Record Attendance Marks Destination Marketing Association International’s 100th Anniversary

August 5, 2014

Destination Marketing Association International (DMAI) celebrated its 100th anniversary with record attendance of 1,400 delegates, as well as the launch of its Hall of Fame and presentation of a landmark study during its 2014 Annual Convention that took place July 21-23 at Aria Resort and Casino in Las Vegas.

“Our organization is delivering some of the most advanced research and insights shared in its 100-year history and opening new opportunities for DMOs to continue nurturing their business and their communities,” said Michael Gehrisch, president and CEO of DMAI.

Earlier this year, the association polled over 300 DMOs for its project DestinationNEXT: A Strategic Roadmap for the Next Generation of Global Destination Marketing. The findings of the first stage were revealed during the keynote address and focused on adoption of technology and social media, destination branding and economic development.

According to the study, the top five trends that impact the work of DMOs are:

·         Social media’s prominence in reaching the travel market

·         Mobile platforms and apps becoming the primary engagement platform for travelers

·         Customers increasingly seeking a personalized travel experience

·         Smart technology (e.g., phones, bag tags, and cards) creating new opportunities for innovative new services and processes

·         Travelers demanding more information, control, interaction, and personalization

The full report is available here.

The second step will focus on scenarios based on industry best practices that would help organizations of all sizes find the right pathway to becoming a “Destination Trailblazer.”

“The scenario concept is very significant because one size will not fit all,” said Paul Ouimel, executive president of Inter Vistas that was instrumental in the study. “There’s so much pressure on DMOs to generate room nights that it’s hard to do ‘cathedral thinking.’ For them to survive, the objective has to be consistent quality. It’s no longer enough to just sell.”

Transformation of technology dominated conversations at the event.

“For us, the next few years are going to be about business intelligence: gathering, aggregating and curating it,” said Scott Beck, chair-elect of DMAI and president of Visit Salt Lake.

 He also noted the impact of the industry’s changing economic model, where customers expect deep discounts on convention space and go through their own online channels to buy rooms. “You have stakeholders that want it the way it was and customers who are way ahead of the curve,” he added. “As a DMO, we’re in the epicenter.”

Fusing even basic business intelligence with high-tech tools can yield excellent results. When Fuseideas started working with Bermuda Tourism, the company digitized the business cards that had been collected by the organization over several years and created a digital profile of the visitors.

“Tech changes creative,” said the company’s CEO Dennis Franczak. “You can make creative messaging based on those profiles and target creative close to one on one, using interest and psychographic data.”

Custom, targeted content was a hot topic at the booth of Lonely Planet, offering online and offline solutions for DMOs with the look and feel of the famous guides. “Our clients are staying away from banner ads and instead, want custom microsites, itineraries and Spotify lists with specific themes,” said advertising solutions manager Clarice Bongolan.

Attendee Ida Jones with Lake Havasu City CVB was looking for tech ideas that help drive business. “We need to stay relevant in how we’re reaching our audiences,” she said and noted that she was excited about the second phase of the DestinationNEXT project, hoping it would feature scenarios she can use. “The role of CVBs is changing, and we want to make sure we’re keeping up,” Jones said.

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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.