In this episode of Destination Discourse, Stuart Butler and Adam Stoker are joined by Dan Gibson, CEO of Visit McMinnville and former journalist, to explore the collapse of local media — and what DMOs should do about it.

Topics include:
• Anthropic's Claude for Small Business launch and what it means for destination marketers
• The state of local journalism and the storytelling void it leaves behind
• Whether DMOs should step up as media outlets — and the real risks of going too far
• How Dan grew Visit McMinnville's digital presence with a lean team and tight budget
• Why authenticity beats production value in destination content

The Bottom Line: Local media isn't coming back. DMOs have a real opportunity — and responsibility — to fill that void with authentic, community-driven storytelling. Start small, be consistent, and make it sustainable.

Connect with Dan Gibson on LinkedIn: linkedin.com/in/dangibson

Destination Discourse is hosted by Stuart Butler and Adam Stoker, and produced by Miles Partnership. Subscribe wherever you listen to podcasts.