DMOU: Destination Marketing Organization University

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

PCMA CEO Sherrif Karamat is one of the deepest thinkers in the business events space. And, not unlike those old EF Hutton commercials, when Sherrif talks, I listen. So, when he said that DMOs were falling behind his members in the adoption of AI at Destinations International’s Annual Conference this summer, that was more than enough to earn an invitation to DMOU. Join us for a fascinating discussion of how he believes AI can reduce the mundane and better connect us to our clients…and where Sherrif believes the future of DMOs lies.

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

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

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

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

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

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

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

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