484. How Research and Collaboration Is Transforming Erie, with Chris Temple

On this episode of Destination on the Left, I talk with Chris Temple, Director of Communications at Visit Erie. Chris shares how Visit Erie has transformed its destination brand through an extensive research-driven process, positioning Erie as a four-season destination built around authentic experiences, outdoor recreation, and the lifestyle of the Great Lakes. We also discuss how strategic partnerships, community engagement, and thoughtful destination development are helping Erie build momentum while creating lasting benefits for residents and visitors alike.

What You Will Learn in This Episode:

• How Visit Erie approached a research-based destination rebrand that aligned with visitor expectations and community assets
• Why authentic storytelling and a clearly defined brand voice help destinations stand out in a competitive marketplace
• How Visit Erie creatively responded to the challenges of the pandemic by supporting local businesses and launching Erie Restaurant Week
• What major Bayfront redevelopment projects mean for Erie's future as a visitor destination and community gathering place
• How collaboration with other destination organizations strengthens media relations, marketing efforts, and shared success
• Why engaging local residents and content creators has become an important part of modern destination marketing
• How destination organizations continue to evolve by balancing visitor attraction with community quality of life

Building a Brand That Reflects the Good Life

Rather than simply creating a new logo or tagline, Visit Erie invested eighteen months in a comprehensive branding process grounded in research, stakeholder engagement, and visitor insights. Chris explains how the organization evaluated its existing positioning, identified its strongest assets, and developed messaging that reflects both the experiences travelers seek and the authentic character of the destination.

The result is the "Good Life, Great Lake" brand, which captures Erie's unique identity as a place where visitors can slow down, reconnect with nature, and experience the rhythm of life along Lake Erie. Chris shares how developing a consistent brand voice has helped Visit Erie focus on what truly differentiates the destination instead of trying to appeal to everyone.

Turning Challenges into Lasting Opportunities

Like destinations across the country, Visit Erie faced unprecedented challenges during the COVID-19 pandemic. Chris reflects on how the organization quickly shifted its focus from attracting visitors to supporting local tourism businesses and encouraging residents to reconnect with the outdoor experiences available in their own backyard.

One of the most successful initiatives to emerge from that difficult period was Erie Restaurant Week. What began as a creative response to support local restaurants during a challenging time has grown into a signature annual event that continues to expand each year. Chris shares how moments of adversity can become catalysts for innovation when organizations remain focused on serving both their partners and their communities.

Collaboration as the Foundation for Destination Growth

Throughout the conversation, Chris emphasizes that destination success is built through collaboration. From Visit Erie's long-standing involvement with the Mid-Atlantic Tourism Public Relations Alliance to partnerships that connect multiple destinations along travelers' journeys, he demonstrates how collaboration creates stronger visitor experiences while helping destinations learn from one another.

Chris also discusses how Visit Erie's role within the community continues to evolve. New initiatives like the Local Creator Program invite residents to help tell Erie's story through their own perspectives, creating authentic content that resonates with both visitors and locals. Combined with the ongoing transformation of Erie's Bayfront, these efforts illustrate how destination organizations can strengthen community pride while building sustainable tourism for the future.

Resources:

• Website: VisitErie.com
• LinkedIn: https://www.linkedin.com/in/christine-temple-47223b7/