Destination Roadmapping

Send us Fan Mail January has a reputation problem. Too many destinations treat January like a dead zone: quiet, unimportant, or something to simply get through until spring. But that thinking quietly undermines momentum for the rest of the year. In this episode of Destination Roadmapping , we unpack the most common January tourism myths, from “no one travels in January” to “nothing we do now reall...

Send us Fan Mail A new year or a new season doesn’t magically reset anything. Most communities walk straight into January carrying the same meetings, the same tired events, and the same frustrations they were juggling the month before. And adding more goals on top of that rarely fixes the real problem. In this episode of Destination Roadmapping , we’re talking about what it actually means to creat...

Send us Fan Mail Most visitors don’t fall in love with a destination because of one big attraction. They fall in love because of how a place feels, because of how it makes them feel In this episode of Destination Roadmapping , we’re talking about the small, intentional moments that quietly shape a visitor’s experience, the moments that help people relax, linger, and leave feeling better than when...

Send us Fan Mail Most tourism and event websites don’t fail because they’re ugly or outdated. They fail because they make people work too hard to decide. In this episode of Destination Roadmapping , we’re taking a tough-love look at what your website is actually doing when visitors land on it and why “looking good” isn’t the same as working. Visitors aren’t browsing your website. They’re deciding...

Send us Fan Mail Nothing derails an event faster than discovering another organization has scheduled their big event on your exact date. Sometimes it’s innocent. Sometimes it’s political. Sometimes it’s a whole thing. In this episode of Destination Roadmapping , we’re tackling event conflicts head-on. What causes them, what to do the moment they happen, and how to prevent them from ever happening...

Send us Fan Mail It doesn’t matter how polished your event is. Every festival, tournament, parade, or downtown weekend has one thing in common: the unpredictable. From sudden storms to fainting visitors, lost kids, or full evacuations, every community faces “What if?” moments. But the difference between chaos and calm isn’t luck. It’s preparation. In this episode, we walk through the crisis plan e...

Send us Fan Mail It’s Thanksgiving week in the States, and there’s no better time to talk about something every community thinks it’s doing well, but many are quietly struggling with: gratitude. In this episode, Vicky digs into The Gratitude Gap, the difference between appreciation that’s genuine and heartfelt and the kind that’s done out of obligation, routine, or “checking the box.” You’ll learn...

Send us Fan Mail Since it's my birthday this week, I thought we should take a look at how communities do and don't celebrate THEIR birthdays.  In today’s episode of Destination Roadmapping, we’re digging into why your community’s birthday is one of the easiest, most joyful, and most overlooked ways to build connection and energy downtown. You’ll learn: ~ Why your town’s founding date is...

Send us Fan Mail You don’t need a convention center or a six-figure budget to compete in the meetings market. You just need to know who you’re built for — and how to prove it. In Part 2 of Can Your Small Town host Conferences and Meetings? Vicky digs into the next layer: how to find the right groups , partner smart , promote wisely , and turn small wins into repeat business . Learn where to look f...

Send us Fan Mail Small towns can host mighty gatherings, no convention center required. In this episode of Destination Roadmapping™, Vicky shares how rural communities can attract smaller conferences, retreats, and meetings by leaning into authenticity, walkability, and hospitality. Learn how to pitch what makes your town different, build your small-town conference kit, and turn your size into you...

Send us Fan Mail Micromanagement is fear in disguise, and it’s quietly killing your community’s creativity. In this episode of Destination Roadmapping , Vicky unpacks the truth behind overcontrol: it doesn’t protect quality, it limits capacity. You’ll hear real stories from small towns where good intentions turned into bottlenecks, and how they rebuilt trust, speed, and momentum. The reality is: I...

Send us Fan Mail Your town doesn’t have a volunteer shortage, it has a volunteer retention problem.  In this episode of Destination Roadmapping , we’re cracking open one of the most painful but fixable community event issues: the revolving door of volunteers. We’ll dig into why people quit. It isn't because they don’t care, it's because the experience didn’t feel worth it. You’ll learn h...

Send us Fan Mail If your event or visitor experience looks good on paper but falls flat in person, it might be missing the magic ingredient — sensory design. In this episode of Destination Roadmapping, Vicky Soderberg breaks down why the most unforgettable experiences don’t just look great — they feel great, sound right, smell inviting, taste amazing, and touch the heart. You’ll learn:  👀 How to...

Send us Fan Mail QR codes aren’t the enemy. But when they lead to broken links, cluttered homepages, or pages that make visitors pinch and zoom until they give up? That’s not innovation—that’s aggravation. In this episode of Destination Roadmapping, Vicky Soderberg—your tough-love tourism coach and event resuscitator—dives into why the problem isn’t the code itself, but what’s behind it. You’ll he...

Send us Fan Mail Your Friday crowds are hot, Saturday is packed—and then Sunday rolls around and your festival feels like a ghost town. Vendors are cranky, visitors head home early, and the finale fizzles instead of soaring. In this episode of Destination Roadmapping , Vicky dives into the Sunday Fizzle and how to fix it. You’ll hear: Why Sunday is more than just an afterthought—it’s a spending cy...

Send us Fan Mail Tourism isn’t a solo sport—it takes a full roster to win. In this episode, Vicky breaks down how cities, Main Street programs, chambers, and CVBs can finally stop playing tug-of-war and start acting like a team. You’ll hear why shared goals matter more than chasing hotel nights, how to keep people in their lanes without turf wars, and why monthly huddles beat once-a-year retreats...

Send us Fan Mail Your town looks great on paper, or at least on Instagram. But when visitors show up, the reality may not quite match the hype. That’s what we call Visitor Catfishing , the glossy marketing that promises more than your experience delivers. In this episode of Destination Roadmapping, Vicky breaks down: The giveaways that your town might be catfishing visitors Why catfishing kills tr...

Send us Fan Mail “There’s nothing to do here.” If you’ve ever heard that line from a teen, a clerk, or even your own residents, you know how much it stings. In this episode of Destination Roadmapping , Vicky breaks down why people say it—and more importantly, what you can do about it. You’ll hear: The hidden reasons behind the “nothing to do here” mindset How to reframe what’s already happening in...

Send us Fan Mail Main Street grabs the spotlight; side streets earn the encore .  This episode spills the tea on the Side Street Spillover Effect —that blink-and-decide moment when visitors either wander deeper or beeline for the car.  Vicky hands you a bold, do-it-now game plan: corner-turning quick wins you can launch this week,  plus a 90-day glow-up to maintain the momentum. Expect no-fluff mo...

Send us Fan Mail Farmer’s markets aren’t just about fresh tomatoes and handmade soap—they’re the weekly habit that can breathe life back into a downtown. In this episode of Destination Roadmapping, Vicky Soderberg breaks down why markets work, the ripple effects they create for businesses and tourism, and the pitfalls that can turn a great idea into a flop. You’ll learn: Why consistency makes mark...

Send us Fan Mail If your “big” plan for showing off your town’s history is a shiny square on a stick, we need to talk. In this episode of Destination Roadmapping , I’m sharing five ways to turn your community’s past into a living, breathing, cash-generating experience. You’ll discover how to: Enhance “read-and-run” plaques with experiences visitors actually feel . Turn history into something peopl...

Send us Fan Mail Small towns love to say they want to “keep their young people.” But if your youth have never been invited to plan, lead, or create anything in your community… what exactly are you asking them to stick around for? In this episode of Destination Roadmapping , Vicky Soderberg makes the case for a full-blown Youth Takeover —and walks you through 5 low-cost, high-impact ways to bring G...

Send us Fan Mail Before you book the band or design the flyer, there are seven questions every event must answer if you want it to succeed. In this episode of Destination Roadmapping , I’m breaking down the planning gut-check that saves time, money, and community goodwill. We’re talking about real goals (not just “bring people downtown”), target audiences that actually exist , and why “we posted i...

Send us Fan Mail Let’s get one thing straight: good intentions aren’t a strategy—and assumptions won’t bring results. In this episode, we’re busting four of the most stubborn myths that keep small-town tourism and events spinning their wheels. From the fantasy that volunteers can run everything forever, to the misconception that no one is interested in your community—these myths are doing more har...

Send us Fan Mail Thanks for listening! Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime... Connect with Vicky on LinkedIn