As a proud fourth-generation Arizonan, Lisa Urias has built her career on crafting and promoting the multi-faceted brand of Arizona through several companies, organizations, and roles. Lisa's family has a long history of service to Arizona – a value she holds dear. Her more than 35 years as a marketing & PR professional have taught her that a strong organizational culture, a responsive strategic plan, diverse perspectives, and dedication to innovative ideas lead to sustained success.

What you'll learn in this episode:

In this episode of From Persona to Personal, Roger Hurni welcomes Lisa Urias, CEO at Arizona Office of Tourism, you'll learn about her extensive career in marketing and PR, focusing on her role as the CEO of the Arizona Office of Tourism. The conversation delves into her approach to creating and promoting Arizona's brand by emphasizing the importance of diverse perspectives, innovative ideas, and a strong organizational culture. Lisa shares insights on how bridging opportunities to underserved communities can lead to remarkable achievements as illustrated by their success stories.

Additionally, the episode covers the significance of cultural understanding in tourism, particularly in engaging with Native American tribes and rural communities in Arizona. Lisa discusses the value of small, meaningful experiences in tourism, such as learning traditional practices from tribal guides, and the potential for these activities to create job opportunities and enrich visitors' experiences. The transcript highlights Lisa's dedication to inclusivity and representation in the industry, aiming to lift up diverse voices and talents to drive progress and innovation.

Tim Vennard - Vice President of Mazzone Hospitality with more than 15 years in company leadership. Tim's been innovating the food industry through catering, restaurants, and corporate cafes. He was essential in growing Mazzone Hospitality with some of the biggest clients in the pharmaceutical, microchip manufacturing, and finance Industries. He has been recognized for his leadership by Restaurant Associates and Compass Group, as a trendsetter domestically and worldwide in food service. As leader of Mazzone Hospitality he has his eyes fixed on the growth of the brand and influence throughout the Northeast. He is also the company softball/volleyball/basketball coach and our Notorious B.I.G. karaoke king.

Ben Houck - Marketing Wizard - has served Mazzone for 7 years with his hand in not just marketing, but IT, HR, Accounting, Operations, and Sales. He took squeezing every bit of value out of his MBA quite literally. When Mazzone was tasked with what title should be put on a Chef coat, "wizard" seemed to be the only title fitting of Ben.

Recently, Ben has been writing for regional business journals on "Food as an Employee Benefit" and hopes to spread the culture of hospitality throughout business and organizations.

What you'll learn in this episode:

In today's landscape of modern business, companies are constantly seeking innovative ways to attract and retain top talent. Corporations and companies are turning break rooms and cafeterias into centers of collaboration and revitalization. High-quality meals not only nourish employees physically but also spark creativity and strengthen connections among colleagues. Furthermore, offering a variety of culinary experiences showcases a dedication to employee well-being, resulting in increased morale and loyalty.

In essence, food isn't just about sustenance—it's a recipe for success in cultivating a thriving workplace culture and securing top talent.

In this episode of From Persona to Personal, Roger Hurni welcomes Tim Vennard, VP of Mazzone Hospitality together with Ben Houck, their marketing wizard, to discuss how they transformed a company that began as a diner into a leading corporate dining brand catering to large corporations and hosting exclusive events. Their innovative perspective and marketing strategies have reshaped clients' perception of food from a basic necessity to a valuable employee benefit, fostering a stronger company culture and driving higher productivity.

Sonny Smith who is the Co-Founder of Jampack. Sonny has more than 20 years of experience in hospitality, entertainment, and technology space. As an executive leader, he has built successful teams and achieved notable results with globally recognized brands such as Madison Square Garden Entertainment, Tao Group, and Hakkasan Group. His expertise includes large-scale venue pre-opening, revenue creation, brand positioning, and trendsetting practices in domestic and international hospitality marketing. Sonny is skilled in various aspects of marketing, including agency management, event production, and campaign development.

What you'll learn in this episode:

Discovering an untapped niche in today's highly innovative and AI-driven market is remarkable in its own right. Sonny Smith and his team achieved precisely this with the inception of Jampack.

A seasoned executive in the hospitality marketing industry, Sonny Smith explains how they capitalized the silver lining of the recent pandemic and took their time to meticulously strategized and give birth to Jampack, foreseeing the opportunity that came in with the resumption of normality, particularly in the event-based travel industry.

In this episode of From Persona to Personal, Roger Hurni welcomes Sonny Smith, the co-founder of JamPack, a company specializing in event and travel experiences. Sonny discusses the origins of JamPack and its unique approach to event-based travel, highlighting the company's focus on providing comprehensive, personalized experiences for event attendees. Sonny explains how JamPack evolved from a collaboration between individuals with backgrounds in hospitality, entertainment, technology, and event production. He describes the company's mission to streamline the event experience by offering a single transaction for event tickets and accompanying travel and entertainment options.

Barton G. Weiss is a devoted father, world-renowned restaurateur, philanthropist, fashion designer, and former professional ice skater with a career that spans more than 40 years. As the Founder and Chief Executive Officer of Barton G. Enterprise, he has had the privilege of orchestrating and managing an impressive portfolio of over 100 high-profile events. Barton's company has catered to Fortune 500 corporations, professional sports leagues, luxury brands, and celebrity clients. The company is recognized for its sophisticated "New American" cuisine, proudly showcased in two distinguished locations in Los Angeles and Miami — with a third location opening soon in Orlando. Barton G has earned notable industry recognition, including the Travelers' Choice Awards.

Just like in sports, the restaurant industry demands a steadfast dedication to excellence. Similar to how a winning team relies on the abilities of its players, a thriving restaurant depends on the skill of its chefs and the freshness of its ingredients. The competitive advantage lies not only in the flavors of the dishes but also in the overall dining atmosphere.

In both arenas, success isn't just about talent but also about maintaining consistency and fostering innovation. A restaurant that consistently delivers top-notch meals distinguishes itself among competitors, fostering loyalty among customers and positive word-of-mouth.

In this episode of From Persona to Personal, Roger Hurni welcomes Barton Weiss, the founder of Barton G. restaurant and event space, to explore the captivating story behind his culinary enterprise. Barton shares insights into his unconventional journey from being a former figure skater to entering the restaurant industry seamlessly. Drawing parallels to his competitive spirit honed on the ice, Barton emphasizes the paramount importance of attention to detail and boundless creativity in both figure skating and the culinary arts. His steadfast commitment to excellence and innovation shines as he discusses the inception of Barton G. and his unique approach to design, centered on curating an unmatched dining experience focused on culinary delights rather than mere ambiance.

Jason Pirock, Corporate Director and Head of Marketing at Springboard Hospitality, is an award-winning marketing executive with over 16 years of experience transforming brands like Hyatt and Target. Formerly the VP of Marketing at Aparium Hotel Group, he built and led the marketing department. In his current role, Jason oversees brand development, integrating marketing and customer acquisition strategies for Springboard Hospitality's 48-plus properties. A member of The CMO Community, an Advisor for TapOnIt, and part of the Advisory Council for Brand Innovators Labs, Jason has a reputation for transforming businesses and their marketing process.

In the era of social media, splashy videos, and content marketing, hospitality businesses are constantly looking for methods to personalize their marketing message to cater to specific travelers. However, they have found that the best marketing strategy is simply to provide their guests with an exceptionally comfortable and enjoyable stay.

As a seasoned marketing executive in the hospitality industry, Jason Pirock explains how leveraging guest experience can be an excellent branding opportunity. He highlights taking advantage of opportunities for personalization, indicating that it doesn't necessarily have to be elaborate or complex but can focus on meaningful touchpoints during every stage of a guest's journey. He stresses the significance of listening to guests, tailoring solutions to meet their needs, and gradually moving towards more advanced personalization strategies. Jason also notes that creating memorable guest experiences promotes loyalty and positive word-of-mouth marketing.

On this episode of From Persona to Personal, Roger Hurni welcomes Jason Pirock, Corporate Director and Head of Marketing at Springboard Hospitality, to talk about opportunities for marketing in the travel industry. They discuss the rebranding journey, Springboard's growth trajectory, and the pivotal role of the digital space. Jason emphasizes the importance of learning from the marketing process instead of pursuing perfection. He also suggests that creating memorable guest experiences is crucial in building brand loyalty.

Andy Shallal is the Founder and CEO of Busboys and Poets, a restaurant group known for its intentional intersection of art, culture, and politics, featuring mindfully sourced food, drinks, books, and event programming. Andy is a dedicated advocate for progressive business and labor practices and is actively involved in several boards, including the Institute for Policy Studies and Race Forward. As an artist, social entrepreneur, husband, and father of four, Andy is committed to making his hometown of Washington, DC, a more livable community.

In a world where people often hold conflicting political beliefs and widely divergent views, is there any hope of bridging the gap and cultivating a sense of unity among individuals with opposing ideologies?

According to Andy Shallal, the visionary behind Busboys and Poets, positive human interactions can bridge differences and promote understanding. He shares a story about customers with opposing views who came together at his establishment despite initial reservations. Their encounter unfolded with grace, broke down preconceived notions and stereotypes, and demonstrated the transformative power of genuine human connections. This account exemplifies how an establishment like Busboys and Poets, which values unity and finding common ground, can create opportunities for people to transcend their differences and foster a more compassionate and empathetic society.

On this episode of From Persona to Personal, Roger Hurni welcomes Andy Shallal, Founder and CEO of Busboys and Poets, to chat about his distinctive hospitality concept and its evolution into a vibrant community space. He shares insights into his activism journey, the challenges of maintaining a solid team, and his establishment's impact on cultural and political landscapes. Andy's revolutionary approach provides a glimpse of the hospitality industry's potential contribution to society.

Chris Moyer is the Senior Director of Communications at Visit Detroit, where he utilizes his storytelling abilities and expertise in connecting people to bring visitors to the Detroit area. He is a seasoned communications strategist with nearly two decades of experience in government, clean energy, and economic development across the US and UK. As a passionate advocate for family and dogs, it's unclear which holds precedence in his heart. However, it's evident that he has a passion for traveling, Detroit sports, soccer, and the complex connections between public policy, the energy industry, digital transformation, customer experience, and politics. Chris is a Detroit enthusiast, lifelong learner, traveler, and aging athlete.

If your city has great qualities and is even thought to be a hidden gem but is often perceived negatively, what can you say to potential tourists to change their minds and encourage them to visit?

As an experienced communication strategist, Chris Moyers is addressing and reshaping the Detroit area's negative reputation by highlighting the positive aspects of the region. Leading the Visit Detroit initiative, he is reviving and improving the city's tarnished image by showcasing its residents' accomplishments, the vibrant small business community, and the city's rich cultural history. Over the next year, Chris will focus on specific themes such as innovation, music, and culture. By positioning Detroit as a foundational building block of American culture, he aims to attract visitors who are seeking a unique and authentic experience.

On this episode of From Persona to Personal, Roger Hurni chats with Chris Moyer, Senior Director of Communications at Visit Detroit, about effective ways to rehabilitate the reputation of a city to attract tourists. Chris talks about overcoming the perception that Detroit is unsafe, highlights the tremendous cultural and historical impacts of the area, and discusses Visit Detroit's approach to using AI and a mobile-friendly website for marketing.

Stacy Ritter is the President and CEO of Visit Lauderdale, where her primary responsibility is to attract visitors and promote tourism to the Fort Lauderdale area. Over the years, Stacy has held various positions, such as Florida State Representative, Broward County Commissioner, and Broward County Mayor. With her expertise in budgeting, government, strategic planning, community outreach, and public speaking, Stacy is a highly skilled business development professional with a JD from Nova Southeastern University. In addition to her professional achievements, she's also a devoted mother to two children and three rescue dogs.

If your state is moving in a political direction that runs counter to your region's core values, can publicizing your willingness to go against the messaging that comes from state government actually be a benefit when it comes to attracting visitors?

Stacy Ritter is responsible for promoting Fort Lauderdale, Florida, as a tourist destination and believes that promoting diversity has been her most effective marketing strategy. The idea is to present Fort Lauderdale as the "Real Florida" and to counter any misconceptions perpetuated by recent political headwinds. According to Stacy, the diverse demographics of Broward County, an area that caters to a wide range of people, make it an international destination. The focus on diversity aligns with her organization's values and fits with its "Everyone Under the Sun" tagline.

On this episode of From Persona to Personal, Roger Hurni sits down with Stacy Ritter, President and CEO of Visit Lauderdale, to discuss the most effective marketing strategy for attracting tourists to the Florida region between Palm Beach and Miami. Stacy talks about how recent political headwinds in Florida may affect the state's attitude toward diversity, potentially contrasting with Visit Lauderdale's emphasis on diversity as its primary means of attracting new visitors to Fort Lauderdale.

Jonathan Newar is the Co-founder and CEO of Captain Experiences. He has transformed his frustration over the complexities of finding, vetting, and booking fishing trips into a successful venture. Under his leadership, Captain Experiences has emerged as the largest fishing trip booking platform in the US, boasting over 80,000 trip hours since its 2020 inception. With a vision for broadening horizons, the company has raised $4.6 million and is gearing up to expand its offerings across various outdoor sports and geographies. Jonathan is also a Founding Member of Hampton, a highly vetted membership community for entrepreneurs, founders, and CEOs.

As technology evolves and digital platforms keep expanding, so do marketing opportunities. Just because something worked a few years ago doesn't mean it will indefinitely. However, one method never fails: word of mouth. How does a travel brand ensure customers will talk glowingly about it to potential new customers?

Outdoors enthusiast Jonathan Newar co-founded an online platform that helps people find and book fishing trips quickly and seamlessly, using a process they can trust. When clientele have an excellent customer experience, the road to expansion is limitless. Why? Because when you have a great experience, you share it with others. Jonathan explains that people who use his platform view it as unique and novel and refer his services to friends. Loyal customers are also incentivized when they take advantage of his referral program, which offers discounts to those who recruit new adventurers.

On this episode of From Persona to Personal, Roger Hurni discusses the most effective methods for marketing unique fishing adventures with Jonathan Newar, Co-founder and CEO of Captain Experiences. Jonathan reveals how the brand came about and what makes it unique, talks about the types of adventures he'd like to eventually offer beyond fishing, and shares his concerns and what excites him the most about the future. Jonathan also talks about the benefits of, and reasons for, word-of-mouth marketing.

Emmanuel Burgio is the Principal and Founder of Blue Parallel, a boutique travel company that specializes in providing luxurious adventure experiences to destinations that include Latin America, the Mediterranean, and Antarctica. Emmanuel graduated from the London School of Economics and then worked in investment banking in New York City. Due to his passion for adventure and discovery, he eventually took a year off to travel the world. The profound experiences he gained on that exploration inspired him to create Blue Parallel.

For a midsized business focused on luxury travel experiences, growth can take place through an aggressive marketing campaign. For others, it may occur as a result of providing a quality product that turns first-time customers into repeat clients who grow the business through word-of-mouth referrals.

According to travel expert Emmanuel Burgio, the latter scenario has sustained growth for his luxury travel brand. He explains that his primary focus is on the quality of the experiences they offer since that's the best way to generate returning clients and get referrals. Emmanuel notes that relationships with travel advisors are also valuable because they repeatedly contact his company with return clients.

On this episode of From Persona to Personal, Roger Hurni sits down with Emmanuel Burgio, Principal and Founder of Blue Parallel, for a conversation about growing a luxury travel business organically. Emmanuel shares the type of traveler Blue Parallel attracts, how it gains repeat and new clients, and his vision for the brand over the next five years. He also discusses his passion for travel and the benefits of allowing employees to work remotely while living in their chosen location.