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From a career standpoint, I’m proud of the fact that I did persevere and was able to create Oceanside’s first tourism marketing district. At the time it was created, it wasn’t a very likely thing to happen for our industry. I’m proud of the partnerships, collaborations, and trust that we built with our city leadership and community to create Oceanside’s first TMD. We’ve been able to help influence the positive changes in our community over the last 12 years.
How has destination marketing evolved throughout your career?
I think the concept of destination marketing has changed significantly over the years—for the better. Lodging stakeholders have a better understanding and perhaps more trust in the concept of marketing a destination, versus being hyper-focused on the “what’s in it for me” syndrome. Over the years, we have been able to prove the importance of our role in the community as well as our industry, albeit making it more complicated by taking on this responsibility.
Overall, it’s been rewarding to see this transformation take place, allowing for real economic development to occur that significantly moves the needle creating demand. It’s an exciting time to work together to create a vision and develop our destinations in a way that is more sustainable and meaningful, while also being accountable to driving revenue for our stakeholders and communities. Instead of just marketing what we have, we’re influencing what we can become.
Oceanside has deservedly been capturing the media’s attention lately—how do you plan to leverage this transformative time for the destination?
After all these years, it’s been nice to see and well-deserved. I’m happy for the community members that have worked decades on this transformation. But we still have much work to do and more stories to tell. Oceanside was this fresh palette that we have gotten to play a small part in helping to reimagine while honoring the O’side vibe that includes a rich cultural heritage with a genuine beach town character. This vibe is palpable in Oceanside and it’s our people and their dedicated, entrepreneurial spirit that keep it alive. They are our rock stars, and we want to continue to tell their stories of innovation and craftsmanship. We feel that we’re in a good place and very relevant to the authentic experiences today’s visitors seek. And as the saying goes, whoever tells the best story wins.
What story do you hope to be telling about Oceanside five years from now?
There are still several new exciting projects and initiatives in the pipeline that reflect our brand culture and diverse heritage. In addition, we are working with the city on our tourism master plan. We hope to continue a thoughtful process in developing the destination in a sustainable and balanced way that highlights our agricultural region, enhances our arts and cultural events and venues, and continues to reimagine existing spaces with new product experiences.
I hope that we will be telling these new compelling stories about the innovations, new experiences, and new rock stars that have been welcomed into the community. And hopefully some of those O’side O’riginals will become an inspiration, and perhaps mentors, teaching the importance of embracing Oceanside through our unique lens, adding to the story.
What advice would you give to young professionals and aspiring entrepreneurs just getting started on their path in travel and tourism?
I think one of the most important things is to be a lifelong learner. Don’t be afraid to make mistakes or put yourself out there, as that can lead to some of the biggest learning opportunities and greatest experiences. It’s also important to find a mentor or someone that you identify with and admire and be willing to learn from them.
Tell us something about yourself that might surprise people…
I grew up on a farm in the Midwest. I had an amazing childhood with loving parents. However, farm life isn’t easy, and we worked hard. In fact, I learned to drive a tractor in third grade while my dad and brother stacked hay on the wagon behind it. My dad always said I could do anything that I put mind to!
I also credit my parents for my love of travel and meeting new people. We always managed to take vacations or at least weekend drives. It just had to be museums, national parks, or something historical and/or educational. I truly appreciate that now and what they gave us.
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