Collaboration Drives Success in Small Town Destination Marketing, with Clare Marie Ritter
Episode 465
On this episode of Destination on the Left, I talk with Clare Marie Ritter, Motorcoach Coordinator at the historic Penn Wells Hotel and Lodge in rural Pennsylvania. She shares her experience positioning a smaller, less well-known destination. We talk about the foundations of successful collaborations and why building a supportive network has been crucial to her success. Clare brings vivid examples of successful collaborations, from multi-state itineraries to connecting with neighboring museums, that prove even “off the beaten path” destinations can thrive with teamwork and creative thinking.
What You Will Learn in This Episode:
- How Clare Marie Ritter found her way into the tour and travel industry through volunteering and local connections
- Why positioning a rural destination requires creative marketing strategies, including focusing on attractions and experiences
- What collaborative partnerships across borders (including state lines) look like, and how Clare uses those relationships to build group itineraries
- How thinking outside the box has helped Clare identify unique attractions that appeal to group travelers
- Clare creates fresh itineraries and creative connections in a rural area
- Best practices when establishing collaborations and building genuine personal connections
Expanding Itineraries
Clare’s passion for history and her beginnings at a local motel led her down a path of helping visitors discover the hidden corners of her rural Pennsylvania home. She realized that promoting a hotel meant first selling the destination itself. After all, you can have the best, most fancy property in the world, but without a reason to come, your marketing is going to fall on deaf ears.
Clare recognized the need to think outside the box by promoting local attractions and extending the visitor journey. She formed partnerships with unique local experiences, including a horse-drawn wagon ride through the canyon, small maple producers, and boutique chocolate factories, then widened her lens, working with regional attractions across state lines. She built partnerships with attractions like the Corning Museum of Glass, just 45 minutes away, reaching into New York for collaborative opportunities.
The Power of Networks and Creative Collaboration
Networking and partnerships play a major role in the success of rural tourism. For Clare, professional networking at organizations like the American Bus Association and regional groups provides contacts, ideas, and new opportunities. You never know where the next fruitful partnership might come from.
One standout example is an itinerary co-created with counterparts in Corning and Jamestown, NY, and Coudersport, PA. Together, these small destinations developed a loop that incorporated art, comedy, local history, and natural beauty. Selling this unique cross-state experience has opened doors and filled itineraries with unexpected connections.
Looking Ahead: Innovation and Nostalgia
With renewed interest in nostalgic travel and more experiential, off-the-beaten-path destinations, Clare is excited about her latest project, which is developing a Route 6 motorcoach itinerary to showcase small towns along this historic road. This initiative dovetails perfectly with America’s 250th anniversary, offering travelers fun themed journeys full of history and local flavor.
Resources:
- Website: pennwells.com
- LinkedIn Personal: https://www.linkedin.com/in/clare-marie-ritter-0a4306237/
- LinkedIn Business: https://www.linkedin.com/company/wellsboro-hotel-company/
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!
Related Podcasts
Collaboration Toolkit
Our first research study confirmed that collaboration is a constant in the travel, tourism and hospitality industry. It is not a matter of if, but when and how, organizations will collaborate together. Our latest study reveals how organizations are putting collaboration into operation and how they are setting up systems and processes so that collaboration becomes a strategic part of the organization.
"*" indicates required fields