In the upcoming episode of the Business Class podcast, host Stephen Ekstrom sits down with John Urdi, the President and CEO of Mammoth Lakes, California, to delve into the unique challenges and opportunities that come with managing tourism in a remote yet breathtaking destination. With Urdi’s extensive experience in the tourism sector, listeners can expect an insightful discussion that goes beyond the usual marketing strategies and highlights the importance of community engagement.
A Journey from Wyoming to Mammoth Lakes
The conversation kicks off with a captivating story of how Urdi found himself in Mammoth Lakes. Initially hesitant to relocate from Wyoming to California, a conversation with a friend changed everything. With a blend of excitement and trepidation, Urdi accepted the job in Mammoth Lakes 14 years ago, quickly discovering that the region is far from isolated. Instead, it boasts access to some of the most stunning natural attractions in the country, from Yosemite National Park to Death Valley.
Urdi paints a vivid picture of life in Mammoth Lakes, where outdoor adventures like hiking, biking, fishing, and skiing become part of the daily routine. He shares how, on any given weekend, decisions could range from riding motorcycles to Yosemite for lunch to enjoying a day of golfing or rock climbing—activities that are often taken for granted by locals.
Navigating the Anti-Tourism Sentiment
One of the most compelling topics addressed in the interview is the growing anti-tourism sentiment that many destinations are grappling with, including Mammoth Lakes. Urdi candidly reflects on how he underestimated this issue when he first arrived. “I wish I had built a structure to support community engagement earlier,” he admits, recognizing the challenges that arise when tourism revenue clashes with local concerns.
Despite bringing in significant revenue—$23 million against a $16.5 million budget—there’s a disconnect between the benefits of tourism and local residents’ experiences. Urdi emphasizes that while tourists often enjoy the hustle and bustle, for locals, the impact on daily life can be frustrating. “When you can’t take a left-hand turn, that’s when it starts to impact us,” he explains, highlighting the need for balanced solutions that cater to both visitors and residents.
The Role of Education in Tourism
A surprising and refreshing theme throughout the discussion is Urdi's emphasis on education. He believes that marketing tourism isn’t just about attracting visitors; it’s equally about educating both visitors and locals about sustainable practices. For instance, initiatives like “It’s a Mammoth Thing” aim to address local concerns about litter and wildlife safety, fostering a sense of community responsibility.
Urdi’s innovative approach has even led to innovative marketing campaigns designed to promote respectful tourism. While not all of these campaigns were well-received, they sparked important conversations about community values and environmental stewardship. “It’s about attracting visitors who share our values,” he asserts, demonstrating his commitment to sustainability.
Collaborative Solutions and Future Aspirations
As the conversation unfolds, it becomes clear that Urdi's vision extends beyond immediate tourism marketing. He expresses a desire for collaboration within the tourism community, seeking out partnerships that can help tackle issues like workforce shortages and infrastructure needs. His network of industry peers provides a supportive backdrop as he navigates these complex challenges, underscoring the importance of shared experiences and collective learning in the tourism sector.
Listeners can look forward to a rich discussion filled with practical insights, heartfelt anecdotes, and forward-thinking solutions. As Urdi continues to champion both the natural beauty of Mammoth Lakes and the community it nurtures, his interview on the Business Class podcast promises to be both enlightening and inspiring.
Tune In!
Don’t miss this episode of the Business Class podcast, where tourism, community, and sustainability converge in a conversation that invites all listeners to reflect on their role in preserving the beauty of destinations like Mammoth Lakes. For those interested in exploring the wonders of this remarkable area, more information can be found at Visit Mammoth.
Join us as we journey through the complexities of tourism management and community engagement, driven by passion and a deep respect for nature.
Listen to the podcast here:
Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.