417. Building a Tourism Brand Through Community Engagement, with Lisa Meriwether

On this episode of Destination on the Left, I talk with Lisa Meriwether, Tourism Manager, City of Danville, and Pittsylvania County, VA all about the creation of a brand new DMO. She details the three key steps that helped set the new brand up for success, starting with hiring a seasoned industry consultant and marketing partner, then focusing on the community’s citizens before the visitors, and finally, connecting the new brand to a tourism product that already existed. Lisa also shares more about how an $850,000,000 Caesars Resort development was the catalyst that got it all started.

What You Will Learn in This Episode:

• Why Lisa prioritized community engagement with locals before promoting to visitors
• How an $850,000,000 Caesars Resort development acted as a catalyst for the tourism program’s success
• How a seasoned industry consultant and marketing partner helped in establishing a strategic plan and brand for Visit SoSi
• Lisa discusses the importance of community collaboration and building partnerships with local stakeholders for sustainable tourism
• Why Lisa leverages an ambassador program to engage citizens and educate them about tourism’s significance in their community

Engaging the Community

When Lisa Meriweather was appointed Danville’s tourism manager, there was no brand, identity, plan, or budget. She collaborated with the Eddie Alexander team to create a tourism master plan and establish a clear, forward direction.

One key part of Lisa’s strategy was prioritizing the citizens of Danville before even targeting visitors. By treating local citizens as their first customers, the Visit SoSi team was able to build community pride and trust in the new brand. This initiative proved to be a turning point, with locals increasingly becoming community champions and showcasing the brand to outsiders.

Catalyst for Transformation – The Caesars’ $850M Resort Development

The $850 million Caesars Resort development has been a huge catalyst for Danville’s tourism revitalization. Lisa talks all about how the project sparked curiosity and excitement nationwide, positioning Danville as an exciting destination. The project was approved in a 2020 referendum and opened in December 2023, drastically altering the economic and tourism landscape in the area.

Caesars’ emergence in Danville has attracted leisure travelers and meeting planners, bridging the gap for an area with limited accommodation offerings. The project has set the stage for further economic development and diversified industry growth, moving away from the historic dependency on textiles.

Collaboration and Connectivity

A cornerstone of the Visit SoSi strategy has been creating a collaborative atmosphere among previously siloed tourism stakeholders. Lisa organized quarterly stakeholder meetings, facilitating a unified front where hotels, museums, raceways, and other attractions could communicate and collectively strategize. This breaking down of silos has led to more cohesive marketing efforts, strengthening Danville’s overall tourism product.

Resources:

• Website: https://www.visitsosi.com/
• Instagram: https://www.instagram.com/visitsosi
• LinkedIn: https://www.linkedin.com/in/lisa-meriwether-10273a2a/

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