* Transcript: Devyn Whitmire: [00:00:01] There are stories there and it's doing your best to find those stories. There's some sleuthing involved. And so as marketers, it's networking, finding the right relationships, to, find the right people, to find the right story to tell. It doesn't matter what platform you're utilizing. If you are telling the right story, people are going to listen. Adam Stoker: [00:00:20] Hello, everyone and welcome to another episode of the Destination Marketing podcast. I'm your host, Adam Stoker. I am back at the South Carolina Tourism Conference. And we've got another great episode here for you. I'm joined by Devyn Whitmire, and Devyn is the digital engagement manager. Devyn Whitmire: [00:00:38] Correct. Adam Stoker: [00:00:40] All right, I nailed it, for South Carolina Tourism, and I should have said visit South Carolina, right? Discover South, come one Adam. Devyn Whitmire: [00:00:44] Discover South Carolina, we like that, we like that SC in there. Not two. Adam Stoker: [00:00:50] Okay, I like that. Okay, Discover South Carolina. Devyn Whitmire: [00:00:52] Yes. Adam Stoker: [00:00:52] And Devyn, this is kind of, I know the Super Bowl was a couple of days ago, but as far as South Carolina tourism goes, I think we're about as close as it gets to the Super Bowl for the industry here, right? Devyn Whitmire: [00:01:01] Absolutely. Yes. This is our industry’s biggest event of the year for the state. So all of the tourism marketers and partners come together to learn and to network, and just get to be together. We're a really close tight-knit group here in South Carolina and work so well together. So it's always fun to come to the Governor's conference. Adam Stoker: [00:01:22] Great. Before we, I guess, get into the conference. And of course, another thing that I want to talk to you about, give us a little bit of background for you. How did you get into tourism and end up in the role you're in today? Devyn Whitmire: [00:01:32] You know, I went to Winthrop and my major if you will was Integrated Marketing and Communication. And I was very fortunate to actually find a role within my field, which I think a lot of students at this time when I graduated that was a challenge. I found myself at South Carolina Parks, Recreation and Tourism because of a relationship I'd had with a friend at Winthrop. I was new to the Columbia area. I had no connections. But I remembered a friend that we'd done all of our group projects together at Winthrop. And she said this role just opened up where I work and I think you would be a fit. I applied and the rest is really history. The evolution of my role at PRT. And that can be confusing for listeners. Discover South Carolina is the brand for the tourism, leisure side of parks, recreation and tourism under that umbrella. But my role kind of evolved, I managed our database and website content and social media was maybe about 25-30% of my role. And then that obviously, that landscape looks completely different than where we are now. Adam Stoker: [00:02:40] Yeah. Devyn Whitmire: [00:02:40] And so I pitched a role that was primarily social media and digital content. And thankfully, the landscape worked for me. And since then, I've just had a lot of support and leadership and been able to throw ideas and let's try this and let's do this. And they've let me roll with it. So that's where I'm at. Adam Stoker: [00:02:59] You pitched the idea for your role to your leadership. So a role that didn't exist at the time. Devyn Whitmire: [00:03:04] Correct. Adam Stoker: [00:03:05] Okay, walk me through that because I don't think there's a lot of DMOs where people create their own role, go pitch it to leadership. Leadership says yes. And then they thrive in that role. I think that's a fairly unique story. Devyn Whitmire: [00:03:18] It is. Adam Stoker: [00:03:18] What led you to do that? And then what was that process like of pitching this role and then getting it approved? Devyn Whitmire: [00:03:24] Yeah. I think I was feeling like I could do more. I think I was feeling that we could do more as an agency with where I was at the time. I'd gone to a conference and I always get inspired at conferences, and that's obviously just indicative of this industry, the creativity that we have and the possibility. And I got really inspired and thought, I feel like there's so much potential here in this social and digital space. And I was just really lucky to have an incredible boss and still do have an incredible boss who saw potential in me and listened. And so we sat down and she said, I'd actually even already been thinking about this. And so it was kismet really, but so grateful. I'll give her a shout-out. Her name is Dolly Tuning, And she's the best boss and she's our director of Tourism Sales and Marketing. And yeah, she gave me a shot. Adam Stoker: [00:04:21] And Dolly was just on stage for the award presentations, right? Devyn Whitmire: [00:04:23] Correct. Correct. Yes. Adam Stoker: [00:04:23] Okay, yeah I know who Dolly is. Very cool. So you pitched that role, she was already thinking about it too. So you guys obviously have a shared mission and vision in some way, shape or form. Devyn Whitmire: [00:04:34] Yeah. Adam Stoker: [00:04:35] How long did it take from when you pitched that to actually get that role changed? Devyn Whitmire: [00:04:38] It was around four months or so that was making things happen behind the scenes? Adam Stoker: [00:04:45] Very cool. Okay. So you pitched this role, what was your vision for the role when you made this pitch? Like where did you see the opportunity? And where did you see your role in that opportunity? Devyn Whitmire: [00:04:56] I had seen that I was spending a lot more time during my day posting on social engaging with our audiences, creating content, and just felt there was a natural fit for that to become a primary part of the role versus a secondary. And I was seeing what other DMOs were doing in the space, and just again, felt really inspired. I felt like at the time content creators and working with influencers was so new on the travel side. And so that was a huge component of the pitch as well. We can be working with and collaborating with content creators, influencers bringing them in-market. We already had a PR side of our agency that was bringing in travel journalists. And so it was just a really natural evolution of that as well. And so that was part with the pitch of managing our organic content, doing more, creating more digital content, overseeing more of the paid side. I felt like I had experience at this point with the brand and the brand voice, and wanted to take more ownership over some of the paid avenues of our social media, and again, wanted to work more with influencers. It felt like a natural evolution of that part of our industry, that part of our agency. And Dolly clearly felt the same and helped make it happen. Adam Stoker: [00:06:22] Great. I appreciate you walking through that with us. That wasn't where we started the conversation saying we were going to go. But I think the idea that you would actually have a vision for a role, build out your own job description and then go pitch that to your leaders. I think that's a kind of a unique thing, especially in the DMO world. Devyn Whitmire: [00:06:38] It is in, well, in state government too, because I think a lot of people don't realize we are a state agency. And so that was also very unique as well. So I'm very lucky to be where I am and have no plans of going anywhere else. But I recognize my luck. Adam Stoker: [00:06:55] That's great. Well, let's talk about what did lead to this conversation because a good friend of mine, mutual friend, Stuart Butler, told me probably six months ago, the Palmetto Porch Podcast of which you're the host, is the best DMO podcast that he's aware of. He, that's what he said. And so I was like, man, I have got to get into this show. And so we looked up the show and you really are an incredible storyteller on that podcast. And I'd love to learn you had this vision for your role that we talked about. When did a podcast become part of the discussion? And why is that a key part of what you do today? Devyn Whitmire: [00:07:34] Absolutely. Storytelling is so much of what we do, I think in any industry, but very much so in the destination world. And for South Carolina, whenever I ask people if they've come to our state, what do you like about it? What is your favorite part? Whether it's they're coming for business travel or for leisure, and they always talk about the people. They talk about the personalities that they meet, the hospitality that they experience, which is such a gift as a tourism marketer to know that people are coming for our attractions and food, et cetera. But they're going to leave with this amazing sentiment because of the people that they got to talk to and experience here. And I'm so grateful to people from South Carolina for giving that space and for providing that environment for such great experiences. And so the podcast really came from, let's hear from people. We want to highlight all of our destinations across the state, including the small towns that are just as worthy of visitors where they are so appreciated when they come. And who better to tell those stories than the people who are from there and live there and love their hometowns? We are so proud of South Carolina. I am a South Carolinian. I am so proud of my state. I'm so proud of my hometown. I just was talking to you briefly about Greenville. Adam Stoker: [00:09:01] Yeah. Devyn Whitmire: [00:09:01] And it just, I think that's evident. And so the podcast was such a great platform to do that. Obviously, this marketing space podcasts are so popular, but it just was kismet again because storytelling is what we do, why not do that in this format and showcase the voices that make our destination truly great? Adam Stoker: [00:09:24] Great. So how long have you been doing the show? Devyn Whitmire: [00:09:27] I've only been doing it for two seasons. We kind of break that down 10 episodes per season, because we have 11 tourism regions in the state. And two are what we call the upcountry and Lake Hartwell country. They just are really together in some aspects. Adam Stoker: [00:09:45] Really intertwined. Devyn Whitmire: [00:09:45] And so we break it down that way so that we really are showcasing every part of the state. And a lot of our projects that's always been really important to me as well, even with other projects besides the podcast. So you are getting a sense of every area, every region, every voice. Adam Stoker: [00:10:02] Great. So you're basically telling the stories of unique people in each of these areas that you're featuring right in each season. Devyn Whitmire: [00:10:07] Correct, correct. Adam Stoker: [00:10:10] Maybe share with me some of the stories that you've highlighted on your show that have made for really interesting episodes. Devyn Whitmire: [00:10:15] Yeah. One of my favorite episodes from season one was actually from Lake City, South Carolina, which is in our PD region. And I was speaking to a woman named Jamieson Maydie Kerr and then Shady Rogers was also on that episode, who were both natives to Lake City, left and then came back and now live and work in their hometown, and are giving so much of themselves to see their towns thrive. And speaking to both of them, but particularly Jamieson, she was talking about Art Fields, which is the organization that she works for. And Lake City is an art town and that means that they integrate art into everything that they do. When you go, you're going to see murals across these old buildings in the plants throughout the town. You're going to experience art while you were there. And they have this incredible event called Art Fields that she is one of the organizers for. And that's what brought her back to Lake City. And she talked about the journey of trying to explain to residents and to business owners like how crucial this could be for their businesses and how more and more companies and businesses have gotten on board. And it was so, I don't even know how to explain it when she was speaking, I got chills. It was emotional to hear someone talk about how much they love their town and the people, and how this whole concept of an art town through an event like Art Fields has changed people's lives. And really, now the town is completely bought into being an art town. And she told the story so well. And now we've seen throughout even this entire second season because we are on our second season now, that pattern of someone leaving and then coming back has been so evident. And I love to hear that of like we thought it was going to be greener over here and it wasn't. We came back home. And now they are giving of themselves to enrich their hometown that then in turn enriches it for people like me and visitors. And so it's been really amazing to hear those stories. Adam Stoker: [00:12:30] Oh, how cool. Okay. And that's a great example of how you've shared the stories of individual people. I'm curious what your original vision was for the show versus what it's evolved into. Because for me, I had this idea that my show was going to be one thing and then, you know, 300 episodes later, it's evolved into something very different. So I'm curious what that's been like for you. Devyn Whitmire: [00:12:53] When I first had the idea for the podcast, I mentioned my boss, Sally, I came up with a lot of ideas. I'm an idea person. Sometimes those ideas aren't always feasible. I think the original idea for the podcast, I wanted it to be SC Eccentricities. I wanted to talk about really strange things around South Carolina. If you were here for the opening session of the Governor's conference, Frederick, who works in the Hardy Welcome Centre, mentioned, they get a lot of questions about the UFO Welcome Centre. Adam Stoker: [00:13:25] Yeah. Devyn Whitmire: [00:13:25] And that's because people are curious about it and I was like, we should do an episode on the UFO Welcome Centre. And it since changed. I thought it was going to be more of a DIY project, but then had a lot of buy-in from leadership. And then it kind of evolved to something a lot bigger than me. And I mean, that's incredible, but the eccentricity's idea shifted and I'm so glad that it did. Those things obviously are so worthy of being talked about and people are interested in them. But I'm so glad that it evolved to the porch. And we came and settled on this idea of a front porch because growing up in the south, I mean, and even still if I go on vacation with my family or if I go visit back home, we end up congregating on the porch, and whether it's because you're sipping your coffee in the morning and you're talking together after just waking up or you're having a glass of wine as you wind down the day. We love a glass of sweet tea on the porch in South Carolina. But there's so many incredible conversations that happen in that setting. And that's what I ultimately with the help of some other collaborators of coming up with ideas of how this could land. It's a conversation and it helps so much when I'm introducing a guest on the show of like this really is just a conversation with me. Like, I just want to talk to you. You don't have to be nervous, just pretend we're on the porch, and it's been really sweet. I've had a lot of incredible conversations. I've enjoyed every single interview that I've done. And I hope that comes across in the episodes and that people just really feel like it's an authentic thing because it is. Adam Stoker: [00:15:06] Yeah, I love that. So when you're going to spend time and resources on something like this in tourism, of course, you're going to inevitably get the questioning from different stakeholders of, well, could this money be better spent on a media buy or something like that, right? And you and I both recognize the value of content. And so I think we have a pretty good response for that. One of the things that I talk about on my show is that if you create assets, like a podcast or like an episodic TV show or a large piece of video content or something like that, it's actually much more sustainable than just spending all of your money on the same paid media channels every year. Because then you have an asset that you can promote the next year Devyn Whitmire: [00:15:49] Yeah. Adam Stoker: [00:15:49] And drive media towards. So I'm curious, first of all, how have you guys made the business case for the Palmetto Porch to continue that and to be able to continue to expand the resources and effort and time that you're putting into telling these stories? And then how do you plan to use these assets in the future? Devyn Whitmire: [00:16:05] I think you're right and that content, it needs to be timely. But we also, in the DMO space, really want to try and find things that are evergreen that we can reutilize because of resources, and making sure we're proving to stakeholders that we’re utilizing those resources well. And that has definitely been the case. I mean, I know people are still listening to episodes from season one and coming back like I heard that the other day, I heard you on the radio the other day as one of our ad placements. And in terms of the paid side, we wanted to promote them. Because if you're putting in this work to create this product, this content, you want ears on it, obviously. And we do have a paid arm that's helping to promote it and driving traffic. And I think for such a young podcast that's really just started. And I mean, I don't know, is they would have to break down the numbers for me. Adam Stoker: [00:17:00] Sure. Devyn Whitmire [00:17:00] But I hear it's doing pretty well considering. But I think when you think about the partners, our partners here in South Carolina are so collaborative. We work so well together and they're just excited when I call them. And I'm like, hey, I'm doing this. Can you give me, like I give them buy-in? I want to hear their ideas of, do you know of someone who would be a great fit because they know their destinations even better than I do on the state level? And we depend so much on that symbiotic relationship of, you're the boots on the ground every day in Walterboro or Orangeburg. I love to get that input from them, and I need that input from them, and they're always so willing to give it. And so they have buy into this. They understand so much within our industry of like everything that we do rising tides, lift all boats. And I'm so grateful that they see what we're doing, and that they care, and that they want to take part in it. It makes my job a whole lot easier. Adam Stoker: [00:18:00] And you had this vision for this role and kind of a vision for this podcast of where it could go, and you're actually having the ability to execute on that. I'm curious, what do you believe the impact of these projects that you're creating, are going to have for the future of visitation in the state of South Carolina? Devyn Whitmire: [00:18:19] I mean, everything that we do is for awareness, but I'm very locally minded. I grew up in South Carolina and yet there were a lot of places around the state, a lot of things that when I started working in this industry, I had no idea they existed. So much of the feedback that I get from my projects are, I didn't even know that. And like of people that I grew up with or my family, like my cousins, they didn't even know where Daufuskie Island was. And I didn't know where Daufuskie Island was until I started working here and learning more. And so I see that as a real passion project of even just letting locals know about these places about these things that they can do that are right down the road. And so it really is a sense of brand awareness and really for locals to be a traveler in your own state. Why go anywhere else? Adam Stoker: [00:19:12] I love it. Okay. So you know, you've obviously been able to execute on several of these projects that kind of match your vision. And I agree with you. I actually think telling some of these lesser-known stories of the state of South Carolina will help with a variety of things including distribution of visitation. You know, instead of a lot of stakeholders will sometimes complain about over-tourism. And I'm using the hand quotes here as I say, over tourism. When in reality, a lot of times that's a visitor distribution issue. I think the podcast could be a good help to that with some of the stories that you're telling, as you're thinking about some of these items and what you've learned over the last several years, other destinations that might be considering where to go over the next five years. What would your advice be to them in approach to content or even where is marketing for tourism destinations going in your mind? Devyn Whitmire: [00:20:03] That's a big question. Where is marketing going? I mean, will you hear all kinds of buzzwords around AI and things like that? I mean, there's obviously a big future for podcasting and this format for storytelling. Again, destination marketers, we are storytellers. You are so drawn in by stories when you don't even realize I was joking with my husband and this is going to be going off on a tangent. Adam Stoker: [00:20:31] I like it. Devyn Whitmire: [00:20:31] The NFL Taylor Swift stuff that's just been taking over the world. Well, I'm like, do they not understand that the reason that people are buying so much into Taylor Swift in the NFL is because she's one of the greatest storytellers of our generation? And she is creating a story without even intending to because of her relationship with an NFL player, and the NFL knows that. And so they're capitalizing on it. So if you are drawn to good stories when you don't even realize it. And so. Adam Stoker: [00:21:01] Can I jump in on that real quick? Devyn Whitmire: [00:21:04] Please, yeah. Adam Stoker: [00:21:04] I think we all know too that we're about at some point to hear the greatest breakup song in the history of pop music, right? Devyn Whitmire: [00:21:11] No, we want them to make it. Come on. Maybe. She could do it. She can write anything. I'm clearly a Swiftie. But no, I think it's the marketing world, there are stories there and it's doing your best to find those stories. I think it's like Stuart and I were talking about this. There's some sleuthing involved I think. And so as marketers, it's networking, finding the right relationships to find the right people, to find the right story to tell. And it doesn't matter what platform you're utilizing. If you are telling the right story, people are going to listen. Adam Stoker: [00:21:51] I think that's great advice. So if you had to boil it down to one takeaway for those that are listening to maybe what I learned from Devyn in this conversation. What would that be? What would you want that takeaway to be? Devyn Whitmire: [00:22:03] You know, I'm going to bring you back to the governor's conference. That's where we are. I heard a really incredible session yesterday and by a singer-songwriter named Tim Nichols. Adam Stoker: [00:22:13] Yeah. Devyn Whitmire: [00:22:13] And it was titled, You Belonged in the Room. So much of what I have been able to do is because I felt that people had given me the opportunity to speak up and to present my ideas because they made me feel like I belonged in the room. And that comes from an incredible work environment, an incredible boss, an incredible team, but be willing to speak up if you have like, we all have ideas. And yeah, just put them out there because you never know, like I told you I have a ton and sometimes they are not great, or they don't have the legs that I think they might. But sometimes if the right person hears them, there are so many things I wouldn't have been able to have done if I hadn't spoken up. And so I'm grateful to have been and be in an environment where I feel like I belong and I can speak up and have the support. So share what you’re thinking. Adam Stoker: [00:23:04] Yeah, I like it. And I think it's a great message, right? Because this, you belong in the room idea, which I think is really important. What we don't recognize is that 90% of the people in the room are also faking it. You know? Devyn Whitmire: [00:23:20] Fake it until you make it all day. Yes. Adam Stoker: [00:23:22] Exactly. And I thought that speech was good to help us remember that the way you feel is how most of the other people in the room feel as well. Devyn Whitmire: [00:23:30] That is so important to hear. I mean, I still feel like when people ask me, oh, you've done all these things, that I still feel like I'm learning every day, starting at ground zero. And I have been in this industry now almost eight years, and I think we're all faking it till we make it in some aspects. But you learn a little bit each day and just keep going. Yeah. Adam Stoker: [00:23:53] I love it. Devyn, if people want to learn more about you or the Palmetto Porch or South Carolina tourism, what's the best way for them to do so? Devyn Whitmire: [00:24:00] Yeah. Follow us on social. We are at Discover South Carolina. All of our handles are Discovers SC. You can learn more about the state, at discoversouthcarolina.com. And yeah, if you want to learn more about the Palmetto Porch, you can find it at scpalmettoporch.com or wherever you get your podcasts. Adam Stoker: [00:24:17] Wonderful. Well, thanks again for coming on. Devyn Whitmire: [00:24:19] Thank you for having me. This was so fun. Adam Stoker: [00:24:22] All right. Enjoy the rest of the show. Adam Stoker: [00:24:24] Hello, everyone and welcome to another episode of the Destination Marketing podcast. We're still live here at the South Carolina Governor's Conference on Tourism. And it's been a great show so far. We've had a lot of fun. We've had some great conversations. There's been some interesting keynotes and also we're in an incredible city. And I actually have the opportunity here to be with a return guest, but it's been a long time. His name is Bill Miles and Bill is the President and CEO of the Hilton Head Bluffton Chamber of Commerce. And I messed it up, didn't I did, I mess it up. No, I nailed it. Okay, alright. Bill Miles: [00:24:24] You did just fine. You nailed it as always. Adam Stoker: [00:24:26] Alright, I was close. I started to question myself at the end. I shouldn't have done that. Bill. Bill Miles: [00:25:04] That’s right. Adam Stoker: [00:25:04] Thanks for coming back. Bill Miles: [00:25:06] Great to be here. Great to see you again. And it's always nice welcoming you to Hilton Head Island. Adam Stoker: [00:25:11] Absolutely. Hilton Head is a place that for me when I saw the conference was here. I was pretty excited because my wife and I have vacationed here multiple times over the last five or six years. And really love this area. We stay at the Omni here when we come. So we're at the Westin today. So it's a change-up for us. But what an amazing destination to have the opportunity to run and be a part of. Bill Miles: [00:25:33] It really is. And we're delighted you're here. We're delighted to have you broadcasting from here as well. And then as far as a great destination, well, you and your wife have figured it out that. It's a very special place in an island that's 12 miles long and five miles wide. And just, we like to look at ourselves about from a geographic standpoint, but the size of Manhattan, although we have 24 golf courses here and a permanent population of 40,000 people. So I think we're, we're in a great spot. Adam Stoker: [00:26:00] I'd say so. Both islands but very different islands. Bill Miles: [00:26:02] It is. And both are fine spots, but we chose Hilton Island. Adam Stoker: [00:26:08] Absolutely. You know, I've played golf here on several courses as well and I've really enjoyed the golf here. I'm still dying to play the Harbour course. So that's the next one on my bucket list that I got to check off. Bill Miles: [00:26:19] You've got to get to, get that one the next time you're here, Harbour Town Golf links. It's where the RBC Heritage is. And this year that or another elevated designated event. And so we're looking forward to hosting the PGA tour here in April. Adam Stoker: [00:26:33] Awesome. So, Bill, I had the opportunity to have you on the show several years ago. In fact, during COVID, when there weren't a lot of conferences or anything else like that going on, I decided to take the show on the road. We made several stops in the southeast and Hilton Head was one of them. We actually sat down in your studio and recorded in your studio and it was a great time. So give us an update. It's been three years. You're hosting the conference now and what's been going on with Hilton Head over the last several years? Bill Miles: [00:27:01] Yeah, it's been a remarkable three years and you'd mentioned that, the time during COVID in the studio and that was actually something that we designed and built during COVID to be able to reach out to not only our visitors but our members and residents, which worked very well for us. So what do we do? We continue to do what we've always done and do it very well. And looking at the environment, the historical part of that, and you take that and you put it together some fabulous restaurants, great beaches and great golf courses, makes for a fabulous family destination, a family vacation, as well as couples getaways. Our wedding business has gone off the charts. It's all those things that have come together and we've been very fortunate and blessed here with a great quality of life. Adam Stoker: [00:27:43] Great and with the governor's conference here, you know, you got a bunch of people that are in the tourism industry and these people are coming from all over the state. A lot of them are probably familiar with Hilton Head in some way, shape or form. Tell me a little bit about your goals with hosting the conference here. What do you want to accomplish? What do you want to have the takeaway be for people that are coming to Hilton Head? I’m curious a little bit about that. Bill Miles: [00:28:08] Yeah. So that the word and the message is certainly out there nationally, internationally, as well state-wide. And just like you've been here before, it's a destination you're familiar with. It's a destination you like. But it's also you're seeing a new property this time. So we think by bringing other South Carolinians to back to the island, giving them a chance to experience not a new hotel, but a hotel that is really invested well into the product, and seeing that as well as seeing some of our new restaurants and other opportunities that are out there. So just continuing to keep Hilton Head Island in the conversation at the top of the list is would be our goal. Adam Stoker: [00:28:45] Great. Tell me about some of the initiatives outside of the governor's conference that you're working on here at Hilton Head. Bill Miles: [00:28:51] Yeah. So we're excited about a new terminal coming right here on Hilton Head Island for our airport here. We're also excited about our partner airport in Savannah which is called the Savannah Hilton International Airport, doing an expansion there. We're looking at that. We have a beach renourishment project coming up. We do every 10 to 12 years to make sure our beaches remain fresh. Those are some of the things. As I mentioned, the RBC Heritage, we have some infrastructure projects going on. And we passed a school bond referendum. And I think, why did I mention that? Because workforce is so important and we've got to have outstanding schools to recruit outstanding partners and workers and co-workers. And those from a big-picture perspective, I'd say that's where we are today. Adam Stoker: [00:29:35] So I like that. I want to dive a little bit more into that initiative because it's fairly unique that you've worked hard to get this bill passed, that will help fund the schools and make sure that your schools are top-notch because you recognize the importance of that pipeline leading into the workforce that's going to be servicing the visitors and things like that when you come or when they come to the destination. I don't know if a lot of destinations are looking that far down the pipeline and recognizing that if we make sure schools are taken care of, we know we're going to have a better workforce. How did you come to that realization? And what's that collaboration been like with the different organizations that have to get involved to make this happen? Bill Miles: [00:30:12] Yes. So that's a good point. And we realized that really several years ago and looking at the workforce challenges all across the country and knowing that we needed to do something different. And we decided to invest in schools. We have a great superintendent who has come with a great vision. And by doing that, it's a place where, you know, it's a destination, we know people want to live in. And so we felt if we had the quality schools, quality education for workers and their children, that it would certainly be a give us a leg up. Adam Stoker: [00:30:42] Great. So you anticipate because that you got that bill passed, that you should see that impact on your workforce in how many years. What's the, how, I guess what I'm trying to ask is how far ahead are you playing, right? Bill Miles: [00:30:53] So we're playing about 5, I would say about 5 to 7 years ahead right now. And then as we continue as the area continues to grow, it's important that we have the foundation for schools for growth in the area. Adam Stoker: [00:31:07] Great. Bill, I feel like the destination marketing industry as a whole, because our stakeholders want immediate results because our stakeholders want to make sure that we're generating as much lodging tax as we can, right? That it's very difficult in some cases to look forward as far as you're looking, right? Like that, 5 to 7 years ahead when I actually believe that most destinations should be playing the long game in how they're looking at the initiatives that they take on. And so I'm wondering how knowing the impact of this bill is probably 5 to 7 years down the road, how do you make sure that when you're talking about the use of time resources, energy and budget, how do you make sure that all the stakeholders are good with that initiative even though you're not going to see the fruits of it for a long time? Bill Miles: [00:31:54] Yeah, I think we've been pretty fortunate with our leadership and understanding that we need to produce results today, but also looking to how we're going to produce those results in the years to come. And so while we have a great investment is in the next 3 to 5 years. Also being able to have leaders with the vision of looking further out, even though they might not be here, might be in a different property, might be some different location. But understanding the overall viability of Hilton Head Island remains strong and through that planning process. Adam Stoker: [00:32:23] Great. Bill, you've been doing this for a long time. You've been in the destination marketing industry for a long time. I remember when, and people ought to go back and listen to the previous episode from a few years ago because I think you detailed your story and background quite a bit there. But as you look back on what you've learned over the years, what do you think are some of the most important pieces of advice that you can give other destination marketers that might be listening to this, that maybe they're a little earlier in their career and they've got a long road ahead of them. Bill Miles: [00:32:49] Well, a couple of things, one I think it all comes down to people. And I think the, whether we're treating the people, we work with, the people we live with, the people who are coming to visit us, if we keep that in mind. And then yesterday, during the governor's conference here, we heard a gentleman, a singer-songwriter by the name of Tim Nichols. And I really thought he had a really strong message and that message is about people believing they belong in the room. And were you in? Did you hear that? Adam Stoker: [00:33:18] Yes. And I also, I did an interview earlier with Devyn, from the State of South Carolina, and she was really touched by that message as well. So clearly, it's been a popular message here. And I think it's really important because, and we talked about this with Devyn, 80% of the people that are also in the room have the same doubts about their self that you do. Everybody's feeling the same and you got to believe that you belong there, just like everybody else should believe that they belong. Bill Miles: [00:33:45] That's exactly right. And it doesn't make any difference which level where you are, how long you work someplace, or how short of a period of time you work there. It's that believing, it's that belief. And we have a new team member that started with us last week and he happened to be in the session. And I use that as the opportunity to take those comments that we heard from Tim to talk a little bit of him. He's new in his career, new in the business, but again, a very smart and a talented person. But be there with confidence you're here because you belong here. And anyway, that was a great takeaway yesterday. Adam Stoker: [00:34:18] It's a great message. Bill, congrats on being an excellent host here for the event and so far a successful conference. And I guess we're on the second half of the event at this point. But thanks for all you do for the industry and for hosting a great event. And for taking a few minutes on a very busy time for you to chat with us on the show. I really appreciate it. Bill Miles: [00:34:37] Well, it's always fun to see you smiling face and your dedication and commitment to the industry. We're glad you're here and we look forward to welcoming you and your wife back this summer. Adam Stoker: [00:34:44] Thanks, Bill. I appreciate it. If people want to learn more about you or Hilton Head, what's the best way for them to do so? Bill Miles: [00:34:50] Hiltonisland.org. Adam Stoker: [00:34:51] Perfect. Alright. Thanks, Bill. Enjoy the rest of the show. Bill Miles: [00:34:52] Thank you. Adam Stoker: [00:34:53] See you. [End of transcript]
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