In completing my Certified Destination Management Executive (CDME) through Destination Marketing Association International (DMAI) I had the opportunity to draft a paper on Town and Gown Relationships for Destination Marketing. What follows is the executive summary and excerpt of the conclusion. A link to the full paper follows. I hope by my sharing you are able to glean one nugget that will help in your destination marketing efforts.

Illustration by Brett Ryder for Middlebury Magazine

Illustration by Brett Ryder for Middlebury Magazine

As with any partners, town and gown relationships can be either cooperative or adversarial working relationships. City governments and neighborhoods either choose to stay at odds with local universities or colleges or, alternatively, develop programs to communicate and develop amicable partnerships. Destination Marketing Organizations (DMO) in “college towns” are no different. Communication with nearly thirty colleagues revealed that some DMOs are just now establishing relationships with university departments and representatives while others have long established relationships. This paper will reveal five ways how DMOs have collaborated with their local universities to drive visitation to both the campus and community.

DMOs are collaborating with universities to drive travel, tourism and economic development to their communities. This paper has outlined a number of action items for such collaboration. As with most business ventures, they start with relationships – the most critical of which are:

– President’s office. Discuss your interests and goals. How could he/she “open doors for you”? Be mindful that the President could have another goal in mind, however, if you work on his/her goal first, he/she may have more willingness to promote and assist with the DMO’s project(s).

– Recruitment office. Can the community’s information provided by the DMO be included in the recruitment packages? As students begin their schooling and parents are introduced to the school, how can the DMO be a part of the orientation process?

– Athletics department. Can the DMO recruit events that could utilize the university fields and/or facilities? Can the DMO assist in recruiting regional or national championships or simply help service championships that are already coming to the community? You can also discuss clustering community events with athletic events on campus.

– Deans and Department Heads. Would they be open to communications to university staff soliciting meetings and conventions? Being experts in their fields Deans, department heads, and professors are probably speaking at conferences that could be attracted to the community.

The full paper is here: CDME Final Paper Edit. Please note that the paper is an edited version. (CDME only allows for so long of papers.) A longer, supplement with much more content and information from those 30 colleagues will be posted soon.

Thanks for reading!