Experience Columbus Launches Diversity Apprenticeship Program to Promote Racial Equity in Its Tourism Community

August 24, 2021

To help promote racial equity and overcome underrepresentation in its local travel and tourism industry, Experience Columbus and the Greater Columbus Sports Commission are partnering with Tourism Diversity Matters, a tourism and events industry resource for diversity expertise, to launch the Diversity Apprenticeship Program (DAP).

Designed to help close the significant racial equity gap in the Central Ohio hospitality community, the new apprenticeship program will provide hands-on experience and job opportunities to local students, recent graduates and professionals who identify as BIPOC (Black, Indigenous, Person of Color) and have a passion for tourism. 

In 2020, nearly 28% of Columbus hospitality employees identified as Black, Asian American, or Hispanic, while 73% identified as white, according to a study by Tourism Economics.

According to Experience Columbus officials, the DAP’s formation comes in response to the stark changes in the industry and society over the past year or more and speaks to the city’s aggressiveness in this area.

“Our community partners are as passionate about this initiative as we are, and as a result, we will be providing the most robust diversity apprenticeship program in the country, with the most apprenticeship opportunities and highest number of industry partners,” explained Shannon Jones, director of diversity, equity and inclusion for Experience Columbus. 

She added, “We look forward to providing incredible career opportunities to individuals from communities that have historically been underrepresented in the travel and tourism industry because we know we’re better when everyone has a seat at the table.”

Structured to position BIPOC apprentices for long-term professional success in travel industry leadership roles, the six-month, paid apprenticeship program will select six apprentices for the inaugural class of the Columbus Diversity Apprenticeship Program. The apprentices will be assigned at least one host organization and will work across its multiple cross-functional departments, such as marketing, administration, guest services, sales, finance and event planning, for 600 hours during the six-month cycle. 

Within the DAP, six different program tracks will be offered to help customize each apprentice’s experience to their interests and talents. The apprentices will receive an opportunity to choose a tourism, hospitality, events, venue or sports career path that aligns with their professional career goals. Some tracks include time at multiple organizations while the others are with one organization for the full six months. 

The DAP’s 12 host organizations include: 

  • Cameron Mitchell Restaurants
  • COSI (Center of Science and Industry)
  • Columbus Blue Jackets
  • Columbus Regional Airport Authority
  • Concord Hospitality Enterprises
  • Experience Columbus
  • Franklin Park Conservatory and Botanical Gardens
  • Greater Columbus Convention Center
  • Greater Columbus Sports Commission
  • Hilton Columbus–Downtown
  • Hyatt Regency
  • Jordan Hospitality Group

Upon successful completion of the program, participants will be offered a full-time, manager-level position.

Applications for the inaugural DAP are now open and will close on Aug. 31. To qualify, applicants must be 18 years of age, have a high-school diploma or GED, submit a background check and self-identify as BIPOC. 

Interviews will be held with advancing candidates after the application window closes. Apprenticeships will be awarded by the beginning of September, and the first apprenticeship class will start mid-Sept. and will work through March 2022. Moving forward, the DAP will be held biannually, with the second cycle beginning in April 2022.

“While tourism across the country is still in recovery mode, it is important to us that the travel industry recovers with equity,” said Brian Ross, president and CEO of Experience Columbus. “This is a priority throughout Columbus, which is felt from the enthusiastic participation from so many diverse partners, as well as the more than $750,000 in funding support from the city, county and Columbus Foundation for this initiative.”

To learn more about the Diversity Apprenticeship Program and apply, go here.

 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.