ESTO 2022 - Linda Freybler

Hey friends, welcome to another episode of the Everything is Marketing podcast live from ESTO 2022. And on this episode, we head to Ciro City. And on this episode of the podcast, as we broadcast live from ESTO 2022, let's go to Battle Creek. Linda, how are you?

I am great. I am so happy to be here in Grand Rapids. You know, it's not far from Battle Creek. Your commute to ESTO was a little bit quicker.

Right, than many people. But, you know, staying here almost like a tourist, you just get a different perception of the city. And I have to say, I mean, attendees of this event are just in love with Grand Rapids. So we're all really happy to be here.

I love that kind of perspective, right, that you were close enough that you could drive back every day, right? But you're going to stay here and just kind of immerse yourself in what's going on. That's pretty awesome. Right, right.

And I don't think I've spent as much time down here by the river. And then to hear about their river revitalization project, I think is just so exciting for this community. Because I know it's already a really beautiful view. And it's only going to get better.

Yeah, because they're kind of making it more functional and the ability to use it more. And as that kind of continues, that'll be cool to watch happen. Right. So for you, I know that you've been to another ESTO in what we call the before time, right?

Yes. But you came to this one, obviously there's proximity as part of it. Everybody seems to love what's happening here. What were you coming to kind of discover and what's the experience been like as you've been here?

So I think that the great thing about Esto is it's all different destinations from around the country and it's so collaborative. So to come here and be around CEOs that do similar jobs to me, but are in a very different destination and just hearing how they might approach a problem or and find creative solutions and get new ideas on how to do things. And also just to support each other. Sure.

Because like we've all gone through a lot. So it's nice to be around peers that really understand the industry. And so what are the things, Linda, top of your mind that you guys are trying to solve for? Like what are some of the things in Battle Creek tourism that you're like, oh, we need to figure out an answer to this sort of thing, you know?

Yeah, I think it's more around what are the opportunities. So as we think about Battle Creek being kind of center of the stage, you know, we're definitely we found during the pandemic that we've become a stop along the way in that Pure Michigan tour, which has really been one of our objectives. but we didn't know how to do it. But now that more people are driving through Michigan with remote work, they have more time.

And we're finding, you know, they'll stop. They may go to the lakeshore, but then they come to Battle Creek on Sunday night and stay a night or two. So I think, you know, just connecting with other CBBs and really being a stop along the way in that Pure Michigan tour is really what we're working on. And so you come out of this week, you know, you head back to the office tomorrow.

what sort of energy are you bringing into the office and what sort of things have you taken here that you wanna go, okay, I wanna, let's implement this immediately, right? Well, I think, yeah, that's the boring stuff, right? Cause I'm the CEO, so it was like strategic planning and those sorts of things But for me it interesting to see you know cause sometimes people come to a conference and they go home and they like I spent that money and I really didn get much out of it Right Yeah We not seeing that in the 20 people that we interviewed since we been here We've seen a lot of people who are taking things.

And I know that you're the CEO, but still you bring that energy into the office. Right. And people are like, oh, cool. Yeah.

What should we talk about or do? Right. So one of the speakers talked about asking your staff, you know, what are their top five challenges from the last week? and you know I think that that is something I'll implement when I go back because I think that being in this industry we kind of focus on the like maybe on the positive you know so we always spin everything that way but asking that question in a little bit different way I think you know it will help my staff bring up you know what are the challenges they see and then what are those solutions that maybe they've already thought of that we just haven't yet implemented.

And so as a CEO, the last three years, like you said a minute ago, we've all been through some stuff. And most CEOs have had to kind of go from wartime CEO when you're in COVID trying to figure out what we're going to do to peacetime CEO and trying to figure out, okay, what did I learn during the struggle that I should keep as a leader? And what did I use because I had to that I should never, ever, ever do again? And so as a CEO, what has this year been like for you?

And what's the staff like? And what's the energy like in Battle Creek? Yeah, so we were very fortunate to have created kind of a reserve. So one of our strategic plans was to have a reserve so we wouldn't, if something happened, we wouldn't have to lay off staff.

So we were fortunate in keeping staff. So you had that prior to this? Yes. Yes.

So we didn't. Yeah. Like, so what would I need to pause for a second? Like, because that foresight is fascinating.

So, you know, how did, obviously you didn't know that there was a pandemic, but like, what were those conversations to go? We need this thing that we might never use. Right. So creating a reserve, like a reserve policy that says we need six to nine months of operating reserves.

So if our income was ever cut off, it's there. I mean, And, you know, it's part of strategic planning and that's what we did. You say it's the boring stuff. Like that's a profound insight though.

You know what I mean? Because like, you know, you're not finding a lot of DMOs that are sitting in this chair and going like, oh, we didn't have to lay off anybody. And we had a great, you know, we had a great time going through this challenge together as a team, right? It's like we had to fire everybody and my cat was running.

So like, that's what we're here, you know? No, we did not do that. We kept everyone. um so um and I think I was telling someone we already had kind of a work from home policy because we're in Michigan remember the polar vortex we went through and everyone worked from home for a week so coming out of that we created kind of you know work from home plans and things like that so so I I just I just want to celebrate you for a second because you're saying all of these things as if they're like sort of no duh statements and I can tell you that there are many companies in the state of Michigan, both during COVID and certainly after that do not agree with that.

We've already had a stay at home, like that, what you were doing and your ability to look, to kind of have that, that future cast. I want to, I want to sit here for just a second, because I want to kind of know as a CEO, you know, what sort of things are you seeing going forward? Right Because I mean those are two big things you were already doing Right So you were ready for a thing that you didn know was coming So as I talking to Linda in the middle of 2022 as we heading into the fall what are you thinking about for the rest of this year and maybe into 2024 and beyond Like, what are the things on your mind?

Right. Yeah, that's a good question. Well, because like, you blew my bubble a little bit because things that I maybe think are sort of every day maybe aren't, but I think. I think that's the thing about strategic planners who are very good at what they do is they probably take for granted their general savageness at that space.

Right. And I'm telling you, there are organizations in this state and beyond that had no idea what you're talking about. Right. They did not have a reserve.

They were not going to let people stay at home and wanted them to come back into the office as soon as humanly possible. And that's why, in my mind, right, and you as a CEO know this, like, that's why we're having the great resignation. Right. Because we're not caring for our teams the way that we should.

Right. And you clearly are. And I'm just wondering, and maybe there isn't anything that is top of your mind to kind of plan for in the future. Oh, absolutely there is.

I mean, I think DMOs need to be even more. We, as an organization, already had an economic development investment policy. So we invest in tourism projects. Things like Lions at the Zoo or a new trail, Splash Park in a certain neighborhood that may be from an economic or culture of vitality.

We think that's going to improve the neighborhood. But our tie with our economic development arm, I think, is something that CVBs and DMOs really need to be more involved in to help build tourism assets. Because there aren't a lot of places that maybe nonprofit attractions can go for funding right now. So if CVBs can help contribute, a lot of times that gets them matching grants, opens other doors to say, hey, this organization is invested in our project.

Someone else can help as well. And you mentioned Lions. So I want to shout out, like you've got something new coming to Binder Park. Yeah, yeah.

So we got Lions a few years ago. But their major project this year is the Scarlet Ridge. it's the largest ropes course and zip line structure that's going to be in Michigan it's three stories high we would love for you guys to come and check it out have you tried it? it's not open yet I will though in September it's going to open so I have a fear of heights but I'm okay with zip lining so I think I'm going to be okay on this we'll see I wish you well it's sure gonna be fun um it's actually um being built by a company um out of um allegan michigan and so it's a michigan-based company um that's involved and they're actually the largest builder of these sorts of structures in the world they've built them on all different continents all over the u.

s um and it's kind of a little known gem right there in allegan michigan so yeah yeah so what other things are happening in Battle Creek I know you said that there's something coming up this weekend right yeah so we have color the creek going on over the last five years every summer Battle Creek has a mural it isn't really a contest it's more like a celebration or a festival where they bring in artists from all over the country to make murals on sides of buildings so these are big permanent murals we have one that Sojourner Truth For instance we have a lot of other really great murals There activities all week You can see the murals being created And then afterwards, you can always stop by our Welcome Center and get the mural tour as well, for sure.

Linda, where did the street art culture kind of pop up in Battle Creek, right? Because I think most people who might be hearing this would be like, wait, you've got a whole bunch of murals in Battle Creek. Where did the art come from? So like what was the nexus five years ago to go, hey, here's a cool thing we can do on sides of buildings that will kind of be an extra attraction as people are walking through.

Yeah, so I think it was a little more grassroots based out of some of our young artists in our community that come from very diverse backgrounds. So really all different races are kind of involved in this group kind of came together and approached our community foundation and said, we just think that this is a great way to celebrate our local artists, bring in some experts that we can learn from. And also, you know, beautify the community. So it really fit in the core values of our community foundation and, you know, just grew from there.

Awesome. That's amazing. All right. So we talked a little bit about what's going on, but I always am curious as to what the locals do.

You know, so what is your typical weekend look like in Battle Creek? My typical weekend? Well, I mean, some of the things I like to do is check out all of our restaurants that we have going on. Waco Kitchen is a really cool restaurant that we have.

It's right at the airport. And it's actually airport themed inside. It's on the second floor of a company that makes these prop planes. Oh, cool.

Yeah, and you can see the prop planes in the, I don't want to call it factory, but, I mean, it's kind of the area where they're being assembled and things like that. But you can also watch the planes come in and land. They have those big doors that open when the weather's nice, so you're kind of like almost on the runway. And it's great food, so that's a really good thing to see.

I'm a big foodie, so I'm going to tell you about one more. Please do. Yeah, all food. We're all ears.

Yes. Umami ramen is a it's kind of an eclectic Asian style. So obviously they have ramen, they have udon, they have Pan American food, Korean burritos. There's a, you know, a special entree every day and it's really a local favorite.

And then Torti Taco just opened downtown as well, which is really an upscale taco place that also actually has an oyster bar. So you actually have some very interesting food inside there too. Golf is really big in our area. We have some great golf courses like the Medalist.

And then we also have Stonet and Bray right there at Gull Lake at the Gull Lake courses. And that was actually the number one course in the U.S. in 2021.

So if you come down and you want to golf, that's definitely something to check out. All right. So if people want to learn more, Linda, where do they go? They can go to our website, which is just Battle Creek Visitors dot org.

And if you're in Battle Creek, stop in our Welcome Center. It's right downtown with the serial characters on the walls. It's easy to find. We're right downtown.

Awesome. Thank you so much for the time. All right. Thank you.