Essentials - DMAI

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					                                                                                                                                                                                        July 2012

Foundation announCes                               Foundation: driving the Future oF destination Marketing
new slate oF trustees                              A personal message from Barry Biggar, CDME, Foundation Board of Trustees Chair 2011-2012, President & CEO, Visit Fairfax

Trustees, who serve a three-year term, are                                  This past year has seen a great                             As part of DMAI’s diversity initiative, the Foundation
dedicated to fulfilling the mission of the                                  deal of accomplishments for the                             supported a pilot program sending DMO
Foundation: to enhance the destination                                      Destination & Travel Foundation                             representatives to a career fair hosted by the National
marketing and travel professions through                                    with several exciting projects                              Society of Minorities in Hospitality to build awareness
research, education, visioning and development                              under development.                                          for destination marketing among our future workforce.
of resources and partnerships for those efforts.                                                                                        This year, the Foundation added new funding to
                                                                            For 2012, the Foundation
INCOMING FOUNDATION OFFICERS                                                                                                            increase the number of fairs and students reached
                                                                            authorized US$280k in grants to
• Craig Davis, CDME, VisitPittsburgh, PA USA                                                                                            in order to generate a sustainable and competitive
                                                                            support the destination marketing
  (Chair)                                                                                                                               workforce of the best and brightest.
                                                                            and travel industries. One of these
• Robin Carson, Kingsmill Resort & Spa, VA USA     grants went to support the development of DMAI’s                                     A true honor for our organization was receiving, for
                                                   new Event Impact Calculator, which is revolutionizing                                the second year in a row, the U.S. President’s Volunteer
• Cleo Battle, CDME, Richmond Metropolitan
                                                   how DMO professionals are communicating with their                                   Service Award, this time at the gold-level, for our work
  CVB, VA USA (Secretary/Treasurer)
                                                   local stakeholders and community officials. By using                                 with Junior Achievement. The Foundation funded a new
• Barry Biggar, CDME, Visit Fairfax, VA USA
  (Immediate Past-Chair)
                                                   the calculator to define the actual economic impact                                  education module on tourism to expose high school
• Paul Serff, Texas Travel Industry Association,
                                                   that meetings have on their host destinations, DMOs                                  students to our industry. To promote the program
  TX USA (Member At-Large)                         are now able to truly communicate, with hard data, the                               we, along with Junior Achievement, developed a
                                                   justification for their destination marketing activities                             national contest based on Junior Achievement’s new
INCOMING FOUNDATION TRUSTEES                       within the meetings market. The calculator currently                                 Destination Build online interactive program.
• Diane Bechamps, Virginia Tourism, VA USA         has nearly 90 subscribing DMOs and continues to go
• Peggy Bendel, Bendel Communications,                                                                                                  In addition to being a year of many accomplishments,
                                                   through system upgrades, ensuring it is a credible and
  NY USA                                                                                                                                it was also a humbling one with the heartbreaking loss
                                                   flexible tool for its users.
• Terry Dale, United States Tour Operators                                                                                              of a great friend and one of our industry’s strongest
  Association, NY USA                              We recently released a standardized chart of accounts                                supporters, Gary Sain. In his role as President & CEO of
• Joe Marinelli, Visit Savannah, GA USA            supplement to complement the newly updated DMO                                       Visit Orlando, he showed his fellow destination marketers
• Stephanie Mays-Boyd, Pennsylvania                Performance Reporting Handbook, which provides                                       what true innovation and thought leadership was. His
  Convention Authority, PA USA                     DMOs with the latest thinking in best practices related                              contributions to the DMO industry are innumerable.
• Martha Sheridan, CMP, Providence Warwick         to ROI and performance reporting. The Foundation
                                                                                                                                        A scholarship in his name has been created at the Rosen
  CVB, RI USA (DMAI Chair-Elect)                   also supported the development of two additional
                                                                                                                                        School of Hospitality Management. Prior to his passing
• Harry Sladich, Red Lion Hotels, WA USA           and very important publications. The 2012 DMO
                                                                                                                                        Gary worked diligently to establish the Frank C. Sain
• David Whitaker, Tourism Toronto, Canada          Compensation & Benefits Study was recently completed
                                                                                                                                        Scholarship fund in memory of his father at the same
                                                   and includes aggregated DMO human resource
CONTINUING TRUSTEES                                                                                                                     school. I encourage you to continue the legacy of these
                                                   data; 271 DMOs participated, the most ever for this
• Alison Best, CDME, Santa Monica CVB, CA USA                                                                                           two great tourism leaders by making a contribution to
                                                   study! A new Foundation funded resource, 2012 DMO
• Cole Carley, CDME, Coal Car Communications,                                                                                           one of these funds.
                                                   Marketing Activities Study, which tracks the online and
                                                   international marketing practices of more than 200                                   To all of you who have been so supportive of the
• Donna Carpenter, CDME, Cabarrus County CVB,
                                                   DMOs and brings new light to the trends and activities                               Foundation, I thank you and look forward to another
                                                   taking place in this discipline.                                                     productive year serving as the immediate past chair of
• Greg Hybl, American Express Company, NY USA
• Connie Kinnard, Nashville CVB, TN USA                                                                                                 this organization.
• Mike Mooney, Greater Phoenix CVB, AZ USA
• Tom Norwalk, Seattle CVB, WA USA
• Bernie Schraer, Northstar Meetings Group,
• Monica Smith, CDME, CMP, CASE, CAE, Macon-       CoMing soon –                                                        The Destination & Travel Foundation is elevating the importance of
                                                                                                                        continuous learning throughout one’s career. At the heart of this is a new

  Bibb County CVB, GA USA                                                                                               resource under development titled Destination Management & Marketing
• Mark Thompson, CMP, Plano CVB, TX USA                                                                                 Essentials which aims to document the basic essentials of a well-run
• Hank Todd, Hank Todd Solutions Group, MN USA                                                                          DMO. Under the guidance of DMAI’s education committee, and funded
                                                                                                                        through a grant from the Foundation, this resource will update the 2005
THANK YOU TO THOSE COMPLETING                                                                                           Fundamentals of Destination Management & Marketing textbook and tie
THEIR TERMS                                                                                Edited by Thomas F. Cannon   together professional development and training curriculum.
• Christine Duffy, Cruise Lines International
  Association, FL USA
                                                                                                                        Essentials will be completely on-line with chapters dedicated to each
                                                                                                                        of primary standards in the DMAP accreditation program. Within
• Rosemary McCormick, Shop America Alliance,
                                                                                                                        each chapter will be case studies and interactive videos that provide
  LLC, MO USA                                                              Destination Management & Marketing
                                                                                                                        personalized learning and examples of key points. Blending face-to-face
• Will Seccombe, VISIT FLORIDA, FL USA
                                                                                                                        and on-line learning will provide destination professionals knowledge that
• Peter Yesawich, Ypartnership, FL USA
                                                                                                                        is more promptly accessible and, more importantly, continues to expand
• Tim Schneider, Schneider Publishing Company,                                                                          on the necessity of industry standardization and reputation. This project is
  Inc., CA USA (Immediate Past-Chair)
                                                                                                                        under development with completion anticipated in 2013.
n ew r eports , r esourCes r eveal t rends and                                                                           t op 10 C ountries
B est p raCtiCes in d estination M arketing
Three new resources released by DMAI and                   Offering the top five DMO strategies
                                                                                                                         w here dMo s
funded by the Destination & Travel Foundation
are providing new intelligence on destination
                                                           encompassing social, digital and mobile channels,
                                                           these guidelines will help DMOs develop unique                a re M arketing
marketing organizations. To order copies of the
following resources, visit DMAI’s Product Store.
                                                           and custom content, distribute it in the timeliest
                                                           manner, integrate across digital channels, engage
                                                                                                                         ( outside oF the u.s.)
                                                           in conversation with their fans and develop
DMO Marketing Activities Study                             meaningful and valuable relationships with                     1. Canada
Brand new research shows that 65 percent of                visitors. Corresponding case studies exploring how
DMO marketing budgets are applied to leisure               DMOs have successfully implemented mobile and                  2. United Kingdom
versus group business. Responses from 241                  digital marketing strategies for their destination
bureaus ranging in all sizes collectively manage           will be provided.                                              3. Germany
more than US$375 million in total marketing                Currently available in the DMAI Product Store, a
spend on an annual basis. Forty eight percent of           corresponding webinar will be held after Annual                4. Mexico
these organizations market internationally with            Convention.
Canada and the United Kingdom ranked highest                                                                              5. France
in marketing priority among DMOs. Digital                  2012 Compensation & Benefits Study                             6. China
marketing continues to command a growing share             The last time the DMO marketplace was surveyed
of marketing resources.                                    in 2010, the country was still in recession and
The first-ever study bench marking destination-            DMOs had largely frozen salaries and hiring
                                                                                                                          7. Japan
focused marketing activities, the DMO Marketing            activities. As the economy slowly improves, now
Activities Study provides critical information on          two years later, compensation and employee
                                                                                                                          8. Australia
DMO marketing best practices, essential for DMOs
as they develop and target their marketing efforts
                                                           benefit restrictions are easing. For 2012, one-third
                                                           of DMOs say they will create and fill new positions
                                                                                                                          9. Italy
in the most efficient and effective manner possible.       with almost all (96%) seeing no need for any                  10. Brazil
                                                           further staff reductions. Almost three-fourths of
DMAI Mobile & Digital Toolkit                              DMOs do not plan to effect any further reduction
The fast-paced growth within the digital space             in travel, training or any other employee-related
requires constant innovation from destination              expenses for the year.
brands in order to stand out among competitors,            The most comprehensive study of DMO human
stay top of mind for consumers and earn a                  resource practices, 271 DMOs participated in
measurable return on their investment. Offering            the 2012 DMO Compensation & Benefits Study
a comprehensive analysis of current mobile and             providing input on a wide range of organizational
digital marketing trends and environment, this new         practices, including critical topics such as salary
toolkit will provide a detailed, data-based overview       and performance-based compensation, retirement
of current market use of new media, through custom         plans, healthcare and insurance practices. The
tracking of digital and social marketing efforts of over   study offers invaluable information for DMOs
450 DMOs. Metrics on DMOs’ performance on search,          preparing annual budgets or justifying staff
Facebook, Twitter and YouTube will be incorporated.        investment to stakeholders.
Also included will be primary research on third-party
vendors, offering a comprehensive comparison of
digital advertising platforms, mobile marketing tools,
presentation services and social CRMs.
                                                                                                                         Source: DMAI’s 2012 Marketing Activities Study

i ndustry C eleBrates                                 the    l iFe      oF     g ary C. s ain
                      On June 26, 2012, the                Frank Sain ran the Chicago and Las Vegas bureaus
                      destination marketing, travel,       in the 70s and 80s respectively. Gary Sain was
                      meetings and association             president and CEO of Visit Orlando. Both men
                      industries came together in          were active supporters of numerous industry
                      Washington, D.C. to share            associations and had a strong commitment to
                      stories and celebrate the life       giving back to their communities. The Frank C. Sain
                      of Gary C. Sain who left us all      Scholarship and Gary C. Sain Scholarship will both
                      too soon this past May. Earlier      be endowed to grant promising future leaders with
in the year, Gary’s father, Frank C. Sain, also passed     tuition grants in perpetuity. The scholarships will
away. Hundreds of friends and industry colleagues          be awarded to students who are studying toward
came to Orlando to attend Gary’s funeral and               degrees in event management with a focus in
hundreds more came to Washington D.C. to pay
tribute to the vast contributions he made to
                                                           destination marketing or tourism management.
                                                           Gary personally helped to establish his father’s                  k irkland s Cholar a warded
the destination marketing industry, to his local           scholarship before his own passing.                               Nathalie Moreira was awarded the George Kirkland Memorial
community and to his family.                                                                                                 Scholarship on Tuesday, June 19, 2012. Nathalie is a graduate of
                                                           To make a donation to either of the Gary C.                       the Miguel Contreras Business and Tourism Academy in Los Angeles.
To honor the memories of these men, scholarship            Sain or Frank C. Sain Scholarship Funds go to                     The $3,000 scholarship will help her attend the University of San
funds have been established in their names with                                           Francisco in the Fall.
the University of Central Florida’s Rosen College of
Hospitality Management based in Orlando, Fl.

                      MISSION: The Destination & Travel Foundation is a combined effort between Destination Marketing Association                                SUPPORTING
                      International and U.S. Travel Association, committed to serving the interests of destination marketing professionals
                      and highlighting the impact of travel around the world. The mission of the Destination & Travel Foundation is to
                      enhance the destination marketing and travel professions through research, education, visioning and development
                      of resources and partnerships for those efforts. For more information, visit

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