Destination Discourse: Episode 3 Show Notes
Title: Why Don’t DMOs Take Risks?

Guest:
Will Seccombe – Undiscovered America

Episode Summary:
In this episode, Stuart and Adam are joined by Will Seccombe, a trailblazer in destination marketing, to explore the key question: Why don’t DMOs take risks? Together, they delve into the reluctance of DMOs to embrace bold strategies, analyze the balance of risk vs. reward, and share firsthand accounts of both successes and failures in risk-taking within the tourism industry.

Key Topics Covered:
Introduction of Guest – Will Seccombe:

Will’s background as the CMO and CEO of Visit Florida.
His reputation as a risk-taker in the tourism industry, including his famous partnership with Pitbull, which had both high returns and political consequences.

Stu’s News:
Kentucky Tourism’s Video Game – Kentucky launched an innovative 2D platformer video game, Great Big Kentucky Adventure, aimed at educating kids about Kentucky while incorporating local landmarks. The game is designed to engage young travelers through a creative and interactive approach.

The hosts discuss the impact of using video games in destination marketing, applauding Kentucky’s bold move and speculating on future potential in the industry.

Main Topic – Why Don’t DMOs Take Risks?

The Pitbull Campaign and Risk-taking at Visit Florida:
Will recounts his experience with Visit Florida’s partnership with Pitbull, which included the song “Sexy Beaches” to reach younger demographics and Hispanic travelers.
Despite securing approval from stakeholders and government, political backlash led to the campaign’s controversy and Will’s eventual departure.
Will reflects on lessons learned, highlighting how risk can pay off but may also lead to unintended consequences, especially in politically charged environments.
The Importance of Risk in Marketing:

Stuart argues that not taking risks can be the biggest risk of all. As paid media becomes more expensive and less effective, DMOs need to experiment with new methods like storytelling, branded entertainment, and interactive campaigns.
Will explains that fostering a “culture of experimentation” is critical for DMOs to remain relevant and impactful in a rapidly changing landscape.
Why DMOs Avoid Risks:

Public accountability, stakeholder pressure, and fear of failure are major factors that cause DMOs to shy away from risk-taking.
Adam and Stuart discuss the importance of engaging stakeholders early in the planning process to secure buy-in and mitigate potential fallout.

Lessons for DMOs on Taking Risks:
Small Steps Toward Big Risks:
Will advises starting small with pilot programs and using those successes to build stakeholder confidence before attempting larger, riskier initiatives.
Measuring Success:
Establishing clear metrics and objectives tied to community impact helps justify risk-taking. Stuart shares his strategy of weighing resources, potential outcomes, and worst-case scenarios before proceeding with bold ideas.

The Future of Risk in Destination Marketing:
Will and the hosts agree that to stand out in today’s saturated market, DMOs must move beyond traditional advertising and embrace storytelling, innovative partnerships, and experiential marketing.

The importance of pushing boundaries and continuously evolving is key to the future success of destination marketing.

Links & Resources:
Undiscovered America – Will Seccombe’s national TV show featuring authentic storytelling from destinations across the U.S.
https://www.undiscoveredamerica.tv/

Great Big Kentucky Adventure Game – Play Kentucky’s tourism-focused video game.
https://www.designrush.com/news/kentucky-tourism-new-game-keeps-kids-entertained-on-trips
https://www.greatbigkyadventure.com/