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Destination Marketing Podcast

Destination Marketing Podcast

Written by: Brand Revolt
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 The Destination Marketing Podcast is built for tourism marketers across the country who are overworked and understaffed. Our goal is to help these people prioritize the activities that are proven to be most effective in marketing a destination and stay up to date on the latest technologies and trends in the industry. This isn’t a feel-good, motivational podcast. We’re diving deep into what to do and how to do it. Subscribe today if you’re a tourism marketer and want to perfect your craft.497028 Economics Marketing Marketing & Sales Social Sciences Travel Writing & Commentary
Episodes
  • 459: How York County Became Basketball's Destination with Andy Clinton and Jeff Goodman

    459: How York County Became Basketball's Destination with Andy Clinton and Jeff Goodman
    Nov 3 2026
    What does it take to turn a conversation that started six years ago into an original event that fills hotel rooms and earns hundreds of thousands of views? On this episode of the Destination Marketing Podcast, Adam Stoker talks with Andy Clinton of Visit York County (Rock Hill, South Carolina) and Jeff Goodman of Field of 68 Media Network about how a DMO and a media company built a sports tourism event from scratch, and how they structured the partnership, funded it, and proved its value. Andy and Jeff get into the real mechanics: who owns the event, who pays for production, how a small DMO team of seven manages a high-effort event, and why they scaled in phases instead of all at once. They also explain how the event doubles as a media buy, with broadcast visibility, commercials, and signage that put the destination in front of an engaged audience, and how they measure it through hotel room nights and earned media value. What DMO and agency leaders will learn: - How to turn a long-term relationship into a funded, DMO-backed event - How to measure event ROI two ways: hotel room nights and earned media value (the first year's three games drew 700,000+ views, per a Sports ETA earned media report) - How to structure a DMO and media company partnership: ownership, production costs, hotels, and logistics - Why phased growth (three games, then six) protects your staff, budget, and partner relationships - How to treat event content as a media buy that earns real attention, not passing impressions - Why a small DMO team should lean on outside partners for strategy and new ideas while keeping execution manageable - How to build community buy-in by involving a local university and inviting city and county council members to see the impact firsthand - How to plan future growth, including a youth component aimed at doubling room nights Also in this episode, Adam announces DMO Jam, a new application-only mastermind for destination marketing professionals, with monthly cohorts of 10, quarterly all-cohort sessions, an annual in-person retreat, and twice-yearly one-on-ones with Adam. Apply at dmojam.thebrandrevolt.com. Who should listen: DMO and CVB marketing leaders, destination marketing agency executives, tourism marketers, sports commission and sales professionals, and anyone working on event development, sports tourism, economic impact measurement, destination media strategy, or DMO partnerships. Guests: Andy Clinton, Visit York County: LinkedIn (Andy Clinton) Jeff Goodman, Field of 68 Media Network: @GoodmanHoops on X Enjoying the show? Leave a rating or review on Apple Podcasts or Spotify. Subscribe to our ⁠⁠⁠⁠newsletter⁠⁠⁠⁠! The ⁠⁠⁠⁠Destination Marketing Podcast⁠⁠⁠⁠ is a part of the ⁠⁠⁠⁠Destination Marketing Podcast Network⁠⁠⁠⁠. It is hosted by Adam Stoker and produced by Brand Revolt. If you are interested in any of Brand Revolt’s services, please email ⁠⁠⁠⁠adam@thebrandrevolt.com⁠⁠⁠⁠ or visit ⁠⁠⁠⁠www.thebrandrevolt.com⁠⁠⁠⁠. To learn more about the Destination Marketing Podcast network and to listen to our other shows, please visit ⁠⁠⁠⁠www.thedmpn.com⁠⁠⁠⁠. If you are interested in joining the network, please email ⁠⁠⁠⁠adam@thebrandrevolt.com⁠⁠⁠⁠. Chapters: 00:00 Welcome and Adam's Destination Discourse agency recap 00:49 Why 80% of DMOs have an agency of record but no one defends theirs 06:57 Shared objectives, the crisis of relevance, and paying for strategy 08:52 Guest reactions: why DMOs should rely on agency brains, not hands 14:23 How Visit York County and Field of 68 started the partnership 16:20 Building a media company and an event from zero 17:53 Scaling from three games to six: phased growth 19:54 From idea to execution: funding, production, and staffing 24:59 Measuring ROI: hotel room nights and earned media value 28:29 Broadcast visibility vs. paid media, plus the DMO Jam announcement 32:01 Promoting the event and the sales challenge 34:15 Partnership structure: ownership, costs, and responsibilities 36:54 The team behind it: sales, hotels, venues, and the local university 38:38 Future vision: new formats to extend stays and visibility 43:31 Adding a youth component and doubling room nights 46:36 Final takeaways for DMOs 49:59 How to connect with Andy and Jeff
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    52 mins
  • CMO JAM 2026, Part 2 – How 6 DMOs Prove Value Beyond Website Traffic

    CMO JAM 2026, Part 2 – How 6 DMOs Prove Value Beyond Website Traffic
    Oct 27 2026
    Website traffic is down year over year at almost every destination Adam Stoker talks to, yet most DMOs still use clicks to prove their value to stakeholders. Six DMO marketing leaders show what they’re building instead. Christian Mengel of the St. Joseph CVB argues the goal is significance, not relevance, and Kelli Steele of Putnam County Tourism calls website metrics a vanity metric. Allison Brown of Discover Long Island runs quarterly immersions across 126 towns and gives every chamber a free partnership, and Karina Anthony of Visit Atlantic City gives community development groups free space on its site. Joshua Albrecht of Visit Milwaukee makes the case for cathedral thinking: tourism is the outcome, culture is the strategy. Megan Buchbinder of Wilmington and Beaches weighs a 10-year master plan against a three-year one, and Adam argues residents deserve the same campaign DMOs build for visitors. Subscribe to our ⁠⁠⁠⁠newsletter⁠⁠⁠⁠! The ⁠⁠⁠⁠Destination Marketing Podcast⁠⁠⁠⁠ is a part of the ⁠⁠⁠⁠Destination Marketing Podcast Network⁠⁠⁠⁠. It is hosted by Adam Stoker and produced by Brand Revolt. If you are interested in any of Brand Revolt’s services, please email ⁠⁠⁠⁠adam@thebrandrevolt.com⁠⁠⁠⁠ or visit ⁠⁠⁠⁠www.thebrandrevolt.com⁠⁠⁠⁠. To learn more about the Destination Marketing Podcast network and to listen to our other shows, please visit ⁠⁠⁠⁠www.thedmpn.com⁠⁠⁠⁠. If you are interested in joining the network, please email ⁠⁠⁠⁠adam@thebrandrevolt.com⁠⁠⁠⁠.
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    1 hr
  • 458: How To Grow State Parks Revenue Through A Price Increase with Alex Hannah

    458: How To Grow State Parks Revenue Through A Price Increase with Alex Hannah
    Oct 20 2026
    Raise prices 30% and most organizations expect to lose 10 to 15% of their customers. Delaware State Parks raised entry fees 30% for the first time in over a decade, and revenue climbed while annual pass sales held flat and non-resident sales grew 5.4%. Alex Hannah, chief marketing, creative and communications officer at Delaware State Parks, joins Adam Stoker to show how a state park system that’s 65% self-funded sold the increase to residents, elected officials and tourism partners through statewide open houses and 1,200 survey responses. With 17 parks, 7.5 million annual visitors and $1.4 billion in 2024 economic impact, it markets like a destination. They also cover why open houses get more honest answers than focus groups and how Delaware’s four DMOs helped turn around flat pass sales. Plus, Adam opens with a monologue on “January gamblers” and how he’d split a 2027 destination marketing budget. Learn more about Delaware State Parks and its 75th anniversary: https://destateparks.comApply for DMO Jam, Adam’s mastermind cohorts for DMO marketers: https://dmojam.thebrandrevolt.com Enjoying the show? Leave a rating or review on Apple Podcasts or Spotify. Subscribe to our ⁠⁠⁠⁠newsletter⁠⁠⁠⁠! The ⁠⁠⁠⁠Destination Marketing Podcast⁠⁠⁠⁠ is a part of the ⁠⁠⁠⁠Destination Marketing Podcast Network⁠⁠⁠⁠. It is hosted by Adam Stoker and produced by Brand Revolt. If you are interested in any of Brand Revolt’s services, please email ⁠⁠⁠⁠adam@thebrandrevolt.com⁠⁠⁠⁠ or visit ⁠⁠⁠⁠www.thebrandrevolt.com⁠⁠⁠⁠. To learn more about the Destination Marketing Podcast network and to listen to our other shows, please visit ⁠⁠⁠⁠www.thedmpn.com⁠⁠⁠⁠. If you are interested in joining the network, please email ⁠⁠⁠⁠adam@thebrandrevolt.com⁠⁠⁠⁠. Chapters:00:00 Monologue: Budget season and the January gambler05:17 Media budgets as reactive testing08:32 Adam’s 2027 budget split09:21 Alex Hannah of Delaware State Parks joins11:39 65% self-funded, 17 parks, 7.5M visitors14:15 All 17 parks in one day15:56 Marketing as a business function18:39 Raising state park entry fees 30%20:52 The results: pass sales flat, non-residents up 5.4%22:31 Announcing DMO Jam (sponsored)25:14 Inside the statewide open houses33:18 Open houses vs. focus groups34:42 Where state parks marketing ends and DMO marketing begins37:19 What DMOs should ask of their state parks39:01 How four DMOs turned around flat pass sales
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    48 mins
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