In a recent podcast episode of Business Class, Sarah Miller, President and CEO of Destination Ann Arbor, and Tim Crouson, Director of Research at the same organization, shared insights on their roles, experiences, and the growth of tourism in Washtenaw County with Learn Tourism CEO Stephen Ekstrom. Both have deep roots in the organization, with Sarah celebrating over two decades of work, guiding its growth from a modest $1 million budget and seven staff members to a $7.5 million operation with 22 employees. Tim, who joined the team eight years ago, has worked his way up and now focuses on research to drive tourism strategies.
Sarah reflected on how her personal journey mirrored the organization's evolution. Starting as a young professional, she learned the ropes and built on the strong foundation laid by her predecessor. As both she and the organization matured, she took the lead in expanding their efforts, especially during the post-pandemic rebuilding phase. This included team development, focusing on their strengths, and crafting a new strategic plan to carry Destination Ann Arbor forward. She noted the unique challenges the team faced, especially after the disruption caused by COVID-19, but expressed excitement about their future growth and accomplishments.
Tim shared his passion for the data-driven side of tourism, discussing how he enjoys getting into the "weeds" of research to understand economic impacts, particularly the role events like Michigan football play in boosting the local economy. He noted how his role gives him a front-row seat to the positive influence visitors have on local businesses. Additionally, he emphasized the importance of aligning data from different sources to provide a clearer picture of visitor trends.
Both Sarah and Tim highlighted sustainability as a key priority for Destination Ann Arbor. Sarah expressed the organization’s dedication to promoting sustainable tourism and ensuring that the county's hospitality industry, including hotels and restaurants, adopts greener practices. Tim elaborated on the local initiatives, emphasizing the importance of responsible space usage and waste management in building a more sustainable community.
When discussing the ideal visitor, Sarah emphasized that it’s not just about attracting visitors who contribute economically but also those who share the values of the community. Visitors who prioritize sustainability and appreciate Washtenaw County's rich cultural, sports, and outdoor offerings are a perfect fit.
Washtenaw County, particularly Ann Arbor, is described as a vibrant, multifaceted destination. From rich arts and culture scenes to stunning outdoor landscapes, there’s something for everyone. Both Tim and Sarah are excited about the future, with strategic plans in place and a focus on enhancing visitor experiences while promoting the community’s values.
For more information on visiting Washtenaw County, explore www.annarbor.org.
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.