Tourism is a Complex Social System.

Turn Your Stakeholders Into Brand Ambassadors

DMOs have an incredible responsibility in marketing the destination to a varied, multifaceted buying audience. Moreover, they are tasked with representing each stakeholder, from the local coffee shop to the major attraction to the community residents. Facing insurmountable odds, you must admit, DMOs prove not all superheroes wear capes.

It’s time for a Destination AMP CAMP

What is an AMPCAMP?

Developed by Jennifer Barbee and Kristen Cruz, amplification camps are events that address the most pressing needs for Destination Marketing Organizations and amplifies the solution in a collaborative way to create lasting business improvement.

The Camps for 2020 are focused on the most burning need for DMOS:  Strengthening the relationship and marketing reach of partners and community.

AMPCAMP can be  a pivotal element in addressing the very real threats we are facing:

  • As many have reported, there is strong evidence of a softening tourism demand in 2020.
  • An economic downturn is not an if, but a when.
  • Many (so many we’ve stopped counting) tourism boards have been de-funded, under funded or threatened to justify their existence. And, the mass-hysteria continues.
  • It’s a fact that budgets across the board (DMOs and partners) are strained or less than last year.
  • The increasing cost to market a destination and for partners to market themselves is a never-ending trajectory. What are cheaper tools give way to an increase in man-power to use them properly.

There’s a common thread of the solutions available to combat a compressed marketplace.

Together, you and your stakeholders can mitigate and alleviate any outside threats to your community and it’s tourism business. This is the final frontier of DMO relevancy and business model. Especially hearing these types of comments:

“The CVB in [redacted] only wanted to sell me co-op, which I couldn’t afford. They gave special attention to the partners who paid. Though my [redacted] business was an experience that no one else in the state offered, it unfortunately failed. I know that with the help of the CVB it would still be open.”


“Stakeholders just don’t show up. We brought the Google event in, we’ve had the state bring in education and we hold rallies. Sometimes it’s only 4 or 5 people at the [event]. I don’t know how to get them to participate.”


There’s a divide. There always has been. The DMO feels hostage. The partner feels used. The community has their own set of challenges. It’s time for some strong therapy and a new look at how the conversation restarts.

Pivoting back to the need for the destination and partners to work together in more than marketing and advertising, has inspired us to offer smaller. It’s a 5 hour mini camp that lasers in on workshop, role building, education that is not a vendor pitch and collaboration stations. It’s also allowed me to offer this really cool program at a reservation fee any size DMO can afford.


Our Vision

Hey DMO,
We got you, fam. 😘

An AMPCAMP roadshow are mini pop-up events around the country to demonstrably improve business, collaboration and market demand for DMOs and travel businesses.
Free to participants, these mini-conferences will revitalize and future-proof softening demand.


The Urgency

DMOs and partners need solutions to:
--Less budget
--Mass-hysteria surrounding tourism board relevancy
--An impending economic downturn
--The Globally changing environment in tourism
--The increasing costs to market themselves
The AMPCAMP will deliver:
--Immediate improvement/impact to the participant/business.
--Strengthened loyalty among partners, existing and potential.
--Ongoing access in private groups to trade secrets.

Scroll Through the Promotional Deck below

Use the dots to change slides.


The real question on any event, is what’s the return? We know the soft results of coaching stakeholders and imparting long-protected agency secrets is tremendous.  But, you still should consider whether this is right for your destination.  In a discovery call, we can pinpoint where the needs really lie and if this program is a fit for you.

Apply to be a host destination

The events for 2020 are almost booked up. Click to have a pre-screening call with us.

No one likes pop-ups

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