Destinations International

So it's kind of a dependent situation.

But most of your standard legacy best practice DMOs that have a designation from Destinations International can't make profit.

And I'll share my thoughts in a second, but just to clarify, they can't make profit, but they can generate revenue.

They just have to turn around and spend whatever revenue.

So Celebrity, we've been talking about film commissions, local hours here, and just coming together more.

And when we were at Destinations International, Mata Media had—well, it's not Mata Media, it's KHM.

They hosted something early at the beginning of DI to talk about how DMOs should work with their film commissions if they're not already under the umbrella.

So this has been a very hot topic here because we talk about all these things being shot here, but— We want to get more people here.

I always say that the biggest thing to learn is that experience can only happen essentially at the smallest level, right? That's almost at the stakeholders, right? When you have a major attraction, if somebody comes in, the destination is not delivering on that experience.

So it's very interesting to hear and say from Destinations International, the Destination Next study, that DMOs should be investing in experiences because even though they're maybe making that investment, at the end experience, the moment of, you know, a visitor coming across a stakeholder, well, the DMO was never involved.

They

never deliver that, and that is a fine question.

crazy.

And what I thought was fascinating, Adam, was just a year ago, Destinations International's future study said 42% said their funding was at risk.

So this is double in one year.

42%

And I think that that's some of the beauty of our sector.

You and I both serve on the advocacy committee of Destinations International.

And on a recent Zoom, you shared that your DMO is focused on three pillars, which I really loved as you described how these three pillars are guiding your organization.

So for your first question, I would love for you to share those pillars and why they are so important to the future of your destination.