DMOU: Destination Marketing Organization University

In our work around the country, we rarely see DMOs that target first year college students as potential semi-permanent 4-year visitors. In this episode of DMOU, Knox County OH CVB Executive Director Olivia Toth shares how her DMO has developed not one but two separate Visitors Guides designed specifically for the region’s two colleges. We’ll also discuss how the DMO is doubling down on trail development as a destination magnet and how they’ve supported regional trail promotion and development. Join us.

In this episode of DMOU, you’ll meet Travis Scott, CEO of Visit Big Bear, who, in his first three years there, has developed actionable solutions to several of his destination’s challenges. Undependable snowfall resulted in a move to a 4-season message and off-season asset development. An increase in visitor-related trash inspired a more aggressive focus for the DMO’s Foundation, Care for Big Bear. And, the Line Fire of 2024 inspired the development of a robust crisis preparedness plan and a break-through partnership with Airbnb.org. Join us.

When Kristen Pironis took the helm of Visit Annapolis and Anne Arundel County, she had her work cut out for her. The DMO was emerging from a crisis of confidence in a COVID world. How she set out to rebuild the organization is the fascinating tale she tells on this edition of DMOU…and the keys are disarmingly simple (yet often go unused). Plus, a Bonus Round question that would make Mona Lisa Vito proud. Join us.

Gary Sherwin is the CEO of Newport Beach & Company, a DMO that features an organizational model that I’ve always believed to be the most elegant and effective out there. Indeed, we featured it prominently in our position paper, “A New Vision for Community Development.” Well, the innovation hasn't stopped there as Gary has recently helped develop a private-sector Tourism Improvement District in which the hotels contract directly with Newport Beach & Company with no municipal intermediary. It’s probably not for everyone…but you owe yourself a listen. Plus, Gary discusses the past 20 years of Destination Branding since his book Destination Brand Science was released…and one of the most unusual Bonus Round Questions we’ve ever had. Join us.

Fresh off our time in Portland at the Annual Convention of Destinations International, we had the opportunity to welcome Visit Lake Charles CEO and new DI Board Chair Kyle Edmiston to the DMOU microphone. The result: a wide-ranging conversation in which we discussed the upcoming search for a new DI CEO, what Kyle is looking for in the DMO sector’s next leader and his goal of continuing to build a culture of excellence throughout the organization. We also discuss the similarities and differences between the Brand USA Board and that of DI. Join us.