This podcast episode revolves around the ever evolving and increasing trend of sports tourism and its transformative impact on destinations, particularly in Florida. Larry and Mady delve into the art and science of capturing attention within this dynamic field with Sean Doherty, Tourism Executive Director and Sean Walter, Sales/Sports Business Development, Director, both with Punta Gorda/Englewood Beach VCB. We discuss the evolution of sports marketing and the significance of fostering genuine connections with audiences. Our conversation encompasses the substantial investments being made in sports facilities and how these developments are reshaping communities, enhancing their appeal to both participants and spectators alike. We also explore the innovative strategies that destination marketers are employing to stand out in an increasingly competitive landscape, aiming to attract diverse sporting events that boost local economies. Through engaging dialogues and expert insights, we provide listeners with actionable strategies designed to inspire and inform their approach to sports tourism and marketing.

IN THIS EPISODE:

• 00:07 - Introduction to Aqua Talks
• 06:35 - The Evolution of Sports Tourism
• 11:38 - Exploring Punta Gorda's Unique Sports Offerings
• 25:52 - The Rise of Sports Tourism
• 27:53 - The Evolution of Sports Participation
• 40:09 - The Rise of Sports Tourism in Florida
• 46:27 - Collaboration in Sports Events
• 49:44 - Exploring the Beauty of Florida's Destinations
• 53:45 - Exploring Punta Gorda's Culinary Delights

KEY TAKEAWAYS:

• Aqua Talks endeavors to blend marketing with innovative ideas that resonate profoundly with audiences.
• The podcast emphasizes the importance of meaningful connections in capturing audience attention effectively.
• Engaging discussions and actionable strategies are pivotal for inspiring destination marketers and government contractors alike.
• The evolution of sports tourism indicates a significant shift towards comprehensive support and branding in the industry.
• Florida has experienced a notable surge in sports facility development to attract diverse sporting events.
• Unique sports like pickleball and dog agility are becoming essential elements of the sports tourism landscape in Punta Gorda.

ABOUT THE GUESTS:

Sean Doherty

Sean Walter

Sean started his career out of college at Walt Disney World where he held various positions in operations and sales. He oversaw many facilities including restaurants, hotels, and golf courses and developed a customer service curriculum which he taught at The Disney University. He later expanded his career in the hospitality tourism industry by working for the Bradenton Area Convention & Visitors Bureau operating their convention center, 23- fields multipurpose sports complex and large historic event center. After booking many sporting events, Sean shifted his role into Sports Sales and Business Development with the Bradenton Area CVB for 12 years. Upon seeing the potential and current growth plan in expanding hotels, development and sports facilities in Charlotte County, Sean took a position as the Business Development Director for the Punta Gorda/Englewood Beach Visitors Bureau. He has been the Business Development Director for five years overseeing sports, leisure and the meetings group sales departments partnering with many organizations, meeting planners and industry partners to highlight the amazing assets the destination offers to these groups and their attendees.

Our discussion centers around the innovative marketing strategies employed by Visit St. Pete/Clearwater, particularly in the context of revitalizing the area's image and attracting diverse visitors. Joining us is Oliver Kugler, the Community Relations Manager, who shares valuable insights into the evolving landscape of tourism and marketing within Pinellas County. We delve into the challenges and triumphs encountered in promoting not only the renowned beaches but also the myriad of cultural and recreational offerings that define the region. Our conversation further explores the significance of community engagement and collaboration with local businesses in fostering a vibrant tourism ecosystem. As we navigate through the intricacies of these strategies, we illuminate how effective communication can reshape perceptions and enhance the visitor experience in the St. Petersburg/Clearwater region.

IN THIS EPISODE:

• 00:07 - Introduction to Aqua Talks
• 10:23 - Exploring Community Relations in Tourism
• 29:25 - The Importance of Tourism in St. Pete
• 37:30 - History of Tourism in St. Pete Clearwater
• 55:03 - Revitalizing Clearwater: A New Era

KEY TAKEAWAYS:

• Aqua Talks speaks to the transformative potential of marketing in fostering connections with audiences.
• The podcast emphasizes the importance of community engagement within marketing strategies for tourism.
• Visit St. Pete Clearwater represents a diverse tourism sector, including both local residents and visitors.
• The significance of innovative campaigns, such as 'Still Shining', demonstrates resilience in destination marketing efforts.

ABOUT OUR GUEST:

Oliver Kugler - LinkedIn

Visit St. Pete-Clearwater

Oliver serves as the Community Relations Manager for Visit St. Pete-Clearwater, bringing over 37 years of hospitality experience to his role promoting Pinellas County. A certified Professional in Destination Management, his impressive career journey has taken him through some of the Tampa Bay area's most notable properties—from the historic Belleview Biltmore Resort & Spa to beachfront gems like Dolphin Beach Resort and Sunset Vistas. Originally from Chicago's north shore, Oliver's hospitality roots run deep: he grew up on Indian Rocks Beach in the 1970s, where his father managed a small beachfront motel. At just nine years old, Oliver learned that earning pool privileges meant mowing lawns and helping guests with luggage! He later followed his mother and brother into the restaurant business before spending a decade as a banquet chef and assistant food & beverage manager.

Beyond his professional achievements, Oliver is deeply woven into the fabric of the local tourism community. He's been on the Foundation Board for the Clearwater Jazz Holiday since 1996 and has served on numerous chamber boards throughout the region. A 32-year member of Skal International—the world's largest travel and hospitality association—he's a past president of the Tampa Bay chapter and a recipient of their prestigious Tourism Person of the Year award. These days, Oliver lives in Largo with his four adult children and is eagerly awaiting his sixth grandchild in March! When he's not at work, you'll find him snowboarding with the kids and grandkids in winter or enjoying quality family time on the area's award-winning beaches and boating Florida's crystal-clear waters.

This discussion centers on the significance of seasonal tourism, particularly emphasizing the economic benefits derived from Halloween-themed events and attractions. We delve into the multifaceted nature of haunted tourism, exploring its capacity to enhance local economies through increased visitor numbers and engagement with unique cultural experiences. Our conversation traverses a variety of haunted locales, including ghost tours and amusement parks that offer thematic events designed to captivate audiences during this autumnal season. We reflect on the allure of these experiences, noting how they foster not only excitement but also a profound connection to history and storytelling. Ultimately, we advocate for the exploration of such seasonal opportunities as a means to enrich one's travel experiences while simultaneously supporting local businesses and communities.

IN THIS EPISODE:

• 00:07 - Introduction to Aqua Talks
• 03:14 - Transitioning to Haunted Tourism
• 11:51 - Exploring Halloween Tourism
• 17:50 - Exploring Haunted Locations and Their Histories
• 21:58 - The Thrill of Haunted Tourism

KEY TAKEAWAYS:

• Aqua Talks provides insightful strategies for marketers seeking to capture audience attention and drive engagement.
• Seasonal tourism, particularly around Halloween, significantly boosts local economies and tourism revenues.
• Haunted tourism and ghost tours serve as unique marketing tools that attract visitors and enhance destination appeal.
• The discussion emphasizes the importance of storytelling in marketing, particularly in evoking emotions and creating memorable experiences.
• Listeners are encouraged to explore seasonal events as a means of diversifying their travel experiences and supporting local communities.
• The podcast illustrates how immersive experiences, such as ghost tours, can enrich one's understanding of a destination's history and culture.

This episode dives into the transformative impact of travel on young individuals, particularly through the lens of the Student Travel Group, founded by Matthew Wade. Our discourse delves into the essence of fostering authentic experiences that transcend conventional tourism, as Matthew shares his mission to inspire students to embrace travel and cultural exploration. We engage in a detailed examination of emerging trends within the travel industry, highlighting the demand for personalized and immersive adventures that allow for meaningful interactions with locals. The conversation further emphasizes the importance of social proof in marketing strategies, showcasing how genuine testimonials can effectively combat skepticism and foster trust among potential travelers. As we navigate this dialogue, listeners will glean actionable insights into how educational institutions and travel brands can collaborate to cultivate a new generation of culturally aware and adventurous individuals.

IN THIS EPISODE:

• 00:07 - Introduction to Aqua Talks
• 02:07 - The Mission of Student Travel Group
• 09:55 - Transitioning to National Chapter Operations
• 17:40 - Exploring New Horizons in Student Travel
• 22:34 - The Journey of Travel: The Importance of Taking the First Step
• 25:19 - Discovering Greece: Adventures and Insights

KEY TAKEAWAYS:

• In the pursuit of effective marketing, Aqua Talks underscores the necessity of forging genuine connections with one's audience, thereby transcending the cacophony of superficial engagements.
• The Student Travel Group exemplifies a paradigm shift in travel preferences among students, favoring personalized experiences over conventional tourist attractions, thus fostering deeper cultural interactions.
• Emphasizing the importance of social proof, the podcast reveals how authentic testimonials from peers significantly enhance the credibility and appeal of travel initiatives among the youth.
• The conversation highlights the transformative impact of travel on students, illustrating how immersive experiences can catalyze personal growth and broaden perspectives on global cultures.

This episode delves into the recent Destinations International conference held in Chicago, a pivotal gathering for destination marketers. We, your hosts, Larry Aldrich and Maddie Dudley, reflect on the significance of this event as an educational platform that fosters connections among professionals dedicated to enhancing tourism and local economies. Throughout the discussion, we share our insights into the various sessions and networking opportunities that underscored the importance of human connections in marketing, particularly in an era increasingly dominated by technology. The episode further highlights the innovative strategies discussed, such as incorporating indigenous voices into destination marketing, thereby enriching the narrative of local communities. Join us as we explore these profound insights and their implications for the future of destination marketing.

IN THIS EPISODE:

Chapters:

• 00:07 - Introduction to Aqua Talks
• 01:10 - Exploring Destinations International
• 10:18 - Destination Marketing Insights and Networking Experiences
• 12:48 - The Culinary Adventure at Alinea
• 18:41 - Transitioning to Conferences and Business Events
• 19:08 - Conferences and Destinations: A New Chapter in Marketing

KEY TAKEAWAYS:

• In this episode, we discussed the pivotal role of Destinations International in enhancing tourism by fostering connections within communities.
• The convention provided invaluable insights on how destination marketers can utilize data to enhance their marketing strategies and drive economic growth.
• We highlighted the significance of inclusivity in marketing, particularly by incorporating indigenous voices to enrich the storytelling of destinations.
• Our experience at the conference underscored the importance of human connections in marketing, especially during tumultuous times in the industry.
• We explored innovative strategies presented at the event, including partnerships with aviation authorities to promote travel destinations effectively.
• The podcast emphasized the ongoing need for destination marketers to adapt and evolve amidst advancements in technology and shifting consumer preferences.

This episode covers the intricate relationship between consumer behavior and the evolving landscape of travel marketing, articulated through the lens of algorithmic insights. Larry and Chip (sitting in for normal co-host Mady Dudley) engage in a profound discussion with Seraj Bharwani from Illumin, who possesses a wealth of knowledge in the realms of digital marketing and consumer analytics. We delve into the critical necessity of addressing the prevalent challenges of planning and booking in the travel sector, particularly in light of consumer expectations for transparency and personalization. The conversation further explores the implications of long planning windows and the complexities associated with travel arrangements, emphasizing the importance of fostering meaningful connections with prospective travelers. We conclude by examining actionable strategies that can enhance destination marketing efforts, ultimately seeking to elevate the consumer experience amidst an ever-competitive marketplace.

IN THIS EPISODE:

• 00:07 - Introduction to Aqua Talks
• 02:16 - The Impact of Consumer Behavior on Travel Planning
• 13:02 - Connected Journeys and Consumer Engagement
• 20:02 - Personalization in Tourism: A New Era
• 30:23 - The Evolution of Marketing Strategies
• 37:41 - Innovative Tourism Marketing Strategies

KEY TAKEAWAYS:

• This episode emphasizes the necessity for marketers to understand the evolving consumer travel behavior, particularly following the disruptions caused by the COVID-19 pandemic.
• A significant observation is that planning windows for travelers have lengthened considerably, often exceeding six months, which suggests a need for marketers to adapt their strategies accordingly.
• The conversation highlights the alarming statistic that over 85% of potential bookings are abandoned, indicating a critical area for improvement in the consumer journey.
• A focus on personalized marketing strategies that engage consumers throughout their planning process is crucial to minimizing cart abandonment and enhancing user experience.
• Marketers must leverage data to understand consumer preferences and behaviors, facilitating a more tailored approach to destination marketing and travel services.
• The discussion calls for greater transparency in pricing and service availability, which can help build consumer trust and lead to increased bookings.

ABOUT THE GUEST

Seraj Bharwani (Linked In)

With more than 20 years of experience in digital-first and direct-to-consumer marketing, Seraj has worked closely with CEOs and CMOs at some of the world’s most recognized brands, including American Express, Procter & Gamble, Purple, CVS Health, Blue Shield, Unilever, Nestlé, Prudential, Volkswagen, AT&T, Samsung, and Sony Pictures.

He has co-founded and scaled multiple digital advertising companies through successful exits and is driven by opportunities to build new DTC ventures and even help define entirely new industry categories.

Specialties: Growth Strategy, Direct-to-Consumer Marketing, Consulting, and Solution Selling.

This podcast episode introduces the pivotal concept of "JOMO travel," or the joy of missing out, as a counterbalance to the prevailing fear of missing out (FOMO) in contemporary society. Our esteemed guest, Joseph St. Germain, Ph.D., president of Downs and St. Germain Research, expounds upon the significance of relaxation in travel amidst an increasingly hectic lifestyle. St. Germain articulates how the act of traveling can facilitate profound connections with oneself and others, thereby enriching the human experience. He further explores the essential role of market research in understanding consumer preferences, which can ultimately guide destination marketers in crafting more resonant campaigns. Through a series of insightful discussions, we delve into the transformative potential of tourism and its ability to foster meaningful engagement with diverse audiences.

IN THIS EPISODE

• 00:07 - Introduction to Aqua Talks
• 02:56 - Understanding Tourism Trends: The Joy of Missing Out
• 07:43 - Journey into Tourism: Understanding Human Behavior
• 12:57 - Understanding Destination Appeal
• 23:21 - Understanding Brand Perception in Tourism Marketing
• 28:24 - The Importance of Research in Tourism

KEY TAKEAWAYS

• The podcast emphasizes the significance of understanding consumer behavior in tourism marketing, which is vital for effective strategy development.
• In the current marketing landscape, the concept of 'JOMO' or 'Joy of Missing Out' highlights the increasing desire for relaxation and meaningful connections during travel.
• The integration of complex data techniques such as structural equation modeling is essential for discerning key variables that influence visitor satisfaction and marketing decisions.
• Destinations must continuously adapt their branding strategies to align with evolving consumer values, particularly among younger generations seeking authenticity and unique experiences.

ABOUT OUR GUEST

Joseph St. Germain (LinkedIn)

Joseph St. Germain, Ph.D., is President and Partner at Downs & St. Germain Research, a full-service market research firm based in Tallahassee, Florida. Since joining the firm in 2007, he has helped lead its evolution from Kerr & Downs Research into a nationally recognized consultancy serving clients that range from local businesses and associations to Fortune 500 companies and government agencies.

With advanced degrees in educational psychology, Joseph brings a unique perspective to research—using numbers not just to measure, but to tell compelling stories. He is highly skilled in predictive modeling, survey design, and multivariate statistical techniques, as well as focus group moderation. His ability to translate data into clear insights and actionable strategies has guided organizations across a wide range of industries.

Beyond his client work, Joseph has taught at Flagler College’s Tallahassee campus and is active in professional and community leadership roles, including Leadership Tallahassee. Known for his approachable style and deep expertise, he blends technical rigor with a practical, results-driven outlook, helping decision-makers better understand audiences and make smarter choices.

This podcast episode dives into the transformative dynamics within the travel industry, particularly in the context of post-pandemic recovery and geopolitical shifts. Our guest, Alfredo Gonzalez, draws upon his four decades of experience in the realm of travel and tourism, offering valuable insights into the evolution of marketing strategies and the paramount importance of fostering partnerships. We engage in a robust discussion on the necessity for Destination Marketing Organizations (DMOs) to adopt a more realistic and expansive perspective on international markets, emphasizing the significance of understanding global competition. Moreover, Alfredo accentuates the essence of human connection in hospitality, asserting that despite the rise of technological tools such as artificial intelligence, the heart of the industry remains rooted in personal interactions. This episode serves as a compelling call to action for industry professionals to embrace innovative approaches while remaining deeply attuned to the needs and desires of their audiences.

IN THIS EPISODE

• 00:07 - Introduction to Aqua Talks
• 08:01 - The Importance of Partnerships in Tourism
• 12:49 - The Impact of COVID-19 on Travel and Partnerships
• 19:20 - Culinary Experiences Around the World
• 24:42 - Exploring Global Flavors
• 29:03 - The Evolution of Hospitality Careers

KEY TAKEAWAYS

• The podcast emphasizes the importance of fostering meaningful connections with audiences through innovative marketing strategies.
• Listeners are introduced to the transformative power of marketing within the travel and tourism industries, especially post-pandemic.
• The discussion highlights the essential role of partnerships in the marketing realm, particularly in promoting destinations effectively.
• The speakers reflect on their extensive experience in the travel industry and the significance of sharing knowledge with future professionals such as those in the EFTI program at the University of Florida.
• The episode underscores the necessity for destination marketers to adapt their strategies to the evolving global competition in tourism.
• Insights are provided on the complexities of marketing at both the state and national levels, showcasing different challenges and opportunities.

ABOUT THE GUEST

Alfredo Gonzalez (LinkedIn)

Alfredo Gonzalez is a seasoned industry veteran with decades of experience shaping the hospitality and tourism landscape. He has held leadership roles with organizations such as Visit Lauderdale (formerly Greater Fort Lauderdale Convention and Visitors Bureau), Visit Florida, and Brand USA, and continues to influence the industry as a member of the University of Florida’s EFTI Industry Advisory Board.

As the founder of AG Hospitality Group, Alfredo has built a strong track record as an entrepreneur, specializing in international marketing, business travel, leisure, sales, and negotiations. His career reflects a passion for creating opportunities, driving growth, and building meaningful connections across global markets.