Destination Roadmapping

Send us Fan MailSome communities spend years trying to turn downtown into the star attraction while visitors are actually coming for the lake, the sports complex, the trails, the rodeo, or the hospitalIn this episode of Destination Roadmapping, Vicky Soderberg digs into one of the hardest truths in tourism strategy: just because downtown matters emotionally to residents doesn’t mean it’s what drives visitor behavior.This episode explores:Why communities misidentify their true visitor anchorThe difference between community identity and visitor flowWhy downtown may work better as an “enhancer” instead of the primary drawHow to connect downtown naturally into the visitor experiencePractical ways to capture spending from sports tourism, outdoor recreation, and other visitor marketsBecause tourism success isn’t about forcing visitors to care about downtown.It’s about making the entire experience flow naturally enough that people stay longer, spend more, and actually want to come back.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailSome communities are building tourism experiences for visitors they WISH they had instead of the visitors already showing up.And that disconnect creates problems fast.In this episode of Destination Roadmapping, we’re unpacking what happens when tourism planning becomes too aspirational: designing for “ideal” travelers instead of actual visitors overlooking practical visitor needs  chasing upscale branding while basics are still broken, and ignoring the opportunities already sitting right in front of you Because visitor behavior tells the truth.If your destination struggles with short stays, low exploration, weak downtown engagement, or visitors who never quite connect with the community, this episode is for you.Small towns do not need to become someone else to build stronger tourism.They need to understand who they already serve and build from there.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailWhat makes visitors stay longer in a community?It may not be your attractions, your branding, or your event calendar.It might be something much simpler: Shade. Seating. Snacks.In this episode of Destination Roadmapping, Vicky breaks down one of the most overlooked parts of visitor experience design, the comfort needs that quietly determine whether people linger, explore, spend money, or leave.Because visitors don’t only leave when they’re finished. They often leave because they’re hot, tired, and hungry.This episode explores:Why comfort drives visitor behavior How communities accidentally create “exit points” The hidden role seating plays in making people feel welcome Why snack and drink options matter more than many towns realize Practical ways to turn pass-through traffic into longer stays If your downtown struggles to keep visitors engaged, this episode may explain why.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailIf your vendors are complaining about low traffic, but your event felt busy, you don’t have an attendance problem.You have a layout problem.In this episode of Destination Roadmapping, we’re digging into The Booth Maze. The all-too-common setup where attendees walk your event and somehow miss half your vendors.Not because they didn’t want to see them.Because your layout made it easy to miss them.We break down: Why booth placement alone isn’t the issue, movement is  How food vendors can accidentally stop traffic instead of driving it  What happens when food lines and seating aren’t planned properly  Why some vendors get all the exposure and others get skipped  Practical ways to design booth flow so attendees naturally see more Because when your layout makes people guess where to go next, they stop exploring and that decision quietly impacts your vendors, your sales, and your overall event success.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailAre people visiting your town or just passing through it?Many communities see constant traffic and assume that means tourism is healthy. Cars are moving. Gas stations are busy. Drive-thrus stay packed.But pass-through traffic and visitor engagement are not the same thing.In this episode of Destination Roadmapping, we’re unpacking the difference between being on the route and being part of the trip, and why so many communities mistake convenience stops for tourism success.We cover: How to tell if your town is functioning as a pass-through stop  Why pass-through traffic can create a false sense of tourism performance  The difference between serving travelers and attracting visitors  Why local pride does not always equal visitor appeal  How better experience design can turn quick stops into meaningful stays If your town gets traffic but not traction, this episode is for you.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailWhat if the thing you think makes your event “family-friendly" is actually holding it back?In this episode of Destination Roadmapping, we’re challenging one of the most automatic decisions in event planning: The Kids Zone.Most events have one. Most planners feel like they should.But what if removing it actually improves the experience for families, vendors, and your overall event flow?This episode breaks down: Why kids zones often create separation instead of connection  What parents are actually experiencing (and why it affects spending)  How one design decision shapes movement, engagement, and energy  A practical, step-by-step way to redesign your event without a kids zone You’ll walk away with a completely different lens:Not “What do we have for kids?” But “How does a family experience this event as a family?”Because when you get that right, everything works better.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailSome of the best experiences in your community might be the hardest for visitors to step into.Not because they’re bad. Because they’re built on familiarity.In this episode, we’re unpacking the “locals only” vibe. The feeling visitors get when everything works, as long as they already know how it works.And here’s the twist: That local feel? It’s not the problem.It’s actually what people want.The problem is when visitors can see it, but can’t step into it.We break down: • What the “locals only” vibe really is (and why it’s not always a bad thing) • How to recognize when visitors are hovering on the outside instead of engaging • Why people don’t come back, even when they say they liked it • Simple ways to make your experience easier to step into without losing what makes it feel localBecause the goal isn’t to make your town less authentic.It’s to make it easier for someone new to feel like they belong in it.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailWe’ve all experienced it.The meeting ends. Everyone nods. “Great discussion.” Chairs slide back.And then the real conversation starts, in the hallway, in the parking lot.In this episode of Destination Roadmapping, we’re unpacking “the meeting after the meeting," why it happens, what it signals about your team dynamics, and how it quietly undermines your tourism plans and events.Because when people don’t feel comfortable speaking in the room, the meeting becomes a performance instead of a working session.And that’s where things start to break.You’ll learn: Why polite agreement during meetings turns into messy execution later  The three biggest reasons real conversations get pushed outside the room  The difference between unanimous agreement and real agreement (and why it matters)  Simple ways to structure meetings so people actually say what they’re thinking We all like to debrief with afterwards. That part won’t change.But if the important conversations only happen after the meeting, your plans are built on half the information.And that’s when good ideas start to wobble.If you want stronger events, better collaboration, and decisions that actually stick, it starts with making space for honest conversation, before the chairs get stacked.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailTourism seasons rarely unfold exactly the way we expect. Gas prices shift, travel habits change, weather refuses to cooperate, and sometimes a random 12-second video sends visitors somewhere you never saw coming.In this episode of Destination Roadmapping, we revisit the idea from Episode 20, the “What If” plan for events and apply it to an entire tourism season. Because just like events, destinations need to be ready for the unexpected.We’ll explore several forces that could shape the 2026 tourism season, including travel price fatigue, shrinking travel radiuses, the “cute downtown” plateau, and the rapidly changing ways visitors discover places.But we’ll also play a little devil’s advocate.What if tourism planning can’t predict the biggest disruptions? What if travelers simply take fewer trips? What if the real answer isn’t more strategy, but better fundamentals?Instead of trying to control every possible variable, the communities that succeed are usually the ones that build destinations flexible enough to adapt when things change.Because tourism seasons, like the wind, don’t always blow the way we expect.The goal isn’t predicting the weather.It’s building a destination that sails well no matter which direction the wind comes from.If you care about creating experiences that make visitors stay longer, spend more, and come back again, this episode will give you a fresh way to think about uncertainty in tourism.Small towns don’t win by predicting everything. They win by being ready for anything.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailMost small-town events are incredibly organized.But they’re organized for the committee, not the crowd.If your layout makes sense to the board but confuses first-timers If vendors are placed based on history instead of flow If guests need a volunteer just to figure out where to startYou may have designed an insider event.In this episode, we break down:The difference between Planner Brain and Guest BrainHow proximity bias quietly sabotages experienceWhy “fairness” often kills flowThe hidden economic costA simple walk-through audit you can use immediatelyBecause guests don’t care how hard you worked.They care how it felt.If you want people to stay longer, spend more, and be happy to drive two hours to come back again, this episode is your reset.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailIf someone pulled into your town at 3:00 p.m. on a Friday, no wedding, no meeting, no relatives to visit, would they stay 24 hours?Or would they quietly keep driving?In this episode, we’re walking through a simple but revealing diagnostic: the 24-Hour Visitor Test. Because there’s a difference between attracting visitors and structuring your community to hold them overnight and that difference is where the real economic impact lives.We’ll unpack:• The arrival friction that silently shortens stays • Why “having one thing” isn’t enough • The Saturday afternoon stall most towns miss • How Sunday morning either extends the visit or ends it • Why this is a sequencing issue, not a marketing issueThis isn’t necessarily about adding more attractions. It’s about tightening continuity from Friday afternoon through Sunday morning so visitors naturally linger longer, spend more, and build connection.If you’ve ever wondered why your town gets traffic but not overnight momentum, this episode will give you perspective and a practical way to test it yourself.Run the test. Map the gaps. Build the sequence.Because the goal isn’t more visitors.It’s visitors who don’t want to leave.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailEver leave a meeting uncertain if anything actually got decided?You’re not alone.In small towns, meetings are where vision, risk, nostalgia, and practicality all collide, and without clear purpose and defined roles, they spin. Same conversation. Different month.In this episode, we break down: • Why looping meetings are actually unclear expectations • How role confusion quietly fuels conflict • The one shared agreement that can shift everything • A simple 3-step reset you can use at your very next meetingIf your board meetings feel repetitive, your committees feel stuck, or your staff feels drained, this episode will help you move from circular conversations to clear decisions.Because meetings shouldn’t just take time, they should create traction.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailNot every struggling event crashes.Some just quietly fade away.Attendance dips slightly. Sponsors still sign, but ask more questions. Volunteers respond a little slower. Energy feels softer.Nothing breaks badly enough to force a decision. So it stays on the calendar.In this episode, we unpack the difference between a failing event and a fading one, and why fading is actually more dangerous.You’ll learn:The subtle warning signs your event is losing relevanceHow to tell if it needs refinement, reinvention, or retirementThe questions that reveal whether your event still has a clear jobWhy “tradition” is not the same thing as alignmentIf your event feels heavier than it used to, but you can’t quite identify why, this episode will help you diagnose what’s really happening.Because events don’t stay neutral. They either build energy or they slowly deflate.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailYour town isn’t falling behind. It’s overwhelmed.In this episode, we unpack a truth most small-town leaders quietly carry but rarely say out loud: overwhelm is not a failure of effort, it’s a failure of clarity.When the same handful of people are carrying the operational load, the emotional load, and the political load all at once, it’s no wonder progress feels slippery. The problem isn’t that your town isn’t doing enough. It’s that it’s trying to do everything.We’ll talk about what overwhelm actually looks like on the inside, why small towns feel it faster than anywhere else, and the simple shift that creates relief without adding more work.If your meetings go in circles, your calendar feels full but unfocused, or “next year” has become a planning strategy, this episode will help you reset the frame and move forward with intention.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailWhen something goes sideways at an event (and it always will) why does everyone freeze?A line backs up. A performer is late. A guest asks a simple question. Staff look at volunteers. Volunteers look at staff. Someone says, “Let me check with…,” and five minutes later the problem is still standing there, arms crossed.In this episode, Vicky digs into the real reason staff and volunteers hesitate to solve problems in real time. It’s not apathy. It’s not lack of initiative. It’s a system that quietly trained them to wait.You’ll hear why hesitation is often a rational response to unclear authority, how micromanagement (even unintentional) conditions people to stop thinking, and why “just ask me” turns leaders into bottlenecks instead of builders.This conversation connects directly to Episode 15: The Micromanagement Mess and Episode 20: Your Event’s “What If?” Plan, showing how decision authority, when designed intentionally, keeps events moving without turning them into the Wild West.We’ll cover:The hidden fears that stop people from acting in the momentWhy praise for initiative often clashes with post-event criticismHow to define decision “boxes” so people know when to act and when to escalateWhy volunteers freeze faster—and how clarity fixes thatThe debrief question that builds confidence instead of hindsight fearWhen authority is clear, people step up. When it’s fuzzy, they freeze. Confidence isn’t just a personality trait, it’s a design outcome.If you want events that feel calm instead of fragile, this episode is your blueprint.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailVendors make a decision about your event long before the last attendee leaves and it quietly determines your event’s quality, revenue, and reputation.In this episode, we unpack the vendor experience nobody talks about: load-in chaos, unclear communication, uneven enforcement, poor sales flow, and the tiny frictions that add up to “never again.” Vendors rarely complain. They just stop coming back. When they do, your event feels it. Thinner lineups, lower-quality offerings, and less energy on the ground.This is an extremely practical episode about how vendors actually evaluate events, what makes them return year after year, and how small, intentional improvements can dramatically upgrade your event without increasing your budget. If you want better vendors, stronger sales, and an event that levels up instead of coasting, this conversation matters.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan Mail“We don’t have the budget.”It’s one of the most common phrases in community planning.In this episode, I unpack The Budget Mirage: the idea that a lack of money is usually standing in for something else, unclear priorities, fuzzy outcomes, or discomfort making a visible choice.This conversation isn’t about finding more funding. It’s about spending with intention.We’ll talk about why money feels scarce when priorities aren’t clear, how vague goals make every dollar feel risky, and why “playing it safe” often guarantees that nothing actually improves.Then we zoom out to what changes when city managers and councils enter the picture. Because the Budget Mirage doesn’t disappear in governance, it just moves upstream. When priorities, outcomes, and tradeoffs aren’t clear, leaders can’t defend decisions, and funding stalls.This episode will help you:Reframe budget conversations away from excuses and toward clarityUnderstand what makes a proposal fundable—not just appealingBring forward decisions that are easier to explain, evaluate, and stand behindIf budget conversations keep shutting things down in your community, this episode will help you see why—and what to do differently next time.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailEvery event ends with a crash. Not the bad kind, the adrenaline kind.When the last guest leaves and the radios go quiet, there’s a letdown that most teams rush past or ignore. In this episode, Vicky breaks down the post-event hangover as a real, predictable phase, one that starts with adrenaline dropping and evolves into clarity, reflection, and smarter decisions.You’ll learn how to recognize the hangover for what it is, why timing matters when it comes to debriefs, and how to preserve what worked while fixing friction before memory smooths everything into “it was fine.”This isn’t about overanalyzing or assigning blame. It’s about using the brief window after an event to set the next version up for success, without starting from scratch or losing what made people care.If you want your next event to improve by design instead of by accident, this episode is your roadmap.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailJanuary 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 really matters”—and explain why they’re holding communities back.You’ll learn:Why January travelers are different (not absent)How perception, trust, and future demand are shaped during quieter monthsWhy going quiet in January often creates more work laterHow small, intentional improvements now can carry forward all yearThis episode isn’t about doing more in January. It’s about getting clearer.January isn’t a throwaway month. It’s a positioning month and when you get it right, everything that follows gets easier.Listen in if you work in tourism, Main Street, or place marketing and want a smarter, calmer start to the year.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailA 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 create a clean slate, not by starting over, but by clearing what’s quietly getting in the way.You’ll learn:Why a clean slate is not the same as a blank slateHow overbuilt calendars, zombie traditions, and messy messaging drain momentumWhy “busy” often hides avoidanceThe three questions that help you reset with clarity instead of chaosThis episode is for small towns, Main Streets, and tourism teams ready to stop carrying what no longer serves them—and start building forward with intention.Clear the slate first.Then build what actually works.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailMost 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 feelIn 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 they arrived.We’ll explore:Why arrival moments matter more than you thinkHow simple “linger invitations” encourage visitors to slow down and stay longerThe human interactions that spark loyalty and repeat visitsWhy small towns are uniquely positioned to create tourism experiences that restore, not overwhelmThis episode is especially for communities and destinations that want to attract visitors seeking a calmer, more meaningful getaway, the kind that regenerates energy, sparks quiet joy, and feels like a refuge instead of a checklist.If you’re ready to stop chasing hype and start designing experiences people genuinely connect with, this one’s for you.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailMost 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 — fast.In Episode 22, you’ll learn:Why your website isn’t a brochure, filing cabinet, or history bookThe four decisions every visitor makes (often in under a minute)The Visitor Decision Framework: Belonging, Clarity, Ease, and DirectionWhere small-town and destination websites most often break the decision processA simple 3-minute test to see if your website is helping, or quietly losing, visitorsIf your website feels packed with information but visitation, attendance, or engagement isn’t growing, this episode will help you see why.Your website’s real job is simple: help people decide quickly.And if it doesn’t?They decide to go somewhere else.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailNothing 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 again.You’ll learn: ~~ Why event conflicts cost communities more than they realize ~~ How to create systems that make conflicts nearly impossible ~~ The 4 types of event conflicts (and which one is the real troublemaker) ~~ The script to use when reaching out to the other organizer ~~ How to decide whether to stay, shift, merge, or collaborate ~~ What to communicate publicly, and ~~ How to turn one frustrating moment into permanent community improvementsEvent conflicts don’t have to become turf wars. When handled well, they strengthen relationships, build better calendars, and protect the visitor experience. And that's the whole point, isn't it?.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailIt 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 every event needs, including:• The weather decision points your team should define • How to communicate clearly during closures or sheltering • Accident response roles every volunteer should know • Lost child protocols, reunification sites, and compassion planning • Why your post-event debrief is where true excellence is builtWhen things go sideways, visitors aren’t judging the incident. They know things happen. They’re judging your leadership.This episode helps you build the kind of “What If?” plan that keeps people safe, reduces stress for volunteers, and strengthens your event year after year.Listen now to learn how to crisis-proof your event with confidence, clarity, and compassion.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailIt’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:~~  Why the way your town shows appreciation impacts your community's vibe~~  The difference between lip-service and gratitude people can actually feel~~ Why volunteers, businesses, partners, and residents crave real appreciation~~ The four places where fake “thank yous” do the most damage~~ Practical, low-cost strategies to close your gratitude gap starting this week~~ Six bold action steps to make gratitude a cultural habit, not crisis managementIf your town is tired, stuck, or struggling with engagement, this episode will show you why genuine appreciation, not bigger budgets, is often the missing link.Small towns shine when people feel valued, they thrive when people feel appreciated, and they grow when the gratitude is real, not performedLet’s close your community’s Gratitude Gap, one meaningful “thank you” at a time.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailSince 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 a built-in annual celebration opportunity~ How to choose which date to use (and what to do if your records are confusing) ~ Easy, low-cost ideas, from candle lightings to cupcake crawls, that ANY town can pull off ~ How this one tradition boosts business traffic, civic pride, and sense of place ~ And why consistency (not scale!) is what makes these celebrations stickWhether your town is 37 years old or 337, this episode will inspire you to mark the moment, gather your people, and start building a tradition your community can look forward to every single year.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailYou 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 for groups that crave authenticity over amenities, how to build credibility without spending big, and how to turn your first retreat or board meeting into marketing gold.Because they can probably outspend you — but they can’t outshine what’s real and that’s the spark people remember.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

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

Send us Fan MailMicromanagement 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: If you trust people enough to recruit them, you’ve got to trust them enough to let them do the work.Learn how to:Set guardrails instead of creating chainsCoach instead of correctReplace fear with freedom and watch your volunteers flyWhen you stop trying to do everything, your community starts doing amazing things.Listen now on Destination Roadmapping, where even small shifts can turn “meh” into memorable.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailYour 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 how to turn “one-and-done” helpers into long-term champions through better onboarding, appreciation that actually lands, and communication that keeps people in the loop instead of in the dark.If your committee feels like a hamster wheel of recruitment, this 10-minute episode is your off-ramp.Listen now and start keeping the people who make your events possible.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailIf 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 match sensory cues to your event’s theme or story 👂 Why sound and scent can influence crowd flow and dwell time 👅 How taste and touch add emotional stickiness to any experience 💡 Simple upgrades that make visitors say, “This just feels different.”When all of the senses work together, your event stops being random — and starts being remembered.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailQR 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 hear real-world examples of: 🚫 The billboard QR code that no one could possibly scan 🍽️ The restaurant menu fail that drove customers crazy 🥾 The small-town trail system that got it exactly rightPlus, you’ll walk away with 10 smart, visitor-tested rules for making QR codes actually work—without making your guests work harder.Because technology doesn’t make you innovative.Execution does. And when you get it right, a simple scan can turn confusion into connection—and keep visitors around longer.#DestinationRoadmapping #TourismStrategy #VisitorExperience #CommunityMarketing #EventPlanning #SmallTownTourism #DMO #MainStreet #DestinationDevelopment #TourismCoach #SmartTourism #ExperienceDesign #QRCodes #EventExperienceThanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailYour 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 cycle.Real-life case studies of festivals that flopped vs. festivals that nailed it.Practical programming ideas that keep people lingering instead of leaving.How to rebrand Sunday as a finale instead of soggy leftovers. Stop the Sunday fizzle, and start turning your weakest day into your secret revenue weapon.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailTourism 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 every time. Plus, she talks about calling audibles when things change and celebrating the small wins that keep momentum alive.If your community has been running plays without a game plan, this 10-minute pep talk will show you how to rally the squad, move the ball forward, and actually score in tourism.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailYour 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 visitorsWhy catfishing kills trust and repeat visitsReal-world examples A no-nonsense playbook to stop catfishing and start being realBecause authenticity isn’t a downgrade—it’s your secret weapon.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

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” mindsetHow to reframe what’s already happening in your townQuick wins to shift both visitor and resident perceptionSmall towns don’t need flashy attractions to feel alive. Sometimes it's just a matter of sharper storytelling and intentional visitor experiences. Let’s turn meh into memorable.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailMain 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 moves: quirky wayfinding, twinkle lights, micro-markets, and cross-shop “breadcrumb” ideas that yank people off Main Street.You’ll snag punchy micro-copy (the kind strangers actually follow) and leave with a clean to-do list. Grab the free companion worksheet and turn your next corner into a detour-worthy “ooh, what’s down there?” moment.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailFarmer’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 markets a powerful anchor eventHow they spark small business growth and tourism spendingWhat makes a market “sticky” (and why that matters)Practical steps to maximize the market’s impact on your downtownIf you want a magnetic, habit-forming event that drives pride and economic activity, this episode is your roadmap.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailIf 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 people can taste, touch, and post about.Package the past for short attention spans—without watering it down.Plus, real-world examples of towns that added to the bronze and built buzz. Plaques have their place. But if they’re your only play, you’re playing small—and your visitors are leaving early. Let’s fix that.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailSmall 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 Gen Z into the heart of your downtown and tourism strategy:No big budget. No matching T-shirts. Just structure, trust, and the courage to let go of “the way we’ve always done it.”🎧 Whether you’re a DMO, Main Street director, or just sick of watching your community run on reruns—this episode is your wake-up call. Because if they don’t get to build something here, they’ll go build it somewhere else.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailBefore 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 it on Facebook” is not a marketing plan.Whether you’re dreaming up a new event or stuck in the “we’ve always done it this way” cycle, this episode will help you plan smarter—and avoid throwing another forgettable party in the name of economic development.🎧 Grab your checklist and let’s get clear before you get busy.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

Send us Fan MailLet’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 harm than good. And we’re not having it.Expect tough love, real talk, and smarter ways to move your destination or event from “we tried” to “we nailed it.”🎧 If you’re tired of rinse-and-repeat results, this myth-busting mini-episode is your permission slip to challenge the status quo—and do things differently.Thanks for listening!Look for new episodes each Wednesday wherever you get your podcasts, and in the meantime...Connect with Vicky on LinkedIn

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