In this engaging episode, Stuart Butler and Adam Stoker dive into the key resolutions for destination marketers in 2025, emphasizing sustainable strategies, community-first approaches, and the evolving dynamics of owned media. With insights on paid media dependency, government scrutiny, and building long-term community support, this conversation sets the tone for a transformative year in the industry.

Adam shares his excitement for an upcoming Maui trip and humorously justifies his ever-present hat collection. Stuart introduces the concept of prioritizing relationships and shares his humorous “Adam Fit Check” segment.

Brand Revolt Announcement: Adam reveals the exciting rebranding of Relic to Brand Revolt, focusing on building sustainable communities through owned content. The core philosophy is a “revolt against complacency” by moving away from paid media dependency and fostering genuine community engagement. Relic’s evolution, challenges, and the critical influence of partnerships like Myrtle Beach in validating their hypothesis on content-first strategies are highlighted.

Destination Marketing Resolutions for 2025:
1. Be Cathedral Builders – Think Beyond Annual Plans: Shift from short-term campaigns to multi-year initiatives that build sustainable community impact. Adam explains the importance of focusing on long-term goals rather than resetting strategies every 12 months. He references Myrtle Beach’s three-year investment in a customer data platform (CDP) as a strong example. Stuart adds that while planning long-term is crucial, it must balance with showing short-term results to maintain stakeholder support. Building coalitions of “cathedral thinkers” among stakeholders and board members is key.
2. Decrease Dependence on Paid Media: Adam argues that the rising cost of paid media makes it unsustainable as a primary strategy and that over-attribution of results often inflates its effectiveness. He emphasizes building owned media communities as a sustainable long-term approach. Stuart shares that while his team allocates 10% of their budget to owned media projects like “Traveling the Spectrum,” proving ROI remains a challenge. Adam underscores that the long-term distribution of projects like theirs, which are now featured on Peacock, can outperform paid media reach if executed well.
3. Prepare for “D.O.G.E.” (Department of Government Efficiency): Adam warns that increased political scrutiny on government-funded entities, including DMOs, is coming. He suggests that DMOs prepare by building trust within their communities and transparently communicating the benefits of tourism initiatives. Stuart points out that some savvy DMOs have already laid this groundwork, emphasizing their role in improving residents’ quality of life. However, he agrees that smaller DMOs may face greater challenges without proactive planning.
4. Build Community-Centric Personas: Adam emphasizes the need for DMOs to develop target personas not just for visitors but for residents and stakeholders. By understanding residents’ concerns, needs, and values, DMOs can foster stronger local support. Stuart shares how Myrtle Beach has dedicated resources to engage the local community through an internal communications team and initiatives like “Tourism Works for the Grand Strand.” He also notes the importance of listening to the community to ensure tourism initiatives align with local needs.
5. Build an Industry Your Community Can Rely On: Adam shares an impactful story about a former DMO leader from Wrangle, Alaska, who aimed to make tourism a stabilizing force after other industries collapsed. Adam urges DMOs to think about how tourism can be a sustainable industry that supports their communities even during economic shifts. Stuart reflects that Myrtle Beach faces the opposite challenge—diversifying beyond tourism to strengthen the local economy. He notes the importance of balancing growth while addressing community concerns about progress.

Key takeaways from the episode include the importance of adaptability, the growing need to prove ROI for owned media, and the value of building community trust through intentional engagement. Adam and Stuart agree that DMOs must be prepared to shift strategies as technology, consumer behavior, and political dynamics continue to evolve.

Mentioned Projects:
Traveling the Spectrum (streaming on Peacock)
Chef Swap (Myrtle Beach initiative)

Call to Action: Join the conversation! If you have a perspective on this year’s resolutions or want to share your experiences, reach out to Stuart or Adam. This platform is open to industry professionals at all levels—your voice matters!

Connect with Us:
Stuart Butler: stuart.butler@visitmyrtlebeach.com
Adam Stoker: adam@thebrandrevolt.com

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This episode is packed with actionable insights and a roadmap for thriving in 2025—don’t miss out!