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99: Who's Actually the Theater Director of Your Destination? (Seth Lieber)
Destinations International's 2025 Destination Next study says DMOs should stop just promoting the visitor experience and start owning it. Seth Lieber, founder of Seth Lieber Creative and a former DMO and theater professional, joins Stuart and Adam to make that case - using an extended theater metaphor where the destination is a production and someone has to direct it.
Stuart and Adam push back. If the DMO is expected to direct the show, why does it have zero authority over the actors - the municipalities, Main Street orgs, promoters, and businesses that actually deliver the experience? Adam…
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