Julie Pingston is not one to coast or think small. She and her team at Choose Lansing just unveiled a new name, a new logo, and new taglines based on nearly a year of research and design. And the unveiling was no soft rollout. How about halftime of a Michigan State football game? But Julie is on to the next huge project. In a few weeks, the DMO will host their inaugural accessible travel summit. TravelAbility Insider Editor Dan Tobin was fortunate to catch a few minutes with Julie to talk about how to capture the highlights of a diverse region, the passion that drives her commitment to accessibility, and what she has learned from a year in the Destination A11y Club.
DT: I really love your new logos and I thought it was great that you explain the thinking behind the changes on your website. Why did you decide to do that?
JP: We worked almost a year on the rebranding and we had gone through such an extensive process and we had come to an outcome that we were so proud of. We wanted to explain everything that went on behind it so that people could understand some of the choices we made. Our name is now Choose Lansing instead of Greater Lansing Convention and Visitors Bureau, which is a lot shorter for one thing. Our research told us that when people are planning things for our region they value how we partner with them and help them make choices. So that ties into the word “choose.” And we are a regional organization so the tagline “Plan on something greater” represents the idea of the entire region. And we used a pinpoint icon with the star inside to show we’re a capital city. Then the different colors showcase that we have a lot of diversity and different options here. So it was all very purposeful.
The day after we launched the new name and logo, we showed it in our Spartan football stadium during the first home game and 75,000 people got to take a look at it. And the crowd liked it so that was very exciting.
DT: I’m hearing a couple of layers of meaning in the logo design. One is the idea of diversity. It also seems to speak to your flexibility and your customization, that you provide choice
JP: That’s exactly what we’re trying to convey.
DT: What were the key ideas that came out of the research?
JP: You know, we are a destination with a big 10 university and a state capital and a lot of other resources. How do we best portray all of that? That’s how we came up with the central idea of choosing. If you come here we’ve got lots of things to choose from; we’ve got lots of opportunities. We have trails and outdoor recreation and we also have urban destinations. The main point to our clients is that we are going to be engaged with you at all levels and really give that positive experience.
DT: How did you get started with the accessibility assessments and your focus on autism?
JP: We started with our work with accessibility related to neurodiverse opportunities. A number of our attractions and other locations were looking to add programming so we proactively brought people together within the community to find tools create programming for those traveling on the autism spectrum or with other neurodiversities. Our job as the destination marketing organization is to let people know that we have all these opportunities here. We have a couple of programs that were drawing people from throughout the state. But we wanted to find more things for those families to do so they are not always going to the same place every time they come here. And our attractions really did step up and every single one of them basically created something that was pointed toward more neurodiversity.
We then just put out the word out in the marketplace that we had all of these opportunities. We also had the opportunity to add training to our front line staff so we partnered with the Michigan Autism Association and residential options and they trained more than 1000 people so far on how to help guests with accommodations and understanding all the different needs that travelers might have. That really gravitated throughout the community because suddenly we were not being asked to train exclusively our hospitality businesses but we were being asked to train all kinds of businesses. That was six years ago and then we were intent on making our destination accessible in all ways and for all needs. The pandemic slowed us down a little bit but we were always very intent on moving forward to provide opportunities and information about all the accessibility points in our community.
On October 26 we are doing our inaugural tourism accessibility summit for all of our hospitality partners and anybody who really wants to learn how to heighten the guest experience by providing information and just doing more being more aware.
DT: How are you measuring the results of all these great initiatives? Are you looking at the bottom line or are you looking more at customer service and satisfaction?
JP: Both definitely. We have seen more people travel here looking for these resources that we have put into place. Some of our attractions do track where their visitors come from that participate in the programming and we have seen an increase in the number of visitors from further away and in and staying over. I always think of something Jake Steinman says: At some point we’re all going to be in need, having mobility issues and needing all the accommodations we can find. So I just think of this work on accessibility as planning for the future.
DT: Choose Lansing was invited to join TravelAbility’s Destination A11y Club last year. What are you taking away from that group so far?
JP: So much. It’s been very beneficial to us as a destination to be able to have the resources of the other members so that we can ask questions or share an idea. TravelAbility has also created a wonderful playbook for DMOs that we’ve been able to use locally with our partners. You know, you don’t know what you don’t know and then you start going through this playbook and all of a sudden they’re discovering things that they never thought about, It gives information in a very easy to digest format. Everyone can take that information and then make change within their venue or their property or their attraction. We use the playbook as a guideline to steer people and that’s how we got to the tourism summit where we can pull all that together as a destination and showcase for everybody.
DT: It sounds like you’re playing a key leadership role in this work of raising awareness. But you’re also playing a convener role of shining a light on what venues and attractions are doing and bringing them together.
JP: That’s absolutely accurate. Our goal is to just bring all the things that are happening together so that we all can share and create that destination wide experience for all that come here. It’s not like you can only go to this hotel or this attraction to find that experience. You can go anywhere in the region.
DT: Is there any particular moment you can point to that crystallizes why you do this work?
JP: Our theater does sensory-inclusive performances. The first one I went to I met several families and every single one of them said that they had never had the opportunity to go out together as a family before. I have a good friend who has a son with autism and she has taught me that when her son was young she could never go to a theater or a museum or any kind of art gallery. And now you know those opportunities are available because of the work that we’ve done for those on the autism spectrum. And when I see these families at the theater and the children are all dressed up everyone looks so excited . . . it’s a beautiful experience and that’s how I know that we are on the right path. I tear up.
Our Takeaway: Julie Pingston is a standout in our field–a great leader, bridge-builder, and advocate.
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