WEBVTT
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In our last episode, we looked at tourism from the ground up through the lens of Brown County.
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Today we're widening that lens to look at other communities.
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Every community has a story.
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So how do we weave those stories together to tell the story of an entire state?
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Welcome to WePlural.
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Welcome back to We Plural Podcast, Community on Purpose.
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And today I have the distinct honor and privilege to sit down with Amy Howell, who's CEO of the IDDC, which is at the Indiana Destination Development Corporation.
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Or Amy said I had the permission to call it Visit Indiana, as that is their branding campaign.
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Before we start the questions, could you tell us a little bit about yourself, your background, and how you came to be Visit Indiana?
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Sure.
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I spent 20 years in TV News as a producer, all different places.
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Most recently was in Indianapolis.
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Spent some time in Fort Wayne as well.
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And I actually was working on the Bicentennial project for Indiana when I came across the Indiana Office of Tours Tourism Development, which is now IDDC Visit Indiana, same thing, just a name change.
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And they were looking for somebody who knew the state, knew how to tell a good story.
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And I landed there and 10 years later, the rest is history.
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Oh my goodness.
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So I told her when she walked in and I heard all that.
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I said, I think we need to change places because she has all the experience that I'm going to eventually need.
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But I'm so glad you're here.
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And thank you for taking the time to come and share with us today.
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Well, thank you for having me and promoting Indiana.
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Yes.
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And that's exactly what we want to do.
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And that's what we want to talk about today.
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So, how does Indiana, being a smaller state, compete for today's traveler?
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It's difficult being in the Midwest when we have a lot of the same things, but we try to find the uniqueness of Indiana.
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And Brown County, as you mentioned, is an example of that.
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Who has an artist colony in the middle of the state, right?
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Right next door is Columbus with the architecture, you know, I am pay and all those famous artists that come into our state and do these spectacular things, surprises people.
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And that's what we want to do is surprise people and tell them what they can find in Indiana.
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So is there a particular campaign that you're working on right now to expand that story?
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How do you tell that story loud and proud?
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What do you use to tell that story?
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So we market and promote via the seasons because Indiana is all four seasons.
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So uh we do the four seasons plus a fifth.
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So spring, summer, fall, winter, and we add in holiday.
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So that's how we do our marketing campaigns and we pick out the different things for the different seasons to promote to tell what's uniquely Indiana.
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So you have been, have you been to all 92 counties in the state?
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I have.
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Okay.
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What is the difference as you're visiting counties between a county that's thriving and a county that's struggling?
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What have they done differently?
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And what could some of our struggling counties learn from that?
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I think it's all about the destination development.
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It's the products that people have and what you can sell and market to people.
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Um, consumers are very picky about where they go.
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A lot of people visit family and friends when they, you know, take a trip or they're looking for that ideal beach vacation or whatever that is.
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But we need to tell them right in your backyard or right down the road, because we're in the middle of the Midwest, known as Crossroads of America.
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You can hop into a car and within a day to two days' drive, be anywhere in the country.
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So that's how we market to people.
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And, you know, it's all about affordability too.
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The Midwest is so affordable that an experience like at French Lick Resort, you know, a resort somewhere else is going to cost you hundreds to thousands of dollars.
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Whereas you can take a long weekend there and it's it's a drop in the bucket, easy to drive to.
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They just built the new highway there.
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I mean, there's so many different things that you can see and do depending on your tastes.
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Yes.
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And just based on that a little bit, you know, recently we were hard hit with floods, and I know that some of our infrastructure is going to be greatly challenged.
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Do you coordinate with um the other state departments?
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Our infrastructure is being thought about and put back together in a plan for that based on tourism at all?
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Absolutely.
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So we've been in constant contact right now with the Department of Natural Resources, DNR, um, knowing that some of the campgrounds did get flooded.
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And, you know, the state parks, you know, some of the trails probably aren't up to par yet.
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There might be trees down.
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A lot of people without power, things like that.
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So, you know, we'll pause on that part of our marketing campaign.
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Um, and we work with them to let people know, you know, check the website, you know, call ahead, whatever you need to do to make sure that, you know, we're being responsible of our ecosystem.
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Right.
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That's right.
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So also, Amy, I was thinking about this as just because of my experience in Brown County, I have fallen in love with rural America and never ever dreamed that I would say that.
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And I have loved our 10 years down here and it's been so sweet.
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And um, you know, do Hoosiers sometimes sabotage ourselves when we think about Indiana?
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And do you have to overcome that as you think about marketing and the messaging?
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Absolutely.
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We call it humble Hoosiers because Hoosiers are afraid to be loud and proud of what they have to offer, where they live, their schools, their communities, their parks, whatever that is.
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Um, you know, it's really word of mouth.
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And that's what we need.
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We need Hoosiers to talk about the place where they live to invite others to come.
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Which is one of the reasons I wanted to do this podcast.
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But also I remember as a young person, you know, I wanted to go anywhere but Indiana.
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I I was, you know, had the wings to get, and then it's so funny to me that as you grow and you mature, I started really appreciating the things that I didn't as a young person about Indiana.
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And now I look at the soybean fields and the cornfields as they're thriving and they're ready for harvest.
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And I think, oh my gosh, there's so much beauty in that.
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So I'm sure I wasn't a great ambassador for Indiana, maybe as a young adult.
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But, you know, I just think it's it's interesting how we can change and and then look back to appreciate what we've had.
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But I do wonder how hard it is for you to get other hoosiers on board with being ambassadors for the state.
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Perception is a hard thing to change in people.
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And like you said, it came full circle later in life for you.
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And so sometimes that does.
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So we try to also reach the students, whether they're from in-state or out of state, to get off campus and learn about what's in their community.
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And, you know, I say getting to know the people of Indiana is just as important as the destinations because that's what the people's what makes Indiana.
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And it's the who's your hospitality.
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And it sounds like maybe a cliche coming from me or, you know, somebody who's been here all their life, but it it is alive and well.
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And, you know, pure example is I walked into that, everybody knew my name, and I didn't even know some of them.
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So, you know, it's just that welcoming aspect, and that's what we need to do better.
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I remember in my 20s, I used to volunteer for the RCA tennis championships, and then they'd had a professional golf event, a bet um uh crooked stick, and that was a major deal.
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And Indiana always was awarded uh from the professional athletes like best event, and that's because of that who's your hospitality.
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And so now the clay courts are gone, the hardcourt, you know, RCA became what it became RCA hardcourt after the clay courts?
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Yes.
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Okay, so though those are no longer I'm waiting for the pickleball tournaments to start emerging because it seems like tennis is converted to pickleball.
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But, you know, once those kind of events kind of go out into the rearview mirror, is there advanced planning, you know, that we're doing as a state past the 500, past, and I don't think that event will ever that will always be, you know, it's a foundational event for our state.
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But are there there plans for other things like that in the works that you could look five, 10, 20 years out?
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I mean, do you look that far out?
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Absolutely.
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Um, because you know, meeting planners and convention planners and sports tourism and tournament planners, that's how far they're looking ahead.
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So we have to look ahead as well.
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So we actually just had a group of meeting planners um in Indy.
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So we're trying to win their business.
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Um, but the state also supports the FFA that comes every year.
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I mean, Gen Con comes every year.
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There's so many different events that we want to show off that Hoosier hospitality.
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Um, and every region is different.
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You know, Northwest Indiana, they're big in sports.
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They just had recently had a softball tournament just north of Indy, they're hosting the Live Golf Tournament.
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Uh French Lake Resort always hosts a golf tournament as well as Du Bois County.
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Uh golf is big with the Pete Dye Trail here.
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So, you know, we try to capitalize on the name recognition of those Pete Dye golf courses.
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Sure.
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Um, but you know, bringing those meetings and conventions in um is really how we sell ourselves.
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What is the feedback from Gen Con?
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I'm so interested.
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Like, why do they like coming to Indianapolis for that particular convention?
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Because that's a unique, niche crowd.
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It is, but it's Indianapolis is a convention city in itself.
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You know, it's got major sports, it's got restaurants.
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Um, and if you're at the convention center, it's connected to I think four hotels.
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You can get anywhere within five minutes walking distance.
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You don't have to get on a train, you don't have to get on a subway, any of that.
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You don't have to Uber.
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So um, you know, that that's what sets us apart.
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And all of those people that fly into the Indianapolis airport, I mean, it's been ranked, I think seven, eight years running the best mid-airport in the country by Forbes.
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I mean, it's just accolade after accolade for the airport.
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And, you know, they they it's always clean, they put on a good show, it's easy in and out, there's never any trouble.
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And our restaurants that are in Indiana are in the airport as well.
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So if you didn't get to experience it, you can you can have it at the airport.
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It is good eating.
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I recently got delayed on a flight, so I got to reinforce that by having a meal there.
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What is, in your opinion, Indiana's greatest untapped tourism resource?
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Definitely the opportunity is that we have a lot of land that is untapped, and that economic development is part of tourism.
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And I don't think people realize that.
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So, you know, think about it like the field of dreams.
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If you build it, they will come.
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Um, and so if we can build those unique destination assets, then I think more people will come and see what Indiana has to offer.
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So we discuss that a lot when we talk about Brown County because sometimes the residents don't necessarily want all the tourism.
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And at the same time, I don't think they fully have the understanding of what tourism does for the county.
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Can you speak to that as a state?
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And what do you think people don't know that you would like them to know about what tourism does for the state as a whole?
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So I call it other people's money.
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So a visitor is somebody who travels 50 plus miles.
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So that could be in-state.
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If they come 50 plus miles, that is a visitor.
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And so what they're doing is injecting the economy with their money.
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And that money, you know, a portion of that goes back to the state coffers, yes, but it goes into the local community.
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They're eating at your restaurants, they're staying at your hotels, they're shopping in your shops.
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Of course, Brown County is known for its shopping in artist colonies.
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So, you know, those visitors are injecting money.
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That in turn is jobs for people.
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So whether it's the the local gift shop of the nut shop down the corner from here, you know, or or moose from here, doesn't matter.
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People are spending their money, even if they're buying five ice cream cones, they're spending their money.
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And if they're from outside of that 50 mile radius, they are a visitor.
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And so they are boosting the economy, not only wherever they're at in the state, but to the state as a whole.
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Yeah.
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I I couldn't agree more.
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And I just, you know, we we have to find ways to really share that with our residents so they'll be more accepting and welcoming of these new things and and you know, tourism events that that do occur, our mountain biking or our hill.
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What do you call it?
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You're a biker, Travis.
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It's mountain biking.
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Is it mountain biking here?
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Yeah, there's it mountain biking here.
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Okay, yeah.
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I I said it and I'm like, okay, well, we have hills, but is it mountain biking?
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In Brown County, it is.
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Yeah, and and that's growing.
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Yeah, you know, and we have the hilly five or hilly hundred, which has become a very popular race.
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So, yeah, I do think it's important that we find ways to reinvigorate and reinvent ourselves for sure.
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Absolutely.
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So, one of the premises for this podcast was the idea that a stronger community can strengthen a county, uh, stronger counties will strengthen a state, and stronger states make better neighbors.
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Are we a good neighbor to our bordering states?
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And is there any collaboration that goes on between uh, you know, Kentucky, Illinois, Ohio, Michigan?
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Do we do we ever collaborate in tourism at all?
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We do, and I will say we probably do it better than other uh industries.
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And I say that because um, so I'm a member of the State Council of Tourism Directors.
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Um, and so that's all 50 states plus the US, Virgin Islands, Puerto Rico.
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Wow.
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Um, so there's there's only I think 54, 55 of us total.
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Um, so it's a unique position to have.
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Um, but we get together three times a year and we do collaborate.
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We talk about the challenges that we're having.
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Maybe it's funding, uh, maybe it's staffing, you know, whatever it is, a lot of professional development, a lot of sharing of resources.
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We're also a member of the Great Lakes um USA consortium, um, which consists of marketing the Great Lakes State.
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So any state that borders a Great Lakes.
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So, you know, that's mostly international marketing, but we're doing it together because the brand is bigger, because you have so many states that are working together as one to bring people into their communities, which I think is incredible.
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So I feel so excited that to know that you're a part of a larger body that's looking at the same kinds of issues, no matter how big your state is.
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There are a lot of common denominator kinds of issues.
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So, how do you, as the uh leader of tourism for the state of Indiana, how do you cast that vision for particular counties?
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How's that messaging conveyed?
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So, a lot of it is, you know, we're better together.
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It's all about partnerships.
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And I say that from county to county as well.
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Yeah.
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Um, visitors don't know that the county line starts here and ends there, you know.
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So it's about the visit itself and it's about the experience.
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So work together with people in your community, outside your county, with the state, because it's all one goal.
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We're all trying to bring people in and give people experiences.
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I love what you just said that a visitor doesn't see boundary lines, they they see the experience or feel the experience.
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That's really powerful.
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We might have to make that a part of a future campaign because um I feel like the world is changing and that collaboration is becoming more critical across the board.
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And Nashville has the distinct privilege of sitting in the middle, you know, exactly 16 miles to the west side of Columbus and 16 miles to the east side of Bloomington.
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And, you know, we talk about Nashville being the heart of Arts Road 46, which was a designation given to uh us by the state of Indiana in 2012.
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And it's just really hard.
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I think people have been working to strengthen their own communities for so long that sometimes you feel like I don't have enough left over to really extend this collaboration.
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And I I just think for our future, it's gonna be critical.
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I would say absolutely 100%.
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Because if you're not working together and you're only working for yourself, you know, it's it's the old saying, and I'll probably get it wrong, but you know, um, all tides raise all ships, right?
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So it's that that's really the premise.
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And, you know, the way we look at it as a state, a very um, very smart woman from Destinations International, she said it all starts with a visit.
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So a lot of us have adopted that mantra and saying, you know, if we can get somebody to visit, doesn't matter where, they're gonna explore more the next time because we're gonna make that good impression the first time that they're gonna come back.
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They're gonna want to come back.
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They could come back for a visit, they could come back and say, I'm gonna go to school here, I'm going to live here, I'm going to find a job here, I'm going to start my own business here.
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Whatever that is, it has to start with that visit.
00:17:49.759 --> 00:17:54.480
We have to get them here and in the door and welcome them with our Hoosier hospitality first.
00:17:54.720 --> 00:17:55.039
Okay.
00:17:55.200 --> 00:17:58.720
My head's racing with so many other things I want your wisdom on.
00:17:59.039 --> 00:18:09.440
Because you're a fun destination or you're a destination in Indiana, what else is needed to also make that a good place to live and not just a destination?
00:18:09.680 --> 00:18:10.319
Absolutely.
00:18:10.480 --> 00:18:13.119
You, I mean, schools are definitely important.
00:18:13.279 --> 00:18:20.720
Um the topic of child care is also another issue because a lot of people these days have two working parents.
00:18:20.880 --> 00:18:21.119
Right.
00:18:21.279 --> 00:18:27.200
Um, so you know, those are big things, but you know, they want it to be clean, they want it to be safe as well.
00:18:27.359 --> 00:18:33.279
It's just, it's everything you want as a Hoosier yourself, those visitors want to have that feeling as well.
00:18:33.359 --> 00:18:36.960
You want to feel safe and you want to enjoy yourself all at the same time.
00:18:38.079 --> 00:18:39.440
Yeah, for sure.
00:18:39.759 --> 00:18:46.960
So a community like a Brown County doesn't have the amount of resources Indianapolis has.
00:18:47.200 --> 00:18:57.359
Are there ways for smaller rural communities to work with you with financial support, or is it more mentoring and you know, brainstorming?
00:18:57.440 --> 00:19:04.319
How can smaller communities access all the things that you guys have with the IDDC?
00:19:04.559 --> 00:19:05.519
Yeah, absolutely.
00:19:05.680 --> 00:19:10.799
Um, we have something for everyone because we know all 92 counties of Indiana are different.
00:19:10.880 --> 00:19:17.119
Yeah, they they're different the way they're they're funded, they're different the way they're made up, they're different the way they have boards or commissions.
00:19:17.200 --> 00:19:19.440
Everything is different almost in every county.
00:19:19.599 --> 00:19:23.920
And, you know, like for a smaller destination, we make things that are affordable.
00:19:24.079 --> 00:19:28.400
So, you know, we have a lot of free things in earned media.
00:19:28.480 --> 00:19:42.000
Um, we do a lot in earned media um where we invite writers to come in and you know, we have them do what we call, you know, a fam tour or media visit to the destination as well, so they can experience it.
00:19:42.079 --> 00:19:56.640
Um, but getting those writers to write about Indiana speaks more volume than what we can say as a state because people can say, well, they're just the state saying it and say, no, this true journalist, writer, whatever, you know, is saying this about Indiana.
00:19:56.720 --> 00:19:57.519
So it must be true.
00:19:57.599 --> 00:20:11.279
It's just if you were talking to one of your friends and they said, Hey, let's go here in Indiana or let's go here for dinner tonight, you would take their recommendation over something a state entity or government entity says.
00:20:11.519 --> 00:20:12.160
Yeah, 100%.
00:20:12.799 --> 00:20:18.000
So, um, like I said, all levels and we have we have tons of free programs.
00:20:18.160 --> 00:20:22.480
Um, a lot of it is, you know, let us help us help you.
00:20:22.640 --> 00:20:26.400
And so if we don't know what's happening in your community, we can't help promote that.
00:20:26.640 --> 00:20:36.000
And we send out two newsletters a month that go to over 133,000 um vetted subscribers um who want to know what's happening in Indiana.
00:20:36.240 --> 00:20:48.160
So um, you know, that's just one thing to where, you know, we make sure we're covering north, central, south, big or small or medium, and we're pushing those marketing PR messages out there.
00:20:48.480 --> 00:20:50.960
How have you uh garnered that data?
00:20:51.119 --> 00:20:54.079
Is that something, a QR code that you use?
00:20:54.160 --> 00:20:57.359
And is that something other communities could mimic?
00:20:57.599 --> 00:20:58.640
Anything like that?
00:20:58.960 --> 00:21:00.799
I would say it's probably all of the above.
00:21:00.960 --> 00:21:16.240
It's anything from QR code to actual marketing to PR to relationships with other partners that we have, you know, collaborating and building the messaging together for something, even if it's a social post and it's not a paid post, it's just a social post.
00:21:16.480 --> 00:21:18.240
But again, help us help you.
00:21:18.319 --> 00:21:27.599
If we don't know that the farmers market's happening or the festival's happening, whatever it is, we can't tell our people about that.
00:21:27.759 --> 00:21:31.279
And so, you know, I mean, it's it's taken a while to grow.
00:21:31.440 --> 00:21:45.359
Um, I've been there for 10 years and it has grown significantly, but you know, it takes time, but you want the people that will get in their car, will travel somewhere as well, and sometimes have expendable dollars to go someplace.
00:21:45.759 --> 00:21:52.160
So 10 years is uh enough time to see what was working 10 years ago.
00:21:52.319 --> 00:21:58.400
How has what's what's changed for you in 10 years in terms of getting that messaging out?
00:21:58.480 --> 00:21:59.759
I'm guessing social media.
00:22:00.160 --> 00:22:01.839
Is is a big part of that.
00:22:02.000 --> 00:22:08.400
But what are the other changes that you've seen that that maybe haven't been adopted by smaller communities yet?
00:22:08.480 --> 00:22:09.759
And this could maybe help them.
00:22:10.000 --> 00:22:10.319
Yeah.
00:22:10.400 --> 00:22:13.920
I mean, right now we're in the middle of AI transformation.
00:22:14.079 --> 00:22:17.039
Everybody's still playing with it, still trying to figure it out.
00:22:17.359 --> 00:22:19.599
But uh it's gonna become useful.
00:22:19.680 --> 00:22:23.039
Uh my daughter is learning it in school, she's only in junior high.
00:22:23.200 --> 00:22:25.119
I mean, they are teaching it as classes.
00:22:25.279 --> 00:22:27.119
So we have to adapt.
00:22:27.279 --> 00:22:31.599
And, you know, first when I first got there, it was social media that was changing.
00:22:31.680 --> 00:22:35.359
And that's still changing every six months, marketing and promoting changes.
00:22:35.519 --> 00:22:39.839
Um, and so with the development of AI, you know, how can you use that?
00:22:39.920 --> 00:22:42.640
And are you using it in marketing?
00:22:42.960 --> 00:22:44.160
Maybe, maybe not.
00:22:44.400 --> 00:22:48.079
But I will say, you know, it can help in productivity.
00:22:48.240 --> 00:22:52.799
Um, you know, if you're preparing for an interview, let's say you could use it.
00:22:52.960 --> 00:23:02.079
Um, if you're making a PowerPoint, whatever that is, so that way you can spend more time with, you know, the consumers and your stakeholders in your community.
00:23:02.240 --> 00:23:05.519
Um, so it's really That's a really good point.
00:23:05.759 --> 00:23:06.079
It is.
00:23:06.559 --> 00:23:19.519
And for all the you know, negative chatter about, you know, the dangers of AI and but just the very thing that you said is that used responsibly, because it's here to stay, it's not going away.
00:23:19.599 --> 00:23:20.079
Right.
00:23:20.400 --> 00:23:22.559
It it allows you to spend more time.
00:23:22.720 --> 00:23:23.039
Yes.
00:23:23.279 --> 00:23:25.920
You know, whether that's with your family, your consumers.
00:23:26.079 --> 00:23:27.440
I love that you just said that.
00:23:27.839 --> 00:23:30.480
I mean, because that's that's how I will use it.
00:23:30.640 --> 00:23:49.359
Um, because I want to be able to get out, talk to our partners and stakeholders in the community, and you know, whomever wants to have a meeting or, you know, do an interview, whatever it is, just to learn more about the destination and the people, because we can't tell those stories without being there.
00:23:49.440 --> 00:23:53.680
Because once you experience it, you have a better understanding and how to tell the story.
00:23:53.920 --> 00:23:58.799
And sometimes that's a restaurant that's been what family owned for a hundred years.
00:23:59.039 --> 00:24:06.480
Sometimes it's uh a store that has the longest history of storekeeping and being a shop owner.
00:24:06.640 --> 00:24:10.240
So you never know what's in those communities that are such gyms.
00:24:10.480 --> 00:24:23.359
We talked about our pioneer village, and so I'm ashamed to tell you this, but I was probably here two, three years before I even realized we had this little, and I'm like, we are not what this is a gym.
00:24:23.519 --> 00:24:37.920
I mean, it is an amazing little structure area in the middle of our town of Nashville are these cabins of blacksmithy, uh old doctor's office, and a two-sided barn that is there aren't very many left like it.
00:24:38.000 --> 00:24:40.799
I mean, it was a really unusual barn in the day.
00:24:41.039 --> 00:24:42.559
And we have this gym.
00:24:42.640 --> 00:24:51.279
And and so I wonder how many hidden gems are like that in our 92 counties that we don't, you know, majority of us don't know about.
00:24:51.599 --> 00:24:53.279
There are so many stories to tell.
00:24:53.440 --> 00:24:55.119
And I I'll give you one example.
00:24:55.200 --> 00:25:00.400
I was just in Jeffersonville, um, over a hundred years old candy making shop.
00:25:00.559 --> 00:25:23.279
Um, you know, and they still do it, they still do a lot of it by hand and they do demonstrations and then they give you a taste test, and it really runs the gamut of locally owned, in the same family, open for over a hundred years, and uh they also give you the experience, they give you the taste test, and they welcome you to see what they're doing.
00:25:23.440 --> 00:25:26.079
And I think that's what makes all of the difference.
00:25:26.720 --> 00:25:27.200
Wow.
00:25:27.519 --> 00:25:32.480
A hundred years, yes, and that's still same owned in the family, yes, all that time.
00:25:33.039 --> 00:25:33.279
Wow.
00:25:33.519 --> 00:25:34.480
That's really incredible.
00:25:35.359 --> 00:25:37.920
Okay, so you've been to all 92 counties.
00:25:38.160 --> 00:25:46.880
Is there a particular experience or an entity or something that you were introduced to that you're still having that wow?
00:25:47.039 --> 00:25:48.559
I can't believe that's in our state.
00:25:48.720 --> 00:25:53.920
Is is there something that just kind of knocked your socks off when you encountered it?
00:25:54.480 --> 00:25:57.920
I mean, I have all kinds of wow moments and but for different reasons.
00:25:58.160 --> 00:26:04.960
But I will say that I don't pick favorites because I do represent the whole state, but it's different north to south.
00:26:05.119 --> 00:26:12.559
Um, you know, Lake Michigan to the north, Ohio River to the south, and you have everything in between, and that topography changes.
00:26:12.799 --> 00:26:23.519
I mean, you can go from bustling city up by Chicago, drive through the cornfields and the beauty of the agriculture, because agriculture's our calling card, and we should embrace that.
00:26:23.680 --> 00:26:23.920
Absolutely.
00:26:24.160 --> 00:26:34.799
And then you hit the capital city of Indianapolis, and then when you start to come down 65, that's when you hit Columbus, Brown County, Bloomington, and then keep going even further.
00:26:34.880 --> 00:26:39.359
And you hit the rolling hills of the Hoosier National Forest all the way to the higher river.
00:26:39.440 --> 00:26:41.680
I mean, it's just, it's so different.
00:26:41.920 --> 00:26:47.680
And I like I have chills talking about it because it's so different from north to south, even east to west.
00:26:47.759 --> 00:26:52.079
But it's just, it makes you feel proud that we have so much in our economy.
00:26:52.240 --> 00:26:57.519
And I say that within, you know, the business realm and tourism is a business of that.
00:26:57.920 --> 00:27:02.079
But the people that you meet along the way, I mean, I just can't stress that enough.
00:27:02.240 --> 00:27:05.359
It really is about the people and making those connections.
00:27:05.519 --> 00:27:10.400
And so those for me are my wow moments is meeting people along the way.
00:27:10.640 --> 00:27:10.880
Yeah.
00:27:11.200 --> 00:27:15.519
I'm so thankful that the glaciers did their thing here in southern Indiana.
00:27:15.759 --> 00:27:26.960
And there are days when we'll wake up and go, you know, we could be in Kentucky or Tennessee, especially if there's a cloud pattern that's kind of hugging the rolling hills.
00:27:27.440 --> 00:27:35.920
And you're like, oh my gosh, I still can't believe I get to live down here in the beauty of the vistas and the rolling hills.
00:27:36.000 --> 00:27:38.160
And it's not flat, you know, in all areas.
00:27:38.240 --> 00:27:43.359
And I say, I think, thank you, glaciers, for doing your beautiful dance in southern Indiana.
00:27:43.599 --> 00:27:44.240
I love that.
00:27:44.319 --> 00:27:47.440
You just gave us such a, for me, I'm a visual person.
00:27:47.599 --> 00:27:52.480
So I just had such a visual from the top of the state to the bottom of the state.
00:27:52.720 --> 00:27:59.839
And, you know, I wonder, could you talk about, because I'm sure you sit in these meetings of economic development.
00:28:00.160 --> 00:28:06.400
What how big is tourism to the area of economic development in the state of Indiana?
00:28:06.720 --> 00:28:10.559
I will say it depends on who you ask, but since you're asking me, it is a big deal.
00:28:10.799 --> 00:28:13.519
Um I knew you would have the perspective.
00:28:13.759 --> 00:28:14.079
Yes.
00:28:14.160 --> 00:28:20.559
I mean, I have the perspective of, you know, people don't realize that, you know, yes, it is a fun industry.
00:28:20.799 --> 00:28:28.160
Tourism is about, you know, enjoying yourself or RR, whatever that may be, but we're also building ecosystems.
00:28:28.319 --> 00:28:33.279
Um, and that comes a lot from our small businesses, let alone our big businesses.
00:28:33.359 --> 00:28:35.680
Um, we know, we know what a big company can do.
00:28:35.839 --> 00:28:46.240
We know what a Cummins and Eli Lilly and all of that can do for an ecosystem, you know, more jobs, more homes, you know, improvement to our school with the taxes, all of that.
00:28:46.319 --> 00:28:50.160
We know what that, but it's also about the mom and pop shops as well.
00:28:50.240 --> 00:28:55.119
Um, and that's what some people don't realize is that we have to have that balance.
00:28:55.359 --> 00:29:00.319
And so that's why it's important because not everyone is created equal.
00:29:00.480 --> 00:29:02.640
No company or business is created equal.
00:29:03.119 --> 00:29:04.559
And everyone is different.
00:29:04.720 --> 00:29:14.960
And so different experiences from jobs to how they spend their money or where they go on vacation or if they visit friends and relatives.
00:29:15.279 --> 00:29:24.319
So you just never know what's happening in someone's life, and you just have to make sure that you know you're giving them that good first impression.
00:29:24.400 --> 00:29:25.839
And I think that's what's important.
00:29:26.079 --> 00:29:39.839
So when you sit around the table with all the people concerned with economic development and growth, are you represent are you our representative of our hundred-year-old candy makers and our mom and pop shops?
00:29:40.000 --> 00:29:44.240
Because we have a lot of those, you know, down here that are so lovely and fun.
00:29:44.640 --> 00:29:46.480
But are you their ambassador?
00:29:46.720 --> 00:29:48.000
I am always their ambassador.
00:29:48.079 --> 00:29:50.079
I will say there are other ambassadors as well.
00:29:50.240 --> 00:29:50.400
Okay.
00:29:50.640 --> 00:29:56.480
Um, you know, uh, the Office of Entrepreneurship, you know, would be one small business association.
00:29:56.720 --> 00:30:04.000
Indiana Grown is also, you know, big on the local products that are made in Indiana as well.
00:30:04.160 --> 00:30:13.359
So, you know, there's a lot of different seats at the table and different times, different people are there, but we do all try to have the same message is that everyone is important to this ecosystem.
00:30:13.599 --> 00:30:13.920
Yeah.
00:30:14.079 --> 00:30:16.640
I I can see that from your vantage point.
00:30:16.799 --> 00:30:25.279
You really kind of helped shape that for me to see how important it is to consider all things when we talk about the value of tourism.
00:30:25.440 --> 00:30:27.359
It's just a bigger picture, isn't it?
00:30:28.000 --> 00:30:32.319
Um you've given us all so many things to talk about.
00:30:32.480 --> 00:30:33.759
So, two things.
00:30:34.000 --> 00:30:48.880
I want to ask you is there something that I didn't ask you today that you would want um our viewers to know about either the IDDC, visit Indiana, or just tourism in general?
00:30:49.359 --> 00:30:54.640
And two, I like to end every episode with a we plural promise.
00:30:54.799 --> 00:30:56.559
That could be a call to action.
00:30:56.720 --> 00:31:00.559
You know, how do you strengthen your stakeholdership in a community?
00:31:00.640 --> 00:31:17.039
You know, it could be anything that just moves the needle forward to to strengthen communities because I don't think the state of Indiana, you know, we we can't stop until all 92 counties are healthy and thriving.
00:31:17.200 --> 00:31:18.640
I think we have a lot of work to do.
00:31:18.880 --> 00:31:24.559
So we plural promise, and then what didn't I ask you that you would want my viewers to know?
00:31:24.880 --> 00:31:27.599
I think it's a little bit of the same answer for both of those.
00:31:27.680 --> 00:31:27.920
Okay.
00:31:28.079 --> 00:31:34.240
So, you know, get out your megaphone and tell people what you love about Indiana.
00:31:34.400 --> 00:31:42.799
So if somebody asks for directions or somebody is looking for the nearest restaurant or whatever it is, or you know, somebody comes in and says, what is there to do?
00:31:42.960 --> 00:31:46.480
Please don't say nothing because there's so much to discover.
00:31:46.640 --> 00:31:48.559
I mean, I can't stress that enough.
00:31:48.880 --> 00:32:02.000
So put your cheerleader outfit on, get your megaphone, and be proud of whether you just work here, you go to school here, or you live here, or you you came home, you're who's your by choice, whatever that is, you know.
00:32:02.319 --> 00:32:05.920
Tell everybody what Indiana has to offer, spread the good news.
00:32:06.000 --> 00:32:11.519
Um you're calling us to be ambassadors for our community, for our counties, and for our state.
00:32:11.759 --> 00:32:12.079
Absolutely.
00:32:12.319 --> 00:32:13.359
And I was fair.
00:32:13.599 --> 00:32:26.079
And so the other part of that I would say is if you don't know something about the Lake Michigan area, the Ohio River area, and anywhere in between, you know, visit Indiana is the resource.
00:32:26.240 --> 00:32:28.880
You know, we represent all 92 counties.
00:32:28.960 --> 00:32:29.839
We're here to help.
00:32:30.000 --> 00:32:35.440
And then, you know, on a micro level, you have your county CVBs like here in Brown County.
00:32:35.519 --> 00:32:42.720
You know, let's take advantage of the experts in the tourism field and how you can help fuel our economy.
00:32:42.960 --> 00:32:43.839
I love that.
00:32:44.079 --> 00:32:45.440
And that's a challenge.
00:32:45.519 --> 00:32:49.759
I believe every community member can rise up and meet.
00:32:50.000 --> 00:32:51.839
And I cannot thank you enough.
00:32:52.000 --> 00:32:57.759
I feel so proud that you're at the helm of leading uh tourism for the state of Indiana.
00:32:57.839 --> 00:33:00.960
And I'm so glad you're the voice for 92 counties.
00:33:01.119 --> 00:33:07.359
And it sounds like uh your voice is is loud and proud, and you bring a lot of experience and knowledge to it.
00:33:07.519 --> 00:33:11.680
So I think we're very lucky, and I know I'm very fortunate to have had you on today.
00:33:11.759 --> 00:33:13.599
So well, thank you for having me.
00:33:13.759 --> 00:33:19.440
And you know, if you ever want to know anything about Indiana, I'm here for you, even if it's just, you know, a question.
00:33:19.599 --> 00:33:20.559
That's what we're here.
00:33:20.640 --> 00:33:23.839
We're here to help, and we're here to help people discover.
00:33:24.079 --> 00:33:29.519
Is there somebody specific in the office that if people want to reach out or do they do it by email?
00:33:29.599 --> 00:33:32.799
How would they reach out to you for resources?
00:33:33.039 --> 00:33:36.000
Yeah, we do have a visit Indiana General email.
00:33:36.079 --> 00:33:37.119
It's also on our website.
00:33:37.200 --> 00:33:41.279
There's also a phone number uh that goes directly to some folks in our office.
00:33:41.519 --> 00:33:48.240
So, um, and also our travel guide, our travel guide has that information in it as well as plenty, plenty of ideas for travel.
00:33:48.480 --> 00:33:51.920
And those are usually around and free to pick up, correct?
00:33:52.160 --> 00:33:57.680
Absolutely free and in rest areas and at the visitor centers across the state, even libraries.
00:33:57.839 --> 00:33:59.680
So, I mean, they're available.
00:33:59.759 --> 00:34:01.680
If not, you can also order one on the website.
00:34:01.759 --> 00:34:03.039
And again, they are free.
00:34:03.279 --> 00:34:09.519
I think we even have some of those down at our playhouse and some of our um more popular spots.
00:34:09.599 --> 00:34:14.159
So anybody who wants them, we will we will stockpile you with them to hand out.
00:34:14.400 --> 00:34:18.320
Well, you guys, I think you've heard some valuable information today.
00:34:18.559 --> 00:34:22.320
And uh I can't thank you for enough for tuning in.
00:34:22.559 --> 00:34:31.039
And I need to shout out to the Brown County Community Foundation uh for making this particular episode possible.
00:34:31.280 --> 00:34:37.440
Without my sponsorships, I could not bring you fabulous and knowledgeable people like Amy Howell.
00:34:37.599 --> 00:34:50.159
And so thank you, Brown County Foundation, and uh as well as the foundation, I want to thank Pickle on Pen out of Carmel, Indiana, where they are tackling community one match at a time.
00:34:50.400 --> 00:35:04.239
If you guys have not visited Pickle on Pen, they have an incredible restaurant, and they jumped in because they are such community builders and makers, and they wanted to be a part of what uh this broadcast is doing.
00:35:04.320 --> 00:35:06.079
So thank you to Pickle on Pen.
00:35:06.400 --> 00:35:11.679
Thank you for tuning in to We Plural Podcast, Community on Purpose.
00:35:11.760 --> 00:35:15.119
And I can't wait to see you again next week.
00:00:00.400 --> 00:00:07.360
In our last episode, we looked at tourism from the ground up through the lens of Brown County.
00:00:07.599 --> 00:00:12.000
Today we're widening that lens to look at other communities.
00:00:12.160 --> 00:00:14.320
Every community has a story.
00:00:14.480 --> 00:00:21.120
So how do we weave those stories together to tell the story of an entire state?
00:00:21.359 --> 00:00:23.519
Welcome to WePlural.
00:00:28.879 --> 00:00:34.000
Welcome back to We Plural Podcast, Community on Purpose.
00:00:34.240 --> 00:00:45.759
And today I have the distinct honor and privilege to sit down with Amy Howell, who's CEO of the IDDC, which is at the Indiana Destination Development Corporation.
00:00:45.920 --> 00:00:51.520
Or Amy said I had the permission to call it Visit Indiana, as that is their branding campaign.
00:00:51.679 --> 00:00:58.960
Before we start the questions, could you tell us a little bit about yourself, your background, and how you came to be Visit Indiana?
00:00:59.280 --> 00:00:59.520
Sure.
00:00:59.600 --> 00:01:04.959
I spent 20 years in TV News as a producer, all different places.
00:01:05.359 --> 00:01:07.840
Most recently was in Indianapolis.
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Spent some time in Fort Wayne as well.
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And I actually was working on the Bicentennial project for Indiana when I came across the Indiana Office of Tours Tourism Development, which is now IDDC Visit Indiana, same thing, just a name change.
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And they were looking for somebody who knew the state, knew how to tell a good story.
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And I landed there and 10 years later, the rest is history.
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Oh my goodness.
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So I told her when she walked in and I heard all that.
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I said, I think we need to change places because she has all the experience that I'm going to eventually need.
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But I'm so glad you're here.
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And thank you for taking the time to come and share with us today.
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Well, thank you for having me and promoting Indiana.
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Yes.
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And that's exactly what we want to do.
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And that's what we want to talk about today.
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So, how does Indiana, being a smaller state, compete for today's traveler?
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It's difficult being in the Midwest when we have a lot of the same things, but we try to find the uniqueness of Indiana.
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And Brown County, as you mentioned, is an example of that.
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Who has an artist colony in the middle of the state, right?
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Right next door is Columbus with the architecture, you know, I am pay and all those famous artists that come into our state and do these spectacular things, surprises people.
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And that's what we want to do is surprise people and tell them what they can find in Indiana.
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So is there a particular campaign that you're working on right now to expand that story?
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How do you tell that story loud and proud?
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What do you use to tell that story?
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So we market and promote via the seasons because Indiana is all four seasons.
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So uh we do the four seasons plus a fifth.
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So spring, summer, fall, winter, and we add in holiday.
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So that's how we do our marketing campaigns and we pick out the different things for the different seasons to promote to tell what's uniquely Indiana.
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So you have been, have you been to all 92 counties in the state?
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I have.
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Okay.
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What is the difference as you're visiting counties between a county that's thriving and a county that's struggling?
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What have they done differently?
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And what could some of our struggling counties learn from that?
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I think it's all about the destination development.
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It's the products that people have and what you can sell and market to people.
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Um, consumers are very picky about where they go.
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A lot of people visit family and friends when they, you know, take a trip or they're looking for that ideal beach vacation or whatever that is.
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But we need to tell them right in your backyard or right down the road, because we're in the middle of the Midwest, known as Crossroads of America.
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You can hop into a car and within a day to two days' drive, be anywhere in the country.
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So that's how we market to people.
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And, you know, it's all about affordability too.
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The Midwest is so affordable that an experience like at French Lick Resort, you know, a resort somewhere else is going to cost you hundreds to thousands of dollars.
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Whereas you can take a long weekend there and it's it's a drop in the bucket, easy to drive to.
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They just built the new highway there.
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I mean, there's so many different things that you can see and do depending on your tastes.
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Yes.
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And just based on that a little bit, you know, recently we were hard hit with floods, and I know that some of our infrastructure is going to be greatly challenged.
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Do you coordinate with um the other state departments?
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Our infrastructure is being thought about and put back together in a plan for that based on tourism at all?
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Absolutely.
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So we've been in constant contact right now with the Department of Natural Resources, DNR, um, knowing that some of the campgrounds did get flooded.
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And, you know, the state parks, you know, some of the trails probably aren't up to par yet.
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There might be trees down.
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A lot of people without power, things like that.
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So, you know, we'll pause on that part of our marketing campaign.
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Um, and we work with them to let people know, you know, check the website, you know, call ahead, whatever you need to do to make sure that, you know, we're being responsible of our ecosystem.
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Right.
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That's right.
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So also, Amy, I was thinking about this as just because of my experience in Brown County, I have fallen in love with rural America and never ever dreamed that I would say that.
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And I have loved our 10 years down here and it's been so sweet.
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And um, you know, do Hoosiers sometimes sabotage ourselves when we think about Indiana?
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And do you have to overcome that as you think about marketing and the messaging?
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Absolutely.
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We call it humble Hoosiers because Hoosiers are afraid to be loud and proud of what they have to offer, where they live, their schools, their communities, their parks, whatever that is.
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Um, you know, it's really word of mouth.
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And that's what we need.
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We need Hoosiers to talk about the place where they live to invite others to come.
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Which is one of the reasons I wanted to do this podcast.
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But also I remember as a young person, you know, I wanted to go anywhere but Indiana.
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I I was, you know, had the wings to get, and then it's so funny to me that as you grow and you mature, I started really appreciating the things that I didn't as a young person about Indiana.
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And now I look at the soybean fields and the cornfields as they're thriving and they're ready for harvest.
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And I think, oh my gosh, there's so much beauty in that.
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So I'm sure I wasn't a great ambassador for Indiana, maybe as a young adult.
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But, you know, I just think it's it's interesting how we can change and and then look back to appreciate what we've had.
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But I do wonder how hard it is for you to get other hoosiers on board with being ambassadors for the state.
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Perception is a hard thing to change in people.
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And like you said, it came full circle later in life for you.
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And so sometimes that does.
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So we try to also reach the students, whether they're from in-state or out of state, to get off campus and learn about what's in their community.
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And, you know, I say getting to know the people of Indiana is just as important as the destinations because that's what the people's what makes Indiana.
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And it's the who's your hospitality.
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And it sounds like maybe a cliche coming from me or, you know, somebody who's been here all their life, but it it is alive and well.
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And, you know, pure example is I walked into that, everybody knew my name, and I didn't even know some of them.
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So, you know, it's just that welcoming aspect, and that's what we need to do better.
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I remember in my 20s, I used to volunteer for the RCA tennis championships, and then they'd had a professional golf event, a bet um uh crooked stick, and that was a major deal.
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And Indiana always was awarded uh from the professional athletes like best event, and that's because of that who's your hospitality.
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And so now the clay courts are gone, the hardcourt, you know, RCA became what it became RCA hardcourt after the clay courts?
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Yes.
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Okay, so though those are no longer I'm waiting for the pickleball tournaments to start emerging because it seems like tennis is converted to pickleball.
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But, you know, once those kind of events kind of go out into the rearview mirror, is there advanced planning, you know, that we're doing as a state past the 500, past, and I don't think that event will ever that will always be, you know, it's a foundational event for our state.
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But are there there plans for other things like that in the works that you could look five, 10, 20 years out?
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I mean, do you look that far out?
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Absolutely.
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Um, because you know, meeting planners and convention planners and sports tourism and tournament planners, that's how far they're looking ahead.
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So we have to look ahead as well.
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So we actually just had a group of meeting planners um in Indy.
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So we're trying to win their business.
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Um, but the state also supports the FFA that comes every year.
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I mean, Gen Con comes every year.
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There's so many different events that we want to show off that Hoosier hospitality.
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Um, and every region is different.
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You know, Northwest Indiana, they're big in sports.
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They just had recently had a softball tournament just north of Indy, they're hosting the Live Golf Tournament.
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Uh French Lake Resort always hosts a golf tournament as well as Du Bois County.
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Uh golf is big with the Pete Dye Trail here.
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So, you know, we try to capitalize on the name recognition of those Pete Dye golf courses.
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Sure.
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Um, but you know, bringing those meetings and conventions in um is really how we sell ourselves.
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What is the feedback from Gen Con?
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I'm so interested.
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Like, why do they like coming to Indianapolis for that particular convention?
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Because that's a unique, niche crowd.
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It is, but it's Indianapolis is a convention city in itself.
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You know, it's got major sports, it's got restaurants.
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Um, and if you're at the convention center, it's connected to I think four hotels.
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You can get anywhere within five minutes walking distance.
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You don't have to get on a train, you don't have to get on a subway, any of that.
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You don't have to Uber.
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So um, you know, that that's what sets us apart.
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And all of those people that fly into the Indianapolis airport, I mean, it's been ranked, I think seven, eight years running the best mid-airport in the country by Forbes.
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I mean, it's just accolade after accolade for the airport.
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And, you know, they they it's always clean, they put on a good show, it's easy in and out, there's never any trouble.
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And our restaurants that are in Indiana are in the airport as well.
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So if you didn't get to experience it, you can you can have it at the airport.
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It is good eating.
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I recently got delayed on a flight, so I got to reinforce that by having a meal there.
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What is, in your opinion, Indiana's greatest untapped tourism resource?
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Definitely the opportunity is that we have a lot of land that is untapped, and that economic development is part of tourism.
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And I don't think people realize that.
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So, you know, think about it like the field of dreams.
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If you build it, they will come.
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Um, and so if we can build those unique destination assets, then I think more people will come and see what Indiana has to offer.
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So we discuss that a lot when we talk about Brown County because sometimes the residents don't necessarily want all the tourism.
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And at the same time, I don't think they fully have the understanding of what tourism does for the county.
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Can you speak to that as a state?
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And what do you think people don't know that you would like them to know about what tourism does for the state as a whole?
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So I call it other people's money.
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So a visitor is somebody who travels 50 plus miles.
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So that could be in-state.
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If they come 50 plus miles, that is a visitor.
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And so what they're doing is injecting the economy with their money.
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And that money, you know, a portion of that goes back to the state coffers, yes, but it goes into the local community.
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They're eating at your restaurants, they're staying at your hotels, they're shopping in your shops.
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Of course, Brown County is known for its shopping in artist colonies.
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So, you know, those visitors are injecting money.
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That in turn is jobs for people.
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So whether it's the the local gift shop of the nut shop down the corner from here, you know, or or moose from here, doesn't matter.
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People are spending their money, even if they're buying five ice cream cones, they're spending their money.
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And if they're from outside of that 50 mile radius, they are a visitor.
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And so they are boosting the economy, not only wherever they're at in the state, but to the state as a whole.
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Yeah.
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I I couldn't agree more.
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And I just, you know, we we have to find ways to really share that with our residents so they'll be more accepting and welcoming of these new things and and you know, tourism events that that do occur, our mountain biking or our hill.
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What do you call it?
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You're a biker, Travis.
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It's mountain biking.
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Is it mountain biking here?
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Yeah, there's it mountain biking here.
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Okay, yeah.
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I I said it and I'm like, okay, well, we have hills, but is it mountain biking?
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In Brown County, it is.
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Yeah, and and that's growing.
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Yeah, you know, and we have the hilly five or hilly hundred, which has become a very popular race.
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So, yeah, I do think it's important that we find ways to reinvigorate and reinvent ourselves for sure.
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Absolutely.
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So, one of the premises for this podcast was the idea that a stronger community can strengthen a county, uh, stronger counties will strengthen a state, and stronger states make better neighbors.
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Are we a good neighbor to our bordering states?
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And is there any collaboration that goes on between uh, you know, Kentucky, Illinois, Ohio, Michigan?
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Do we do we ever collaborate in tourism at all?
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We do, and I will say we probably do it better than other uh industries.
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And I say that because um, so I'm a member of the State Council of Tourism Directors.
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Um, and so that's all 50 states plus the US, Virgin Islands, Puerto Rico.
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Wow.
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Um, so there's there's only I think 54, 55 of us total.
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Um, so it's a unique position to have.
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Um, but we get together three times a year and we do collaborate.
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We talk about the challenges that we're having.
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Maybe it's funding, uh, maybe it's staffing, you know, whatever it is, a lot of professional development, a lot of sharing of resources.
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We're also a member of the Great Lakes um USA consortium, um, which consists of marketing the Great Lakes State.
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So any state that borders a Great Lakes.
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So, you know, that's mostly international marketing, but we're doing it together because the brand is bigger, because you have so many states that are working together as one to bring people into their communities, which I think is incredible.
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So I feel so excited that to know that you're a part of a larger body that's looking at the same kinds of issues, no matter how big your state is.
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There are a lot of common denominator kinds of issues.
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So, how do you, as the uh leader of tourism for the state of Indiana, how do you cast that vision for particular counties?
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How's that messaging conveyed?
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So, a lot of it is, you know, we're better together.
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It's all about partnerships.
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And I say that from county to county as well.
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Yeah.
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Um, visitors don't know that the county line starts here and ends there, you know.
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So it's about the visit itself and it's about the experience.
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So work together with people in your community, outside your county, with the state, because it's all one goal.
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We're all trying to bring people in and give people experiences.
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I love what you just said that a visitor doesn't see boundary lines, they they see the experience or feel the experience.
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That's really powerful.
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We might have to make that a part of a future campaign because um I feel like the world is changing and that collaboration is becoming more critical across the board.
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And Nashville has the distinct privilege of sitting in the middle, you know, exactly 16 miles to the west side of Columbus and 16 miles to the east side of Bloomington.
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And, you know, we talk about Nashville being the heart of Arts Road 46, which was a designation given to uh us by the state of Indiana in 2012.
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And it's just really hard.
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I think people have been working to strengthen their own communities for so long that sometimes you feel like I don't have enough left over to really extend this collaboration.
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And I I just think for our future, it's gonna be critical.
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I would say absolutely 100%.
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Because if you're not working together and you're only working for yourself, you know, it's it's the old saying, and I'll probably get it wrong, but you know, um, all tides raise all ships, right?
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So it's that that's really the premise.
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And, you know, the way we look at it as a state, a very um, very smart woman from Destinations International, she said it all starts with a visit.
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So a lot of us have adopted that mantra and saying, you know, if we can get somebody to visit, doesn't matter where, they're gonna explore more the next time because we're gonna make that good impression the first time that they're gonna come back.
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They're gonna want to come back.
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They could come back for a visit, they could come back and say, I'm gonna go to school here, I'm going to live here, I'm going to find a job here, I'm going to start my own business here.
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Whatever that is, it has to start with that visit.
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We have to get them here and in the door and welcome them with our Hoosier hospitality first.
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Okay.
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My head's racing with so many other things I want your wisdom on.
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Because you're a fun destination or you're a destination in Indiana, what else is needed to also make that a good place to live and not just a destination?
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Absolutely.
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You, I mean, schools are definitely important.
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Um the topic of child care is also another issue because a lot of people these days have two working parents.
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Right.
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Um, so you know, those are big things, but you know, they want it to be clean, they want it to be safe as well.
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It's just, it's everything you want as a Hoosier yourself, those visitors want to have that feeling as well.
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You want to feel safe and you want to enjoy yourself all at the same time.
00:18:38.079 --> 00:18:39.440
Yeah, for sure.
00:18:39.759 --> 00:18:46.960
So a community like a Brown County doesn't have the amount of resources Indianapolis has.
00:18:47.200 --> 00:18:57.359
Are there ways for smaller rural communities to work with you with financial support, or is it more mentoring and you know, brainstorming?
00:18:57.440 --> 00:19:04.319
How can smaller communities access all the things that you guys have with the IDDC?
00:19:04.559 --> 00:19:05.519
Yeah, absolutely.
00:19:05.680 --> 00:19:10.799
Um, we have something for everyone because we know all 92 counties of Indiana are different.
00:19:10.880 --> 00:19:17.119
Yeah, they they're different the way they're they're funded, they're different the way they're made up, they're different the way they have boards or commissions.
00:19:17.200 --> 00:19:19.440
Everything is different almost in every county.
00:19:19.599 --> 00:19:23.920
And, you know, like for a smaller destination, we make things that are affordable.
00:19:24.079 --> 00:19:28.400
So, you know, we have a lot of free things in earned media.
00:19:28.480 --> 00:19:42.000
Um, we do a lot in earned media um where we invite writers to come in and you know, we have them do what we call, you know, a fam tour or media visit to the destination as well, so they can experience it.
00:19:42.079 --> 00:19:56.640
Um, but getting those writers to write about Indiana speaks more volume than what we can say as a state because people can say, well, they're just the state saying it and say, no, this true journalist, writer, whatever, you know, is saying this about Indiana.
00:19:56.720 --> 00:19:57.519
So it must be true.
00:19:57.599 --> 00:20:11.279
It's just if you were talking to one of your friends and they said, Hey, let's go here in Indiana or let's go here for dinner tonight, you would take their recommendation over something a state entity or government entity says.
00:20:11.519 --> 00:20:12.160
Yeah, 100%.
00:20:12.799 --> 00:20:18.000
So, um, like I said, all levels and we have we have tons of free programs.
00:20:18.160 --> 00:20:22.480
Um, a lot of it is, you know, let us help us help you.
00:20:22.640 --> 00:20:26.400
And so if we don't know what's happening in your community, we can't help promote that.
00:20:26.640 --> 00:20:36.000
And we send out two newsletters a month that go to over 133,000 um vetted subscribers um who want to know what's happening in Indiana.
00:20:36.240 --> 00:20:48.160
So um, you know, that's just one thing to where, you know, we make sure we're covering north, central, south, big or small or medium, and we're pushing those marketing PR messages out there.
00:20:48.480 --> 00:20:50.960
How have you uh garnered that data?
00:20:51.119 --> 00:20:54.079
Is that something, a QR code that you use?
00:20:54.160 --> 00:20:57.359
And is that something other communities could mimic?
00:20:57.599 --> 00:20:58.640
Anything like that?
00:20:58.960 --> 00:21:00.799
I would say it's probably all of the above.
00:21:00.960 --> 00:21:16.240
It's anything from QR code to actual marketing to PR to relationships with other partners that we have, you know, collaborating and building the messaging together for something, even if it's a social post and it's not a paid post, it's just a social post.
00:21:16.480 --> 00:21:18.240
But again, help us help you.
00:21:18.319 --> 00:21:27.599
If we don't know that the farmers market's happening or the festival's happening, whatever it is, we can't tell our people about that.
00:21:27.759 --> 00:21:31.279
And so, you know, I mean, it's it's taken a while to grow.
00:21:31.440 --> 00:21:45.359
Um, I've been there for 10 years and it has grown significantly, but you know, it takes time, but you want the people that will get in their car, will travel somewhere as well, and sometimes have expendable dollars to go someplace.
00:21:45.759 --> 00:21:52.160
So 10 years is uh enough time to see what was working 10 years ago.
00:21:52.319 --> 00:21:58.400
How has what's what's changed for you in 10 years in terms of getting that messaging out?
00:21:58.480 --> 00:21:59.759
I'm guessing social media.
00:22:00.160 --> 00:22:01.839
Is is a big part of that.
00:22:02.000 --> 00:22:08.400
But what are the other changes that you've seen that that maybe haven't been adopted by smaller communities yet?
00:22:08.480 --> 00:22:09.759
And this could maybe help them.
00:22:10.000 --> 00:22:10.319
Yeah.
00:22:10.400 --> 00:22:13.920
I mean, right now we're in the middle of AI transformation.
00:22:14.079 --> 00:22:17.039
Everybody's still playing with it, still trying to figure it out.
00:22:17.359 --> 00:22:19.599
But uh it's gonna become useful.
00:22:19.680 --> 00:22:23.039
Uh my daughter is learning it in school, she's only in junior high.
00:22:23.200 --> 00:22:25.119
I mean, they are teaching it as classes.
00:22:25.279 --> 00:22:27.119
So we have to adapt.
00:22:27.279 --> 00:22:31.599
And, you know, first when I first got there, it was social media that was changing.
00:22:31.680 --> 00:22:35.359
And that's still changing every six months, marketing and promoting changes.
00:22:35.519 --> 00:22:39.839
Um, and so with the development of AI, you know, how can you use that?
00:22:39.920 --> 00:22:42.640
And are you using it in marketing?
00:22:42.960 --> 00:22:44.160
Maybe, maybe not.
00:22:44.400 --> 00:22:48.079
But I will say, you know, it can help in productivity.
00:22:48.240 --> 00:22:52.799
Um, you know, if you're preparing for an interview, let's say you could use it.
00:22:52.960 --> 00:23:02.079
Um, if you're making a PowerPoint, whatever that is, so that way you can spend more time with, you know, the consumers and your stakeholders in your community.
00:23:02.240 --> 00:23:05.519
Um, so it's really That's a really good point.
00:23:05.759 --> 00:23:06.079
It is.
00:23:06.559 --> 00:23:19.519
And for all the you know, negative chatter about, you know, the dangers of AI and but just the very thing that you said is that used responsibly, because it's here to stay, it's not going away.
00:23:19.599 --> 00:23:20.079
Right.
00:23:20.400 --> 00:23:22.559
It it allows you to spend more time.
00:23:22.720 --> 00:23:23.039
Yes.
00:23:23.279 --> 00:23:25.920
You know, whether that's with your family, your consumers.
00:23:26.079 --> 00:23:27.440
I love that you just said that.
00:23:27.839 --> 00:23:30.480
I mean, because that's that's how I will use it.
00:23:30.640 --> 00:23:49.359
Um, because I want to be able to get out, talk to our partners and stakeholders in the community, and you know, whomever wants to have a meeting or, you know, do an interview, whatever it is, just to learn more about the destination and the people, because we can't tell those stories without being there.
00:23:49.440 --> 00:23:53.680
Because once you experience it, you have a better understanding and how to tell the story.
00:23:53.920 --> 00:23:58.799
And sometimes that's a restaurant that's been what family owned for a hundred years.
00:23:59.039 --> 00:24:06.480
Sometimes it's uh a store that has the longest history of storekeeping and being a shop owner.
00:24:06.640 --> 00:24:10.240
So you never know what's in those communities that are such gyms.
00:24:10.480 --> 00:24:23.359
We talked about our pioneer village, and so I'm ashamed to tell you this, but I was probably here two, three years before I even realized we had this little, and I'm like, we are not what this is a gym.
00:24:23.519 --> 00:24:37.920
I mean, it is an amazing little structure area in the middle of our town of Nashville are these cabins of blacksmithy, uh old doctor's office, and a two-sided barn that is there aren't very many left like it.
00:24:38.000 --> 00:24:40.799
I mean, it was a really unusual barn in the day.
00:24:41.039 --> 00:24:42.559
And we have this gym.
00:24:42.640 --> 00:24:51.279
And and so I wonder how many hidden gems are like that in our 92 counties that we don't, you know, majority of us don't know about.
00:24:51.599 --> 00:24:53.279
There are so many stories to tell.
00:24:53.440 --> 00:24:55.119
And I I'll give you one example.
00:24:55.200 --> 00:25:00.400
I was just in Jeffersonville, um, over a hundred years old candy making shop.
00:25:00.559 --> 00:25:23.279
Um, you know, and they still do it, they still do a lot of it by hand and they do demonstrations and then they give you a taste test, and it really runs the gamut of locally owned, in the same family, open for over a hundred years, and uh they also give you the experience, they give you the taste test, and they welcome you to see what they're doing.
00:25:23.440 --> 00:25:26.079
And I think that's what makes all of the difference.
00:25:26.720 --> 00:25:27.200
Wow.
00:25:27.519 --> 00:25:32.480
A hundred years, yes, and that's still same owned in the family, yes, all that time.
00:25:33.039 --> 00:25:33.279
Wow.
00:25:33.519 --> 00:25:34.480
That's really incredible.
00:25:35.359 --> 00:25:37.920
Okay, so you've been to all 92 counties.
00:25:38.160 --> 00:25:46.880
Is there a particular experience or an entity or something that you were introduced to that you're still having that wow?
00:25:47.039 --> 00:25:48.559
I can't believe that's in our state.
00:25:48.720 --> 00:25:53.920
Is is there something that just kind of knocked your socks off when you encountered it?
00:25:54.480 --> 00:25:57.920
I mean, I have all kinds of wow moments and but for different reasons.
00:25:58.160 --> 00:26:04.960
But I will say that I don't pick favorites because I do represent the whole state, but it's different north to south.
00:26:05.119 --> 00:26:12.559
Um, you know, Lake Michigan to the north, Ohio River to the south, and you have everything in between, and that topography changes.
00:26:12.799 --> 00:26:23.519
I mean, you can go from bustling city up by Chicago, drive through the cornfields and the beauty of the agriculture, because agriculture's our calling card, and we should embrace that.
00:26:23.680 --> 00:26:23.920
Absolutely.
00:26:24.160 --> 00:26:34.799
And then you hit the capital city of Indianapolis, and then when you start to come down 65, that's when you hit Columbus, Brown County, Bloomington, and then keep going even further.
00:26:34.880 --> 00:26:39.359
And you hit the rolling hills of the Hoosier National Forest all the way to the higher river.
00:26:39.440 --> 00:26:41.680
I mean, it's just, it's so different.
00:26:41.920 --> 00:26:47.680
And I like I have chills talking about it because it's so different from north to south, even east to west.
00:26:47.759 --> 00:26:52.079
But it's just, it makes you feel proud that we have so much in our economy.
00:26:52.240 --> 00:26:57.519
And I say that within, you know, the business realm and tourism is a business of that.
00:26:57.920 --> 00:27:02.079
But the people that you meet along the way, I mean, I just can't stress that enough.
00:27:02.240 --> 00:27:05.359
It really is about the people and making those connections.
00:27:05.519 --> 00:27:10.400
And so those for me are my wow moments is meeting people along the way.
00:27:10.640 --> 00:27:10.880
Yeah.
00:27:11.200 --> 00:27:15.519
I'm so thankful that the glaciers did their thing here in southern Indiana.
00:27:15.759 --> 00:27:26.960
And there are days when we'll wake up and go, you know, we could be in Kentucky or Tennessee, especially if there's a cloud pattern that's kind of hugging the rolling hills.
00:27:27.440 --> 00:27:35.920
And you're like, oh my gosh, I still can't believe I get to live down here in the beauty of the vistas and the rolling hills.
00:27:36.000 --> 00:27:38.160
And it's not flat, you know, in all areas.
00:27:38.240 --> 00:27:43.359
And I say, I think, thank you, glaciers, for doing your beautiful dance in southern Indiana.
00:27:43.599 --> 00:27:44.240
I love that.
00:27:44.319 --> 00:27:47.440
You just gave us such a, for me, I'm a visual person.
00:27:47.599 --> 00:27:52.480
So I just had such a visual from the top of the state to the bottom of the state.
00:27:52.720 --> 00:27:59.839
And, you know, I wonder, could you talk about, because I'm sure you sit in these meetings of economic development.
00:28:00.160 --> 00:28:06.400
What how big is tourism to the area of economic development in the state of Indiana?
00:28:06.720 --> 00:28:10.559
I will say it depends on who you ask, but since you're asking me, it is a big deal.
00:28:10.799 --> 00:28:13.519
Um I knew you would have the perspective.
00:28:13.759 --> 00:28:14.079
Yes.
00:28:14.160 --> 00:28:20.559
I mean, I have the perspective of, you know, people don't realize that, you know, yes, it is a fun industry.
00:28:20.799 --> 00:28:28.160
Tourism is about, you know, enjoying yourself or RR, whatever that may be, but we're also building ecosystems.
00:28:28.319 --> 00:28:33.279
Um, and that comes a lot from our small businesses, let alone our big businesses.
00:28:33.359 --> 00:28:35.680
Um, we know, we know what a big company can do.
00:28:35.839 --> 00:28:46.240
We know what a Cummins and Eli Lilly and all of that can do for an ecosystem, you know, more jobs, more homes, you know, improvement to our school with the taxes, all of that.
00:28:46.319 --> 00:28:50.160
We know what that, but it's also about the mom and pop shops as well.
00:28:50.240 --> 00:28:55.119
Um, and that's what some people don't realize is that we have to have that balance.
00:28:55.359 --> 00:29:00.319
And so that's why it's important because not everyone is created equal.
00:29:00.480 --> 00:29:02.640
No company or business is created equal.
00:29:03.119 --> 00:29:04.559
And everyone is different.
00:29:04.720 --> 00:29:14.960
And so different experiences from jobs to how they spend their money or where they go on vacation or if they visit friends and relatives.
00:29:15.279 --> 00:29:24.319
So you just never know what's happening in someone's life, and you just have to make sure that you know you're giving them that good first impression.
00:29:24.400 --> 00:29:25.839
And I think that's what's important.
00:29:26.079 --> 00:29:39.839
So when you sit around the table with all the people concerned with economic development and growth, are you represent are you our representative of our hundred-year-old candy makers and our mom and pop shops?
00:29:40.000 --> 00:29:44.240
Because we have a lot of those, you know, down here that are so lovely and fun.
00:29:44.640 --> 00:29:46.480
But are you their ambassador?
00:29:46.720 --> 00:29:48.000
I am always their ambassador.
00:29:48.079 --> 00:29:50.079
I will say there are other ambassadors as well.
00:29:50.240 --> 00:29:50.400
Okay.
00:29:50.640 --> 00:29:56.480
Um, you know, uh, the Office of Entrepreneurship, you know, would be one small business association.
00:29:56.720 --> 00:30:04.000
Indiana Grown is also, you know, big on the local products that are made in Indiana as well.
00:30:04.160 --> 00:30:13.359
So, you know, there's a lot of different seats at the table and different times, different people are there, but we do all try to have the same message is that everyone is important to this ecosystem.
00:30:13.599 --> 00:30:13.920
Yeah.
00:30:14.079 --> 00:30:16.640
I I can see that from your vantage point.
00:30:16.799 --> 00:30:25.279
You really kind of helped shape that for me to see how important it is to consider all things when we talk about the value of tourism.
00:30:25.440 --> 00:30:27.359
It's just a bigger picture, isn't it?
00:30:28.000 --> 00:30:32.319
Um you've given us all so many things to talk about.
00:30:32.480 --> 00:30:33.759
So, two things.
00:30:34.000 --> 00:30:48.880
I want to ask you is there something that I didn't ask you today that you would want um our viewers to know about either the IDDC, visit Indiana, or just tourism in general?
00:30:49.359 --> 00:30:54.640
And two, I like to end every episode with a we plural promise.
00:30:54.799 --> 00:30:56.559
That could be a call to action.
00:30:56.720 --> 00:31:00.559
You know, how do you strengthen your stakeholdership in a community?
00:31:00.640 --> 00:31:17.039
You know, it could be anything that just moves the needle forward to to strengthen communities because I don't think the state of Indiana, you know, we we can't stop until all 92 counties are healthy and thriving.
00:31:17.200 --> 00:31:18.640
I think we have a lot of work to do.
00:31:18.880 --> 00:31:24.559
So we plural promise, and then what didn't I ask you that you would want my viewers to know?
00:31:24.880 --> 00:31:27.599
I think it's a little bit of the same answer for both of those.
00:31:27.680 --> 00:31:27.920
Okay.
00:31:28.079 --> 00:31:34.240
So, you know, get out your megaphone and tell people what you love about Indiana.
00:31:34.400 --> 00:31:42.799
So if somebody asks for directions or somebody is looking for the nearest restaurant or whatever it is, or you know, somebody comes in and says, what is there to do?
00:31:42.960 --> 00:31:46.480
Please don't say nothing because there's so much to discover.
00:31:46.640 --> 00:31:48.559
I mean, I can't stress that enough.
00:31:48.880 --> 00:32:02.000
So put your cheerleader outfit on, get your megaphone, and be proud of whether you just work here, you go to school here, or you live here, or you you came home, you're who's your by choice, whatever that is, you know.
00:32:02.319 --> 00:32:05.920
Tell everybody what Indiana has to offer, spread the good news.
00:32:06.000 --> 00:32:11.519
Um you're calling us to be ambassadors for our community, for our counties, and for our state.
00:32:11.759 --> 00:32:12.079
Absolutely.
00:32:12.319 --> 00:32:13.359
And I was fair.
00:32:13.599 --> 00:32:26.079
And so the other part of that I would say is if you don't know something about the Lake Michigan area, the Ohio River area, and anywhere in between, you know, visit Indiana is the resource.
00:32:26.240 --> 00:32:28.880
You know, we represent all 92 counties.
00:32:28.960 --> 00:32:29.839
We're here to help.
00:32:30.000 --> 00:32:35.440
And then, you know, on a micro level, you have your county CVBs like here in Brown County.
00:32:35.519 --> 00:32:42.720
You know, let's take advantage of the experts in the tourism field and how you can help fuel our economy.
00:32:42.960 --> 00:32:43.839
I love that.
00:32:44.079 --> 00:32:45.440
And that's a challenge.
00:32:45.519 --> 00:32:49.759
I believe every community member can rise up and meet.
00:32:50.000 --> 00:32:51.839
And I cannot thank you enough.
00:32:52.000 --> 00:32:57.759
I feel so proud that you're at the helm of leading uh tourism for the state of Indiana.
00:32:57.839 --> 00:33:00.960
And I'm so glad you're the voice for 92 counties.
00:33:01.119 --> 00:33:07.359
And it sounds like uh your voice is is loud and proud, and you bring a lot of experience and knowledge to it.
00:33:07.519 --> 00:33:11.680
So I think we're very lucky, and I know I'm very fortunate to have had you on today.
00:33:11.759 --> 00:33:13.599
So well, thank you for having me.
00:33:13.759 --> 00:33:19.440
And you know, if you ever want to know anything about Indiana, I'm here for you, even if it's just, you know, a question.
00:33:19.599 --> 00:33:20.559
That's what we're here.
00:33:20.640 --> 00:33:23.839
We're here to help, and we're here to help people discover.
00:33:24.079 --> 00:33:29.519
Is there somebody specific in the office that if people want to reach out or do they do it by email?
00:33:29.599 --> 00:33:32.799
How would they reach out to you for resources?
00:33:33.039 --> 00:33:36.000
Yeah, we do have a visit Indiana General email.
00:33:36.079 --> 00:33:37.119
It's also on our website.
00:33:37.200 --> 00:33:41.279
There's also a phone number uh that goes directly to some folks in our office.
00:33:41.519 --> 00:33:48.240
So, um, and also our travel guide, our travel guide has that information in it as well as plenty, plenty of ideas for travel.
00:33:48.480 --> 00:33:51.920
And those are usually around and free to pick up, correct?
00:33:52.160 --> 00:33:57.680
Absolutely free and in rest areas and at the visitor centers across the state, even libraries.
00:33:57.839 --> 00:33:59.680
So, I mean, they're available.
00:33:59.759 --> 00:34:01.680
If not, you can also order one on the website.
00:34:01.759 --> 00:34:03.039
And again, they are free.
00:34:03.279 --> 00:34:09.519
I think we even have some of those down at our playhouse and some of our um more popular spots.
00:34:09.599 --> 00:34:14.159
So anybody who wants them, we will we will stockpile you with them to hand out.
00:34:14.400 --> 00:34:18.320
Well, you guys, I think you've heard some valuable information today.
00:34:18.559 --> 00:34:22.320
And uh I can't thank you for enough for tuning in.
00:34:22.559 --> 00:34:31.039
And I need to shout out to the Brown County Community Foundation uh for making this particular episode possible.
00:34:31.280 --> 00:34:37.440
Without my sponsorships, I could not bring you fabulous and knowledgeable people like Amy Howell.
00:34:37.599 --> 00:34:50.159
And so thank you, Brown County Foundation, and uh as well as the foundation, I want to thank Pickle on Pen out of Carmel, Indiana, where they are tackling community one match at a time.
00:34:50.400 --> 00:35:04.239
If you guys have not visited Pickle on Pen, they have an incredible restaurant, and they jumped in because they are such community builders and makers, and they wanted to be a part of what uh this broadcast is doing.
00:35:04.320 --> 00:35:06.079
So thank you to Pickle on Pen.
00:35:06.400 --> 00:35:11.679
Thank you for tuning in to We Plural Podcast, Community on Purpose.
00:35:11.760 --> 00:35:15.119
And I can't wait to see you again next week.
