399. Event Hosting and Tourism Success in Small Destinations, with Todd Read

Destination On The Left

On this episode of Destination on the Left, I talk with Todd Read, Senior Tourism Manager at SoIN Tourism, who shares more about the importance of building relationships for professional growth. Todd discusses the challenges SoIN has faced and how they have overcome them by creating strong partnerships. We also talk about hosting a travel conference in a small destination, what you should consider, and how to pull it off.

What You Will Learn in This Episode:

• How Todd Read and his team managed to successfully host the Tap Dance event in a small destination and overcome logistical challenges
• Why local businesses and stakeholders became more invested in event hosting after the success of Tap Dance and the potential impact on tourism
• What the Indiana Foodways Alliance is and how it supports over 300 local non-corporate restaurants across 21 culinary trails
• How the rebranding from Sunny Side of Louisville to SoIN was strategically executed to establish a unique identity for Southern Indiana
• Why collaboration and building networks within the tourism industry are crucial for personal and professional growth

The Potential of Small Destinations in Event Hosting

Todd shares the transformative impact of hosting the Tap Dance event on the local community. The initial response to the Tap Dance event was overwhelmingly positive, and the community saw firsthand how well-executed events could boost tourism and economic activity. This realization translated into increased support and enthusiasm for hosting more events in the future.

Hosting events in state parks or historic sites often comes with stringent restrictions, such as limitations on serving alcohol. Todd and his team successfully navigated and managed these logistics, demonstrating the feasibility and benefits of such events, thus paving the way for more flexible regulations in the future.

The Importance of Collaboration and Community Support

Todd talks more about the critical role of collaboration and support from all stakeholders and how his executive director and team were instrumental in the success of the Tap Dance event. SoIN’s partnership with organizations like the Travel Alliance Partnership and the Indiana Foodways Alliance also shows how collaborative efforts can really boost a region’s tourist appeal. Todd discusses the Indiana Foodways Alliance and its efforts to promote local, non-corporate restaurants through culinary trails. With over 300 participating establishments and 21 unique trails, such as “Winner Winner Chicken Dinner” and the “Pork Tenderloin Trail,” the Alliance supports and showcases the state’s amazing culinary offerings.

Addressing Challenges and Embracing Resilience

From the negative impact of COVID-19 to the controversies surrounding the Religious Freedom and Restoration Act (RFRA) in Indiana, SoIN’s resilience and willingness to innovate have been key to successfully overcoming these challenges.

Southern Indiana’s rebranding from the Sunny Side of Louisville to SoIN in 2016 is a testament to creative problem-solving in response to being overshadowed by popular neighboring destinations. The new brand, SoIN, not only differentiated the region but also generated a strong sense of community identity and recognition.

Despite funding cuts post-COVID, Todd and his colleagues managed to maintain momentum through collaborations with other tourism leaders. Initiatives like “Tour on 64,” aimed at highlighting attractions along Interstate 64, demonstrate the power of regional coopetition in sustaining tourism marketing efforts.

Resources:

• Website: www.gosoin.com
• Facebook Business: https://www.facebook.com/GoSoIN
• Instagram Business: https://www.instagram.com/gosoin/
• Twitter Business: https://x.com/GoSoIN
• YouTube Business: https://www.youtube.com/channel/UCvYYeyWbRuLZGTFVlTGGc6w
• Pinterest Business: https://www.pinterest.com/sointourism/

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