Portfolio

Embracing an innovative approach to destination development, Travel Nevada is on a path to expand the state's tourism economy by giving six rural destinations a chance to build their appeal for desirable travelers.

The new Destination Development Demonstration (3D) Project -- developed by Better Destinations in collaboration with Travel Nevada -- provides each selected destination with a customized 32-week planning process plus a way to activate their ideas through a one-time $2 million federally funded grant program.

Projects targeted for development include guided experiences on tribal lands, a new Carson Valley arts and culture corridor, and a wide range of outdoors and heritage experiences in Nevada's vast landscapes.

The 2-year-plus 3D project is structured to jumpstart Travel Nevada's brand-new focus on destination development and shape it as a permanent part of their mission. The Better Destinations team includes project co-leader Mitch Nichols, president of Nichols Tourism Group, Inc., and research lead Carl Ribaudo, president and chief strategist of SMG Consulting.

Just one of two destinations in the world to attain the Mountain IDEAL standard, Vail now is trailblazing creation of Vail's Stewardship Roadmap, which brings a sharp new focus to the purpose of Vail's powerhouse tourism economy.

Through a first-time partnership among Better Destinations, MMGY NextFactor, and The Travel Foundation, Vail's Roadmap is taking shape as a "Community-Positive" vision for its tourism economy. Based on intensive stakeholder engagement and new research, the Roadmap recognizes that building a strong tourism economy also requires a strong community.

The Roadmap charts a 10-year vision for Vail's tourism economy to thrive, in part by addressing its single biggest threat, a housing crisis that impacts every aspect of community life. It also outlines strategies to shape a stronger, more resilient tourism economy and improve Vail's biggest asset -- its stunning natural environment.

Strategies also were guided by a Strategic Marketing and Research Insights brand perception study and a Sustainability Analysis by the Travel Foundation, with support from Green Destinations.

A coalition of 16 Lake Tahoe area government agencies and nonprofits -- including four destination organizations -- is close to completing a plan creating a shared vision for enhancing the experience of one of the world's deepest, highest, and most scenic bodies of water.

To address impacts of traffic, trash, and other problems of overuse, the group hired a planning consortium led by the Center for Responsible Travel to create the first-ever Lake Tahoe Region Destination Stewardship Plan. Better Destinations CEO Cathy Ritter serves as chief strategist for the consortium, which also includes the Travel Foundation, SMG Consulting, Triple Point Strategic Consulting, and Civitas.

On track for completion in spring 2023, the plan draws inspiration from extensive stakeholder engagement throughout a two-state, five-county region that includes South Lake Tahoe, several North Shore communities, and Truckee.