In this lively and insightful episode of Destination Discourse, hosts Stuart Butler and Adam Stoker are joined by industry legend Bill Geist from DMOproz. Together, they dive into two critical conversations that every DMO professional should be thinking about: Duluth’s controversial tourism strategy shift and the underappreciated power of event calendars.

Key Topics Covered:
1. Duluth’s Case Study: Lessons Learned from a DMO Shakeup
• The panel dissects Duluth’s decision to outsource DMO work to an external agency and the aftermath of the city’s decision to reestablish its local DMO.
• Key takeaway: The importance of educating stakeholders about the unique role of DMOs beyond marketing to prevent leadership from equating DMOs to ad agencies.

2. The Importance of Board Governance and Advocacy
• Bill Geist emphasizes the role of strong, informed boards that can advocate for the DMO’s role and demonstrate the value DMOs provide at the community level.

3. Event Calendars: The Silent MVP of Destination Marketing
• Bill shares a relatable anecdote about trying to find live music while traveling and how an incomplete calendar of events can cost destinations both revenue and visitor satisfaction.
• Discussion includes the disconnect between DMOs and the nightlife economy, and why post-5 pm events often fall through the cracks.
• Stuart and Adam reflect on ways DMOs can strengthen their events strategy, from collaborating with local stakeholders to creating interactive, interest-based event calendars.

4. Creative Solutions from Across the Industry:
• A look at Sarasota’s GoTonight.com, a grassroots success story of an events platform that keeps locals and visitors informed and engaged.
• Chattanooga’s innovative approach of employing a “nightlife specialist” to uplift after-hours tourism.

5. Reframing the Purpose of Event Listings:
• Adam highlights the need to redefine what qualifies as an “event” in destination marketing and to cater to visitors’ interests by providing comprehensive options—whether it’s live music, trivia night, or happy hour.
• The importance of self-identification on websites to personalize visitor experiences and avoid overwhelming them with irrelevant content.

Memorable Quotes:
• “You can’t market to yourself—what locals take for granted might be the exact thing a visitor considers a must-see event.” – Bill Geist
• “Let’s rethink our calendars as a tool to not just inform visitors but also strengthen local communities.” – Adam Stoker

Takeaways for DMO Professionals:
• Invest in creating event calendars that extend beyond major festivals and weekend attractions to highlight daily and nighttime activities.
• Use technology and personalized questions to filter event listings based on visitor preferences and geography.
• Convene local stakeholders regularly to align events and avoid scheduling conflicts that cannibalize attendance.
• Remember that serving locals with an informative calendar builds advocacy for the DMO and helps prevent budget cuts or misunderstandings about the organization’s value.

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