode we're exploring the significance of shared experiences in group travel, the growing popularity of slow travel, and the vital role of collaboration and partnerships in creating meaningful and accessible travel experiences. From insights into industry trends and the impact of technology to personal anecdotes of professional growth and fulfillment, our guests have shed light on the transformative nature of the tourism profession and I know you'll enjoy hearing their wisdom.

For this first episode in a special two-part series from the National Tour Associations Travel Exchange, I visited the National Tour Associations Travel Exchange in Shreveport, Louisiana and spoke with several experts in the travel and tourism industry. My guests shared their insights into the travel industry, looking at the trends, challenges, and whether events like NTA Travel Exchange make you a better tourism professional. The wisdom each of these leaders shared is certain to be invaluable for travel industry professionals, both experienced and brand new. In this episode, you'll hear from these extraordinary leaders: Carylann Assante: CEO Student Youth Travel Association Catherine Prather: President National Tour Association Dawnielle Tehama: Executive Director Willamette Valley Visitors Association Jerry Varner: Owner Making Memories Tours John Sutherland: Director of Community Impact Tourism Cares Juan Pablo Suarez: Travel Trade Manager Ottawa Tourism Julie Payne: Group Sales Consultant The Hershey Company Karen DiGiacomo: Tour & Travel Sales Manager Daytona Beach Area CVB Insights from The National Tour Associations Travel Exchange The National Tour Associations Travel Exchange is an incredible event that allows experts in group travel to exchange ideas about the trends in the potential opportunities for group tour operators into 2024. It was my honor to speak to some of the extraordinary guests at the travel exchange to get their thoughts on how they view partnerships and what they would say to the future generation of tour and travel professionals. Carylann Assante: CEO Student Youth Travel Association Carylann describes some trends that she's seeing in the tour and travel business right now, including shorter lead times and a preference for less crowded itineraries allowing for more time for visitors to explore the different spaces, and giving them flexibility should things change. She also highlights restaurant and attraction preferences for smaller groups, and why they're creating groups within groups when they have large numbers. Catherine Prather: President National Tour Association Catherine highlights the increasing demand for meaningful travel experiences that support local communities and the environment. She notes that smaller travel group trends due to COVID are starting to level off, with some groups returning to pre-COVID sizes. Catherine emphasizes the NTA's focus on peer-to-peer networking and collaboration, offering educational sessions and an open buyer floor to help members become better professionals in the travel industry. Dawnielle Tehama: Executive Director Willamette Valley Visitors Association Dawnielle describes the NTA Travel Exchange as an opportunistic event, highlighting the remarkable opportunities it presents for learning and collaboration within the travel industry. She discusses the challenges arising from the slow travel trend and its impact on rural communities, emphasizing the importance of adjusting to this new paradigm. Dawnielle emphasizes the unifying force of tourism, promoting unity and shared experiences among travelers. Jerry Varner: Owner Making Memories Tours Jerry emphasizes the significance of face-to-face interaction and personal relationships in the tour and travel industry, advocating for an open mind and dreaming about potential opportunities. He describes the tourism industry as not “normal,” highlighting the kind and helpful nature of professionals in the field. Jerry also highlights the spirit of inclusivity and family at NTA, providing a setting for high-quality tour operators to interact and connect. John Sutherland: Director of Community Impact Tourism Cares John talks about the significance of diversity, equity, inclusion, and accessibility in the travel industry. We dig into the power of collaboration and partnerships in addressing sustainability and creating meaningful, immersive travel experiences. John also discusses the valuable connections, education, and conversations that events like the NTA Travel Exchange provide, fostering partnerships and collaborations that allow for growth. Juan Pablo Suarez: Travel Trade Manager Ottawa Tourism Juan Pablo and I discuss the importance of face-to-face interactions and personal relationships in the tour and travel industry, emphasizing the critical role of partnerships and collaboration for success. I love that he advises keeping an open mind and dreaming about potential opportunities in the industry, and describes the tourism industry as unconventional, highlighting the kind and helpful nature of professionals in the field. Julie Payne: Group Sales Consultant The Hershey Company Julie shares the importance of networking and creating relationships in the tourism industry during events and appointments with tour operators. She highlights the significance of partnerships and collaboration, likening them to friendships with both parties working toward the common objective of driving more visitors to a destination. Julie also discusses the impact of the global pause on the tourism industry and underscores the importance of trust and reputation in the field. Karen DiGiacomo: Tour & Travel Sales Manager Daytona Beach Area CVB Karen and I dig into the importance of collaboration and partnerships in the tourism industry and she describes the NTA Travel Exchange as an invaluable platform for industry professionals to work together toward a common goal. Karen discusses the evolution of the tour and travel industry, particularly how smaller group sizes are becoming more prevalent due to changing travel preferences and the impact of COVID-19. Moving Forward into 2024 In this episode, we uncover valuable insights from industry experts, from the evolving trends in group travel to the power of collaboration and partnerships. Our guests shed light on the industry's resilience, adaptability, and share their passion for delivering unparalleled travel experiences. As the industry continues to navigate the impacts of global events, the spirit of inclusivity, innovation, and community has emerged as a driving force behind its success. We hear how the connections made at events like the NTA Travel Exchange serve as catalysts for growth, learning, and the creation of memorable experiences that unite travelers and destinations.

Nicole Mahoney is an entrepreneur, speaker, and podcast host with a passion for business. She's the Founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry, and also serves as the CEO of Travel Alliance Partners. In her weekly podcast, Destination on the Left, launched in 2016, she interviews tourism professionals from all over the globe on creativity and collaboration. On this episode of Destination on the Left, I explore topics related to creativity and collaboration in the travel, tourism, and hospitality industry. I share more about my 3C framework for collaboration, which is based on my extensive research that proves organizations that collaborate benefit from fresh, innovative ideas, improved brand reputation, operational efficiencies, and increased trust. What You Will Learn in this Episode: More about inspired collaborations, including the Ohio Birding Collaborative and the Poconos Mountains Community Caring Project, and how they successfully navigated their partnerships My personal experience of collaboration in the construction of a baseball stadium in my very first job in the travel and tourism sector Why collaboration in our industry allows for creative problem-solving and operational efficiency Why cathedral thinking has a huge impact on how we approach collaboration The three collaborator types and how each can work together How the 3C framework for world-changing collaborations works and the importance of evaluating long-term impacts Working Together as Collaborators We're digging into the world of collaboration and its impact on the travel, tourism, and hospitality industry. Drawing on my own experiences and research, I explore the three types of collaborators: promoters, doubters, and protectors. I discuss why successful collaborations require effective communication, commonality of goals, and a commitment to seeing the partnership through difficulties and obstacles. I genuinely believe that coopetition, as I like to call it, can create fresh perspectives and lead to powerful influences within the industry. By looking back at examples from the distant past, such as Thomas Cook's collaboration with a railway company in the 19th century, and more recent ones from my own career and those shared by guests on this podcast, I highlight how collaboration can have a lasting impact on the tourism industry. Long Term Planning I also want to stress the importance of committing to long-term projects and embracing the concept of “cathedral thinking,” where a project may not be completed within one's lifetime but still aims to change the paradigm of the industry. Collaboration is a catalyst for innovation and growth in the travel industry. By fostering effective communication, finding common goals, and committing to long-term projects, industry professionals can create collaborations that leave a lasting impact on the industry. To learn more about collaboration and its role in the travel industry, check out the latest podcast episode hosted by Nicole Mahoney. Resources: Website: https://breaktheicemedia.com/ LinkedIn: https://www.linkedin.com/in/nicolemahoney/ Twitter: https://twitter.com/MahoneyNicole Stronger Together: Building World-Changing Business Collaborations

In this episode of Sell With Authority, I'm thrilled to welcome our guest expert, Nicole Mahoney. Nicole is the Founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry. She also serves as CEO of Travel Alliance Partners — is the host of the rock solid awesome podcast, Destination on the Left — and is the author of the brilliant book, Stronger Together: Building World-Changing Business Collaborations. Why am I so excited to have Nicole join me on the podcast today? It's because Nicole's approach to building her businesses, her unwavering commitment to serving her industry, and her refreshing perspective on competitors are truly unique — and so refreshing — in an industry where many are very willing to race each other to the bottom on profit just to win that next new client. Instead of competing — Nicole shows you how to come together with competitors — she helps you learn how to collaborate with them, resulting in more client wins, more opportunities, and more room for growth. Nicole calls this innovative strategy in collaboration “coopetition.” But it's more than a strategy; it's a way of life for Nicole. It's the guiding principle behind her leadership, her teaching, and how she and her team serve their industry. If you take and apply the insights and wisdom Nicole shares on coopetition, you'll unlock a world of new opportunities and forge partnerships, and perhaps even alliances, with former competitors. This will position you perfectly to charge into 2024. What you will learn in this episode: How Nicole defines coopetition Why Nicole sees collaboration and coopetition as one and the same Why you are losing out if you are not pursuing collaborations with competitors What are the three types of collaborators Nicole discovered in her research How to set up a framework that will set you up for success in building collaborations Resources: Website: https://breaktheicemedia.com/ LinkedIn: https://www.linkedin.com/in/nicolemahoney/ Twitter: https://twitter.com/MahoneyNicole Destination on the Left Podcast: https://breaktheicemedia.com/podcast/ Stronger Together: Building World-Changing Business Collaborations Travel Alliance Partners: https://www.tapintotravel.com/ Additional Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group

Episode 341: This week the show is at Tap Dance, organized by the Travel Alliance Partners, where the focus is on the power of collaboration, connections, and partnerships in the travel and tourism industry. Through conversations surrounding the Tap Dance 2023 travel conference and real-life experiences, my guests share a deep appreciation for the importance of working together, building strong relationships, and leveraging partnerships to create impactful travel experiences. From creating joint itineraries to forming pod partnerships, this episode explores how collaboration and teamwork can elevate the industry and provide operators with valuable pre and post-trip experiences. Get ready for an inspiring and informative discussion that highlights the transformative power of collaboration in the travel trade segment. Todd Read: Trade and Consumer Sales Manager at SoIN Tourism Timothy Cave: Owner of ITG Travel Stacey Warren: Director of Sales and Marketing at The Maine Tour Connection Micheal Collins: Development Consultant at Nebraska Tourism Division Marlene Kay Smith: Group Sales Manager with Traverse City Tourism Insights from the Tap Dance We hear from five amazing travel and tourism leaders, including Todd Reed, Tim Cave, Stacey Warren, Micheal Collins, and Marlene Smith, who provide insights on the Tap Dance show and partnerships in the industry. Todd Read: Trade and Consumer Sales Manager at SoIN Tourism “Collaboration is the key,” according to Todd. He discusses the importance of collaboration and partnerships in the industry and shares his experience of how trust and communication are crucial in building successful relationships with partners. Todd also emphasizes the value of attending travel conferences, such as Tap Dance, to network, exchange ideas, and learn from other professionals in the field. Timothy Cave: Owner of ITG Travel Timothy shares his own experience working with various partners and tour operators in Nebraska, emphasizing the need to go where the operators are and get to know people. He also talks about the benefits of attending shows and networking with others in the same line of work. Timothy believes leveraging partnerships and learning from others is crucial for success in the tour operator industry. Stacey Warren: Director of Sales and Marketing at The Maine Tour Connection Stacey talks about what partnership means to her, and why it's the number one thing you need in this industry. She dives into a partnership she and neighboring DMOs have set up that enables visitors to learn more about Maine and the surrounding region. Stacey also highlights the significance of networking at events like Tap Dance, where industry professionals can learn from each other and exchange ideas. Micheal Collins: Development Consultant at Nebraska Tourism Division I loved hearing more about the collaboration between Nebraska and Wyoming and how they built an itinerary based on the Western heritage of cowboys and Native Americans. He also discusses why his word for Tap Dance is ‘wonderful' because of its family feel and commitment to helping travel industry professionals build significant, long-lasting relationships. Marlene Kay Smith: Group Sales Manager with Traverse City Tourism Marlene describes why for her, partnerships are very much a two-way street, which sometimes might benefit one person more at one time, but which always even out in the end. She highlights the importance of respecting one another as fellow knowledgeable professionals. Marlene also talks more about Circle Michigan, a partnership that has lasted 40 years because everyone involved understands that they're better together. I hope you enjoyed the second episode of our special two-part series from Tap Dance, where we dive into the world of this unique travel conference, where collaboration, partnership, and connection are at its core. From intimate conversations and learning from colleagues in the tourism industry to exploring new trends and expanding networks, Tap Dance provides invaluable experiences and professional growth opportunities. I loved that our guests shared their insights on the importance of working together, forming strong relationships, and leveraging partnerships to create successful events and promote destinations. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Episode 340: This week I'm at Tap Dance, the annual travel conference hosted and produced by Travel Alliance Partners. Tap Dance is an intimate show that gives a select group of tour operator partners a chance to build genuine relationships with Preferred Professional Travel Providers. I'm privileged to be able to talk to five experienced leaders in the travel and tourism sector and ask them about how shows like Tap Dance help empower them to do their job better. We also dive into what the word partnership means to them, and my guests offer an example of a partnership that works well for them. I can't wait to share my guests' words with you. Lori J. Solomon: Vice President of Travel and Trade with the Sullivan Catskill Visitors Association Libby Jones: Director of Education at Battleship New Jersey Museum and Memorial Jim Walter: Vice President of Visit Cheyenne Jill Shorkey: Director of Group Tours for Great Lakes Bay Regional Convention and Visitors Bureau Emily Hamill: Hospitality Coordinator at Old Sturbridge Village Insights from the Tap Dance I am excited to showcase the Tap Dance travel conference in this roadshow series because Travel Alliance Partners, one of my own businesses, is built to support collaboration and connection in the travel trade community. Lori J. Solomon: Vice President of Travel and Trade with the Sullivan Catskill Visitors Association Lori shares more about a collaborative program her organization is part of called Beyond the Big Apple, where they're encouraging travelers to explore the area beyond New York City. She discusses the collaborative effort between the Catskills, central New York, and Hudson Valley and how putting together a two-week itinerary that showcases the best of the region helps domestic and international travelers explore the region. Libby Jones: Director of Education at Battleship New Jersey Museum and Memorial We dive into what partnership means to Libby and how she loves to work as a team to better achieve their goals. Her organization is a big fan of the phrase rising tide lifts all ships! She also shares more about how the Battleship New Jersey Museum and Memorial are building a locale with the Independent Seaport Museum to make it easier for groups who visit both destinations. Jim Walter: Vice President of Visit Cheyenne Jim tells us how shows like Tap Dance help him be a better travel and tourism professional. He describes how working together and listening to how other people sell their destinations helps you learn and grow professionally. Jim also shares more about the Visit Cheyenne open-air rodeos, their new partners, and how they're attracting a fantastic international audience. Jill Shorkey: Director of Group Tours for Great Lakes Bay Regional Convention and Visitors Bureau I loved how Jill describes partnership as teamwork, listening, and an aligned vision for all of us to be together for the benefit of everyone. She also shares why her word of the show is ‘reverence' and how as a first time Tap Dancer, she can feel the synergy with colleagues from all parts of the industry. Emily Hamill: Hospitality Coordinator at Old Sturbridge Village We talk about why networking is beneficial from a business and professional standpoint and why she's enjoying making so many connections with her peers. We also dive into an example of a partnership that's working for Old Sturbridge Village in their collaboration with the Table Three restaurant group that allows their guests to experience fine dining in a historical setting. I hope you enjoyed this first episode of our special two-part series from Tap Dance. We delved into the world of this unique travel conference, where collaboration, partnership, and connection are at its core. From intimate conversations and learning from colleagues in the tourism industry to exploring new trends and expanding networks, Tap Dance provides invaluable experiences and professional growth opportunities. I loved that our guests shared their insights on the importance of working together, forming strong relationships, and leveraging partnerships to create successful events and promote destinations. Stay tuned for the second part of our series, where we will continue to explore the magic of Tap Dance. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Break the Ice Media team members Rhonda Cardenas and Brittany Lynn attended the Georgia CVB annual conference and discovered a wealth of inspirational stories and ideas that the state has to offer. With a positive momentum coming off of a strong 2022, there is a lot of optimism for a bright future in Georgia tourism. The state's beautiful outdoors continues to attract visitors, with state parks seeing large numbers of visitors and new apps featuring outdoor experiences like canoe and kayak trails. The conference attendees described the event as exciting, innovative, collaborative, and like a family, making it clear that Georgia's tourism industry is evolving and staying relevant in a changing world. In this episode, you'll hear from seven Georgia tourism leaders: Joe Marinelli – President, Visit Savannah Kat Hoyt – Visitor Center President, Discover Darien Sam McDuffie – Director of Tourism for Discover Dahlonega Sandy White – President & CEO Alliance for Dade, Chamber of Commerce & Welcome Center Stephanie Stuckey – CEO of Stuckey's Corporation Steven Schumacher – President, Cartersville Bartow CVB Tyler Bryant – President & CEO, Visit Hawkinsville Collaboration and Learning The Annual Conference organized by GACVB offers an excellent chance for professionals in the tourism industry to upgrade their knowledge of destination marketing and management. At this conference, industry suppliers, travel and hospitality affiliates, and tourism professionals come together to discuss successes and explore solutions related to the travel and tourism industry. It is a fun and informative event that offers ample opportunities for collaboration and learning with like-minded professionals across the state. Joe Marinelli – President, Visit Savannah Joe shares one of the many successful partnerships that his organization has fostered in Savannah. He explains how they work closely with the leadership of the Savannah/Hilton Head International Airport and formed an Air Service Task Force made up of representatives from the airport, Visit Savannah, and Hilton Head to attract new air service to the region. By working together, they have brought in new airlines and expanded the number of destinations the airport serves. Kat Hoyt – Visitor Center President, Discover Darien Kat shares why it's about more than just visiting attractions, but getting outside and enjoying Georgia's beautiful natural spaces. Whether it's hiking through the mountains or paddling down a river, visitors are increasingly interested in connecting with nature and exploring the outdoors. Kat also describes the potential she sees in the use of technology to enhance the visitor experience. For example, the riverkeepers are developing apps that offer information about canoe and kayak trails in the state. This kind of technology can help visitors plan their trips more effectively and make the most of the available destinations. Sam McDuffie – Director of Tourism for Discover Dahlonega Sam shares his successful collaboration and partnership experience in using Over-the-Top (OTT) Television for their destination's tourism promotions. He emphasizes the importance of adapting to new technologies to cater to the ever-changing preferences of their target audience. With more people now using streaming devices for their TV viewing, his DMO has been trying to reach its target market by promoting its commercials and brand in streaming services through OTT TV. Sandy White – President & CEO Alliance for Dade, Chamber of Commerce & Welcome Center Sandy shares her excitement for tourism in Georgia in 2023 and notes that the trend of outdoor activities continues to gain momentum, with state parks seeing large numbers of visitors. She believes people are rediscovering the joys of road trips and staying close to home due to lingering concerns about air travel. As a result, small communities and outdoor destinations in Georgia are poised to benefit greatly. She also observes that the market is shifting towards more family-oriented weekend trips that involve outdoor activities. Stephanie Stuckey – CEO of Stuckey's Corporation Stephanie believes their brand is all about the freedom and independence of exploring America, which is at the core of tourism. Stuckey is excited to see a revival of the road trip in the country, as people are enjoying the joy of getting in their cars and exploring. In terms of changes in the market, Stuckey has noticed an increasing interest in small-town America. The sense of belonging and connection to a place is becoming more important to travelers, which makes Stephanie optimistic about the future of tourism in America. Steven Schumacher – President, Cartersville Bartow CVB According to Steven Schumacher, one trend that's new to the market and booming right now is the popularity of platforms like Airbnb for renting homes and cabins. In the past, hotels were always the main focus for CVBs to earn occupancy taxes. However, in recent years, with Airbnb's contributions to CVB funding, it has expanded their reach to those who may not want a traditional hotel stay. By partnering with both hotels and home-sharing platforms, CVBs can attract a broader range of travelers. Steven believes this trend enhances their ability to appeal to people who are interested in experiencing destinations in a more home-like setting rather than a traditional hotel. Tyler Bryant – President & CEO, Visit Hawkinsville According to Tyler, the word that best describes the GACVB annual conference is “collaboration.” This conference is all about sharing and learning new ideas from each other and working together towards success. The attendees collaborate with one another to grow and prosper in the industry. He shares why the conference offers a great opportunity for professionals to network, exchange knowledge, and find ways to work together toward a common goal. Forward Momentum for Georgia Destinations Our attendance at the Georgia CVBS conference has revealed some exciting insights into the state's tourism industry. Georgia is experiencing positive momentum after a successful 2022 with a promising outlook for 2023. Visitors are drawn to the state's natural beauty, with outdoor experiences remaining a top priority for many. Furthermore, the revival of road trips and interest in small-town America is playing into Georgia's strengths, making it a compelling destination for visitors. The state's tourism industry is continuously evolving to remain relevant in a changing world, and we're excited to see what the future holds for Georgia. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Welcome back to our special two-part series from the ABA Marketplace Roadshow edition! In this week's episode, we continue our exploration of the positive energy and optimism that pervades this year's event. We discuss a range of topics, from the importance of collaboration in creating unforgettable experiences for visitors to the growing trend of slow travel and the benefits of spending more time in a single destination. So join us as we continue to explore the future of tour and travel in this exciting and dynamic industry. In this episode, you'll hear from: Jacob Servais – Hall of Fame and Stadium Tour Sales Executive at Green Bay Packers Juan Pablo Suarez – Travel Trade Manager Ottawa Tourism Julie Dautrich – Tourism Sales Manager at Discover Lancaster Keith Snode – Lead Navigator (COO) at Group Travel Odyssey & Chief Operating Officer (COO) Kaleidoscope Adventures Stacy Thornton – Senior Manager, Tourism Sales Greater Boston Convention & Visitors Bureau Tina Mt. Pleasant – Director of Travel Trade Sales at Destination Niagara USA Golden Nuggets from the American Bus Association's Annual Marketplace The American Bus Association marketplace roadshow is an annual event that brings together tour and travel professionals from across the United States and worldwide. The event is designed to provide a unique forum for networking, education, and collaboration, with a focus on the latest trends and best practices in the industry. During the marketplace, attendees have the opportunity to meet with representatives from a wide range of travel-related companies and participate in educational seminars, learn about new products and services, and build relationships with others in the field. Whether you're a seasoned industry veteran or just starting out in the world of tour and travel, the ABA marketplace roadshow is the perfect place to connect, learn, and grow. Jacob Servais – Hall of Fame and Stadium Tour Sales Executive at Green Bay Packers Jacob talks about looking toward the future of the travel industry and some of the factors he is keeping a close eye on, particularly in the motorcoach and tourism sector. One of the biggest challenges that has arisen is the fluctuating gas prices. This has affected school groups, rec groups, and senior centers who rely heavily on transportation. However, partnerships and collaborations are helping to alleviate this issue. For instance, the Green Bay Packers Foundation provides a transportation grant for school groups, which not only assists in getting students to Lambeau but also supports bus companies. Juan Pablo Suarez – Travel Trade Manager Ottawa Tourism Juan Pablo discusses how the group travel industry is evolving and facing many challenges due to the impact of the pandemic. He shares that one of the noticeable changes is that people are looking to truly experience a destination rather than just seeing it. This means that travelers are looking for a more immersive experience and are embracing the trend of slow travel. Instead of rushing through multiple destinations in a short period of time, travelers are looking to spend more time in a few select places. This trend benefits destinations, as visitors can stay longer and explore more attractions, leading to a better overall experience. Julie Dautrich – Tourism Sales Manager at Discover Lancaster According to Julie, the word energizing perfectly describes the ABA Marketplace Roadshow because it has brought a new level of excitement and enthusiasm to the travel industry. The event is an excellent platform for tourism professionals to network and connect with potential clients. The sheer number of appointments and meetings, coupled with the energy and passion of attendees, creates a vibrant and dynamic atmosphere. The energy and enthusiasm at the ABA marketplace are infectious, making it an event everyone in the travel industry should attend. Keith Snode – Lead Navigator (COO) at Group Travel Odyssey & Chief Operating Officer (COO) Kaleidoscope Adventures The changes in the group travel industry are significant, and Keith shares why it's so fascinating to see how things are evolving. One of the biggest changes is in how people are buying group travel experiences. Keith discusses how pre-formed groups used to work with a single group leader, and the focus was on the group as a whole rather than on the individual travelers and how COVID-19 has changed that, so now there is a unique touchpoint with each individual traveler. We dive into how the integration of technology into group travel has revolutionized the way business is done and why it's exciting to see how these changes will shape the industry. Stacy Thornton – Senior Manager, Tourism Sales Greater Boston Convention & Visitors Bureau Stacy shares with me why she is so excited about what's on the horizon for her organization, Meet Boston. She discusses how their new brand captures the city's spirit and why she can't wait to see how that will translate into their marketing and outreach efforts. Stacy also shares what she's most looking forward to, including reclaiming some sense of normalcy and being able to travel freely again, explore new destinations, and meet new people. Tina Mt. Pleasant – Director of Travel Trade Sales at Destination Niagara USA It's heartwarming to hear about the family-like atmosphere at ABA Marketplace. The strong relationships they have built over the years make attendees feel like they are part of a close-knit family. Tina shares how the amazing conversations that happen at the event can bring people together and create such a warm and welcoming environment. It's clear that this feeling of camaraderie is a unique aspect of ABA Marketplace Roadshow and one that keeps people coming back year after year. It's a testament to the power of community and how important it is to feel connected to others, especially in the travel industry. A Positive Future Our guests highlight how technology is rapidly transforming the sector and the exciting opportunities this presents for innovative tour and travel companies. Plus, we hear firsthand about the product development initiatives that are creating new and exciting experiences in some of the world's most iconic destinations. As a fun way to wrap things up, I also asked each of our guests to sum up their experience of the ABA Marketplace Roadshow in just one word – listen in to hear their inspiring responses, which include words like energizing, essential, and family. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

For this first episode in a special two-part Destination on the Left series, I'm joining you from the American Bus Association's Annual Marketplace in Detroit. What stands out in my interviews with the following industry leaders is how positive everyone feels about 2023 and the future of the tour and travel sector. My guests share their golden nuggets about what they are most looking forward to, the changes they see in the market, how collaboration has helped them, and trends on the horizon that they are excited to be part of. In this episode, you'll hear from these extraordinary leaders: Amy DeFrancesco– National Sales Executive at Drury Hotels Ryan Sanders – Vice President of Operations and Sales for the Motorcoach Family of Brands Chelsea Lerud – Executive Director of Iowa Travel Industry Partners Dagny Ashley – Director of Tourism at City of Quincy Gary Hahn – Vice President of Marketing and Communications National Comedy Center Inna Cramer – Sales Director at Rocky Mountaineer Group Travel Insight from American Bus Association's Annual Marketplace The American Bus Association's Annual Marketplace is an exceptional event that brings together motorcoach and tour operators, as well as industry suppliers, providing them with an opportunity to connect and establish new relationships to advance their businesses. Recently, I had the privilege of interviewing some of the distinguished attendees at the Annual Marketplace, where I gained insights into how building partnerships and actively seeking collaborations has transformed their industry in recent years. Join me as we delve deeper into the importance of collaboration in shaping the future of the motorcoach and tour operator industry. Amy DeFrancesco- National Sales Executive at Drury Hotels Amy shares the importance of collaboration in the hospitality industry. She notes the rebound from the pandemic and the return of international travelers as key areas of growth. She also dives into the issues of booking window shrinkage in the industry and discusses its pros and cons, including better market awareness and pressures on the operational team. Amy also shares her pride that Drury Hotels has been awarded the highest guest satisfaction in the upper midscale chain for the 17th consecutive year. The recent opening of their largest hotel on Disney property in December 2022 is a testament to their continued growth. Amy emphasizes that what drew them to their partners is their shared values of high standards and integrity, which makes for great collaborations. Ryan Sanders – Vice President of Operations and Sales for the Motorcoach Family of Brands In the travel industry, attending events and trade shows is crucial for networking and staying up-to-date with industry changes. Ryan shares his experience of attending appointments and events at the ABA conference, where he was impressed with the resilience of the industry organizations, including ABA. Despite the challenges brought on by the pandemic, these organizations have managed to survive and support their members, ensuring that industry professionals can continue to connect and collaborate — which is why his word of the conference is “evolving.” Chelsea Lerud – Executive Director of Iowa Travel Industry Partners Chelsea shares that in terms of group travel, they're seeing some exciting changes in the market. Specifically, in Iowa, they are noticing that travelers are using the state as a stopover on their way to their final destination. While Iowa may not be their ultimate goal, the team at Iowa Travel Industry Partners is excited to capture visitors at a few key locations. A strategy that encourages travelers to take a longer trip and explore more of what Iowa has to offer. She goes on to comment that “It's exciting to see the evolution of group travel, and we're thrilled to be a part of it.” Dagny Ashley – Director of Tourism at City of Quincy Dagny, of Tourism at City of Quincy, is excited for 2023 and getting back to the business of travel. After a tough few years for both the hospitality industry and suppliers, her organization is looking forward to a positive outlook for the year ahead. With last year already showing signs of recovery, Dagny is confident that visitors are eager to hit the road again and start traveling. This sentiment has been echoed by others at the ABA event, with a shared sense of excitement for the year ahead and a feeling of returning to a new normal in the travel industry. Gary Hahn – Vice President of Marketing and Communications National Comedy Center Gary discusses how group travel is evolving and changing — according to Gary, they are seeing a broader demographic of visitors, including young people and students. They are also noticing more individuals from the over-50 crowd, which tends to be the motorcoach crowd that enjoys visiting museums. Gary is excited to see this change, as it presents new opportunities for engagement, especially given the technology present in their museum. Gary shares details of an upcoming collaboration hosting of the Pennsylvania Bus Association's annual conference in Chautauqua County. This is an exciting opportunity for the attraction, as it's their first time bringing in the association for a conference. Inna Cramer – Sales Director at Rocky Mountaineer Inna, Director of Sales for Rocky Mountaineer, shared her insights on the evolving group travel industry in an interview. She mentioned that they are seeing smaller groups of families and friends wanting to travel together, as well as like-minded individuals wanting to connect and enjoy the train experience. When asked to describe ABA Marketplace in one word, Inna went for “connections.” She loves the word because it represents the opportunity to see old friends, establish new connections, and work together with industry partners to make an impact in the travel and tourism industry. A Positive Future After speaking with my industry expert guests, it is clear that the tour and travel sector is looking towards a positive future in 2023. My guests shared their thoughts on the changes they see in the market, trends they are keeping an eye on, and how collaboration has helped them to drive more sales, extend relationships, and build brand awareness. Niche travel, hidden gems, and a focus on remaining adaptive and agile in a constantly changing world were also discussed. Additionally, the guests had some great insights into the importance of collaboration and how it can help drive business growth. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

I'm sharing more insights from the group travel industry in the second episode of a special three-part series of Destination on the Left episodes from the National Tour Associations Travel Exchange in Reno. I'm excited to share their thoughts on key trends and challenges as we move into 2023. In this episode, you'll hear from: Jim Warren, US Group Specialist at Anderson Vacations Lorna Davis, Global Sales Manager at Travel Oregon Mark Brodeur, International Tourism & Group Sales Director at Visit Rhode Island Nick Calderazzo, President at Twin Travel Concepts Peter Pantuso, President & CEO at ABA Ryan Robutka, Senior Manager for Market Development at Via Rail Canada Todd Read, Trade & Consumer Sales Manager at SoIN Tourism Group Travel Wisdom The National Tour Associations Travel Exchange I have loved talking with all the amazing, experienced group tour specialists at the NTA about how they envision the future of their sector. During our short interviews, I also asked them about current trends they are seeing in the industry, where their challenges lie, and the one word they would use to describe their experience of the National Tour Associations Travel Exchange. You'll be fascinated by their answers! Jim Warren, US Group Specialist at Anderson Vacations Jim reflects on trends that Anderson Vacations has been seeing in the group travel industry, including the customer desire for smaller groups. He describes how they have leveraged that trend and started to develop smaller group experiences of between 12 and 20 people and why they are keen to move that trend forward. Lorna Davis, Global Sales Manager at Travel Oregon In her mini-interview, Lorna talked to me about the number one issue that Travel Oregon is facing right now and how they are moving through that challenge. She describes some of the ways they endeavor to meet the demands of group travel customers despite often struggling with adequate staffing. Lorna also shares the need to be genuinely hospitable and greet guests with a smile no matter what's going on behind the scenes. Mark Brodeur, International Tourism & Group Sales Director at Visit Rhode Island Mark's word to describe the NTA Travel Exchange is ‘opportunity'. He shares why he loves participating in the knowledge exchange that the event allows and how it helps Visit Rhode Island stay abreast of current trends in the group travel industry. He also digs into some of the trends his destination is seeing right now, including creating personalized experiences within the group travel niche. Nick Calderazzo, President at Twin Travel Concepts In our conversation, Nick reveals that his organization is seeing later bookings and reflects on why people are waiting longer to make decisions. He also shares the changes he has seen in the senior group travel market, particularly their growing comfort with looking for and booking their travel online and the need to build unique, off-the-beaten-track experiences. Peter Pantuso, President & CEO at ABA According to Peter Pantuso, expectations in the group travel niche are changing. He discusses how they are creating individualized experiences for guests within a group tour and likens the experience to a cruise where people are traveling together but also have the opportunity to split into smaller groups to satisfy different interests. Peter firmly believes that understanding the need to provide something for everyone will be a key theme in 2023. Ryan Robutka, Senior Manager for Market Development at Via Rail Canada One of the challenges Ryan Robutka of Via Rail Canada has faced over the past couple of years is doing more with less. He describes how despite their staff being extremely stretched, they have been able to come through and offer the experience that travelers are looking for. They have committed to protecting the core experience their travelers are looking for in addition to catering to some of the more recent trends in the group travel industry. Todd Read, Trade & Consumer Sales Manager at SoIN Tourism Todd and I discuss the future of group travel, including the greater need for flexibility. He shares what SoIN Tourism can do as a DMO to help group travel organizations set up fantastic experiences for guests and how their intimate knowledge of their destination can help. As he says, ‘you can't just sit back and do what you've always done.' 2023 and Beyond in the Group Travel Sector My guests make it clear that the future outlook for the group tour industry is bright, and its evolution is opening up new opportunities for all stakeholders. They highlight the small group trend that started before the pandemic and continues today, and how that trend opens up new destinations in group travel. We also discuss the importance of remaining flexible and continuing to change with the industry, and move through challenges with grace. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

For this first episode in a special three-part series of Destination on the Left episodes, I visited the National Tour Associations Travel Exchange in Reno and spoke with several experts in the travel and tourism industry. My guests shared some of their wisdom in mini-interviews, focused on the trends, challenges, and future outlook for the group travel industry. The brilliance each of these leaders shared is certain to be invaluable as we seek new opportunities in group travel. In this episode, you'll hear from these extraordinary leaders: Amy Larsen – Industry Relations Manager at Wyoming Office of Tourism Debbie Jones – Senior Vice President & Client Relations at Trip Mate, Inc. Eddie Lutz – Director of Sales at Ark Encounter/Creation Museum Jay Smith – President at Sports Travel and Tours Lee Callicut – Destination Sales Manager at Visit Montgomery Marcel Perkins – General Manager at Latin Trails Michael Collins – Group Tour Coordinator at Nebraska Tourism Commission Travel and Tourism Insight from The National Tour Associations Travel Exchange The National Tour Associations Travel Exchange is an incredible event that allows experts in group travel to exchange ideas about the trends in the potential opportunities for group tour operators in 2023 and beyond. It was my honor to speak to some of the extraordinary guests at the travel exchange to get their insights into where the group travel industry has been, where it's going and share key information and strategies for the future. Amy Larsen – Industry Relations Manager at Wyoming Office of Tourism Amy shares her perspective on travel trends she has seen over the last few months, including visitors' desire to see their smaller towns and unique destinations. People are connecting the pioneer spirit and the western heritage which is central to Wyoming. She describes why the COVID-19 pandemic led to a desire for simpler times and why it's such an exciting trend for Wyoming. Debbie Jones – Senior Vice President & Client Relations at Trip Mate, Inc. Debbie and I talk about the number one issue facing the industry today and how her organization is helping to address it. She shares the challenges travelers often face in finding an appropriate insurance plan for a more mature audience. Debbie discusses how her company provides peace of mind and ease of access for people traveling in groups. Eddie Lutz – Director of Sales at Ark Encounter/Creation Museum Eddie discusses the number one issue facing his organization right now and how they are moving through it. We dive into the industry-wide issue of a lack of staffing and why it's so concerning for group travel companies. Eddie describes why his organization has committed to taking on a leadership role in their region, working with hotels and attractions to ensure they are ready to offer guests exemplary hospitality. Jay Smith – President at Sports Travel and Tours I talked with Jay about what he believes the group tour operator of the future will look like and how they'll get there. He shares why he thinks group tour operators will have to be a little more creative to continue bringing unique experiences to the plate that people just can't do independently. We also discuss how we can educate the younger community of travelers on the benefits of group travel. Lee Callicut – Destination Sales Manager at Visit Montgomery Lee shares how Visit Montgomery flipped from a destination marketing organization trying to bring travelers into the area to what they call a destination management organization focusing on serving people who live in the area. He shares the lessons they learned and how they have translated into providing small-group outdoor-based experiences for visitors and locals alike. Marcel Perkins – General Manager at Latin Trails Marcel discusses the issue of sky-high flight costs facing the touring travel market and how his organization is responding to it. He shares why many travelers are waiting for flight prices to Europe to drop before they plan their trips and gives his recommendations for what destinations should be doing to be ready for guests when the time comes. Michael Collins – Group Tour Coordinator at Nebraska Tourism Commission Post-COVID-19 travelers are rediscovering the wide open spaces and rural areas of the USA. People are looking for destinations that are quirky, out of the ordinary, and a fun place to visit, and Michael describes why that describes Nebraska to a T. He also shares what his team is doing to capitalize on that trend. Key Trends for 2023 According to my guests, trends for 2023 include active itineraries, small-town visits, and a definite focus on seeking the simpler pleasures in life. Our discussions also touched on the importance of having professionals in the industry mentoring new team members at hotels, restaurants, and attractions where tour operators plan to visit and how that might impact the generalized staffing shortage.

In the second episode in a special three-part series of Destination on the Left episodes from the National Tour Associations Travel Exchange in Reno, I'm sharing more insights from the group travel industry. I'm excited to share their thoughts on key trends and challenges as we move into 2023. In this episode, you'll hear from these extraordinary leaders: Peter Johnson, Manager & Market Development at Tourism Nova Scotia Richard Arnold, President at Atlantic Tours Limited Tillie Youngs, Sales Manager at Visit 1000 Islands Anjuli King, Director, Domestic Group Tour & Entertainment Sales at Visit Savannah Debra Asberry, President & Founder at Women Traveling Together, Inc. Heather Egan, Director of Leisure & International Sales at Grapevine Convention & Visitors Bureau Travel and Tourism Insight from The National Tour Associations Travel Exchange In my interviews at the NTA, I talked with tour and travel professionals about how dynamic and resilient the group tour industry is. I asked each guest to share trends, challenges, and the future outlook for the tour industry from their viewpoint — you will find a lot of similar themes running through their answers. Peter Johnson — Manager & Market Development at Tourism Nova Scotia Peter discussed the number one issue they are facing in the industry right now and how Tourism Nova Scotia are moving through it. He shares what they're doing to combat labor shortages with innovative ways to bring people back to the industry, including working closely with partner organizations. Richard Arnold, President at Atlantic Tours Limited The impact of COVID-19 on the group travel industry included reducing numbers on tour departures for health and safety reasons. Richard describes how this pivot has led to Atlantic Tours developing an offering of small group departures and why he believes that offering individual, unique experiences are among the key trends of 2023. Tillie Youngs — Sales Manager at Visit 1000 Islands Tille describes the impact straddling two countries has on her destination marketing organization. She discusses their notable collaborations on both sides of the St. Lawrence River and why they have always seen themselves as a two-nation destination. We also talked about the opportunities to collaborate and work as closely with international partners. Anjuli King — Director, Domestic Group Tour & Entertainment Sales at Visit Savannah There are so many great destinations that have a huge amount to offer groups, and Savannah is undoubtedly one of those places. Anjuli shares some of the trends she is seeing right now in the group tour industry, including the popularity of their black history tours. She also discusses why she believes that Georgia as a whole has opened up to new opportunities in the last couple of years. Debra Asberry — President & Founder at Women Traveling Together, Inc. Debra tells me about why she founded Women Traveling Together and describes the ethos of their exclusively small group women tours and why they embed a tour leader to manage group dynamics and just show guests a wonderful time. Debra also gives me her word to describe the NTA Travel Exchange, which is ‘ready' and dives into how it relates to relationship building within the group travel and tourism industry. Heather Egan — Director of Leisure & International Sales at Grapevine Convention & Visitors Bureau Heather and I discuss some of the problems that have become evident in the group travel niche over recent years. She shares how her organization balances the needs of the group tourism industry with the requirements of individual travelers and why they remain committed to finding the best way to accommodate groups and maintaining key relationships in the sector. Moving Through Challenges These brilliant travel professionals join me in exploring key trends and challenges for 2023 and how the COVID-19 pandemic has informed what's going on in the group travel niche right now. My guests also describe the NTA Travel Exchange in just one word, and some of the key themes you'll hear in this episode center on partnership, invigorating the industry, and strong connections. Get ready to be inspired! We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/    

For this first episode in a special three-part series of Destination on the Left episodes, I visited the National Tour Associations Travel Exchange in Reno and spoke with several experts in the travel and tourism industry. My guests shared some of their wisdom in mini-interviews, focused on the trends, challenges, and future outlook for the group travel industry. The brilliance each of these leaders shared is certain to be invaluable as we seek new opportunities in group travel. In this episode, you'll hear from these extraordinary leaders: Amy Larsen – Industry Relations Manager at Wyoming Office of Tourism Debbie Jones – Senior Vice President & Client Relations at Trip Mate, Inc. Eddie Lutz – Director of Sales at Ark Encounter/Creation Museum Jay Smith – President at Sports Travel and Tours Lee Callicut – Destination Sales Manager at Visit Montgomery Marcel Perkins – General Manager at Latin Trails Michael Collins – Group Tour Coordinator at Nebraska Tourism Commission Travel and Tourism Insight from The National Tour Associations Travel Exchange The National Tour Associations Travel Exchange is an incredible event that allows experts in group travel to exchange ideas about the trends in the potential opportunities for group tour operators in 2023 and beyond. It was my honor to speak to some of the extraordinary guests at the travel exchange to get their insights into where the group travel industry has been, where it's going and share key information and strategies for the future. Amy Larsen – Industry Relations Manager at Wyoming Office of Tourism Amy shares her perspective on travel trends she has seen over the last few months, including visitors' desire to see their smaller towns and unique destinations. People are connecting the pioneer spirit and the western heritage which is central to Wyoming. She describes why the COVID-19 pandemic led to a desire for simpler times and why it's such an exciting trend for Wyoming. Debbie Jones – Senior Vice President & Client Relations at Trip Mate, Inc. Debbie and I talk about the number one issue facing the industry today and how her organization is helping to address it. She shares the challenges travelers often face in finding an appropriate insurance plan for a more mature audience. Debbie discusses how her company provides peace of mind and ease of access for people traveling in groups. Eddie Lutz – Director of Sales at Ark Encounter/Creation Museum Eddie discusses the number one issue facing his organization right now and how they are moving through it. We dive into the industry-wide issue of a lack of staffing and why it's so concerning for group travel companies. Eddie describes why his organization has committed to taking on a leadership role in their region, working with hotels and attractions to ensure they are ready to offer guests exemplary hospitality. Jay Smith – President at Sports Travel and Tours I talked with Jay about what he believes the group tour operator of the future will look like and how they'll get there. He shares why he thinks group tour operators will have to be a little more creative to continue bringing unique experiences to the plate that people just can't do independently. We also discuss how we can educate the younger community of travelers on the benefits of group travel. Lee Callicut – Destination Sales Manager at Visit Montgomery Lee shares how Visit Montgomery flipped from a destination marketing organization trying to bring travelers into the area to what they call a destination management organization focusing on serving people who live in the area. He shares the lessons they learned and how they have translated into providing small-group outdoor-based experiences for visitors and locals alike. Marcel Perkins – General Manager at Latin Trails Marcel discusses the issue of sky-high flight costs facing the touring travel market and how his organization is responding to it. He shares why many travelers are waiting for flight prices to Europe to drop before they plan their trips and gives his recommendations for what destinations should be doing to be ready for guests when the time comes. Michael Collins – Group Tour Coordinator at Nebraska Tourism Commission Post-COVID-19 travelers are rediscovering the wide open spaces and rural areas of the USA. People are looking for destinations that are quirky, out of the ordinary, and a fun place to visit, and Michael describes why that describes Nebraska to a T. He also shares what his team is doing to capitalize on that trend. Key Trends for 2023 According to my guests, trends for 2023 include active itineraries, small-town visits, and a definite focus on seeking the simpler pleasures in life. Our discussions also touched on the importance of having professionals in the industry mentoring new team members at hotels, restaurants, and attractions where tour operators plan to visit and how that might impact the generalized staffing shortage. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

For the second episode in a special two-part series of Destination on the Left episodes, I talked to ten inspiring leaders in the world of destination marketing all about successful partnerships that their destinations are taking forward into the post-pandemic world. My interviewees also share the most significant challenges they are facing today and how they are moving through them creatively to serve their residents, visitors, and partners alike. I'm excited to share these mini-interviews, and I hope you find them as fascinating and insightful as I did. In this episode, you'll hear from these extraordinary leaders: Louise Bishop – President of South County Tourism Council in Rhode Island Olivia Novak – Marketing Manager with Discover Lancaster, Pennsylvania Paul Nursey – CEO of Destination Greater Victoria, BC Racene Frieda – CEO of Glacier County Regional Tourism Commission in Montana Rachel Ludwig – CEO of Tourism Canmore Kananaskis in the Canadian Rockies Rachel Riley – Associate Vice President of Communications for the Valley Forge Tourism and Convention Board Rebecca McKenzie – President and CEO of the Culinary Tourism Alliance Sarah Hughes – Vice President of Marketing and Communications at Visit Norfolk Scott McCray, President, and CEO of Fairbanks Alaska Stuart Butler – Chief Marketing Officer with Visit Myrtle Beach Stories of Inspiring Partnerships at the Destinations International 2022 Annual Convention I love coming to the Destinations International Annual Convention because it provides a unique opportunity to come together as marketing specialists, network, share ideas and discuss our wins and our challenges. I asked each of my guests this week to share the word that they would use to describe the convention, and each of these wonderful leaders shared a word or idea that really encompassed the experience of attending the event, from ‘opportunity' to ‘camaraderie.' I was also excited to learn about the creative partnerships all of the destinations represented in this show have built to move forward. Louise Bishop of South County Tourism Council Lousie joins me to share why she feels it is so important for her destination to partner with environmental and coastal resource management organizations, in addition to the cities and towns that make up the South Country region. She also discusses techniques she uses to get all of the stakeholders in a project on the same page and going in the same direction. Olivia Novak of Discover Lancaster Olivia is one of the Destinations Internations 2022 30 under 30 honorees, and she joins me to discuss the key partnership her organization started with the Lancaster Farmland Trust, food producers, and local restaurants to promote an amazing restaurant week in Lancaster that became a win-win for everyone and enabled all of the partners to realize their goals. Paul Nursey of Destination Greater Victoria, BC Paul and I talk about Destination Greater Victoria's goal to lead the recovery from the COVID-19 pandemic in a sustainable way. He shares the details of the Impact Sustainability Conference that his destination launched and how and why it has become a leading international conference. Racene Frieda of Glacier County Regional Tourism Commission Racene tells us all about the challenges her destination faced during the COVID-19 pandemic when a whole new type of visitor discovered the state of Montana as a desirable destination and how the solution to managing these unexpected tourists resulted in new public-private partnerships that have lasted beyond the pandemic. Rachel Ludwig of Tourism Canmore Kananaskis Rachel shares how her DMO in the Canadian Rockies started up as a new destination and why forming a new destination marketing organization intent on building a solid foundation of trust in the community and partnerships takes time, effort, and skill. She also shares why her words to describe the Destinations International Convention are ‘opportunity' and ‘connection.' Rachel Riley of Valley Forge Tourism and Convention Board Rachel highlights the importance of partnerships in destination marketing and shares how a collaboration between the County Commerce Department, Chambers of Commerce, and the Tourism Office created the ‘Make It Main Street' campaign and hashtag as a way to help the community out of the pandemic and boost local businesses. Rebecca McKenzie of the Culinary Tourism Alliance Rebecca shares how the Culinary Tourism Alliance, a not-for-profit Destination Development Organisation based in Toronto, Ontario, works with member destinations to help them grow partnerships. She also very rightly points out that those authentic partnerships are the key to creating those unforgettable experiences that the consumer is looking for. Sarah Hughes of Visit Norfolk Sarah tells us all about the City with Bite video series that Visit Norfolk launched and why it's doing so well that they've just finished filming their second season. She discusses why her destination was inspired to focus on a chef-owned restaurant in each show highlighting everything from why they opened a restaurant in Norfolk to their specialties in the kitchen. Scott McCray of Fairbanks, Alaska I was excited to hear all about how the Tourism Office and Chamber of Commerce in Fairbanks rallied up their business partners and members of the local community to participate in positive picketing by holding pep rallies outside of local hospitals during shift changes to show support and thanks for health care workers during COVID-19. Scott shares their behavior's effect on hospital staff and why the business community was inspired to take action. Stuart Butler of Visit Myrtle Beach Stuart shares how his team rallied the brilliant people in the agencies that his organization at Visit Myrtle Beach works with, who are used to working in siloed organizations to perform cross-functionally. He goes on to explain how connecting people and organizations has led to better problem solving, more efficiency, and more effective campaigns. Challenges and Silver Linings In all of these mini-interviews, I asked similar questions about some of the challenges that destination marketing organizations face. Many of my guests cited workforce as being an issue they needed to put time and thought into currently, and although that didn't surprise me, frankly, I was wowed by the breadth of creativity that the travel and tourism community is putting into solving the problem – and some of the unexpected positive side effects of that creativity. We also discuss the importance of partnerships to DMOs, and they shared their predictions for the future of the travel marketing industry. I hope you enjoy the second part of the two-part Destinations International 2022 Annual Convention series. I'm excited to share it with you. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

For this first episode in a special two-part series of Destination on the Left episodes, I visited the Destinations International 2022 Annual Convention and spoke with several attendees who are experts in the travel and tourism industry. These convention attendees share valuable insights, and the common thread woven through our conversations was the importance of building strong relationships and partnerships for the future of destination marketing. I'm excited to share these mini-interviews, and I'm sure you'll find them invaluable in navigating your destinations' challenges. The brilliance each of these leaders shared is certain to be invaluable as we continue to navigate the pandemic. In this episode, you'll hear from these extraordinary leaders: Barry Biggar – President and CEO of Visit Fairfax Beth Gendler – President and CEO of Gulf Shores and Orange Beach Tourism Celestino Ruffini – CEO of Visit Beloit Dave Herrell – President and CEO of Visit Quad Cities Deana Ivey – President of Nashville Convention and Visitors Corp Dominic Bravo – CEO of Visit Cheyenne Jason Outman – CEO of Explore Branson Kelly Groff – President and CEO of Visit Montgomery Lance Woodworth – President and CEO of Destination Toledo Lindsey Steck – Marketing and Communications Manager for Visit Pensacola Insights on the Future of Destination Marketing at the Destinations International 2022 Annual Convention The Destinations International Annual Convention is a memorable industry event that brings together marketing specialists focusing on the travel and tourism industry to exchange ideas, share strategies and forge relationships. In 2022 the convention continued to focus on cultivating the need for marketers to take an innovative approach to overcoming the problems the industry has faced over the last two years and how they can continue to serve their communities. I was delighted to be able to speak to ten experts in the field about building successful partnerships, how to move through shared challenges, and get their insights on what they think the future of destination marketing will look like. Barry Biggar of Visit Fairfax Barry shares how the creation of the Northern Virginia Visitors Consortium has helped Visit Fairfax tap into visitors to Washington DC and how together, they can make a more significant difference in their region. He goes on to describe what Visit Fairfax does to continue to be relevant and the valuable lesson about connecting with the residents of the local communities that the pandemic taught them. Beth Gendler of Gulf Shores and Orange Beach Tourism Beth shares a recent example of a partnership with the local Fire Department Beach Safety Team that has worked well for her organization to improve the beach experience for visitors to the area. She also shares why workforce development is a problem for Gulf Shores and Orange Beach Tourism, how the pandemic exacerbated the problem, and their amazing education solution enabling them to move through the challenge and still provide their fabled southern hospitality. Celestino Ruffini of Visit Beloit Celestino explains the number one challenge for Visit Beloit, why community engagement is so low, and how his team is trying to ensure that residents feel connected to the travel and tourism industry. He highlights the reasons why he would use the word ‘visionary' to describe the Destinations International Annual Convention, not least because of the wonderful opportunities to share plans and strategies with others in the travel and tourism industry. Dave Herrell of Visit Quad Cities Dave details how Visit Quad Cities has collaborated to elevate their community by aligning more strongly with the Chamber of Commerce to create a tourism master plan through their new regional brand initiative, QC, That's Where. We also discuss why the Destinations International Annual Convention is a fantastic chance to connect with colleagues and take back so many valuable golden nuggets of information, inspiration, and insight to his community. Deana Ivey of Nashville Convention and Visitors Corp Deana discusses why the key to partnerships is going into it as a long-term relationship, not just a one-off. She shares why her organization goes into relationships like they're a marriage to be in it together and help each other out and describes why Jack Daniels has been a fantastic partner of the Nashville Convention and Visitors Corp for 30 years. We also dive into why a large part of the future of the travel and tourism industry includes ensuring residents are happy and proud that there's tourism in their locations and creating a balance that benefits the community and visitors alike. Dominic Bravo of Visit Cheyenne Dominic and I discuss the power of partnership, and he shares how Visit Cheyenne created their plan, engaged with partners on their vision, and put their plans into action as a team. Dominic also highlights the importance of being nimble and dynamic as a destination marketing organization and describes why he views the Destinations International Annual Convention as a game changer for marketers. Jason Outman of Explore Branson Jason talks with me about how Explore Branson works closely with one of their largest developers Bass Pro, and why an emphasis on relationships has led to a broader vision for the entire region. We discuss why funding is the number one issue facing Jason's organization currently, how they are overcoming the challenge, and continuing to advocate for their community. Kelly Groff of Visit Montgomery Kelly joined me to share how the pandemic contributed to Visit Montgomery building critical, long-lasting relationships and how that opportunity paved the way for the future of how they plan and approach their marketing and strategies together. She also digs into what she sees as the future for destination marketers and why she feels the Destinations International Annual Convention is bringing sunshine to the travel and tourism industry. Lance Woodworth of Destination Toledo Lance and I talk about the importance of clear expectations of what the goals are when partnering or collaborating. We discuss how to measure success and ensure that everyone is on the same page regarding the project. He also emphasizes the power of partnership when hosting large-scale events and shares the story of how his destination hosted the Solheim cup in 2021. Lindsey Steck of Visit Pensacola Lindsey, Destinations International 30 under 30 honoree, shares her insights on why destination marketers must be connected to their local community in order to tell the unique stories of the businesses and experiences that are found there. She describes why she believes that the future of destination marketing organizations hinges on their ability to continue being dynamic and engaging with others. The Future of DMOs All our visionary leaders shared why they believe that the future of successful destination marketing organizations lies in their ability to be flexible. We discuss the myriad ways in which relationship building has helped marketers do their best to serve the communities that they live in. I hope you enjoy this first part of the two-part Destinations International 2022 Annual Convention series. Next week, we'll catch up with several more exemplary leaders to dive into how they have overcome the challenges of the past two years, their vision of the future of destination marketing, and the importance of bringing the community with them in their mission. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

This episode of Destination on the Left is coming from the 2022 eTourism Summit in Orlando, Florida, held from June 6-8. I was honored to have the chance to interview five notable attendees who are all experts in the field of digital marketing for travel and tourism. I asked each of my guests to give me one word to describe the conference, and awesome, inspiring, energizing, compelling, and the future are perfect descriptions of this unique event. We discuss tearing up the page and starting afresh, the value of podcasts in promoting the story behind a destination, and the importance of remaining agile and ready to learn. I'm so excited to share my guests' insight into the world of digital marketing with you in this week's special podcast episode. In this episode of Destination On The Left, I know you'll find value in the words of these five talented digital marketing experts: Ana Reyna Arzate from Visit Laredo James Flint from Visit Durango Melea Hames of Alabama Mountain Lakes Tourists Association Patrick Harrison of Visit Tampa Bay Vivian Mur of Key Technologies Staying Alert to Digital Marketing Trends The eTourism Summit Roadshow focuses on giving everyone in the travel and tourism industry space to discuss the future of digital marketing and explore some of the creative strategies in use today. In today's episode, we're talking about how podcasts can help tell the unique story of your destination, how to boost your organic social media marketing success with sweepstakes and vacation giveaways, and how to leverage short-term, mid-term, and long-term digital marketing strategies. Ana Reyna Arzate from Visit Florida Ana Reyna describes how the eTourism Summit is helping her in her role as Marketing Coordinator for Visit Laredo. She shares how the resources she has been able to access as a summit attendee have helped her in her efforts to engage both the US and Mexican markets that are important to her destination. Ana Reyna also describes why the COVID-19 pandemic offered her destination the perfect opportunity to start a podcast that would tell the authentic story of what Florida offers guests. James Flint from Visit Durango James explores some of the most significant changes that Visit Durango has made recently in their digital strategy. Including a wildly impactful organic social media marketing strategy of running sweepstakes and competitions that they decided to use over paid social media advertising. He describes how to tie your digital marketing to a destination and experience, such as riding the historic train in Durango or skiing in Purgatory, and how marketers can pull from different pieces of their organization's priorities and weave it into marketing campaigns to make them meaningful. Melea Hames of Alabama Mountain Lakes Tourists Association I discuss with Melea some of the biggest changes in their marketing strategy that are having an impact and leading to impressive results. She discusses Alabama Mountain Lakes Tourists Association's amazing trails, including their waterfall trail, craft beer trail, and new agriculture adventures trail, and why they are aggressively promoting them in digital ads. Melea also shares more about her podcast and how they're leveraging audio to get their message out there. Patrick Harrison of Visit Tampa Bay According to Patrick, almost every technology or service we were using five years ago is no longer relevant. He remarks on the speed of the transition to new digital marketing methods and highlights the need to be agile in our thinking about how we spread the word about our destinations. Patrick also talks about finding a harmonic convergence and fitting in seamlessly into potential visitors' lives with something they may not have known they needed before we shared it. Vivian Mur of Key Technologies Vivian explores why the eTourism Summit is a wonderful opportunity in an intimate setting, not only to learn from one another and talk and engage with other marketers to find out what's new, what isn't working, and what isn't. She shares the values of connecting with others in the travel and tourism industry about recent trends and the value of getting an alternative perspective from destinations and suppliers of all sizes and scopes. Creative Ways of Sharing a Unique Story I hope you enjoyed this episode coming live from the eTourism Summit Roadshow; as all these talented marketers shared, a key thread woven through the travel and tourism destination marketing industry is that it is critical to be open to new ways of attracting visitors to enjoy what they have to offer. So many of these organizations are at the Summit to connect with others, share insights and learning, and open themselves up to all the possibilities digital marketing channels offer to share a destination's authentic story and flavor. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

In the final episode of the Travel Unity Summit, we ask seven leaders in the travel and tourism industry to share their thoughts on how the travel industry can make an impact on diversity, equity, and inclusion in the travel and tourism space. We're hearing so many amazing and enlightening conversations going on around us from a wide range of travel professionals who are doing some deep dives on DEI and why it's vital to our industry. On this show, our guests share with Rhonda their thoughts on the importance of community engagement in DEI. They discuss how authentic DEI messaging runs through the art of a community and acts as a visual reminder that many individuals and cultures make up a community. Our guests also share their experiences of bridging gaps in diverse communities and why data plays such a critical role in DEI. Melissa Cherry, Chief Diversity & Inclusion Officer for Miles Partnership Renee Areng, Executive Director and CEO at Explore Brookhaven Rich Kenah, CEO of Atlanta Track Club Roni Weiss, Executive Director of Travel Unity Sherilyn Fortson, Economic Development Director for the City of Brookhaven Wes Espinosa, Director of Development and Partnerships for the Center for Responsible Travel Zoe Moore, Hospitality Equity, Diversity & Inclusion Strategic Consultant for Moore Consulting Agency Enlightening Conversations from the Travel Unity Roadshow We welcome seven inspirational guests onto the podcast to dig into what steps their organization is taking to make an impact on diversity, equity, and inclusion. The Travel Unity Summit has brought together a diverse range of travel professionals who are all committed to acting to incorporate the principles into their businesses and communities. Melissa Cherry, Chief Diversity & Inclusion Officer for Miles Partnership We can make an impact on DEI in the travel industry when we're dedicated to making a difference long term. Melissa describes why we should focus on moving forward through authentic community engagement as an industry. You have to truly evolve accessibility, fully commit to it, and live and breathe it operationally to get to a place where your destination or organization is truly diverse, equitable, and inclusive for residents and visitors alike. Renee Areng, Executive Director and CEO at Explore Brookhaven Renee explains why the Travel Unity Summit is an excellent place for individuals in the travel and tourism industry to learn what's working in other destinations to put their own spin on DEI strategies and apply them in their own backyard. She shares why recognizing the historical impacts of all cultures and races in our destinations allows you to tell the authentic story of a destination. Renee also highlights the work Explore Brookhaven has been doing with local artists in their destination to showcase how the visual arts can help diversity messaging and engage visitors. Rich Kenah, CEO of Atlanta Track Club Rich Kenah explains why Atlanta Track Club looks at DEI from both internal and external perspectives. They are committed to impacting health and wellness through running and walking and believe that the only way they will achieve their vision is if they are universally accessible. He describes their recent internal DEI audit and subsequent six-month series of educational sessions on the topic of DEI for staff and how those team activities help them to deliver accessible community-facing activities. Roni Weiss, Executive Director of Travel Unity The travel industry can make an impact on DEI by being more thoughtful and deliberate about the work they do, according to Roni. He describes why we need to go beyond hope without action by doing the strategic planning that enables organizations to effect real change. Roni also explains why you have to make decisions based on your goals for change, pivot into a position where you're aligning with those goals, and be specific about how you're going to achieve them. Sherilyn Fortson, Economic Development Director for the City of Brookhaven Sherilyn describes what her team did when they recognized that they didn't have sufficient synergy or collaboration with their highest minority demographic, the Hispanic community. She shares the steps they took to connect with local organizations, put forward partnership opportunities, and above all, listen so that they could bridge the gap between city government and minority communities. Wes Espinosa, Director of Development and Partnerships for the Center for Responsible Travel Wes shares the numerous steps the Center for Responsible Travel is taking to bring diversity, equity, and inclusion to their organization. He gives a brief overview of why they are hyper-focused on interdisciplinary applied research, which they make free and accessible to all. He also shares why they are currently diving deep into the concept of destination stewardship — managing rather than just marketing it — and how to make it a collective action that gives stakeholders from all sectors of society a seat at the table. Zoe Moore, Hospitality Equity, Diversity & Inclusion Strategic Consultant for Moore Consulting Agency From Zoe's perspective, as an industry, our impact comes as being the thought leaders in DEI, not only because what we do is so visible, but because we are a microcosm of society in many ways. The travel industry should be leading by example and using all the available data to pin down who we're serving as an organization so we can provide better service across all social identities. Thank you so much for listening to the third episode of our special three-part series from the Travel Unity Summit. A key lesson that has come out of discussions is the need to build relationships and establish trust in communities so we can bridge the gaps in DEI. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

In the second of our three-part series from the Travel Unity Roadshow, we ask our seven guests to share their thoughts on how the travel industry can make an impact via the principles of diversity, equity, and inclusion. Rhonda's conversations with all of these leaders in our industry were truly fascinating, and we're excited to share them with you. Highlights of this episode include why we should see tour guides for the storytellers they are and how their unique position allows them to be at the forefront of DEI education by expanding the viewpoints in the stories they tell about the destinations that they visit. Our guests also discuss the importance of emphasizing the principles of DEI to young people and college students and why they should be woven into every aspect of a destination. David Naczycz, owner of WeVenture Dustin Woerhmann, President and Creative Director of Communify Elijah Washington, Youth and Collegiate Programs Director at Travel Unity Greg DeShields, Executive Director, Tourism Diversity Matters Janette Roush, Executive Vice President of Marketing at NYC & Co Jennifer Grimmer, President and CEO of Gilmer Chamber of Commerce Karen Kuhl, Executive Director, Cayuga County CVB The Travel Unity Roadshow Defined The Travel Unity Summit highlights the importance of diversity, equity, and inclusion in all aspects of the travel and tourism industry. The event allows destination marketers and other travel professionals to discuss how they can incorporate the principles of DEI into their everyday practice. Our seven guests also share their word of the summit — and the terms and concepts that appear are insightful. David Naczycz, Owner of WeVenture David shares why the travel industry has a significant role in promoting DEI. The scale of our industry is vast, as is the number of people we touch so we can impact our teams, our companies, and our visitors and model the values of diversity, equity, and inclusion. David also emphasizes the need to take the concept of decolonization seriously, take some time to reflect, and make changes so that we're not exploiting people, we're spreading the wealth, and including everybody. Dustin Woerhmann, President and Creative Director of Communify Dustin outline the steps Communify are taking to bring DEI to their organization in terms of helping destinations to tell their authentic stories. Communify works to create advisory groups with a broad range of interests from a broad range of backgrounds to help put together inclusive marketing content for a destination. Dustin tells us why his word of the summit is inclusive and how the event is shining a light on what it means to be genuinely inclusive. Elijah Washington, Youth and Collegiate Programs Director at Travel Unity Elijah describes the topics most often discussed by students and young people around DEI and what they are primarily interested in. He shares how they are bringing the discussion to the youth in college and how they make the topic more accessible and applicable to students in the high school age range. Elijah also notes why it is so interesting to hear students' views on DEI and how it relates to their community or culture. Greg DeShields, Executive Director, Tourism Diversity Matters Tourism Diversity Matters was founded on the principles of diversity, equity, and inclusion. As such, it is their priority to work within the travel industry to address those gaps in DEI. They help business leaders with appropriate resources and valuable strategies for their DEI programs via their four-pillar approach. Greg outlines the four pillars of his organization — the apprenticeship program, workforce development, DEI training, and research and data — and explains how each helps in reducing social and economic inequality and building awareness. Janette Roush, Executive Vice President of Marketing at NYC & Co Janette explores why accessibility needs a place in the world of inclusion and how NYC and Co are making an impact as marketers via the stories they tell. She describes why they devoted a lot of time during the pandemic to finding a broad range of stories that touch various audiences and sharing them via content hubs on their site. Janette's word of the summit is ‘warm' because of the welcome she has received and the sense of enlightenment shared by so many passionate people at the summit. Jennifer Grimmer, President and CEO of Gilmer Chamber of Commerce Jennifer believes that the travel industry can make a significant impact by portraying everyone and being inclusive when it comes to travel. Our sector should convey a welcome to anyone visiting any destination and be attentive to people's needs in marketing and discussing travel. It's exciting for Jennifer that the Travel Unity Summit is so popular, and she is thrilled to see that so many people working for DMOs across the country are committed to DEI. Karen Kuhl, Executive Director, Cayuga County CVB Diversity, equity, and inclusion is woven into every part of the tourism industry. Karen shares how the Cayuga County CVB works with a variety of partnerships and ensures that each individual organization has the same opportunity to be elevated and celebrated. She discusses what it means to be an advocate and an authentic friend to organizations means understanding and listening to them, and how that creates an alignment with visitors. I hope you enjoyed the second episode of our special three-part series from the Travel Unity Summitt. All of these inspirational leaders had so much to share on how their organizations continue to impact DEI in the travel and tourism industry. Next week we'll hear from more remarkable travel and tourism experts, so I hope you'll join the conversation! We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

In this series, we dive into the topic of diversity, equity, and inclusion (DEI) and hear the perspectives of leaders within the travel and tourism industry. My team has taken the show on the road without me for this episode, and I'm excited that they and you are benefitting from all the great information shared at The Travel Unity Summit. For this first episode in a special three-part series of Destination on the Left, Rhonda and Brittany visited the Travel Unity Summit to chat to attendees about their experiences working in the travel and tourism industry, and particularly their experience of DEI in their communities. I'm excited to share all the discussions and experiences that came out of my team's experience at the Travel Unity Roadshow in Brookhaven, Georgia, and the candid conversations they had with guests at the summit. In this first episode of a special three-part Destination On The Left series, you'll hear from these five fantastic travel and tourism leaders: Amber Cameron, Operations Director for Travel Unity Aquan Robinson, Director of Destination Sales for Experience Montgomery Bethany Rogers, Executive Director, NewTown Loans Billy Kolber, CEO and Co-founder of Hospitable ME Danny Guerrero, Founder, The Culturist Group Insights and Experiences from the Travel Unity Roadshow The Travel Unity Summit is focused on allowing everyone in the travel and tourism industry to come together to tackle how to move forward on the vital work of incorporating diversity, equity, and inclusion (DEI) into strategic planning and implementation. Destination marketers and members of the travel industry share ideas on applying the principles of DEI to ensure that their communities are welcoming to people of all backgrounds and abilities. Amber Cameron from Travel Unity Amber shares how she was able to incorporate DEI into every process every step of the way because she created the HR department from scratch at Travel Unity. She describes how by using the DEI standards that Travel Unity had created using a committee of external participants from around the travel industry, they were able to follow a pre-drawn roadmap to successfully refine their policies. Amber also shares her insights into building a fully engaged team to support the organization and the wider community in their DEI endeavors. Aquan Robinson from Experience Montgomery The travel industry is often the first touchpoint you have in many spaces. And whatever the attractions or destinations in the local community, it is vital to make sure that everyone has a fair and equitable experience. Aquan describes why we can make a business case for diversity, equity, and inclusion and why it's essential for cities like Montgomery to be at the forefront of these conversations. The travel industry is so crucial to every community so it must lead the way in doing the right thing with regard to DEI. Bethany Rogers from NewTown Loans Bethany describes how NewTown Loans have been instrumental in increasing storefront occupancy in Macon, Georgia, by giving people opportunities to purchase that bigger banks have denied them. She shares what the Travel Unity Summit means to her and why for her, knowing that the whole travel and tourism community is moving in the same direction with diversity, equity, and inclusion is inspirational. Billy Kolber from Hospitable ME Billy explains how Hospitable ME provides inclusive hospitality strategy and education for tourism, retail, and healthcare organizations with particular expertise in LGBTQ+. He highlights the three steps they're taking to bring DEI to their customers, including helping them understand who LGBTQ people are and how the LGBTQ plus market is relevant to their destination or organization. Billy also shares how his organization helps destinations build an LGBTQ+ network to engage with the community and offer queer-specific content that integrates queer people and LGBTQ+ topics and venues into their overall marketing campaigns. Danny Guerrero from The Culturist Group DEI is fundamental for Danny Guerrero, and he shares why he considers multicultural marketing and marketing resources and platforms in the travel and tourism industry to be an absolute must. The research shows that so many people are not feeling seen or welcome or represented in destination marketing — and often marketers want to be inclusive, but they often don't know how to. Danny emphasizes that t's not about selecting or segregating; it's about reinforcing your brand strategy and approach to better understand the values and motivators of marginalized groups. I hope you enjoyed this first episode of our special three-part series from the Travel Unity Summitt. Rhonda and Brittany and the leaders they spoke to have shared so many valuable insights into how destinations can move forward to embrace the principles of diversity, equity, and inclusion. Next week we'll hear from more remarkable travel and tourism experts, so I hope you'll join the conversation! We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/  

With a talent for creating special events that blossomed while working for her dad's car stereo shop, Nicole Mahoney got her start in marketing at Frontier Field in Rochester, and began serving as the executive director of the internationally known Lilac Festival. Later on, she headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, Nicole founded Break the Ice Media, with more than 20 years of experience in tourism marketing. She now hosts “Destination on the Left,” a highly successful tourism marketing podcast. As a business owner, Nicole knows what it takes to be successful. She founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. Nicole has the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success. On this episode of Destination on the Left, I host a question and answer session about Break the Ice Media's acquisition of Travel Alliance Partners (TAP). This is such an exciting opportunity, and I'm thrilled that we can continue to bring together tour operators, suppliers, destinations, and travel buyers to collaborate on creating and promoting travel products. I also want to highlight TAP Dance, which we're excited to be convening in person in Branson, MO, this May, as a crucial step toward reinvigorating the tour market.   What You Will Learn in This Episode: A brief history of Travel Alliance Partners (TAP) Break the Ice Media's role as a PR and digital marketing agency that works on strategy and why TAP is an excellent addition to the team The new business model for TAP and what it offers destinations, travel buyers, and suppliers Why collaboration is vital to the continued strength of the travel and tourism industry The importance of building a partnership of travel professionals with high standards of business ethics, and product quality and how that ethos allows them to develop joint marketing opportunities and share business practices in an environment of mutual trust and respect How travel professionals can get involved with TAP, and why the 14 legacy partners form a solid foundation for future collaborations Upcoming TAP events — including TAP Dance in May 2022 Goals and visions for TAP going forward into recovery for the travel and tourism business Break the Ice Media and Travel Alliance Partners Serge Talbot founded travel Alliance Partners (TAP) in 2001 to bring together a partnership of travel professionals with similar business ethics and product quality. TAP partners leverage joint marketing opportunities and use one another's products and services in the spirit of mutual trust and respect. During the past 20 years, TAP has become known for its innovative ideas — they were the first to introduce the concept of guaranteed departures, pioneered the TAP Dance conference to allow industry professions to collaborate, and were the first in 2020 to announce a virtual event. TAP was recently acquired by Break the Ice Media, and it went from a tour operator-owned company to a management marketing company-owned organization, but what TAP does and what it provides won't change going forward. Building Mutually Beneficial Relationships Break the Ice Media is excited to have acquired TAP and is committed to continuing the spirit of collaboration that is key to building a successful business. In 2020 Break the Ice Media did a research study to determine how collaboration impacts the travel and tourism industry. And through that study, learned that 90% of the respondents are confident that relationship building is the future of helping the travel and tourism industry survive and thrive. TAP's mission is to build a partnership of travel professionals with high standards of business ethics and product quality with the intent to buy and sell products from each other and benefit from collective buying power and develop joint marketing opportunities in an environment of mutual trust and respect. How to Get Involved with TAP There are several ways to collaborate with TAP. They have 14 legacy partners who form the organization's solid foundation and have developed two new partner levels, Growth and Collaborative, that people can now join without the equity buy-in to receive a variety of valuable benefits. They also have Preferred Professional Travel Providers (PPTP), who gain increased exposure to TAP's partners and enjoy collaborative marketing benefits. TAP supports travel buyers with weekly webinars where our partners host a call and discuss specific travel itineraries, so they dig into the details. Break the Ice Media and TAP continue to be the place where a wide variety of audiences and members can come to find business growth. Resources: Website: https://www.tapintotravel.com/ YouTube: https://www.youtube.com/watch?v=4q2haO5JlJM&feature=youtu.be TAP Events: https://www.tapintotravel.com/events/tap-dance/ For more information about TAP or to find out how you can get involved contact: Lisa Doerner – Executive Director: Lisa@travelalliancepartners.com 585-308-9802 (office) 585-330-9797 (cell)

With a talent for creating special events that blossomed while working for my dad's car stereo shop, Nicole got her start in marketing at Frontier Field in Rochester and began serving as the executive director of the internationally known Lilac Festival. Later on, she headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, Nicole founded Break the Ice Media, with more than 20 years of experience in tourism marketing. She now hosts “Destination on the Left,” a highly successful tourism marketing podcast. As a business owner, Nicole knows what it takes to be successful. She founded BTI to help businesses tell their brand story through public relations digital and traditional channels. She has the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success. On this episode of Destination on the Left, Nicole Mahoney highlights the importance of collaboration. In this ever-changing world, it's essential to find ways to collaborate in order to survive and thrive. We need to step outside our self-imposed silos and actively seek out opportunities to create partnerships with others that move the whole travel industry forward. What You Will Learn in This Episode: Why the global events mean it's more important than ever to connect positively with others How collaboration can be powerful in the travel and tourism industry The situation that helped Nicole understand the power of collaboration What makes some partnerships successful, while others struggle to get off the ground An overview of the findings from Nicole's 2020 research study on collaboration in the travel, tourism, and hospitality How perceived competitors can use coopetition to accomplish something bigger than themselves The three different types of collaborators and how each one affects and how they come together to form a framework for success A Passion for Collaboration Nicole shares her personal experience of building a community collaboration from the ground up when she was involved in the Rochester Frontier Field project. She describes how her experience of town-wide cooperation led to her subsequent passion for finding ways to build successful partnerships in the travel and tourism industry. Bringing a community together to make something happen is magical — and it's what sets the groundwork for success during challenging times. Nicole and her partner Susan Baier teamed to conduct a study on the effects of coopetition. This term refers to those times when perceived competitors come together to accomplish something more significant than they could achieve alone. Breaking Out of Silos As travel and tourism industry professionals, we need to harness the power of collaboration with other organizations — even with our competitors. Recognizing and understanding the positive impacts of inter-organizational collaborations on business success is key in effectively leveraging our available tools. As Nicole says, collaboration is the exponential multiplier that makes one plus one greater than two. When we commit to working in partnership with others, we can move forward faster and more effectively. A Collaboration Framework There are often challenges on the path to achieving successful collaboration, and Nicole describes why she grouped these challenges under three broad headings. The three C's framework comprises communication, commonality, and commitment; while some specific challenges may be encountered more often than others, Nicole explores why it is clear from her research that overcoming challenges in all three areas is critical for collaborations to be successful. This framework is critical in identifying opportunities in the face of adversity, and professionals and organizations that are able to navigate these three areas can thrive under any circumstances. Resources: Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/ Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia

With a talent for creating special events that blossomed while working for my dad's car stereo shop, I got my start in marketing at Frontier Field in Rochester and began serving as the executive director of the internationally known Lilac Festival. Later on, I headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left,” a highly successful tourism marketing podcast. As a business owner, I know what it takes to be successful. I founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. I have the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success. On this episode of Destination on the Left, I discuss why I'm starting 2022 with a sense of reflection, renewal, and anticipation for what is ahead. Since 2020 I have been on a journey to understand the world in a broader sense, which has led to a search for greater meaning and a focus on intentionality in my actions. This week I want to share what I have done to understand differences, identify opportunities for personal growth, and take action to help make my world more equitable, diverse, and inclusive. What You Will Learn in This Episode: How the Break the Ice Media team explored the topic of what diversity, equity, and inclusion meant to them and defined the actions they could take to make a difference How Nicole became the Chair of the Diversity, Equity, and Inclusion Committee for the New York State Tourism Industry Association How the 2021 Travel Unity Summit helped the industry focus on the importance of increasing diversity The difference between equity and equality and why it is important How to take your own incremental action by taking the Travel Unity Individual Pledge, which is for all who believe the world of travel should be welcoming to people of all backgrounds and abilities What the Break the Ice Media team identified when they dug into their core value of equity and how they sought more diverse perspectives How rounding out the team led to an invitation for Break the Ice Media to pitch to Cayuga County and Auburn, New York, for their Harriet Tubman Equal Rights Heritage Campaign to commemorate the 200th Birthday of Harriet Tubman in 2022 Reflecting on Our Journey in Diversity, Equity, and Inclusion Over the last two years, my small company has been grappling with how we fit within the Diversity, Equity, and Inclusion conversation, and we have really committed to educating ourselves around the topic. I was very candid in Solocast 16 about the team's journey to live out the ‘equitable' core value within our company, and we have recently reflected on our most recent client work to see how it is significantly impacting our collective worldview. When examining how we aligned with our values, we found that we needed to work on developing more diverse partner, freelance, and subcontractor relationships to ensure we represent a wide range of viewpoints. Being Intentional Big things will happen when you set your intentions and start to take action. You may feel as if you are taking baby steps at first, but time will pass, and you will realize that all those incremental moves have led to a monumental shift and change in your organization. I'm grateful that we took this journey and for the lessons we learned along the way, particularly the importance of humility and vulnerability when addressing biases and issues related to diversity, equity, and inclusion. Resources: Websites: https://travelunity.org/ https://www.nystia.org/ https://www.tourcayuga.com/ https://plimoth.org/ https://breaktheicemedia.com/podcasts/solocast-16/ Additional Resources: Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/ Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia

For this second episode in a special two-part series of Destination on the Left episodes, my team visited the Vermont Tourism Summit (without me!) to interview attendees about their experiences working in the travel and tourism industry, especially during the outbreak of and our gradual emergence from the global pandemic. The Vermont Tourism Summit draws one of the largest gatherings of tourism professionals in the state including owners, managers, and employees of the many businesses connected to this important segment of the economy. This year's Summit was the 37th annual event and was held from November 17-18 at the Killington Grand Resort Hotel in Killington, VT. I'm delighted to share the insights and experiences that the Vermont Tourism Summit attendees my team spoke with were willing to offer during their interviews. In this second episode of a special two-part Destination On The Left series, you'll hear from these eight extraordinary travel and tourism leaders and experts: Julie Basol, Coordinator of Marketing & Development at Vergennes Partnership Kim Jackson, PR & Communications Strategist at Vermont Adaptive Ski and Sports Lisa Chase, Natural Resources Specialist at University of Vermont Extension Parker Riehle, President of Get On Snow Peter MacLaren, Co-Owner of West Hill House Bed & Breakfast Rick Sokoloff and Marina Meerburg, Owners of 4 Points VT Sarah Howe, Director of Business Development at Lake Morey Resort Sarah Morris, Fifth-Generation Host at Basin Harbor Discussing Challenges and Opportunities at the Vermont Tourism Summit The Vermont Tourism Summit is an annual event that brings together area travel and tourism professionals, businesses, and destinations. This year's event offered a one-of-a-kind opportunity to discuss the many challenges and opportunities Vermont area destinations are navigating in this uniquely challenging time. My team traveled to the Vermont Tourism Summit for this year's gathering and were able to speak with eight incredible experts and business leader attendees, and here are the inspiring insights they had to share. Julie Basol from Vergennes Partnership Julie shares how Vergennes is the ideal destination for anyone who loves the outdoors, and she shares how her goal for 2022 is keeping the small city, its residents, and visitors safe as life begins to move back toward normal. She highlights some of the charming, family-friendly area destinations and attractions that make Vergennes an ideal place for people to visit or relocate to, and she explains why staying positive in this transition period is critical. Kim Jackson from Vermont Adaptive Ski and Sports Kim shares why inclusion is foremost in her mind as we close out the year and enter 2022. In her role at Vermont Adaptive Ski and Sports, inclusion is critical to their mission. Kim explains why serving people with all sorts of physical and cognitive disabilities. She discusses how the programs Vermont Adaptive Ski and Sports offers are designed to make it possible for anyone to enjoy the beautiful mountains and winter activities. She describes the kind of marketing her organization does to get the word out. Lisa Chase from University of Vermont Extension Lisa explains why she is so excited to be hosting the upcoming 2022 International Workshop on Agritourism being held in Burlington, VT from August 30-September 1, 2022. She shares how she got started at UVM twenty years ago, and she shares how she first became aware of the term “agritourism”. She discusses how Vermont is one of the true agritourism capitols of the world. She shares how she saw a call for proposals to present at the first World Congress on Agritourism in Italy in 2018, and what she learned from the concert. She describes how Vermont won the right to host the 2020 conference but had to postpone when the pandemic started, and she discusses how the 2022 International Workshop on Agritourism is the culmination of all the hard work and false starts. Parker Riehle from Get On Snow Parker shares how is organization was founded two years ago to promote outdoor winter recreation. He describes how Get On Snow isn't just focused on bringing skiers and snowboarders to slopes but how the organization also highlights any winter sport people enjoy, including “gateway sports” such as snowshoeing and cross-country skiing. He describes how the outbreak of the global pandemic increased people's desire to get out and enjoy nature even more than before. He shares how optimism and excitement are the prevailing feelings as people begin to become more comfortable with travel again. Peter MacLaren from West Hill Bed & Breakfast Peter shares how Vermont has led the way in vaccinations, and he shares how that commitment to public health has made it easier for destinations such as his West hill Bed & Breakfast to offer safer environments for travelers. He also describes how Vermont's reputation for being one of the safest destinations has brought new people to Vermont who might never have discovered its wonders otherwise. He shares how he believes these newcomers will help offset visitor loss as long-distance travel begins to become more prevalent. He shares how the new presence of big name organizations from the ski industry is creating even more opportunities for the state and for local businesses like his. Rick Sokoloff and Marina Meerburg from 4 Points VT Rick and Marina share how 4 Points VT started as a mountain biking school before integrating brewery tours, and Rick talks about how a key collaborative partnership with the Trapp Family Lodge has become core to the mountain biking experience 4 Points VT offers. The pair discuss adding a third arm to their business, adding customized artisan tours for corporate groups and others. Marina explains how they've even begun requesting family reunions and foliage tours, and she describes how easing pandemic restrictions have helped their business grow dramatically in recent months. Rick and Marina share plans for keeping the pace of their growth while maintaining the high quality they're known for, and they discuss their strategy for continuing to grow to the point that they can be ready to take on full-time employees. Marina describes the personnel challenges the organization has faced in filling roles to keep up with the work, and Rick shares how great training leads to happy return workers season after season. Sarah Howe from Lake Morey Resort Sarah describes her excitement for 2022 and the many new opportunities it is presenting for her resort. She talks about resuming paused programs and starting new ones to attract visitors. Sarah talks about expanding the outdoor activities her resort can offer for visitors and the local community, throughout the year. She explains how collaborating with local businesses and organizations has helped make both her business and the entire area stronger, and she shares how Lake Morey Resort reaches out to area businesses for partnership opportunities. Sarah Morris from Basin Harbor Sarah talks about how Basin Harbor, established in 1886, will be celebrating its 136th birthday in 2022. She discusses some of the challenges her organization has faced through the pandemic, including staffing shortages, and she talks about some of the exciting opportunities she is looking forward to in the coming year. She shares how Basin Harbor has experienced robust demand throughout 2021 that the organization is using to expand their offerings and renovate their facilities. She shares how her property's staff swells from just 25 employees in the winter to over 200+ through the summer season, and she shares how bringing in international workers will be instrumental in Basin Harbor's continued recovery as we emerge from the pandemic. Enthusiasm for a New Beginning As each of these Vermont area travel and tourism leaders discussed, there's an abiding sense of optimism for 2022 as life continues to move beyond the pandemic. Through key collaborations with area partners and through developing a better understanding of travelers' safety needs and entertainment expectations, these organizations are each positioning themselves for a stellar new year! I hope you enjoyed this second episode of our special two-part series from the Vermont Tourism Summit. I hope the positivity and optimism these leaders have shared with us inspire you as we wrap up 2021 and turn the page for a bright new year! The pandemic has been hard for anyone in the travel and tourism industry, but the lessons we've learned and strategies we have developed will help us roar into the coming year! We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes! https://breaktheicemedia.com/rating-review/

For this first episode in a special two-part series of Destination on the Left episodes, my team visited the Vermont Tourism Summit (without me!) to interview attendees about their experiences working in the travel and tourism industry, especially during the outbreak of and our gradual emergence from the global pandemic. The Vermont Tourism Summit draws one of the largest gatherings of tourism professionals in the state including owners, managers, and employees of the many businesses connected to this important segment of the economy. This year's Summit was the 37th annual event and was held from November 17-18 at the Killington Grand Resort Hotel in Killington, VT. I'm delighted to share the insights and experiences that the Vermont Tourism Summit attendees my team spoke with were willing to offer during their interviews. In this first episode of a special two-part Destination On The Left series, you'll hear from these seven extraordinary travel and tourism leaders and experts: Ana Dan, Owner and General Manager of the Hyde Away Inn & Restaurant Bob Schwartz, Director of Marketing & Sales at the Trapp Family Lodge Carrie Simmons, Executive Director of the Stowe Area Association Diane Stockton-Breese, Director of Member Services at Okemo Valley Regional Chamber of Commerce Fred Cercena, CEO and Founder of GetAway Vacations Jenny Dewar, Owner of Karin's Place Josh Palace, Sales Manager at Spirit of Ethan Allen Discussing Challenges and Opportunities at the Vermont Tourism Summit The Vermont Tourism Summit is an annual event that brings together area travel and tourism professionals, businesses and destinations. This year's event offered a one-of-a-kind opportunity to discuss the many challenges and opportunities Vermont area destinations are navigating in this uniquely challenging time. My team travelled to the Vermont Tourism Summit for this year's gathering and were able to speak with seven brilliant leaders, and here are the inspiring insights they had to share. Ana Dan from Hyde Away Inn & Restaurant Ana discusses the properties she owns and shares how her properties are navigating the challenge of the global pandemic by investing in technologies such as air filtration to restore traveler confidence as we emerge from the crisis. She shares how the flux of people entering and leaving travel and tourism work has created hiring challenges that her businesses are navigating by hiring foreign workers to fill vital positions. She talks about creating a welcoming community for these incoming workers, and she discusses the critical need for affordable housing for these incoming workers. She discusses allocating a few of the rooms in her inn for workers as a stopgap measure until housing accommodations are made available on a permanent basis. Bob Schwartz from the Trapp Family Lodge Bob shares what excites him most about the coming year and the opportunities it presents. He discusses how people's increasing comfort with international travel is building toward a potentially great year for his organization. He explains why creating the best experience possible for visitors is an important key to attracting international travelers. Carrie Simmons from Stowe Area Association Carrie shares why Stowe, Vermont is excited about the coming ski season and the events her town will be able to offer in 2022 as we continue to move out of the pandemic over the course of the coming year. She also discusses how her team is ramping up for this expected coming increase in area travel. Diane Stockton-Breese from Okemo Valley Regional Chamber of Commerce Diane shares some of the highlights the Okemo Valley area offers across the twelve towns and villages her organization represents. She discusses a unique, pandemic-safe event her organization offered over the summer of 2021, and she shares how the event showcased many of the area's visitor offerings. She talks about some of the key lessons her organization was able to draw from the festival that they will be able to take forward as the pandemic eases, and she shares her optimism for how the event will continue to grow in the future. Fred Cercena from GetAway Vacations Fred discusses why his main focus going into 2022 is the increasing amount of reservations that have been coming in from online travel agents rather than through direct reservations on their website. He shares how relying on sites like Airbnb and Expedia has created new challenges that need to be navigated. He highlights some of the programs and campaigns his organization has developed to increase the number of direct bookings. He also discusses how visitor loyalty to the area is a key concern he will be focusing on throughout the coming year. Jenny Dewar from Karin's Place Jenny shares what excites her about her position as a short-term rental destination owner going into 2022, and she describes how government programs such as the PPP loan helped her businesses stay afloat through the challenges of 2020, and she shares how 2021 became a watershed year for her businesses. She describes why she is excited about her new position as the Executive Director of the Better Bennington Corporation and the opportunity the position presents for her to help in revitalizing downtown Bennington and in bringing new and returning events to the area. Jenny explains how hiring a “social media genius” has helped get the word out about the exciting things the Better Bennington Corporation is doing in the area. Josh Palace from Spirit of Ethan Allen Josh discusses how business boomed for his organization in 2021, even without access to travellers from Canada and other international locations, thanks to the outstanding job the state of Vermont has done in navigating the pandemic. He shares why he expects 2022 to be even bigger once international borders are fully reopened. He shares how digital partnerships have become cornerstones of his organization's success, and he shares how the area's more than 200 attractions have worked collaboratively to support each other through the pandemic crisis. He describes feeling like an ambassador for Vermont when encouraging travelers to take a closer look at the area's other offerings. He explains why a strong sense of collaboration has been instrumental to his own success in his position. Great Excitement for the Coming New Year As each of these Vermont area travel and tourism leaders discussed, there's an abiding sense of optimism for 2022 as life continues to move beyond the pandemic. Through key collaborations with area partners and through developing a better understanding of traveller's safety needs and entertainment expectations, these organizations are each positioning themselves for a stellar new year! I hope you enjoyed this first episode of our special two-part series from the Vermont Tourism Summit. I hope the positivity and optimism these leaders have shared with us inspire you as we wrap up 2021 and turn the page for a bright new year. Next week, we'll hear from eight more remarkable Vermont travel and tourism experts, so I hope you'll join the conversation! We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes! https://breaktheicemedia.com/rating-review/

With a talent for creating special events that blossomed while working for my dad's car stereo shop, I got my start in marketing at Frontier Field in Rochester and began serving as the executive director of the internationally known Lilac Festival. Later on, I headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left,” a highly successful tourism marketing podcast. As a business owner, I know what it takes to be successful. I founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. I have the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success. On this episode of Destination on the Left, I reflect on whether 2021 has been an easier year than 2020 and why the travel industry hasn't been able to make up the lost ground that we had hoped. I share the key elements that make up our culture at Break the Ice Media and explore our seven essential core values and how we promote and live those values. One of the changes to our work environment that COVID-19 brought was the move from sharing an office to working 100% remotely — so I also want to take some time to discuss how we collaborate and stay connected as a team. What You Will Learn in This Episode: The seven core values at the heart of Break the Ice Media Why the travel industry is still having to make adjustments to welcome guests safely How employers in the industry have the power to change the culture of our organizations and create places of work that value and respect their employees Why we are so intentional about the culture at Break the Ice Media Communication tools we use to stay connected now that we are all working from home Ways that your employees can give you feedback and insight into what they enjoy and would change about the company Our Values and Mission In my opinion, one of the key reasons that Break the Ice Media has not only survived but thrived during the COVID-19 pandemic is that we have leaned on our values. Transparency was an essential feature of navigating the challenges of recent unprecedented events as a business owner. It was so important to me to be very transparent with our team members about where we were in the moment, what the choices were, and why those choices and decisions could change on a dime. As we head towards the end of 2021, we continue to weave our seven core values into our day-to-day practices to keep what it means to work at Break the Ice Media at the forefront of our minds. Collaboration and Respect Our core values give us a clear understanding of who we are as a company, and understanding what we value makes it easier to make decisions and navigate the challenges of the road ahead. As a team, we devoted a lot of time to thinking about our core values and ensuring that what we chose really embodied the company's ethos. Collaboration is one of the values that resonates deeply with me (as you won't be surprised to learn). We are collaborative — it is the bedrock of Break the Ice Media. In our team, everyone's ideas, input, and talents are valued, and as a result, we all feel heard, valued, and respected. To learn more about Break the Ice Media, please head over to the contact links below: Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia

For this second episode in a special two part series of Destination on the Left episodes, I visited the 2021 eTourism Summit held in Las Vegas, Nevada from September 20-22. At the summit, I was privileged to speak with fourteen attendees who are experts in the field of digital marketing for travel and tourism. In my conversations with today's guest experts, I asked them to each answer one question: “Looking into the future, what innovations are happening now that you think will impact digital marketing for your organization or destination?” I'm so delighted to share their insightful and sometimes surprising answers with you in this week's special podcast episode. In this episode of Destination On The Left, you'll hear from these fourteen extraordinary digital marketing experts:   Chris Lukenbill – Co-Founder, Shrpa Ed Harris – CEO, Discover Lancaster Emilie Harris – Director of Marketing Operations, Bandwango Jake Brown – Content Manager, Visit South Bend Jason Holic – Vice President of Business Applications & Insights, Experience Kissimmee Kyle Johnson – Digital Strategy Manager, Indiana Destination Development Corporation Leena Riggs – Director of Marketing & Partnerships, Visit Rancho Cordova Marc Garcia – President & CEO, Visit Mesa Maria Skrzynski – Marketing Coordinator/Office Manager, Destination Ann Arbor Mark Romig – Chief Marketing Officer & Senior Vice President, New Orleans & Co. Nicole Stacey – Director of Marketing Communications, Visit Pensacola Ralph Thompson – Executive Director Travel & Tourism, Streetsense Tim Ash – Marketing Keynote, Trainer & Advisor Victoria Simmons – Senior Vice President of Travel, BVK Innovative Digital Marketing Experts at the 2021 eTourism Summit The eTourism Summit is a one-of-a-kind conference that exists at the intersection of destination travel and tourism with cutting edge digital marketing. It's a unique opportunity for industry leaders, marketers, and destinations to come together and exchange ideas, collaborate, and brainstorm new solutions together. This year's eTourism Summit was held in Las Vegas from September 20-22 and offered insights into digital marketing trends, advertising innovations and new ways to connect travelers with incredible experiences. I asked each of these experts the same question: “Looking into the future, what innovations are happening now that you think will impact digital marketing for your organization or destination?” Here are the insightful answers they gave me: Chris Lukenbill from Shrpa Chris discusses how the many disruptions our industry is facing create new opportunities for Shrpa's clients to tell their stories within their own communities. He discusses why an increased focus on local communities has moved from “nice to have” to necessary to navigate the pandemic. He talks about why stronger communication is going to be an increasingly critical component of travel and tourism marketing going forward. Ed Harris from Discover Lancaster Ed talks about the juxtaposition of digitally marketing the simple life of the local Amish communities through modern technology and social media, and he discusses why innovations in technology like AI and machine learning are transformative tools that will reshape digital marketing in the future. He talks about the power of data in informing what content destinations and marketers share, and he discusses the importance of adapting to and embracing these emerging technologies to help meet travelers where they are. Emilie Harris from Bandwango Emilie talks about how the industry's broad focus on innovation is creating new opportunities to integrate various products, experiences and locations into full experience packages. She discusses how important it is for marketers to understand how the process of booking travel is changing as consumer expectations are shifting. She shares how the “niche” audiences of the past are dissolving and how authentic, unique experiences are becoming the cornerstone of travel and tourism marketing. Jake Brown from Visit South Bend Jake talks about the role of data in travel and tourism digital marketing, and he shares why being able to track the success of campaigns by how much revenue they have generated for the area is going to be a sea change for digital marketers going forward. Jason Holic from Experience Kissimmee Jason explains a calculator tool his organization developed to help track key data metrics that they have made available to other DMOs, and he shares how it helps track media impact of your messaging through transparency and the dynamic narratives it can create. He explains how the tool uses 30 different data points to fine tune visibility over your metrics and help you communicate with four key stakeholder groups using language they themselves use to help you demonstrate the value you're driving to them. Kyle Johnson from Indiana Destination Development Corporation Kyle shares how his organization's transition from the Indiana Office of Tourism Development to the Indiana Destination Development Corporation has allowed the organization to expand their goals and cast a wider net. He shares why their goal isn't just to attract visitors but to also attract talent to the state. He discusses the important role location tracking serves for the organization, allowing for targeted messaging. He talks about how Indiana has seen big success bringing corporations to the state, and he shares how the next goal is to bring more workers to the state as well. Leena Riggs from Visit Rancho Cordova Leena shares how her organization is focused on more and stronger data collection, and she shares how Visit Rancho Cordova is exploring options for engaging with and messaging in-market. She shares how the data is powerfully informing how Rancho Cordova plans their future growth. Marc Garcia from Visit Mesa Marc shares how his organization is focused on accessibility in travel as part of Visit Mesa's larger Diversity, Equity and Inclusion (DEI) efforts. He shares how Mesa, Arizona has worked hard to become the nation's first Autism-certified City and is now seeking to become a city known for its accessibility programs and initiatives. He shares how Visit Mesa has recently established the Mesa Regional Foundation for Accessibility, Diversity and Inclusion, which will be used to purchase accessibility technologies. He also talks about how his city is building what will be the largest youth and amateur sports complex in the country. Maria Skrzynski from Destination Ann Arbor Maria shares how her organization is working to strengthen its local partnerships and collaboration with other organizations and sectors to elevate the energy of the community. She also discusses the importance of unity within Ann Arbor. Mark Romig from New Orleans & Company Mark discusses how people are using handheld devices far more than tablets, desktops and other large devices, and he shares how his organization is focused on developing their integration with phones and other handhelds. He talks about the importance of focusing on the consumer's needs and obstacles and staying ahead of the curve by meeting them where they are. Nicole Stacey from Visit Pensacola Nicole talks about how Visit Pensacola is reallocating their budget to use connected TVs to better reach people. She talks about the importance of transparency and honesty in messaging, and she shares how Visit Pensacola is utilizing targeted marketing strategies and messages to reach niche traveler groups. Ralph Thompson from Streetsense Ralph talks about how Streetsense is creatively using podcasts to build relationships with travelers in a more casual way than traditional messaging. He explains how even smaller, resource-challenged DMOs can take advantage of established podcasts to amplify their message. Tim Ash, Marketing Keynote Speaker, Trainer and Advisor Tim discusses how travel planning can take advantage of Alexa, Siri and other voice assistants and the casual, conversational way they work. He shares why it is important to understand the psychology behind how people make decisions, and he explains how evolutionary psychology can be the key to anticipating and guiding people's decision-making processes. Victoria Simmons from BVK Victoria talks about how DMOs and destinations are becoming better at having in-market conversations with travelers and connecting them directly to travel partners. She shares how geolocation data is becoming a powerful resource for enhancing this connection with travelers. Technological Innovations and the Role of Data As you can see, many of the leaders I spoke with hit upon recurring themes around emerging technologies and new ways of collecting, collating and analyzing data. The outbreak of the global pandemic has created major strains and challenges on travel and tourism, but it has also given us a unique opportunity to reevaluate how we market destinations to travelers and how we can share our messages in more targeted ways and with larger, more diverse audiences. I hope you've enjoyed hearing insights from the 2021 eTourism Summit and from these extraordinary travel and tourism marketing experts and leaders. As our world slowly begins to turn the tide against the pandemic, one thing is certain: by embracing new innovations and outside-the-box ideas, the future of travel and tourism looks bright! We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes! https://breaktheicemedia.com/rating-review/

For this first episode in a special two part series of Destination on the Left episodes, I visited the 2021 eTourism Summit held in Las Vegas, Nevada from September 20-22. At the summit, I was privileged to have the chance to interview fourteen attendees who are experts in the field of digital marketing for travel and tourism. In my conversations with today's guest experts, I asked them to each answer one question: “What has been the biggest change in your digital strategy that has resulted in big wins for your organization or destination?” I'm so delighted to share their insightful and sometimes surprising answers with you in this week's special podcast episode. In this episode of Destination On The Left, you'll hear from these fourteen extraordinary digital marketing experts: Chris Lukenbill – Co-Founder, Shrpa Ed Harris – CEO, Discover Lancaster Emilie Harris – Director of Marketing Operations, Bandwango Jake Brown – Content Manager, Visit South Bend Jason Holic – Vice President of Business Applications & Insights, Experience Kissimmee Kyle Johnson – Digital Strategy Manager, Indiana Destination Development Corporation Leena Riggs – Director of Marketing & Partnerships, Visit Rancho Cordova Marc Garcia – President & CEO, Visit Mesa Maria Skrzynski – Marketing Coordinator/Office Manager, Destination Ann Arbor Mark Romig – Chief Marketing Officer & Senior Vice President, New Orleans & Co. Nicole Stacey – Director of Marketing Communications, Visit Pensacola Ralph Thompson – Executive Director Travel & Tourism, Streetsense Tim Ash – Marketing Keynote, Trainer & Advisor Victoria Simmons – Senior Vice President of Travel, BVK Innovative Digital Marketing Experts at the 2021 eTourism Summit The eTourism Summit is a one-of-a-kind conference that exists at the intersection of destination travel and tourism with cutting edge digital marketing. It's a unique opportunity for industry leaders, marketers, and destinations to come together and exchange ideas, collaborate, and brainstorm new solutions together. This year's eTourism Summit was held in Las Vegas from September 20-22 and offered insights into digital marketing trends, advertising innovations and new ways to connect travelers with incredible experiences. I asked each of these experts the same question: “What has been the biggest change in your digital strategy that has resulted in big wins for your organization or destination?” Here are the insightful answers they gave me: Chris Lukenbill from Shrpa Chris shares how the industry-wide disruption of the global pandemic has created a unique opportunity to share experiences and user-generated content. He discusses the challenge of creating and sharing great itineraries that go beyond a single viewpoint and that are available “where the visitors are”, whether that's Shrpa's website or elsewhere. He explains why it's easy to find directories of information but it is often difficult to get a good understanding of the full experience a destination offers, and he shares how Shrpa is working to bridge that gap for travelers. Ed Harris from Discover Lancaster Ed shares how Discover Lancaster has focused on making greater, more meaningful investments in social media over the pandemic, and he shares how experimenting with alternative information vehicles like video has helped significantly increase Discover Lancaster's social media engagement and following. He discusses why content centered on the local Amish community has been a big driver in this stronger engagement as people learn more about the Amish lifestyle. He discusses how the pandemic has highlighted a new level of desire from travelers to find unique escapes from our modern lives and challenges. He discusses how his team created five video ads highlighting activities that can be done in a pandemic-safe way in the area, and he shares the big results these videos have generated. Emilie Harris from Bandwango Emilie discusses how the biggest shift she has experienced working with clients has been greater focus on tracking bottom-of-funnel conversions rather than top-of-funnel inspiration-focused marketing. She explains how this information has helped many clients transition their websites into e-commerce engines, and she talks about how the integration of new website strategies and new tools has created exciting opportunities for clients. She discusses Bandwango's work connecting communities with local businesses and crafting engaging experiences, through web-based free and paid “passports” that highlight client offerings while allowing Bandwango to collect invaluable data and traveler insights. Jake Brown from Visit South Bend Jake describes how Visit South Bend has been experimenting with and collecting data on a variety of ideas, such as advertising through Expedia. He discusses why Visit South Bend's focus has shifted from inspirational top-of-funnel campaigns to the actual booking process, and he explains why the global pandemic has created new opportunities farther down the sales funnel. He discusses how the content his organization is creating integrates with their paid campaign efforts, and he explains why Visit South Bend is layering content to help guide traveler choices at all levels of the funnel. Jason Holic from Experience Kissimmee Jason discusses how he and his team have shifted their focus to in-state marketing targeting Florida residents and drawing them to the many experiences available in the Kissimmee, Florida area. He talks about using data to help the team reprioritize which markets they are advertising in. He explains why the goal has been to drive knowledge of the impact of the global pandemic on travelers, and he shares how leveraging the area's unique ability to handle high volumes of traveler traffic has been an invaluable asset. Kyle Johnson from Indiana Destination Development Corporation Kyle shares how he was introduced to the concept of “bricks and feathers”, including heavy pieces of major content called “bricks” that can be sliced into smaller pieces of “feather” content. He shares how his team put together a scavenger hunt list of “stranger things” travelers can find in Indiana that connect to the fictional town of Hawkins, Indiana featured in the Netflix series “Stranger Things”. He describes how that list became 12 separate social posts over 14 days that generated more than 250,000 organic social channel impressions. He shares how the pandemic put all of the team's initiatives on pause, and he talks about how the team navigated the challenges of the pandemic using their “bricks and feathers” content to empower their social media efforts and drive traffic to exciting, pandemic-safe outdoor destinations in every county in the state. Leena Riggs from Visit Rancho Cordova Leena shares how the pandemic has created a unique opportunity for her organization to shift to user-generated content, and she shares how this has allowed Visit Rancho Cordova an opportunity to partner with local residents in a unique way. She shares how residents are creating unique hashtags and amplifying the organization's message. Marc Garcia from Visit Mesa Marc shares how the pandemic pushed Visit Mesa to turn inward and form a steering committee made up of Mesa residents that has advanced his organization's digital strategies and social media outreach. He explains why the pandemic has given Visit Mesa an opportunity to inform locals of what their organization does to support the area. He shares how the steering committee came about and immediately assisted Visit Mesa in formulating a strategy to deal with the challenges of the pandemic by marrying songs with photos of the region. Maria Skrzynski from Destination Ann Arbor Maria discusses how one of the big changes Destination Ann Arbor has made has been collaborating with residents and supporting local business through stronger connections. She explains how user-generated content has become a backbone of her organization's marketing efforts and social media outreach. She shares how Destination Ann Arbor has been exploring new ways and channels to connect with local residents, and she explains why these collaborations are a win-win-win for everyone involved. She shares how her organization reaches out to highlight how they can be of assistance to local businesses and destinations. Mark Romig from New Orleans & Company Mark discusses how his organization worked to shift the perception of New Orleans as an “adult playground” and highlight how it's an extremely family-friendly destination, by partnering with a group of “mommy bloggers” to share their travel experiences. He shares how leveraging influencers and social media can be an extraordinary way to connect with niche markets and get the message out. He also shares how Instagram has been a key platform to share the exciting sights in New Orleans, and he discusses how merging two competing websites into a single “one stop shop” internet address has helped travelers find information more easily. Nicole Stacey from Visit Pensacola Nicole talks about how “pivot” has been the key word through the pandemic for so many organizations in travel and tourism, and she shares how Visit Pensacola has used a multi-channel strategy throughout the full funnel to dig deeper into the “why” of the destination. She shares how sharing an authentic experience that goes beyond Pensacola's famous beaches has been transformative for the organization. She describes how connecting with audiences and the things that inspire them has gotten easier through the use of real-time data. She discusses how the agility of digital marketing has been crucial for navigating the challenges of the pandemic. Ralph Thompson from Streetsense Ralph talks about how Streetsense leverages its experience in digital marketing to reach audiences and deliver measurable results. He discusses how the evolution of data collection has been an extraordinary asset for his organization. He talks about the importance of building relationships and engaging consumers both logically and emotionally, and he talks about how video is becoming a crucial component of digital travel and tourism marketing. Tim Ash, Marketing Keynote Speaker, Trainer, and Advisor Tim explains why too many destinations are “in love with themselves” and are focusing too much on polished visuals and not enough on the process of planning for travel. He talks about why it's crucial to focus on how you can be helpful to your audience, and he shares how our brains interpret text, graphics and motion to determine what we're paying attention to. He shares why it's important to be conscious about the elements of your digital marketing to ensure that a viewer's attention is being drawn to the right elements. Victoria Simmons from BVK Victoria talks about how the pandemic has given BVK a new opportunity to help clients make better sense of data without feeling overloaded through creating a data dashboard and investing in analysts to help interpret the data and translate it into strategy. She shares how the greater access to data and the ability to target consumers individually has transformed interactions and empowered destination organizations to better reach their audiences. She talks about why personalized content isn't necessarily about having something new to say all the time but is about delivering content that speaks to the listener. Collaboration and a Renewed Focus on Local Residents As these extraordinary leaders shared, a key recurring theme is that so many of their organizations found new life and new purpose through the pandemic by collaborating with local residents and “turning inward” to highlight why sometimes the most exciting and unique experiences happen in our own communities. Another common theme has been looking beyond the top of the funnel and exploring multi-channel initiatives that target people throughout the sales funnel across a diverse range of communications mediums. I hope you enjoy this first episode of this two-part 2021 eTourism Summit series. Next week, we'll hear from even more remarkable digital travel and tourism marketing experts from the eTourism Summit to share their insights and experiences. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes! https://breaktheicemedia.com/rating-review/

For the final episode in a special three part series of Destination on the Left episodes, I visited the Destinations International 2021 Annual Convention and spoke with several attendees who are experts in the travel and tourism industry. These guests shared remarkable insights in their mini-interviews, and our conversations were focused on learning to adapt to the challenges we've all faced through the global pandemic and even embracing the disruption by innovating and getting creative. The brilliance each of these leaders shared is certain to be invaluable as we continue to navigate the pandemic. In this episode, you'll hear from these extraordinary leaders: Adam Johnson – Sales Manager at Zartico Annette Rummel – CEO of Great Lakes Bay CVB Michael Hensley – Travel Marketing Manager at Great Lakes CVB Greg DeShields – Executive Director of Tourism Diversity Matters Jim Walter – Vice President of Sales and Marketing at Visit Cheyenne Andi Jaspersen – Experience and Marketing Manager at Visit Cheyenne Melaine Rottkamp – President & CEO of Dutchess Tourism Inc. Steve Powell – CEO of Destination Services Tiffany Gallagher – Eastern US Branch Manager for Civitas Wes Rhea – CEO of Visit Stockton Visionary Travel and Tourism Leaders at the Destinations International 2021 Annual Convention The Destinations International Annual Convention is an incredible yearly event that brings together experts from both within and outside of the travel and tourism industry, to exchange ideas and collaborative solutions for the many challenges our industry faces today. This year's convention was uniquely focused on the challenges and opportunities we have experienced over the past two years, and it was my honor to speak to some of the extraordinary guests to get their insights into where we started as the pandemic began, where we've been, and where we're going in the future of our industry in a post-pandemic world. Adam Johnson from Zartico Adam explains why the pandemic has taught many of us to be more nimble and flexible and taught us to see beyond year-over-year KPIs. He shares why he believes staying nimble will be crucial going forward, and he explains why working collaboratively with residents and local organizations will be crucial going forward. Adam shares why now is the ideal time to rethink how we've traditionally done things and break out of our habits and rituals. Annette Rummel & Michael Hensley from Great Lakes Bay CVB Annette and Michael explain why “Semper Gumby” (forever flexible) has been the theme they've attempted to embrace throughout the pandemic. They share how being creative and tackling immediate challenges while remembering long-term goals has been key. They share how data has been central to their recovery strategy, and they discuss the importance of not viewing disruption as a “negative” but rather as an opportunity to realign, correct for vulnerabilities, and innovate. Greg DeShields from Tourism Diversity Matters Greg talks about how the biggest positive disruption he has experienced has been seeing DEI (diversity, equity and inclusion) moving to the forefront of the industry in the last 18 months. He shares why every level of the industry needs to consider their DEI position. He explains why this greater focus on DEI is beneficial for the entire industry and creates opportunities to broaden messages and reach more people. He shares how today's customers have higher DEI expectations from the travel and tourism sector than ever before. Jim Walter & Andi Jaspersen from Visit Cheyenne Jim and Andi discuss how disruption lies at the core of the work they do. They explain how their duties have expanded to encompass the Downtown Development Authority as well. They talk about why standing still isn't an option and always pushing and growing has been key to their success. They also share how partnerships in their community have been powerful, impactful and important. Melaine Rottkamp from Dutchess Tourism Melaine explains why your ability to embrace change is key to your success and survival, regardless of the industry you're operating in. She highlights how organizations who have embraced new opportunities have survived and thrived through the pandemic crisis. She explains how outdoor experiences have become key attractions throughout the area during the pandemic, with outdoor trails and gardens being instrumental “hidden gems” and revenue generators even as the indoor spaces have remained closed. Steve Powell from Destination Services Steve shares his perspective that “disruption” is nothing more than the introduction of new generational cultures. He explains why technology is reshaping the industry and will be central to the “new norm”. He talks about how the pandemic has accelerated changes that were already coming, and how the things we've had to sacrifice through the pandemic have given us a new appreciation for life and work experiences. Tiffany Gallagher from Civitas Tiffany talks about how the disruption has created opportunities for a brighter future by shining a light on things we've ignored and neglected for too long. She shares how the loss of tourism income and other pandemic financial impacts have shown us how essential tourism is to the overall health of our economy. She believes leveraging this new level of attention and understanding will make the industry stronger in the long term. Wes Rhea from Visit Stockton Wes discusses why he believes examining data will be crucial moving forward, and he talks about how using geolocation data can answer a number of questions and give us new insights. He shares how collaboration with vendors has been key over the course of the pandemic. He also discusses the importance of rolling DEI efforts into our organizations. He celebrates Stockton being named the most diverse city in the nation, and he looks toward the future and even bigger DEI initiatives and efforts. Embracing Change and Welcoming Disruption Many of these leaders spoke of the importance of not becoming entrenched in our old ways of doing things and instead focusing on innovation, new solutions and flexibility. Greater diversity, equity and inclusion in our marketing efforts and outreach will be crucial moving forward. And, for all the chaos and turmoil the pandemic has caused, it has also given us a rare opportunity to reexamine how we do things and challenge our own assumptions. I want to thank all of the extraordinary travel and tourism experts who shared their wisdom with me over this three-part special series. These visionaries and trailblazers are finding solutions to the unprecedented challenges our industry faces today, and they are paving the way for a bright future for travel, tourism and hospitality in a post-pandemic world. I hope you've enjoyed hearing the unique insights and perspectives all 26 of these leaders generously shared with me at the Destinations International 2021 Annual Convention. Thank you so much for joining the conversation! Together, we can apply the lessons we've learned during the pandemic to strengthen our industry as a whole. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

For this second episode in a special three part series of Destination on the Left episodes, I visited the Destinations International 2021 Annual Convention and spoke with several attendees who are experts in the travel and tourism industry. These guests shared remarkable insights in their mini-interviews, and our conversations were focused on the bright spots and silver linings they were able to discover during this unprecedented and challenging period of global pandemic. The brilliance each of these leaders shared is certain to be invaluable as we continue to navigate the pandemic. In this episode, you'll hear from these extraordinary leaders: Tammy Blount-Canavan – Executive Vice President, President and Principal at Fired-Up! Culture Gordon Taylor – Vice President of Convention Sales & Services at Destination Cleveland Greg LaDuca – Vice President of Industry Relations & Visitor Experience at Visit Rochester Jack Johnson – Chief Advocacy Officer at Destinations International Jill Delaney – President & CEO of Discover Albany Julie Gilbert – Vice President of Sales & Marketing at Destination Niagara USA Liz Fitzsimmons – Managing Director of the Maryland Department of Commerce Office of Tourism and Film Shannon Lowery – Content & Social Media Manager for Visit Savannah Visionary Travel and Tourism Leaders at the Destinations International 2021 Annual Convention The Destinations International Annual Convention is an incredible yearly event that brings together experts from both within and outside of the travel and tourism industry, to exchange ideas and collaborative solutions for the many challenges our industry faces today. This year's convention was uniquely focused on the challenges and opportunities we have experienced over the past two years, and it was my honor to speak to some of the extraordinary guests to get their insights into where we started as the pandemic began, where we've been, and where we're going in the future of our industry in a post-pandemic world. Tammy Blount-Canavan from Fired-Up! Culture Tammy shares why patience is such a crucial virtue when dealing with the unexpected and the uncertain. She explains how increased collaboration in her organization has helped them navigate this complexity. She also highlights how organizations are emerging leaner and more nimble than ever before, reexamining their goals and adapting to today's challenges and opportunities. She explains how smaller teams filled with “cross-functional ninjas” are advancing travel and tourism organizations in this new era. Gordon Taylor from Destination Cleveland Gordon explains why focusing on and celebrating personal and professional wins has helped his team navigate the emotional challenges of the pandemic. He explains why it is crucial to create a culture where people know they're loved and cared about. He talks about how this same degree of empathy is important to extend to clients, and he shares how this past year has helped Destination Cleveland better understand the needs and challenges of their clients. Greg LaDuca from Visit Rochester Greg talks about how Visit Rochester recognized a need for increased diversity within their membership, and he discusses how Destination International helped him navigate the complexities of the pandemic. He talks about how Visit Rochester has worked to reach out in partnership with local businesses owned by BIPOC business leaders to foster greater diversity within the organization and a stronger reflection of the community at large. He shares how flexibility and empathy have been crucial for helping members navigate the pandemic. Jack Johnson from Destinations International Jack shares how travel and tourism organizations have found new purpose by shifting their focus from attracting outside visitors to working to serve their local communities, and he explains why collaboration within local communities is the key to bringing value to those communities. He explains why it's important for destination organizations to maintain that local focus even as we begin to emerge from the pandemic. Jill Delaney from Discover Albany Jill explains how Discover Albany has used the pandemic as an opportunity to break out of their old way of doing things and innovate new, more flexible solutions. Jill shares how the pandemic sped up the time table for these changes and created an opportunity even for people who typically aren't comfortable with change to reflect and shake things up. Julie Gilbert from Destination Niagara USA Julie talks about the growing importance of personalization in messaging to audiences. She shares how Destination Niagara USA is focused on testing to help adapt to swiftly changing consumer expectations. She celebrates the travel trade returning in such a strong, healthy way, and she shares how her organization is preparing for the coming months with a “bucket list” campaign (and sub-campaigns) that her organization has utilized throughout the year. Liz Fitzsimmons from Maryland Department of Commerce Office of Tourism and Film Liz shares how trusting other organizations within the industry and being open to collaboration has been key, and she shares how working with a planning partner helped provide a roadmap to navigate the pandemic. She discusses how the blueprint her office was able to create with their planning partner's help has served as a guiding star and a focus point throughout the pandemic. Shannon Lowery from Visit Savannah Shannon shares how increased accountability on social media platforms has given her a greater sense of empowerment in her role. She shares how this increased accountability and ability to push back against harmful narratives has created a positive impression that has resonated with many of Visit Savannah's followers. Flexibility, Empathy, and Collaboration The pandemic has brought unprecedented levels of upheaval to virtually every aspect of our modern lives, but the destination travel and tourism industry has seen some of the biggest shifts. Adapting to these challenges has required innovative thinking, new approaches, and strengthened relationships. As you heard from many of the guests I interviewed in this episode, there have been some powerful silver linings and positive experiences that have come out of the pandemic, things that we can take forward into the future. Leaning into our local communities, listening and being empathetic, being flexible and ready to adapt, strengthening existing partnerships and creating new ones will continue to serve the destination travel and tourism industry long into the future, even after we emerge from the pandemic. If we embrace the lessons this chaotic period has taught us, our entire industry will be stronger for it. I'm so grateful for these remarkable experts and professionals who took the time to speak with me and share their insights. I hope you enjoyed their unique perspectives in this second episode in our three part series. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

For this first episode in a special three part series of Destination on the Left episodes, I visited the Destinations International 2021 Annual Convention and spoke with several attendees who are experts in the travel and tourism industry. These guests shared remarkable insights in their mini-interviews, and our conversations were focused on the bright spots and silver linings they were able to discover during this unprecedented and challenging period of global pandemic. The brilliance each of these leaders shared is certain to be invaluable as we continue to navigate the pandemic. In this episode, you'll hear from these extraordinary leaders: Andria Godfrey – Vice President, Longwoods International Bree Nidds – Vice President of Sales, Discover Lehigh Valley Brian Bossuyt – Executive Vice President and COO, Pocono Mountains Visitors Bureau David Holder – CEO, Clarity of Place Jamie Furbush – President and CEO, Frankenmuth Chamber of Commerce and Convention & Visitors Bureau Josiah Brown – President, New York's Best Experience (a division of Famous Destination Marketing) Kurt Krause – President and CEO, VisitNorfolk Valerie Knoblauch – President and CEO, Visit Finger Lakes Visionary Travel and Tourism Leaders at the Destinations International 2021 Annual Convention The Destinations International Annual Convention is an incredible yearly event that brings together experts from both within and outside of the travel and tourism industry, to exchange ideas and collaborative solutions for the many challenges our industry faces today. This year's convention was uniquely focused on the challenges and opportunities we have experienced over the past two years, and it was my honor to speak to some of the extraordinary guests to get their insights into where we started as the pandemic began, where we've been, and where we're going in the future of our industry in a post-pandemic world. Andria Godfrey from Longwoods International Andria shares some of the key statistics and insights Longwoods International has been able to gain from their American Travel Sentiment survey throughout the pandemic crisis. Respondents have reported a high pent-up demand to travel, even during the most difficult periods of the pandemic outbreak. Andria sees this as an opportunity as we navigate the pandemic and beyond. The younger traveler demographic is a growing segment that presents many new opportunities as we move forward, and our messaging should keep these younger travelers in mind. Bree Nidds from Discover Lehigh Valley Bree discusses the rapid changes affecting our industry, and she shares how the Discover Lehigh Valley team developed new skills and strategies to adapt to the speed of these changes. This team growth has allowed people to truly shine in new ways. Discover Lehigh Valley has made a conscious shift toward content creation, and as team members have honed their on-screen presentation and writing skills, this has created extraordinary new ways to highlight the destination. Brian Bossuyt from Pocono Mountains Visitors Bureau Brian shares how close partnerships and collaborations with stakeholders and business leaders have been instrumental in his organization's success and their strengthened messaging. By bringing together so many interested organizations, the Visitors Bureau has been able to amplify their message. And these collaborations have had a positive effect on the community as a whole, creating a powerful ripple effect. Brian also discusses how their TV station has proven to be a valuable asset and an extraordinary communication and education channel, both before and during the pandemic crisis. David Holder from Clarity of Place David shares how the key to this challenging period has been the opportunity it has presented to re-examine everything we do and innovate new solutions. David shares how the greatest destination leaders have used initiative, new content development strategies, and a different approach that goes beyond destination marketing to drive their organizations forward through the pandemic. He also shares how it has become important for organizations in our industry to become more than just cheerleaders for their communities but to serve as a bridge between the community and the destinations within it. David says it's critical for us to develop a comprehensive and integrated approach to marketing as we move forward. Jamie Furbush from Frankenmuth Chamber of Commerce and Convention & Visitors Bureau Jamie discusses how even simple, little things have become necessities through the pandemic and its restrictions, and she shares how seeing our spaces in a new light and finding new uses for these spaces can become a powerful opportunity even after the pandemic. Jamie highlights the role that collaboration has played for Frankenmuth, and she discusses the stronger connections that facing the many challenges has allowed her community to forge. Josiah Brown from New York's Best Experience (a division of Famous Destination Marketing) Josiah shares why the biggest lesson he has learned through the pandemic is how much we all truly need each other. He discusses how the pandemic has brought both times of clarity and times of confusion, and he explains why collaborations have been crucial for helping each other navigate the moments of fog and take advantage of the moments of brilliance. Josiah discusses how generosity and idea-sharing have been hallmarks of the pandemic that have served to universally strengthen the industry. He also discusses how video conferencing tools like Zoom may continue to be valuable even after the pandemic. He talks about how the tourism industry is shifting to a “play, live, work” economic development model for the first time. Kurt Krause from VisitNorfolk Kurt shares how the initial challenge for his organization was timing their programs without knowing how long restrictions would last or how long the pandemic would impact travel. He shares how focusing on Norfolk's strengths and highlights has been key. He discusses the pent-up travel demands, and he shares how his community partnered with nearby Virginia Beach to create an outreach campaign to increase awareness of the area's features and destinations. These two communities worked together and became stronger together than they would have been independently. He shares how $1 million in investment turned into $6 million in hotel room sales, and he highlights some of the other benefits this program provided to Norfolk and Virginia Beach. Valerie Knoblauch from Visit Finger Lakes Valerie shares how the pandemic created a unique opportunity to truly lean into the diverse skills of her staff, but also to “lend out” those skills where they were most needed. She shares how the county government needed help with their early pandemic safety messaging to travelers and residents, and she explains how helping the county with this messaging has created powerful new relationships and new opportunities for Visit Finger Lakes. Collaboration is Key As these extraordinary leaders shared, collaboration has been one of the key recurring themes that has helped each of these organizations chart a new path forward through uncertain waters. From working with other nearby destinations to coordinating their efforts with their larger community, collaboration has become a powerful resource for everyone involved. I hope you enjoy this first part of the three part Destinations International 2021 Annual Convention series. Next week, we'll hear from even more remarkable leaders and we'll take a look at more of the bright sides, silver linings and moments of brilliance that have helped our industry move forward through this challenging period.

With a talent for creating special events that blossomed while working for her dad's car stereo shop, Nicole Mahoney got her start in marketing at Frontier Field in Rochester and she began serving as the executive director of the internationally known Lilac Festival. Later on, Nicole headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, Nicole founded Break the Ice Media, with more than 20 years of experience in tourism marketing. She now hosts “Destination on the Left”, a highly successful tourism marketing podcast. As a business owner, Nicole knows what it takes to be successful. She founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. She has the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success. What you'll learn about in this episode: How Nicole founded her marketing agency, Break The Ice Media, and how she specializes in the travel, tourism, and hospitality industry Why the industry at large is experiencing a workforce shortage, and how it is impacting businesses during the global pandemic How Nicole built a team that is as passionate about helping businesses in their industry as she is, and why industry collaboration is one of Nicole's main focuses How launching the Destination on the Left podcast helped Nicole clarify her focus and led her to doing a collaboration research study to be helpful to her audience Why Nicole set out to answer the question “what makes collaborations work or fail in the travel, tourism, and hospitality industry?” in her research How Nicole used her team, her podcast, and her network of connections in the industry as the foundation of her three-month collaboration research project What results Nicole and her research partner Susan Baier were able to discover through their research, and what content Nicole was able to develop based on the survey How Nicole determined her two-pronged webinar strategy with separate private client and public-facing webinar offerings How Nicole uses the research results as cornerstone content and then slices and dices it into many different smaller pieces of cobblestone content How planting her flag as the authority on travel, tourism, and hospitality industry collaboration has created new opportunities for Nicole's agency Resources: Email: nicole@breaktheicemedia.com Destination on the Left Podcast: https://breaktheicemedia.com/podcast/ Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ LinkedIn: www.linkedin.com/in/nicolemahoney/ LinkedIn: www.linkedin.com/company/break-the-ice-media/about/ Facebook: www.facebook.com/BreakTheIceMedia/ Twitter: @Break_TheIce Additional Resources: Edelman's 2020 Trust Barometer Special Report “Trust and the Coronavirus”: https://www.edelman.com/research/2020-edelman-trust-barometer-special-report-coronavirus-and-trust Pricing Creativity by Blair Enns: www.winwithoutpitching.com/pricing-creativity/ Listen to episode 999 of the Onward Nation podcast featuring Brett Gilliland: https://predictiveroi.com/podcasts/brett-gilliland-4/ Listen to episode 735 of the Onward Nation podcast featuring Clate Mask: https://predictiveroi.com/podcasts/clate-mask/ Listen to episode 35 of the Elite Entrepreneurs podcast featuring Brett Gilliland and Clate Mask: https://growwithelite.com/podcasts/solocast-8/

Tourism is one of the most fiercely competitive environments on the planet...yet a new research study shows that collaboration produces more winners than losers. Break the Ice Media's Nicole Mahoney joins us to share the fascinating results of a landmark study into the power of collaboration and coopetition. You'll learn about the three types of collaborators, hear case studies...and, on the Bonus Round question, get the backstory on Visit Syracuse's brand ownership of Winter, one of the gutsiest DMO moves ever. Join us.

Choosing a niche for your agency might seem counterintuitive at first. In this solocast, Nicole Mahoney explains how niching down creates predictable growth. Hear insights about: Nicole's journey into entrepreneurship in the travel and tourism industry How Nicole chose to pivot her business in response to the pandemic How choosing a niche saved Nicole's agency during the pandemic What we can do to build a position of thought leadership and authority within our niche The most important financial lessons Nicole has learned from building an agency Nicole's take on the most common financial mistakes agency owners make Choosing a Niche for Your Agency Nicole Mahoney is the Founder and CEO of Break the Ice Media, a Rochester, NY marketing communications agency focused on the travel and tourism industry. Entrepreneurship is in her DNA, and she has an immense passion for helping small businesses excel through the use of creativity and collaboration. In this episode of the Progressive Agency podcast, Nicole joins us to share her entrepreneurial journey and explain why choosing a niche to build thought leadership is something every agency owner should consider doing. Thriving Against All Odds Travel and tourism are central to the hospitality industry. This includes restaurants, hotels, live events, and virtually every other subsect that was devastated by the pandemic's protocols and regulations. When the world stopped turning, all of the businesses relying on the traveling public lost significant amounts of revenue. As an agency that serves those businesses, Break the Ice Media was forced to pivot. Q2 and Q3 were extremely difficult, but Nicole and her team persevered by focusing on their niche. Even though travel and tourism was at a standstill, Nicole continued to bring her clients value by any means necessary. This paid off in the long run, and BTI grossed its highest net profit since its inception. Building Thought Leadership We have talked a lot about building a position of thought leadership and authority. The reality is that it's much easier to become a thought leader after choosing a niche. When you niche down and embed yourself in a particular industry, you begin to see patterns, form opinions, and develop expertise that your generalized competitors can't offer. Nicole looked for ways to give voice to the things she was learning about travel and tourism, which started with a blog and developed into a full-blown digital platform with a podcast and live events. When you become the go-to expert in your field and you're focused on adding value, business will come knocking on your front door. Niching down is a great starting point as you develop a growth strategy for 2021 and beyond. Additional Resources: FREE COVID Loan Grant Calculator Download Website: www.theprogressivedentist.com Twitter: @CraigC2742 LinkedIn: https://www.linkedin.com/in/craigcodycpa How to Connect with Nicole Mahoney: Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia About Nicole Mahoney: In 2009, Nicole founded Break the Ice Media, a Rochester, NY marketing communications agency focused on the travel and tourism industry. Whether it's a destination adding to the economic impact of their community, an attraction enhancing the visitor experience, or a business creating jobs for the travel & tourism industry – Break The Ice Media helps their clients create impact! As CEO, Nicole is responsible for working with clients to understand their marketing needs, developing strategic marketing plans, and leading a team of professionals to execute those plans. Her dedication to the tourism industry keeps her team informed on current trends and best practices, regularly attending tourism conferences and travel shows. In 2016, Nicole launched the weekly podcast Destination on the Left, interviewing tourism professionals from around the globe on creativity and collaboration in the industry. In 2019, she introduced the Destination on the Left Virtual Summit for tourism marketing featuring presentations from previous podcast guests in a new and innovative format. Nicole was recognized as 2019 small business-person of the year by the Small Business Council of Rochester.

In 2009, Nicole Mahoney founded Break the Ice Media, a Rochester, NY marketing communications agency focused on the travel and tourism industry. Whether it’s a destination adding to the economic impact of their community, an attraction enhancing the visitor experience, or a business creating jobs for the travel & tourism industry Break The Ice […] The post Nicole Mahoney with Break the Ice Media appeared first on Business RadioX ®.

In 2009, Nicole Mahoney founded Break the Ice Media, a Rochester, NY marketing communications agency focused on the travel and tourism industry. Whether it’s a destination adding to the economic impact of their community, an attraction enhancing the visitor experience, or a business creating jobs for the travel & tourism industry Break The Ice […]

A marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful. Destination on the Left is joined again by Susan Baier to discuss the impact collaboration has on the travel and tourism industry. Susan is the founder of Audience Audit, a research firm that studies the attitudes behind consumer behaviors and beliefs. Susan teamed up with our host Nicole Mahoney to conduct a study about the far-reaching effects of coopetition, where perceived competitors accomplish something bigger than themselves by coming together. What You Will Learn: An overview of the findings from Susan and Nicole’s research study on collaboration The impact collaboration has on the travel and tourism industry How perceived competitors can use coopetition to accomplish something bigger than themselves by coming together How attitudinal research works, and why it is more effective in our industry The industry-wide sentiment toward collaboration in travel and tourism The three different types of collaborators and how each one affects the group dynamic Where tourism professionals are seeking resources on collaboration Collaboration in the Pandemic Susan Baier is back for another episode of Destination on the Left to discuss the impact collaboration has on the travel and tourism industry. She is the founder of Audience Audit, a research firm that studies the attitudes behind consumer behaviors and beliefs. Susan teamed up with host Nicole Mahoney to conduct a study about the far-reaching effects of coopetition, where perceived competitors accomplish something bigger than themselves by coming together. As we transition into a new year during these difficult times, it is important to understand how our organizations can use collaboration to navigate new challenges and measure our success. Data That Aligns With Your Goals There is an overwhelming amount of data available to destination marketers, but it is often the case that only a small portion of it aligns with our goals. So much data is virtually useless to us and as a result, we approach marketing strategy with expensive blind spots. While two individuals in a marketing segment may appear similar on the surface, they likely have two completely different sets of needs and problems that cannot be addressed with one blanket communication tactic. Attitudinal research offers a solution for destination marketers by providing them with targeted research based on needs and attitudes instead of demographics and purchase behaviors. There is a Demand for Collaboration The goal of Nicole and Susan’s study was to understand the industry-wide sentiment toward collaboration in travel and tourism. There were approximately 161 completed responses in the initial survey, providing enough data for the results to be statistically significant while offering a wide spectrum of attitudinal differences to compare with the results. The interesting thing about research is that it doesn’t always prove that you don’t know what you’re talking about—sometimes it has the opposite effect. This study reinforced the willingness to collaborate in all segments of the travel and tourism industry, with 76% of respondents having collaborated with direct competitors. What does this mean for you? It means there are an abundance of new opportunities to overcome challenges of the pandemic if you are willing to seek them out. This is huge for travel professionals from all walks of life. Website: https://audienceaudit.com/ LinkedIn: https://www.linkedin.com/in/susanbaieraz/ https://www.linkedin.com/company/audience-audit-inc./ Facebook: https://www.facebook.com/AudienceAudit/ Twitter: @susanbaier We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/  

In our solocast episode of Destination on the Left, we share some exciting new content in an episode format we’ve never done before. Nicole Mahoney does an exclusive table read of her keynote speech about world-changing collaborations. During the podcast, She provides a refined perspective on the importance of collaboration in the travel and tourism industry. Collaboration will play a significant role in the recovery of our industry, and we compiled numerous conversations with other industry experts so we could share the overarching sentiment with you. What You Will Learn: Nicole’s keynote speech on world-changing collaboration Why travel and tourism will bounce back stronger than ever How we can master the art of collaboration to keep travel alive in the “new normal” How to apply the 3 C’s of Collaboration framework Why we need to have a collective vision to have a successful recovery Examples of world-changing collaboration lived out by other travel and tourism professionals How tourism marketers have leveraged digital media to collaborate Collaboration During Economic Recovery In our solocast episode of Destination on the Left, we share some exciting new content in an episode format we’ve never done before. Nicole Mahoney does an exclusive table read of her keynote speech about world-changing collaborations. During the podcast, She provides a refined perspective on the importance of collaboration in the travel and tourism industry. Collaboration will play a significant role in the economic recovery of our industry, and we compiled numerous conversations with other industry experts so we could share the overarching sentiment with you. We Will Bounce Back Stronger Than Ever For a long period after 9/11, people were afraid to fly, afraid to travel to big cities, and afraid to gather for large group events. Sounds familiar right? At the time it was hard to imagine the travel and tourism industry ever recovering from such a devastating impact. Through that world-shaking event, then the great recession, and now the global pandemic resulting from COVID-19, the travel industry has and will continue to prevail. It will bounce back stronger than ever, and sometimes we forget that—while history doesn’t always repeat itself—it often rhymes. The Art of Collaboration It is overwhelming to look at what has happened to our industry knowing there is no clear end in sight, but we are in this together. If we can master the art of collaboration, we will find new ways to keep travel and tourism alive in the “new normal” that awaits. Adversity creates pressure and urgency that stimulates creativity and brings out the best our minds have to offer. Never let that go to waste. Take advantage of the opportunity to band together with our industries brightest minds and lead the world out of this. Collaboration is truly an art, and by harnessing its power, we will come out better than before. Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia Additional Resources: Strategy Meeting Agenda Book: Traction by Gino Wickman SWOT Analysis Worksheet Pros and Cons of WFH Communication: Creating World-Changing Collaborations  We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/  

In Destination on the Left’s 200th episode, we kick off October’s theme of equity, diversity, and inclusion. Nicole Mahoney shares experience with these issues, and she talks about the different ways her team is working together to live out the ‘equitable’ core value within their company. Learn what we can do to explore, understand, and act on the topic of diversity in the travel and tourism industry. What You Will Learn in This Episode: Host Nicole Mahoney’s experience with the challenges of equity, diversity, and inclusion What Nicole’s team is doing to live out the ‘equitable’ core value within their company What we can do to explore, understand, and act on the topic of diversity in the travel and tourism industry The lessons Nicole learned about diversity in applicant pools during the hiring process How Nicole’s team took a proactive approach to diversity in their company and industry How the team was living out their core values, and where they were falling short Why addressing systemic racism in your organization will impact existing employees, future employees, and clients alike Addressing the Topic of Diversity in our industry In Destination on the Left’s 200th episode, we kick off October’s theme of equity, diversity, and inclusion. Nicole Mahoney shares experience with these issues, and she talks about the different ways her team is working together to live out the ‘equitable’ core value within their company. Learn what we can do to explore, understand, and act on the topic of diversity in the travel and tourism industry. In light of recent events in the United States that sparked severe racial unrest, the opportunity to have this conversation could not have come at a better time. Looking into the Mirror With racial injustice sweeping the country right now, it is hard to focus on more than race. In the travel and tourism industry alone, racial diversity is a major issue, and it goes all the way to the leadership level of top organizations. As Nicole started to think about this, she realized that even her own company is guilty of homogeneity. Nicole didn’t build a team of white women on purpose, and there was no discrimination in the hiring process—she just didn’t receive a diverse applicant pool. But that is how she and her team *used* to think. After the death of George Floyd, they decided to take a proactive approach to diversity instead of leaving it to circumstance. A Deep Dive into the Unknown At first, Nicole and her team weren’t quite sure how to address the issue of diversity in their company and industry. But after exhausting every resource and contact they could pull from their network, a plan started to materialize. They used their ‘equitable’ core value as a framework and starting point in their exploration of systemic racism and diversity in the United States. The team figured out where they were living that core value, and where they were falling short. And as a result, the discoveries they made will shape the policies and actions of the organization as a whole, impacting existing team members, future team members, and clients alike. Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia Additional Resources: How We Live Core Value Equitable Shortfalls Systemic Racism Explained Racial Equity Report Card

In Destination on the Left’s solocast episode, we share the process that our team recently developed to reset our forward-thinking mindset. We found that when you challenge yourself and your team to move past the perceived limitation of uncertainty and stay focused on the future, many opportunities will appear. This solocast is an opportunity to discuss our company’s experience and the tools we used to get back on track during the pandemic’s challenging times. What You Will Learn in This Episode: How to assume a solutions-oriented, forward-thinking mindset during this challenging pandemic The meeting agenda we use for our team strategy meeting How to implement the processes from Gino Wickman’s “Traction” in your own organization The benefits of performing a SWOT analysis to generate forward-focused questions that guide your team’s discussion How to use Traction’s IDS process to solve unique business problems that arose during your strategy meeting How to create a forward-focused gameplan and define every team member’s role so you can execute with maximum efficiency Working Together to Plan for the Future In Destination on the Left’s solocast episode, we share the process that our team recently developed to reset our forward-thinking mindset. We found that when you challenge yourself and your team to move past the perceived limitation of uncertainty and stay focused on the future, many opportunities will appear. This solocast is an opportunity to discuss our company’s experience and the tools we used to get back on track during the pandemic’s challenging times. Strategic Meeting One of the first pieces of our process is the meeting strategy. Using techniques from Gino Wickman’s book Traction, we run through financials, new projects, accomplishments, upcoming projects, and our current business plan that was updated in May. Our business plan depicts the Traction model, which includes our core values, mission, vision, marketing strategy, and 3-year picture. This segues into a SWOT analysis (strengths, weaknesses, opportunities, and threats). From there, we move to forward-focused questions segment about our team and performance as an organization. Then, we used those questions to identify goals that will carry us through the end of the year and into 2021. Identify and Solve Your Issues The IDS format is another Traction piece that we have used to maintain a forward-thinking mindset. With this method, you first identify the problem you want to solve, then collect feedback from your team, and work together to figure out the best solution. In our case, it was whether or not to renew our lease given the current circumstances of COVID-19. We weighed the pros and cons of working from home, and the IDS process prevented us from talking in circles so we could reach a solution. Once everyone on your team understands the gameplan and knows their role in how you’re going to move forward, you will build momentum extremely fast. Email: nicole@breaktheicemedia.com Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia Additional Resources: Strategy Meeting Agenda Book: Traction by Gino Wickman SWOT Analysis Worksheet Pros and Cons of WFH

Curt Bedei is the Executive Director for the Ottawa Visitors Center in Ottawa, Illinois. He was hired in 2011 as the Graphics Design Manager to handle the botanical brand management. Since then, Curt has worked his way up, earning a certificate in Not For Profit management. In 2015, he had the opportunity to take on his current role. Curt sits on many boards and committees related to tourism, such as the Heritage Corridor CVB, LaSalle County Tourism Coalition, the Looking For Lincoln/ Abraham Lincoln National Heritage Area, and the Ottawa History and Scouting Heritage Museum. Curt has always lived in the Ottawa Area, and he loves history and traveling so this seemed like a natural fit. Destination on the Left is joined by Curt Bedei, the Executive Director for the Ottawa Visitors Center in Ottawa, IL. On our podcast, Curt shares his journey into travel and tourism and talks about the creativity and collaborative efforts OVC has made to help their destination thrive. Learn about Ottawa’s community-driven approach branding, and find out how they are responding to the difficult challenges brought forth by 2020. What You Will Learn in This Episode: Curt’s journey into travel and tourism in Ottawa, IL Curt’s advice to anyone who is graduating or just getting into travel and tourism during these difficult times How the OVC has been able to make Ottawa, IL stand out from the crowd How Curt and his team have used creativity and collaboration to help tourism thrive in Ottawa What Curt and his team did to develop the botanical brand for Ottawa, IL How Curt and his team engaged the city and community in their rebranding process How the OVC has responded to the new challenges posed by 2020 What Curt’s team is doing to drive traffic to the outdoor attractions when a lot of other stuff is closed New projects in the works at OVC for 2020 and 2021 Ottawa Visitors Center Curt Bedei is the Executive Director for the Ottawa Visitors Center in Ottawa, Illinois. During his conversation with host Nicole Mahoney, Curt explains how Ottawa lives out its botanical brand. He talks about the discovery process for identifying what truly makes Ottawa stand out from the pack. And as a community, they have focused on developing an experience to live out the brand promise. Curt joins Destination on the Left to talk about how the Ottawa community has responded to the difficult challenges of 2020. He also dives into the regional collaboration that brought a national television program to their destination, which is still paying dividends today. Stay the Path Like many of the guests on Destination on the Left, Curt sort of stumbled into tourism. However, he quickly discovered that it was his calling, and since 2015, he hasn’t looked back. Curt has had an inspirational career as the Executive Director. But before he ever started climbing the ranks, Curt had no idea where he would end up. He was a graduate of the Great Recession; a position similar to what many budding travel and tourism professionals are facing today. But because of that, Curt is no stranger to difficult times in this industry. He stresses the importance of staying your path and pushing forward no matter what because you can’t plan for the opportunities that this industry will bring. You just have to be ready to capitalize on them when they arise and let nothing else get in your way. Rebranding Ottawa Curt’s relentless determination is one of the main reasons the Ottawa Visitors Center has experienced such great success since he took the helm. When he joined the team at the Ottawa Visitors Center, they were looking to rebrand in order to stand out from the crowd and lift the community up. Curt and his team used creativity and collaboration to make that happen. They came up with the botanical brand in 2012, which focused heavily on developing gardens, art, and culture in the community. They revitalized the downtown area and did everything in their power to create a greater sense of pride in the community. This was all accomplished in collaboration with the city and the community itself—and the high level of support that was generated through this focus on engagement produced astonishing results. Website: www.pickusottawail.com LinkedIn: https://www.linkedin.com/in/curt-bedei-nfpc-a5973915/ https://www.linkedin.com/company/ottawa-visitors-center-inc/about/ Facebook: https://www.facebook.com/OttawaVisitorsCenter/ LinkedIn: https://twitter.com/pickusottawail LIVE EVENT: The Ottawa Visitors Center is hosting a virtual experience with Abraham Lincoln on August 12th at 7 pm. The live, online performance will combine period music with conversation and narrative by President Lincoln, using Lincoln’s own words, while illuminating Lincoln’s use of communication as a personal and political tool. This engaging show features Lincoln impersonator George Buss, and Illinois folk musician and folklorist Chris Vallillo. The performance will be followed by a Q & A with Buss and Vallillo. More information can be found on their website.

For Destination on the Left’s solocast episode, I want to talk to you about virtual events. Our team has been working with several clients to assist them with virtual event planning, and so much valuable information has come out of our experiences. On our podcast, we talk about why you should consider virtual events, what a virtual event is, and how to host your own virtual event. We also walk through a virtual event case study that exemplifies the process of turning a live event into a virtual event. What You Will Learn in This Episode: Why you should consider virtual events for your business What virtual events are and how they are structured The different types of virtual events How to host a virtual event, and the technology behind it How to determine what type of virtual event is best aligned with your organization’s goals The benefits and drawbacks of using the video feature in virtual events The best digital platforms you can use to conduct your virtual events Live content vs. prerecorded How to incorporate interactive elements into your virtual event Are Virtual Events Right for Your Business? For Destination on the Left’s solocast episode, I want to talk to you about virtual events, Our team has been working with several clients to assist them with virtual event planning, and so much valuable information has come out of our experiences. On our podcast, we talk about why you should consider virtual events in the first place. Then, we look at what a virtual event actually is, and how to host your own virtual event from a technological perspective. We also walk through a virtual event case study that exemplifies the process of turning a live event into a virtual event. This is a huge opportunity for all types of businesses, and it will provide you with tons of useful skills and content as business resumes. Virtual is Here to Stay There is a lot of skepticism around virtual events. Businesses aren’t quite convinced of their longevity, engagement, and trackability. But the reality is that virtual events are here to stay. As hybrid events become the norm, there will be tons of new audiences to reach in new ways. Virtual events provide a one-on-one, intimate meeting style where buyers and sellers can plan for the future. In group settings, more people can participate in virtual events due to lower costs and lack of travel requirements. On top of that, all of the digital assets created for virtual events can be leveraged over and over again as time moves on. You can build on what you have, and repurpose content to build a robust resources library that will continue to generate business down the road. Working with Strategic Partners From virtual summits and conferences to consumer activations and award ceremonies, there are a bunch of different types of virtual events that your business can host. Depending on your organization’s goals, resources, and timeline, some virtual events are much more effective than others. Marketing agencies are in the best position to help you select the best option and put it together because they utilize content development and digital marketing strategies on a daily basis. Even if you don’t have most of the skills needed to develop a virtual event in-house. It is easy to collaborate with a strategic partner and create something memorable. Virtual events are a great way to build momentum as lockdowns are lifted, so I highly recommend incorporating one into your 2020 marketing strategy. Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia

In this episode of The Destination Marketing Podcast, Nicole Mahoney, host of Destination on the Left Podcast and CEO at Break The Ice Media, joins us to discuss some of the ways that she and her team have approached the current tourism economy situation. Topics include strategic innovation during this time of uncertainty, as well as how collaboration is key to a successful recovery campaign.  "We are leaning in as a team at my agency into a forward-thinking mindset. It's the difference between being a short term finite thinker, versus a long term forward infinite thinker. I think that that mindset is the key." -Nicole Mahoney on the importance of keeping a forward-thinking mindset during this time of uncertainty in the travel and tourism industry. 

With a talent for creating special events that blossomed while working for her dad’s car stereo shop, Nicole Mahoney got her start in marketing at Frontier Field in Rochester and she began serving as the executive director of the internationally known Lilac Festival. Later on, Nicole headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, Nicole founded Break the Ice Media, with more than 20 years of experience in tourism marketing. She now hosts “Destination on the Left”, a highly successful tourism marketing podcast. As a business owner, Nicole knows what it takes to be successful. She founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. Nicole has the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success. What you will learn from this episode: Why the onset of the global pandemic pushed Nicole and her team to “double down” on their thought leadership and content creation How Nicole’s investment in her thought leadership has paid off in an overwhelmingly positive response from her audience How Nicole’s clients within the travel and tourism business have been significantly impacted by the pandemic, and how she is working to help them through the challenge Why focusing on being a great partner, establishing goodwill, and planting seeds now can help you survive and thrive through the crisis How Nicole and her team navigated the early days of the pandemic, and why transparency in decision-making has been vital as they navigate the challenge How Nicole and her team decided to hold a three-day virtual summit for her community well in advance of the pandemic, and how they have found tremendous success How the virtual summit, already planned to be held in April, was ideal under the conditions of social distancing How Nicole and her team are now helping their clients convert their own events into virtual shows, and how that service is becoming a new offering for Break The Ice Media How the virtual summit gave birth to the idea of offering an online course with modules for clients, and how the team coordinated to create the course Why being completely transparent and showing how they have done their work has been key in better serving their clients Resources: Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com Website: https://breaktheicemedia.com/ LinkedIn: www.linkedin.com/in/nicolemahoney/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia Additional Resources: Sell With Authority by Drew McLellan and Stephen Woessner: https://amzn.to/39y7x13 Predictive ROI Free Resource Library: https://predictiveroi.com/resources/ Stephen Woessner’s LinkedIn: www.linkedin.com/in/stephenwoessner/

When you realize that this episode is about holding a virtual event, you might jump to the conclusion that this is a C19 focused episode. Nothing could be further from the truth. Virtual events have been successful for years and are always worth considering, pandemic or not! Agency owner Nicole Mahoney has always been an innovative marketer on behalf of her agency. Her podcast and other industry-specific content has positioned her agency as one of the country’s authorities on destination marketing. In the fall of 2019, she knew it was time for them to host a broader event to connect with even more industry leaders and prospects. She briefly considering hosting a live conference but the costs were just prohibitive. That’s when she decided to explore hosting a virtual summit. In November, that’s just what her agency did and the results were impressive. With the right structure, the right tech stack, the right speakers, and the right audience, virtual summits are an opportunity for agency owners to establish themselves as the experts in their respective industries. Learn how Nicole used this channel to build her audience and lay the framework for significant growth. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.   What You Will Learn in This Episode: Why Nicole decided to organize a virtual summit The benefits and drawbacks of virtual vs. live events How Nicole structured her virtual summit and who she invited to participate The technical and production side of Nicole’s virtual summit How Nicole’s team tracked engagement for their virtual presentations Where Nicole plans to take her virtual summits in the future How Nicole is collaborating with other marketers in the travel and tourism industry The results of Nicole’s summit and what’s in store for the next one Subscribe to Build A Better Agency! Ways to Contact Nicole Mahoney Email: nicole@breaktheicemedia.com Podcast: https://breaktheicemedia.com/podcast/ Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia Tools & Resources: AMI’s covid-19 survival resources page

In this solocast episode of Destination on the Left, BTI’s Nicole Mahoney shares her thoughts surrounding the impact of the Coronavirus on travel and tourism since the pandemic took hold. She discusses the components of great leadership and mental strength and explains the importance of each in times of crisis. What You Will Learn in This Episode: BTI’s thoughts surrounding the impact of the Coronavirus pandemic after two weeks of lockdown The importance of great leadership in times of crisis Why leadership is defined by behavior, not title alone Steve Farber’s LEAP framework and how to apply it to become a stronger leader How to manage fear in times of crisis Scarcity mindset vs. abundance mindset and how each plays a role in this crisis The big idea from Charlie Mackesy’s book, “The Boy, the Mole, the Fox and the Horse” Emerging Leaders in the Coronavirus Pandemic These past couple of weeks have tested every aspect of our businesses. The Coronavirus Pandemic is yet to hit rock bottom, and it has forced us to push the threshold of creativity, collaboration, and problem-solving in the travel and tourism industry. There are silver linings in this mess if you’re willing to look for them, and one of them comes in the form of team members who are stepping up to the plate. In times of chaos, great leaders will emerge in many different capacities. They are not just leaders by title, they are leaders by behavior, and they are keeping the gears turning as everything around us comes to a halt. The Leap Framework If you didn’t get a chance to listen, Episode 166 with author and extreme leadership coach, Steve Farber, we talked about what it means to be a leader. In times like these, great leaders are critical to the survival of every organization. Steve’s LEAP framework breaks down the components of great leadership so we can apply them and become stronger leaders no matter who we are. Love – Cultivate love; find love in yourself and love in others to lift everyone up. Energy – Create energy around a vision, a direction, or a response to a crisis. Audacity – Inspire our teams to follow us into unchartered territory in search of solutions. Proof – Leaders walk the walk, prove your commitment through action and not just words. Abundance Mindset Even with the right framework, coaching, and mentorship, leaders succumb to human fallacies and emotions take hold. If we are operating from a place of fear, we cannot operate effectively as leaders because it hinders our ability to make decisions for our organizations. In these difficult times, we must step out of the scarcity mindset and assume an abundance mindset. We need to be forward-thinking, open to opportunity, and to serve as a beacon for our communities. It will take all of us working together to make it through the pandemic and start recovering—but the will to do so must start with a positive mindset. Resources: Book Recommendation: The Boy, the Mole, the Fox and the Horse Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia

With a talent for creating special events that blossomed while working for my dad’s car stereo shop, I got my start in marketing at Frontier Field in Rochester and I began serving as the executive director of the internationally known Lilac Festival. Later on, I headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left”, a highly successful tourism marketing podcast. As a business owner, I know what it takes to be successful. I founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. I have the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success. In this solocast episode of Destination on the Left, I lay out some of the frameworks and strategies that have helped BTI maintain its composure as we respond to the initial fallout of the Coronavirus Pandemic. What You Will Learn in This Episode: BTI’s initial thoughts on the Coronavirus Pandemic How the Coronavirus Pandemic is impacting the travel and tourism industry Steps that DMOs and other small businesses can take in response to the pandemic Four Strategies to help us maintain our composure during a time of crisis The 3 C’s of Collaboration Framework and how to apply it Why collaboration is critical for DMOs, especially in a time of crisis Some of the key ideas from my new blog post Collaboration in a Time of Crisis Right now, the Coronavirus Pandemic has the global economy in total lockdown. It is unclear how long it will last, and the unprecedented nature of this virus and the uncertainty surrounding it is raising concern for the future of our industries. But so many of us have been in this position before. When 9/11 took place, and the great recession of 2008 shook the United States economy, the travel and tourism industry bounced back stronger than ever. It is not about prevention anymore; this global pandemic is already taking place. It is about how we react to it, so I put together some of the frameworks and strategies that have helped BTI maintain its composure as this series of disruptive events unfolds. Four Strategies for Responding to the Coronavirus Chaos Last week, I traveled from Rochester, NY to Savannah, GA in an effort to keep the BTI cog turning and do my part to drive business. However, it didn’t take long to realize that the economic impact of the pandemic stretched well beyond the scope of one country, let alone one industry. It inspired my most recent blog post, where I outline four strategies for responding to the initial shockwave of pandemonium: One, Stay calm. Two, get educated about the situation and stay up to date on the latest developments through reliable sources and your industry associations. Three, prepare to pivot by doing scenario planning. And four, communicate. We cannot stop the spread of COVID-19, but we can survive the fallout if we proactively manage our mindset and collaborate with others in our industry. A Holistic Approach to Collaboration Since the beginning of the Destination on the Left, we have talked a lot about collaboration and co-opetition in particular. I believe that, in the complex world of the present-day tourism industry, committing to a holistic approach to collaboration will bring strong market growth and abundance for everyone. The 3 C’s of Collaboration Framework is a system that helps us band together in a time of crisis. First, communication is essential to maintain clarity with your partners and prospects, and it is an opportunity to be a calming voice amidst the uncertainty and chaos. Next, commonality is about identifying common goals and operating with the greater good at heart. And finally, commitment means sticking with your collaborative efforts no matter how tough the going gets because when we bounce back, we bounce back together. Visit the new blog to learn more. Resources: Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia

With a talent for creating special events that blossomed while working for my dad’s car stereo shop, I got my start in marketing at Frontier Field in Rochester and I began serving as the executive director of the internationally known Lilac Festival. Later on, I headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left”, a highly successful tourism marketing podcast. As a business owner, I know what it takes to be successful. I founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. I have the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success. In this solocast episode of Destination on the Left, we look at the highlights from the final day of our Destination on the Left Virtual Summit. What You Will Learn in This Episode: The highlights from day three of the Destination on the Left Virtual Summit Jennifer Barbee’s presentation on Building Relevancy With an ROI Plan Tiffany Gallagher’s presentation on The Evolution of Destination Marketing Funding Sarah Blackwell and Colleen Onuffer’s presentation on Evaluating Public Relations Josh Collins’ presentation on Vibrant Destinations David Holder’s presentation on Measurement Tools and Responsible Metrics Destination on the Left Virtual Summit: Day 3 The first two days of the Destination on the Left Virtual Summit were nothing short of spectacular! It was an honor listening to our ten marketing experts share their thoughts on industry trends and challenges that destination marketers are facing. If you missed either Day and want to revisit the presentations, make sure to check out our recaps of Day 1 and Day 2 on the Destination on the Left website and all major streaming platforms. In the latest solocast episode of Destination on the Left, we will be rounding out the last day of the virtual summit with a recap and final thoughts about the event. Today’s episode will include highlights from presentations by Jennifer Barbee, Tiffany Gallagher, Sarah Blackwell & Colleen Onuffer, Josh Collins, and David Holder. Learn what they had to say about: Building Relevancy With an ROI Plan: Jenifer Barbee of Destination Innovate discusses new ways for destinations to think about marketing. She explains why DMOs should design campaigns with key performance indicators (KPIs) to mine data that tells a story. The Evolution of Destination Marketing Funding: Tiffany Gallagher of Civitas Advisors discusses the development of Tourism Improvement Districts and explains how they are impacting destinations across the country. Evaluating Public Relations: Sarah Blackwell and Colleen Onuffer of Break the Ice Media explain the Barcelona Principles 100-point scoring system for the evaluation of PR campaigns. Vibrant Destinations: Josh Collins of Streetsense gave a presentation about the evolution of the experience economy. He explained how destinations can attract more visitors by building trust, leveraging data, curating their culture, and embracing marketing challenges. Measurement Tools and Responsible Metrics: David Holder of JLL discusses tools and metrics with a metaphor using three buckets. His concepts are broken up by overall destination metrics, travel activity indicators, and annual market results. If you weren’t able to take part in the amazing Destination on the Left Virtual Summit, don’t fret! You can still watch all of the presentations on our website. Just purchase an all-access pass by visiting www.destinationontheleft.com/summit and enjoy! Otherwise, keep an eye out for an upcoming announcement for our next summit in Spring 2020. We hope you can join us. Resources: Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia

With a talent for creating special events that blossomed while working for my dad’s car stereo shop, I got my start in marketing at Frontier Field in Rochester and I began serving as the executive director of the internationally known Lilac Festival. Later on, I headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left”, a highly successful tourism marketing podcast. As a business owner, I know what it takes to be successful. I founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. I have the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success. In this solocast episode of Destination on the Left, we look at the highlights from day two of our Destination on the Left Virtual Summit. What You Will Learn in This Episode: The highlights from day two of the Destination on the Left Virtual Summit How you can use live video and video to increase exposure and attendance at events and destinations How to improve your communication strategy through demographic research How to employ traditional branding tactics as a DMO Why DMOs can benefit from the dramatic change in Chinese travel trends How you can leverage influencer marketing to generate awareness and drive visitation at their destinations Destination on the Left Virtual Summit: Day 2 On day one of the virtual summit, we were graced with some amazing speakers. If you missed our recap of their presentations and want to revisit them, make sure to check out “Destination on the Left Virtual Summit Recap: Day 1, with Nicole Mahoney.” This episode will follow suit with a recap of day two and all of the fabulous presentations that came with it. We dive into the talking points presented by marketing gurus Reagan Burns, Susan Baier, Matt Stiker, Humphrey Ho, and Stacy Jones. We cover a wide variety of topics based on current industry trends and marketing best practices, including: Using Live Videos at Events and Tourism Destinations: Reagan Burns of Lime Creative provided valuable insights into creating live video, and explained how video can increase exposure and attendance at events and destinations. Going Beyond Demographics and Finding the Visitors’ ‘Why?’: Susan Baier of Audience Audit shares a new perspective on targeting. She explore how destinations can move beyond the typical demographic categorization of audiences and market in a way that answers the visitor’s question of “why”. What Destination Marketers Can Learn From Non-Destination Marketers: Matt Stiker of Garrand Moehlenkamp looks at destination marketing through a wide-angle lens and discusses the fundamental components of powerful branding. Changing Chinese Traveler and Travel Trends: Humphrey Ho of Hylink Digital discusses the shift from group travel to FIT (free, independent travelers) and how smaller destinations can take advantage of prospective Chinese visitors doing their own research online. Using Pop Culture to Market Your Brand: Stacy Jones of Hollywood Branded talks about how destination marketers can use celebrities and influencers to generate awareness and drive visitation at their destinations. If you weren’t able to take part in the amazing Destination on the Left Virtual Summit, don’t fret! You can still watch all of the presentations on our website. Just purchase an all-access pass by visiting www.destinationontheleft.com/summit and enjoy! Otherwise, keep an eye out for an upcoming announcement for our next summit in Spring 2020. We hope you can join us. Resources: Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia Episode Transcript

With a talent for creating special events that blossomed while working for my dad’s car stereo shop, I got my start in marketing at Frontier Field in Rochester and I began serving as the executive director of the internationally known Lilac Festival. Later on, I headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left”, a highly successful tourism marketing podcast. As a business owner, I know what it takes to be successful. I founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. I have the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success. In this solocast episode of Destination on the Left, we look at the highlights from day one of our Destination on the Left Virtual Summit. What You Will Learn in This Episode: The highlights from day one of the Destination on the Left Virtual Summit The latest study from JLL and the World Tourism Council Generational perceptions of the impact travel has on the environment Why destination marketing should be a shared community value How to use integrated campaigns How to use Facebook advertising for campaigns Destination on the Left Virtual Summit: Day 1 By now, you’ve probably heard all about the exciting virtual summit we held to close out 2019. Many familiar faces turned out to hear some of the show’s previous guests discuss insights, strategies, and tactics—really everything destination marketing. We received overwhelmingly positive feedback and I could not be more thrilled about the amount of value each one of you brought to the event. But if you were not able to attend, don’t worry! Over the course of the next three solocasts, I will be covering each day of the event, with a detailed analysis of the key talking points. Destination 2030: Readiness for Tourism Growth: Dan Fenton joined us to discuss a study that JLL and the World Tourism Council published. It produced a framework and 5 typologies that can be used to determine a community’s readiness for tourism growth. The Future of Travel as a Brand: Emerging Sentiments Posing Challenges: Erin Francis-Cummings’ presentation urges us to look five years into the future of our destination in regards to the green energy movement that is sweeping the globe. She focuses on examining the contrast of generations’ perceptions around the impact of travel on the environment. Becoming a Shared Community Value: Bill Geist of DMO Pros talks about elevating the importance of tourism in our communities. He explains why it should be a shared value like any other municipal services. Tracking Results From Integrated Campaigns: Julie Gilbert of Destination Niagra uses their 2019 campaigns as an example for how you can measure impressions, clicks, and even hotel bookings as a result of integrated campaigns. She also talks about leveraging this strategy with local events to create a powerful synergy. Understanding Facebook Advertising for Destination Marketing: Camille Zess and Jess Reilly of Break the Ice Media took audience members behind the scenes to see how they run successful campaigns for their clients. If you weren’t able to take part in the amazing Destination on the Left Virtual Summit, don’t fret! You can still watch all of the presentations on our website. Just purchase an all-access pass by visiting www.destinationontheleft.com/summit and enjoy! Otherwise, keep an eye out for an upcoming announcement for our next summit in Spring 2020. We hope you can join us. Resources: Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia

With a talent for creating special events that blossomed while working for my dad’s car stereo shop, I got my start in marketing at Frontier Field in Rochester and I began serving as the executive director of the internationally known Lilac Festival. Later on, I headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left”, a highly successful tourism marketing podcast. As a business owner, I know what it takes to be successful. I founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. I have the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success. In this solocast episode of Destination on the Left, I wanted to take the opportunity to share my gratitude with you. I discuss the insights I’ve gathered over the course of ten years in business and give you a look into a new project we are working on for Destination on the Left. What You Will Learn in This Episode: How to help us hit our goal of 100 reviews What I am grateful for right now The celebrations and events surrounding my company’s ten-year anniversary My experience receiving the Small Business Person of the Year Award from the Small Business Council in Rochester, NY. The insights I’ve gathered over the course of ten years in business A sneak peek at a new project we’re working on for Destination on the Left What it means to employ cathedral thinking Ten Years Worth of Gratitude As Thanksgiving and the rest of the holiday season approaches, I thought it would be appropriate to make ‘gratitude’ the theme of this week’s solocast. It is especially timely for me since my company, Break the Ice Media, celebrated its ten-year anniversary last month and I was honored with receiving the Small Business Person of the Year Award from the Small Business Council in Rochester, NY! With this episode, I want to share my gratitude with you. Celebrate Every Milestone I am grateful for you, our listeners, as we round off the podcast’s third year with overwhelming support. For our anniversary, we wanted to put together something that celebrates our team, clients, and everyone else who has been an important part of our journey. But with most of those people spread out across the continent, we had to plan something different for each group. I hope this will give you some new ideas and inspire you to do something special for your next big celebration! Our process started by selecting an anniversary planning committee. It should come as no surprise that most of the ideas for our team celebration revolved around food and wine. But we wanted to get everyone involved. Our internal survey revealed that all of our team members wanted to do something unique and special. After some research, we booked the chef’s table at Good Luck in the Village Gate Square neighborhood of Rochester! With that settled, we moved on to brainstorming a client celebration. A Toast to Our Clients It didn’t take long for the light bulb to go off and we decided to hold a virtual toast for our scattered clients on October 14th (our birthday). To incentivize them a little bit, we shipped out fifty-six bottles of sparkling wine with custom labels to make the virtual event more sentimental and immersive. I am grateful for everyone that was involved and our team members who made it possible. The Small Business Person of the Year Award was another momentous occasion. But when I was nominated for this award, I was hesitant to actually submit my application. The nomination came at a very busy time and our team was overextended. My leadership team pushed me to commit and I wouldn’t have done it without them. I made the top five of fifty finalists and it was a great honor to be recognized alongside nine other Rochester community business leaders. Cathedral Thinking As I prepared for the launch event, I drew inspiration from this podcast and reflected on all of the moments that molded me into a leader. The experience is best described by the concept of cathedral thinking, a mindset derived from manual laborers who began construction projects knowing they would not be completed in their lifetime. We are all cathedral thinkers, building our businesses for future generations, making impacts with our time to build better communities, supporting our families, and laying the foundation for our children and grandchildren for the next generation. I challenge all of us to keep having those big visions that will have far-reaching impact and to work towards that vision today, even if we do so. Resources: Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia Episode Transcript We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Where is real world data providing evidence that impacts therapeutic product development? “We're learning that, right now, the near-term uses are probably around label expansion and around providing information on new populations that's valuable but wasn't captured in randomized clinical trials or could not be captured in those trials,” explains Nicole Mahoney, Senior Director, Regulatory Policy, for Flatiron Health. “The real thing that you have to ask is: What decisions are you driving at? What is the regulatory question that you're trying to support with real world data?”

With a talent for creating special events that blossomed while working for her dad’s car stereo shop, Nicole Mahoney got her start in marketing at Frontier Field in Rochester. She also began serving as the executive director of the internationally known Lilac Festival. Later on, she headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester. In 2009, Nicole founded Break the Ice Media, with more than 20 years of experience in tourism marketing. She now hosts “Destination on the Left”, a highly successful tourism marketing podcast. As a business owner, Nicole knows what it takes to be successful. She founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. She has the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success. On this episode of Destination on the Left, Nicole shares a personal family story that has inspired her to never give up even when the going gets tough. She explains why using this advice is important to all professionals and how applying it can make you a better tourism marketing specialist. What You Will Learn in This Episode: Why you should always go for it – just like Nicole’s daughter Changing the “soundtrack” in your head to conquer self-doubt How to avoid “imposter syndrome” in your quest to pursue your dreams How to own your experiences as a unique individual The power of stories and their impact on our successes Believing in Yourself What inspires you to keep moving forward, no matter the obstacle? For Nicole, it’s the story of her daughter Maeve’s perseverance and strength in the face of self-doubt. With the goal of being selected as the commencement speaker at her high school graduation, Maeve saw the competition and was filled with self-doubt. Stricken with “imposter syndrome”, Maeve believed she was not good enough and that there would always be somebody better for the job. Nicole quickly reminded her: “The only way to know for sure you won’t get picked is to not even try.” Realizing she should aim for what she wanted, no matter the odds, Maeve took the leap and went for it. The result? She was selected as one of the two speakers at her commencement. From her success, tourism marketing professionals should always be reminded to aim high, go for it and never give up. You never know if you don’t try. The Power of Stories Maeve was inspired after being moved by the commencement speaker at her sister’s graduation. Nicole continues to be inspired by what Maeve shared in her speech: a personal story about great adversity. Maeve suffers from chronic lung disease, a condition that put her in the emergency room for eight weeks in 2002. Despite a seemingly impossible uphill climb, Nicole, her husband and Maeve persisted, and Maeve was off of oxygen and medication without a transplant when she was five years old. Although she doesn’t remember much of it, Maeve was able to teach everyone the power of her own story and remind her parents of the power of theirs. Stories like Maeve’s remind us of how different we are and how stories reach us differently. The one constant is this: we all have the power to see the good in stories, change the soundtrack in our heads and go for it. Nicole hopes that this episode and Maeve’s story will resonate with tourism marketing professionals just as much as they did for her. Resources: Email: nicole@breaktheicemedia.com Twitter: @Break_TheIce Facebook: @BreakTheIceMedia We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Is it okay to have fun with computers? Joseph Weisbecker, an electrical engineer from the twentieth century, gives an unequivocal yes! During his long career, Weisbecker made it his mission to promote the use of computers for human purposes beyond business and military applications. For him, there was no shame in video games, and he wanted the world to agree. On this episode of Stories from the Stacks, Elizabeth Badger, PhD candidate at the University of Minnesota – Twin Cities, discusses the early history of video game culture, focusing on the effects of the commodification of games. Badger suggests that gaming culture initially focused on collective effort and community ethos, and that a turning point in the 1980s lead to the re-conception of video games as consumer commodities controlled by corporate interests. Badger situates her project in the context of her own experience with gaming and video game culture, noting the widespread prejudice against video games, and the sexism within gaming culture. Using Hagley Library collections, including the David Sarnoff Research Center records and related materials from the RCA collection, Badger discovered the lengths to which corporations went to turn video games into profitable commodities. Records of suits filed by Atari against rival video game makers provided the smoking gun. The maker of Pong™ patented a basic piece of programming that opened virtually all subsequent video game makers to potential liability. To support her use of Hagley Library collections, Badger received research grants from the Center for the History of Business, Technology, & Society. More information on funding opportunities for research at Hagley can be found at www.hagley.org/research/grants-fellowships. For more Stories from the Stacks, go to www.hagley.org, or subscribe on your favorite podcatcher. Interviews by Benjamin Spohn & Nicole Mahoney. Produced by Gregory Hargreaves. The episode draws on two interviews conducted on separate dates, which have been combined and edited for length and clarity. Image: RCA COSMAC VIP Game Manual, LMSS_246409_873_12, Series B. (Publications, 1955-1981), Subseries B. (Publications includes books, serial periodicals, newsletters, & RCA manuals), Box 873, Folder 12, David Sarnoff Research Center records (Acc. 2464.09), Manuscripts 7 Archives Department, Hagley Museum & Library, Wilmington, DE 19807.

Putting a marketing plan together may seem like a daunting task, competing with your daily must-do list and everything else vying for your attention. But without a plan, you are just wandering in the desert and hoping for outcomes you haven’t clearly defined. Planning is a necessity in order to grow and sustain your business. This episode of Destination on the Left is a solocast all about developing a solid marketing plan: setting goals and the tactics it will take to achieve those goals. We’ll talk about situational analysis, SMART goals, and drilling down on exactly who your target market is. We’ll talk about the messaging you need for different stages in the customer journey. We’re going to give you everything you need to get a great plan for 2019 together and get it done! What You Will Learn: How to set SMART goals for the coming year How to do a situational analysis Steps to develop one or more buyer personas Developing and following through on a tactical marketing plan Keeping your plan flexible, but tethered to doable goals and outcomes Insights to Support Your Plan Plans are fluid documents.- you don’t have to have all the answers today. They provide a roadmap to where you want to go, but it’s okay to tweak them and change them. Having a plan to start with will make it easier to make adjustments along the way. You will start your plan by answering this question: What are the top three to five goals that you want to accomplish in 2019? Back in Episode 96, we touched on some really important ideas that affect how you plan your marketing. I spoke with guest Susan Baier from Audience Audit. She talked about getting beyond the who and the where to really understanding the why. Why are clients looking for a travel option, and why is your destination the best option for them? Understanding the why provides you with the insight needed to tailor communications to speak to them. This is the kind of information you need to gather for an effective marketing plan. Getting Tactical None of this matters if plans remain on a page somewhere on your laptop or in a binder lost in a pile in your office. So in this episode, we also dig into the tactical elements that will bring your marketing plan to life. Remember, this is a breathing and living document. It’s not written in stone and it can easily be changed and adapted as you move through the year. Just having the plan is a huge step in helping you to achieve your goals in 2019. Resources: US Travel Association Destination Analysts State of the American Traveler Family Travel Association Destination on the Left Episode 96 Brand Now by Nick Westergaard

Nicole Mahoney is the host for the Destination on the Left podcast. She is also the CEO of Break The Ice Media, the travel and tourism marketing agency she founded in 2009. Break The Ice Media specializes in working for clients in the travel and tourism industries, through the strategic use of public relations, social media, digital advertising, tourism marketing campaigns, influencer marketing, and video marketing. Nicole got her start in the business world while attending college when she worked for her father at her family’s car stereo shop. After college, Nicole began working in sports marketing at Frontier Field in Rochester, New York, as the Executive Director of the Lilac Festival. She went on to run promotions for the Canandaigua, New York Business Improvement District and worked on projects for the tourism promotion agency Visit Rochester. With over 20 years of experience in the tourism marketing field, Nicole has truly dedicated herself to the travel and tourism industries throughout her career journey. On this special 100th episode of Destination on the Left, Nicole discusses why she created the show, building upon the spark of an idea she had all the way back in 2013 while she served as the co-host of an internet radio show. She reflects on Destination on the Left’s past episodes, diverse topics, even more diverse guests, and how the show has evolved over time.  She also looks to the future, with exciting plans for the next 100 episodes! What You Will Learn: Learn the history of the Destination on the Left podcast, and why Nicole believes it is important to give leaders in the travel and tourism industry a platform to showcase their ideas and successes. Listen as Nicole reflects upon the journey she and Destination on the Left have taken from the show’s beginning, through one hundred episodes of informative conversation with guests from all over the world. Learn what it took to bring Destination on the Left to life, from finding the right podcasting partner firm to designing a logo and website, to eventually being hosted on 33 different platforms such as iTunes and Google Play and even Amazon Alexa. Nicole shares key milestones from the last two years and one hundred episodes, highlighting the wonderfully diverse and informative topics she has discussed with her guests. Nicole expresses her deep appreciation for the support of her listeners and shares the wonderful feedback and reviews she has received. What is Destination on the Left? Nicole Mahoney wanted to create a platform to give professionals in the travel and tourism industry a chance to talk about their most creative ideas and share their stories of success. Tourism isn’t recognized as an “official” industry by the federal government, and too often the business leaders and professionals in the field aren’t treated as the industry leaders they are. That’s why Nicole created Destination on the Left. Through showcasing successful business executives and bright ideas from the world of tourism, Nicole hopes to shine a light on how critical and impactful the travel and tourism industries can be, empowering and strengthening communities all over the world. 100 Episodes Later… Join Nicole as she reflects on one hundred episodes full of amazing guests from all over the country and the world. That’s not to mention the incredibly diverse topics they’ve discussed; topics including regional marketing, influencer marketing, travel PR, digital marketing, grassroots efforts, food tourism, and many others. And the future of Destination on the Left is equally as bright. This year saw the first podcast roadshow, as well as a five-part series on museums. And there’s so much more planned for the future. Listen and join in on the celebration!

Nicole Mahoney (doctoral candidate at University of Maryland: College Park) discusses early elite Americans and their interest and obsession with French high culture.

In this episode, you will learn about five of the biggest travel trends to pay attention to in 2018. Nicole Mahoney started Break the Ice Media in 2009 in response to the evolving needs of small to medium-sized businesses, in particular, the rise of social media. Break the Ice Media is a boutique marketing and communications firm with a focus on travel, tourism, food, wine, and hospitality. As CEO, Nicole is responsible for working with clients to understand their marketing needs, develop strategic marketing plans and execute those plans. She is also responsible for building a team that can deliver. Break the Ice Media specializes in collaborations that leverage resources of multiple partners for the creation of successful marketing programs within the travel and hospitality industry. Break the Ice Media views these programs as “coop-etition” where partners cooperate with their competition to create a program that is larger than one they can execute alone. Building these programs requires a leader who is level-headed, an effective listener, with an ability to move a group towards consensus in order to move forward. Nicole received a Bachelor of Science in Business Administration from Rochester Institute of Technology and a Master of Arts in Communications from The College at Brockport, SUNY. Nicole loves the Finger Lakes region of New York State where she was born and raised. She is raising 4 daughters with her husband, John.

In this episode, you will learn about what your destination can do to attract international travelers. Nicole Mahoney started Break The Ice Media in 2009 in response to the evolving needs of small to medium-sized businesses, in particular, the rise of social media. Break The Ice Media is a boutique marketing and communications firm with a focus on travel, tourism, food, wine, and hospitality. As CEO, Nicole is responsible for working with clients to understand their marketing needs, develop strategic marketing plans and execute those plans. She is also responsible for building a team that can deliver. Break The Ice Media specializes in collaborations that leverage resources of multiple partners for the creation of successful marketing programs within the travel and hospitality industry. Break The Ice Media views these programs as “coop-etition” where partners cooperate with their competition to create a program that is larger than one they can execute alone. Building these programs requires a leader who is level-headed, an effective listener, with an ability to move a group towards consensus in order to move forward. Nicole received a Bachelor of Science in Business Administration from Rochester Institute of Technology and a Master of Arts in Communications from The College at Brockport, SUNY. Nicole loves the Finger Lakes region of New York State where she was born and raised. She is raising 4 daughters with her husband, John. A transcript of this episode is available here: destinationontheleft.com/nicole-mahoney-solocast-episode-3

You have heard our guests talk about co-opetition- that really cool thing that happens when competitors come together to collaborate on a project or program in order to create something bigger than they could have done on their own. This podcast recaps ten strategies for successful collaborative partnerships that we have learned from our guests. What you’ll learn about in this episode: Strategy #1: Communication — why clear communication requires talking on the phone or in person — not just through email (David Holder) Strategy #2: Bring the right resources to bear — why you must know when to bring in outside help when you don’t have the necessary expertise needed for a project (Ralph Thompson) Strategy #3: Set realistic expectations — why it’s so crucial to make sure that all project collaborators understand what realistic project success looks like — especially in the short term (Meg Vanek) Strategy #4: Form relationships that lead to partnerships — why networking is the way that successful collaborative partnerships get off the ground (Kelly Rapone) Strategy #5: Have a shared vision — why it’s so important that all collaborators envision the same outcome for a project (Jennifer Ackerson) Strategy #6: Find commonality — why successful partnerships have to come from a place where partners share something in common (Leah Mueller) Strategy #7: Set deadlines — why you need doers (not talkers) in your partnerships (Leah Mueller) Strategy #8: Ask for solutions — why you shouldn’t present solutions to your partners or stakeholders and should instead bring them into the discussion (Dan Fenton) Strategy #9: Have a can-do attitude — why you need to approach every project with the attitude that it will succeed (Kelly Blazosky) Strategy #10: Be Genuine — why you should underpromise and overdeliver in your partnerships (Kristy Kennedy)

Nicole Mahoney started Break The Ice Media in 2009 in response to the evolving needs of small- to medium-sized businesses, in particular, the rise of social media. Break The Ice Media is a boutique marketing and communications firm with a focus on travel, tourism, food, wine, and hospitality. As CEO, Nicole is responsible for working with clients to understand their marketing needs, develop strategic marketing plans and execute those plans. She is also responsible for building a team that can deliver. Break The Ice Media specializes in collaborations that leverage resources of multiple partners for the creation of successful marketing programs within the travel and hospitality industry. Break The Ice Media views these programs as “coop-etition” where partners cooperate with their competition to create a program that is larger than one they can execute alone. Building these programs requires a leader who is level-headed, an effective listener, with an ability to move a group towards consensus in order to move forward. Nicole received a Bachelor of Science in Business Administration from Rochester Institute of Technology and a Master of Arts in Communications from The College at Brockport, SUNY. Nicole loves the Finger Lakes region of New York State where she was born and raised. She is raising 4 daughters with her husband, John. What you’ll learn about in this episode: What Nicole learned at the Marketing Outlook Forum The emerging international travel trends Why Mexico will surpass Canada as the #1 source for arrivals by the end of 2016 Why China will surpass the UK as the #1 source for overseas arrivals by 2020 Why India will be the second largest market for consuming class households by 2025 How the US domestic leisure market will continue to grow in 2017 by the same rate as 2016 The research that shows that people are starting to see travel as a better use of money than material things Adventure vs. relaxation: what travelers want their vacations to feel like Why people are wanting more and more to be travelers, not tourists The rise of peer-to-peer lodging and what travelers that use these alternatives are like The World Food Travel Association’s study The 2016 Food Travel Monitor How food and beverage influences leisure travelers to seek out a destination Why a positive food or beverage experience will motivate travelers to return The rise of peer-to-peer dining and psycho-culinary profile research Project Time Off: the initiative to get Americans to use their vacation days The unlimited vacation policy at Break The Ice Media The economic impact of Americans using their vacation time Resources: Nicole's blog

Nicole is a true leader, risk-taker, and entrepreneur. She grew up in a family-owned business, which taught Nicole what it took to be a leader. She worked her way up to president of ROC Communications, an automotive electronics retailer with $5 million in annual sales. During her tenure, the company grew from a one-location, $1 million a year company with 10 employees to a multi-location, $5 million a year company with 60 employees. Fast forward to today — and after several successful ventures — Nicole is now the owner of Break the Ice Media. A boutique marketing and communications firm with a focus on food, wine, travel, and hospitality. Nicole and her team specialize in collaborations that leverage resources of multiple partners for the creation of successful marketing programs in the travel and hospitality industry. Nicole and her team think of these programs as coop-etition where partners cooperate with their competition to create a program that is larger than one they can execute alone. Secret – timesaving technique Nicole lists out the top five things she needs to get done each day -- even if the tasks are small -- you need to list them out to stay focused. ONWARD! Daily habit that contributes to success Remember to breathe -- Nicole uses deep breathing techniques to unclutter her mind. Could have ruined your business – but now – an invaluable learning experience Nicole had to step away from the business and hire an employee she couldn't afford when her daughter got sick -- and Nicole tells the whole story here. Most critical skill you think business owners need to master to be successful "You just have to keep putting one foot in front of the other." Most influential lesson learned from a mentor "Change the words you tell yourself."   Final Round – “Breaking Down the Recipe for Success” What systems would you go back and put into place sooner? I would have understood my finances. What one strategy or “recipe” would compound into big wins for business owners? Collaboration. How to exceed expectations and add the most value? An individual would be dedicated to themselves. What strategy would you recommend new business owners focus on to best ensure success? Be decisive Be strategic Trust your instincts How best to connect with Nicole: Website: breaktheicemedia.com Email: nicole@breaktheicemedia.com