DMOU: Destination Marketing Organization University

When one leads a Destination in one of the most remote regions of the country, one often must view their role through different eyes. And Visit Keweenah’s Brad Bennett certainly qualifies as one of the sector’s more innovative minds. From a civic-first mindset to his contrarian, deliberate choice to buck convention when it comes to destination marketing, Brad believes his philosophy has resulted in more authentic communication and increased capacity to lead destination development initiatives. Join us for this fascinating conversation with one of the bright new voices redefining Destination Leadership.

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.

Destination Canada is very likely the most innovative DMO on the planet when it comes to redefining the tourism industry’s impact (both social and economic). Now, they have developed the Canadian Tourism Data Collective, an insanely expansive hub of research and information that is available not just for their use but the use of over 280,000 tourism businesses throughout the country. Destination Canada’s SVP, CFO and Chief Data and Analytics Officer Meaghan Ferrigno shares how the Collective was developed, what it means to the industry and how two new industry tools have emerged from the data, Aurora AI and Tourism Twin. Join us for this sensational conversation.

Matt Pivarnik has held community leadership positions in Tulsa, Topeka and, now, in Myrtle Beach. All three DMOs have been connected in one way shape or form to their Chamber of Commerce, organizational structures that have increasingly fallen out of favor over the past 30 years. But Matt has made each one work through collaboration, shared vision and a clear understanding of how revenues can and should be invested. Join us for this fascinating conversation with one of the truly innovative minds in the Chamber-DMO-EDO space.

Establishing a Tourism Improvement District is rarely easy…but in Chicago, it took almost 15 years. But, when the City Council approved the first TID in Illinois earlier this year, the vote was unanimous. On this edition of DMOU, Choose Chicago’s Kristen Reynolds and the CEO of the Illinois Hotel and Lodging Association, Michael Jacobson, share how this final push was different and how regional collaboration among groups previously on the sidelines won the day.

I've always referred to my friend Chris Ihrig as "the Culture Guy" (probably because his company is called Fired Up! Culture). But after reading his latest book "Would You Work for You," I now realize that he's "the Leadership Guy." Join us for this fascinating conversation on how leadership is developed and how leadership begets culture...and how organizational culture results in success. And, a chance to score a free copy of Chris' book.

Over the past 18 years, Dan Rowe built Visit Panama City Beach into one of the most recognized DMOs in the Southeast, growing its influence well beyond its marketing mandate and establishing it as a genuine community builder. Forged by the challenges brought by hurricanes, oil spills, a spring break pivot that no one thought possible, Visit Panama City Beach was designed to withstand crisis…and this winter, it did again. In this exclusive conversation, Dan Rowe sits down with DMOU’s Bill Geist to share the story behind the alleged embezzlement by trusted staff members, Dan's decision to step away for the good of the destination and a recent position paper in which Dan reflects on his career and his 11 principles of Leadership. Join us.

When we launched DMOU as a tele-seminar series over 20 years ago, it was designed to showcase the coolest innovation out there in Destination Leadership. For Visit Macon, this past year has been beyond innovative. They bought an FM radio station. They bought a tour bus company. Is this the future for DMOs? You decide…with this sensational conversation with CEO Gary Wheat. Join us.

When Auvis Cole stepped into the role of Director of Discover Crystal River, he sensed a lack of organizational connectivity with his industry partners…and set out to improve those relationships. He and his team developed a program called “Partners in Tourism” that creates professional development, co-op marketing and networking opportunities for area businesses. That program has, in turn, resulted in a workforce development initiative with area schools and colleges…and the DMO is also pursuing a plan to engage Short Term Rentals that may be on independent online platforms. Oh, and in the Bonus Round? A great story of how he met one of the biggest names in music. Join us.

On this episode of DMOU, we welcome back our friend Amir Eylon from Longwoods International. Their monthly analyses of American traveler sentiment are always must-reads for anyone in Destination Marketing…but the most recent dove into Americans’ attitudes toward attending events such as America 250, the Centennial of the Mother Road and the World Cup. In this conversation, Amir shares what is powering this spike in interest (and how Destination Marketers can tap into this zeitgeist)…and his greatest travel pet peeves in the Bonus Round. Join Us.

Ryan Short works in an arena that many refer to as “place branding.” But, he believes that our communities deserve more…and has written a book called The Civic Brand: The Power and Responsibility of Place. On this episode of DMOU, we sit down with Ryan to explore his definition of a “civic brand" and how it can guide policy, development and engagement to build shared pride and prevent homogenization. Join us.

Going in, I thought we were going to talk about how Brad Jones is nailing the Tourism Ambassador Program in Bellevue WA (and before that, in Rochester MN). But our conversation went way further…into the development of an amazing transit program for workforce, residents and visitors and a movement into culinary that engages the creators as a critical part of the mix. Oh yeah…and that he’s a Parrot Head. Join us.

Santa Clara has the unique honor of hosting both the Super Bowl and FIFA World Cup matches in the same year. As we ramp up to Super Bowl 60, we speak with Discover Santa Clara CEO Christine Lawson on how her organization has prepared for this weekend’s turn on the global stage, how it informs this summer’s FIFA events and how they plan to use the visibility to gain global recognition that they are a destination for the world. Join us.

What if your governmental leaders and your hospitality partners were completely bought in to your DMO’s strategies, funding and program of work? On this edition of DMOU, Tourism Kingston CEO Megan Knott joins us to share the story of how her community came together to create a DMO…and a complimentary culture of collaboration that has resulted in a series of Integrated Destination Strategies that guide the future development of the community. It’s a fascinating story of innovation. Join us.

We’re kicking off the New Year on DMOU with one of our favorite DMO pros, Visit Albuquerque’s Tania Armenta. As she marks 10 years as CEO, Tania looks back on the work to regain the City’s trust (after years of them putting the DMO contract out to bid), creating a Marketing District resulting in a doubling of the organization’s budget and spearheading a community-led Master Plan. She also shares why the Destination Marketing Accreditation Program (DMAP) has been so impactful for both her community and her professional staff. Join us.

We close out 2025 with one of our favorite conversations of the year. Mammoth Lakes’ John Urdi (soon to be the CEO of Surf City USA) shares how his community embraced a Tourism Business District that extended past lodging to include restaurants, retail and attractions. But it goes further, as his destination has endured California fires. And his DMO has played a leadership role in attempting to mitigate the environmental realities that threaten the very existence of the destination. Join us.