PHOTOGRAPHY
BUSINESS
Damien Horn’s performance at Travel
Exchange in St. Louis was sponsored by
the Tennessee partnership: Chattanooga
CVB, Cheekwood Botanical Gardens &
Art Museum, Country Music Hall of Fame,
Gaylord Opryland Hotel & Resort, Grand
Ole Opry, Hatfield & McCoy Dinner Show,
Memphis CVB, Nashville CVB, Pigeon
Forge Department of Tourism, Sweet
Magnolia Tours, Tennessee Department of
Tourist Development and Visit Clarksville.
result of this sponsorship we have hosted
tours by operators who might never have
made it to Alabama.”
And according to Itel, even if operators
don’t package her destination themselves,
connections her team makes through
sponsorships still lead to new business.
“The biggest benefit to our Oregon part-
ners is the ability to create and strengthen
relationships,” she says. “For example,
Oregon doesn’t have a major-league base-
ball team, so it’s hard for a company like
Sports Travel and Tours to sell Oregon, but
when their staff is included in our events,
they can become Oregon ambassadors.”
Speaking from experience
Sponsorships can be complex or simple
and range from small items to enor-
mous productions, yet those experi-
enced with sponsor partnerships offer
advice that’s remarkably consistent.
Determine objectives
• “Consider the end first. What do you
want from the sponsorship? Who
do you want to reach? Then find a
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16
June 2017
sponsorship that meets those goals.”
Clayton Whitehead
• “Before committing to the project,
have a meeting or conference call
and find out what’s the most impor-
tant thing to each of the partners.
Then make a plan using everyone’s
input and go for it.” Shelda Rees
• “Remember that every sponsorship
is an opportunity to spotlight your
destination or product.” Mindy Shea
Work together
• “Plan out the budget and find partners
within your area, within your state or
within your region—all of those part-
nerships can be successful.” Patti Culp
• “Engage with your statewide or
regional partners to build a better
presence with NTA operators. It
organically helps with creativity and
helps suppliers from around your area
build stronger partnerships, which
result in better business.” Lisa Itel
• “Partner with the right company for
your business. You should have simi-
lar objectives for the partnership.”
John Meyer
• “Work with attractions and hotels
in your area and in other communi-
ties and get as many partners as you
need to make it affordable for every-
one.” Shelda Rees
Find the right message
• “Make sure the sponsorship reflects
your organization and puts out the
message that you want to send.”
Mindy Shea
• “What you do at the function is
important, but following up is what
will get you the business.” Patti Culp
• “Sure, there are the ‘standard’ spon-
sorships, but do they meet your
goals? If not, dialogue with NTA. The
team is creative. They can massage
existing sponsorships or even create
one just for you to meet your budget
and end goals.” Clayton Whitehead
Sponsors play an important role in mak-
ing NTA events more enjoyable, engaging
and affordable for all members. And if
you’re the one writing the check? Enjoy the
attention that comes from providing your
colleagues with an experience or service
they appreciate. That’s what Dan Flores has
learned every time he steps off the stage.
“‘Thanks’ starts a lot of conversations.”