Schedule



ESTO delivers bold content, dynamic learning formats and opportunities to connect and equip destination marketing leaders with insights they can immediately put into action.

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Monday, August 24
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1:30pm - 2:15pm

Concurrent Session: Presentation

  • How DMOs Can Support Community Vision Without Mission Drift
    Franklin 1-2
    Philadelphia Marriott Downtown
    More Details

    Visit Lake Charles evolved from a traditional tourism marketer into the strategic marketing and communications arm for Just Imagine SWLA, proving how DMOs can support community-led initiatives without losing focus on visitation, brand, or mission. This session explores how DMOs can responsibly step into deeper community roles when the opportunity aligns.

     

    Takeaways:

    • Evaluate community initiatives using a practical decision framework to determine when deeper DMO involvement aligns with mission, brand, and visitation goals—and when to say no. 
    • Implement governance and role-definition tools that establish clear boundaries, accountability, and expectations, protecting the DMO’s core   mission while supporting community-led efforts.
    • Apply a scalable communications-first framework to support community initiatives through marketing, storytelling, and earned media without absorbing ownership or operational drift.